By Mojca Ramšak
This publication explores a reasonably distinctive wine advertising and marketing subject by means of reading the position and old functionality of Wine Queens and Wine Kings. the writer charts the heritage of Wine Queens in Europe, the Americas and Asia, whereas additionally concentrating on situations from Slovenia. the adaptation among Wine Queens and wonder Queens is additionally defined in gentle of promoting ways utilized in the wine undefined. The booklet concludes with a considerate bankruptcy at the function of objectification of girls in revenue seeking.
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Additional resources for Wine Queens: Understanding the Role of Women in Wine Marketing
Glasnik Slovenskega etnološkega društva 53(1–2):79–87 Ramšak M (2014) Wine queens: individual and cultural brand management process. Revista de etnografie s¸i folklore (J Ethnogr Folklore) 1–2:46–63 Chapter 5 The Marketing Approach in Wine Kingdom Abstract The significance of the characters wine queen and wine king is not only symbolic, but also economic. Unlike the wine queens, it is not the king’s general and indirect knowledge of wine, physical appearance, age or communication skills that are judged, but instead the quality of the last year’s wine.
At the same time, all these activities are annulled in the prospect that this is only the period of preparation for the subsequent relationship with a man; the aestheticized image will forever remember her of the period when she was the wine queen (Kobal 2011: 35). References Hrženjak M (2007) Nevidno delo (Invisible work). Mirovni inštitut, Ljubljana Kobal V (2011) Čakajocˇ na ‘pravega’: Reprezentacija samskih žensk v reviji Cosmopolitan. (Waiting for the right one: representation of single women in Cosmopolitan magazine) Medijska preža, 39 May, 34–35 Rener T (2000) O delu ‘iz ljubezni’ (On work from ‘love’).
At the other extreme, the idiom used by the wine-expert community (oenologists and professional wine tasters) reflects a large repertoire of technical lexis which should rely on criteria and standards whose aim is to be as objective and measurable as possible. While in most instances, the expert and the layperson differ substantially in their linguistic rendering of the wine tasting experience, there is one aspect of language which is common to both—the ubiquitous use of metaphors. For instance: there is a differentiation between three different types of wine connoisseurs: the professional taster, the wine journalist who writes for the readers of a wine magazine, and the informed amateur.