This chapter shows the results of a comparative study of cruise advertising campaigns that have been broadcast on Italian television recently. Starting from the theoretical standpoint adopted in the study, which considers the cruise ship as the destination in itself, the chapter identifies the specific image components of the cruise ship holiday promoted on TV by the four main cruise lines operating in the Italian market. The content analysis performed on over 33 TV commercials made it possible to compare the different topics and image components characterizing the promotional strategies adopted by each cruise company, as well as to derive the 'ideal' cruise ship holiday offered to prospective Italian cruisers.

"The Image of Cruise Ship Holidays on Italian Television: A Comparative Analysis"

POLIZZI, GABRIELLA;
2017

Abstract

This chapter shows the results of a comparative study of cruise advertising campaigns that have been broadcast on Italian television recently. Starting from the theoretical standpoint adopted in the study, which considers the cruise ship as the destination in itself, the chapter identifies the specific image components of the cruise ship holiday promoted on TV by the four main cruise lines operating in the Italian market. The content analysis performed on over 33 TV commercials made it possible to compare the different topics and image components characterizing the promotional strategies adopted by each cruise company, as well as to derive the 'ideal' cruise ship holiday offered to prospective Italian cruisers.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11387/123794
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