The Material Inventory of Wine Queens

Mojca Ramšak ()
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Mojca Ramšak: Centre for Biographic Research

Chapter Chapter 4 in Wine Queens, 2015, pp 21-26 from Springer

Abstract: Abstract The visual and metaphorical inventory of the wine queens is a carrier of different cultural meanings which are analyzed and carefully steered to the interests of the wine industry. The time wine queens spend on their costumographic image shows that they have, in addition to marketing functions, also sexual dimensions. The appropriate verbal and visual metaphors, attached to the wine queens, aim to work wonders in promoting the wines. Branding of wine queens is powered on the queens’ images, their body language, facial expressions, and gestures, and on understandable metaphors and slogans, used in wine advertising.

Keywords: Wine queen; Insignia; Metaphor; Branding; Gender role; Sex appeal; Winespeak; Wine marketing; Media; Identity (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-319-16661-2_4

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DOI: 10.1007/978-3-319-16661-2_4

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