Agrarian
Bulletin
of the Urals

Russian Journal of Agricultural Research

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for Affairs of the Press, Television and Radio Broadcasting and Mass Communication Media.
Registration certificate: PI number 77-12831 on May 31, 2002
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ISSN 1997 - 4868 (Print)

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

Аграрный вестник Урала № 05 (147) 2016

Экономика

Пирогова Н. В. доцент Уральский государственный аграрный университет

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

УДК:338.48

THE MOTIVES OF THE INDIVIDUAL AND THE PYRAMID OF NEEDS: UPDATING TOURIST ADVERTISING

 The needs and motives, updated in this format, as a tourist advertising discourse consider. Analysis of the material suggests that five-level pyramid needs Maslow largely corresponds with rational and emotional motives underlying human activity. The first level of Maslow pyramid (physiological needs) can be correlated with such motifs as reduce of risk, preservation of stability of the body in the modern world. The second level (the need for self-preservation) also corresponds to the motifs of “reduced risk” groups – security, reduction of threats to the life, health and mental stability. The third level (social needs) is correlated with a group of emotional motives – motifs of personal recognition (own “I”), the prestige, the desire to integrate into the group, united by common interesting. The fourth level (the need for respect) also correlates with the recognition of the motives of prestige. The fifth level (need for self-affirmation) relate primarily with the motive as the desire for knowledge. Much less in tourist advertising texts are updated such emotional reasons as to follow the fashion and the desire to be accepted in society. However, to the peculiarities of this type of advertising can be attributed, firstly, tourist information updating specific discourse motifs (income / savings, convenience, quality, guaranteed servicing-set), and secondly their convergence – convergence verbalized motives on a small fragment text. Finally, the motives in tourist advertising discourse can be explicated (actualized solely in the text) and implicit (part E-actualization and subtext). Implicature relate to the motive of risk reduction. Representing, in fact, quite stringent requirements, they verbalized in milder forms of advice, request, suggestions, recommendations, reminders and others. In general, the study of the complex in consumer behavior motives in the travel market is one of the primary marketing objectives, the solution of which depends largely on effective tourist activity in a competitive market.


Keywords:

tourist advertising, Maslow’s pyramid of needs, motive, motivation theory, explicit motives, implicature, typical motives, discursive caused motives, convergence.


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