Techniques of the Language of Tourism'Verbal and Visual Techniques' in UK's Brochures

• Author: Sadiona Abazaj
• Position: University of Tirana, Faculty of Economy
• Pages: 248-264

248

Vol. 2 No. 3

January, 2017

Balkan Journal of Interdisciplinary Research

IIPCCL Publishing, Tirana-Albania

ISSN 2410-759X

Acces online at www.iipccl.org

Techniques of the Language of Tourism”Verbal and Visual Techniques” in

UK’s Brochures

Msc. Sadiona Abazaj

University of Tirana, Faculty of Economy

Abstract

This paper focuses on the Verbal and Visual Techniques of the Language of Tourism, with a

main emphasis on UK’s Brochures. The language of tourism am empts to persuade and seduce

millions of human beings, so it am empts to convert them from potential into actual clients,

it hopes to turn them into tourists. Considering this purpose, the language of tourism uses

certain verbal and visual techniques in order to lure the tourists by gently talking to them

about the possible places they can visit. Precisely this topic is going to throw additional light

on the language of tourism in brochures describing United Kingdom’s sights, nature, culture,

food, sports, hotels, resorts, places by examining the techniques they employs, ranging from

verbal to visual techniques.

Keywords: Verbal techniques, testimony, visual techniques, ego-targeting, visual cliché,

aestheticism.

Introduction

Tourism is growing fast as a huge global industry. Due to the fact that tourism

is one of the most fl ourishing industries nowadays, advertising in tourism,

especially through traveling brochures, is a signifi cant component of the tourism

marketing process that can hugely infl uence the tourist’s perception. The aim

of this paper is to highlight the features of advertising in the domain of tourism.

The central focus will be on UK’s tourist brochures as an essential and powerful tool

of persuasion. Through a description and analysis of the characteristics used in a

promotional brochure, this paper seeks to investigate how British tourism presents

its best face and appeals to the tourists, what these linguistic and visual elements

represent, and how they present UK as a favorable tourist destination.

1. Verbal Techniques

1.1Comparison

Comparison is a verbal technique which is oW en employed to mollify the eT ects of

strangeness which and it is achieved by means of simile and metaphor. Elgin argues

that metaphor is the most powerful device for changing people’s am itudes. Simile is

less absolute than metaphor, is a weaker verbal technique. But it is certain that simile

and metaphor are used in order to manage the unfamiliarity of a destination for the

tourist, because brochure writers am empt to reduce the eT ects of s trangeness for their

clients.I have found comparison by the use of simile and metaphor in a brochure

called “Bekonscot” Model Village and Railway, as follows:

This is a nostalgic, aT ectionate and amusing take on England long gone. But although

249

Vol. 2 No. 3

January, 2017

Balkan Journal of Interdisciplinary Research

IIPCCL Publishing, Tirana-Albania

ISSN 2410-759X

Acces online at www.iipccl.org

historically accurate, we’re not like a dullmuseum. Weare for fun’.

‘During the Society existence it has grown in stature and reputation and is now

generally regarded as a leading Rose Society in the world’.1

1.2 Key word and keying

The secret of eT ective copy is thinking in the reader’s term. Thus research before

writing should seek to discover key words in order to draw tourist am ention. Key

words in the language of tourism tire the imagination of the tourist.And the purpose

of it is that for optimal eT ectiveness, the message should be short, clear, current,

active.I have found such examples of key word as follows:

‘Enjoy’, ‘Discover’, ‘Get active’, ‘Party time’, ‘Explore’, ‘Party time’, ‘Adventure’,

‘Experiences’, ‘Memorable’, ‘Welcome’, ‘Pleasure’2

All of these examples correspond to the requirements of the potential tourist and

these master words communicate promises of romance, excitement and adventure

because the main sources of am raction in travelling abroad are seen as opportunities

for the tourist to compare other societies with her\his own as a means of individual

status enhancement.

All allied concept to the use of key words is that of ‘keying’ which according to

Cohen(Cohen,1972) wrim en analogue to oral keying may be found in promotional

material which places great emphasis on words such as ‘genuine’, ‘historical’, ‘real’,

‘authentic’, ‘originally’, ‘unique’, ‘typical’. Thus for example I found these expressions

in the brochures:

‘Many of our ingredients come from our own estate’, ‘The Swiss-trained chef and

his team use local suppliers and British originally sourced food’, ‘Showing a unique

style’, ‘is one of only two of its kind in the country’, ‘The Salisbury Arms is a good old-

fashioned English inn with oak beams, wood panels and original fi replaces’, ‘it oT ers

everything one could wish for in a typicalold country pub’, ‘a family-friend restaurant

and traditional snug and bar with original sem les’, The Wam s Arms is a pub that in all

the best respects, is as traditional as traditional can get’. ‘For a unique dining experience

in a beautiful environment, head straight to London Road’, ‘The restaurants in Hat

fi eld and Milton Keynes maintain an authentic Tuscan country’. 3

All these expressions give the impression that tourist are coming into contact with

the authentic. It seems like what is traditional, unique and authentic is what am racts

tourist most because the ordinary the modern is there where they originate.

1.3 Testimony

According to Gartner (Gartner,1993) the projection of favorable destination images

by the tourist industry may be carried out by recognizable spokesperson who can

lend support to the advertised images. These spokespeople may be rich,famous and

even infamous personalities.In the hands of the travel writer these forms of testimony

may not only be molded to praise or damn a given destination,but also contribute

towards the fulfi llment of the major properties of the brochures-promotion,informat

ion,entertainment.

A type of testimony found in the language of tourism especially in the discourse of

travel advertising, is the satisfi ed customer. Here are some examples of the satisfi ed

1.Royal National Rose Society’, Bekonscot, Model Village and Railway, London City Brochure

2 ‘National Maritime Museum,’‘Bekonscot Model Village and Railway’, ‘Redwings’ , ‘Adventure Island’, ‘London

Aquarium’.

3 ‘Food and Drink Chilterns’ 2009 4th edition Brochure