Specifics of the functioning of the metaphor in the texts of the tourist advertisement (based on the German and Russian languages)

The article deals with the dominant metaphors with the powerful expressive potential taking part in the formation of the attractive image of the tourist region and encouraging its efficient promotion in the market of the tourist products. The comparative analysis of the linguistic means of the representation of the conceptual metaphors allowed to reveal the general and the different in the figurative representations and associations of the native speakers of the German and Russian languages.