Language of Tourism Advertising: A Pragmatic Approach
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
Publication date: 01 March 2012
- Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.
Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.
Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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