RHETORICAL ANALYSIS OF TOURISM ADVERTISING SLOGANS: AN EMPIRICAL STUDY FROM BULGARIA

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Hristo Katrandjiev

Keywords

tourism, advertising, slogans, rhetorical figures

Abstract

The presented paper is written on the basis of an empirical research project focused on the use of rhetorical figures in tourism advertising slogans. The study aims to analyze the tourism advertising in Bulgarian media. The use of rhetorical figures within tourism and non-tourism advertising is investigated and comparisons are made. On that base the “rhetorical profile””of Bulgarian tourism advertising is outlined. Another important direction of the research is the analysis of slogan length – the author measured slogan length within 9 product categories and found that tourism slogans are among the longest. The paper may help future studies devoted on the relationship rhetorical figures’ usage – advertising effectiveness.

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