Techniques of speech influence in the final part of the promotional video for online courses

Abstract

Due to the growing number of online courses, authors have to use more and more speech impact techniques in promotional videos to attract listeners and induce them to take action. Advertising video, being an independent speech genre, having a stable composition and certain content, as well as a set of specific linguistic features, requires special study. The aim of the study is to identify the optimal linguistic techniques of RW in the final part of the promotional video for online courses accompanying linguistic educational resources. 117 promotional videos for Massive Open Online Courses in Russian language posted on the open platform were used for the analysis. The main methods and techniques used are: the method of scientific description and stylistic and contextual analysis. The techniques used in the final part of the speech were singled out, their quantitative analysis was carried out: 1) invitation of the listener to the course, 2) appeal to the goal of the listener or the goal of the online course, 3) appeal to quotations, 4) generalizing conclusion, 5) humorous ending, 6) advice for listeners, 7) containing a call to action, 8) farewell. The scientific novelty of the study lies in the fact that 1) for the first time the promotional video for online courses is considered as a complex communicative discourse, i.e. the synthesis of advertising and educational discourse; 2) for the first time the methods of speech impact in promotional videos for online courses are studied. Promotional videos for online courses presented on the platform "Education in Russian" contain a certain set of RW techniques, mainly used in the final part of the video and characterized by a specific set of linguistic means (mainly verbs) that can be embodied in the speech genres of "Advice" and "Wishes".