ASEAN Branding: A Comparative Analysis on the Language Use of the Pre-Pandemic and Post-Pandemic Tourism Slogans (78012)
Session Chair: Mia Tedjosaputro
Saturday, 17 February 2024 11:50
Session: Session 2
Room: Thung Saliam
Presentation Type: Oral Presentation
Language branding is one of the important aspects of the tourism of a country. Lerman, Morais, and Luna (2018) said that awareness of the connection between culture and language will create a brand language that reflects their target consumers' culture, and in this case, the Association of Southeast Asian Nations (ASEAN) branding centers on its motto: one vision, one identity, one community. This study focuses on analyzing the linguistic variations of the various ASEAN pre-pandemic and post-pandemic tourism slogans by comparing their syntactic and lexical features proposed in Grey’s (2008) Language Style theory. Furthermore, this study will make people understand the importance of language branding in promoting tourism and culture. Aside from that, this analysis presents the change in the language tourism branding of the affiliated ASEAN countries after the COVID-19 pandemic. Finally, with the said slogans, we will be informed if these are congruent with the ASEAN motto of achieving a united branding. Based on the analysis, it shows that most of the updated slogans’ syntactic forms have shifted from phrases to sentences. It also exhibits that the majority of the post-pandemic slogans opted for the use of short sentences, simple, colloquial, and imperative language in their syntactic features. For the lexical features, the majority of the post-pandemic tourism slogans have shifted to the use of simple vocabulary, glamorization, and repetition. Finally, the post-pandemic slogans imply a more optimistic ASEAN tourism branding that focuses on recovery, passion, wonder, and love.
Authors:
Dania Munder, Mindanao State University-Marawi, Philippines
About the Presenter(s)
Ms Dania Munder is a University Assistant Professor/Lecturer at Mindanao State University-Marawi in Philippines
See this presentation on the full schedule – Saturday Schedule
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