The reflection of COVID-19 pandemic-induced emotions and values on tourism advertising : Analysis of the advertisement appeals, and persuasive techniques utilized in Iceland’s official tourism advertisement campaigns
This thesis investigates the influence of the COVID-19 pandemic on tourism advertising. The analysis is focused on case-studying Iceland due to the importance of tourism for the country’s economy and due to its successful tourism marketing campaigns. The thesis aims at analyzing the appeals and visu...
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Helsingin yliopisto
2021
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Online Access: | http://hdl.handle.net/10138/340376 |
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ftunivhelsihelda:oai:helda.helsinki.fi:10138/340376 2023-10-09T21:52:39+02:00 The reflection of COVID-19 pandemic-induced emotions and values on tourism advertising : Analysis of the advertisement appeals, and persuasive techniques utilized in Iceland’s official tourism advertisement campaigns Todorova, Mariyana Helsingin yliopisto, Humanistinen tiedekunta University of Helsinki, Faculty of Arts Helsingfors universitet, Humanistiska fakulteten 2021 application/pdf http://hdl.handle.net/10138/340376 eng eng Helsingin yliopisto University of Helsinki Helsingfors universitet URN:NBN:fi:hulib-202202161307 http://hdl.handle.net/10138/340376 advertising tourism COVID-19 pandemic advertisement appeals tourism behavior values Kulttuurienvälisen vuorovaikutuksen maisteriohjelma Master's Programme in Intercultural Encounters Magisterprogrammet i interkulturell växelverkan Humanistinen opintosuunta Humanities Track Humanistiska studieinriktningen pro gradu -tutkielmat master's thesis pro gradu-avhandlingar 2021 ftunivhelsihelda 2023-09-13T23:01:08Z This thesis investigates the influence of the COVID-19 pandemic on tourism advertising. The analysis is focused on case-studying Iceland due to the importance of tourism for the country’s economy and due to its successful tourism marketing campaigns. The thesis aims at analyzing the appeals and visual rhetoric techniques utilized by Iceland during the COVID-19 pandemic and further comparing them the ones from 2019. The comparison to pre-COVID-19 advertising, demonstrates what is the influence of the COVID-19 pandemic on Iceland’s tourism advertising. What is more the study examines whether the pandemic shapes new values and desired tourism behavior and thus fills a research gap defined by Zenker and Kock (2020). The data consists of 7 official tourism advertisements of Iceland from 2019, 2020, 2021, published on their official YouTube channel, and the website: The joyscroll. The data is presented in the form of screenshots in the appendixes of this thesis. The data is analyzed via mixed methods, incorporating qualitative content analysis (QCA) of the appeals in combination with critical visual analysis (CVA). The CVA is further focused on the three dimensions of landscape, people, and heritage. The analysis shows that there is an evident change in both the preferred advertising appeals and in the visual rhetoric techniques utilized during the COVID-19 pandemic. What is more the analysis highlights the importance of emotional appeals and humor and the formation of a new value to Icelandic tourism – mental health. Master Thesis Iceland Helsingfors Universitet: HELDA – Helsingin yliopiston digitaalinen arkisto |
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Helsingfors Universitet: HELDA – Helsingin yliopiston digitaalinen arkisto |
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language |
English |
topic |
advertising tourism COVID-19 pandemic advertisement appeals tourism behavior values Kulttuurienvälisen vuorovaikutuksen maisteriohjelma Master's Programme in Intercultural Encounters Magisterprogrammet i interkulturell växelverkan Humanistinen opintosuunta Humanities Track Humanistiska studieinriktningen |
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advertising tourism COVID-19 pandemic advertisement appeals tourism behavior values Kulttuurienvälisen vuorovaikutuksen maisteriohjelma Master's Programme in Intercultural Encounters Magisterprogrammet i interkulturell växelverkan Humanistinen opintosuunta Humanities Track Humanistiska studieinriktningen Todorova, Mariyana The reflection of COVID-19 pandemic-induced emotions and values on tourism advertising : Analysis of the advertisement appeals, and persuasive techniques utilized in Iceland’s official tourism advertisement campaigns |
topic_facet |
advertising tourism COVID-19 pandemic advertisement appeals tourism behavior values Kulttuurienvälisen vuorovaikutuksen maisteriohjelma Master's Programme in Intercultural Encounters Magisterprogrammet i interkulturell växelverkan Humanistinen opintosuunta Humanities Track Humanistiska studieinriktningen |
description |
This thesis investigates the influence of the COVID-19 pandemic on tourism advertising. The analysis is focused on case-studying Iceland due to the importance of tourism for the country’s economy and due to its successful tourism marketing campaigns. The thesis aims at analyzing the appeals and visual rhetoric techniques utilized by Iceland during the COVID-19 pandemic and further comparing them the ones from 2019. The comparison to pre-COVID-19 advertising, demonstrates what is the influence of the COVID-19 pandemic on Iceland’s tourism advertising. What is more the study examines whether the pandemic shapes new values and desired tourism behavior and thus fills a research gap defined by Zenker and Kock (2020). The data consists of 7 official tourism advertisements of Iceland from 2019, 2020, 2021, published on their official YouTube channel, and the website: The joyscroll. The data is presented in the form of screenshots in the appendixes of this thesis. The data is analyzed via mixed methods, incorporating qualitative content analysis (QCA) of the appeals in combination with critical visual analysis (CVA). The CVA is further focused on the three dimensions of landscape, people, and heritage. The analysis shows that there is an evident change in both the preferred advertising appeals and in the visual rhetoric techniques utilized during the COVID-19 pandemic. What is more the analysis highlights the importance of emotional appeals and humor and the formation of a new value to Icelandic tourism – mental health. |
author2 |
Helsingin yliopisto, Humanistinen tiedekunta University of Helsinki, Faculty of Arts Helsingfors universitet, Humanistiska fakulteten |
format |
Master Thesis |
author |
Todorova, Mariyana |
author_facet |
Todorova, Mariyana |
author_sort |
Todorova, Mariyana |
title |
The reflection of COVID-19 pandemic-induced emotions and values on tourism advertising : Analysis of the advertisement appeals, and persuasive techniques utilized in Iceland’s official tourism advertisement campaigns |
title_short |
The reflection of COVID-19 pandemic-induced emotions and values on tourism advertising : Analysis of the advertisement appeals, and persuasive techniques utilized in Iceland’s official tourism advertisement campaigns |
title_full |
The reflection of COVID-19 pandemic-induced emotions and values on tourism advertising : Analysis of the advertisement appeals, and persuasive techniques utilized in Iceland’s official tourism advertisement campaigns |
title_fullStr |
The reflection of COVID-19 pandemic-induced emotions and values on tourism advertising : Analysis of the advertisement appeals, and persuasive techniques utilized in Iceland’s official tourism advertisement campaigns |
title_full_unstemmed |
The reflection of COVID-19 pandemic-induced emotions and values on tourism advertising : Analysis of the advertisement appeals, and persuasive techniques utilized in Iceland’s official tourism advertisement campaigns |
title_sort |
reflection of covid-19 pandemic-induced emotions and values on tourism advertising : analysis of the advertisement appeals, and persuasive techniques utilized in iceland’s official tourism advertisement campaigns |
publisher |
Helsingin yliopisto |
publishDate |
2021 |
url |
http://hdl.handle.net/10138/340376 |
genre |
Iceland |
genre_facet |
Iceland |
op_relation |
URN:NBN:fi:hulib-202202161307 http://hdl.handle.net/10138/340376 |
_version_ |
1779315811783016448 |