title: Features of speech influence in advertising educational services on the Internet
metadata.name: dc.contributor.author
metadata.value: Sergeeva, Elena V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Vu, Hong Ngok
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2021-04-21T09:21:54Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2021-04-21T09:21:54Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2021-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Sergeeva, E. V., Vu Hong Ngok. (2021). Features of speech influence in advertising educational services on the Internet. Media Linguistics, 8 (1), 71–82.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu22.2021.106
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/28122
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The article is devoted to the features of speech influence in online advertising of educational
  services. Educational advertising is a type of advertising aimed at promoting educational services,
  which aims to form the addressee’s belief in the need to use the services of the advertised
  educational institution. It is argued that the specificity of pedagogical advertising discourse is
  determined by the goal setting, the importance of the offer to the recipient, the characteristics
  of the advertised object and the difficulty of carrying out manipulative influence due to the
  verifiability of the result. Informational, admonishing, and reminiscent ads are highlighted.
  Pedagogical advertising is characterized by specific features of methods of speech influence
  and manipulative tactics. Among the methods of speech influence, the most effective is the
  method of persuasion. No less important is the role played by the methods of inducement,
  suggestion and imitation. A characteristic feature of educational advertising is the active use
  of logical arguments when creating arguments. Using emotional arguments helps to increase
  the impact of an advertisement’s message. By influencing consumer’s emotions, the addresser
  offers not only educational services, but also positive emotions. When building an emotional
  argument in educational advertising, emotional and emotional-evaluative vocabulary is used
  primarily to arouse positive emotions associated with an educational institution in the recipient.
  It has been determined that the most frequent means of speech influence in pedagogical
  advertising are positive evaluative vocabulary and vocabulary with emotional and expressive
  coloring, a verb in the imperative mood, rhetorical means of expression, and above all
  tropes and figures. The article reveals that advertising texts in the educational sphere have
  a large number of expressive syntactic constructions and rhetorical figures (first of all, repetition,
  question-answer constructions, rhetorical appeal, rhetorical exclamation, antithesis).
  Manipulative speech influence in educational advertising is not frequent. In the pedagogical
  advertising text, two main manipulative tactics are distinguished: manipulations based on
  weaknesses and manipulations based on needs.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Media Linguistics;Volume 8; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: advertising educational services
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: advertising of the pedagogical sphere
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: speech influence
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: manipulation
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: argumentation
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: rhetorical means
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Features of speech influence in advertising educational services on the Internet
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 71-82.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/28122/1/71-82.pdf
resources.format: Adobe PDF
resources.size: 659,91 kB