RATIONALE
Traveling has seen unprecedented growth in recent years, driven by factors such as technological advancements and increased income levels As a result, people are exploring destinations more frequently than ever Similar to how consumers research products before making a purchase, today's travelers are inclined to investigate travel attractions ahead of time This trend indicates that tourists prefer to plan different aspects of their trips in advance, relying on travel information to make informed decisions.
The rise of information technology has profoundly impacted various sectors, particularly communications, facilitating easy access to information across fields, including tourism Among the numerous resources available, travel magazines stand out as the premier source for accurate information, offering inspiring photography, valuable travel advice, and engaging travel stories This unique combination not only informs potential travelers but also motivates them to embark on their journeys.
An increasing number of individuals are pursuing careers in the tourism industry, particularly those who rely on English as a key communication tool with customers These professionals often encounter challenges in effectively persuading customers through natural language use, including introductions, instructions, and written materials Consequently, employees with strong English proficiency are highly valued in the tourism sector Understanding the principles of persuasive language is essential for enhancing the skills of tourism personnel and driving the success of tourism businesses.
This study focuses on examining the linguistic characteristics of travel magazines, with a particular emphasis on the lexical stylistic devices employed for persuasive language in English travel publications.
AIMS AND OBJECTIVES
This study investigates the linguistic features and stylistic devices used in travel articles that introduce renowned global destinations By understanding the language of persuasion, aspiring professionals in the hospitality industry, such as travel content writers and tour guides, can effectively apply these techniques in their work, enhancing their ability to engage and inform their audience.
The objectives of the present study are to:
- identify stylistic devices of the language of persuasion used in articles published by travel magazines
- suggest some implications for English learners, as well as English teachers who are passionately interested in linguistic features of the language of persuasion in travel magazines.
SCOPE OF THE STUDY
This study is narrowed down to the main linguistic features, namely stylistic devices based on data analyzed from 50 articles drawn from two award-winning travel magazines
In terms of stylistic devices, this feature is based upon the theories of Galperin in Stylistic
Galperin was a pioneer in establishing the foundational knowledge of stylistic devices, while Fahnestock expanded on this by exploring a broader range of language aspects and highlighting the persuasive functions of these devices.
RESEARCH QUESTION
- What are the most commonly used stylistic devices of language of persuasion in English travel articles from travel magazines?
LITERATURE REVIEW
The tourism industry plays a vital role in boosting the economy and enhancing the country's global reputation To attract more tourists, significant efforts have been dedicated to tourism marketing and promotion, particularly by travel agencies and tour operators who act as promoters, catering to travelers' curiosity and providing detailed destination information Among various information sources, travel magazines are particularly effective, creating strong impressions on travelers when displayed in airports and tourist information centers, with e-versions also widely accessible.
In a study by Fodness and Murray, along with research by Gitelson and Crompton (as referenced in Lee and Andereck, 2016), it was found that approximately 15% of welcome center visitors relied on magazines for information Specifically, 14% of these visitors utilized travel magazines, while 10% accessed other types of magazines.
Language plays a crucial role in facilitating effective communication between tourists and tourism products and services This significance has made the study of language in tourism-related publications a compelling subject for international researchers and students at the University of Foreign Language Studies - The University of Da Nang.
A study by Yang (2012) utilized the British National Corpus to analyze 50 authentic English hotel brochures from the UK and student assignments from 24 English majors at a Taiwanese university The research successfully identified key promotional terms within each genre, highlighting their significance in English education for the hospitality and tourism sectors.
In a study by Dastjerdi and Abdolmaleki (2012), three Persian tourist guidebooks translated into English and two multimedia CDs showcasing Isfahan's historical sites were analyzed The researchers found that translation errors constituted one-third of the examined sentences, with the majority being semantic, syntactic, and pragmatic errors, while translation-specific errors were the least frequent These findings serve as valuable guidelines for English learners, particularly for translators and non-native writers.
Tran (2017) examined the morphological, syntactic, and semantic errors frequently encountered in the translation of Vietnamese-English tourism brochures The study provided valuable corrections and recommendations aimed at assisting aspiring translators in improving their translation skills for tourism materials.
In her 2016 thesis, Tran highlighted the phenomenon of translation loss in hotel brochures, examining typical cases in both Vietnamese and English She also discussed the implications of these findings for teaching and learning about translation challenges.
Nguyen (2016) explored the lexical and pragmatic characteristics of tour promotions from various travel companies, highlighting their similarities and differences The study offers valuable insights and suggestions for ESL learners, focusing on the importance of understanding lexicon and pragmatics in the context of tour promotions.
Travel magazines have increasingly attracted the interest of researchers; however, most studies have primarily concentrated on aspects other than the language used in these publications.
A study by Hsu & Song (2014) analyzed photographs from Chinese travel magazines, focusing on six Asian countries across three categories: culture, history and art; leisure and recreation; and physical environment The findings proved valuable for destination marketing organizations aiming to capture the interest of tourists in the Chinese market.
In their 2011 study, Hilmi and Ngo examined the advertising motivations of travel magazines by analyzing feedback from hoteliers featured in Malaysia's Accommodation Guide 2009 Their findings highlight the importance for travel magazine publishers to understand the key factors influencing hoteliers' decisions to advertise, providing valuable insights into effective advertising strategies within the travel industry.
Previous research highlights that various tourism-related publications, including hotel brochures, guidebooks, and tour promotions, have been thoroughly analyzed for their linguistic features However, there is a noticeable gap in the investigation of the language aspects of travel periodicals, which have not been explored in depth.
THEORETICAL BACKGROUND
2.2.1 TRAVEL MAGAZINE AND TRAVEL ARTICLE
2.2.1.1 DEFINITION OF TRAVEL MAGAZINE AND TRAVEL ARTICLE
According to the Cambridge Dictionary (2021), a magazine is described as a thin book with large pages and a paper cover, featuring articles and photographs, published weekly or monthly This definition highlights that travel magazines primarily focus on content related to the hospitality industry.
Travel articles encompass not just a destination but also its people, landscape, weather, flora, and fauna, as noted by O’Neil (1996) They weave in history, politics, culture, and folklore, allowing for a rich narrative that can include personal essays reflecting the writer’s experiences Humor is often celebrated in this genre, enhancing the storytelling Ultimately, the goal of a service-oriented travel article is to provide readers with valuable information to enhance their travel experiences.
O'Neil (1996) identified various categories of travel articles, including destination pieces, special interest articles, journey narratives, roundups, historical or holiday-themed content, side trips, outdoor and recreational writing, news-related travel stories, humorous accounts, travel advice, food-related travel articles, and personal experience essays.
Table 2.1 Types of travel articles
Destination Destination articles include attractive stories with facts of ideal tourist spots
Some are usually written in the first person
Because writers mostly give readers reasons why the trip is worth a visit, readers can easily make a decision about attractions they would love to go to
Specific activities during a trip will be mainly mentioned in special interest articles They can be about food, shopping, accommodations, sports, gardens, art, antiques, etc
It enables readers to know how to keep enjoying their hobbies or interest even when they are traveling
Journey Journey articles focus on the mode of travel, namely scenic drives, vintage railroad, tramp streamer, etc specifically, they give you a detailed description of the on-the-road journey
The purpose of the journey article is to reflect the mood and unfold stories as the journey progresses
The roundup article is about information collected in different places with a common thread drawing them together
Some can be written about bad journeys
It is beneficial for readers to get a relevant and useful piece of information based on multiple stories, some can be hard to get by single story Historical or
Celebrating anniversaries, holidays, or significant historical events is essential for reflection and remembrance To maximize engagement, it's best to publish related articles a few months after the event, allowing for a deeper exploration of its impact and significance This timing not only enhances the relevance of the content but also encourages readers to connect with the story on a more meaningful level.
Annual events highlighted in this article attract a targeted audience, making it an effective tool for boosting tourism and drawing more visitors to these occasions.
A side trip article highlights nearby attractions related to a primary destination, offering essential information such as transportation options, operating hours, days of closure, and admission fees to help readers plan their visits effectively.
To help readers, especially those who are pressed for time as well as who has time to explore easily discover new, good sites nearby popular places
Outdoor and recreational travel articles share similarities with special interest stories, yet they focus specifically on activities conducted in natural settings These articles can encompass various formats, including destination features, side trips, and roundups, as long as they highlight experiences that take place outdoors.
From its content, the aim of outdoors and recreational travel article is the same as that of another type travel article it mainly focuses on
News peg News peg is to tell readers vibrant stories about places that have once been in war, but ready to welcome tourist at the present
Writers would like to introduce to niche tourist strange destinations which have been affected by historical events
It is usually funny stories told by personal experiences of writers It might be about an event or amusing incidents and the writer is a butt of the joke
The humorous story could be a mistake of writers Therefore, readers will know how to avoid doing so
Some topics of travel advice articles are saving money, packing lightly, staying healthy, what to do if a rental car is broken into, etc
Readers are able to predict bad situations from this article, also get handy tips for their upcoming trips Food and travel
This article is related to stories about eating, cooking, and celebrating with food during journeys
The aim is to give readers a better understanding of what they are going to savoring, enjoying related to local cuisine while they are traveling
This type of travel article is written in the first person, telling people personal truths about events experienced in a place or during a journey
It can be similar to the purposes mentioned above, because it depends on what
This thesis primarily examines travel articles centered on destinations, encompassing various types that aim to inspire and inform readers about places and travel-related activities Eligible articles for this study include destination features, roundups, outdoor and recreational side trips, news pegs, food and travel pieces, and personal experience essays.
According to Perloff (2010), persuasion is a symbolic process where communicators aim to influence others to alter their attitudes or behaviors on a particular issue by conveying a message within a context of free choice.
Besides, he carefully analyzed five elements made up of the definition above
Perloff emphasizes that persuasion involves the use of symbols, particularly through language, which carries deep cultural meanings (p 12) Consequently, language is crucial in shaping readers' perceptions and effectively influencing their attitudes toward the subjects writers seek to persuade.
- “Persuasion Involves an Attempt to Influence” (p 12) Perloff (2010) asserted that
Persuasion is a conscious effort to influence someone's attitudes or behaviors, requiring the persuader to have a clear intention to effect change It is essential for persuaders to recognize that they are actively working towards this goal.
Persuasion, while closely related to communication, is a deliberate effort to influence others' viewpoints, as highlighted by Perloff (2010), who noted that much of our communication, such as talking and gossiping, is not aimed at persuasion Consequently, the purpose of this article transcends mere introduction; it serves as a persuasive text designed to engage and win over potential customers.
- “People Persuade Themselves” (p 13) kind of stories being told throughout the articles
Perloff (2010) indicated a frequently believed but not completely true idea that
Persuaders aim to influence us into actions we may resist, often overwhelming us with arguments until we relent However, as D Joel Whalen (1996) points out, true persuasion cannot be forced; it requires activating desire and presenting logical reasoning This principle holds true in travel writing, where authors cannot compel readers to visit a destination Instead, compelling and logical language is essential for shifting attitudes and effectively conveying why a location merits their time and resources.
- “Persuasion Involves the Transmission of a Message” (p 14)
According to Perloff (2010), persuasion is fundamentally a communicative activity that requires a clear message aimed at influencing attitudes He emphasizes that effective persuasion often involves specific linguistic features in written communication, which help to highlight key concepts and capture readers' attention, ultimately leading to a change in their perspectives.
The concept of persuasion is intricately linked to the idea that individuals have the autonomy to influence their own decisions According to Perloff (2010, p 15), true freedom in decision-making exists when a person can choose to act differently than what is being suggested by the persuader.
RESEARCH METHODOLOGY
The research employs both qualitative and quantitative methodologies to examine stylistic devices in English travel articles The qualitative approach focuses on describing and analyzing these devices, while the quantitative approach summarizes their frequency of use, providing a comprehensive understanding of stylistic trends in travel writing.
DATA COLLECTION
The study analyzes data from 50 English travel articles, comprising 25 articles from the renowned National Geographic (NGT) and 25 from the award-winning Wanderlust (WAN) magazine.
DATA ANALYSIS
This study aims to analyze 50 English travel articles from popular magazines, National Geographic and Wanderlust, focusing on stylistic devices The research will employ both qualitative and quantitative methods; qualitative analysis will identify common stylistic devices used in these articles, while quantitative analysis will examine the frequency of their occurrence.
DESCRIPTION OF SAMPLES
The process of collecting data for the study is conducted as follows:
Firstly, there are some features taken into consideration to identify eligible samples for the study, counting the number of samples, sources, types, publication dates of travel articles, etc
Secondly, 50 appropriate travel articles are determined for the study following these characteristics:
- Travel articles have to relate to attractions
- All travel articles are written in English
- All of the travel articles were published from 2019 till the present
Finally, stylistic devices applied to travel articles are found and fully analyzed.
VALIDITY AND RELIABILITY
All selected travel articles are valid, meeting the specified criteria For reliability, 50 English travel articles sourced from National Geographic and Wanderlust magazines were primarily authored by the esteemed staff of these reputable publications.
All sentences cited in the study are extracted originally and carefully from these magazines
In conclusion, the data analyzed in the study are worth relying on for the investigation.
PROCEDURES OF THE STUDY
- Topic is selected based on the introduction, literature review, and theoretical background
- The collection of samples for data analysis is selected from popular travel magazines
- Stylistic devices applied to English travel articles are carefully analyzed
- Some implications for educational purposes are suggested.
STYLISTIC DEVICES USED IN TRAVEL ARTICLES
This section provides a detailed analysis of the most commonly used stylistic devices in English travel articles, drawing on Galperin's theories in Stylistics (1977) and Fahnestock's insights in The Uses of Language in Persuasion (2011) While eight lexical stylistic devices are identified in the Theoretical Background, only five are prevalent in English travel writing.
Metonymy is a stylistic device that replaces a concept's name with a closely associated word, allowing writers to express their ideas more creatively Despite its potential, only one instance of metonymy was identified in the travel articles analyzed.
Palma is the ideal destination for an autumn, winter, or spring break, combining rich culture, fascinating history, and delightful cuisine in a charming, compact city Visitors can expect a warm welcome, making it a perfect getaway for those seeking both relaxation and exploration.
Of course, “a big heart” in this sentence just signifies the whole person, even the people in a country as well in this case
Antonomasia is a rhetorical device where a person's name is replaced with a term that highlights their characteristics While travel articles primarily focus on destinations and may mention names, they typically do not utilize antonomasia as a stylistic element.
Metaphor is a powerful lexical stylistic device that creates implicit comparisons between disparate elements, allowing readers to perceive concepts in a fresh perspective By drawing associations between unlike things, metaphors enhance understanding and evoke deeper connections.
- Those looking for a ‘hidden’ gem, should venture underground with a guide to the Bastion Passages, a system of tunnels.[WAN13]
Bastion Passages is recommended as a unique destination for visitors, although it is not a place for those seeking precious gems This tunnel offers a distinctive experience, making it an intriguing spot for exploration rather than a treasure hunt.
The term "hidden" effectively captures the essence of the tunnel and its concealed beauty, creating a vivid visual image that sparks curiosity in readers and motivates them to explore this intriguing destination.
Here are examples using metaphor:
- Old Riga is, as UNESCO says, a “living illustration” of its past (My own emphasis)
- Almost everything in the island’s rural north is an assault on the senses, smacking you with just about every element (My own emphasis) [WAN8]
- South Korea’s culture is an intoxicating concoction of time-frozen ancient traditions and a contemporary mix of media, arts and music (My own emphasis)
- The road is now a compact pancake of glossy ivory (My own emphasis) [NGT6]
- The state is a genuine superstar in its own right – the travel equivalent of a Hollywood A-lister (My own emphasis) [WAN16]
- The island capital is a whitewashed charmer (My own emphasis) [WAN17]
- The Inspyre Boutique is a magnet for well-dressed women (My own emphasis) [NGT11]
Simile is a widely used lexical stylistic device that creates clear and emphatic comparisons between seemingly unfamiliar or unusual things Recognized for its distinctive connective words such as "like," "as," and "as if," simile stands out among various stylistic devices Additionally, it represents the highest frequency of use among total lexical stylistic devices identified in language.
- Costa Rica certainly feels like a perfect antidote against the coronavirusblues (My own emphasis) [WAN6]
Costa Rica is often viewed as a remedy for the challenges posed by the coronavirus pandemic While it may seem like an unusual destination to some, its appeal lies in its potential to rejuvenate travel experiences that have been significantly altered by the pandemic.
Costa Rica serves as an ideal escape from the Covid-19 blues, captivating readers with its allure This comparison effectively sparks interest, encouraging travelers to consider adding Costa Rica to their bucket lists for a rejuvenating getaway.
Here are some other illustrations of simile using “like”, “as” and “as if”
- A landscape of rocks coloured like strawberry ice-cream, plump bottle trees flaunting golden bellies and buttocks, and the iconic dragon’s blood trees (My own emphasis) [WAN3]
- The species boasts a 2.4m wingspan, while males attract mates by inflating their scarlet necks like balloons (My own emphasis) [WAN6]
- The lights then reassembled, oozing smoothly like the matter of a lava lamp (My own emphasis) [WAN21]
- This remote region and its people were like a blast of icy fresh air (My own emphasis) [WAN21]
- All have their trunks lopped off at knee-height, as if a giant had scythed through them before drowning them in the bay (My own emphasis) [NGT3]
Additionally, to make comparisons referring to the (different) same amount of quality that things put into comparison, writers used (not) as+ Adj+ as to serve the purpose
- Experienced travellers know that a country that hits the disaster headlines back home is often as peaceful a place as anywhere when you actually visit (My own emphasis) [WAN3]
Seville boasts the world’s largest Gothic cathedral and ranks among Europe’s largest historic towns, offering a rich tapestry of history that matches the bold flavors of its renowned tapas.
- A moustachioed, black-eyed giant of a man with fingers as thick as a baby’s arm
- Only, here in Pembrokeshire, the coast fans out in fold after fold, as endless as a hall of mirrors (My own emphasis) [NGT3]
In English travel articles, similes through comparison are predominantly represented by comparative and superlative forms By utilizing these comparison structures, writers effectively convey to readers, including potential travelers, how the destinations and experiences they will encounter stand out from others in a broader context.
Let’s have a look at some examples:
- By joining a traditional felucca sailboat cruise you may feel like you have you have Africa’s longest river to yourself (My own emphasis) [WAN4]
- While nearby Sedona’s Cathedral Rock has the clearest views of the Milky Way in the state (My own emphasis) [WAN3]
- Red Rocks is surely the most beautiful concert venue in the world (My own emphasis) [NGT11]
- Antigua is larger and livelier than Barbuda, which was evacuated following the
2017 hurricane (My own emphasis) [WAN16]
- Kim explained that Alaskan huskies are lighter and faster than Siberian but without their endurance, although he has driven a team 100km in 24 hours (My own emphasis) [WAN21]
In conclusion, similes are a powerful and accessible tool in travel writing, enhancing comparisons and enriching meaning By using similes, writers can creatively express their views and present intriguing facts, making their narratives more convincing and credible to readers.
Irony is a literary device where a writer deliberately uses contrasting words to convey a deeper meaning This technique is particularly effective in prose, as it can generate comedic, satirical, or unexpected effects While irony can foster a strong connection with readers through humor, it is not commonly utilized in travel articles.
Hyperbole is a stylistic device in which deliberate exaggeration is used to place heavy emphasis on their expression in order to concentrate readers’ attention
- Even if you have to sell your grandmother do it, do not miss a few days on the Osa Peninsula (My own emphasis) [WAN6]
While it's certainly not advisable to prioritize travel over family, the statement emphasizes the incredible value of visiting the Osa Peninsula This destination is truly worth every penny, so don't hesitate to make the journey.
CONCLUSIONS
This study examines the use of lexical stylistic devices in English travel articles To successfully meet its objectives, a significant amount of relevant materials has been collected and meticulously analyzed.
Travel articles employ a range of lexical stylistic devices to enhance persuasion and engagement Key devices commonly found in this genre include simile, personification, metaphor, metonymy, and hyperbole, each serving distinct purposes to captivate readers and evoke vivid imagery.
Furthermore, this thesis is also intended to make a contribution to the theoretical study of linguistics in general and language of travel articles in particular.
LIMITATIONS
This study is limited by time constraints, available resources, and the researcher's knowledge, focusing solely on the lexical stylistic devices of persuasion in English travel articles While numerous linguistic features enrich travel writing, this research does not explore many of them It specifically examines destination-related articles from National Geographic Traveler and Wanderlust magazines, leaving out other magazines and types of travel articles from the analysis.
IMPLICATIONS
I hope this thesis will be of much benefit not only for writing effective and creative travel writing but also for various areas of learning and teaching in English
Travel magazines and articles serve as valuable resources for teaching English at the university level, particularly for students specializing in English for Tourism However, guiding students to comprehend and craft effective travel articles can be challenging This study equips teachers with essential knowledge of lexical stylistic devices related to persuasive language, enhancing their understanding of travel articles Additionally, the thesis identifies common characteristics of English travel articles, focusing on these persuasive devices, which can aid teachers in designing more flexible and effective lectures.
This thesis aims to benefit students and English learners by providing valuable insights and strategies for effective persuasive writing related to travel The findings are expected to enhance their knowledge and inspire further exploration of travel articles.
RECOMMENDATIONS
Due to the limitation of time and materials, there are still numerous aspects awaiting investigations There are some suggestions that can be taken into consideration:
- An investigation into phonetic stylistic devices used in English travel magazines
- A study on the syntax of English travel magazines
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[WAN4] Clark, G (2020) Where to go when Wanderlust, (211), 52-65
[WAN7] Go now: Amsterdam Wanderlust, (210), 22-23
[WAN8] Go now: Madeira Wanderlust, (211), 22-23
[WAN9] Go now: Phoenix Wanderlust, (193), 24-25
[WAN10] Go now: Tenerife Wanderlust, (212), 20-21
[WAN12] Green, G (2020) Brishtish break: Brecon Beacons National Park Wanderlust,
[WAN13] Head to head Wanderlust, (211), 24-25
[WAN14] Head to head Wanderlust, (212), 22-23
[WAN15] Hughes, L (2021) Bristish break: St Ives Wanderlust, (212), 93-94
[WAN17] McKelvie, R (2021) Isle of Islay Wanderlust, (212), 75-80
[WAN21] Stratton, M (2021) Swedish Lapland Wanderlust, (212), 36-45
[WAN23] Travel icon: Galle, Sri Lanka Wanderlust, (210), 91
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