Pragmatically oriented linguistic units in advertising of religious tours

Abstract

INTRODUCTION. The relevance of the study is related to the study of the features of the implementation of tourist advertising in such a dynamically developing real segment as religion. The role of tourist advertising is increasing, and it is becoming especially important to study specific pragmatic oriented language units devoted to religious discourse. The purpose of the study is to identify lexical, morphological units and stylistic devices used in tourist religious discourse.

MATERIALS AND METHODS. The research material was advertising texts promoting religious tours on the Internet. The collection and writing of factual material was carried out using conceptual analysis, interpretive analysis was used to determine and explain the linguistic features of religious advertising text.

RESULTS AND DISCUSSION. The appeal to advertising texts promoting religious tours allowed to identify pragmatically oriented linguistic units. Religious discourse, oriented towards introducing a person to faith within the framework of a certain confession, contributes to the implementation of religious tours (pilgrimage, educational and pilgrimageeducational). Religious advertising discourse in the field of tourism can be oriented towards the discourses of consumer society, but at the same time give them new, religious and sacred outlines.

CONCLUSION. The identified lexical units and stylistic means in tourist advertisements on the topic of religious tours allow us to consider that religious tourist advertisement has a number of characteristics inherent only to it and occupies its own special place among currently existing types of discourse. These advertisements can be considered special speech patterns of text aimed at implementing the pragmatic function of advertising messages.