Philological science

Table 1. Classification of tourist advertising [Durovich A.P., 2008-p.122].

Classification attribute	Types of advertising
Object of advertising	Commodity
	Prestigious
Direction	Advertising opportunities
	Advertising needs
The nature and features of advertising appeals	Informative
	Persuader
	Reminiscent
Target Impact to the audience	Rational
	Emotional
Referring to a specific segment	Selective
	Mass
Territory covered	Local
	Regional
	Nationwide
	International
Source of financing	Advertising on behalf of individual travel agencies
	Joint advertising
Distribution	Press Advertising
	Printable advertisement
	Audiovisual advertising
	Radio and television advertising Promotional souvenirs
	Direct mail advertising
	Outdoor advertising
	Exhibitions and fairs
	Internet advertising

Advertising text has its own characteristics. In addition to verbal elements, most advertising texts include audiovisual elements. Perceived by us as a whole with written or oral statements, these elements may relate to different topics and not have a clear structure. Texts in the structuring of which in addition to verbal means use iconic ones (drawing, photograph), as well as means of other semiotic codes (such as color, font), are called creolized. Their texture consists of two inhomogeneous parts: verbal (language / speech) and non-verbal (belonging to other sign systems than natural language). As a rule, the presence of a non-verbal component of perception.
It is an indispensable attribute of a full-fledged advertising text. The advertising text reveals the main content of the advertising message. His task is to attract the attention of a potential buyer with his appearance, by interest in explaining it, and by convincing him to convince him to buy the offered goods. [Kibrik A.E. ]
Conclusion.Advertising in modern society is a multilevel phenomenon. In this regard, it is very important to understand how the main advertising tool, the advertising text, and how the communication strategy is implemented through its transformation, functions. The “duality” of the advertising text corresponds to the informational and manipulative components of the communication strategy, the verbal and nonverbal tools inherent in advertising in general. The intent of the advertising text to action (acquisition) or the formation of a particular installation often becomes key to its structure. The construction by the addressee of such a text is based on a number of important aspects, but the key is its immersion in a specific communicative situation, and compliance with the cultural settings of a particular society and consumer.

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