Репрезентация образа локуса в рекламном туристическом нарративе

Abstract

The aim of the study is to define the features of locus image representation in a tourist advertising narrative. The scientific novelty of the work lies in the fact that the consideration of locus image in a tourist advertising narrative has not been undertaken before. The novelty is also determined by the fact that for the first time loci have been singled out, that is, spaces actualized by geographical factors and natural and cultural landscapes. For the first time it has been indicated that loci represented by texts of a tourist advertising narrative simulate its sense-forming space and also construct a system of meanings. The article considers the different interpretations of the term “locus” by scholars and gives the author’s understanding of this concept. As a result of the research, the main loci in a tourist advertising narrative are singled out, namely: the locus of refuge and salvation, the locus of Paradise and absolute happiness, the locus of dreams, the locus of harmony, the locus of hope, the locus of relaxation and activation, the locus of new life, the locus of freedom, the locus of discovery, the locus of adventure, the locus of a fairy tale and a dream, the locus of mystery, the locus of returning to childhood, the locus of initiation. The text-forming potential of the locus image in a tourist advertising narrative is noted, as well as its dominance in focusing and holding the attention and interest of the text’s recipient. The ability of the locus image to potentially influence the consumer of the service by representing the topic of the text and the subsequent development of its structure is emphasized, which actualizes the topic and accumulates markers of valuable information.