Intro -- Representing Wine - Sensory Perceptions, Communication and Cultures -- Editorial page -- Title page -- Copyright page -- Table of contents -- Acknowledgements -- Preface -- Chapter 1. Winespeak -- 1.1 The challenges of talking about wine -- 1.2 Aims and overview of this book -- Chapter 2. Exploring sensory meanings -- 2.1 Sensuous cognition -- 2.2 Sensuous language -- 2.3 Communicating sensory experiences: Social cognition and genre -- 2.4 The data used in this book -- 2.4.1 Criteria for the General Corpus: Sources and TNs -- 2.4.2 Treatment of the General Corpus -- 2.4.3 Building the multimodal, promotional corpora -- 2.4.3.1 Corpora of marketing strategies -- 2.4.3.2 Corpus of documentaries about wine -- Chapter 3. From tasting to reviewing -- 3.1 The tasting event -- 3.2 Transforming sensory experiences into sensory language -- 3.3 Describing wine through analytical schemas -- 3.3.1 The Aroma Wheel -- 3.3.2 The Wine and Spirit Education Trust (WSET) system -- 3.4 The tasting note -- 3.4.1 The form and function of tasting notes -- 3.4.2 Types of tasting notes -- Chapter 4. Descriptors of wine across the senses -- 4.1 The many words for wine -- 4.1.1 Metonymy -- 4.2 Sensations construed as properties and objects through language -- 4.3 Cross-sensory descriptors: Synaesthesia and syncretism -- 4.4 Summary -- Chapter 5. Metaphor -- 5.1 The metaphorical nature of winespeak -- 5.2 Process-focused metaphors: Winemaking and related practices -- 5.2.1 Combining parts into a whole: The craft of winemaking -- 5.2.2 Raising wines: Organic metaphors for winemaking -- 5.3 Product-focused metaphors: The structure and behaviour of wine -- 5.3.1 Wine's state and performance: Organic metaphors -- 5.3.2 Wine's make up: Inorganic metaphors -- 5.4 The dynamics of wine: Motion language in TNs -- 5.4.1 Motion metaphors in TNs -- 5.5 Summary.

Chapter 6. The grading and evaluation of presence -- 6.1 Noticing and assessing presence in wine -- 6.1.1 The vocabulary of presence (and absence) -- 6.1.2 The vocabulary of quantity -- 6.1.3 The vocabulary of range -- 6.2 Expressing intensity and persistence in wine -- 6.3 Assessing the quality of presence through motion -- 6.3.1 presence dimensions and motion -- 6.3.2 intensity and persistence through motion -- 6.4 Summary -- Chapter 7. Rhetorical strategies to achieve credibility in wine assessment -- 7.1 The representation of the events described in wine reviews -- 7.2 The horizontal axis: The different events -- 7.2.1 The production event -- 7.2.2 The tasting event -- 7.2.3 The consumption event -- 7.3 The vertical axis: Space, time and source of knowledge -- 7.3.1 Activities and participants -- 7.3.2 Space and time -- 7.3.3 Source of evidence and modes of knowing -- 7.4 Summary -- Chapter 8. The market individuation of wine -- 8.1 The marketing of wine -- 8.2 Choosing names for wines -- 8.2.1 Literal naming strategies -- 8.2.2 Metaphorical naming strategies -- 8.3 Packaging wine -- 8.3.1 Wine bottles -- 8.3.2 Wine labels -- 8.4 Summary -- Chapter 9. Advertising wine -- 9.1 Literal strategies in wine advertising -- 9.1.1 The origin of wine -- 9.1.2 The process of making wine -- 9.1.3 The consumption of wine -- 9.2 Metaphorical strategies in wine advertising -- 9.2.1 Personification: Depicting wines as human beings -- 9.2.2 Wines as three-dimensional artefacts -- 9.3 Problematics of wine adverts in the theoretical framework -- 9.3.1 Pictorial simile -- 9.3.2 Contextual metaphor -- 9.3.3 Hybrid metaphor -- 9.3.4 Integrated metaphor? -- 9.4 Synaesthesia -- 9.5 Summary -- Chapter 10. Documenting wine in film -- 10.1 Wine documentaries -- 10.2 Singularizing strategies in wine documentaries -- 10.2.1 The intrinsic value of wine.

10.2.2 Adding value to wine -- 10.3 The form and function of figurative language in documentaries -- 10.3.1 Personification -- 10.3.1.1 Wine as child of winemaker -- 10.3.1.2 Expressiveness -- 10.3.1.3 Gender -- 10.3.2 Ingredient for a recipe -- 10.3.3 Assorted wine metaphors -- 10.3.4 Other verbal metaphors -- 10.3.5 Other language resources -- 10.4 Monomodal and multimodal metaphors in documentaries -- 10.4.1 Monomodal metaphors in documentaries -- 10.4.2 Multimodal metaphors in documentaries -- 10.4.3 Montage: Structure as metaphor -- 10.5 Summary -- Chapter 11. Final remarks -- 11.1 Afterword: De gustibus non est disputandum -- References -- Index.