COMMUNICATIVE DIMENSIONS OF EDUCATIONAL MARKETING DISCOURSE: A CONCEPTUAL AND PRAGMATIC EXPLORATION
COMMUNICATIVE DIMENSIONS OF EDUCATIONAL MARKETING DISCOURSE: A CONCEPTUAL AND PRAGMATIC EXPLORATION
Author(s): Irena Ciobanu, Daniel DejicaSubject(s): Social Sciences, Language and Literature Studies, Economy, Education, Applied Linguistics, Sociolinguistics, Higher Education , Marketing / Advertising
Published by: Editura Politehnica
Keywords: Promotional interpersonalization; educational marketing discourse; speech act theory; multimodal analysis; institutional communication; audience engagement;
Summary/Abstract: This article explores the communicative architecture of educational marketing discourse, focusing on how higher education institutions construct relational proximity, institutional ethos, and audience engagement through strategic language use. Drawing on speech act theory, politeness frameworks, metadiscourse analysis, and multimodal discourse theory, the study examines how universities perform relational work and simulate dialogic exchange in promotional texts. It introduces the concept of promotional interpersonalization to describe the strategic use of conversational tone, inclusive language, and dialogic structures aimed at humanizing institutional voice. The article also considers platform-specific adaptation and the integration of visual-verbal resources in digital environments. By foregrounding the pragmatic and multimodal dimensions of educational marketing, the study proposes a conceptual framework for analyzing promotional discourse as a dynamic act of interaction, persuasion, and identity negotiation.
Journal: Professional Communication and Translation Studies
- Issue Year: 2025
- Issue No: 18
- Page Range: 91-97
- Page Count: 7
- Language: English
