Online Advertising of Education Services as Sociocultural Dialog of Russian Linguistic Culture

Abstract

The article deals with RuNet advertising of foreign language training from the point of linguistic culture and communication theory. Online advertising is a nationally-specific semiotic phenomenon. Language training ads can be analyzed both as a form of dialog communication and as a fragment of the national worldview. The analysis of foreign language schools’ sites revealed the organization principles behind their communicative environment, cognitive semantics, and culturally valuable content. The article introduces the mechanism of verbal and non-verbal coding that provides communication efficiency in these linguacultural conditions.

Keywords

• advertisement
• foreign language learning
• linguistic culture
• internet communication
• site
• communicative space
• dialogue
• values
• world-modeling