Visual semiotics as a neuromarketing strategy in digital texts for tourism promotion, and its importance for translation activity

Abstract

The translator of texts from the tourist sector must bear in mind the heterogeneity and interdisciplinary nature of the language of tourism (Calvi, 2006), which requires action beyond the purely linguistic. In order to create some kind of motivation which drives the consumer-tourist to act in a certain way, it is necessary to pre-process the perceived information from verbal and non-verbal stimuli (Alonso Rivas & Grande Esteban, 2013). This paper aims to discuss the cognitive processes behind a decision when applying neuromarketing strategies to tourism texts, and how these come about through two visual semiotic resources: image and colour. In essence, it is a conceptual and interpretative overlap that should be taken into consideration when translating this type of text.