LINGUISTIC MEANS OF THE IMAGING IN THAILAND ADVERTISING FOR RUSSIAN TOURISTS
This article presents the linguistic means peculiarities creating the image of goods in Thailand advertising for Russian tourists based on the print and electronic media, as well as commercial broadcast, outdoor advertising and in-store media. The author focuses on the peculiarities of the Asian advertising, characterized by the highly-expressed emotionality, vividity in creating the goods image, unique oriental culture and aesthetics. It should be noted that advertising messages which do not recognize the ethno-cultural identity of the consumer audience are at risk of being ineffective. The study presents the author´s classification of advertising texts addressed to the Russian-speaking tourists. Visual and verbal representation of promotional products is evident in the imagery of goods and services in Thailand addressed to Russian tourists. Verbal promotional image is an important additional argument with a major influence on the target audience choice. Thus, the most productive linguistic means are: commercial names (Name), terms, epithets and metaphors, idioms and neophraseologism.