No abstract

This work is dedicated to the 20th anniversary of advertising education in the Tambov region. In 2003, TSU named after G.R. Derzhavin carried out the first students enrollment in the specialty “Advertising”, while other universities in the region implemented the specialty “Public Relations”. The work presents a retrospective of advertising education at Derzhavin University, which periodization is built on the basis of “belonging” to the educational department of the university, and the actual specifics of the educational process are characterized. The main results in the field of teachers publication activity involved in the implementation of educational programs of bachelor’s and master’s degrees are outlined, the most striking strokes of scientific, grant, and competitive activities of students are presented. Attention is paid to the specifics of career guidance work in the direction of “Advertising and Public Relations”, aimed at popularizing the professional sphere among schoolchildren. For 20 years of training specialists in advertising and public relations field, Derzhavin University has developed traditions that unite teachers, students, graduates, representatives of the professional industry (“Nedelya reklamy”, “Neformal’nyi klub vypusknikov #ReklamaTGU”).

Modern universities function in a highly competitive environment (for applicants, for teachers and scientists, for funds from various sources, etc.). In the context of globalization, competition is reaching the global level even for regional universities. Competition is also treated as a struggle for attention of different target audience segments. Corporate culture of an educational institution, a positive image and a recognizable brand are understood as additional competitive advantages. Universities are actively turning to marketing communications tools as well as modern marketing concepts that have proven their performance in the commercial sector. The latest marketing concepts focus attention on orientation customer, ensuring a long-term and mutually beneficial relationship between customers and brand. In particular, the concept of experience marketing emphasizes the need to establish a strong emotional connection between brand of educational institution and its audience. Another area, applicable to the field of the higher education and educational services promotion, is related to the management of customer experience, which is formed on the basis of various “points of contact” between brand and its audience. In connection with the mediatization of university’s activities and strengthening of its presence in social networks, another important direction is the brand reputation management of educational institution.

We considered modern problems of career guidance at the university. Competition between universities for applicants (both quantitative and qualitative) makes it necessary to review the content of career guidance work. Universities have to become a center for career guidance with schoolchildren along with other interested persons (parents, employers, school). As a basis, we considered a level model of career guidance work (career guidance at the level of a university, institute/faculty, department, training/educational program directions), focused attention on the level of the educational program. We described the experience of career guidance work in “Advertising and Public Relations” Programme at Derzhavin Tambov State University. Students of schools and colleges are offered the project "School of the Young Advertiser", offering lectures and master classes from teachers and practitioners aimed at popularizing the professional areas of the advertiser and public relations specialist. As part of the regional project “Professions in Detail”, professional tests “Advertiser – Profession of the 21st Century” and “Modern PR Player” are offered for students in ninth grades.

The relevance of this work is as follows – the studies conducted in this field reflect the fact that the language of advertising is quite rich, especially structural components. The unity of verbal, graphic, audiovisual aspects is an integrity that can somehow be represented in the form of a text message. The object of the study is the language of advertising, the subject of the study is what is its influence on the structural features of advertising texts. Formulating the objectives of the study, it is fair to ask such questions: what is advertising in principle? What is the language in which it “speaks”? And what are its forms and structural features? Is the difference in advertising texts significant by type of communication, etc. The objectives of the study are to visually reflect the role of the presence of advertising in modern times, to understand the basic terminology, to highlight what goals the advertising text pursues, to establish what are the structural features of various advertising texts. The research methods in this scientific work are theoretical and scientif-ic-literary analysis, bibliographic analysis of conference collections and materials posted on the Internet. The analyzed information of scientific literature made it possible to draw a theoretical conclusion – the structural features of such PR-texts as a press release, an advertising interview, a background, and the practical conclusion of this research work are revealed – an applied opportu-nity to use the generalized material of this work.