Contributions of experimentation on studying reception: The case of wine labeling

Abstract

Within an interdisciplinary perspective, this paper aims at examining a communication space (restricted to a wine label), by the simultaneous use of an experimental method and of a socio-semiotic approach. The purpose is to isolate and to measure, in an objective way, subjective variables from the symbolic and figurative area of the wine label. The innovative interdisciplinary design will help understanding the contribution of each measured parameter (for instance codes, attitudes, beliefs and their associated valorization) to the global individual interpretation.