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Destinationswerbung: Zur Image-Konstruktion von touristischen Räumen durch multimodale Inszenierung von Identitätsmarkern

Author

Listed:
  • Held Gudrun

    (Fachbereich Romanistik, Paris Lodron Universität Salzburg, Erzabt-Klotz-Strasse 1, A-5020SalzburgAustria)

Abstract

Destinationswerbung ist gezielte Image-Werbung. Die Konstruktion eines touristischen Images basiert – unter anderem – auf einer möglichst anschaulichen Verarbeitung von sog. Identitätsmarkern, welche den beworbenen Raum im Werbetext gleichsam ‚ikonisch‘ repräsentieren sollen. Aus dem Blickwinkel der Linguistik und Semiotik wird an ausgewählten Beispielen untersucht, wie solche Identitätsmarker im multimodalen Text schlagkräftig in Szene gesetzt werden und welche Rolle Sprach-Bild-Kombinationen zur werbestrategischen Errichtung eines identitätsbezogenen ‚tourist gaze‘ spielen. Schlüsselwörter: Destinationswerbung, Printwerbung, Raum-Marketing, Imagekonstruktion, Identität/Identitätsmarker, Textlinguistik, Sprach-Bild-Texte, Multimodalität, Visualisierungsmethoden.

Suggested Citation

  • Held Gudrun, 2019. "Destinationswerbung: Zur Image-Konstruktion von touristischen Räumen durch multimodale Inszenierung von Identitätsmarkern," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 11(1), pages 149-174, April.
    • Handle: RePEc:bpj:touwis:v:11:y:2019:i:1:p:149-174:n:5
    DOI: 10.1515/tw-2019-0008
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