Acta turistica, Vol. 25 No. 2, 2013.
Izvorni znanstveni članak
CONCEPTUAL MAPPINGS IN TOURISM ADVERTISING - A SEMIOTIC APPROACH
Vlado Sušac
orcid.org/0000-0003-2002-0079
; Sveučilište u Zadru, Odjel za turizam i komunikacijske znanosti, Zadar, Hrvatska
Sažetak
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. The idea of this paper is initially to examine the central slogans taken from 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. It will provide a basis for more demanding future analyses of visual imagery and their concordance with concepts transferred by verbal signs. The present 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 conclude 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.
Ključne riječi
conceptual mapping; metaphor; metonymy; tourism advertising; semiotics
Hrčak ID:
124025
URI
Datum izdavanja:
1.6.2013.
Posjeta: 2.059 *