This master thesis deals with culinary advertising campaigns by official tourist boards in the German states Saxony, Baden-Württemberg and North Rhine-Westphalia. The aim was to determine the main topics on the basis of a multimodal analysis of key words and their nonverbal realisations. The starting point of the analysis represents the analysis of key words on the culinary webpages of the affore mentioned official tourist boards and in six print advertisements. This is followed by a multimodal analysis of the main topics, i.e. their appearance in pictures, videos, typography etc. For all three official tourist boards these are Tradition & Regionality and Pleasure & Taste. However, there are differences in how often other aspects like Gourmet Cuisine or Sustainability are being communicated across the campaigns.
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