THE USE OF THE SOCIO-POLITICAL PHENOMENON BREXIT IN CREATING THE IMAGE OF BRITISH UNIVERSITIES
The paper discusses the features of the use of the social and political phenomenon of Brexit in order to create a positive image of the British university. The focus of the article is the study of the advertising discourse of higher education, namely, how the situation of exit of Great Britain from the European Union is used by higher educational institutions of Great Britain in order to create its positive image. The author reveals how such a topical event of the socio-political and economic life of the UK serves as a means of attracting target audiences to UK universities and turns into a kind of branding strategy. A British University web site is an open corporate information and image resource aimed at attracting target audiences to its content. Through the provision of information, the university attracts potential applicants wishing to use the educational services provided by this university. The article traces how, in addition to directly covering the events of the UK exit from the European Union, media texts posted on the websites of British universities postulate the relationship of educational and research activities of the university with Brexit, which serves as a means of attracting more partners, students and employees to universities.