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Title Persuasive Strategies in Pakistani Travel Guide Discourse: A Corpus Based Multimodal Analysis

Author(s) NUZHAT NAWAZ

Abstract Title: Persuasive Strategies in Pakistani Travel Guide Discourse: A Corpus Based Multimodal Analysis Travel guides are the authentic source of promoting tourism in and across a country. These are the pre tour documents that may guide and convince a reader/tourist to visit any place for traveling and adventure. Travel guides either in soft or hard form not only provide the cultural, historical and traditional accounts but also provide suggestions and tips to choose the best place for visit. Using the mixed method approach the study evaluates the use of descriptive adjectives in the text and also explores impact of these adjectives on the intended receivers. Moreover, the study also investigates the frequency of overused and underused adjectives in the travel discourse. In addition, the study also explores how linguistic and non-linguistic strategies are deployed in the travel guides. The data for this purpose was collected through six top-browsed travel websites of Pakistan. Quantitatively, the data has been analyzed by using the theoretical framework of Biber et al (1999) whereas, qualitatively the data has been analyzed using the multimodal framework of Kress and Leeuwan (2006). The findings of quantitative data show that under and over used descriptive adjectives vary in different contexts. However, some overused descriptive adjectives include ‘beautiful’, ‘green’, ‘attractive’ and ‘old’. The findings of qualitative data reveal that multimodal techniques are aptly deployed in the travel websites which not only contain sensuousness but also express the positive depiction of the travel sites. Resultantly, it not only emanates the emotional effect but also increases the persuasive force of the travel guide text. The study concludes that Pakistani travel discourse makes use of both verbal and non-verbal strategies to achieve persuasiveness and is simple in its diction, style and layout. In addition to this the study also provides implications for the website content writers and designers in terms of spellings and structure of text and about the style and layout of the images and webpages.

Type Thesis/Dissertation

Faculty Languages

Department English

Language English

Publication Date 2023-06-21

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