Vlado Sušac University of Zadar CONCEPTUAL MAPPINGS IN TOURISM ADVERTISING – A SEMIOTIC APPROACH
Conceptual Mappings in Tourism Advertising
Jan 19, 2016
Conceptual mapping is a term that primarily derives from the tradition of cognitive linguistics, mostly developed in the last decades of the previous century when metaphor stopped being viewed as a mere rhetoric and stylistic device or a language ornament, but started being perceived as a way of reasoning and conceptualizing the world. Such a radical change of the perspective from language to thoughts was made possible when metaphor was recognized as a ubiquitous and omnipresent language phenomenon used consciously and subconsciously in categorizing our human experience. ‘Understanding one thing in terms of another’ or conceptual mapping between target and source domains has become a process recognized not only in the diachronic development of human thought and language, but also as very strong and effective tool in all kinds of promotional strategies, tourism included, which require short but condensed messages providing as much information in as little space possible. This process is not exclusively reduced to verbal messages, but also includes various pictorial devices and the semiotic interplay between words and images. Therefore, the idea of this paper is to examine central slogans and posters in advertising campaigns of national tourist boards worldwide and to discover and classify the most dominant conceptual mappings in presenting real or desired advantages of the countries as tourist destinations. The research is not reduced to metaphorical mappings occurring between two or more domains but, where necessary, will also indentify metonymical mappings within single domains. As myths in semiotic perspective are usually described as extended metaphors or ‘naturalization of the cultural’, the assumption is that by isolating most dominant conceptual domains from the online corpus in tourism advertising, we can recognize the prevailing myths of tourism. Moreover, the presence of similar or identical conceptual mappings in mutually distant parts of the world may lead us to conclusion that tourism as a global process has ‘created’ certain metaphorical universals, originally attributed to humankind as something natural and unquestionable rather than to be reduced to relative values and concepts of particular cultures.
Keywords: conceptual mapping, metaphor, metonymy, tourism advertising, semiotics.
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Vlado SušacUniversity of Zadar
CONCEPTUAL MAPPINGS IN TOURISM ADVERTISING – A
SEMIOTIC APPROACH
market positioning
brand name
slogan
logo
“Positioning: The Battle for Your Mind”
SLOGANSsluagh – ghairm > a war cry used among
Scottish clans e.g. Buaidh no Bàs! (Victory or Death)
a short phrase that communicates either descriptive or persuasive information about the brand (Keller, 2003).
brand = tourist destination (local, regional, national)
based on slogan’s value proposition
VARIOUS CATEGORISATIONS OF SLOGANSPike (2004):
• Functional destination attributes: Hurunui – alpine Pacific triangle’.
• Affective qualities: ‘West Virginia – wild and wonderful’.• Travel motivation benefits: ‘Ruapehu – where adventure
begins’.• Market segmentation: ‘Hawkes Bay – wine country’.• Symbols of self expression: ‘Pack your six senses – come
to Peru’.• Countering risk: ‘Cuba – peaceful, safe and healthy
tourism’.• Brand leadership: ‘Zambia – the real Africa’,• Focus: ‘Auckland– city of sails’.• Unfocus: ‘Ecuador – nature, culture, adventure and travel’ • Combinations of the above: ‘Michigan. Great Lakes.
Great times’.
Lee, Cai and O’Leary (2006):Buy us because we are good: “Ohio -A
Perfect Getaway”Common attribute-based: ‘”Arkansas - The
natural state”Unique attribute-focused:“Arizona - Grand
canyon state”Exclusive appeal: “Virginia is for lovers”Average Joe: “New Jersey and you, perfect
together”
CONCEPTUAL MAPPING APPROACH“The essence of metaphors is understanding and
experiencing one kind of things in terms of another.” (Lakoff and Johnson, Metaphors We Live By, 1980)
Conceptual metaphor is a natural part of human thought
Linguistic metaphor is a natural part of
human language
CONCEPTUAL METAPHORS
ANGERTIMEGOOD
ISHEAT
MONEYCLEAN
target domain
source domain
MAPPING
LINGUISTIC METAPHORSANGER IS HEAT:
- All the time I was boiling with rage- We had a flaming argument about religion- He's hot tempered but he soon gets over his anger
TIME IS MONEY:- I invested three years of my life in writing that book- She spent hours playing with her granddaughter- I wasted my time on this research project
CONCEPTUAL DIVERSIFICATIONone target – more source domains
GOOD IS CLEAN GOOD IS FIRST
He is one of the few clean politicians
It was an immaculate performance
she had a spotless reputation
I'm your number-one fan
my family had to take second place to my career
this is a third rate dictionary
CORPUS ANALYSISsemasiological classification of about 150
slogans of national and regional tourist boards, mostly presented at 2012 WTM London
model : conceptual mapping based on the target domain GOOD (IMPRESSIVE / REPUTABLE)
GOOD IS NATURAL / AUTHENTIC Switzerland. Get natural Uruguay natural Cuba autentica Dominica – the nature Island Naturally Nepal – once is not enough Costa Rica – no artificial ingredients Croatia - The Mediterranean as it once was¸ Malta –Truly Mediterranean Malaysia – Truly Asia Montenegro -Experience the Wild Beauty Trinidad & Tobago – the true Caribbean Pure. Natural. Unspoiled. Iceland. The Way Life Should Be. 100% Pure New Zealand Pure Russia
GOOD IS UNDISCOVEREDDiscover the unexpected LuxembourgSerbia - Discover UndiscoveredRomania – explore the Carpatian GardenCanada – keep exploringGuyana –experience, explore & enjoyReveal your own RussiaPeru – empire of hidden treasuresUkraine yours to discoverSierra Leone – the freedom to exploreZambia – Let’s exploreDiscover MongoliaJapan – Endless DiscoveryCome to Bangladesh before the tourists
GOOD IS UNIQUEUniquely SingaporeAustralia. A different lightThere’s nothing like AustraliaThere's no place like Hong KongSydney - There's no place like it.Andalucia. There's only one.Sicilia. Everything else is in the shade Ireland – Awaken to a different worldBulgaria - Unique in its DiversityCzech Republic – Stunningly DifferentThe Seychelles Islands – another worldGeorgia – for the best moments of your lifeNicaragua – unica... original! Indonesia. Ultimate in Diversity.Puerto Rico does it better
GOOD IS DIVERSE
Amazing Thailand – Experience VarietyAmazing Thailand – Dreams for all seasonsCyprus. The Island for All SeasonsCyprus. A whole world on a single islandSpain. Everything Under the SunBulgaria - Unique in its Diversity Indonesia. Ultimate in Diversity.Dominican Republic has it allKarnataka – one state many worldsValencia Region – gives you everythingAntigua and Barbuda – the beach is just the beginning
GOOD IS VIVIDNigeria – tourism is lifeNormandy – Love the Land. Live the LifeLive it up in Singapore!Ecuador – love life
GOOD IS LIGHTSicilia. Everything else is in the shadeAustralia. A different lightSpain. Everything Under the SunMaldives – the sunny side of life
GOOD IS BIGWales. Big countrySlovakia – Little Big CountryCroatia – a small country for a great holidayBhutan – land of gross national happiness
GOOD IS NEWVietnam. A Destination for the New MilleniumAlbania - A New Mediterranean to LoveSouth Africa – Inspiring new waysEstonia. Positively Transforming.
GOOD IS FIRST / OLDESTCome to Bangladesh before the touristsDelaware – the first stateEgypt where it all beginsEthiopia the cradle of humankind
GOOD IS DREAM / IMAGINATIONAmazing Thailand – Dreams for all seasonsQatar – where dreams come to lifeIreland – Awaken to a different worldPoland – Move your imaginationKorea - Be inspired
GOOD IS SUPERNATURAL / DIVINE Kerala. God's own country. Live your myth in Greece Iceland is my spiritland India. Eternally Yours North Cyprus – Timeless Beauty Vietnam – timeless charm Magical Kenya Zimbabwe –a world of wonders Refreshingly Sri Lanka – wonder of Asia Cambodia – Kingdom of wonder Kazakhstan – the land of wonders Wonderful Indonesia Brasil – Sensational! Thailand always amazes you Incredible India Rajasthan – The Incredible State of India
GOOD IS FRIENDLY Scotland welcomes the world Belarus – Hospitality beyond borders Abu Dhabi – travellers welcome You've Got a Friend in Pennsylvania."
GOOD IS DESIRE / IMPATIENCE Australia - We can't wait to say G'day Austria. At last! Austria. You've arrived I Wish I was in Finland I need Spain Bolivia awaits you
GOOD IS MUSIC Argentina – beats to your rhythm Latvia. The Land that Sings.
GOOD IS PHYSICAL EXPERIENCE / SENSATION I Feel SloveniaLithuania – See it, feel it, love itParaguay – you have to feel itMontenegro -Experience the Wild BeautyGuyana –experience, explore & enjoySwaziland – a royal experienceHong Kong will take your breath away!Mauritius – it's a pleasureLatvia – Best enjoyed slowlyJump into IrelandMorocco the country that travels within you
GOOD EMOTION IS BODY PART (REACTION)Bosnia - Your Heart-Shaped LandTaiwan – the heart of AsiaMalawi the warm heart of AfricaSmile! You are in Spain!My Indonesia – Just a Smile AwayGambia – the smiling coast of Africa
UNCLASSIFIED Holland – add some orange Colombia – the only risk is wanting to stay California – find yourself here Venezuela is your destination Germany – the travel destination Go Goa – a perfect holiday destination Cameroon is back China Tourism / Beautiful China www. fijime.com Definitely Dubai Beautiful Bangladesh
NATU
RAL/AU
THEN
TIC
VIVID BIG
DIVERSE
NEW
DREAM /
IMAGIN
ATION
FRIENDLY
MUSI
C
BODY
PART
/ REACTI
ON
0
2
4
6
8
10
12
14
16
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