THE INCLUSION OF THE CULTURAL COMPONENT OF THE STATEMENT AS A WAY OF APPEALING TO THE TARGET AUDIENCE IN THE PROMOTION OF FOLK ART (ON THE EXAMPLE OF TAVOŽSKÁ POTTERY, S.R.O.)
The Sverdlovsk region has been famous for its craftsmen and craftsmen since ancient times. Arts and crafts (NCP) play a significant role in promoting the territory as a tourist center of Russia. In this article, the cultural component of the statement is subjected to a comprehensive study, manifested in the connotatively colored vocabulary of articles presented in the "Regional newspaper". The subject of study is cultural connotations as a means of appealing to the target audience to promote Tavolozhskaya Ceramics LLC. In accordance with the task in hand, a content analysis of 10 publications about the company was carried out in Oblastnaya Gazeta. At the same time, the information reasons for journalistic texts were identified, as well as their cultural connotations. Having analyzed the articles, the authors come to the conclusion that the use of vocabulary with cultural connotations is clearly not enough to attract the target audience to the NCP and work with it. The authors propose their own vision of the principles of using culturally colored vocabulary in order to form a positive image of the brand of Tavolzhskaya Keramika LLC and the Sverdlovsk Oblast as the territory of the NCP. The authors present their variants of header complex and advertising and information text based on the use of culturally marked vocabulary appealing to the target audience of tourists.