DISCOURSE OF BUILDING THE IMAGE OF BALI IN THE TOURISM JAPANESE LANGUAGE ADVERTISEMENT

  • Dian Pramita Sugiarti Japanese Study Program College of Foreign Language ( STIBA) Saraswati Denpasar
  • Ni Wayan Meidariani Japanese Study Program College of Foreign Language ( STIBA) Saraswati Denpasar
Keywords: discourse, tourism advertisment, Japanese language

Abstract

Tourism actors see that Bali cultural tourism could  potentially be more developing. The way to introduce tourism in Bali is through the use of advertisment. Tourism advertising are found in brochures, fliers, hotel magazines, spas and travel agencies. Tourism actors makes advertised to promote their goods and services in order to attract tourists. The language used in the advertising is very interesting because have a discourse capable of improving the image of the Balinese culture. This study discusses about the trace on the discourse of build the image of Bali. There are three reasons for this analysis. First, the discourse is interesting because one of the ads in magazine for enabling the promotion of the Balinese image. Second, the advertisments in Bali tourism magazine are able to develop tourism in Bali. The last reason, advertisments in magazine and travel agent can build the image of Bali as cultural tourism icon.This study was designed qualitatively by analysis of discourse to built image of Bali in Japanese tourism advertising. This research uses some theories. They are metaphor and sociology of literature. There are used to analyze the relationship between advertisment and Balinese culture to improve the image of the Balinese culture. Primary data source is used for this study. There are Bali HIS Tour and Travel tourism magazinese Japanese language brochures. The vocabularies in the magazines and Japanese brochures tourism help people to get closer to the culture of Bali. This study describes the forms of discourse to build image of Bali such as Bali cultural tourism discourse. Beside that local cultures of discourse context, cultural values, and the local culture values are analyzed.. the meaning of discourse to build  image of Bali  is implemented as an imaging that can  help the popularity of the local culture.

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