Themes of U.S. Wine Advertising and the Use of Geography and Place to Market Wine

This paper describes and discusses the role of geography in the advertising of wine in a popular American wine magazine, The Wine Spectator. Systematic assessment of the visual and textual contents of 764 advertisements that appeared in 30 issues (2 years of the publication) reveals that approximate...

Full description

Saved in:
Bibliographic Details
Main Author: John P. Tiefenbacher
Format: Article
Language:fra
Published: Pôle de Recherche pour l'Organisation et la diffusion de l'Information Géographique 2013-06-01
Series:EchoGéo
Online Access:https://journals.openedition.org/echogeo/13378
Tags: Add Tag
No Tags, Be the first to tag this record!
_version_ 1832579014554812416
author John P. Tiefenbacher
author_facet John P. Tiefenbacher
author_sort John P. Tiefenbacher
collection DOAJ
description This paper describes and discusses the role of geography in the advertising of wine in a popular American wine magazine, The Wine Spectator. Systematic assessment of the visual and textual contents of 764 advertisements that appeared in 30 issues (2 years of the publication) reveals that approximately 66% of advertisements contained geographical components that clearly suggest that place is important in the production and quality of wine. A mixed-methods qualitative approach yielded eight identifiable messages and eleven distinct themes reflected in these advertisements. The most important of these relate the importance of place and landscape to the quality of wines. Explicit use of the notion of terroir is but one component of contemporary wine advertising and may reflect a movement toward the “down-scaling” of the wine industry, reflecting a shift from the era of mass production of wine by large corporations to a proliferation of smaller producers who are intimate with the places and conditions of production. This study establishes a baseline for further research that can compare past approaches to advertisements and relative importance of geography in wine advertising.
format Article
id doaj-art-9817082bdfec44f29a5c4ddd11815c2a
institution Kabale University
issn 1963-1197
language fra
publishDate 2013-06-01
publisher Pôle de Recherche pour l'Organisation et la diffusion de l'Information Géographique
record_format Article
series EchoGéo
spelling doaj-art-9817082bdfec44f29a5c4ddd11815c2a2025-01-30T12:45:08ZfraPôle de Recherche pour l'Organisation et la diffusion de l'Information GéographiqueEchoGéo1963-11972013-06-012310.4000/echogeo.13378Themes of U.S. Wine Advertising and the Use of Geography and Place to Market WineJohn P. TiefenbacherThis paper describes and discusses the role of geography in the advertising of wine in a popular American wine magazine, The Wine Spectator. Systematic assessment of the visual and textual contents of 764 advertisements that appeared in 30 issues (2 years of the publication) reveals that approximately 66% of advertisements contained geographical components that clearly suggest that place is important in the production and quality of wine. A mixed-methods qualitative approach yielded eight identifiable messages and eleven distinct themes reflected in these advertisements. The most important of these relate the importance of place and landscape to the quality of wines. Explicit use of the notion of terroir is but one component of contemporary wine advertising and may reflect a movement toward the “down-scaling” of the wine industry, reflecting a shift from the era of mass production of wine by large corporations to a proliferation of smaller producers who are intimate with the places and conditions of production. This study establishes a baseline for further research that can compare past approaches to advertisements and relative importance of geography in wine advertising.https://journals.openedition.org/echogeo/13378
spellingShingle John P. Tiefenbacher
Themes of U.S. Wine Advertising and the Use of Geography and Place to Market Wine
EchoGéo
title Themes of U.S. Wine Advertising and the Use of Geography and Place to Market Wine
title_full Themes of U.S. Wine Advertising and the Use of Geography and Place to Market Wine
title_fullStr Themes of U.S. Wine Advertising and the Use of Geography and Place to Market Wine
title_full_unstemmed Themes of U.S. Wine Advertising and the Use of Geography and Place to Market Wine
title_short Themes of U.S. Wine Advertising and the Use of Geography and Place to Market Wine
title_sort themes of u s wine advertising and the use of geography and place to market wine
url https://journals.openedition.org/echogeo/13378
work_keys_str_mv AT johnptiefenbacher themesofuswineadvertisingandtheuseofgeographyandplacetomarketwine