The authoress analyses ecphrasis in the linguistic context of genological conception, rooted in the Bakhtin tradition. She treats it as a genre whose role is to consolidate the effects of communing with the work of art. Ecphrasis is analysed in the functional text, taking into consideration its dual dependency - on the type of a discourse (recreational tourism) and on a genre, whose ingredient it is (a guidebook). Its formal-compositional, stylistic, interactive features as well as the manner of conceptualisation of the object of art are dependent upon both contextual conditioning (the principles of discourse and a persuasive as well as instructional function of a guidebook) and the specificity of the touristy experience of the reality. The situation of an eyewitness inspection triggers an unusual game between a word and an object, between a 'tourist's eye' and 'a guidebook's eye', between subjective and cultural perception, between the competence with the expectations of a tourist and the strategies of ecphrasis.