SEMM707 Формиране на вкуса: брандове и стратегии във винената и алкохолната индустрия
Анотация:
The concept of taste is usually applied in aesthetics and philosophy. Nevertheless, it has wide applications in the contemporary consumer society. It is hard to underestimate its significance in relation to branding and marketing, especially in the field of culinary, wine and beverage industry. The course is aimed to introduce the students to the concept of taste and its relation to sociology, semiotics and market. A focal point is the context of the successful brand making as a unity of cultural, conceptual and sociological knowledge and expertise
Преподавател(и):
доц. Ясен Захариев д-р
Описание на курса:
Компетенции:
Successful graduates of the course students:
1) know:
• Central theoretical approaches to the problem of taste.
• Basic methods of aesthetic and social analysis of wine, food and drinks.
• Important issues in wine and culinary culture.
2) can:
• Successfully communicate the aesthetical and social aspects of wine, beverages and food.
• Create wine, food and beverage brands.
• Interpret and evaluate objects of taste.
Предварителни изисквания:
None
Форми на провеждане:
Редовен
Учебни форми:
Лекция
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
1 Introduction to the course. What good are philosophy and aesthetics in creating brands? Seminar 2
2 Liquors, wine and food as part of a “lifestyle”. Who drinks wine and why? Seminar 2
3 The concept of taste from the Enlightenment to the consumer society. Judgement of taste. Lecture 2
4 Gastronomy, wine and aesthetics. Lecture 2
5 Why do we like what we like? Good and bad taste. Seminar 2
6 Aesthetics, ideology and publicity of taste. Lecture 2
7 Social interpretation of drinks and food. Sociology of taste. Lecture 2
8 Wine and whisky for the masses. Seminar 2
9 The discourse on health. The “French paradox” or how ‘60 minutes’ has changed the wine industry in the USA. Lecture 2
10 Wine and culinary art in the media. The influence of TV, Film and Internet. Lecture 2
11 Wine branding and wine selling. Seminar 2
12 Good and bad wines. Wine beyond the market. Lecture 2
13 Good and bad brands. Image and storytelling in wine, beverage and culinary industry. Lecture 2
14 Creating and presenting a brand, part 1. Seminar 2
15 Creating and presenting a brand, part 2. Seminar 2
Литература по темите:
Essential Readings:
• Bourdieu, P. 1989. Distinction: A Social Critique of the Judgement of Taste.
• Charters, Stephen. 2006. Wine and Society: The Social and Cultural Context of a Drink. Amsterdam ; Boston: Elsevier/Butterworth-Heinemann
• Carolan, M. 2012. The Sociology of Food and Agriculture.
• Corrigan, P. 1997. The Sociology of Consumption.
• Gronow, Jukka. 1997. The Sociology Of Taste.
• Hume, David. 2006. Of The Standard of Taste. In: Moral Philosophy, 345–360. Indianapolis: Hackett Pub. Co.
• Lehrer, Adrienne. 2009. Wine & Conversation.
• Putnam, H.1975. The Meaning of ‘Meaning’. In: Language, Mind and Knowledge. Minnesota Studies in the Philosophy of Science, vol. 7, University of Minnesota Press: 131-193.
• Silverstein, M. 2006. Old Wine, New Ethnographic Lexicography. In: Annual Review of Anthropology, Vol. 35 (2006): 481-496.
Suggested Readings
• Bach, Kent. 2007. Knowledge, Wine and Taste: What Good Is Knowledge (in Enjoying Wine)?. In: Questions of Taste: the Philosophy of Wine, 21–40. Oxford; New York: Oxford University Press.
• Barthes, Roland. 1972. Mythologies.
• Bender, John W. 2008. What the Wine Critic Tells Us?. In: Wine & Philosophy: a Symposium on Thinking and Drinking, 125–136. Malden, MA: Blackwell Pub.
• Brillat-Savarin, and M. F. K Fisher. 2009. The Physiology of Taste, or, Meditations on Transcendental Gastronomy. New York: Alfred A. Knopf.
• Douglas, M. (еd). 1984. Food in the Social Order.
• Isenberg, Arnold. 1949. Critical Communication. In: The Philosophical Review 58 (4) (July 1): 330–344.
• Lehrer, Adriane, and Keith Lehrer. 2008. Winespeak or Critical Communication? Why People Talk About Wine? In: Wine & Philosophy: a Symposium on Thinking and Drinking, 111–121. Malden, MA: Blackwell Pub.
• Morrot, Gil, and Frédéric Brochet, and Denis Dubourdieu. 2001. The Color of Odors. In: Brain and Language 79 (2) (November): 309–320.
• Murcott, A (еd). 1983. The Sociology of Food and Eating,
Средства за оценяване:
At least three assignments and a project are required for the successful completion of the course!
Аssignments:
1. Culinary cultures.
2. Good and bad taste – meaning and application.
3. The history of a drink.
4. Health issues in alcohol branding.
5. Mediating wine and food.
6. The image makers.
Projects
Creating a wine brand