THE ROLE OF A SLOGAN IN CREATING A CITY BRAND: LINGUO-CULTURAL ANALYSIS (based on the slogans of the German historical cities)

Abstract

Statement of the problem. The main reflection of tourism lies in the understanding of the world, which is perceived not as a "traditional", but as a special imprint of the culture and history of civilizations in space and time. Such an understanding largely contributes to hybridization of new heterogeneous forms of representation, which confirms a certain syncretism and captures a separate discourse. The society itself, social system, economic structure and rituals in material culture, tourist destinations (in our case: a city) acquire their own architectonics and manifest that human-controlled spaces that serve to the purposes of their presentation and promotion as city's attractions. Results. Tourist discourse and its speech projection are accompanied in practice by myths; oral (tourist’s impressions, vacation stories, etc.) and written (guides, catalogs, commercials, souvenirs, forums, blogs, online diaries, etc.) texts are “mythified” in tourism industry as important communicative forms of the tourism space linked to location of the tourism topography. The analysis of the tourist discourse, based on the synthesis of factors and the concept of a tourist destination and advertising reveals the speech markers of the city, which can be considered as deep patterns of the slogan as a small text in the tourist culture. Conclusions. The textual and linguocultural description, as well as the study of the syntactic structures of the slogans exampled on German cities are presented in the paper as a result of the of a representative speech corpus interpretation.