Philological science

Keywords: language advantages, advertising, discourse, types of advertising, classification of tourist advertising, motivational atmosphere, modern tourism.

Introduction. In the modern world, the importance of advertising communication is constantly increasing, and the advertising process permeates all social cells, using a variety of channels for this purpose. Today, many aspects of advertising communication have been studied in detail. For example, the structure of printed advertising discourse is studied [Chueva E.S. 2001], and the difference in the concepts of advertising discourse and advertising text in works is also given [Tyurina E. S. 2009]. The language game in American advertising is shown in the works [Amiri L. P. 2007], comparison strategies in advertising are analyzed [Anikin E. E. 2008]. We can find linguacultural aspects of interpretation of the advertising text in the works [Goran E. P. 2007] in detail precedent phenomena in the British print advertising services for tourists (Ilyushina M. Y. 2008), linguistic and cognitive strategies of positioning the promotion of tourist services in the Anglo-American is ( Tyuleneva N. 2008], and many others. Among the vast array of publications devoted to advertising, however, in quantitative terms, literature of a popular or applied nature significantly prevails. Scientific understanding of many problems of advertising discourse still lags far behind the rapidly developing advertising practice.
Main part.The topicality of the chosen topic is determined by the fact that, despite a large number of works devoted to the analysis of the advertising language, the tourist discourse has not yet been subjected to a comprehensive study from the point of view of lingua culturology , which can say a lot not only about the advertised goods, but also in general about the linguistic and cultural situation , about the prevailing stereotypes and values in society. The role of advertising is not only to promote products on the market and stimulate purchases, it is extremely important for the formation of lifestyle and worldview. Speaking of advertising, it should be noted that thousands of people read it. Its language advantages, and especially disadvantages, strongly affect the speech of readers. The error is remembered automatically, and then the speaker gives it out in their speech. It would be possible to use advertising texts as visual aids of any grammatical constructions already at the middle stage. Advertising text is more interesting than boring, boring examples from textbooks. It will create a motivational atmosphere.
What is advertising? Advertising is an extremely multifaceted and multidimensional phenomenon. Advertising occupies a borderline position between different professional fields and attracts the attention of representatives of various professions. Therefore, it is not surprising that there are different interpretations of this concept and the definition of the term itself. The criteria for this concept are not clearly defined. "Dictionary of foreign words" interprets the concept of advertising as " information about goods, various types of services, etc. for the purpose of notifying consumers and creating demand for these goods, services, etc."[A. G. Spirkin,2016].


The dictionary " Language of Market" considers advertising as " information about goods and services for the purpose of notifying consumers and creating demand for these goods and services, ways and forms of communicating information about products and services that are sold in order to arouse the consumer's interest in them and provide them with the necessary set of information about the properties of the object of sale." [ B. A. Raisberg, 1991-p. 115].
The distinctive features of advertising as one of the main means of marketing communications in the field of tourism are determined by the specifics of both the advertising itself and the features of the tourism system and its product - a tourist product.
1. Non-personal character. The communication signal is received to the potential client not personally from an employee of the company, but through various intermediaries (mass media, brochures, catalogs, posters and other advertising media).
2. The one-sided focus. Advertising actually has only one direction: from the advertiser to the addressee (object of influence). Feedback signals are received only in the form of the final behavior of the potential client.
3. Uncertainty in terms of measuring the effect. This feature is a logical continuation of the previous one. Feedback in advertising is probabilistic and uncertain. The fact of purchasing a tourist product depends on a large number of factors, often not directly related to advertising, which are subjective and practically impossible to formalize.
4. Public character. Tourism advertising has a special responsibility for the accuracy, truthfulness and accuracy of the information transmitted through it.
5. Information saturation. Tourist services, which, unlike traditional goods, do not have a material form and constant quality, need priority development of advertising functions such as information and communication.
6. Catchiness and ability to convince. The specificity of tourist services necessitates the use of visual, visual aids that provide a more complete representation of objects of tourist interest. Therefore, video and photo materials, paintings, and colorful products are often used in advertising.