Le vin en bouteille : de l'emballage au packaging. Lecture sémiotique et marketing

Marie-Pierre Pinto (1) , Audrey Moutat (1) , Didier Tsala-Effa (1)

1 CeReS - Centre de Recherches Sémiotiques

This paper aims at showing that the bottle of wine is not any more one simple pack where one affirms the cultural values of the product but becomes a real packaging, communication object which presents an identity and signs of recognition. We propose three research orientations: a semiotic reading of a "standard" bottle of wine in order to release the properties of this packaging; an analysis of the visual and verbal speech of the label like a promise of taste; a qualitative analysis carried out with wine experts. Four topics were approached: the knowledge of the consumers' profiles, characteristics of the bottles of wine, the influence of the label in the buying behaviour and the impact of the bottle on the promise of taste. The analysis of experts emphasizes that the design of the bottle of wine and the label plays a major strategic part.

Mots clés: packaging; critères d'achat; bouteille de vin; analyse qualitative; sémiotique

Domaines: Sciences de l'Homme et Société; Sciences de l'information et de la communication

Marie-Pierre Pinto, Audrey Moutat, Didier Tsala-Effa. Le vin en bouteille : de l'emballage au packaging. Lecture sémiotique et marketing. Journées d'études Figures et images dans le discours sur le vin en Europe, Sep 2010, DIJON, France. ⟨hal-00927314⟩