LINGUA INGLESE II – THE DISCOURSE OF
TOURISM ACROSS GENRES
2014-2015
PROF. FEDERICO SABATINI
PROGRAMMA DEL CORSO E LISTA DEI TESTI AUTENTICI DA
PORTARE ALL’ESAME.
1) Stefania Maria Maci. 2013. Tourism Discourse: Professional, Promotional
and Digital Voices. Genova: ECIG (tranne i capitoli 2 e 3)
2) TESTI TURISTICI (seguono nel presente documento)
1.
2.
3.
4.
5.
6.
7.
Avoid the Hustle and Bustle (easyjet)
Introducing Manchester
Destination Guide London (Guide – Lonely Planet)
“Is Britain Great or Broken? “ (2012 Article on Great Britain Campaign)
Four Days Greek Classical Tour (Itinerary)
Inflight Magazine Enroute – Copenhagen
United Airlines Text Poster Seul
3) IMMAGINI – POSTER TURISTICI (da scaricare nella pagina web del
docente, sezione “materiali didattici”)
1.
2.
3.
4.
5.
6.
Poster Israel
Seul 1988
No Rain in Portugal
Great Britain Campaign
Florida 1949
Slogan/ image connection: Original Spice Girl Poster; Shalom poster;
Rush Hour Poster; Hello Frank Poster
7. PUN - EGO/TARGETING – SENSORY BRANDING : Let Us say with
you Poster
4) TOURISM VIDEO COMMERCIALS
Lebanon Blues Commercial Campaign and Smilebanon Campaaign (da commentare nei
suoi aspetti di ego-targeting, code-switching, sensory branding and general linguistic
features)
Lebanon Blues 1:
https://www.youtube.com/watch?v=UIh9UoJjO2U
Lebanon Blues 2:
https://www.youtube.com/watch?v=tcMUouzhPY4
Smilebanon:
https://www.youtube.com/watch?v=svfW5_u6FtE
TEXTS
1)
Avoid the Hustle and Bustle
Couples can relax in airport lounge
Prices from £ 14.50/person
Peace and Quiet
Up-to-the-minute flight information
You came on holiday to spend some time alone together - and you're in a crowded airport
terminal surrounded by harassed strangers in a rush. Get your holiday off to a far
more glamorous start by booking into an airport lounge. For as little as £14.50 per
person, you can leave the rest of the world behind and swap the mania for peace
and quiet. Almost all lounges have TV and free newspapers and magazines, and many have
wifi access or computers where you can access the internet. Depending on which lounge
you choose, you can also play board games, watch the planes take off and land, listen to
music or play video games. You've got up to three hours in the lounge before your flight,
and most lounges have flight information screens, so you don't have to go outside to check
if it's time to board.
You can also toast your getaway with free drinks and tuck into free snacks - and two of
our lounges even offer bistro food with waiter service, so you can have a romantic meal for
two. And with one or two exceptions, such as champagne and cocktails, everything's
included in the price - so you can save your money to treat each other on holiday.
(EASY JET Web Site)
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2) INTRODUCING MANCHESTER
London has decided to give up the job of capital and go into quiet retirement. If really
England looks around for a substitute, the nation turns to... Sorry Birmingham, but it can
be only Manchester, the uncrowned capital of the north and a city embracing change like
few others in Europe.
The change and influence of the last decade and a half have been quite dramatic. It all
began with a musical revolution, was interrupted by a bomb and has climaxed in the
transformation of Manchester into a modern metropolis that has embraced 21st-century
style and technology like no other in England.
Not only does Manchester have a wealth of fascinating museums that reflect its unique role
in the pioneering developments of the Industrial Age, but it has managed to weave the
mementos of its past with a forward-looking, ambitious programme of urban development
that has already offered a vision of what the future might hold.
The future, for Manchester, is to ensure that form follows function, and that cities are first
and foremost human dwellings. Testament to this belief is the remarkable life on show at
street level, from the trendy bars and boutiques of the bohemian Northern Quarter to the
loud-and-proud attitude of the Gay Village and the chic stylings of the Castlefield area.
Spend enough time here and you too will be infected with the palpable confidence of a city
that knows it’s onto a good thing
3)
Destination Guide: London, England
London is a city where you’ll find a whole world of history and culture in each of its
colorful streets. As in other cities in Europe, London has an incredible ethnic mix, which
gives a certain edge to this area of the United Kingdom.
On travelling through this fascinating city, you’ll find a large number of tourist
attractions, among which are Westminster Abbey (a church where the remains of the Royal
Family are buried and where important marriages are usually held), the Tower of
London, Big Ben, the Houses of Parliament, Kew Royal Botanical Gardens, the Greenwich
National Maritime Museum and the British Museum, as well as the numerous parks
scattered throughout London.
London
From its Roman core to its Olympic edges, its ancient abbeys to its iconic skyscrapers,
London is an extraordinary time capsule of human history and a cross-section of all
human life. London now confidently assumes the mantle of Europe’s cultural capital and
that of one of the world’s great cities, crowning itself Napoleon-style by hosting its
third Olympic Games in 2012.
London has been called a ‘world in one city’ and that’s not just empty rhetoric. The brilliant
feat carried off here is that while immigrants, the city’s lifeblood, continue to flow
in and contribute their energy and cultures to the capital’s already-spicy melting pot,
London nevertheless feels quintessentially British, whether it’s those boxy black
cabs, the red double-deckers or those grand symbols of Britain – the mother of all
parliaments at Westminster, the silhouette of Tower Bridge above the muddy Thames
or the now world-famous London Eye, barely a decade old.
Don’t miss these essential sights of course, but equally ensure you partake in what really
makes London great: a pint and a plate of fish ’n’ chips by the river, a day in the park or a
night out in Soho or Shoreditch. Take a deep breath and prepare to fall in love with
the British capital.
(Lonelyplanet.com/England/London)
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4) Great Britain Campaign
Is Britain Great or Broken? Critics accuse Cameron of
delivering mixed messages as £500,000 tourism poster
campaign is rolled out
Prime Minister says economy and society are broken following recession and
riots in English cities
Then he backs bid to attract an extra billion pounds in trade and investment
with 'bragging' billboard (poster) drive
(By JESSICA SATHERLEY and MARTIN ROBINSON, from MAIL ONLINE)
David Cameron has been accused of sending mixed messages after launching a new
publicly-funded international marketing campaign claiming the UK is 'GREAT' - despite
regularly saying that Britain's society and economy is broken.
The Prime Minister wants to dispel negativity linked to the country's ongoing economic
problems and move away from the anarchic images that were beamed around the globe
during last month’s English riots.
More than £500,000 has been spent on the new GREAT campaign and a series of posters
will be used across the world centred around the 2012 London Olympics to promote
Britain the brand.
Its aim is to attract an extra billion pounds of inward investment and trade
over the next year, giving a lift to an economy that has barely grown during
the last 12 months.
Mr Cameron is in New York where he is to address the United Nations General Assembly.
He said last night: 'We want to extend an invitation to the world to take a fresh
look at everything we have to offer.”
'Britain today is simply a great place to visit, study and work. A great place to
invest and do business.'
But only last month, as law and order broke down in cities across England he said: 'In
my very first act as leader, I signalled my personal priority: to mend our broken society –
that passion is stronger today than ever.
'Social problems that have been festering for decades have exploded in our face.
'The broken society is back at the top of my political agenda.'
Critics have said that the Prime Minister should not ignore the riots, and that the campaign
may not be suitable could be deemed as 'bragging' by other countries.
Mark Leonard, the director for the European Council on Foreign Relations, credited with
launching the notion of 'Cool Britannia' told the Daily Telegraph: 'My worry about this
campaign is that it comes when David Cameron is speaking about broken society, broken
economy, and all of the domestic debates are about how nothing works here,' said Mr
Leonard.
'It is slightly ludicrous to go to New York and talk about how Britain is great, because that's
not the message they've been getting from British media or British politicians.'
Dave Trott, the creative Director of CST Advertising, which produced the 'Enjoy England'
campaign in 2009, 'I don't think anyone pays any attention anyway.
'London should be marketed as "the most exciting city in the world right now
because it is out of control".
The Government should use the riots as a 'selling point', he told BBC Radio 4's Today
Programme: 'Of course. That's what we've got. Don't deny it. Don't pretend
we're Switzerland or Singapore. No amount of pretending we're not that will
change that.'
Meanwhile Patrick Barwise, Emeritus Professor of Management and Marketing at the
London Business School told The Times: 'I would certainly be cautious before
putting money into a campaign like this because it could be interpreted as
bragging.”
'The intended effect is for people to think "British people are the most talented in the
world. That's wonderful, I'll come." But the alternative is they will think: "Says who? I'm
from the United States and I think we're better."
‘It is not about rebranding Britain, we have one of the strongest brands in the world,’
Jeremy Hunt, Secretary of State for Culture, Media and Sport, told reporters yesterday.
‘It is about using that brand to create more exports, more inward investment,
more trade, more foreign tourists and also to make sure that we can put the
record straight after some of the terrible events that happened this summer,
which created a negative image,’ he added.
‘It’s based on something that isn’t new - the idea of putting great back into
Britain is something that has been around for a very long time, but we think
this is the moment to use it next year.’
But an economist suggested a billion pounds was a tiny amount in terms of the overall
economy.
‘When GDP is in the trillions, a billion is not a great deal,’ said Scott Corfe, economist at
the Centre for Economics and Business Research.
In 2009, foreign companies invested £46 billion in the UK, a decrease of £3.2 billion from
the previous year and the smallest flow of inward direct investment since 2004, figures
from the Office for National Statistics showed.
The government said the bulk of the billion pounds is expected to come from exports.
The billion pounds will go some way to delivering a return on the £9.3 billion it will cost to
stage the Games.
The government, backed by the Foreign Office and UK Trade and Investment, will host a
global investment conference in London on the eve of the Olympics and set up a British
business embassy to showcase the country’s innovations, creativity and
entrepreneurship.
Politicians also hope the Olympics and Queen Elizabeth’s Diamond Jubilee next year, to
mark 60 years of her reign, will boost tourism, attracting an additional four
million visitors, aided by a further billion pounds of free publicity.
The campaign comes at a time when a cash-strapped Conservative-led coalition
government looks to the private sector to boost growth, as it embarks on an austerity
package to eliminate a record budget deficit.
The country also has to overcome the damage to its image caused by this summer’s riots in
which cars and buildings were burnt and shops looted in London and other English
cities.
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5)
Four Days Greek Classical Tour
Itinerary
Day 1: Arrival
Arrival, reception and transfer to the hotel .
Day 2: Athens sightseeing
After breakfast - Departure for Temple of Olympian Zeus (visit). Proceed to Panathinaiko Stadium
cradle of the first Olympic Games which took place in 1896 (short stop). Pass by the Prime's
Ministers residence, Ex Royal Palace, (guarded by colourful Evzones), Zappion (Conference and
Exhibition Hall), National Garden, Hadrian's Arc, St. Paul's Church, Parliament, Tomb of the
Unknown soldier, Schliemann's House (Nomismatic Museum), Catholic Cathedral, Academy ,
University, National Library, Old Parliament, Constitution Square ,Russian Orthodox Church,
Acropolis (visit Propylaea, Temple of Athena Nike, Parthenon, Erechtheion and Museum of the
Acropolis). Free afternoon to visit Plaka, the hill of Lycabetus and the National Gardens . Overnight
in the hotel.
Day 3: Mycenae/Epidaurus/Nafplio
Departure after breakfast; we are passing by Olympic Stadium to see the Athens 2004 Olympics
main venue. We continue for the Corinth Canal (short stop). Drive to Epidaurus and visit the
Ancient theatre, world famous for its outstanding acoustics. Proceed to Nafplion (short stop) and
through the plain of Argos arrive to Mycenae . Visit the archaeological site and the Tomb of
Agamemnon. In the afternoon (optional stop for souvenirs) depart for Olympia , the birth place of
the Olympic Games , through the cities of Tripoli 's and Megalopolis (short stop).
Overnight in Olympia .
Day 4: Olympia
Visit the archaeological site with the Temple of Zeus , the Temple of Hera , the altar of the Olympic
flame, the Stadium and the archaeological Museum. Depart via Patras (short stop) to Rion, cross the
Corinthian bay by the new bridge to Antirion. Pass by the city of Nafpaktos and from there
on, along the coastal road to Delphi , known in ancient times as the navel of the world. In the
afternoon visit the picturesque mountain village of Arachova . Overnight in Delphi.
Day 5: Delphi
Visit the archaeological site and the museum of Delphi . Depart for Kalambaka via Central Greece
(short stop by Lamia). Overnight stay in Kalambaka (a small town built at the foot of the majestic
grey rocks and crowned by the Meteora Monasteries).
Day 6: Meteora
Leave in the morning for nearby Meteora to visit the Byzantine monasteries. Return to Athens
passing the heroic monument of Leonidas at Thermopylae . Overnight in Athens .
Day 7: Free day in Athens
The entire day is free to discover Athens, the oldest capital in Europe . Breakfast in the hotel .
Day 8: Departure
Having finished your breakfast in the hotel , transfer to the airport for your departure flight.
Package price per person in double room in Euros. CODE 7P
Hotel category A ****
835,00 Euros
Hotel category B ***
720 , 00 Euros
Package includes:
 4 nights hotel accommodation in Athens (hotel class of your choice).
 Half-day Athens sightseeing tour.
 4-day classical tour/Meteora on half board basis (hotel class of your choice).
 Entrance fees in the archaeological sites and museums.
 All transfers as mentioned.
 Daily breakfast.
 Local taxes.
 The assistance and supervision from our agency.
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6) INFLIGHT MAGAZINES “ENROUTE” by AIR CANADA
CITY GUIDES – ARTICLE “COPENHAGEN” (abridged)
A historic city of castles and posh houses surrounded by canals, the Copenhagen of today is also a
modern metropolis, famous for its forward-thinking attitudes toward everything from design and
fine dining to public transportation. And with locals who speak near-perfect English, the only worry
is that you might end up feeling very much at home, despite having travelled one-fifth of the globe
to get here.
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7) TEXT FOR POSTER IN THE 1980s
SEOUL MAN
After a while the business traveller feels as comfortable walking these
streets as his own.
And when you’ve reached that point, you’ve also discovered the best way
to get there. United.
Fine meals, double-feature films, a full complement of amenities. It’s the
best in International travel, all served up with Friendly Skies spirit. Not to
mention Plus Bonuses when you fly First or Business Class.
You choose United to Seoul. Because you know that travelling great
distances is no reason not to feel right at home.
United is dedicated to giving you the service you deserve.
Come fly the friendly skies.