REPRESENTATION OF THE TERRITORY BRAND IN EXCURSION ADVERTISING MESSAGES (ON THE EXAMPLE OF KRASNODAR)

Abstract

The article studies the representation of Krasnodar’s image in the advertising messages of tourist operators as one of the important channels for informing about brand features of the territory. Branding of territories is a complex and multidimensional process of broadcasting meanings, narratives and constants to target audiences (investors, tourists, residents themselves, etc.) in order to form an image of the promoted object and consolidate this image in their consciousness and subconsciousness. In this process, a linguocultural approach is of particular importance, which allows linking the territory image with the lifestyle of its population, historical and cultural characteristics of the region and designing a special linguistic and cultural reality, modeling future representation and attitude to the territory. The study conducted among students aged 17–19 years allows to determine the associative field Krasnodar’s image, and shows that they have little or no associative reactions.