| Summary: | The tourist activity, real industry, is the object of marketing strategies quite as any consumer good. The desire of evasion is generated by the advertising including in its most institutional shape: the national brochures of tourist office. This work proposes a systematic analysis, of a corpus of European brochures, centered on the first element arriving at the glance: the image. If the image wants to be vector of an appropriate territorial identity, we demonstrate that most of the brochures propose images of similar construction as well as on the shape (photograph colors taken in average plan, in the cold colors) as on the bottom (summer "natural" landscapes or historic city centers). Finally, the images could very well be exchangeable from a brochure to the other one … What territorial identity for images "un-territorialized"?
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