PROFESSIONAL ADVERTISING DISCOURSE IN ENGLISH IN THE PERCEPTION OF RUSSIAN-SPEAKING RESPONDENTS

Abstract

The article deals with an issue of perception of verbal and visual means of influence of English-language advertising on the Russian-speaking audience. English-language advertisements of US universities are chosen as the material, which are potentially designed for applicants whose native language is not English. The pragmatic parameters of advertising messages include graphic, visual and gestural features of the presentation of commercials and advertising posters, the visual presentation of universities and educational programs. The analysis of advertising posters of American universities shows that mainly typical images of students are exploited – young people, in compliance with the principles of gender and racial equality. Typically, the content side of the advertising poster is represented by the image of students during their studies or already at graduation in gowns and confederates and a description of educational programs and their benefits. Video clips are presented with more diverse plots: life stories, various plots are shown. The survey shows that ads with a bright visual range and non-standard text composition deserve a positive assessment, but this has a minimal effect on the identifiability of advertised brands.