Marketing Communications of Education – Semantics’ Communicative Approaches
Marketing Communications of Education – Semantics’ Communicative Approaches
Author(s): Christo Kaftandjiev, Shyryn KurmanbayevaSubject(s): Social Sciences, Education, Media studies, Communication studies, Sociology, Theory of Communication, Higher Education , Sociology of the arts, business, education, Globalization, Sociology of Education
Published by: Национално издателство за образование и наука „Аз-буки“
Keywords: education; marketing; communicative approach; semiotics; semantics; intertextuality; meaning; denotation/connotation; satiation; invariant/ variant; zero morpheme; redundancy
Summary/Abstract: Education is a service and it fully obeys to the laws of marketing. Part of the efficient marketing is advertising and other marketing communications of educational institutions. The advertising of educational services is the main topic of this article. The authors analyse in the literary review some of the most important books and articles on marketing of educational institutions and their marketing communications. The second part of literature review explores the different communicative approaches in advertising of education, based on semantics’ concepts. Semiotics is the main research approach in the article. The authors analyse semantic concepts of intertextuality, meaning, denotation/ connotation, satiation, invariant/variant, zero morpheme, redundancy and some others not only as semantics’ concepts, but mainly as communicative strategies and approaches.
Journal: Стратегии на образователната и научната политика
- Issue Year: 27/2019
- Issue No: 4
- Page Range: 351-368
- Page Count: 18
- Language: English
- Content File-PDF