The aim of this paper is to describe the lexical and discursive aspect of advertising messages of health tourism and sports. The approach will be pragmatic, semiotic and extralinguistic. The corpus has been made from brochures and tourism advertising websites in the fi eld of health tourism and sports to make a double analysis. On the one hand linguistic, by determining the type of terms, degree of specialization and existence of neologisms, on the other hand discursive, taking into account the stylistic strategies of the advertising argumentation to express the persuasion: the image and the context
