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This article examines the nature of the discourse of advertising. The focus is on the tourism advertising, which is directed towards the promotion of some product or service to the general public or travelers. The article, however, is not meant to exhaust all the aspects of this particular discourse, or present an answer to all the problems it poses. Rather, it aims at uncovering the basic, essential elements of the most pervasive, influential and inescapable discourse of the XXI century – the advertising text. It focuses on the interaction of language, image and layout, and tries to examine advertising persuasive strategies. Furthermore, it draws on various linguistic (particularly lingua-cultural and sociolinguistic) theories. It also tries to analyze the essential tools using in advertisement discourse. The emergence of lingua-culturology as a new holistic direction of linguistic research is a very significant phenomenon, which is quite consistent with the trends in the development of modern scientific knowledge. On the one hand, it became a kind of result of the development of philological research of the outgoing millennium. The nationally-marked vocabulary is used to indicate that it carries certain background country geographic knowledge, and causes the recipient to have certain associations. To solve the tasks and testing the hypothesis we carried out the following research methods: analysis of philosophical, linguistic, psycholinguistic, methodological literature; study and analysis of literature on the theory and practice of professional activity in the field of tourism; modeling; method of meaningful generalization. This article will support to expand the horizons and cultural level of advertisement discourse. It discusses the advertising texts, modeling the world of the addressee, positions the product as an integral part of this world.