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277148

How Do You Promote Tourism during the Outbreak of a Pandemic? A Multimodal Discourse Analysis of Egypt’s 2020 Tourism Promotional Film

Article

Last updated: 04 Jan 2025

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Abstract

The outbreak of the Covid-19 pandemic in 2020 has presented a serious blow to the world economy including the tourism sector. Countries, like Egypt, where tourism is regarded as one of the primary sources of national income were negatively affected by the pandemic. However, in Egypt this was faced with an official marketing campaign. This paper examines the official promotional film of Egypt entitled ‘An experience of a lifetime! Same Great Feelings', issued in June 2020 by the Egyptian Tourism Promotion Board and sponsored by the Egyptian Ministry of Tourism to promote inbound tourism after the outbreak of the Covid-19 pandemic. The research draws on Kress and Van Leeuwen (2006) Visual Grammar Theory to examine how new meanings are constructed along with traditional marketing discourse through the interplay between both verbal and non-verbal language, specifically visual semiotic resources. The study utilizes the three levels of visual meaning: the representational, the interactive and the compositional functions. Findings indicate that the challenges presented by the pandemic called for a new type of discourse that emphasizes the presence of precautionary measures such as social distancing and sanitization in addition to the traditional discourse of promoting tourism.

DOI

10.21608/ttaip.2022.277148

Keywords

multimodality, visual grammar, promotional tourism films, advertising discourse

Authors

First Name

Mervat M.

Last Name

Ahmed

MiddleName

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Affiliation

Department of Language and Translation, College of Language and Communication (CLC), Arab Academy for Science, Technology and Maritime Transport (AASTMT), Alexandria, Egypt.

Email

mervat.mah@aast.edu

City

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Orcid

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Volume

4

Article Issue

1

Related Issue

38514

Issue Date

2022-12-01

Receive Date

2022-05-16

Publish Date

2022-12-30

Page Start

62

Page End

79

Print ISSN

2636-4069

Online ISSN

2735-3451

Link

https://ttaip.journals.ekb.eg/article_277148.html

Detail API

https://ttaip.journals.ekb.eg/service?article_code=277148

Order

4

Type

Original Article

Type Code

1,357

Publication Type

Journal

Publication Title

Textual Turnings: An International Peer-Reviewed Journal in English Studies

Publication Link

https://ttaip.journals.ekb.eg/

MainTitle

How Do You Promote Tourism during the Outbreak of a Pandemic? A Multimodal Discourse Analysis of Egypt’s 2020 Tourism Promotional Film

Details

Type

Article

Created At

23 Jan 2023