Appreciation and Visual Semiotic Evaluation in Bilingual Tourism Information Media

Abstract

In bilingual tourism information media, linguistic and visual information are deemed necessary. The purpose of the article is to analyze the syntagmatic and paradigmatic relationships between them. Departing from this point of argumentation, we aim to recognize the coherence of linguistic and visual features in bilingual tourism brochure. This research employs descriptive qualitative approach. Meanwhile, the bilingual brochure data is analyzed using five phases of data analysis. The finding shows that appreciation is rarely used to give positive evaluation to the tourism destination described in the bilingual brochure. Aggravating the finding, it is pitiful to see that the disharmony between linguistic and visual information data also appears frequently. We claim that the harmony between linguistic and visual aspects in the brochure cannot be neglected since it carries the function to convince brochure readers to the information shown in the bilingual brochure. Therefore, to create greater convincing effect, we recommend tourist brochure makers to integrate the harmony of linguistic information and visual portrayal.