Semiotic Modes in Local Gastronomic Discourse: A Comparative Analysis of Culinary Shop Signs in Greece and Cyprus

Abstract

The paper aims to provide insights into the use of semiotic modes used in the shop signs of culinary business in Greece and Cyprus. In this context, we examine, comparatively, culinary shop signs collected from the commercial center of Thessaloniki and Limassol, two European, Mediterranean cities, with a significant gastronomic tradition and a lively city center. These semiotic modes are represented in a sample which is composed of shop signs whose verbal message constitutes verbo-cultural palimpsest or is written in a local dialect, as well as of shop signs which focus on their iconic visual message using intersemiotic translation or visual rhetoric to make their message appealing for the consumers. The main conclusion is that the shop signs under scrutiny seem to be addressed mainly to the native people of the two countries which are considered in the common cultural practice much better consumers than tourists as concerns their culinary habits. The study provides also evidence for the creative use of culinary shop signs in both cities. Intracultural interpretation as well as the design of the verbal element seems to make shop signs more appealing for the consumers.