Interpretive in Advertising Slogans of Tourism Authority of Thailand

Abstract

        This article aims to study Interpretive of Slogans Advertised in Tourism Authority of Thailand by applying Purposive sampling method totally 34 slogans between 1985 -2021, based on the literary concept of John R. Searle and the concept of values in Thai society. The results showed that Tourism Authority of Thailand's Slogans have been advertised in four interpretive meanings, including “Proud of being Thai”; “Domestic Tourism Can Help Promote Our Home Country”;  “How to be a Quality Tourist” and “Tourism Makes a Happy Life” all of which interpreted through four meaningful groups of verbal speeches, namely assertives (reasoning and comparison); Directives (inviting, challenging, referring, and warning); Expressives (admiration) and Declaratives (name declaration), which is more of direct speech acts rather than the indirect ones. Besides the meaning is interpreted through 2 core values include Individual Value and Social values (National Valve and Citizenship Value).