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Naming organic wines in French and German A Frame Semantics analysis

Abstract : [Context] Naming a product is giving it an identity (Lobin, 2016); when it comes to wines it is offering them, the possibility to be easily discriminated and to catch the clients’ attention. This contribution aims at analyzing the naming of organic wines in two countries: France and Germany. If naming generic wines has already been investigated especially from a lexical point of view (Herling, 2015), wine names from the organic wine industry have for the time being been left aside. In the meantime, previous studies based on authentic materials have underlined, since Lehrer, 1975, some specificities in the wine language like resorting to prototypes (Gautier & Bach, 2017b), being based on emotions and experience (Bach, 2018) and laying on strong cultural traits (Gautier & Bach, sub.). [Research Question] Within this context, the validity of these findings for wine naming will be checked and cognitive patterns will be identified by examining the role of cultural background and the ties between the product itself, the terroir and the conceptualization thereof. The focus on organic wines enables to go beyond the mere source domain of winespeak tradition by integrating the source domain of organic universes and their corresponding frames. [Corpus] Like previously stated, the only functioning way to analyze sensory-based discourses is to rely on situated (Condamines & Narcy-Combes, 2015) corpora (Gautier, 2018), that allows to enter into the language reality. The multimodal French-German corpus used for this contribution is based on a previous one presented in Gautier & Bach, 2017a, which has been extended for the needs of this contribution. This corpus will offer the possibility to analyze names of organic wines of France and Germany sold by French and German online sellers. [Discussion] The frames' semantic paradigm (Ziem, 2008; Busse, 2012) will be followed here in order to understand how names can enhance values of organic wineries or values of organic production that are not compulsory mentioned, but evoked by the names instantiating the frames (default values). More specifically, it will be discussed what segments of knowledge are activated by names (Kalverkämper, 2006: 26). The contribution will also seek to isolate patterns in wine naming either on a semantic (Dobrovol'skij & Piirainen, 2005) or on a cultural basis (Sharifian, 2017). To do so, a systematic manual analysis has been carried out, and different levels of granularity in patterns will be established to offer a better look at the conceptual spreading after the activation of more or less specific knowledge.
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Submitted on : Tuesday, June 4, 2019 - 3:25:40 PM
Last modification on : Thursday, June 27, 2019 - 1:23:13 PM

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Laurent Gautier, Matthieu Bach. Naming organic wines in French and German A Frame Semantics analysis. Names In The Economy, University of Uppsala, Jun 2019, Uppsala, Sweden. ⟨halshs-02147259⟩

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