Communicative and pragmatic potential of toponymic epithets in forming the image of a destination in advertising tourism narrative

The present study is conducted on the basis of integrating several scientific linguistic approaches: a linguo-cognitive approach, within the framework of which the mechanism of meaning formation, including figurative meanings, is studied; a linguo-semiotic approach in terms of the semiotization of the situation; and a linguo-stylistic approach from the perspective of the functioning of various types of figurative language means. The aim of the work is to substantiate the role of toponymic epithets as a means of forming the image of a destination in advertising tourism narrative. The scientific novelty of the work is determined by its contribution to the study and systematization of toponymic epithets as a means of forming the image of a destination in advertising tourism narrative, which has not been previously undertaken in scientific research regarding this type of text. The article provides a generalized analysis of approaches to the study of the epithet, its structural models, and typologization. As a result of the study, it was established that toponymic epithetization in advertising tourism narrative is realized according to the parameters of the surface type, as well as within most conceptual and thematic areas. It is noted that the disclosure and actualization of toponymic epithets are explicated through the use of a multitude of figurative and expressive means in advertising tourism narrative texts, which potentially forms the image of the destination for the recipient.