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A socio-semiotic perspective on Australian gourmet products/services:‘Made in Australia’ marketing strategies

Ecoforum Journal

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Field Value
 
Title A socio-semiotic perspective on Australian gourmet products/services:‘Made in Australia’ marketing strategies
 
Creator Craciunescu, Ana; Stefan cel Mare University of Suceava
 
Subject Marketing; Social-semiotics
commensality; communication; identity; marketing; social-semiotics
 
Description In a consumerist society, the contemporary needs of individuals have been transformed into desires; people nowadays seek into improving quality of life through unique experiences, by speculating their senses, in a grammar of both hedonist and utilitarian reasons. As such, taste becomes a social signifier that reunites people at the same table, where positioning oneself in the created micro-society, represents commensality and a major key in marketing studies. Another important aspect in F&B - as a socially (pre)determined marker – is that individuals are involved in naming their experiences, i.e. in marketing terms, branding a story, which eventually translates an identity. In this paper, my aim is to demonstrate how F&B Australian successful entrepreneurs (re)created a national identity, by fashioning the imagery of taste and linguistics, shaped by the semiosis of local flavors and colors, eventually all packaged in a narrative of marketing. Moreover, this is a study case of an economic national strategy – patriotic marketing, applied in F&B, and, paradoxically enough, exploited within tourism practices. Eventually, this research is also prone to describe the social-semiotic aspect of the ‘signe gustatif’ that frames the meaning of the dish and its social effects in the table’s process of communication.
 
Publisher Association of Educational and Cultural Cooperation Suceava from Stefan cel Mare Universit
 
Date 2013-09-15
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ecoforumjournal.ro/index.php/eco/article/view/6
 
Source Ecoforum Journal; Vol 2, No 1 (2013); 3
 
Language en
 
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