A Study On Utterances Of Advertising Slogans For Non-school Tutoring Centers

In the context of a knowledge society where consumerism is rampant,the non-school tutoring center,an educational form outside the school education system,is changing the learning and living conditions of modern people with a vigorous trend.Advertising slogan is the medium of communication of non-school tutoring centers with others.It not only performs the function of publicity,but plays an important role in spreading educational concepts and theory imperceptibly.However,most people are more willing to use the advertising slogans of off-campus training institutions as a business behavior,which has rarely attracted the attention of other fields except the economic field,especially the education field.Based on the methodology of text analysis and semiotic theory,this study collected 350 samples of advertising slogans from non-school tutoring centers.From the perspective of utterance,this study analyzes and investigates the representation,source and educational implications of the utterances of advertising slogans about non-school tutoring center by using the methods of text analysis,literature research and interview.Firstly,this study summarized seven categories of advertising slogans about non-school tutoring center by calculating and analyzing 350 samples of advertising slogan.It contains Points & Efficiency,courses & Classes,Masters & Experts,Price & Discount,Conception & Methods,Qualifications& Environment and Emotion & Concern.Secondly,tracing the origin of the utterance of the advertising slogan of the non-school tutoring center,it was found that the utterances of the advertising slogans refer to the discourse expressions in school education and marketing,and penetrated the complex social psychological factors.Besides,this study explores the mode of operation of knowledge marketing mechanism through analyzing the advertising slogans of nonschool tutoring centers.This study find that,in the mechanism,the fragmented organization order make it possible for people to sell the knowledge,so that non-school tutoring centers can control the price of curriculum by coding subtly.And they achieve the goal that is developing hidebound people using advanced learning,repetition training and other technical means for the score gap.Finally,this study analyzes the educational ecosystem in which there is a complex relational network between non-school tutoring centers,schools and families.Although non-school tutoring centers are full of the component of market,their true identity is a vassal of the school system.In family education,non-school tutoring centers have a dual nature,which not only discipline children and shape childhood,but also play a significant role in investment of education.Nonschool tutoring not only changes the running order of educational ecosystem,but also accelerates the reproduction of educational culture.The results of the study show that the utterances of the advertising slogans of non-school tutoring centers arises from the "metaphysical" language rules or consciousness systems that explain the "metaphysical" social relationship practice.They present the operational mode of the mechanism of selling knowledge,and reflect the confrontation and cooperation between different subjects such as non-school tutoring center,school,family and society.They depict the multidimensional cultural picture of the educational ecosystem.