Journal of Entrepreneurship and Innovation Research

Journal of Entrepreneurship and Innovation Research

Discourse analysis of tourism promotional teasers from a multimodality perspective

Document Type : Original Article

Authors
elahe eshaghie 1
maryam ghyasian 1
mehrdad karimy 2
1 Department of language and linguistics, Faculty of Humanities, Payame Nur University, Iran
2 Practical Art, Tehran University of Art,Tehran, Iran.
10.22034/eir.2023.168067
Abstract
In today's audiovisual era, advertising has become a form of multimedia communication.
The purpose of this research is to analyze the multifaceted discourse of tourism promotional teasers in the framework of the model proposed by VanLeon (1996). One of the subjects of research in the literature of geographical criticism and tourism topics is that the author has done the investigation of promotional teasers in this essay.
The sample data in this study includes 8 tourism advertisement teasers collected through the Internet. For this purpose, multimodal discourse analysis and corpus analysis have been used.
The main goal is to identify specific cultural values ​​and markers that are chosen to be presented to the audience. The research method is qualitative (inductive) and descriptive-analytical.
The research results show that each country has adopted a relatively different approach to create a unique image and a recognizable identity.(At the same time, nature and man are the dominant element and sign in almost all the samples studied.‌)
Keywords
corpus analysis
tourism
multimodality discourse analysis
advertising video. Media semiotics
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