Conceptual Mappings - Prezentacija (2)

8/10/2019 Conceptual Mappings - Prezentacija (2)

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CONCEPTUAL MAPPINGS INTOURISM ADVERTISINGA

SEMIOTIC APPROACH


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What is semiotics / semiology? the study of signsand symbols, esp. the relations

between written or spoken signs and their referents inthe physical world or the world of ideas (TheFreeDictionary).

''Semiotics is in principle the discipline studying

everything which can be used in order to lie (U. Eco,1979)


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Denotation and connotation = levels of meaning

Denotation = first order of signification

Connotation = second order of signification

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SIGNIFIER SIGNIFIED

SIGN

SIGNIFIER SIGNIFIED

SIGN


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marketpositioning

brandname

slogan

logo

Positioning: The Battle for Your Mind


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VARIOUS CATEGORISATIONS OF SLOGANSPike (2004): Functional destination attributes: Hurunui alpine Pacific

triangle.

Affective qualities: West Virginia wild and wonderful.

Travel motivation benefits: Ruapehu where adventure

begins. Market segmentation: Hawkes Bay wine country.

Symbols of self expression: Pack your six senses come toPeru.

Countering risk: Cuba peaceful, safe and healthy tourism.

Brand leadership: Zambia the real Africa, Focus: Aucklandcity of sails.

Unfocus: Ecuador nature, culture, adventure and travel

Combinations of the above: Michigan. Great Lakes. Great

times.


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Lee, Cai and OLeary (2006): Buy us because we are good: Ohio -A Perfect

Getaway

Common attribute-based: Arkansas - The naturalstate

Unique attribute-focused:Arizona - Grand canyonstate

Exclusive appeal: Virginia is for loversAverage Joe: New Jersey and you, perfect together


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CONCEPTUAL MAPPING

APPROACHThe essence of metaphors is understanding and

experiencing one kind of things in terms of another.(Lakoff and Johnson,Metaphors We Live By, 1980)

Conceptualmetaphor is a natural part of humanthought

Linguisticmetaphor is a natural part of humanlanguage


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CONCEPTUAL METAPHORS

ANGER

TIMEGOOD

IS

HEAT

MONEYCLEAN

targetdomain sourcedomainMAPPING


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LINGUISTIC METAPHORSANGER IS HEAT:

- All the time I was boilingwith rage

- We had a flamingargument about religion- He's hottempered but he soon gets over his anger

TIME IS MONEY:

- I investedthree years of my life in writing that book

- She spenthours playing with her granddaughter

- Iwastedmy time on this research project


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CONCEPTUAL DIVERSIFICATION

one targetmore source domains

GOOD IS CLEAN GOOD IS FIRST

He is one of the few cleanpoliticians

It was an immaculateperformance

she had a spotlessreputation

I'm your number-onefan

my family had to take secondplace to my career

this is a thirdrate dictionary


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CORPUS ANALYSIS semasiological classification of about 150 slogans of

national and regional tourist boards, mostly presentedat 2012 WTM London

model : conceptual mapping based on the targetdomain GOOD (IMPRESSIVE / REPUTABLE)


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GOOD IS NATURAL / AUTHENTIC Switzerland. Get natural Uruguay natural Cuba autentica Dominican Republic the nature Island Naturally Nepal once is not enough Costa Rica no artificial ingredients Croatia - The Mediterranean as it once was Malta Truly Mediterranean Malaysia Truly Asia

Montenegro -Experience the Wild Beauty Trinidad & Tobago the true Caribbean Pure. Natural. Unspoiled. Iceland. The Way Life Should Be. 100% Pure New Zealand Pure Russia


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GOOD IS UNDISCOVERED Discover the unexpected Luxembourg Serbia - Discover Undiscovered Romania explore the Carpatian Garden

Canada keep exploring Guyana experience, explore & enjoy Reveal your own Russia Peru empire of hidden treasures Ukraine yours to discover

Sierra Leone the freedom to explore Zambia Lets explore Discover Mongolia Japan Endless Discovery Come to Bangladesh before the tourists


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GOOD IS UNIQUE Uniquely Singapore Australia. A different light Theres nothing like Australia There's no place like Hong Kong Sydney - There's no place like it. Andalucia. There's only one. Sicilia. Everything else is in the shade Ireland Awaken to a different world Bulgaria - Unique in its Diversity

Czech Republic Stunningly Different The Seychelles Islands another world Georgia for the best moments of your life Nicaragua unica... original! Indonesia. Ultimate in Diversity.

Puerto Rico does it better


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GOOD IS VIVID Nigeria tourism is life Normandy Love the Land. Live the Life Live it up in Singapore! Ecuador love life

GOOD IS LIGHT Sicilia. Everything else is in the shade Australia. A different light Spain. Everything Under the Sun Maldives the sunny side of life


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GOOD IS FIRST / OLDEST Come to Bangladesh before the tourists Delaware the first state

Egypt where it all begins Ethiopia the cradle of humankind

GOOD IS DREAM / IMAGINATION

Amazing Thailand Dreams for all seasons Qatar where dreams come to life Ireland Awaken to a different world Poland Move your imagination Korea - Be inspired


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GOOD IS SUPERNATURAL / DIVINE

Kerala. God's own country.

Live your myth in Greece

Iceland is my spiritland

India. Eternally Yours North Cyprus Timeless

Beauty

Vietnam timeless charm

Magical Kenya

Zimbabwe a world ofwonders

Refreshingly Sri Lanka

wonder of Asia

Cambodia Kingdom ofwonder

Kazakhstan the land ofwonders

Wonderful Indonesia

Brasil Sensational!

Thailand always amazes you

Incredible India Rajasthan The Incredible

State of India


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GOOD IS FRIENDLY Scotland welcomes the world

Belarus Hospitality beyond borders Abu Dhabi travellers welcome You've Got a Friend in Pennsylvania."

GOOD IS DESIRE / IMPATIENCE

Australia - We can't wait to say G'day Austria. At last! Austria. You've arrived I Wish I was in Finland I need Spain Bolivia awaits you

GOOD IS MUSIC Argentina beats to your rhythm Latvia. The Land that Sings.


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GOOD IS MORE / EXCESSIVE More than the usual Italy - Much More Australia - Beautiful one day, perfect the next

It s more fun in the Philippines Tunisia theres more to celebrate Naturally Nepal once is not enough Bermuda so much more Abu Dhabi and you think youve done it all? Turkey Unlimited Belarus Hospitality beyond borders Japan Endless Discovery


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GOOD IS PHYSICAL EXPERIENCE / SENSATION

I Feel Slovenia Lithuania See it, feel it, love it

Paraguay you have to feel it Montenegro -Experience the Wild Beauty Guyana experience, explore & enjoy Swaziland a royal experience Hong Kong will take your breath away!

Mauritius it's a pleasure Latvia Best enjoyed slowly Jump into Ireland Morocco the country that travels within you


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GOOD EMOTION IS BODY PART (REACTION) Bosnia - Your Heart-Shaped Land

Taiwan the heart of Asia

Malawi the warm heart of Africa Smile! You are in Spain!

My Indonesia Just a Smile Away

Gambia the smiling coast of Africa


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UNCLASSIFIED Holland add some

orange Colombia the only

risk is wanting to stay California find

yourself hereVenezuela is your

destination Germany the travel

destination Go Goa a perfect holiday

destination

Cameroon is back China Tourism / Beautiful

China

www. fijime.com

Definitely Dubai

Beautiful Bangladesh

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Most dominant source domains: SUPERNATURAL / DIVINE

UNIQUE

NATURAL / AUTHENTIC UNDISCOVERED

DIVERSE

Universal or relative concepts?


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Universal concepts = phyisical metaphors(AFFECTION IS WARMTH)

Relative concepts = cultural metaphors

Both concepts and metaphors can be novel (fresh)or conventional (worn-out)


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... more and more novel and associated metaphorsare required which link the changing nature of thetourist to an ever mutable environment (Dann,2002).


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Thank you!

Conceptual Mappings - Prezentacija (2)

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