სასტუმროს რეკლამა დისკურსის ანალიზის თვალსაზრისით (ინგლისურენოვანი ინტერნეტ მასალის საფუძველზე

The thesis examines general discoursal peculiarities of online hotel advertisements on the material of English.
The significance of the study lies in the fact that the given subgenre of advertisement – online hotel advertisement - is quite understudied linguistically, particularly in terms of discourse analysis, semantics, pragmatics and socio-semiotics. Moreover, there are no studies examining the relation between online hotel advertisements and reality. For the given purpose the thesis presents a contrastive analysis of online hotel advertisements and negative guest reviews on the corresponding hotels.
The aim of the study is to:
1. Determine the main purpose of the online hotel advertisement and explore verbal and non-verbal/ visual means employed for its actualization;
2. Reveal the main types of advertising realized in online hotel advertisements;
3. Single out the basic components of the advertisement text on the basis of textual analysis;
4. Identify the features of context (based on Hymes‘ contextual features) that determine discoursal peculiarities of the advertisement subgenre in question;
5. Examine the relationship between advertising and reality, by means of a contrastive analysis of online hotel advertisements and critical reviews written by hotel guests;
6. Analyze online hotel advertising in terms of Speech Act Theory (Searle‘s model, in particular);
7. Investigate this subtype of advertising from the perspective of socio-semiotics. Discourse analysis, linguistic pragmatics, Semantics, socio-semiotics as well as works on advertising form the theoretical basis of the study.
The scientific novelty of the research is as follows:
1. The main functions of online hotel advertisements have been stated; these are: providing potential consumers with factual information; attracting the reader's attention and influencing their choice; making the potential consumer perform a certain action (i.e. to book a room in the advertised hotel);
2. The types of advertising- informative, emotional, image and subconscious - realized in online hotel advertisements have been revealed;
3. Verbal and visual/ non-verbal means presented on the website (booking.com) whose synthesis is essential for efficient advertising have been investigated;
4. The relationship between online hotel advertisements and reality has been explored by using a contrastive analysis;
5. The study has shown that speech acts (assertives/ representatives; directives; expressives and commissives) evidenced in the online hotel advertisements are distributed in all the sections of the advertisement text, however, with different frequencies.