Campania's Wine on the Net: A Translational-Terminological Analysis of Winespeak

The present research revolves around the analysis of winespeak—the
name given to the set of terms1 used in wine descriptions—in the context
of online promotional communication of Campania‟s DOP, DOC, DOCG,
IGP, and IGT wines. Firstly, the study aims to evaluate the main features
of wine discourse in Italian and English online communication by both
verifying the degree of harmonisation with national and international wine
terminological standards, and simultaneously observing creative language
uses based on existing frameworks. Indeed, a distinguishing characteristic
of wine tasting terminology is the coexistence of both technical and
creative terms that respond to the marketing and cultural dimensions of the
wine phenomenon (S. M. Pavel, 2013). Secondly, the focus is also on the
inter-linguistic transfer from Italian into English; by means of an interlingual
comparison, similarities and differences in the communicative
approach among the online wineries considered within and outside the
Italian-speaking community are spotted. This, moreover, enables the
examination of translation choices‟ stability and of the overall translation
quality with a specific focus on the accuracy and efficiency dimension.