Linguistic Means of Implementing an Advertising Campaign in the University Media Discourse

This article examines the linguistic means used for effective communication in university media discourse and for the implementation of advertising campaigns to attract the attention of potential students, members of the academic community and other interested parties. The authors analyse the specifics of linguistic expressiveness, semantics and structure of statements used in university media to promote academic programmes, research projects, cultural events and other aspects of university life. This paper describes a variety of linguistic techniques, such as the use of specific vocabulary, stylistic figures, as well as the peculiarities of covering topics in university advertising. The authors analyse media messages and online content of Oxford University and Chelyabinsk State University in order to identify the peculiarities of advertising campaigns of these universities. The article points out the importance of adapting linguistic means for different target groups, including potential students, their parents, etc.