THE ONOMASTICS OF WINERIES BETWEEN TRADITION AND GLOBALIZATION
THE ONOMASTICS OF WINERIES BETWEEN TRADITION AND GLOBALIZATION

Summary/Abstract: The present study aims to examine the dynamics of the onomastics of wineries in the Republic of Moldova and highlights their relationship between tradition and globalization. Traditional wineries, such as: vineyard, wine cellar, winery, wine house, domains, cellar, reflect the connection with the cultural heritage, local history and the terroir specific to the area. On the other hand, international names inspired by global models: winery, estate, chateau, highlight the orientation towards foreign markets and the adoption of international branding strategies.The research also analyzes the emergence of ad-hoc names of wineries, for example: Winetage, Et Cetera, KVINT, TE WA, which represent a modern vision of the wineries' message, either a tradition that is reinterpreted, a metaphor or an acronym. Thus, the onomastics of wineries becomes a tool for cultural communication, for consolidating national identity and for positioning on the international wine market.

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