Shifting Strategies in Communicating Italy Abroad: A Multimodal Analysis of Italian Tourism Brochures from 1919-1959

Autori/Autrici

DOI:

https://doi.org/10.54103/2035-7680/28347

Parole chiave:

Tourism; Tourism Discourse; Genre; Multimodal Analysis; Tourism Brochures

Abstract

This study aims to map and classify tourism promotional material collected for the DIETALY research project. The collected texts were used to build a corpus of institutional tourist publications in English aimed at promoting Italy abroad during the period 1919-1959. In the first section, the collected sources are categorised according to a genre-based based on Calvi’s model. A section focusing on multimodal linguistic analysis on some samples of brochures from the corpus will then follow. This analysis will allow for a qualitative evaluation of the communicative effectiveness of the brochures, encompassing both verbal and visual components. To achieve this, the present study considered both stylistic and structural features typical of brochures, as well as lexical, syntactic, and semantic characteristics. By comparing pre-war and post-war brochures, the paper reveals, albeit partially, how tourism communication in Italy evolved between 1919-1959. Specifically, it investigates how the language used in brochures was adapted to promote Italy to international, English-speaking visitors during this period. 

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Biografia autore/autrice

Viviana Mauro, Ca' Foscari University of Venice

Viviana Mauro is a PhD candidate in Modern Languages, Cultures and Societies at Università Ca’ Foscari Venezia. Her doctoral research project focuses on the collection, digitisation and archival of Italian institutional tourism texts in English from the period 1919-1959, and is linked to the Italian National Research Project “DIETALY - Destination Italy in English Translation and Language over the Years”. Her research focuses primarily on Translation and Tourism Studies in a diachronic and comparative perspective. 

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Pubblicato

2025-03-01

Come citare

Mauro, Viviana. 2025. «Shifting Strategies in Communicating Italy Abroad: A Multimodal Analysis of Italian Tourism Brochures from 1919-1959 ». Altre Modernità, marzo, 30-45. https://doi.org/10.54103/2035-7680/28347.

Fascicolo

2025: NUMERO SPECIALE: Destination Italy in English translation and language over the years (1919-1959)

Sezione

Saggi Ensayos Essais Essays

Licenza

Creative Commons License

Questo lavoro è fornito con la licenza Creative Commons Attribuzione - Condividi allo stesso modo 4.0.