It is proposed to determine the overall level of economic activity of hospitality enterprises through complex indicators of effectiveness: index of final results of economic activity, index of resource use that express the change in the relative level of economic efficiency for the period under study. The reference value of the indicator of efficiency of economic activity of the enterprise is taken as 100%, as the best result at which economic activity is effective, is at a high level, and the set goals are achieved. On the basis of the obtained data with the help of cluster analysis, the ranges of efficiency of economic activity are allocated and the distribution of hospitality enterprises by efficiency in the distribution matrix for 2016-2019 is made. As a result of the study of economic activity of hospitality enterprises and evaluation of the effectiveness of their economic activity, it is found that in general, for the period 2016-2019 the efficiency of economic activity of hospitality enterprises is determined in relation to low indexes of final results of economic activity and use of resources (both less than one), so it is impossible to make a conclusion about the overall positive picture of enterprises.

The current article presents an attempt to provide the definition of advertising slogan as no uniform definition of the slogan exists in scientific literature. The article also gives the definition and analysis of language of advertising from linguistic point of view and specifies linguistic means used in advertising texts. The paper describes the use and purpose of linguistic devices in print advertising. The body of 100 English advertising slogans chosen for the analysis on the random basis were divided into three groups with the focus on the language and rhetorical devices used in them. The most and least often used figurative language, sound techniques and rhetorical devices were identified.