6882
The following project aims to investigate the state of rhetorical construction around Argentine wine, essentially Malbec as an emblematic grape wine variety, considering the graphic of the bottle labels as an element of observation. To obtain a holistic view of the design, three conceptual lines wil...
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| Formato: | Tesis de maestría acceptedVersion |
| Lenguaje: | Español |
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Facultad de Arquitectura, Diseño y Urbanismo
2022
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| Acceso en línea: | http://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=aaqmas&cl=CL1&d=HWA_6882 https://repositoriouba.sisbi.uba.ar/gsdl/collect/aaqmas/index/assoc/HWA_6882.dir/6882.PDF |
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| Sumario: | The following project aims to investigate the state of rhetorical construction around Argentine wine, essentially Malbec as an emblematic grape wine variety, considering the graphic of the bottle labels as an element of observation. To obtain a holistic view of the design, three conceptual lines will be covered on which the research will be drawn. A vision of Design formulated by Richard Buchanan will be proposed to break down the pieces and obtain an exhaustive analysis of each element that makes them up; delving into the concepts of Eliseo Verón's social discourse. The construction of the contents will be formulated around an essential criterion, the identity of Argentine wine, this identity plays a role in the positioning at a fundamental world level, in which it will be attempted to unravel the strategies that constitute it. A socio-cultural approach to the identity concept of Alexander Grimson, Stuart Hall and Paul du Gay will be used. In order to interpret a possible link between discourse and culture in a single unit embodied in our central research element: the discourse of Argentine Malbec wine labels. Both, the criticisms at consumption model of David Le Bretón and Ego exacerbation of Guy Debord will be considered, among others, to specify the interpretation of the functioning of the discourse of the label in the person and its social environment of consumption. |
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