Image forming speech tactics in the advertising and educational discourse (case study of the newspaper «Poisk»)

The paper deals with the peculiarities of an image educational discourse. First of all, this work includes a brief characteristic of this type of discourse: the character of an addressee and an addresser, the purpose of communication. In addition, the paper describes the speech tactics of creating an image of a university within the strategy of self-presentation realized in specialized press. In this case the image of the university is considered as an important part of the image of the city. In the paper the speech tactic of creating an image in advertising and educational discourse are presented in correspondence with the frequency of their usage in the analyzed texts. The most popular tactics for this type of discourse are: «famed image», «expert opinion», «statistics», «geography», «past, present and future» and «motive of top ranking» They allow the senders to present Tomsk universities as research centers with a worldwide reputation, capable of cooperating with corporations and industrial enterprises at different levels, of meeting their need for new materials, technologies and skilled staff. The rarest tactics for this discourse are «comparison», «work with the presupposition» and «improvement in the quality of life». However, each of these tactics plays an important role in creating the image and can function both alone and in combination with others.

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