Advertising image as an expression and standard synthesis (as shown by a material of tourist advertising)
The paper examines the advertising image, the verbal side of which is created with the help of stylistic means focused on drawing attention of the addressee. It is noted that “an expres-sion - the standard” constructive principle of mass media is reflected in images of technological by its nature advertising. It is established that integration of the standard and expression provides a necessary influencing effect, promoting formation of consumer audience.