of the Urals

Russian Journal of Agricultural Research

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Registration certificate: PI number 77-12831 on May 31, 2002
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ISSN 1997 - 4868 (Print)

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Journal is included in the list of VAK (from 25.09.2017), No. 291

ISSN 2307-0005 (Online)
Key title: Agrarnyj vestnik Urala (Online)
Abbreviated key title: Agrar. vestn. Urala (Online)

Аграрный вестник Урала № 01 (143) 2016


Пирогова Н. В. доцент Уральский государственный аграрный университет

Юдина Е. А. кандидат экономических наук, заведующая кафедрой сервиса и туризма Уральский государственный аграрный университет



 On the material of advertising slogans, advertising texts and advertising terminology used in the travel industry, specific features of the tourist advertising discourse, as the format of the advertising discourse characterized. The article addressed to the lecturers and students studying in the field of “Hotel service and tourism”, “Advertising and Public Relations”, as well as specialists in these areas. Under the aspect of discourse refers to a kind of discourse, allocated on the basis of distance communication, the degree of expression of the speaker, the existing social institutions, communication and stereotyped register of language means. Format discourse constitutes a pre-specification of the type of discourse, the number of these formats is big enough, but measurable. The format of discourse, in turn, is specified genres of speech, which are allocated on the inductive basis. The aim of this paper is to describe the tourist advertising discourse as concretized format advertising discourse with linguistic and pragmatic point of view, including the description of discursive functions and speech means to implement them. In our view, the specific format forming function of touristic advertising discourse: 1) to awaken the trust of customers; 2) to create a tangible image of the “light future” which followed after the acquisition of travel services; 3) “to play on the higher-set” in relation to potential customers, raising their status in their own eyes. This illustrated with verbal material (advertising slogans and titles, the terminology from the sphere of tourist industry, used in advertising, advertising texts). The material suggests that such specific functions (targets) of tourist format advertising discourse as increased customer trust, creating an image of “light future” and the status of the client, are realized in different genre forms and level of connected, complete texts and at the level of the internal organization of the speech, and at the level of slogans and headlines. Subject to further study and other components of discursive patterns – typical participants discourse, genre housing (content of discourse), discursive strategies and formulas.


discourse format, tourist advertising discourse, discursive functions, advertising slogans, advertising texts, terminology of tourism.


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