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Language of Tourism Advertising: A Pragmatic Approach

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Abstract:

Much of the existing research on tourism advertising has focused on visual semiotics rather than verbal language. This research note discusses the methodological approach that was taken to investigate language use in British tourism print advertising. Pragmatics, a branch of linguistics, was utilized to support the content analysis of figures of speech. This methodological approach is the first serious attempt to explore the language use in tourism advertising. The approach taken provides rich insight into the interpretation of figures of speech and demonstrates how language contributes to the communication of tourism images. The major contribution of this research lies in the detailed textual analysis of figures of speech. This analysis is based on pragmatic approach, relevance theory, which enhances the interpretation of tourism images.

Keywords: CONTENT ANALYSIS; PRAGMATICS; RELEVANCE THEORY; TOURISM ADVERTISING

Document Type: Research Article

DOI: https://doi.org/10.3727/108354212X13388995267986

Publication date: 2012-03-01

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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