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So beautiful and so close: Slogans in tourism advertising and their impact on social discourses in semiosphere

Recent sociosemiotics stresses the openness of different types of social discourses, the fluidity of their boundaries as well as the existence of conditions of crossing from one type of social discourse to anther. Also, the difference between the discourse of a certain promotional campaign and the discourse on such a campaign (which is created after the reception and the reflection of a message in the public sphere/semiosphere) is quite important. For the sociosemitic analysis of social discourse both of these discourses are relevant and needed, but the analysis must not mix them up or reverse them. From the analytical point of view, the immanent analysis of the discourse of the promotional campaign - which starts from its textual material - must precede the analysis of the discourse on the promotional campaign that is developed by different instances of the reception. Slogans play and important part in tourism advertising, their purpose being to attract tourists to a certain destination. They usually convey a short but appropriate message which is supposed to point out some specific features that might be interesting to the potentional tourist. Depending on who the target tourist is, slogans are often adapted according to special advantages a destination can offer to different visitors of a country. The aim of this paper is to analyze two recent slogans that have been launched in the promotion of Croatia as a tourist destination which have triggered new discourses on these slogans in different media.

slogans in tourism; discourse analysis

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