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Estudios y perspectivas en turismo

On-line version ISSN 1851-1732


MENEZES MELLO, Cynthia  and  PANOSSO NETTO, Alexandre. 'Air France, France is in The Air': A Look at Tourism Semiotics in Expression of Brand Hospitality. Estud. perspect. tur. [online]. 2020, vol.29, n.2, pp.426-449. ISSN 1851-1732.

With more than 50 million views, the audiovisual publicity "Air France, France Is In The Air" (2015) was part of the company's global campaign in various media (TV channels, social media, etc.) and is considered until now most popular brand created by a travel-related brand. The advertising sector attributes the success of the commercial to the fact that it is a different proposition from what is usually presented in similar genres, such as showing aircraft taking off and / or landing and smiling stewardesses. Likewise, it has a visual and sound aesthetic very different from what is usually built in advertising films in the tourism sector. In a little over 40 seconds, symbols of French culture are visualized through stylized figures of fashion, gastronomy, dance and romance that are materialized in several scenes in the cabin of an Air France aircraft. In it, a passenger begins a journey of travel in the world of French dreams. The purpose of this article is to investigate and discuss the effects of Air France brand senses from the semiotic method and the interfaces with the tourism semiotics proposed by Mello (2016) regarding the effects of sense potentially generated for the enunciate-consumers of the brand, mainly of hospitality, in addition to understanding the strategies used by the enunciator to make it a benchmark for success. It is possible to show after the analysis that the signs of hospitality are expressed in the various manifestations of the brand in the video as in the narratives, in the song and in the slogan, through emblematic colors, presence of symbols of recognition or not and the tourist language that contributed for the differential and the success of the video.

Keywords : brand; meaning effects; hospitality; semiotics of tourism; audio-visual..

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