L’essence du territoire en quelques mots : vers une lecture linguistique et néo-localiste des slogans agroalimentaires français

Abstract

In the context of globalised production chains, numerous small, regionally established French agri-food enterprises employ neo-localist rhetoric to advocate for short food supply chains, which involve a maximum of one intermediary. Adopting a linguistic–rhetorical approach, we propose a classification system for items, as outlined by Adam/Bonhomme (2012), which distinguishes between accroches (‘concise attention-getters’) and phrases d’assise (‘explanatory baselines’). Our analysis encompasses four distinct dimensions: the utilisation of regional languages, including Breton, Corsican and Basque, can be regarded as a form of strategic bilingualism. The adjectival layer is characterised by the notion of authentique as the fundamental element of axiological meaning. Metaplasms and lexical détournements serve to enhance salience, while enthymemes subtly establish a connection between nature/tradition and quality/ proximity. The findings indicate a numerical predominance of accroches, consistent with mnemonic simplification and experiential anchoring. The primary function of regional languages is to serve as visual and lexical indices, thereby reinforcing the local ethos while ensuring the preservation of accessibility in French. Adjectival patterns consist of relational origin markers (toponyms) paired with qualifying values (e. g., authentique), and playful détournements enhance memorability without sacrificing referential clarity. The study proposes a replicable grid for ultra-brief brand discourse and clarifies how neo-localist slogans perform identity work at the intersection of language, culture, and commerce, with implications for territorial branding and short food supply chains.