The Modality of Tourist Advertising Promotion as Place Branding in Greece. A Visual Retrieval Framework (original) (raw)

2019

Abstract

Print advertisements are a good ground for studying phenomena of textual and visual diversity. As a combination of text and image, the advertisements represent a large number of varieties of social and commercial reality through which they reproduce and reinforce specific ideologies and correspondingly imaginative ones. Advertising is a reason for the commodity society and the mass culture that it entails, and as such defines textual (linguistic) behavior in the sense that it aligns the projected with linguistic and visual homogeneity and consequently stereotypes resulting from this. The aim of this article is to record and visualize the textual and visual signs in the printed advertisements concerning the way of showing Greece as a tourist destination between 1920 and 2019. The theoretical framework of this reading is based on two theoretical frameworks: first, in polygraphism and secondly in that of destination marketing and place branding.Furthermore, the technical framework prov...

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