Phénomènes liés à la transformation : la sublimation de l’expérience dans la publicité touristique en français

Abstract

Adopting the tourism semiosphere as a context, our theoretical framework evokes certain complementary semiotic processes involved in the generation of meaning. This perspective, linked to the notion of the institution of meaning, allows us to understand the intertwining of discursive and non-discursive action as well as the dialectical component that feeds the genesis and evolution of tourism imaginaries. Considering that discourse is the vehicle of imaginaries, we address the construction of the tourist object, the focal point of otherness. We analyse the discursive indices relating to its fundamental vocation: the capacity to transform. With some examples, we study the discursive manifestations of transformation, its role in the construction of a sublimated tourist experience, which emphasizes the value of the object.