Stereotyping in Tourism Discourse: Intercultural Communication and Nation Branding

Stereotyping in Tourism Discourse: Intercultural Communication and Nation Branding

Vesna Mikolič (Science and Research Centre of Koper, Slovenia & University of Trieste, Italy)
Copyright: © 2018 |Pages: 13
DOI: 10.4018/978-1-5225-2930-9.ch009
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Abstract

The aim of the chapter is to present stereotyping as an important discourse strategy and culture-specific linguistic phenomena in tourism advertising discourse. Stereotyping in tourism advertising occurs when the authors of advertisments generalise underlining only those qualities that make a competitive advantage of the advertisied product. Stereotypes therefore play the key role in constituting the identity of tourism product. Besides the tourism product, also the addressee is stereotyped, since the persuasion strategy of the tourism advertising should be adapted to a generalised representation of the specific target audience. In the chapter the stereotyping in the tourism advertising discourse is observed regarding the choice of arguments and modification of their intensity. Further, the intercultural comparison is made between the arguments and their modification in Slovenian and Italian tourism advertising texts. In the final part of the chapter the metaphorization is shown as a discourse strategy complementary to stereotyping.
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Aims And Methods Of Research

The aim of our research is to present stereotyping as a culture-specific linguistic phenomenon in tourism advertising discourse evident especially at the level of lexis, verbalisation of the illocutionary force and conversational style. The achievements presented in the chapter are based on three research projects related to the Slovenian tourism and Slovenian nation branding: TURK, TURS, and TI SI in which the sociolinguistic aspects of tourism as a field of intercultural communication have been observed.

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