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This paper examines the Italian folk concept of bella figura in the framework of politeness-theories and the various binary conceptions it provides for explaining the nature of human communication. BF is a culture-specific understanding of self-projection in everyday discourse: It is both, a cognitive concept concerning the "beautiful" embodiment of self, and a performative concept concerning the active "figuring out" of a bella figura in order to avoid its contrary, the brutta figura. Thus, the figura-concept represents a pragmatic principle for acting in line with socially accepted norms setting out a reference frame for judging social endeavours according to a culture-inherent value system. Accordingly, affinities can be assumed between the figura-concept and the sociopragmatic core notions 'face' and 'politeness'. A comparison of the figura-concept with the respective first- and second-order conceptions of the two, reflects a cultural version of 'impression management' conceiving an image of self which coincides with Goffman's, but not at all with Brown and Levinson's face-concept. This makes it difficult to identify figura in relation to politeness. Connections and disconnections are discussed alongside the paradigmatic binary scales and the positive/negative value-attributes. Finally, the findings are verified by comparing the use of the respective expressions as evaluation tools. [ABSTRACT FROM AUTHOR]

Destinationswerbung ist gezielte Image-Werbung. Die Konstruktion eines touristischen Images basiert – unter anderem – auf einer möglichst anschaulichen Verarbeitung von sog. Identitätsmarkern, welche den beworbenen Raum im Werbetext gleichsam ‚ikonisch' repräsentieren sollen. Aus dem Blickwinkel der Linguistik und Semiotik wird an ausgewählten Beispielen untersucht, wie solche Identitätsmarker im multimodalen Text schlagkräftig in Szene gesetzt werden und welche Rolle Sprach-Bild-Kombinationen zur werbestrategischen Errichtung eines identitätsbezogenen ‚tourist gaze' spielen. Schlüsselwörter: Destinationswerbung, Printwerbung, Raum-Marketing, Imagekonstruktion, Identität/Identitätsmarker, Textlinguistik, Sprach-Bild-Texte, Multimodalität, Visualisierungsmethoden. Destination advertising is above all a skillful image promotion. The construction of a specific place image is supposed to bear basically on a heterogenous group of symbolic signs I define as 'identity-markers'. Due to their inherent iconic force they turn out to be strikingly perceptive representants of the promoted space and as such their features can widely be exploited in the multimodal design of the advertising texture. In a linguistic analysis of selected print-ads is shown how identity markers are textually staged and how different strategies of relating semiotic modes constitute to match an identity-bound 'tourist gaze'. [ABSTRACT FROM AUTHOR]

The article focuses on the topic of language use and adaptation strategies in tourist communication, discussing its common aspects with the book "The Tourist Gaze" by John Urry. It states that tourism being the worldwide cultural industry is communicated through the media channels. The concept of adaptability plays an important role in the tourist communication. Also, presents introduction to the topics including international campaign, sustainable tourism and tourist communication.