Abstract:
This study delves into the evolving landscape of communication channels within the wine industry, specifically focusing on Prosecco, a renowned Italian sparkling wine. The research is structured into three chapters, with a central aim of gaining a deeper understanding of how Prosecco's perception has transformed over time through the medium of printed media, a communication avenue now fading into obsolescence. The investigation centres on the dynamics between consumers and producers, analyzing their behaviour and attitudes toward advertisements during various historical periods.
A historical overview of Prosecco composes the introduction, tracing its significance as a wine and examining market trends since the 1970s. This historical context sets the stage for the second chapter, which explores the entities involved in both the production and communication of Prosecco's intrinsic values, all intricately linked to its unique terroir.
The second phase of the study focuses on the analysis of printed sources and articles featuring Prosecco advertisements, commencing in the 1960s and progressing chronologically year by year. This examination tracks the evolving advertisements and associated values of Prosecco, illuminating their transformation up to the 2000s.
The final chapter of the research projects into the future, considering the potential resurgence of digital mediums in communicating the values of Prosecco Valdobbiadene DOCG, one of the most significant consortia dedicated to the promotion of Prosecco. This analysis aims to comprehend the timeline in which the importance of terroir as a fundamental component of wine quality gained prominence, ultimately leading to the gradual recognition of Prosecco's potential among consumers in Italy.
In conclusion, this study not only unravels the historical evolution of Prosecco and its perception but also highlights the pivotal role of communication and marketing in the wine industry. As wine has always played a central role in culture and social interactions, this research underscores the significance of effective communication for consumers and producers, particularly in the highly competitive wine market.
