A multimodal discourse analysis of select tourism video commercials of incredible India campaign

Abstract

The view of exotic ‘destinations’, historical monuments, locals/natives, etc., with suitably soothing background music is the hallmark of Tourism Video Commercials (TVCs). These TVCs serve to assist the prospective tourists in forming a ‘pre visit’ mental image of a destination, but are seldom researched. The present paper attempts a multimodal discourse analysis of two TVCs of “Incredible India” campaign launched in 2004 and 2013, integrating various tools from Destination Image Research Framework, Video Content Analysis and Film Analysis methodology. The repositioning of brand India is aimed by changing the ‘Overt Induced’ destination image, which is achieved with different film making and editing techniques. But there are some common elements too despite the focus shifting from the destination to the tourist. The shift also showcases India as a safe tourist destination for female tourists.