Abstract
The paper aims to reveal axiological potential of depersonification as a basis of conceptual metaphor MENSCH IST KEIN LEBEWESEN (Human Being Is an Inanimate Object). This conceptual metaphor constitutes a basis of advertising tourist discourse of Germany. In other types of discourse, depersonification is associated with negative connotations, which contradicts the purpose of advertising tourist discourse - to present an appealing description of tourist objects. The findings indicate that in this type of discourse, this conceptual metaphor has a positive axiological connotation. Scientific originality of the study lies in the fact that the author analyzes non-traditional axiology of depersonification.
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