Stylistics of headlines in advertising texts of admission campaigns through the prism of emotional intelligence (accounts of Chinese universities on the Weibo media-platform)

Abstract

Stylistic features of headings in advertising texts posted in the official accounts of Chi-nese universities on the Weibo Internet platform are analyzed in the context of ideas about emo-tional intelligence. The main research method is a content analysis of cases collected from the ac-counts of the top ten Chinese universities, selected according to the results of the Weibo University Influence Ranking announced by “WeiboCampus” in February 2023, as a result of selecting advertising titles of admission texts for the keyword “Admission” from June 2022 to January 2023, and analysis of the linguistic stylistic means of these headings. Based on the generalization of the characteristics of style means used in the headlines of university advertising texts on new media platforms, their significance and effective potential in terms of the formation of emotional attractiveness in the network media space are revealed. The results show that network communication determines the significance of the emotional mode realized with the help of stylistic devices that are used in the headlines of university advertising texts. It is concluded that the colloquial manner, Internet slang, language play, components of non-verbal communication, as well as the use of certain syntactic structures make the style of headings casual and witty, and this, in turn, contributes to emotional rapprochement with the audience, improves the quality of communication and ultimately leads to to a better understanding of information.