In:Representing Wine – Sensory Perceptions, Communication and Cultures
Rosario Caballero, Ernesto Suárez-Toste and Carita Paradis
[Converging Evidence in Language and Communication Research 21] 2019
► pp. 159–181
Chapter 9Advertising wine
Published online: 21 October 2019
https://doi.org/10.1075/celcr.21.c9
https://doi.org/10.1075/celcr.21.c9
Article outline
- 9.1Literal strategies in wine advertising
- 9.1.1The origin of wine
- 9.1.2The process of making wine
- 9.1.3The consumption of wine
- 9.2Metaphorical strategies in wine advertising
- 9.2.1Personification: Depicting wines as human beings
- 9.2.2Wines as three-dimensional artefacts
- 9.3Problematics of wine adverts in the theoretical framework
- 9.3.1Pictorial simile
- 9.3.2Contextual metaphor
- 9.3.3Hybrid metaphor
- 9.3.4Integrated metaphor?
- 9.4Synaesthesia
- 9.5Summary
