NOUN IN THE TEXT OF EDUCATIONAL ADVERTISING: CONTENT ROLE AND INFLUENTIAL POTENTIAL

The article discusses the significance and function of nouns within the content structure of educational advertising texts, an under-explored area in advertising discourse. A myriad of socio-political factors that impact the evolution of education in a country (such as integration into the global educational framework, market economy influences, and changes in educational formats) have driven the commercialization of education. These factors have also fostered the development of advertising efforts by educational institutions and heightened the prominence of advertising texts for educational services.Advertising brochures, booklets of higher education institutions, flyers promoting faculties, departments, educational programs, and advertisements for professional-oriented schools and courses feature a categorization that includes a list or a systematized description. This necessitates the use of nouns in the nominative case, both common and proper nouns. In this context, nouns play a crucial role in ensuring the precision and comprehensiveness of the information, thereby serving as a convenient and informative resource for consumers.In the analysis, the lexical-grammatical class within the ‘education’ lexical-semantic field is segmented into various lexical-semantic groups and subgroups. The nouns of the main lexical-semantic groups convey meanings broadly categorized as names of educational institutions; professional orientations; individuals involved in the educational process; educational activities; quality and outcomes of education. The nouns of each subgroup are described, along with their primary functions as means of enhancing the informativeness of advertising and as markers of influence.It has been discovered that abstract nouns are productive, predominantly manifesting a positive image of the entity providing educational services. They reveal moral-ethical values and philosophical categories, which succinctly express the educational ethos of educational institutions.It is noted that a large number of nominalized verbs are used, which emphasize the action aspect – educational activities at various educational levels. In the lexical-semantic group describing the educational process, nouns from thematic groups of educational/pedagogical terminology predominate. The primacy of nouns in educational advertising discourse is confirmed, highlighting their pivotal role in shaping the advertising message, both in providing a rational component and in creating an emotional backdrop. In advertising texts, morphological units from various lexical-grammatical classes fulfill specific roles that align with the overarching advertising concept, necessitating their study and analysis in academic research.