The analysis proposed in this paper is based, on one hand, on a recent anthropological fieldwork in a cruise “Costa Crociere” in the Mediterranean Sea. On cruises people use a determined space, the ship, in different ways. This use also reflects a particular conception of the body, built through an interaction of different systems of representation. So, the ship becomes a space for social aggregation or separation. On the other hand, we consider different textual advertisements of the Costa web site where the company presents specific services for the body to future passengers. We analyze them using a joint approach, both semiotics and linguistics. Through texts and pictures Costa Crociere creates a “synthesis” of the wellness spaces and prefigures the behaviour of the passengers on the cruise. More particularly, in order to analyze advertisement, a cognitive linguistics approach is suitable to show the authors’ linguistic choices and the paratextual elements used to promote the cruise.
L’articolo è basato su una recente ricerca sul campo in una crociera "Costa Crociere" nel Mar Mediterraneo. Nelle crociere le persone usano uno spazio determinato, la nave, in diversi modi. Quest’uso riflette anche una particolare concezione del corpo, costruita attraverso un'interazione di diversi sistemi di rappresentazione. La nave diventa, quindi, uno spazio per l'aggregazione o la separazione sociale. Inoltre, l’articolo vuole esaminare diverse pubblicità testuali tratte dal sito web Costa in cui l’azienda presenta servizi specifici per il corpo ai futuri passeggeri. L’analisi mostrerà un approccio semiotico e linguistico. Attraverso testi e immagini Costa Crociere crea una "sintesi" degli spazi benessere e prefigura il comportamento dei passeggeri in crociera. Più in particolare, al fine di analizzare la pubblicità, un approccio linguistico cognitivo sembra adatto a mostrare le scelte linguistiche degli autori e gli elementi paratestuali utilizzati per promuovere la crociera.
Wellness Centres on Costa Crociere Cruises : Body, Space and Representation from an Anthropological and Linguistic Perspective
Albano M
Writing – Original Draft Preparation
;
2016-01-01
Abstract
The analysis proposed in this paper is based, on one hand, on a recent anthropological fieldwork in a cruise “Costa Crociere” in the Mediterranean Sea. On cruises people use a determined space, the ship, in different ways. This use also reflects a particular conception of the body, built through an interaction of different systems of representation. So, the ship becomes a space for social aggregation or separation. On the other hand, we consider different textual advertisements of the Costa web site where the company presents specific services for the body to future passengers. We analyze them using a joint approach, both semiotics and linguistics. Through texts and pictures Costa Crociere creates a “synthesis” of the wellness spaces and prefigures the behaviour of the passengers on the cruise. More particularly, in order to analyze advertisement, a cognitive linguistics approach is suitable to show the authors’ linguistic choices and the paratextual elements used to promote the cruise.
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