Techniques of Speech Manipulation in Tourism Advertising Texts

Abstract. In the fiercely competitive advertising world, particularly in the tourism industry, persuasive manipulation techniques are being increasingly used to engage consumers and influence their decisions. This paper examines various linguistic strategies employed in advertising texts, highlighting their role in shaping perceptions and creating a favourable impression. Essential techniques encompass euphemization, which involves substituting negative terms with neutral alternatives to foster a positive perception among consumers; the substitution of concepts, which connects familiar positive or negative ideas with products or services to elicit targeted emotional responses; and veiled comparisons, where advertisers skillfully position their offerings in a favorable light against competing objects or experiences. The text also explores the concept of rethinking, where well-known facts are recontextualised to construct a favourable narrative, alongside implanted evaluations that ascribe appealing qualities to products or services without scrutiny. The article delves into the art of speech linking, a subtle technique that fosters agreement by incorporating temporal phrases. It also explores implicatures, where underlying messages imply affordability and enjoyment without being directly stated. Additionally, rhetorical questions further engage potential clients. Employing these strategies, advertisers formulate messages that capture prospective clients' attention and foster a sense of independent decision-making, ultimately enhancing their appeal and the effectiveness of their campaigns. Overall, the analysis reveals how these manipulative strategies shape consumer perceptions and choices in the context of tourism advertising.