A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands

This paper analyzes a collection of Rioja wine names, looking into the pragmatic and conceptual mechanisms underlying their semantic configuration. It provides some insights into their linguistic adequacy and effectiveness, and offers a preliminary assessment on the strengths and weaknesses of Rioja...

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Detalles Bibliográficos
Autor: Hernández, L.P. [0000-0001-6500-0157]
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2013
País:España
Institución:Universidad de La Rioja (UR)
Repositorio:RIUR. Repositorio Institucional de la Universidad de La Rioja
OAI Identifier:oai:portal.dialnet.es:doc/5bbc691bb750603269e81553
Acceso en línea:https://investigacion.unirioja.es/documentos/5bbc691bb750603269e81553
Access Level:acceso abierto
Palabra clave:Branding
Conceptual mappings
Cultural models
Inference
Pragmatics
Rioja wine brands
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spelling A pragmatic-cognitive approach to brand names: A case study of Rioja wine brandsHernández, L.P. [0000-0001-6500-0157]BrandingConceptual mappingsCultural modelsInferencePragmaticsRioja wine brandsThis paper analyzes a collection of Rioja wine names, looking into the pragmatic and conceptual mechanisms underlying their semantic configuration. It provides some insights into their linguistic adequacy and effectiveness, and offers a preliminary assessment on the strengths and weaknesses of Rioja wine trademarks. The branding of Rioja wines has traditionally been carried out by wine producers themselves. This trend, however, seems to be changing as wine companies increasingly turn to professional branding services. A systematic application of the pragmatic and conceptual strategies isolated in this study results in a rich pool of lexical extensions. It is argued that a careful choice of the initial inventory of key notions as well as of the source concepts used in metonymic and metaphoric extensions would help to minimize the generation of negative connotations. To the same end, branding experts should also take into consideration a number of pragmatic maxims and cultural models. © American Name Society 2013.2013info:eu-repo/semantics/articleSubtype: Articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://investigacion.unirioja.es/documentos/5bbc691bb750603269e81553reponame:RIUR. Repositorio Institucional de la Universidad de La Riojainstname:Universidad de La Rioja (UR)Inglésinfo:eu-repo/semantics/altIdentifier/doi/10.1179/0027773812Z.00000000038info:eu-repo/semantics/altIdentifier/wos/WOS:000314100200005info:eu-repo/semantics/altIdentifier/pissn/0027-7738A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands, 2013, vol. 61, núm. 1, pág. 33-46info:eu-repo/semantics/openAccessoai:portal.dialnet.es:doc/5bbc691bb750603269e815532026-06-14T12:47:17Z
dc.title.none.fl_str_mv A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands
title A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands
spellingShingle A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands
Hernández, L.P. [0000-0001-6500-0157]
Branding
Conceptual mappings
Cultural models
Inference
Pragmatics
Rioja wine brands
title_short A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands
title_full A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands
title_fullStr A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands
title_full_unstemmed A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands
title_sort A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands
dc.creator.none.fl_str_mv Hernández, L.P. [0000-0001-6500-0157]
author Hernández, L.P. [0000-0001-6500-0157]
author_facet Hernández, L.P. [0000-0001-6500-0157]
author_role author
dc.subject.none.fl_str_mv Branding
Conceptual mappings
Cultural models
Inference
Pragmatics
Rioja wine brands
topic Branding
Conceptual mappings
Cultural models
Inference
Pragmatics
Rioja wine brands
description This paper analyzes a collection of Rioja wine names, looking into the pragmatic and conceptual mechanisms underlying their semantic configuration. It provides some insights into their linguistic adequacy and effectiveness, and offers a preliminary assessment on the strengths and weaknesses of Rioja wine trademarks. The branding of Rioja wines has traditionally been carried out by wine producers themselves. This trend, however, seems to be changing as wine companies increasingly turn to professional branding services. A systematic application of the pragmatic and conceptual strategies isolated in this study results in a rich pool of lexical extensions. It is argued that a careful choice of the initial inventory of key notions as well as of the source concepts used in metonymic and metaphoric extensions would help to minimize the generation of negative connotations. To the same end, branding experts should also take into consideration a number of pragmatic maxims and cultural models. © American Name Society 2013.
publishDate 2013
dc.date.none.fl_str_mv 2013
dc.type.none.fl_str_mv info:eu-repo/semantics/article
Subtype: Article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://investigacion.unirioja.es/documentos/5bbc691bb750603269e81553
url https://investigacion.unirioja.es/documentos/5bbc691bb750603269e81553
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/semantics/altIdentifier/doi/10.1179/0027773812Z.00000000038
info:eu-repo/semantics/altIdentifier/wos/WOS:000314100200005
info:eu-repo/semantics/altIdentifier/pissn/0027-7738
A pragmatic-cognitive approach to brand names: A case study of Rioja wine brands, 2013, vol. 61, núm. 1, pág. 33-46
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
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dc.source.none.fl_str_mv reponame:RIUR. Repositorio Institucional de la Universidad de La Rioja
instname:Universidad de La Rioja (UR)
instname_str Universidad de La Rioja (UR)
reponame_str RIUR. Repositorio Institucional de la Universidad de La Rioja
collection RIUR. Repositorio Institucional de la Universidad de La Rioja
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