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

AuthorSadiona Abazaj
PositionUniversity of Tirana, Faculty of Economy
Vol. 2 No. 3
January, 2017
Balkan Journal of Interdisciplinary Research
IIPCCL Publishing, Tirana-Albania
ISSN 2410-759X
Acces online at
Techniques of the Language of Tourism”Verbal and Visual Techniques” in
UK’s Brochures
Msc. Sadiona Abazaj
University of Tirana, Faculty of Economy
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,
Tourism is growing fast as a huge global industry. Due to the fact that tourism
is one of the most ourishing industries nowadays, advertising in tourism,
especially through traveling brochures, is a signi cant component of the tourism
marketing process that can hugely in 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
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
Vol. 2 No. 3
January, 2017
Balkan Journal of Interdisciplinary Research
IIPCCL Publishing, Tirana-Albania
ISSN 2410-759X
Acces online at
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 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
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 ful llment of the major properties of the brochures-promotion,informat
A type of testimony found in the language of tourism especially in the discourse of
travel advertising, is the satis ed customer. Here are some examples of the satis 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
3 ‘Food and Drink Chilterns’ 2009 4th edition Brochure

To continue reading

Request your trial

VLEX uses login cookies to provide you with a better browsing experience. If you click on 'Accept' or continue browsing this site we consider that you accept our cookie policy. ACCEPT