Abstract:

Russia is seen as very socially and culturally heterogeneous country. Ethnic and cultural diversity have historically been its key features. Nowadays the situation has not changed: approximately 80,9 % of the population are Russians, the remaining 19,1 % are representatives of more than 190 other nationalities. In present-day Russia the ethnicity and cultural identity is also determined by the constant flow of international and interregional migrants. At the same time, migrants remain representatives of ethnic and religious minorities on the territory of Russia. In 2020, in order to facilitate their integration into the host society, Russian government launched several projects aimed at teaching labor migrants the Russian language, as well as the basics of legislation and the history of the Russian Federation. The aim of this paper is to consider linguopragmatic potential of education-related advertising campaigns targeting migrants in which ad makers attempt to inform, update, or persuade them to engage in training. The research is based on a corpus of ads in Russian-language environment (TV, Internet, specialized magazines, outdoor advertising) in 2020. The total number of ads is 580. The study investigated the data from the perspective of the theory of discourse, pragmatics and psychosemantics. The methods of observation, description, interpretation, sampling and quantitative data collection techniques were applied. The analysis shows that creative and professional education-related ads proved to be a pragmatically effective tool: labor migrants are more interested in special training and starting to consider it as an indispensable first step in fair and effective integration in Russian society.

Keywords:

Migrants, education, russian language, advertising.