Socio-semiotic Models in some Regional Touristic Campaigns

Abstract

The essay focuses on the advertising campaign produced in view of the 2021 tourist season by some Italian regions. Through the analysis of the textual strategies used, in particular from an aspectual point of view, it appears that the aim of the campaigns is an “experiential” tourist offer, i.e. intended to propose a veritable existential transformation to the tourist. The spots and posters analysed therefore always offer images of places emptied of human presence and capable of projecting the tourist into a different dimension, to mark the distance from everyday life and the restrictions caused by the pandemic. But on deeper analysis, the textual strategies used appear stereotyped and portray a figure of the tourist only superficially immersed in a different reality.