Abstract
The per capita consumption of wine in the United States is at its highest point since 1988, and knowledge related to the production and consumption of wine has developed into a form of cultural and symbolic capital (Bourdieu, 2003; Holt, 1998). With over 2.3 million subscribers and a web site that offers visitors to “Learn More, Drink Better,” Wine Spectator is one example of a media product published to promote the wine industry in the United States. Although many researchers have examined advertisements within the context of particular magazines (Williamson, 2005; McCracken, 1993; McQuarrie & Mick, 1992), few have looked the whole magazine as a promotional genre capable of promoting ideology through the combination of its unique parts–covers, articles, editorials, reviews, recommendations, and advertisements.
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Kuennen, R. (2017). Meaning through the Grapevine: A Critical Analysis of Wine Promotion. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_9
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