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

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