La corrida del toro de Osborne: Análisis semiótico de un logo que define a España

Autor: Chad Husko

Edición: 1ª

Resumen: Desde fuera, el mundo ve a España como la tierra del toro: las famosas fiestas navarras de San Fermín, los toros bravos en las corridas, toreros descaradamente oscilando sus capas a los gritos de `ole´ y, desde luego, coñac y jerez. Si estos ejemplos no son familiares, es obvio que nunca ha estado en España. El toro, el símbolo que ha llegado a ser la imagen inequívoca de España, es instantáneamente reconocible por todo español, no como un toro arbitrario, sino como una figura en particular. El icono, un toro negro frente a un fondo neutro pertenece a la bodega Osborne, es su logotipo y en sus palabras, “la marca española más popular dentro y fuera de nuestras fronteras.´´1 Esta presencia en un país de Europa occidental en el mundo del comercio es extraordinario y dominante. Aunque el Toro2 es un símbolo de España para el mundo, no todos los españoles están de acuerdo que les representa. En un país que históricamente se ha enfrentado a asuntos de diverso interés político con grupos separatistas y por lo menos con cuatro comunidades lingüísticas, reconocidas oficialmente.  Es así que el Toro de Osborne sólo se ha transformado en otro objeto de disputa para definir lo que significa ser `español.´ Este escrito trazará el desarrollo histórico y semiótico del Toro de Osborne y mediante este proceso hará unas observaciones y conclusiones sobre la sociedad española contemporánea.

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