LINGUISTIC FEATURES OF PILGRIMAGE ADVERTISING
The purpose of the article is to study the linguistic specifics of advertising pilgrimage tourism. The study used modern linguistic methods of advertising analysis, including media representations of pilgrimage tourism. Considering the fact that pilgrimage advertising is an innovative genre for Uk...
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| Main Author: | |
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| Format: | Article |
| Language: | Bulgarian |
| Published: |
South-West University "Neofit Rilski" Publishing House
2025-03-01
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| Series: | Езиков свят |
| Subjects: | |
| Online Access: | https://ezikovsvyat.swu.bg/images/stories/issue_23_1_2025/4.%20Klymentova_34-46.pdf |
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| Summary: | The purpose of the article is to study the linguistic specifics of advertising pilgrimage tourism. The
study used modern linguistic methods of advertising analysis, including media representations of pilgrimage tourism.
Considering the fact that pilgrimage advertising is an innovative genre for Ukraine, its communicative codes are at the stage
of marketing approval. The article analyzes media-linguistic, in particular advertising, features of the use of terminological
concepts: "pilgrimage", "religious practice", "religious tourism" and "prayer activity". On the one hand, tourist operators
activate the natural need for rest, a change of scenery, new experiences, etc. and use techniques borrowed from secular
advertising. On the other hand, the key concepts and value paradigm of the religious sphere are objectified. Hybrid
communicative codes do not correspond to the functions of religious advertising, and turn advertising into a pathogenic text.
The analysis showed that textual explication of the appeal to the Absolute is important for targeting. Within this approach, the
sub-concepts would be PRAYER, CLEANSING, HEALING, MIRACLE, GRACE, etc. These lexemes allow to objectify
rational motives associated with physical and mental therapy, emotional motives associated with harmony in relationships,
care for loved ones, family, a joy of washing away a traumatic experience, with a rebirth to life and, finally, social motives of
forgiveness to enemies, tolerance to otherness, etc. Moreover, unique effects of pilgrimage are also emphasized. |
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| ISSN: | 1312-0484 2603-4026 |