Language of internet advertisement (on the example of advertisements of higher education institutions)

Abstract

Internet advertising is a genre of expression belonging to the wider media discourse. According to the oldest Polish definition, advertising is recommending the public, praising the trade objects, products of art, etc., by unusual, eye-catching advert, original posters, brochures, signs and other ways of drawing attention and public interest. Nowadays, the meaning of the term has expanded its borders and refers to the persuasive impact on the customer, in order to attract and persuade them to choose the product being advertised. The structure of online advertising in higher education includes: university logo, header, content, basic information about the university, news from the universities and photo gallery. Online advertising of a higher education institution is information which is connected to a persuasive message. Internet advertising language is used primarily to urge prospective students to choose the advertised university.