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In vino...art
Written by Fabio Marzari   
On the 17th and the 18th, there will be the general ordinary meeting of the ACIEV, the Italian association between collectors of wine labels. The label, for which exists also a Museum in Cupramontana near Ancona, represents the visiting card for each bottle; it is the element that captures the attention, that helps people to disentangle in the wines’ mass, and it is the topic of the interesting book by Chiara Vigo.

 

In it, she puts forward the hypothesis of new aesthetics based on pluri-sensory experiences, by analyzing the authors’ labels as taste images, just to see in which way the great artists evoked, through the vision faculty, the other senses.

 

After having sketched the historical evolution of the label, she finds out its para-textual nature, the typologies and the communicative functions. It is also faced the problem of taste and she proposes to considering the sensory analysis of wine as a cognitive practice that works through semiotic mechanisms. The essential components of the label are individualized in order to understand how each element has a share to the taste representation.

 

The corpus, that comprehends the most important French and Italian authors’ labels of the XX century, is analysed from a point of view that allows to consider the authors’ label as an attempt to translate the plury-sensory experiences. The analysis of the label by Francis Bacon and a label of un unknown author underlines that aesthetics of pluri-senses can become an effective communicative strategy. The greatest artists, by undertaking on carrying out authors’ labels, created a full relation between contents and container.

 

«Arte e vino. L’etichetta d’autore come immagine del gusto»
di Chiara Vigo
Cicero Edizioni