engleski

Multimodal Interplay of Tropes in Tourism Advertising

This paper is a continuation of previous research based on the semiotic analysis of slogans in tourism advertising (Sušac, 2013), where dominant metaphorical concepts in the destination branding were isolated on a global scale. Here, it represents a shift from the previous monomodal to a multimodal approach to the analysis of the selected corpus, with a particular focus on the interplay of verbal and pictorial metaphors and metonymies, from contextual to hybrid ones. In other words, the objective is to examine to what extent there is a compliance of the already analysed verbal signifiers and the pertaining concepts with pictorial resources, which also include a variety of typographic solutions. Two types of relationship are identified, the functional one, directly connected to the verbal part of a mutimodal message and the expressive one, which features a much looser connection between them. The largest number of the analysed advertisements make part of the promotional activities of Croatian Tourist Board in recent years. In addition, particular emphasis will also be placed on the paradigmatic analysis of marked and unmarked signs that support or break the dominant values of the social environment in which particular promotional texts are created.

metaphor, metonymy, typography, slogans, tourism advertising, markedness

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