Visual codes on French wine labels for cross-cultural marketing in China and Australia.

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Abstract

This paper examines visual codes on French wine labels that rely on the cognitive connections between the source and the target that are usually accessible only to culturally specific market segments. These strategies therefore draw on cross-cultural marketing in particularly innovative ways, demonstrating a complicity or cross-cultural understanding inherent in the symbolic content of their visual codes.
Two examples of French wine labels have been selected to display these cross-cultural strategies in different price brackets (premium and low-cost) and contexts (Asian and Western): Château Lafite in China and Arrogant Frog in Australia. Focusing on these wine labels, this paper analyses the visual elements with symbolic content that trigger positive responses in these culturally differentiated segments of the market: China and Australia.
This research establishes a framework for analysing strategies used by French wine producers in targeting culturally specific market segments
Original languageEnglish
Title of host publicationPROCEEDINGS OF THE 11TH CONFERENCE OF THE ACADEMY OF WINE BUSINESS RESEARCH (AWBR)
EditorsNic Terblanche, CD Pentz
Pages53-67
Number of pages14
ISBN (Electronic)ISBN 978-0-620-81006-7
Publication statusPublished - 2019

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