{"title":"Size Matters","authors":"Kerri Lesh","doi":"10.18122/boga/vol7/iss1/3/boisestate","DOIUrl":null,"url":null,"abstract":"Text production indexes a set of values as semiotics are utilized to market \n gastronomic products. These values are referenced through the language used, various \n font styles and sizes, and the food being promoted. The Basque Country has become a \n �Culinary nation,� world-renowned for its unique culture and gastronomy. This paper \n looks at how semiotics are used to create value in marketing locally-made wine and \n cider. A ubiquitously seen Basque font is used for both cider and wine to reference \n traditional components of Basque culture, while font size on Rioja Alavesa wine labels \n stresses the distinction between neighboring regions. The use of language alongside \n font style and size are part of a system that simultaneously indexes political, social, \n and linguistic affinities. By looking at how and where semiotics are manipulated to \n create meaning, value can be increased or even decreased for both the product and the \n Basque language alike.","PeriodicalId":332311,"journal":{"name":"BOGA: Basque Studies Consortium Journal","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"BOGA: Basque Studies Consortium Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.18122/boga/vol7/iss1/3/boisestate","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Text production indexes a set of values as semiotics are utilized to market
gastronomic products. These values are referenced through the language used, various
font styles and sizes, and the food being promoted. The Basque Country has become a
�Culinary nation,� world-renowned for its unique culture and gastronomy. This paper
looks at how semiotics are used to create value in marketing locally-made wine and
cider. A ubiquitously seen Basque font is used for both cider and wine to reference
traditional components of Basque culture, while font size on Rioja Alavesa wine labels
stresses the distinction between neighboring regions. The use of language alongside
font style and size are part of a system that simultaneously indexes political, social,
and linguistic affinities. By looking at how and where semiotics are manipulated to
create meaning, value can be increased or even decreased for both the product and the
Basque language alike.