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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
1.
2.
3
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
18
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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!
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