Code Glosses in Tourism Discourse: A Contrastive Analysis of Croatian Tourist Brochures, English Originals, and Their Translations
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Published:
Dec 31, 2025
Keywords:
Code Glosses, Metadiscourse, Tourist Brochures, Translation Strategies, Cross-Cultural Communication, English as a Lingua Franca (ELF), Persuasiveness in Tourism Discourse
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Abstract
Previous linguistic studies have extensively highlighted the critical role of metadiscourse, the language used by writers to guide readers through a text, in various academic and professional genres (Dafouz-Milne, 2008; Fuertes-Olivera et al., 2001; Mauranen, 1993a). Despite this established importance, metadiscoursal features, particularly in the highly persuasive and informative genre of tourist discourse, have received comparatively limited scholarly attention. This study addresses this gap in the literature by systematically examining the use of a specific interactive metadiscoursal feature: code glosses, within tourist brochures. Code glosses are linguistic devices employed to clarify, explain, or exemplify information presented in a text. As tourist brochures are designed to inform and persuade readers, often of diverse linguistic and cultural backgrounds, code glosses are expected to play an important role in enhancing clarity and accessibility. The research tests two hypotheses: (1) there are considerable differences between Croatian and English tourist texts in the use of code glosses; and (2) in Croatian–English translations, code glosses differ in quantity and type from those found in original English texts. The analytical foundation of this research is a self-compiled corpus of tourist brochures, meticulously structured into three distinct subcorpora: original Croatian texts, original English texts, and English translations of Croatian brochures. To identify, classify, and interpret the communicative functions of the code glosses, the study employed a robust combination of quantitative and qualitative methods. The findings reveal several notable differences across the subcorpora, confirming the study's primary predictions. Specifically, the analysis demonstrates that original Croatian brochures employ a significantly higher number of code glosses compared to their original English counterparts. English translations of Croatian brochures largely reflect source-text conventions, showing limited adaptation to English discourse norms. This transfer of metadiscoursal patterns may reduce the effectiveness of translated brochures for international audiences. The study confirms both hypotheses and highlights the need for greater awareness of metadiscourse in translating and producing tourist texts to ensure clarity, accessibility, and persuasive impact across languages and cultures.
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Peršurić Antonić, M. (2025). Code Glosses in Tourism Discourse: A Contrastive Analysis of Croatian Tourist Brochures, English Originals, and Their Translations . Traduction Et Langues, 24(02), 274-301. Retrieved from https://revue.univ-oran2.dz/revuetranslang/index.php/translang/article/view/1064
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References
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Hoorickx-Raucq, I. (2005). Mediating the scientific text. A cultural approach to the discourse of science in some English and French publications and TV documentaries. The Journal of Specialised Translation, 03, 97–108. DOI:10.26034/cm.jostrans.2005.797
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Hyland, K. (2010). Metadiscourse: Mapping interactions in academic writing. Nordic Journal of English Studies, 9(2), 125–143. https://doi.org/10.35360/njes.220
Hyland, K., & Tse, P. (2004). Metadiscourse in academic writing. Applied Linguistics, 25(2), 156–177. https://doi.org/10.1093/applin/25.2.156
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Ilie, C. (2002). Discourse and metadiscourse in parliamentary debates. Journal of Language and Politics, 2(1), 71–92. https://doi.org/10.1075/jlp.2.1.05ili
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Beauvais, P. (1989). A speech act theory of metadiscourse. Written Communication, 6(1), 11–30. https://doi.org/10.1177/0741088389006001002
Bujas, Ž. (2001). Veliki englesko-hrvatski rječnik. Nakladni zavod Globus.
Bunton, D. (1999). The use of higher-level metatext in PhD theses. English for Specific Purposes, 18(SUPPL. 1). https://doi.org/10.1016/S0889-4906(98)00022-2
Cappelli, G. (2007). The translation of tourism-related websites and localization: problems and perspectives. Voices on Translation: RILA Rassegna Italiana Di Linguistica Applicata, 97–115.
Čmejrkova, S. (2007). The representation of the author in Czech and Slovak scientific texts. Jezik in Slovstvo, II(3–4), 95–105. https://doi.org/10.4312/jis.52.3-4.95-105
Cómitre Narváez, I., & Valverde Zambrana, J. M. (2014). How to translate culture-specific items: A case study of tourist promotion campaign by Turespaña. Journal of Specialised Translation, 21, 71–112.
Crismore, A. (1989). Rhetorical form, selection, and use of textbooks (Technical Report No. 454). Indiana University- Purdue University at Fort Wayne.
Crismore, A., Markkanen, R., & Steffensen, M. S. (1993). Metadiscourse in persuasive writing: A study of texts written by American and Finnish university students. In Written Communication (Vol. 10, Issue 1), 39-71. https://doi.org/10.1177/0741088393010001002
Crompton, P. (1997). Hedging in academic writing: Some theoretical problems. English for Specific Purposes, 16(4), 271–287. https://doi.org/10.1016/S0889-4906(97)00007-0
Dafouz-Milne, E. (2008). The pragmatic role of textual and interpersonal metadiscourse markers in the construction and attainment of persuasion: A cross-linguistic study of newspaper discourse. Journal of Pragmatics, 40(1), 95–113. https://doi.org/10.1016/j.pragma.2007.10.003
Dafouz Milne, E. (2003). Metadiscourse revisited: a contrastive study of persuasive writing in professional discourse. Estudios Ingleses de La Universidad Complutense, 11, 29–52.
Drvodelić, M. (1996). Hrvatsko-engleski rječnik. Školska knjiga.
Durán Muñoz, I. (2011). Tourist translations as a mediation tool: misunderstandings and difficulties. Cadernos de Tradução 27, 1, 29–49. https://doi.org/21757968
Duszak, A. (1994). Academic discourse and intellectual styles. Journal of Pragmatics, 21(3), 291–313. https://doi.org/10.1016/0378-2166(94)90003-5
Fu, X., & Hyland, K. (2014). Interaction in two journalistic genres: A study of interactional metadiscourse. English Text Construction, 7(1), 122–144.
https://doi.org/10.1075/etc.7.1.05fu
Fu, X. (2012). The use of interactional metadiscourse in job postings. Discourse Studies, 14(4), 399–417. https://doi.org/10.1177/1461445612450373
Fuertes-Olivera, P. A., Velasco-Sacristan, M., Arribas-Bano, A., & Samaniego-Fernandez, E. (2001). Persuasion and advertising English: Metadiscourse in slogans and headlines. Journal of Pragmatics, 33(8), 1291–1307. https://doi.org/10.1016/S0378-2166(01)80026-6
Gulić, S. (2018). Turizam u brojkama 2017. https://www.htz.hr/sites/ default/files/2018-08/HTZ%20TUB%20HR_%202017%20FINAL.pdf
Harris, Z. (1959). Computable syntactic analysis. In Transformations and Discourse Analysis Papers (Vol. 15). University of Pennsylvania.
Hassan, H., Habil, H., & Nasir, Z. M. (2008). Persuasive strategies of tourism discourse. In Hassan, H., Habil, H. (Eds.), New perspectives in language and communication research (pp. 1-19). https://api.semanticscholar.org/ CorpusID:167562688
Hinds, J. (1987). Reader versus writer responsibility: A new typology. In U. Connor & R. B. Kaplan (Eds.), Writing across languages: Analysis of L2 text (pp. 141–152). Addison-Wesley.
Hoorickx-Raucq, I. (2005). Mediating the scientific text. A cultural approach to the discourse of science in some English and French publications and TV documentaries. The Journal of Specialised Translation, 03, 97–108. DOI:10.26034/cm.jostrans.2005.797
Huang, S. (2015). A Genre-based Analysis of Brief Tourist Information Texts. Proceedings of the 2015 Joint International Social Science, Education, Language, Management and Business Conference, 191-202. https://doi.org/10.2991/jisem-15.2015.40
Hyland, K. (1998). Hedging in Scientific Research Articles. John Benjamins Publishing Company. http://digital.casalini.it/978902728258
Hyland, K. (2005). Metadiscourse: Exploring interaction in writing. Continuum. https://doi.org/10.1017/S0047404508080111
Hyland, K. (2007). Applying a gloss: Exemplifying and reformulating in academic discourse. Applied Linguistics, 28(2), 266–285. https://doi.org/10.1093/applin/amm011
Hyland, K. (2010). Metadiscourse: Mapping interactions in academic writing. Nordic Journal of English Studies, 9(2), 125–143. https://doi.org/10.35360/njes.220
Hyland, K., & Tse, P. (2004). Metadiscourse in academic writing. Applied Linguistics, 25(2), 156–177. https://doi.org/10.1093/applin/25.2.156
Iborra, A. S., & Garrido, M. F. R. (2001). The Genre of Tourist Leaflets. Pasaa, 32(1), 71–81. https://doi.org/10.58837/chula.pasaa.32.1.6
Ifantidou, E. (2005). The semantics and pragmatics of metadiscourse. Journal of Pragmatics, 37(9 SPEC. ISS.), 1325–1353.
Ilie, C. (2002). Discourse and metadiscourse in parliamentary debates. Journal of Language and Politics, 2(1), 71–92. https://doi.org/10.1075/jlp.2.1.05ili
Kelly, D. (1997). The translation of texts from the tourist sector: textual conventions, cutural distance and other constraints. In Trans Revista de Traductología (pp. 33–42). https://doi.org/10.24310/TRANS.1998.V0I2.2354
Limon, D. (2004). Translating new genres between Slovene and English: an analytical framework. Across Languages and Cultures, 5(1/2), 43–65. DOI:10.1556/Acr.5.2004.1.3
Limon, D. (2005). Genre and text conventions as part of translation competence. In N. Kocijančič Pokorn, E. Prunč, & A. Riccardi (Eds.), Beyond equivalence (pp. 137–158). Institut für Theoretische und Angewandte Translationswissenschaft.
Limon, D. (2007). Writing across cultures. In W. Delanoy, J. Helbig, & A. R. James (Eds.), Towards a dilaogic anglistics (pp. 147–160). LIT Verlag.
Limon, D. (2008). Company websites, genre conventions and the role of the translator. Cultus, 1(1), 56–69.
Mauranen, A. (1993a). Contrastive ESP rhetoric: Metatext in Finnish-English economics texts. English for Specific Purposes, 12(1), 3–22. https://doi.org/10.1016/0889-4906(93)90024-I
Mauranen, A. (1993b). Cultural differences in academic discourse - problems of a linguistic and cultural minority. In The Competent Intercultural Communicator (pp. 157–174).
Mauranen, A. (2010). Discourse reflexivity: a discourse universal? The case of ELF. Nordic Journal of English Studies, 9(2), 13–40. DOI:10.35360/njes.216
Molina, A., & Esteban, Á. (2006). Tourism Brochures. Usefulness and Image. Annals of Tourism Research, 33(4), 1036–1056. https://doi.org/10.1016/j.annals.2006.05.003
Mur-Dueñas, P. (2011). An intercultural analysis of metadiscourse features in research articles written in English and in Spanish. Journal of Pragmatics, 43(12), 3068–3079. https://doi.org/10.1016/j.pragma.2011.05.002
Nwagbara, B. C. (2025). Blurring Boundaries: The Impact of Digital Communication on Academic Discourse and Student Motivation. International Journal of Multilingualism and Languages for Specific Purposes, 7(01), 41-61. https://doi.org/10.52919/ijmlsp.v7i01.96
Pavičić Takač, V., & Ivezić, S. V. (2019). Frame markers and coherence in L2 argumentative essays. Dicourse and Interaction, 46–71.
https://doi.org/10.5817/DI2019-2-46
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