Abstract

Even though advertising has an economic finality, its means of construction are rooted to a great extent into humanist sciences. Thus, in the present paper we shall analyze, in an interdisciplinary approach, one important aspect − the image, underlying in this case its referential and non-discursive character. Our research methodology based mainly on Discourse Analysis is enriched with backdrops of language philosophy and communications sciences that will help us to encapsulate more profound resorts that advertising operates with, in order to create the psychological frame of triggering the motivation of consumption. As tourism represents an intangible gratification, yet a form of economic exchange, the promotional (non)discursive strategies must encounter the expectations of a probable Westerner, in quest of authentic experiences. By encountering the Other, the Self rediscovers universal human values and laws that must be firstly integrated within the image of a successful advertising campaign. As tourism represents not only an economic exchange, but also linguistic, cultural, symbolic, etc., all incorporated through gazing, as a form of reciprocal recognition and identification, which lingers beyond territorial borders.