Рекламний туристичний дискурс: характеристики
Tourism Advertising Discourse: Characteristics

Summary/Abstract: The present investigation is undertaken in the functional-discoursive format. Discourse and communication are “the results of social relations” and the aim of scholars is to understand how their meanings have been constructed and used across the totality of human experience. The end-goal of our paper is to pinpoint tourism advertising discourse in the discourse typology and to reveal its major characteristics. The object of the investigation is the tourism advertising discourse presented in printed and electronic travel brochures. The topicality of our investigation is motivated by the necessity of an integral description of the tourism advertising discourse for the theory of professional discourse and practice of its generating and interpreting. A marketing tool used in tourism advertisement is to create symbolic expectations for prospective tourists through textual, visual and audio representations. Thus, the tourism advertising discourse is a special type of discourse where verbal and nonverbal means are employed to persuade a client to buy tourism products and services and motivate tourism clients to leave a positive feedback afterwards.

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