Expressive means and stylistic devices usage for persuasion strategies realization (as exemplified in the British educational institutions websites)

Deberdeeva Elena, Pogromskaya Rimma, Ryaboshapka Maria

This paper studies the ways how to implement the strategy of persuasion used on the websites of British educational institutions. The main attention is paid to the use of stylistic devices and expressive means of language at different levels. The research has revealed the frequent use of adjectives in comparative and superlative degrees; adjectives with a high positive connotation; words and expressions that emphasize the uniqueness of the educational institution and its education; set expressions; metaphors; preference of the most expressive lexical units in the synonymous series; use of abbreviated names; words that create an association with home, comfort, friendly atmosphere; repetitions; adverbs that act as word amplifiers; interrogative and imperative constructions; comparisons; alliteration and so on.

Keywords:strategies of persuasion, expressive and emotional language means, stylistic devices, educational sites of Britain.