{"id":61282,"date":"2019-08-08T17:00:35","date_gmt":"2019-08-08T14:00:35","guid":{"rendered":"https:\/\/azbuki.bg\/?p=61282"},"modified":"2025-08-04T16:43:42","modified_gmt":"2025-08-04T13:43:42","slug":"marketing-communications-of-education-semantics-communicative-approaches","status":"publish","type":"post","link":"https:\/\/science.azbuki.bg\/en\/uncategorized\/marketing-communications-of-education-semantics-communicative-approaches\/","title":{"rendered":"Marketing Communications of Education \u2013 Semantics\u2019 Communicative Approaches"},"content":{"rendered":"<p><strong>Shyryn Kurmanbayeva <\/strong><\/p>\n<p><em>Kazakh Humanitarian Law Innovative University (Kazakhstan)<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Christo Kaftandjiev <\/strong><\/p>\n<p><em>University of Sofia (Bulgaria)<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Abstract. <\/strong>Education is a service and it fully obeys to the laws of marketing. Part of the efficient marketing is advertising and other marketing communications of educational institutions. The advertising of educational services is the main topic of this article. The authors analyse in the literary review some of the most important books and articles on marketing of educational institutions and their marketing communications. The second part of literature review explores the different communicative approaches in advertising of education, based on semantics\u2019 concepts. Semiotics is the main research approach in the article. The authors analyse semantic concepts of intertextuality, meaning, denotation\/ connotation, satiation, invariant\/variant, zero morpheme, redundancy and some others not only as semantics\u2019 concepts, but mainly as communicative strategies and approaches.<\/p>\n<p><em>Keywords: <\/em>education; marketing; communicative approach; semiotics; semantics; intertextuality; meaning; denotation\/connotation; satiation; invariant\/ variant; zero morpheme; redundancy<\/p>\n<p>&nbsp;<\/p>\n<a href=\"https:\/\/science.azbuki.bg\/en\/member-login\/\">Log in to read the full text<\/a>","protected":false},"excerpt":{"rendered":"<p>Shyryn Kurmanbayeva Kazakh Humanitarian Law Innovative University (Kazakhstan) &nbsp; Christo Kaftandjiev University of Sofia (Bulgaria) &nbsp; Abstract. Education is a service and it fully obeys to the laws of marketing. Part of the efficient marketing is advertising and other marketing communications of educational institutions. The advertising of educational services is the main topic of this [&hellip;]<\/p>","protected":false},"author":124332423427287,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"subtitle":"","format":"standard","video":"","gallery":"","source_name":"","source_url":"","via_name":"","via_url":"","override_template":"0","override":[{"single_blog_custom":"","parallax":"0","fullscreen":"0","sidebar":"","second_sidebar":"","sticky_sidebar":"0","share_position":"","share_float_style":"","show_share_counter":"0","show_view_counter":"0","show_featured":"0","show_post_meta":"0","show_post_author":"0","show_post_author_image":"0","show_post_date":"0","post_date_format":"","post_date_format_custom":"","show_post_category":"0","show_post_reading_time":"0","post_reading_time_wpm":"","show_post_tag":"0","show_prev_next_post":"0","show_popup_post":"0","number_popup_post":"1","show_author_box":"0","show_post_related":"0","show_inline_post_related":"0"}],"override_image_size":"0","image_override":[{"single_post_thumbnail_size":"","single_post_gallery_size":""}],"trending_post":"0","trending_post_position":"","trending_post_label":""},"jnews_primary_category":{"id":""}},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Communications of Education \u2013 Semantics\u2019 Communicative Approaches - \u0410\u0437-\u0431\u0443\u043a\u0438<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newspaper.azbuki.bg\/en\/uncategorized\/marketing-communications-of-education-semantics-communicative-approaches\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Communications of Education \u2013 Semantics\u2019 Communicative Approaches - \u0410\u0437-\u0431\u0443\u043a\u0438\" \/>\n<meta property=\"og:description\" content=\"Shyryn Kurmanbayeva Kazakh Humanitarian Law Innovative University (Kazakhstan) &nbsp; Christo Kaftandjiev University of Sofia (Bulgaria) &nbsp; Abstract. Education is a service and it fully obeys to the laws of marketing. Part of the efficient marketing is advertising and other marketing communications of educational institutions. 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