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THE WORK GENERAL CHARACTERISTIC

Reviewed research is devoted research of rhetoric of texts of the tourist and educational discourses connected among themselves in genre display of the obrazovatelno-tourist brochure. Modern means of transportation and communications, a global information network the Internet have pull together people, have made the world so close, that interaction of the countries, the people and cultures became inevitable and constant.

Through expansion of interpersonal communications the traditional cultural heritage is on a global scale levelled. Mass culture development in a sense does people similar. The aspiration to keep stability of internal spiritual experience therefore the theme of creation of positive cultural image is an insistent vital necessity became natural reaction to these processes. Tourism as a kind of intercultural communications is one of powerful stimulus of similar necessity, and also a source of means of strengthening of positive perception of surrounding space.

The urgency of the given work is caused by requirement of the decision of questions of creation and strengthening of a positive image of region from the linguistic point of view, namely: by means of use such diskursivnogo means, as tourism language, and various the technician, the features of rhetoric of a discourse of formation allocated at the description and a tourism discourse.

Theoretical basis of research are works of domestic and foreign scientists in the field of studying of language of tourism and a tourism discourse (S.A.Pogodaeva, H.A. Tjuleneva, N.V.Filatova, G.Dann, J. Schmidt, G.Kappelli, A.Paasi, J. Urri, M.Sheller, B.Maklaren, J. Konforti, M.Smith, R.Tressider, A.Javorski, etc.) Intercultural communications, imidzhelogii and communications psychology (And. P.Sadohin, G pocheptsov, Century of M SHepel, J.A.Starikova, R.Balm), rhetoric in space of humanitarian knowledge (Kvintilian, Z.Djubua, F.Pir, A.Trinon, T.V.Anisimov, E.G Gimpelson), understanding of the text and semiotics (G.I.Bogin, N.F.Krjukova, M.N.Makeeva. F.Raste, Rolan Bart). In research some positions of the theory of creation of a linguistic portrait of a genre of M.Nilsen, the theory of speech certificates and the analysis of discourse T van Dejka, theories of rhetorical structure of U.Manna and S.Tompsona are used. The Objective of this research consists in the description of rhetoric of a discourse of tourism as factor of influence on processes of formation of positive image of region, strengthening of regional identity and attraction as tourists, and students in an advanced tourist direction or an educational institution.

For object in view achievement it was required to solve the following задачи:1) to establish a role of a discourse of tourism in formation consumer and narrativnogo types of cultural relations to territory, i.e. the regional identity based on these types of relations to surrounding space; 2) to allocate and describe the basic features 3

Tourism language as diskursivnogo a method of designing of image of region; 3) to consider a discourse of tourism and a formation discourse in interaction and to describe written genres concerning them, such as tourist and educational brochures, from the point of view of their language, rhetorical and metaphorical components; 4) to describe the mechanism of creation of a metaphor of advancement of knowledge in the text of the educational brochure, and also on the basis of the ritoriko-reflective analysis to describe features metaforizatsii in a formation discourse; 5) to present complex analysis of the major processes tekstopostroenija in discourse of tourism and formation discourse, to define the factors influencing efficiency of the convincing message.

Necessity of the decision of the listed problems has caused a technique of research which develops of various methods and receptions. In work following research procedures have been used: a method of the lexical analysis, a method of the semiotics analysis, a method diskursivnogo the analysis, a method lingvostilisticheskogo the analysis and text interpretation, a method of the comparative analysis of tourist brochures and educational brochures. At various investigation phases elements definitsionnogo and the contextual analysis, and also separate elements of the quantitative analysis were used.

Object of the present research are the discourse of tourism and a formation discourse as processes of language activity and its result (= the text).

Object of research are methods, receptions and rules by which the author of brochures is guided at drawing up of the texts directed on attraction of attention of the recipient to importance of the convincing message.

Material for research data of the analysis of various tourist and educational brochures have served as the general number 44 of unit.

Scientific novelty of research consists that during consideration and ordering of the basic components of language of tourism the importance metaforiki formations is accented, qualitatively new metaphor of advancement of knowledge is described, and also its place in rhetoric of the text of the educational brochure is defined.

The theoretical importance of the dissertation consists in allocation and the description of the important processes tekstopostroenija in a discourse of tourism and a formation discourse, definition of the factors influencing efficiency of the convincing message. In work features as participants of communications, and message who can matter for creation of the successful text of a discourse of tourism or formation are considered. In this connection the lexical and grammatical analysis of use of ekspressivno-expressive means in a formation and tourism discourse in their interaction is carried out.

Practical value of work consists that substantive provisions and the conclusions, concerning allocation and the description of laws, the technician and the receptions used at drawing up tourist and educational
Brochures, can widely be applied to creation of effective texts of a discourse of tourism and a formation discourse. The given researches can be used at drawing up of methodical grants for employment with students of philological, linguistic, translational specialities, and also specialities in tourism sphere.

On protection following substantive provisions are taken out:

1) tourism in the course of advancement forms the language - tourism language. By means of visual images, text features of an advanced material and set of other means tourism language realises persuazivnuju and attraktivnuju functions, transforms readers in «as though tourists», defining thereby rhetorical and metaphorical characteristics of produced texts;

2) the composer of tourist and educational brochures as the author of texts of a discourse of tourism and a formation discourse is guided by the same rules, as ritor at drawing up of texts, using thus germenevticheskie technicians of understanding for the purpose of optimisation of development of senses, opredmechennyh text means;

3) the leading motive metaforizatsii with installation on consideration of readers as potential tourists/students defines the rhetoric creating a metaphor of advancement of knowledge as a new kind of a metaphor of formation in its communication with metaphors of acquisition, participation and knowledge creation;

4) understanding of the text of the educational brochure to similarly understanding of the art text: a producer the technician puts before itself a problem of deducing of the recipient in a reflective position of reconstruction of author's senses with use thus a set defined germenevticheskih.

Work approbation. Materials and results of research were discussed on faculty meetings of English language of the Tver state university, during school visiting «The Burlington School of English» (London, the Great Britain, March 2016). Work Substantive provisions have been presented on international scientifically-practical conference «the Language discourse in social practice» (2008); at the All-Russia conference «Gertsenovsky readings. Foreign languages» at institute of foreign languages RGPU of A.I.Herzen (2015); at the international scientific Internet conference «Understanding and a reflexion in culture, science and education - 2015», the devoted memory of the honoured worker of a science of the Russian Federation, professor G.I.Bogina; on the international symposium «the Metaphor as a knowledge communication medium» (Perm, 2016).

Theoretical and practical positions of dissertational work are reflected in 11 scientific publications, five of which are placed in the editions recommended VAK the Russian Federation. Total amount of publications - 3,63 items of l.

Dissertation structure. The dissertation consists of the introduction, two heads, the conclusion, the bibliography consisting of 100 works of domestic and foreign researchers and the list of sources of an illustrative material.

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A source: ISAKOVA Elena Mihajlovna. RHETORICAL And METAPHORICAL ASPECTS of LANGUAGE of TOURISM (on a material of texts of educational and tourist brochures). The dissertation AUTHOR'S ABSTRACT on competition of a scientific degree of a Cand.Phil.Sci. Tver - 2017. 2017

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