The image-concept “Homo Viator” in tourist advertising narrative

The research aims to determine the features of the representation of the image-concept “Homo Viator” in tourist advertising narrative. The scientific novelty of the work is justified by the statement of the problem: the consideration of the image-concept “Homo Viator” in tourist advertising narrative has not been previously undertaken. The novelty is also determined by the fact that the cognitive and communicative strategies of the image-concept “Homo Viator” that are actualized by tourist advertising narrative have been identified for the first time. The article examines various interpretations of the term “Homo Viator” by scholars, as well as interpretations of “concept” and “image”, and provides the author’s understanding of these notions. As a result of the research, we have identified the semantic content of the image-concept “Homo Viator” and its linguistic explication. The semantic content of the image-concept “Homo Viator” is represented by communicative-cognitive strategies: recreational, entertainment, educational, developmental strategies, strategies of self-affirmation, goal achievement and success, affiliation, value-oriented strategies, and many others, i.e., strategies for introducing the potential consumer of the service to Russian cultural and recreational heritage. The linguistic explication of the image-concept “Homo Viator” is represented by lexical-syntactic means: stylistically marked lexical units (tropes and figures of speech) and stylistically unmarked lexical units (analogy, description, symbol, etc.).