Advertising and semiotics

1. LOGO
Language, semiotics in
Thai Airways advertising
Sushama Kasbekar
sushamakasbekar75@gmail.com
Intangible tourism products: Airline service

2. Advertising and tourism
 Tourism, Advertising Language
 Advertisements are persuasive using
“key words”
 Advertisements appeal to Visual
Senses.
 Images are a Crucial part of
Advertising
sushamakasbekar75@gmail.com

3. The Language of Advertising
 Language and Images are juxtaposed
 Tourism unlike other products is
intangible
 Studies on Impact of Advertising is
far reaching
 sushamakasbekar75@gmail.com

4. Slogans
 Brand Name
 Logo
 Brand Identity
 War between Pizza Hut and Papa
John’s Advertising
 Slogan of Thai Airways Advertising:
Smooth as Silk
sushamakasbekar75@gmail.com

5. Metaphors
 Processing of Messages: Too much or
too little cognitive processing effort
 Visual & Pictorial Metaphors
sushamakasbekar75@gmail.com

6. Semiotics
 Semiotics is Related to Culture
 Photographs and Images, words is
“Persuasive Discourse”
 Language, visual image and music are
part of culture.
 The significance of Gold

7. Thai Airways: Smooth as Silk
 The Features of Thai Airways
Advertising: “Wai”
 Attire
 “Smooth As Silk Between Shanghai
and Bangkok”
 “A Journey of Silk”

8. Respondents
Table: Frequency of Flying Thai Airways
by Respondents

9. “Smooth as Silk”

10. Conclusion
 Appealing
 “Smoothness”
 Tucker: “Colors can be used to
generate good feelings and increase
the persuasiveness of Advertising”
 Significant Recall
 Choice of Color Violet
 Orchid Flower