Résumé:
The power of language in advertising posters of the tourism industry plays a crucial role in
shaping the branding and identity of Dubai destination. This study works on the Multimodal
Discourse Analysis of language and visual modes use in online travel posters in Dubai’s tourism sector, so the use of language dynamic and visual representations in online travel posters must be taken into consideration. This research aims to examine the language and visual modes use in these posters that persuades and attracts viewers to discover Dubai and explores the linguistic and visual modes that are used to influence the audience’s attention and attractions. This research is conducted qualitatively with data of eight posters selected from different social media platforms related to Dubai’s tourism sector. Then, the data is analyzed by applying the Multimodal discourse analysis. The results of the analysis reveal that online travel posters in Dubai city uses the persuasive and descriptive techniques of dynamic and powerful language, characterized by persuasive slogans with words choice such as “allure”, “explore” and phrases like “ discover the allure of Dubai” and visual appeal as using the vibrant imagery of Dubai’s iconic landmarks that effectively succeed in attracting and convincing the viewer to explore Dubai destination. To conclude, the research underscores the significance of linguistic and visual elements in capturing the audience’s interest and emphasizes the role of the language in online travel posters which serves as powerful and persuasive communication tools in marketing Dubai tourism.
