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University of TiranaFaculty of Foreign LanguagesBranch English

Touristic Communication

1.The Linguistic Underpinnings of tourism as a language of Social

Control

2.The Three Fs in the Language of Tourism

Prepared by Elsa TOKA


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In this course assignment I have analyzed the linguistic strategies used in abrochure about Scotland.

Destination. STOCKHOLM

STOCKHOLMWelcome to Stockholm, one of the most beautiful capitals in the world, builton 14 islands, connected by 57 bridges. The architecture, cutting-edgedesign, hip style, the greenery, the fresh air, and the proximity to the waterare all distinctive traits of this city. With its 750 year history and richcultural life, the city offers a wealth of attractions such as Gamla Stan,Vasamuseum, The Royal Palace, Skansen, and the Archipelago. Welcome to

StockholmThe Capital of Scandinavia


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Tourism has only recently started to be investigated from a linguisticperspective, because of its language mirrors the complexity of thisfield, which is definitely hybrid.

Tourism uses language to manipulate reality turning an anonymousplace into a tourist destination.

Language is the most powerful driving force on the field of tourism.Its aim is to persuade, lure, woo, and seduce millions of human beings

Use of imperative (imperative of consumption)

Imperative is used to request or command.

20 most frequently encountered imperatives: try, ask for, get, take, let/send for, use, call/make, come on, hurry, come/see/give/remember/discover, serve/introduce/choose/look for often synonymous with "buy"

Examples:

Come and visit us

at Junibacken Stockholms art, fashion and club crowds gather here to see and be

seen Walkthrough small winding streets lined with stores full ofhandicrafts, antiques, art galleries and cafs.

Experience one of Europes premier collections of art from the 20thcentury until today.


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Visit the world-famous warship, the Vasamuseum, the worlds oldestopen-air

Stroll among the beautiful gardens with flower beds and functionalplants.

You are welcome to deepen your sense of Stockholm, with a visit tothe museum!

Walk through small winding streets lined with stores full ofhandicrafts, antiques, art galleries and cafs.

See a collection of classical sculptures at the Gustav IIIs Museum ofAntiquities the Museum Tre Kronor .


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Alternative ways of issuing commands

rhetorical questions (! > ?).

The Rhetorical questions are made to persuade or dissuade.

A quiet cocktail in a stylish international atmosphere? Something ice-cold,or red-hot? Rock or jazz? Classical or contemporary? Mainstream or cutting-edge? Stockholms vast selection of clubs offer something for every taste.

A classic hotel steeped in tradition, or the worlds first hostel in a jumbo

jet? Design hotels with sea views, or wallet-friendly camping? Stockholmhas a huge range of accommodation in every price bracket to suit everytaste.

Did you know that you can go skiing and snowboarding in themiddle of Stockholm in winter?


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Or how about taking the vast and comfortable Cinderella boats intothe archipelago for your own day trip?


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Use of the word "should"

If you have the slightest interest in things marineand even if you dontyou shouldnt miss the magnificent Vasa

Implicit command/advice

Gamla Stan is one of the largest and best preserved medieval citycenters in Europe, and one of the foremost attractions in Stockholm.You are to be there.

The most impressive of the attractions in the district is the RoyalPalace, one of the largest palaces in the world with over 600 roomswhich is worth seeing.


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The Court Theatre is one of Europes best preserved 18th centurytheaters, a truly one-of-a-kind attraction with its original scenery.

The worlds first national city park (the ecopark) is a green lung forming anarc more than six miles long, stretchingaround and through the city nowhereelse found.


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Paulis Terrace, with its view, is one of Stockholms musts!

Today, they invite you to Stockholms international casino with allthe classic casino games as Roulette, Black Jack, Caribbean StudPoker, Punto Banco and Poker together with a wide range of modernslot machines and, of course, pleasant restaurants and bars.

You will go with either m/s stan I built 1906 or s/s Stockholmbuilt 1931, both of which are classic pearls and well-known elementsin the archipelago.


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You can test 55 different vodka and liquor spices in the museums scentorgan.

Masquerading command

Also visit the Tower Museum. You can visit the tower in thesummer without a guide

You can walkfor days through the Ekoparken, discovering ever newand lovely spots.

In Cino4 You experience film with all your senses and in the newexhibition Airplanes, you can learn all about planes and flying.

Stockholm has scores of waterfront walkways, with spectacular andever-changing scenery. Be sure to take a boat sightseeing tour of thecity.


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Stockholm attracts shopping-hungry visitors from all over theworld. And compared to other international cities, Stockholm isreasonably priced.

As we saw in the examples specific language forms are employed in order toestablish social control. Linguistic underpinnings communicate theillocutionary force with the overt use of imperatives. The request-commandcontrolling device seeks the cooperation of the receiver, with the imperativeform of the verb dominating the discourse. These verbs are strategicallychosen, and may even include invented or foreign terms, a technique knownas languaging.Additionally, interrogatives, formulated negatively or affirmatively, are used

as enticing questions which invite the tourist to take direct action.

Promoters in the industry achieve control of the masses fundamentallythrough the use of language in imperatives, interrogatives and modalauxiliary forms. In addition, there is an overriding message of perennialorganization in accommodations, and in various types of touring activities.

Fun, Fantasy and Fairy talesFun, Fantasy and Fairy-tales concerns those ads which promote childhood,magic, and other elements related to a sort of dream reality.


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Fun tourism as a play, ludic tourist, entertainment, games,childlike activities without the presence of children .

Stockholms stadsmuseumHere is something for all ages, including a

playroom for the children. And for adults,there is a city walk on the theme of StiegLarssons, Millennium. We also have a

well-stocked shopwith gifts and acaf.Free admissionfor 2010

Fishing

People fishing outside the Royal Palace is a classic Stockholm sight. Thesewaters are good for salmon fishingotherwise fishers wouldnt bestanding there every day, year round. The record for a salmon caught indowntown Stockholm is said to be 48 pounds!

Skansen Open-Air Museum

Meet historic Sweden! Skansen is home to 150 buildings and farmstransported from different parts of the country. Stroll among the beautifulgardens with flower beds and functional plants. See Nordic animals,

particularly predators and native Swedish breeds.


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Fantasy part of the general demand for illusions, fantasies: naming,colour, sexual, religious, economic, sportingDrottningholm

Join us on a journey through time and space, taking you to the royalresidence Drottningholm, one of Swedens World Heritage Sites. Amagnificent turn of the century ship will take you from central

Stockholm out to the royal residenceDrottningholm.

Experience big-city life, the history ofcivilization, and natural scenery all in thecourse of the same day.We provide memories that last a lifetime!

Fairy tales early travellers sometimes described the new territoriesthey 'discovered' in terms of fairyland, even today frequentreference

Junibacken

The Story Train takes you on an amazing journey through the magical fairytale world of Astrid Lindgren, author of popular stories such as PippiLongstocking. Meet Mardie, Emil, Karlsson on the Roof and many others.Exhibition: Lennart Helsinga different world (through autumn 2011).


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The narrow, winding cobblestone streets with their buildings in so manydifferent shades of gold, give Gamla Stan its unique and humbling character.Even now, cellar vaults and frescoes from the Middle Ages can be found

behind the visible facades, and, on snowy winter days, the district feels likea chapter from a fairy tale book.

February 15, 2011

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