Visual images of metaphors in tourism advertising

Elmira Djafarova, Hans-Christian Andersen

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

5 Citations (Scopus)


This study explores the contribution of metaphorical patterns to the representation of tourism images in print advertising. The focus of this chapter is on print advertising as metaphor and is analysed from a linguistic point of view. It investigates metaphor within the context of advertising and aims to distinguish the tendencies in the metaphorical use of tourism advertising. Two hundred individual adverts were selected from various British print publications where tourism advertising could appear: national newspapers, general interest magazines, women's magazines and tourist brochures. Tourism advertising was collected from the following publications: Thomas Cook, Thomson, STA Travel brochures, Vogue, Ocean Village, Explore, and Cornwall. Analysis identified that 15% of the selected advertisements from 2005 employed metaphors in their messages. Findings show that metaphors can provide more distinctive visual images, which are used in object-based metaphors.
Original languageEnglish
Title of host publicationTourism and Visual Culture: Methods and Cases
EditorsPeter Burns, Jo-Anne Lester, Lyn Bibbings
Place of PublicationCambridge, MA, USA
Number of pages240
ISBN (Print)978-1845936112
Publication statusPublished - Jun 2010


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