Linguistic Constructions as Cognitive Representations in the Metaphors of Tourism Advertorials: A Case Study on Indonesian Tourism Promotion

ABSTRACT: Metaphors are often found in the tourism advertorials since they play a crucial role in the efforts to attract tourists. These kinds of discourse are often influenced by some aspects of place and product branding which among other things are built up through the linkage between the characteristics of the tourist destinations on the one hand, and the metaphors, including various linguistic constructions as the cognitive representations on the other hand. In line with such a thought, the objectives of this study, which is based on the qualitative method, are first to explain the linguistic constructions as cognitive representations in the metaphors of tourism advertorials, second to investigate the existing forms of the destination-image linkage found in the metaphors employed in those advertorials, third to reveal the exoticness of the destination as expressed by the metaphors.
KEYWORDS: linguistic construction, cognitive representation, metaphor, advertorial