Семантичната дивергентност в съвременните реклами на българските туристически агенции
Semantic Divergence in Contemporary Advertisements of the Bulgarian Tourist Agencies

Summary/Abstract: The scientific paper attempts to draw a picture of the level of semantic divergence in the contemporary advertising of Bulgarian travel agencies. Based on the scope of theory and relatedness between the essence of the main ways of thinking, on the one hand, in relation to the advertising appeals, headlines and slogans on the other, the authors offer an approbation of a set of criteria for assessing the semantic divergence as a characteristic of the messages communicated by the tourist business in Bulgaria targeted in specific manners to specific audiences.

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