航空广告:实证、隐喻和目的地形象的建构

航空广告不仅推广了航空公司,也建构了目的地形象。它是社会经济的晴雨表,反映航空业、旅游业和广告业之间的互动关系。航空广告的标题、文案、口号、图片、创意等具有独特的编码和诉求特点,表现出航空广告与目的地形象广告之间的同构性,说明了航空广告对目的地形象建构的一致性原则和神圣化模式。航空广告还隐含着飞行与旅游、旅行的隐喻关系、当代网络和全球化的神化、娱乐的消费主义形态、微笑的女性主义含义等多种意象。

Airline Advertisements:Positivism, Metaphor and Destination Image Building

Airline ads popularize the related airlines and build related images of destinations. As a barometer of socio-economy, the airline ads manifest the relations of interaction between aviation and aircraft industry, tourism and ad trade. The headlines, copies, slogans,pictures and originality in the related ads all have features of encoding and appealing functions of their own and demonstrate the isomorphism between airline ads and destination images and reflect the principle functions of unity between ads and destination images and their sacred modes. The airline ads also contain metaphorical relations between aviation, tourism and traveling, imply myths about contemporary internets and globalization, form entertainment consumerism and the meaning of a smiling face of a female.