POSITIONING STRATEGY IN THE GENRE OF UNIVERSITY PROSPECTUS (A CASE STUDY OF PROSPECTUSES OF BRITISH UNIVERSITIES)
Journal Title: «Вчені записки Таврійського національного університету імені В. І. Вернадського. Серія: Філологія. Соціальні комунікації» - Year 2018, Vol 29, Issue 2
Abstract
The article presents the results of the communicative-pragmatic analysis of the genre “university prospectus”. In particular, attention is focused on studying the actualization of the positioning strategy and its communicative tactics: value orientation and differentiation. The author analyzed the linguistic means of realization of the mentioned above tactics and checked the results of the research using the statistical method. The lexical units with the help of which the positioning strategy was implemented were analyzed, and the usage of linguistic means was calculated. It is postulated the idea of active influence of language on the consciousness of the addressee.
Authors and Affiliations
С. С. Давидович
Keywords
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- EP ID EP502933
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