The semiotics of minority language branding: A study of the Celtic languages
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This paper investigates the role of minority language commodification in alcoholic drinks' branding, with a specific focus on Celtic languages and a particular emphasis on Cornish. The topic is introduced by exploring the ongoing and significant connection between language, culture and food, taking phrases and rhymes from historical sources and comparing their use. The aim is to establish cross-disciplinary synergies between semiotics and cultural analysis and to shed new light on marketing issues in the alcoholic drinks sector. The methodology section features the first ever analysis of alcoholic drinks' labels from four Celtic national minorities (N = 1.937) that illustrates what proportion of labels exists in each minority's language. The paper further explores unique branding positions in relation to the marketing theory of positionality, and positional innovation. It concludes with a discussion of Spolsky and Cooper's (1991) third sign rule and the concept of linguistic landscapes in relation to alcoholic drinks' labelling.
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