From Vineyard to Label: The Evolution of Wine Label and Advertisement Design in the 1960´s in Mendoza, Argentina
This article aims to research about the modifications and transformations in wine label design and their prominence in advertising in a context of unprecedented increase in wine production in the 1960s in the province of Mendoza, Argentina. During the decade under consideration, from 1958 to 1970, t...
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| Format: | Online |
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Universidad Pedagógica y Tecnológica de Colombia
2024
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| Online Access: | https://revistas.uptc.edu.co/index.php/perspectiva/article/view/17500 |
| _version_ | 1801706805918695424 |
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| author | Copia, María Laura |
| author_facet | Copia, María Laura |
| author_sort | Copia, María Laura |
| collection | OJS |
| description | This article aims to research about the modifications and transformations in wine label design and their prominence in advertising in a context of unprecedented increase in wine production in the 1960s in the province of Mendoza, Argentina. During the decade under consideration, from 1958 to 1970, this phenomenon was strengthened by innovations in distribution channels and promotional strategies, both corporate and state-driven. Simultaneously, this period saw the emergence of Design as a disciplinary field in our province, so we seek to determine whether label design benefited from contributions from this new disciplinary field and to what extent it reflected changes in the wine industry. To achieve this, in addition to existing literature, we consulted repositories and collections of labels, as well as magazines from the period, giving particular importance to the publication "Vinos, Viñas y Frutas," published by the Argentine Viticulture Association. |
| format | Online |
| id | oai:oai.revistas.uptc.edu.co:article-17500 |
| institution | Revista Perspectiva Geográfica |
| publishDate | 2024 |
| publisher | Universidad Pedagógica y Tecnológica de Colombia |
| record_format | ojs |
| spelling | oai:oai.revistas.uptc.edu.co:article-175002024-06-11T17:07:01Z From Vineyard to Label: The Evolution of Wine Label and Advertisement Design in the 1960´s in Mendoza, Argentina De la viña a la etiqueta: la evolución del diseño de etiquetas y publicidades de vino en la década del sesenta en Mendoza, Argentina Da Vinha à Etiqueta: A Evolução do Design de Rótulos e Publicidades de Vinho na Década de 1960 em Mendoza, Argentina Copia, María Laura Consumo diseño diseño industrial etiquetado This article aims to research about the modifications and transformations in wine label design and their prominence in advertising in a context of unprecedented increase in wine production in the 1960s in the province of Mendoza, Argentina. During the decade under consideration, from 1958 to 1970, this phenomenon was strengthened by innovations in distribution channels and promotional strategies, both corporate and state-driven. Simultaneously, this period saw the emergence of Design as a disciplinary field in our province, so we seek to determine whether label design benefited from contributions from this new disciplinary field and to what extent it reflected changes in the wine industry. To achieve this, in addition to existing literature, we consulted repositories and collections of labels, as well as magazines from the period, giving particular importance to the publication "Vinos, Viñas y Frutas," published by the Argentine Viticulture Association. Este artículo pretende indagar sobre las modificaciones y transformaciones en el diseño de etiquetas de vino y su protagonismo en publicidades a la luz del incremento inédito de vino en la década del sesenta en la provincia de Mendoza, Argentina. En la década que abordamos, entre el año 1958 a 1970, este fenómeno se vio fortalecido por innovaciones en los canales de distribución y estrategias de promoción, tanto empresariales como estatales. En forma simultánea, este período vio nacer la conformación del Diseño como campo disciplinar en nuestra provincia, por lo que tratamos de verificar si el diseño de las etiquetas recibió aportes de este nuevo campo disciplinar y en qué medida reflejó los cambios en el sector vitivinícola. Para ello, además de la bibliografía existente, consultamos repositorios y colecciones de etiquetas, y revistas de la época, privilegiando en nuestro análisis la publicación Vinos, Viñas y Frutas, órgano de difusión de la Asociación Vitivinícola Argentina. Este artigo tem como objetivo investigar as modificações e transformações no design de rótulos de vinho e sua proeminência na publicidade à luz do aumento sem precedentes na produção de vinho na década de 1960 na província de Mendoza, Argentina. Durante a década em questão, de 1958 a 1970, esse fenômeno foi fortalecido por inovações nos canais de distribuição e estratégias promocionais, tanto corporativas quanto estatais. Simultaneamente, esse período viu o surgimento do Design como um campo disciplinar em nossa província, então buscaremos determinar se o design de rótulos se beneficiou de contribuições desse novo campo disciplinar e em que medida refletiu as mudanças na indústria vitivinícola. Para isso, além da literatura existente, consultamos repositórios e coleções de rótulos, bem como revistas da época, dando particular importância à publicação "Vinos, Viñas y Frutas", órgão de divulgação da Associação de Viticultura Argentina. Universidad Pedagógica y Tecnológica de Colombia 2024-06-11 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://revistas.uptc.edu.co/index.php/perspectiva/article/view/17500 10.19053/uptc.01233769.17500 Perspectiva Geográfica; Vol. 29 No. 3 (2024): Vitivinicultura en las Américas Perspectiva Geográfica; Vol. 29 Núm. 3 (2024): Vitivinicultura en las Américas Perspectiva Geográfica; v. 29 n. 3 (2024): Vitivinicultura en las Américas 2500-8684 0123-3769 Derechos de autor 2024 Perspectiva Geográfica https://creativecommons.org/licenses/by-nc-nd/3.0/legalcode |
| spellingShingle | Consumo diseño diseño industrial etiquetado Copia, María Laura From Vineyard to Label: The Evolution of Wine Label and Advertisement Design in the 1960´s in Mendoza, Argentina |
| title | From Vineyard to Label: The Evolution of Wine Label and Advertisement Design in the 1960´s in Mendoza, Argentina |
| title_alt | De la viña a la etiqueta: la evolución del diseño de etiquetas y publicidades de vino en la década del sesenta en Mendoza, Argentina Da Vinha à Etiqueta: A Evolução do Design de Rótulos e Publicidades de Vinho na Década de 1960 em Mendoza, Argentina |
| title_full | From Vineyard to Label: The Evolution of Wine Label and Advertisement Design in the 1960´s in Mendoza, Argentina |
| title_fullStr | From Vineyard to Label: The Evolution of Wine Label and Advertisement Design in the 1960´s in Mendoza, Argentina |
| title_full_unstemmed | From Vineyard to Label: The Evolution of Wine Label and Advertisement Design in the 1960´s in Mendoza, Argentina |
| title_short | From Vineyard to Label: The Evolution of Wine Label and Advertisement Design in the 1960´s in Mendoza, Argentina |
| title_sort | from vineyard to label the evolution of wine label and advertisement design in the 1960´s in mendoza argentina |
| topic | Consumo diseño diseño industrial etiquetado |
| topic_facet | Consumo diseño diseño industrial etiquetado |
| url | https://revistas.uptc.edu.co/index.php/perspectiva/article/view/17500 |
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