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The Visual Cliché of the Mask in Tourism Advertising. An Interdisciplinary Approach

"In the context of tourism, advertising as a “place” for the encounter of various fields, the destination as a landscape of identities appears as a mediatized image at various levels, among which the pragmatics of a specific promotional language. This specific language consists in specific techniques and generates meaning beyond the camera as a ubiquitous condition of the third Greimasian category (the aesthetic). Based on qualitative research methodology borrowed both from discourse studies and tourism studies, I aim at placing my model contradicting the tensed relation between the three categories (the sacred, the ludic and the aesthetic)."