Rational and Emotional Elements of Advertising Texts in the Sphere of Tourism

Lyubov Goncharova

doi:10.12737/24173

RATIONAL AND EMOTIONAL ELEMENTS OF ADVERTISING TEXTS IN THE SPHERE OF TOURISM Rational and Emotional Elements of Advertising Texts in the Sphere of Tourism

АА Аа

Published in Scientific Research and Development. Modern Communication Studies · Volume 6, Issue 1 · Pages 70–77 · Rubric: Image, advertizing and business communication

DOI: https://doi.org/10.12737/24173

Received: 17.12.2016 Accepted: 17.12.2016 Published: 17.12.2016 Language of publication: RUS

Authors

Lyubov Goncharova

Academic degree: candidate of philological sciences

Science rang: docent

State Institute of Russian Language named A. Pushkin Associate Professor · Department of General & Russian Linguistics · Moscow

ABSTRACT

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.

KEYWORDS

advertising text, rational and emotional advertising, advertising communication in the sphere of tourism.

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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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GOST

Goncharova L. M. Rational and Emotional Elements of Advertising Texts in the Sphere of Tourism // Scientific Research and Development. Modern Communication Studies. 2017. no. 1. pp. 70-77. DOI: https://doi.org/10.12737/24173. (Date of access 30.10.2026).

MLA

Lyubov Goncharova. "Rational and Emotional Elements of Advertising Texts in the Sphere of Tourism." Scientific Research and Development. Modern Communication Studies 6.1 (2017): 70-77. DOI: https://doi.org/10.12737/24173.

APA

Goncharova L. M. (2017). Rational and Emotional Elements of Advertising Texts in the Sphere of Tourism. Scientific Research and Development. Modern Communication Studies, 6(1), 70-77. https://doi.org/10.12737/24173

Chicago

Lyubov Goncharova. "Rational and Emotional Elements of Advertising Texts in the Sphere of Tourism." Scientific Research and Development. Modern Communication Studies 6, no. 1 (2017): 70-77. https://doi.org/10.12737/24173.

WIKI

{{cite journal | author = Goncharova L. M. | title = Rational and Emotional Elements of Advertising Texts in the Sphere of Tourism | journal = Scientific Research and Development. Modern Communication Studies | year = 2017 | volume = 6 | issue = 1 | pages = 70-77 | doi = 10.12737/24173 }}

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RATIONAL AND EMOTIONAL ELEMENTS OF ADVERTISING TEXTS IN THE SPHERE OF TOURISM Rational and Emotional Elements of Advertising Texts in the Sphere of Tourism

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