MULTIMODAL METAPHORS IN WINE ADVERTISEMENTS
Journal Title: International Journal of Innovative Technologies in Social Science - Year 2018, Vol 1, Issue 6
Abstract
Wine is considered as a cultural icon of Georgia which is accessible to an ever larger number of consumers. Within a globally expending wine market, wine tasting notes are valued as useful and persuasive consumer guides and a means of wine promotion in wine journals, buyer’s catalogues, on winery website and bottle labels. The tasting note (TN) has played a significant role in introducing people to wine-tasting procedures and language. The major aim of the research is to survey the figurative language used by wine critics in tasting notes and to explore the bond between English and Georgian metaphorical languages. The aim of the research is also to present a new, unresearched empirical material on the basis of Georgian, American and British wine commercials, thus contributing the promotion of Georgian wine commercial discourse. It takes a cognitive linguistic approach of multimodal metaphor analysis supporting the notion in the sensory experience of wine description and evaluation. We illustrate by means of examples from corpus of testing notes how wines are described metaphorically as living organisms, pieces of cloth, three-dimensional artifacts. Particular attention will be paid to the multimodal (multisensory) quality of given languages and the metaphors motivating it.
Authors and Affiliations
Tina Pirtskhalaishvili
Keywords
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- EP ID EP559281
- DOI 10.31435/rsglobal_ijitss/30082018/6107
- Views 125
- Downloads 0
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