Using visual metaphors in advertising campaigns to promote sustainable tourism
Visual metaphors are utilised in advertising campaigns to convey knowledge more imaginatively without sacrificing context. The current study investigates the feasibility of using visual metaphors in green advertising campaigns promoting sustainable tourism in Egypt. Using a mixed-method approach, th...
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| Format: | Article |
| Language: | English |
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University of the Algarve - ESGHT - CIEO
2024-10-01
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| Series: | Tourism & Management Studies |
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| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/2690 |
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| _version_ | 1841554348711084032 |
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| author | Noha Ahmed Kamel |
| author_facet | Noha Ahmed Kamel |
| author_sort | Noha Ahmed Kamel |
| collection | DOAJ |
| description | Visual metaphors are utilised in advertising campaigns to convey knowledge more imaginatively without sacrificing context. The current study investigates the feasibility of using visual metaphors in green advertising campaigns promoting sustainable tourism in Egypt. Using a mixed-method approach, the current study is conducted in two phases. Phase one analyses the 2021 campaign "A Civilisation Inspired by Nature," utilising a checklist and rhetorical analysis guided by an interpretivist approach. A positivist approach was then employed to collect quantitative data by statistically evaluating the responses provided by the participants on the checklist. Two distinct groups were purposefully chosen: individuals with diverse knowledge backgrounds and experts in history and heritage. To ascertain whether there were any statistically significant differences in the participants' interpretations of the metaphorical themes, we employed independent t-tests for sample analysis. The results show that the campaign successfully employs visual metaphors derived from ancient Egyptian culture to convey the significance of valuing nature and sustainability. Nevertheless, certain difficulties arose in comprehending the metaphorical themes. The current study offers practical insights for marketers on the utilisation of visual metaphors in green advertising campaigns that promote sustainable tourist practices. |
| format | Article |
| id | doaj-art-a57ba938550d45afbfc66f95fccbe302 |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | University of the Algarve - ESGHT - CIEO |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-a57ba938550d45afbfc66f95fccbe3022025-01-08T14:38:14ZengUniversity of the Algarve - ESGHT - CIEOTourism & Management Studies2182-84662024-10-012048598Using visual metaphors in advertising campaigns to promote sustainable tourism Noha Ahmed Kamel 0Tourism Studies Department, Faculty of Tourism and Hotels, Alexandria University Visual metaphors are utilised in advertising campaigns to convey knowledge more imaginatively without sacrificing context. The current study investigates the feasibility of using visual metaphors in green advertising campaigns promoting sustainable tourism in Egypt. Using a mixed-method approach, the current study is conducted in two phases. Phase one analyses the 2021 campaign "A Civilisation Inspired by Nature," utilising a checklist and rhetorical analysis guided by an interpretivist approach. A positivist approach was then employed to collect quantitative data by statistically evaluating the responses provided by the participants on the checklist. Two distinct groups were purposefully chosen: individuals with diverse knowledge backgrounds and experts in history and heritage. To ascertain whether there were any statistically significant differences in the participants' interpretations of the metaphorical themes, we employed independent t-tests for sample analysis. The results show that the campaign successfully employs visual metaphors derived from ancient Egyptian culture to convey the significance of valuing nature and sustainability. Nevertheless, certain difficulties arose in comprehending the metaphorical themes. The current study offers practical insights for marketers on the utilisation of visual metaphors in green advertising campaigns that promote sustainable tourist practices.https://www.tmstudies.net/index.php/ectms/article/view/2690visual metaphorsadvertising campaignsmetaphorical themessustainable tourismegypt |
| spellingShingle | Noha Ahmed Kamel Using visual metaphors in advertising campaigns to promote sustainable tourism Tourism & Management Studies visual metaphors advertising campaigns metaphorical themes sustainable tourism egypt |
| title | Using visual metaphors in advertising campaigns to promote sustainable tourism |
| title_full | Using visual metaphors in advertising campaigns to promote sustainable tourism |
| title_fullStr | Using visual metaphors in advertising campaigns to promote sustainable tourism |
| title_full_unstemmed | Using visual metaphors in advertising campaigns to promote sustainable tourism |
| title_short | Using visual metaphors in advertising campaigns to promote sustainable tourism |
| title_sort | using visual metaphors in advertising campaigns to promote sustainable tourism |
| topic | visual metaphors advertising campaigns metaphorical themes sustainable tourism egypt |
| url | https://www.tmstudies.net/index.php/ectms/article/view/2690 |
| work_keys_str_mv | AT nohaahmedkamel usingvisualmetaphorsinadvertisingcampaignstopromotesustainabletourism |