ABSTRACT
This chapter explores how marketing is intertwined with ideology and semiotics. It utilizes a video advertisement by the Danish tourism organization VisitDenmark. The chapter highlights why a theoretical approach that considers ideology and semiotics as performative matters in a very "real-world" way. It explores the notion of the tourist on-site and the ways in which interpretative materials frame it. The chapter explains tourism promotion and on-site brochures to problematize tourism marketing and site/experience interaction. The Danish tourism video described here features ideographs prominently, importantly calling attention to ideological modes of cultural reproduction. These cultural slogans, however, are sold in tourism marketing. Tourism marketing is thus able to make ideographs more explicit than they might be in non-tourism situations. Domestic tourists and international tourists understand tourism sites with reference to substantially different caches of collateral information in part because each is interpellated as citizen/subjects into their society.
