Semiotics of taste: Application in China for International (and Local) Food and Flavor Industries
Vladimir Djurovic, Nadège Depeux
This article is based on a methodology designed and applied during a 2009 study sponsored by Givaudan and executed by Labbrand for the Chinese market. It originated from a shared interest in exploring how applied semiotics could be used to better grasp the elusive question of flavor experience and enable improved flavor innovation.
In this paper we define flavor and taste, and understand the difference between the two, in the following way: Flavor is a sensory experience produced by...