Home⇛Asian Journal of Tourism and Hospitality Research⇛vol. 4 no. 2 (2010)

Airline advertising: a semiotic approach

Elmira Djafarova

Discipline: tourism, transport and travel

 

Abstract:

This paper explores the use of tools used in print airline advertising. Using semiotic approach for analysis, the paper aims to explore how advertisers distinguish the importance of price and service quality in airline newspaper advertising. Qualitative content analysis, interviews and semiotics have been used to conduct this research. Findings show that price is the strongest tool in the airline advertising and the emergence of Low-Cost Carriers has added pressure to the traditional airlines to introduce new pricing strategies. Semiotic analysis identifies that some advertisements do not communicate their messages clearly which results in misinterpretation by the audience or the advertisements are left unnoticed. The contribution of this research lies in the analytical approach applied to explore the language content used in airline advertising.



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