This article proposes a theorization of audiovisual media promotion as a distinct media field. Despite their omnipresence, very few scholars have examined the aesthetic, thematic and institutional characteristics of tourism films, commercials and promotional videos. The field of tourism audiovisual promotion poses a significant conceptual challenge as it consists of a vast array of diverse media texts and aesthetic forms. Such vast aesthetic differences, along with the different promotional potential associated with each of these forms, complicate any straightforward definition of this media field. This article will use the analysis of a recent case study – the Dundee campaign launched by Tourism Australia in 2018 – to develop a theorization of audiovisual tourism promotion. In particular, it will argue that the meaning and function of tourism audiovisual promotional texts are determined by a ‘discursive framework’ which, in turn, is informed by converging textual and contextual factors.

中文翻译：

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'这不是电影。。。这是澳大利亚的旅游广告”：邓迪（Dundee）运动和视听旅游推广的符号学

本文提出了视听媒体推广作为一个独特的媒体领域的理论。尽管它们无所不在，但很少有学者研究旅游电影，商业广告和促销视频的美学，主题和机构特征。旅游视听推广领域面临着巨大的概念挑战，因为它包含了各种各样的媒体文本和美学形式。如此巨大的美学差异，以及与每种形式相关的不同促销潜力，使该媒体领域的任何简单定义变得复杂。本文将使用最近的案例研究（澳大利亚旅游局于2018年发起的Dundee活动）的分析，来发展视听旅游促销的理论。特别是，