Linguistic and pragmatic features of educational organizations advertisements in media communication

Abstract

In modern Internet communication, various spheres of actual speech interaction are represented, including the field of education: users offer each other certain educational courses, agree on a convenient form of communication, evaluate the expected learning outcomes, etc. The study examines the advertisements of educational organizations as a form of media communication. The concept of a promotional text is given, as well as its differences from traditional advertisements are highlighted. The purpose of the study is to analyze the linguistic and pragmatic features of the educational organizations ads construction. The academic novelty of the research lies in the comprehensive description of the features of the construction of texts promoting educational services. A chart is proposed that includes three levels: linguistic, pragmatic and sociodiscursive. Thus, a comprehensive analysis of the adverticements of educational organizations is carried out. As a result, it was found that the distinctive features of the mechanism for promoting educational services in this form of media communication are determined by a number of factors: the analyzed ads highlight the linguistic means characteristic only for them, pragmatic features, as well as the repertoire of social roles in which communication participants act, and scenarios for their distribution.