IN SEARCH OF THE LOST PARADISE: THE BRAND OF GREECE IN THE ADVERTISING DISCOURSE OF SERBIAN TRAVEL AGENCIES

Authors

  • Dina Dimitrović Faculty of Philology, University of Belgrade

DOI:

https://doi.org/10.18485/zivjez.2019.39.1.7

Keywords:

advertising discourse, the language of tourism, destination, branding, corpus analysis, semantic field

Abstract

     Starting from the fact that for tourists from Serbia, Greece is still an inviolable destination for summer vacations, this paper examines the language in the advertising discourse of Serbian travel agencies when it comes to the promotion of the Greek brand. In the first part of the empirical research, the most frequent nouns, adjectives and verbs are identified in the corpus of selected texts by a quantitative method, and then they are classified according to the appropriate semantic fields. The second part identifies the phrases in which some of these words occur most frequently, to examine their use in different contexts conditioned by a combination of different semantic fields, and whether and to what extent their meanings have changed from the use of figurative language elements to promotional ones. purposes.

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Published

2019-12-30

How to Cite

Dimitrović, D. (2019). IN SEARCH OF THE LOST PARADISE: THE BRAND OF GREECE IN THE ADVERTISING DISCOURSE OF SERBIAN TRAVEL AGENCIES. Živi Jezici: Journal for Foreign Languages and Literatures, 39(1), 141–159. https://doi.org/10.18485/zivjez.2019.39.1.7

Issue

Vol. 39 No. 1 (2019)

Section

Linguistics and Applied Linguistics

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