Quando l’istituzione parla la lingua del turismo: un percorso comunicativo tra parola e immagine

Abstract

Institutional tourist communication is primarily characterized by promotional messages richly endowed with persuasive-seductive suggestions subsequently to convince readers to enact actual travel experiences;more powerfully than in other tourist editorial products they are conveyed through a discourse intertwining iconic and verbal strategies aimed at highlighting themost enticing features of the territory promoted, in the present case the Friuli Venezia Giulia Region, Italy. The author, by means of examples drawn from a corpus of institutional brochures, in particular underscores the organizational format of thismulti-faceted discourse. A study of the linguistic and visual resources most intensively resorted to is undertaken to determine whether and to what extent the texts succeed in conveying conceptual frames aimed at orienting and cajoling the would-be visitor thanks to recurrent leading narrativemoves.