Algunas particularidades del lenguaje publicitario en los anuncios de vinos
| Title in English | Some Considerations on the Language of Wine Advertisements in Spanish |
|---|---|
| Authors | |
| Year of publication | 2009 |
| Type | Article in Proceedings |
| Conference | Víno jako multikulturní fenomén |
| MU Faculty or unit | |
| Citation | |
| Field | Linguistics |
| Keywords | Wine; Advertising Language; Spanish; Vocabulary; Positive Connotation |
| Description | This paper examines some characteristics of the advertising language in wine commercials in Spanish with special regard to the vocabulary of these texts from the point of view of the linguistic means used for positive connotation in advertising (expressions related to the concepts of modernity, tradition, etc.). The results of the investigation show that despite the millenary tradition of wine production, the advertising strategy often consist in an apparently paradoxical conjunction of tradition and innovation, which can be explained by the specific evolution of Spanish viniculture in the last decades and the development of new technologies in combination with the traditional wine production methods. |