MULTISEMIOTIC RESOURCES FOR PERSUASION IN TOURISM ADVERTISEMENTS: A DISCOURSE PERSPECTIVE

This article investigates the persuasive and expressive potential of multisemiotic means and strategies within tourism advertising discourse. The study aims to explore how the interaction of verbal and visual elements contributes to the effectiveness of promotional messages by appealing to the recipient’s emotions, imagination, cultural awareness, and decision-making. Tourism advertising, as a form of mass communication, frequently employs a combination of linguistic tools (evaluative vocabulary, imperatives, metaphor, hyperbole, and code-switching) and visual resources (composition, culturally loaded imagery, etc.) to achieve communicative goals such as attracting attention, generating interest, and encouraging action. The paper adopts a multimodal discourse analysis approach to identify how these semiotic modes work together to construct meaning and influence the target audience. Particular emphasis is placed on the semiotic principles of authenticity, semiotic economy, and cohesion, which guide the integration of textual and visual components into a coherent message. The study analyses a selection of tourism advertisements to reveal how verbal and visual codes function synergistically to enhance persuasive appeal. By focusing on specific cases that illustrate culturally embedded messages, identity-building techniques, and emotional appeals, the article demonstrates that multimodality not only enriches the communicative value of advertising but also fosters a stronger sense of connection between the product, the brand, and the potential consumer. The findings may contribute to further research on semiotics, advertising linguistics, and cross-cultural marketing communication.