Visual Techniques of the Language of

Tourism1.Colour

2.Format

3.Visual cliché

4.Connotation procedures

UK’s Brochures

1.Colour-Febas Borra observes that:“Colour is to iconic language what lettering is to the written text“

-Pictures take up over twice as much space as commentary ,warm and vivid colours predominate.

-There are very few black and white pictures in the entire collection of brochures which I will analyse.

-The predominant colour of the surrounding are white, blue, green and also some glances of red, pink and yellow..

-Resorts, hotels and places of fun carry a color in their titles and pictures, particularly the blue colour.

-Those brochures that uses bright colours are far more successful in attracting the potential tourist’s initial attention than are black and white pictures.

2.Format -Format is a technique which comprises such

consideration as:A. PositioningB. SizeC. ShapeD. ContentE. Structure

A. PositioningOptimal position is directly opposite or adjacent to the editorial or article which complements its pictorial message.

-Another position is when the pictures are above or below the editorial or article.

B. Size-The influence of a promotional picture varies according to its size.

This brochure is much

more attracting than

a brochure containing

very small pictures

inside, like the ones

that follows …

B. Size

C. Shape

1.Italian style(horizontal side)

2.French style(vertical side)

3.Rectangle(the most popular shape in promotional photography)

4.Square (second place)

5.Circle,oval(very rare)

D. Content-Nature , sights, culture, hotels, zoos and places for fun, are key themes in British promotional material.

-The beach

-Food Are not key themes in British promotional material

-Sport

-Nature

-Sights The most important key themes in British Brochures

-Culture

3.Visual clichéA. Verbal and pictorial clichésE.g.: green hills, woods bubble near the lakes, great museums, magnificent mysteries, beautiful roses, amazing encounters, wild world, adventure playground… (repeated to make the message devoid of meaning)

B. Smiles on the face of the locals(non-problematic natyre)

C. Pasteurized images (temper the effect of strangeness)1.Tourist maps with naive symbolism in their markers

2.Picture featuring vast horizons

3.Icons of nature(in contrast to the polluted environments)

E. Sunshine cliché

4.Connotation procedures

A. Trick effectsB. PoseC. AestheticismD. SyntaxE. Objects

A. Trick effects (faked photograph, image superimposition)

B. Pose (persons portrayed adopt the same stance as figures in classical paintings)

C. Aestheticism ( is the portrayal of beauty or spiritual in the photographs as if it were a work of art, painting like photograph)

D. Syntax (several photographs, when combined tell a whole story)

E. Objects (extended object to include destination people)

Thank you

Prepared by: SADIONA ABAZAJ