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English for Tourism à d
English Language I MED – Unit r3s
i t
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a.y. 2021-22
U n
Lecture 4
h t
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C o
Prof. Maria Cristina Paganoni
Catalogues, Brochures and Itineraries

n o
Catalogues and brochures are publications produced by lboth
i a public
and private institutions such as tourist offices, hotels i Mand tour
i d
operators. t u d
l i S
They display an almost fixed set of e g
moves:
d
àplace/facility to visit;
i. evaluative claims about the
s i t
e r
ii. brief history of the resort/facility;
n i v
iii. guided tour oftthe U main attractions;
i g h
iv. practicaly r
details (e.g. how to get there);
o p
v. regulations
C (e.g. restrictions concerning flora and fauna, food,
photography, etc) (Maci 2020: 118).
Travel Brochures
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✓ Pronunciation first! UK /ˈbrəʊ.ʃər/ US /broʊˈʃʊr/
i M
i d
✓ Brochures are marketing booklets.
u d
l i St
✓ If ads are often the first contact between a location or attraction and
e g
prospective tourists, brochures generally come not much later in the
à d
“tourist cycle” → e.g. when a potential traveller contacts a Tourist
i t
ers
Information Office, after having been charmed by an advertisement
or some other sort of promotional material.
ni v
✓ Brochures can h t U
vary remarkably in format (paper or electronic, in full
r i g and white, having many pictures or a lot of text),
colour or black
p ypurpose → some are meant to inform, others to attract,
style and
o
C to do both.
others
Brochures - Example 1
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Brochures - Example 2
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Brochures – Example 3
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From a Printed to an Online Medium: E-brochures
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Inspired: Food and Wine 2019

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The MICE Industry in Malta
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The MICE industry: a definition u d
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Conventions Malta
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 Brochures vs. Ads - 1
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✓ English used in brochures is somewhat similar to English used i lain ads.
i M
i d
✓ Sentences are generally simple, short and to the
t u d
point → Just minutes

l
from the airport, the hotel is a short stroll i S
from the Gaslamp Quarter,
e g
Horton Plaza, the Convention Center d and beautiful San Diego harbor.
à and friendly, efficient service.
/ The Sun Hotel promises comfort
s i t
e r
n i v
✓ They sometimesU lack the verb and rely on adjectives and nouns to
h t
convey the
r i grelevant message → The Sun Hotel: Comfortable and
p y four-star hotel.
relaxed
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Brochures vs. Ads - 2
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✓ Brochures generally contain more informational text compared i lato ads,
because they also serve the purpose of providing “further i M
information”
i d
about the attraction or destination at issue.
t u d
l i S
✓ Whereas ads have to fit in a limited d e g
space and the text must be
i t à brochures can count on more
restricted to a few effective keywords,
r s
edestination can be promoted more profusely
v
space → the attraction ior
n can be provided in addition (e.g. contact
U
and useful information
t
details). ig
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o p
C
The “Double Soul” of Brochures
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✓ Brochures have a “double soul” (Cappelli 2007: 92) → on the i laone
hand, they promote attractions; on the other, they inform i Mthe reader
i d
about details of the attraction they feature.
t u d
l i S
e g
✓ The promotional function of brochures
à d can be more or less prominent
→ Are there purely informative s i t
brochures? → all brochures also
e r
n i v
promote the product, attraction or destination at issue, at least
indirectly.
t U
i g h
r
y of promotional vs. informative material depends on the
p
✓ The amount
o
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brochure’s function.
Brochures as “Tour Shells”
n o
la i
Tour shell or shell: brochure or flyer containing artwork, i M graphics
i d
and/or illustrations with room available (called
t u dbare of copy) for
travel agencies to place their own contact l i Sinformation or stamp (Maci
e g
2020: 241). à d
s i t
e r
n i v
flyer: a small piece t Uof paper with information on it about a product or
i g h
y r
event (Cambridge Online Dictionary).
o p
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Brochures: A Highly Codified Genre - 1
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✓ Like all the other genres of tourism discourse, brochures are i la
highly codified. i M
i d
t u d
✓ They tend to have a regular structure → l i S
or, at least, certain
e g
d
elements are always included in brochures:
à
▪ They have slogans and images.s i t
e r
n i v
▪ They have an informative section.

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Brochures: A Highly Codified Genre - 2
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✓ For instance, brochures are characterised by frequent recourseilto a
collocations (esp. adjective + noun): i M
i d
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▪ The use of certain words together / a particular combination
t of words
(Merriam-Webster Dictionary)
l i S
▪ A combination of words in a language that e ghappens very often and more
frequently than would happen bytà
d
chance (Oxford Dictionary)
r s i
e
▪ Sequence of lexical items which
iv 2007: 329)
tend to co-occur more often than would be
expected by chance n (Cappelli
t U
g h
✓ Mild climate, ipleasant weather, countless possibilities, small paths, panoramic
roads, oldy
r
abbeys, ancient villages, dream landscapes, eno-gastronomic
o p extensive cellar, award-winning menu, amazing price, sumptuous
traditions,
C sumptuous food, splendid mansions…
interiors,
Lexis in Catalogues and Brochures

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Since the target readership includes singles, both gay and heterosexual
i la
couples and families, catalogues and brochures are characterized i M by a
i d
general rather than specialized vocabulary, which
t u d
is very simple and
accessible to most readers. l i S
e g
Emphatic and evaluative language;
à d appraisal terms.
Binary opposition which contrasts s i t the routine activities of home
e r
with novelty and excitement
n i v elsewhere.
t U
One of the main characteristics of receptive structures described in
i g h
catalogues y r
and brochures is that they welcome tourists and make them feel
o p
C Hence the exploitation of the adverb friendly (Maci 2020: 120).
at home.
Deixis

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Information about location is necessary to contextualize the receptive
i la
structure. Contexualization is realized with deictic terms. i M
i d
This modern and popular hotel /Nearby activitiesu/dIf that isn’t enough /
S t
These apartments / It’s all here in the ClubliMac Marte complex.
e g
Deictic elements do not qualify or à d
characterize the context but rather
s i t
indicate it with a coordinated e r
system of reference markers related to space
and time (Maci 2020: 124).n i v
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g h
“A deictic expression
i or deixis is a word or phrase (such as this, that, these,
y r
p then, here) that points to the time, place, or situation in which
those, now,
o
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a speaker is speaking” (https://www.thoughtco.com/deictic-expression-deixis-1690428).
 Collocations - 1 (cf. J. R. Firth 1957)
n o
i
✓ You shall know a word by the company it keeps (Firth 1957). la
Mi
✓ Collocations represent the habitual and recurrent
d
i co-
occurence of semantically related words. t u d
l i S
e
✓ Words do not collocate together because g of grammatical or
d
semantic rules, but because tofàtheir repeated usage.
r s i
v
✓ A distinctive feature iof e
collocations is the unmotivated and
n of their constituents.
inexplicable combination
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Collocations - 2
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The systematic co-occurrence of words in language use (i.e. the co-
i M
d
occurrence of the two words has a higher frequency than normal) signals
i
u d
the presence of a collocation.
l i St
e g
à d
i t
e rs
ni v
U
Repeated usage is what determines what is “right” and what is “wrong”
t
g h
(i.e. what sounds
i natural and what does not).
y r
o p
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Collocations - 3
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A typical or habitual combination of lexemes is known as a ila
i M
collocation (Ballard 2013, ch. 3: 69). i d
u d
l i St
eg
d
e.g. to take a trip, to go on a journey, to go places, to make an
à
i t
excursion, to take photos (NO: to do photos), bespoke service,
ers
frequent flyer, peak season, Premium Economy Class etc.
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Collocations in Tourism Discourse
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As seen before, adjective-noun collocations are especially frequent i la in
tourism discourse and, consequently in brochures. di
M
d i
e.g. verdant forests, pristine beaches, extraordinary
S t u view, tropical
paradise, perfect holiday g l i
d e
i t à
They are instrumental in v e
the
r s
“euphoria technique″ (Cappelli 2007:
n i
U to creating and circulating stereotypical
63)* but often contribute
t
representationsi g h
of destinations.
y r
o
* use of p
hyperbolic language
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Syntax in Catalogues and Brochures

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Nominal phrases, with pre-modifiers such as beautiful, icharming, la
i M
different, exotic, remote, unspoilt, new… i d
t u d
Destinations offer both novelty and comfort. S
g l i
Pre-modifiers may be formed with nominalization,
e so that there are
d
à of a nominal group is pre-modified
frequent cases in which the head
s i t
e r
n i v
by a noun with an adjectival role, as is the case of words like tour
U
operator, charter tflight, air ticket, package holiday, baggage
i g h
r
allowance,yetc. In some cases, these nominal pre-modifiers tend to
o p
mergeC with their headword and a new noun is created, as in
timetable, or airline (Maci 2020: 126).
Verbal Phrases

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la i
The most widely exploited forms of the verb phrasei are M those
i d
expressed either with the present simple or u
t d
the imperative.
Compound tenses are used rather infrequently l i S in brochures and
e g
catalogues.The simple present is à d
used to describe the tourist
s i t
e r
destination as having unchanging features – the simple present tense
n i v
allows the semanticUrealization of an action which is not temporally
h t
r i g carries a concept that is permanently valid and
limited but rather
p y
alwaysotrue (Maci 2020: 127).
C
Verbal and Lexical Markers for Modal Nuances

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Textual Organisation

n o
i la
Simple textual structure, in which coordination is preferred to subordination
i M
Usually, both secondary and relative clauses are avoided ind favour of simpler
d i
constructions realized by lexemes obtained by means
S t uof:
l i
‒ affixation with affixes endowed with a cleargsemantic value (air-conditioned room,
vs. a room which provides air conditioning); d e
i t à
r
‒ simplified passive relative clauses
e s (inflight meals, vs. meals which are served on
board during the flight); n i v
t U
‒ nouns specified by
i g h a complex expression (pre-bookable flowers vs. flowers that
r
y in advance).
can be ordered
o p
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The pre-modified expressions presented above obey the criteria of conciseness and
transparency (Maci 2020: 130).
Tourist Itineraries (Maci 2020: 131-136)

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In itineraries we do not have just descriptions of the tour i ladestinations
i M
and accommodation but also of the activities scheduled i d for the
u d
t is full of terms
various days. Therefore, the lexis of itineraries S
l i
g are transmitted through the
pointing to state and movement, which e
d
à remain, stay.
use of such verbs as drive, walk,
s i t
e r
Social experience of the n v
i tour.
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Syntax in Tourist Itineraries

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Tourist itineraries contain compact grammatical structures.
i la
M
i
Disjunctive grammar. Disjunctive grammar is a specific technique mainly used in
advertising and in notices. It includes noun groups and d
d
i clauses/fragments
minor
t u
(verb-less and non-finite clauses), as opposed to S fully elaborate discursive
g l i
grammar. The sentences therefore lack both
d e subject and a finite verb, or have no

predicator at all. i t à
e r s
n i
Morning drive to the port city vof Veracruz on the Gulf of Mexico / Arrival in

t
Ulaanbaatar, the capital Ucity of Mongolia. After lunch, city tour including a visit to
i g h
y r
the National History Museum.

o
Imperativep forms
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Textual Organisation in Tourist Itineraries

Short, clear messages, almost fragmented sentences which are not a n o

linked in a
i l
linear discursive flow, but instead make the text appear as quite telegraphic.
i M
i d
The text itself is organized in short paragraphs, each corresponding to the activities
planned for the various days or to the timetable for tone u dparticular day. Time is an
essential part of itineraries.
l i S
e g
Itineraries are scheduled in a very rigid way.
à d
s i t
e r
High frequency of such time prepositions as after and before, lexical items linked to
i
the different parts of the day,
n v like today, tonight, in the afternoon, etc., and precise
timing.
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References

n o
✓Ballard, Kim (2013). Frameworks of English: Introducing i laLanguage
Structures. London: Palgrave, ch. 3
i M
i d
u d
✓Cappelli, Gloria (2007). Sun, Sea, Sex and the Unspoilt Countryside: How
t Pari: Pari Publishing
(2 edition).
nd l S
the English Language Makes Tourists out of Readers.
i
e g
à d
✓ Firth, John R. (1957). “Modes oftMeaning”, in Papers in Linguistics 1934-
1951. London: Oxford Universityr s i
Press.
v e
i English Tourism Discourse: Insights into the
n
✓Maci, Stefania Maria (2020).
U and Digital Language of Tourism. Milano: Hoepli.
t
Promotional, Professional
h
r i g
p y
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