CREATIVE POTENTIAL OF LEXICAL ITEMS IN TOURISM ADVERTISING

The study is carried out in line with one of the important subfield in modern linguistics – pragmatics - and covers lexical and semantic features of advertisements in the tourism sector. The rapid development of tourism in the world market has led to the emergence of new ways and approaches to the implementation of linguistic creativity in tourism advertising. The article attempts to identify and characterize the use of lexical means in a specific communication environment in order to create attractive and effective advertisements. Emphasis is made on the analysis of creative potential of widely used loanwords and specific terminology. The existing potential of proper names, including the names of geographical places, animals as well as loanwords has been revealed in the result of systematization and analysis of advertisements. The use of language items and ways to influence consumer behavior is observed in advertisements of travel agencies and tours. The study is theoretically and practically significant in terms of its contribution to the theory of advertising from a linguistic point of view. It would be useful in further studies of creative potential of the language.