Destinationswerbung: Zur Image-Konstruktion von touristischen Räumen durch multimodale Inszenierung von Identitätsmarkern

Held Gudrun ()
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Held Gudrun: Fachbereich Romanistik, Paris Lodron Universität Salzburg, Erzabt-Klotz-Strasse 1, A-5020 Salzburg Austria

Zeitschrift für Tourismuswissenschaft, 2019, vol. 11, issue 1, 149-174

Abstract: Destination advertising is above all a skillful image promotion. The construction of a specific place image is supposed to bear basically on a heterogenous group of symbolic signs I define as ‘identity-markers’. Due to their inherent iconic force they turn out to be strikingly perceptive representants of the promoted space and as such their features can widely be exploited in the multimodal design of the advertising texture. In a linguistic analysis of selected print-ads is shown how identity markers are textually staged and how different strategies of relating semiotic modes constitute to match an identity-bound ‘tourist gaze’.

Keywords: Destinationswerbung; Printwerbung; Raum-Marketing; Imagekonstruktion; Identität/Identitätsmarker; Textlinguistik; Sprach-Bild-Texte; Multimodalität; Visualisierungsmethoden!; destination advertising; image construction; multimodal text analysis; identity(marker) (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:touwis:v:11:y:2019:i:1:p:149-174:n:5

DOI: 10.1515/tw-2019-0008

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