The ideology of class and tourism confronting the discourse of advertising

Starting from Baudrillard's analysis of the ideological character inherent in all consumption, touristic consumption, for many reasons ,has a special place in this social semantic. Here, advertising plays an important if not essential role because tourism is a product consumed outside of normal time and daily social space. Therefore the social semantic asserts itselfless through the product itself than through its representation: the discourse of advertising. But advertising discourse is plural, each form having its own ideology, competing with others. Behind the commercial competition lies a competition of social classes, but with a new typology, no longer based on the capital/favor relationship. Four ideological models are analyzed and illustrated with their advertising messages: the traditional model, the clerical/executive model, the youth model, and the “intellectual class” model.