ESTRATÉGIAS COMUNICACIONAIS E SIMBÓLICAS DOS RÓTULOS DE VINHOS

• Autor(a) principal: ASNIS, Marcelo Cymerman
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/1555
• topic: Embalagem; Rótulo de Vinho; Conteúdo Simbólico; Comunicação Mercadológica; Packaging; Wine Labels; Symbolic Content; Market Communication; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This thesis analyses the understanding of the communication and symbolic strategies adopted in the design of wine labels with a focus on their display at the point of sale. Basic concepts about the wine world and its psyche have been followed. Since wine bottles are very similar, the main differentiation factor is the label and its function is to convince the consumer at the point of sale. The label is the "seller", the "last chance" to motivate consumers to take the wine bottle in their trolley. The way this component and its content are developed under graphic and symbolic points of view has been the focus of this qualitative study, applying as methodology in the first two sections bibliographical and documentary references. In the third chapter, an analysis of the labels’ graphic and symbolic content from an intentional sampling has been developed. Finally, an empirical experimental research of some wines together with tasters has been conducted to evaluate if the labels’ perception and identification could generate different ratings after a first blind tasting