Hybridity as a specific characteristic of advertising-tourism discourse

Contemporary advertising texts exhibit features of polydiscursivity. This study demonstrates the hybrid nature of advertising-tourism discourse, evaluating its communicative-pragmatic parameters and linguistic means. The research aims to prove the hybrid (or polydiscursive) nature of advertising-tourism communication, which arises from the interaction of its constituent discursive components. These components exist in a relationship of functional complementarity, where tourism and advertising communication serve as the discourse foundation, while media, presentational, and service discourses act as additional discursive components. The scientific novelty of the work is determined by the factualization of data proving the hybrid nature of advertising-tourism discourse, as well as the unexplored nature of this phenomenon. For the first time, the composition and functionality of the discursive components of advertising-tourism discourse are defined, contributing to the development of the Russian theory of discourse studies. The results of the scientific research highlight the significance of discursive components from the perspective of their pragmatic functions, which are realized in specific advertising genres and manifested in language.