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Advertising and Wine Language: Considerations on New Consumption Patterns

In today’s consumer society, the wine has gone from being the staple diet to become one of the signs that show the status of the subject, as a demonstration of high rank and taste, aspirations, status, lifestyle, in which having fun, the pleasure, is the fruit of knowledge. It’s a hobby, a leisure culture, an environment implying major activities (vineyard tours, wine tastings, contest criticism), but also a passion ″for lovers of good wines″. The paper commences from the results of a survey carried-out in Romania in 2011, focusing on women purchasing power and consumer behaviour related to wine. The questionnaire included many questions on key dimensions of product-oriented knowledge. This major participation of women in the selection and consumption of wine is interrelated with their independence, with the active role they occupy in the society, especially at a professional and family level. The bottle and the label, the brand and the phrase or slogan identifiers are clearly elements that are associated unambiguously, highlighting a feature that is primarily phatic. Certain brand, image or customer loyalty campaigns alter the balance to emphasize certain aspects, in favour of the referent denoted, from the connotation or appeal towards the recipient, with a greater attention to the text. According to the paradigm of knowledge-based economy, it is often stated that information asymmetry between producers and consumers will be reduced thanks to information availability and dissemination through the Internet or other media channels. As a consequent, for the present approach, it turns out to be interesting to analyze advertising to find out the social values and their relation to the adoption of new linguistic strategies in wine mass-media advertising.