Визуалният наратив в рекламата на хотелиерството
The Visual Narrative in Hospitality Advertising

Summary/Abstract: Visual narrative in hospitality advertising plays a crucial role in attracting attention. By using selected images and constructing their scenicity, videos do not simply present services or amenities, but create an emotional connection with the audience. In the competitive hospitality industry, where differentiation from competitors is a key element, visual narrative allows hotels to offer experiences, atmospheres, and values in a way that words cannot. Effective visual narratives are therefore of interest to theorists and practitioners in the fields of marketing and advertising, and beyond. This short research notice presents the results of a tehoretical and practical study on the effectiveness of visual metaphors in advertising and proposes a new interpretation of visual narrative

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