Abstract
The article aims to reveal the specifics of architectural metaphors in the context of advertising tourist narrative. Architecture is one of the most powerful metaphorical means of communication, and an architectural metaphor has an important place in the conceptualization of the world, forming a significant part of the language picture of the world. The article considers the main spheres sources of functioning of architectural metaphor in tourist narrative of advertising: architectural and spatial environment in general and also detached buildings and constructions, their ensembles, squares and avenues, religious buildings. Using the descriptive method and the method of metaphorical modeling, we came to the conclusion that an architectural metaphor in tourist narrative of advertising is a way of representing architectural realities through turning to other fields of knowledge, performing a function of modeling reality and emotional impact.
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