The Correlation of Evaluative and Emotional Components in the Semantics of “Settlement” Nominations

Our investigation is focused on the correlation of evaluative and emotional components in the semantics of tourism advertising discourse. A complex analysis including definitional, componential, discourse and corpus ones is elaborated to study the semantic structure of the tourism advertising discourse. Scholars of different schools I. Ling (2008), R. W. Hallett (2010), C. Thurlow (2010), A. Jaworski (2010), H. I. Panchenko (2011), L. D. Bozhko (2012), L. Y. Hovorunova (2013), N. V. Filatova (2014), V. V. Mykhailenko (2015) focus on various issues of tourism advertising discourse. TAD is a special type of discourse where verbal and nonverbal means aimed at persuading clients to buy the tourism products and services. The objective of our investigation is to define the role of the evaluation component in the lexical meaning of place names functioning settlement" nominations in the TAD printed matters, for instance, advertisements, brochures, commercials, etc. To attract clients' attention, to convince them to choose the very company the use of and to praise them of their right choice can be achieved by the intensifiers. Intensifiers viewed as semantically insignificant words where emotional meaning dominates over semantic one. Lexical intensifiers are focused on the strengthening of the meaning of the lexeme they combine with in discourse and partly lose own semantic meaning. The discourse register causes a shift of the meaning component in the lexical meaning of "settlement" nominations: original negative → neutral in the geographical discourse → positive in the TAD.