STUDY OF ADVERTISING TEXT OF EDUCATIONAL SERVICES: TERMINOLOGICAL ASPECT

The advertising discourse of the educational sphere has been studied in the terminological aspect. The important role of advertising in the field of education under the influence of external and internal factors has been proven. The essence of the concept of “advertising text of educational services” is considered. Definitions of two spheres of the term system – advertising and education, in particular the terms “advertising”, “advertising text” and “education” and “educational services” were analyzed. Special attention is paid to the meaning components of the term “educational services” as a legal, economic and pedagogical category. It was found that educational services in different terminology systems have the same content structure, which assumes the presence of the following components: the subject that provides educational services (institution of higher education, center, school, unit, courses, etc.); educational and scientific activity that provides educational services; the target audience that consumes these services (pupils, students, listeners); consequence and result of the joint activity of participants in the educational process (knowledge, skills, abilities). The impact of the content structure of the terms on the essence of the complex integrated concept “advertising text of educational services” is clarified, which will become key in further linguistic research. It was determined that “advertising text of educational services” is a text with a defined formal and content structure, which has a communicative and pragmatic focus on a certain target audience, provides positive information about the subject – the provider of educational services, characterizes these services and the result of their action. Important topics are highlighted in the projection on linguistic aspects of research, which correlate with relatively stable parts of the advertising text: title, slogan/advertising motto, descriptive part, final phrase-repetition. Each part has a spectrum of language means, a manipulative of different language levels, which are subordinate to the strategy of positivity and influence the consumer. Key words: advertising, advertising text, education, educational service, educational advertising, term, educational vocabulary.