VERBAL FEATURES OF THE NIAGARA UNIVERSITY OF ONTARIO OFFICIAL WEBSITE

Abstract

The article raises a relevant study of university media discourse, and in particular verbal features that are used by website developers to achieve a positive image of the university. A study of the website of a foreign university located in Canada is conducted, since in recent decades the demand of applicants for foreign universities has been growing. As a result of the analysis, verbal features are identified at the lexical, grammatical and stylistic levels. The site often presents emotional vocabulary, stylistic devices, numerals, imperative verbs, possessive pronouns, imperative sentences. Thanks to these verbal means, the Niagara University website looks decent in the eyes of information consumers and meets the goal of attracting new potential applicants. These results will be useful to other universities that strive for a positive image on the educational market.