IMAGES AND WINE LABELS: A SEMIOTIC ANALYSIS BASED ON THE RELATION BETWEEN DESIGN AND TERROIR

Abstract

This article aims to understand the wine label as a communicative bias not only between the consumer and the packaged content, but also with the producer and the territory where the drink is produced. For this, forty wine labels divided into two production poles were observed: twenty from the Old World and twenty from the New World. The research had as analytical support the semiotic dimensions of design, with emphasis on the territorial narratives apprehended from the semantic approach of the images contained in the labels. Through this, it was possible to argue that the notion of terroir generates new dynamics of meaning, with the Old World tactic of using the image of the place or of the process elements as a possibility of transporting the consumer, while the New World accentuate technical attributes such as stamps, coins and coats of arms to confirm quality.