The image of Andalusia in tourism.

Abstract

It has been a constant among the Spanish Autonomous Communities to create autonomous organizations specialized in the promotion of tourism. In the case of Andalusia, this effort has been developed by Turismo Andaluz, SA, through the marketing of the brand Andalusia in various segments - from sun and beach to sports - through various campaigns that have raised this company among the top of the ranking of advertisers tu- rísticos, as witnessed by Javier Hernandez in The image of Andalusia in tourism. The work forms part of a collection published by the Andalusian Studies Centre Foundation in which the object of the surveys is a particular object, the image of Andalusia in various media (advertising, cinema, television, art). By taking part in this project, Hernádez is forced to expand his repertoire of techniques and his methodological baggage and to use them as the only object, not the social and cognitive life which emerges from the relationships between subjects, but the discourses produced by agencies with explicit intentions, although they may be based on ideological resources which are implicit and must be discovered. The unveiling of one and the other, everything that forms the advertising discourse on the Andalusian brand, is the subject of this work. If he manages to fulfil his task it is, to a large extent, because Hernán-

dez has stopped to reconstruct the particular history of this discourse in the last seven decades, since his effort does not start from the constitution of Turismo Andaluz, in recent epoch (1992), but goes back to the inauguration of the tourist promotion, through the institutional publicity, from the work of the Patronato Nacional de Turismo (1928). Thus, the fundamental object of the work is to analyse the discourse that permeates the car- teleria (poster and advertisement formats) of the institutional campaigns of the public administrations on Andalusia, from 1928 to the present day. Complementarily, the most recent audiovisual advertising, accessible through television, has also been analysed.