Persuasive Linguistic Features Used in the Consequence of Setting in ourism Brochures Produced by a Tourism Organization in Thailand

Abstract

Abstract This study was conducted to investigate what linguistic features were used in English tourism brochures published by a tourism organization in Thailand.  Linguistic features were analyzed using Leech (1966) and Yui Ling Ip (2008).  The linguistic features analyzed were: (a) imperative,(b) modal verb, (c) quality adjective, (d) descriptive word, (e) noun phrase, (f) pronoun, and (g) verb.  The linguistic features were analyzed in the consequence of setting by Hassan, Habil, and Nasir (2008). The characteristic of the consequence of setting is divided into sections including (a) enticement, (b) descriptive place, (c) highlight shopping, (d) extra activity and entertainment, and (e) transportation.  Findings from the analysis of linguistic features revealed that each section uses different linguistic features depending on the intention of the tourism brochure. The following linguistic features found in tourism brochure. Firstly, in the section of enticement, it was revealed that noun phrases with pre modifier were most frequently used to provide positive details and to evoke emotion in limited space.  Also, pronouns were found to replace the repetition of attractions in order to avoid long sentences.  Secondly, the findings in the section of descriptive places showed that a noun phrase with a post modifier is used the most to provide information in the body of each section in tourism brochures.  It can be observed that using persuasive language, such as quality adjectives and a choice of descriptive words were used to attract the attraction of tourists whereas various verbs were used to show the offerings available from tourist attraction.  Thirdly, in the section of shopping highlights, noun phrases translated from proper nouns referring to the name of a product or a shopping area are used most frequently. The choice of descriptive words is used to describe the characteristics of these local products and providing information such as telephone numbers that can be used to offer necessary information to tourists.  Forth, in the section of extra activities and entertainment, noun phrase translated from the proper noun are employed the most to represent the name of activities.  The quality adjectives and imperative words are used to grab the attraction of tourists.  Various verbs are found to describe the characteristic of activities and entertainment.  Lastly, in the section of transportation, the imperative is used the most in order to provide directions. Noun phrase with proper noun is used to employ the names of attractions, streets, and provinces.  Verbs are employed to describe the directions that usually accompany with the pronoun ‘you’.  It can be observed that there are few descriptive words in this section. Keywords : Genre, Linguistic features, the Consequence of Setting, Tourism brochure,