Advertising text of educational services: Linguistic and pragmatic aspects (based on Ukrainian and Chinese materials)

Abstract

The article discusses the linguistic features and pragmatic potential of advertising texts in the field of educational services. The most important factors that shape educational advertising have been identified, in particular, the specific object of advertising, an expressive target audience, the polycode character of the text and the types of advertising for strategic purposes. The features of the structure of advertisements for language courses as well as the semantic load of language units in terms of semantics and belonging to parts of speech in accordance with the elements of the repeating model of the advertising text are analyzed in detail. Language means also described. To expand upon the idea of this type of advertising text, Ukrainian and Chinese advertisements of language courses have been studied, with partiular reseach interest paid to the differences in the implementation of pragmatic potential at different language levels.