Practice Positive Connotation in Tourism Marketing
PRACTICE: Positive Connotation
Unit 11, pages 153-154
4.
page 153
, What would you say in these situations.
Discuss in a group and role play the situation.
•
a. A customer is looking at a winter sports brochure.
•
b. A young couple is come in and start arguing about where
to go.
•
c. A young family tell you how much they would like to
spend on a two-week holiday. The kind of holiday they
want is twice as expensive but they do not know this yet.
•
d.
Y
ou are speaking on the phone to an important regular
customer. Everyone else is busy. Suddenly someone comes
in and starts complaining very loudly about the holiday
they have just been on.
•
e. A customer asks you a detailed question about a
particular resort which you are unable to answer.
LANGUAGE FOCUS 1
Unit 11, page 153
Describing Features
1.
page 153
, In advertising and promotion it is important to use
appropriate adjectives to describe features and facilities, so that
they seem
attractive
. Here is a list of adjectives. Which nouns do
they go with? Think of your own or choose from the list of nouns
.
•
ADJECTIVES
•
lively
•
panoramic
•
peaceful
•
well-equipped
•
friendly
•
delicious
•
traditional
•
central
•
well-stocked
•
unspoilt
•
pretty
•
interesting
•
secluded
•
hearty
•
relaxing
•
breathtaking
•
historic
•
NOUNS
•
rooms
•
service
•
village
•
museum
•
disco
•
lunch
•
view
•
staff
•
facilities
•
location
•
mini-bar
•
holiday
•
cathedral
•
hotel
•
setting
•
restaurant
•
beach
•
scenery
Describing Features
2.
page 153
, Which of these phrases might appeal to
the following people?
•
a honeymoon couple
•
a company looking for a location for a conference
•
a retired couple
•
you
•
your partner
•
your teacher
Connotation
In advertising and promotion it is also important to present
everything in a positive way. However the same thing can be
described in different ways – either with a positive or a
negative connotation. For example, something which is
described as “luxury” might be interpreted from a negative
point of view as “expensive”.
•
In the language of marketing and promotion of
tourism products, the statements often range from
hyperbole
(e.g.
a breathtaking scenery
) to
understatement
(e.g.
good value for money
accommodation
)
Connotation
1.
page 153
, look at these adjectives, all of which have a
positive connotation. Can you think of another way of
describing things but from the negative point of view?
•
a
luxury
•
b popular
•
c
cosy
•
d
simple
•
e
relaxing
•
f
unspoilt
•
g
lively
•
h remote
Connotation
2.
page 153
, here are some words and phrases with
possible negative connotation. Match them to the
appropriate postive adjective from exercise 1.
•
i
small
•
i
i impossible to get to
•
i
ii expensive
•
i
v noisy
•
v
crowded
•
v
i no facilities
•
v
ii nothing to do
•
v
iii boring
HW, page 154,
Selling a Holiday
Fill in the chart about the place you know well. It is better not to be perfect. Include
both the positive and negative points.
T
hank you for your attention!
Explore the importance of using positive connotations in advertising and promotion within the tourism industry. Learn how to describe features and facilities attractively, appeal to different target audiences, and present products in a positive light. Dive into ways of conveying positivity and avoiding negativity in marketing language to enhance customer perceptions.
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Presentation Transcript
PRACTICE: Positive Connotation Unit 11, pages 153-154
4. page 153, What would you say in these situations. Discuss in a group and role play the situation. a. A customer is looking at a winter sports brochure. b. A young couple is come in and start arguing about where to go. c. A young family tell you how much they would like to spend on a two-week holiday. The kind of holiday they want is twice as expensive but they do not know this yet. d. You are speaking on the phone to an important regular customer. Everyone else is busy. Suddenly someone comes in and starts complaining very loudly about the holiday they have just been on. e. A customer asks you a detailed question about a particular resort which you are unable to answer.
Unit 11, page 153 LANGUAGE FOCUS 1
Describing Features 1. page 153, In advertising and promotion it is important to use appropriate adjectives to describe features and facilities, so that they seem attractive. Here is a list of adjectives. Which nouns do they go with? Think of your own or choose from the list of nouns. ADJECTIVES lively panoramic peaceful well-equipped friendly delicious traditional central well-stocked NOUNS rooms service village museum disco lunch view staff facilities unspoilt pretty interesting secluded hearty relaxing breathtaking historic location mini-bar holiday cathedral hotel setting restaurant beach scenery
Describing Features 2. page 153, Which of these phrases might appeal to the following people? a honeymoon couple a company looking for a location for a conference a retired couple you your partner your teacher
Connotation In advertising and promotion it is also important to present everything in a positive way. However the same thing can be described in different ways either with a positive or a negative connotation. For example, something which is described as luxury might be interpreted from a negative point of view as expensive . In the language of marketing and promotion of tourism products, the statements often range from hyperbole (e.g. a understatement (e.g. accommodation) breathtaking good scenery) for to value money
Connotation 1. page 153, look at these adjectives, all of which have a positive connotation. Can you think of another way of describing things but from the negative point of view? a luxury b popular c cosy d simple e relaxing f unspoilt g lively h remote
Connotation 2. page 153, here are some words and phrases with possible negative connotation. Match them to the appropriate postive adjective from exercise 1. i small ii impossible to get to iii expensive iv noisy v crowded vi no facilities vii nothing to do viii boring
HW, page 154, Selling a Holiday Fill in the chart about the place you know well. It is better not to be perfect. Include both the positive and negative points. NAME OF PLACE TYPE OF RESORT TRAVEL TIME (FROM WHERE YOU ARE NOW) CLIMATE FAMOUS SIGHTS PLACES TO VISIT FOOD/WINE TO TRY ACCOMMODATION EXCURSIONS ENTERTAINMENT AND NIGHT-LIFE POSSIBLE INCONVENIENCES LANGUAGES SPOKEN NEED FOR A VISA COST OF LIVING CULTURAL AND RELIGOUS DIFFERENCES OTHER DIFFICULTIES DISADVANTAGES/REASONS NOT TO VISIT
