Promotional videos to the russian language courses in online education
DOI: 10.23951/1609-624X-2023-4-68-75
Introduction. The growing popularity of online learning has led to the emergence of many online learning platforms and courses, which makes it difficult for students to choose them. Thanks to the promotional videos, the potential listener can quickly understand the benefits of a particular course among the many available options. There are differences between promotional videos on different online education platforms. These differences relate to the ways of presenting promotional and informational material. In this study, we set a goal of identifying the optimal linguistic techniques in the advertising support of the linguistic educational resources. During the study, a comparative analysis of Promotional videos on two platforms “Education in Russian” and “Stepik” was carried out. The factors that determine the differences in the Promotional videos are revealed. Firstly, both platforms have different requirements for authors. Secondly, platforms are distinguished by their format (pictures, presentations, and visual series). Differences in the format determine the stylistic difference between the texts presented in the videos. The authors use their speech elements of different language styles: book-written and colloquial. This is especially evident at the lexical level. Promotional videos on two platforms “Education in Russian” and “Stepik” act as a “navigator” in the course, making it easier for the listener to choose one or another suitable course.
Keywords: promotional video, platform, text, structure, style
References:
1. Demeshkina T. A., Stakanova T. K. Yazykovaya platforma kak instrument obucheniya russkomu yazyku kak inostrannomu [Language platform as a tool for teaching Russian as a foreign language]. Yazyk. Kul’tura. Obrazovaniye: sbornik materialov II Vserossiyskoy nauchno-prakticheskoy konferentsii [Language. Culture. Education: Collection of materials of the II All-Russian scientific-practical conference]. Omsk, Omsk State Pedagogical University Publ., 2021. Pp. 88–94 (in Russian).
2. Feshchenko L. G. Struktura reklamnogo teksta [The structure of the advertising text]. Saint Petersburg, 2003. 232 p. (in Russian).
3. Tyurina S. Yu. O ponyatiyakh reklamnyy diskurs i reklamnyy tekst [On the concepts of advertising discourse and advertising text]. Vestnik IGEU – Bulletin of the Ivanovo State Energy University, 2009, no. 1, pp. 75–77 (in Russian).
4. Platforma “Obrazovaniye na russkom” [Platform “Education in Russian”] (in Russian). URL: https://pushkininstitute.ru (accessed 12 November 2022).
5. Stepik (in Russian). URL: https://ru.wikipedia.org/wiki/Stepik (accessed 12 November 2022)
6. Platforma Stepik [Platform Stepik] (in Russian). URL: https://stepik.org/catalog (accessed 12 November 2022).
7. Marchuk N. Yu. Psikhologo-pedagogicheskiye osobennosti distantsionnogo obucheniya [Psychological and pedagogical features of distance learning]. Pedagogicheskoye obrazovaniye v Rossii – Pedagogical education in Russia, 2013, no. 4, pp. 78–85 (in Russian).
8. Gusev D. A. Osnovnyye printsipy effektivnogo postroyeniya sistemy distantsionnogo obucheniya [Basic principles of effective construction of a distance learning system]. Nauka i shkola – Science and School, 2014, no. 5, pp. 106–112 (in Russian).
9. Dobroselskiy V. V. Reklamnyy tekst: analiz, struktura [Advertising text: analysis, structure]. Filologicheskiy aspekt, 2015, no. 4, pp. 3 (in Russian).
10. Kara-Murza E. S. Prepodavaniye i izucheniye russkoy kommercheskoy reklamy v mediavuze [Teaching and studying Russian commercial advertising in a media university]. Medialingvistika – Medialinguistics, 2018, vol. 5, no. 1, pp. 97–109 (in Russian). DOI: 10.21638/11701/spbu22.2018.108
11. Makeyeva M. N. K voprosu o meste reklamy: stil’ vs diskurs [To the question of the place of advertising: style vs. discourse]. Vestnik Tambovskogo universiteta. Seriya: Gumanitarnye nauki – Tambov University Review. Series: Humanities, 2012, no. 5 (109), pp. 48–54 (in Russian).
12. Kokhtev N. N., Rosenthal D. E. Slovo v reklame [Word in advertising]. Moscow, Ekonomika Publ., 1978. 71 p. (in Russian).
13. Kokhtev N. N. Osnovy oratorskoy rechi [Fundamentals of oratory]. Moscow, Flinta Publ., 2013. 328 p. (in Russian).
14. Levchayeva N. V. Publichnoye vystupleniye kak effektivnoye sredstvo povysheniya kachestva obucheniya studentov [Public speaking as an effective means of improving the quality of student learning]. Mir nauki i obrazovaniya, 2015, no. 1 (1), p. 9 (in Russian).
15. Lomako A. P., Sudakova T. G. Yazykovyye osobennosti reklamnykh tekstov [Linguistic features of advertising texts]. Mir glazami molodykh. Studencheskiye chteniya: sbornik materialov Mezhdunarodnoy studencheskoy nauchno-prakticheskoy onlaynkonferentsii, 15 maya 2018 g. [The world through the eyes of the young. Student readings: collection of materials of the International Student Scientific and Practical Scientific Online Conference, May 15, 2018]. Kursk, Kursk State Medical University Publ., 2018. Pp. 149–154.
( 386.87 kB ) 
( 378.59 kB )
Issue: 4, 2023
Series of issue: Issue 4
Rubric: APPLIED LINGUISTICS
Pages: 68 — 75
Downloads: 220