The Use of Humor in Spain's 'Spain Marks' Tourism Campaign: An Analysis, Schemi e mappe concettuali di Lingua Inglese

Scarica The Use of Humor in Spain's 'Spain Marks' Tourism Campaign: An Analysis e più Schemi e mappe concettuali in PDF di Lingua Inglese solo su Docsity! WHERE IS THE HUMOUR IN TOURISM PROMOTION? INTRODUCTION: This paper discusses humour and tourism, with a focus on “Spain Marks”, an international campaign used to promote Spain as a tourism destination. The importance of this relationship suggests that the use of humour in marketing works as an engagement and loyalty strategy, as well as to portray the uniqueness of a destination. The “Spain Marks” campaign was innovative in its use of humour because it of ered a fresh and contemporary image of Spain as a tourism destination. This campaign has been specially selected for its exceptional ironic character. The study aims to understand the humour appreciation of this specific advertisement using an online survey that was completed by 40 participants. The results indicate that the use of humour is a difficult task because what is perceived as fun, attractive and ironic in any tourism campaign is highly subjective. Humour in the tourism sector plays an essential role in guaranteeing a pleasant experience for tourists, tourism employees, and local host communitie TURESPANA is a Spanish destination marketing organisation (DMO) responsible for promoting Spain abroad as a tourism destination. SPAIN MARKS: the international campaign “Spain Marks” promoted a contemporary image of Spain and left behind the traditional images associated with Spain. LANGUAGE: The campaign was distributed in 17 countries and the text, including the title, was translated into ten languages, which was risky. IMAGES: The campaign consisted of 20 black and white portraits made by the Catalan fashion photographer, José Manuel Ferrater; each of the portraits was associated with a smaller colorful image that helped the receiver to understand the meaning. CHARACTERS: The characters in the adverts represent international tourists showcasing a range of experiences that are related to the Spanish culture: art, language, history, traditions, gastronomy and nature. The images highlight how their visit to the country has affected them, leaving emotional and sometimes physical marks as a footprint of their holiday in Spain. STRATEGY: to make potential tourists believe that if they come to Spain, they will be touched by the Spanish way of life and feel different. The focus on emotions (transmitted through the use of facial expressions and gestures) is what differentiates Spain as a destination from its competitors. It focuses on tourism experiences such as gastronomic tourism; the pilgrimage of the Camino de Santiago; museums to discover artists; and language tourism among others. For example: skin marks after having been exposed to the sun for too long are used. PERCEPTION OF HUMOUR IN THE CAMPAIGN: a survey was designed in order to investigate the perception of humour in the campaign. The results: - The translation: the negative effect of the translation was more pronounced in the participants of English-speaking countries. “Spain marks” was not a good translation of “Espana deja huella”