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‘This isn’t a movie . . . it’s a tourism ad for Australia’: The Dundee campaign and the semiotics of audiovisual tourism promotion

‘This isn’t a movie . . . it’s a tourism ad for Australia’: The Dundee campaign and the semiotics... This article proposes a theorization of audiovisual media promotion as a distinct media field. Despite their omnipresence, very few scholars have examined the aesthetic, thematic and institutional characteristics of tourism films, commercials and promotional videos. The field of tourism audiovisual promotion poses a significant conceptual challenge as it consists of a vast array of diverse media texts and aesthetic forms. Such vast aesthetic differences, along with the different promotional potential associated with each of these forms, complicate any straightforward definition of this media field. This article will use the analysis of a recent case study – the Dundee campaign launched by Tourism Australia in 2018 – to develop a theorization of audiovisual tourism promotion. In particular, it will argue that the meaning and function of tourism audiovisual promotional texts are determined by a ‘discursive framework’ which, in turn, is informed by converging textual and contextual factors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourist Studies SAGE

‘This isn’t a movie . . . it’s a tourism ad for Australia’: The Dundee campaign and the semiotics of audiovisual tourism promotion

Leotta, Alfio
Tourist Studies , Volume 20 (2): 19 – Jun 1, 2020
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References (66)

Publisher
SAGE
Copyright
© The Author(s) 2019
ISSN
1468-7976
eISSN
1741-3206
DOI
10.1177/1468797619894462
Publisher site
See Article on Publisher Site

Abstract

This article proposes a theorization of audiovisual media promotion as a distinct media field. Despite their omnipresence, very few scholars have examined the aesthetic, thematic and institutional characteristics of tourism films, commercials and promotional videos. The field of tourism audiovisual promotion poses a significant conceptual challenge as it consists of a vast array of diverse media texts and aesthetic forms. Such vast aesthetic differences, along with the different promotional potential associated with each of these forms, complicate any straightforward definition of this media field. This article will use the analysis of a recent case study – the Dundee campaign launched by Tourism Australia in 2018 – to develop a theorization of audiovisual tourism promotion. In particular, it will argue that the meaning and function of tourism audiovisual promotional texts are determined by a ‘discursive framework’ which, in turn, is informed by converging textual and contextual factors.

Journal

Tourist Studies – SAGE

Published: Jun 1, 2020

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