Scottish Enlightenment Philosophy as a Theoretical Framework of Wine Rhetoric
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Abstract
Modern wine rhetoric embodies all of the persuasive communication skills developed by wine professionals as they navigate their field by learning new wine trends and experiencing different restaurant environments. The rhetorical skills they develop are reflective of Scottish Enlightenment theories on Taste and beauty. Though these fields do not usually intersect in formal education, exploring wine rhetoric through the lens of Scottish Enlightenment reveals the purposeful methodology behind their practice of persuasive communication. This article situates Enlightenment rhetoric in the current conversation of wine by illuminating today’s wine rhetorical practice as indebted to Enlightenment rhetorical theory and strategy.
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This is an Open Access article, distributed under the terms of the Creative Commons Attribution Non–Commercial No Derivatives License which permits noncommercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of the Publisher must be obtained for commercial re-use or in order to create a derivative work.
