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.
|Title of host publication||Tourism and Visual Culture: Methods and Cases|
|Editors||Peter Burns, Jo-Anne Lester, Lyn Bibbings|
|Place of Publication||Cambridge, MA, USA|
|Number of pages||240|
|Publication status||Published - Jun 2010|