ACTUALIZATION OF PERSUASIVENESS IN THE GERMAN AND RUSSIAN TOURISM ADVERTISING TEXTS

Abstract

The article considers persuasiveness as a special form of mental and speech activity, implemented by various mechanisms of verbal and non-verbal influence on the consciousness of the communicants in order to change their worldview and incline to a certain type of behavior. Advertising communication in tourism is one of the most representative types of persuasive communication. The sender of tourism advertisements resorts to various persuasive strategies and tactics and uses a wide range of linguistic means to establish a connection with potential clients, familiarize them with the tourism product and encourage the recipient to purchase it. The study found that the main persuasive strategies of a tourism advertising text in both languages were the strategy of creating a positive image of a tourism product and the addresser’s self-presentation strategy.