Russian Federation
The article covers the emotional and rational components of advertising texts. It examines linguistic and communicative methods used in advertising texts to exert influence on the addressee. The article analyzes different linguistic levels of advertising texts: phonetic, morphological, lexical, stylistic, and syntactic. The paper examines linguistic expressions of the emotional and pragmatic information, analyzes examples of advertising texts in the sphere of tourism. It also explores the rational and emotional components of advertising texts in the sphere of tourism and their role in achieving advertising objectives.
advertising text, rational and emotional advertising, advertising communication in the sphere of tourism.
Рекламное сообщение, рассматриваемое в ракурсе коммуникативного взаимодействия рекламодателя и рекламополучателя, существует не только как завершенное текстовое произведение, но и как речетворческий акт, в котором происходит встреча двух сознаний — автора и адресата, столкновение и (или) взаимодействие интенций, ожиданий, социальных, ментальных и языковых установок коммуникантов.
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