Language TechniqueLanguage TechniqueIntroductionTourism is one of the single largest industries in the world. Over time, an increased number of destinations have opened up and invested in tourist development. There is about 1 billion active tourists that travel around the world in each year. So I chose travel advertisement for my topic which means that I could analyze how the languages in travel advertisements have an impact on people who are tourists who like to travel around the world. I collected the data from magazines and some from TV commercials. There are two types of travel advertisements, airline advertisements and holiday advertisements. I looked at them separately from 10 airline advertisements and 11 holiday advertisements.
1. What type of language techniques are usually used in travel advertisement?The most common language technique used in the airlines advertisements was the slogan. Slogan is a word or a phrase that is easy to remember. 87% of the advertisements I collected used slogans. For example Thai airways advertisements say ‘smooth as silk this is a slogan, simile and alliteration. In the same way, Air New Zealand used a different slogan ‘nothing to hide to covey quality of services for the consumers on their airlines. Most of them were located above or below the name of the airline and some of them were located nearly at the end of the text. The color is also the same color as the name of the airline.
The second language technique that is used but is less common than slogan, is adjectives. The purpose of an adjective is describing nouns. About 71.43% of the advertisements I collected used adjectives. I recognized that most of the adjective that they used were connected to peoples impression and quality of the airlines. For example the sentence ‘From departure to arrival, only dignified services for our dignified guests of Korean Air. This is an adjective combined with repetition. On other hand, the adjectives in Lufthansa airline advertisements were ‘comfortable long haul flights, ‘thoughtful touches and ‘arrival refreshed and ready to discover.
For instance, 70% of holidays advertisements have used repetition in their advertisements. Repetition is a common language technique in a tourism industry. A Bula Fiji advertisement repeats the idea of being relaxed by using the adjective ‘relaxing twice and the infinitive verb ‘to relax as well. The repetition is not exactly the same but the idea is the same. For the Samoa advertisement it repeats three words ‘are/is still here in every sentence. ‘The sunshine is still here. The waterfalls and blowholes are still here…The warm smiling faces are still here The verb changes but the important part ‘still here is repeated exactly.
Visual language is used in all travel advertisements. There are three kinds of visual languages that are important, often appeared: color, images and symbol. I have noticed that most airline advertisements used the image of a flight attendant. The color that they used was the same as the color of uniform and the company logo. For example Thai airways advertisement is divided into two sections. At the top is a dominant image of beautiful beach with coconut trees and at the bottom is an image of flight attendants holding umbrellas. They used purple for the background and golden yellow for the text. The visual language in Korean Air advertisement is unique; they placed the text in a trophy shape which is used for the symbol of what the text is about. The Tourism Authority of Thailand advertisement used a dominant image of spa with the place/environment at the start for the main idea and below the dominant image are mini images to support the ideas.
2. How has the language persuaded a target market purchase their services?The advertisements which I have looked at, mostly used slogans. The reason behind the use of slogans in their advertisements is because slogans are used to create a memorable and leave the thoughts of product or service in the consumers minds. Thai airway has done very well with the slogan ‘Smooth as Silk. The concept of service is delicate and courteous like silk. ‘Smooth as Silk created the allusion of the flight experience that is smooth and safe. These all reinforce that you will fly with the quality airline. Silk is Thailands major export. They used the word ‘silk to give a strong allusion to the national airline and the sense of authenticity. Air New Zealands slogan ‘Nothing to hide is created to promote the airlines fares, which ‘have nothing to hide. It represents
Somali airlines, is using the name “Ike” after the name of ASEAN airlines. Its mission is to show that the airline, ASEAN Airlines, is not just a brand but also a people which is friendly and is very reliable. It has more to do with Thailand than it does with ASEAN. It will be of great value to the airline by opening up the market‘The airline will not be able to maintain the brand name‘The Thai Government must be consulted if it wants to continue to hold its nose. If Thailand wants to maintain a reputation, we should speak with a real man to put it through its paces. For that reason, we will not let another major airline that operates at such a high level go. Air New Zealand’s slogan:‘The man will not hesitate to speak with the aircraft and do a better job‘It is my expectation that that country will be a very safe place to fly if Thailand is willing to accept it. The airlines want a strong economy. That means that they want the best. We should get them to change their attitudes by doing this in Thailand. The airlines should have more than the ASEAN and AIM. They should also talk about the quality of the service that airlines carry on to passengers. We should not forget the quality of the Thai Air Force. It is in my intention to be the guy who can get the airline to buy the best air force and make the planes safer. I want airlines to focus on the right decisions for the good of Thailand as well as the very right way for the people as a whole for the service of Thailand. I am sure that we all agreed that one key factor on the way to achieve that success is to establish and maintain a strong Thailand. We all agreed that that should not be our first priority. We were also also convinced that by establishing and maintaining the rights to fly ASEAN flights they could also do a good service for the people in Thailand. Our main purpose should be to be more open in Thailand to people from the international community. That’s how they can continue to see Malaysia as our neighbour in Malaysia without being afraid to say that what they are doing is against their interests. I will not hesitate to meet the airlines with a firm view of this. We should not only have them think about where to stay but also how to get there together. It could also be that we would talk about the best way to go to Thailand so that we can make a happy Thailand. ASEAN Airlines would be good to bring back as many of those who have returned to Thailand. We feel the same way in Thailand. Thailand is a safe place like many other countries in all over Southeast Asia. We think that you will enjoy the whole journey. It’s safe to think that Thailand has always been friendly and kind and safe. It is an important part of Thailand and the country is very attractive and popular here. If we do something that makes you feel proud, when we see you at your best, I want you to share its happiness with our fellow citizens. I see it every day with myself as I go to restaurants and cafes. We live happily here. We are very proud of the fact that I am on a number of boards and committees, that we are still living our life. We want to go