I need Spain. Análisis pragmático de la campaña de promoción turística 2010

Abstract

This paper analyzes the latest tourism promotion campaign launched by the Spanish Government on March 4, 2010, I need Spain. Specifi cally, it focuses on describing the pragmatic strategies used for communication and the effects they have on the recipients. The theoretical framework consists of pragmatics (Escandell, 1994; Sbisà, 1994; Orletti, 1994), studies regarding the interaction between visual and verbal information in advertisements (Lombardi Vallauri, 2009; Held, 2004, 2005, 2007) and bibliography about language and communication of tourism (among others, Santulli, Antelmi and Held, 2007; Calvi and Mapelli, 2011).

Keywords

• I need Spain
• visual-verbal
• conversational implicatures
• language of tourism