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dc.contributor.authorTredinnick-Rowe, JF
dc.date.accessioned2018-11-26T10:24:12Z
dc.date.available2018-11-26T10:24:12Z
dc.date.issued2017-01-01
dc.identifier.issn2195-2280
dc.identifier.urihttp://hdl.handle.net/10026.1/12883
dc.description.abstract

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.

dc.format.extent2-16
dc.language.isoen
dc.rightsAttribution 4.0 International
dc.rightsAttribution 4.0 International
dc.rightsAttribution 4.0 International
dc.rightsAttribution 4.0 International
dc.rightsAttribution 4.0 International
dc.rightsAttribution 4.0 International
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.titleThe semiotics of minority language branding: A study of the Celtic languages
dc.typejournal-article
dc.typeJournal Article
plymouth.issue2017
plymouth.volume5
plymouth.publication-statusPublished
plymouth.journalInternational Journal of Marketing Semiotics
plymouth.organisational-group/Plymouth
plymouth.organisational-group/Plymouth/Faculty of Health
plymouth.organisational-group/Plymouth/REF 2021 Researchers by UoA
plymouth.organisational-group/Plymouth/REF 2021 Researchers by UoA/UoA23 Education
plymouth.organisational-group/Plymouth/Research Groups
plymouth.organisational-group/Plymouth/Research Groups/FoH - Community and Primary Care
plymouth.organisational-group/Plymouth/Users by role
plymouth.organisational-group/Plymouth/Users by role/Academics
dc.identifier.eissn2195-2280
dc.rights.embargoperiodNot known
rioxxterms.licenseref.urihttp://creativecommons.org/licenses/by/4.0/
rioxxterms.typeJournal Article/Review


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