Features of speech influence in advertising educational services on the Internet

Abstract

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.