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Published in:
2019 | OriginalPaper | Chapter
Zur Langlebigkeit von Stereotypen im Tourismusdiskurs. Hotelwerbung am Gardasee in der Belle Époque und im Zeitalter des digitalen Marketing
Author : Alessandra Lombardi
Published in: Stereotype in Marketing und Werbung
Publisher: Springer Fachmedien Wiesbaden
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The paper presents the results of a pragma-linguistic study comparing the advertising practices of Grand Hotels on the shores of Lake Garda (during the Belle Èpoque and in the present day) addressing a German-speaking target audience. The analysis focuses in particular on the role of cultural stereotypes in tourism discourse moving from the unidirectional communication modes of printed advertisements of the early 20th century to the interactive, consumer-generated modes of today’s electronic word-of-mouth-communication.