Abstract
The paper presents the results of a pragma-linguistic study comparing the advertising practices of Grand Hotels on the shores of Lake Garda (during the Belle Èpoque and in the present day) addressing a German-speaking target audience. The analysis focuses in particular on the role of cultural stereotypes in tourism discourse moving from the unidirectional communication modes of printed advertisements of the early 20th century to the interactive, consumer-generated modes of today’s electronic word-of-mouth-communication.
Titolo tradotto del contributo | [Autom. eng. transl.] On the longevity of stereotypes in the tourism discourse. Hotel advertising on Lake Garda in the Belle Époque and in the age of digital marketing |
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Lingua originale | Tedesco |
Titolo della pubblicazione ospite | Stereotype in Marketing und Werbung. Interdisziplinäre Perspektiven auf kulturspezifische Wissensrepräsentationen |
Editor | Nina Janich |
Pagine | 103-132 |
Numero di pagine | 30 |
DOI | |
Stato di pubblicazione | Pubblicato - 2019 |
Keywords
- comunicazione turistica
- cultural stereotypes
- stereotipi culturali
- tourism communication