Placing the Market and Marketing Place: Tourist Advertising of the Hawaiian Islands, 1972–92
Placing the Market and Marketing Place: Tourist Advertising of the Hawaiian Islands, 1972–92
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市场定位和营销场所：夏威夷群岛的旅游广告，1972-92
DOI：
10.1068/d110663
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发表时间：
1993
期刊：
影响因子：
--
通讯作者：
J. Goss
中科院分区：
文献类型：
--
作者：
J. Goss
旅游地广告在地方意象的建构和社会主体的建构中起着重要的作用。换句话说，目的地营销创造了一个特定社会主体以特定方式体验的地方形象。这是通过分析一系列由夏威夷旅游局制作并由夏威夷州在1972 - 1992年期间赞助的广告文本来证明的。分析表明，在此期间，“目标受众”随着夏威夷度假的预期体验而发生了变化，但另类的主题，以及它对天堂、边缘、阈限、女性气质和阿罗哈的比喻，仍然是空间化话语的持久元素。对这些比喻及其矛盾成分进行了分析，并得出结论，在广告话语中，夏威夷作为一个地方和人被神秘化为一种另类的能指。
The advertising of tourist destinations plays an important role in the construction of place imagery and in the constitution of social subjects. In other words, destination marketing creates an image of place to be experienced by specific social subjects in particular ways. This is demonstrated through analysis of a series of advertising texts produced by the Hawaii Visitors Bureau and sponsored by the State of Hawai'i in the period 1972–92. The analysis suggests that the ‘target audience’ has changed during this period along with the projected experience of a Hawaiian vacation, but that the theme of alterity, together with its tropes of paradise, marginality, liminality, femininity, and aloha remain persistent elements of the spatializing discourse. These tropes, and their contradictory components, are analyzed, and it is concluded that, in the advertising discourse, Hawai'i as a place and people is mystified into a signifier of alterity.