Email this article Language attractions of the corporate website
- Authors: Baryshnikova G.V.1
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Affiliations:
- The Russian Presidential Academy of National Economy and Public Administration
- Issue: Vol 7, No 27 (2021)
- Pages: 377-383
- Section: РУССКИЙ ЯЗЫК
- URL: https://journal-vniispk.ru/2587-6953/article/view/302420
- DOI: https://doi.org/10.20310/2587-6953-2021-7-27-377-383
- ID: 302420
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Abstract
The research is aimed at identifying the role and determining the function of the text message header of the university’s corporate website. The work purpose is to consider and describe linguistic features of the corporate website texts nomination not only as one of the main structural components of its content, but also as a verbal unit that performs an attractive function for the addressee and at the same time positioning function of the university in the educational market. We attempt to define the notion of “language attraction” and its pragmatic setting. The texts’ headlines are analyzed in term of grammatical diversity, lexical content, semantic positioning, emotive content and argue the point of view that they act as translators not only of information about the university’s activity content, but also attracts the university positioning in the segment of educational institutions.
About the authors
G. V. Baryshnikova
The Russian Presidential Academy of National Economy and Public Administration
Author for correspondence.
Email: barychnikova@bk.ru
ORCID iD: 0000-0003-4823-6453
Candidate of Philology, Associate Professor of Linguistics and Intercultural Communication Department
82 Vernadskogo Ave., Moscow 119571, Russian FederationReferences
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