On Wednesday, 29 April 2026, Sabrina Francesconi from the University of Trento will give a guest lecture on the topic “Multimodal storytelling in the ‘Incredible India’ tourism campaign”. In her lecture, Ms Francesconi will discuss the use of storytelling as an advertising strategy within the “Incredible India” campaign, which was launched by the Indian government in 2002 to promote international tourism. Particular attention will be paid to the use of multimodal semiotic devices in audio and video material, such as voice-overs or lighting, to trigger and develop the narrative.
The lecture is part of the course “PS Linguistic Aspects: Communicating the Territory – Language, Image and Culture in Tourism Promotion”, led by Dr Monika Messner. All interested parties are warmly invited to attend the guest lecture!