Lapidary Nominatives in the Structure of a Frame Model of Advertising Tourist Services

Aim. To identify and analyze obligatory frame models in tourist advertising texts.

Methodology. The Russian-language tourist advertising texts of printed and online advertising (magazines “Tourist”, “GEO”, “Around the world”, newspaper “To every house” for 2019-2022; official websites of travel agencies “Anex tour”, “TUI Travel”, “Coral Travel”, “PEGASUS Tourist”, “Laguna”) were extracted by means of continuous sampling method and analyzed; the study relies on contextual and component description of functional-semantic categories, structural components, and modeling subframes method is used as the main one.

Results. The study revealed a number of obligatory components in the frame structure of a tourist advertising text. The advertising communication of the travel service is explicated through the movement subframe, including such top-level slots as method of movement, locative and temporal nominatives.

Research implications. The theoretical significance of the work lies in the fact that the analysis of the material expands the idea of the specifics of the functional and semantic potential of the frame model of tourist services as a central component of the advertising tourist text, and also updates the intrastructural information about each slot of the movement subframe, including the nominatives of auxiliary terminals (i.e., the general functionality of additional services (insurance, transfer, etc.). The practical significance is determined by the applied adapted nature of the received materials, namely the creation of high-quality and effective text advertising of the tourism sector.

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