Söylem Filoloji Dergisi

Öz

Concise texts such as slogans, which aim to quickly convey the vision and perspective of an organisation or brand, contain as striking, memorable, persuasive, necessary and important expressions as possible. Universities are the last step of educational institutions that represent the perspective and vision of a country and facilitate individuals to gain identity in society. Analysing the slogans that universities adopt as their motto and prefer to appear to the masses in the first place undoubtedly provides information about the function and purpose of the country in the field of education. This study aims to discursively analyse the slogans of universities in Turkey and Russia based on the above-mentioned issues and to compare the focal themes emerging in the field of education. 148 slogans of Turkish and 113 slogans of Russian universities were selected as the subject of our study. The majority of the slogans are composed of adjective phrases and word groups, with very simple sentence structures. It is possible to group slogans containing compressed information in three forms: a. in the form of the word, Guarantee. Trust. Success. (Moscow State Management University, Гарантия. Уверенность. Успех.) or Reason. Morality Justice. Adap. (Cappadocia University); b. in the form of a lexical group, Classical University-Classical Choice (Ulyanovsk State University, Классический университет – классический выбор); or the sun of science of the Republic (Ankara University); c. in the form of a sentence, Science is learning the truth and enlightenment of the mind (Moscow State University) or Being a veteran is a privilege (Gazi University). In addition to this, it is seen that the connotative fields are expanded with word games as well as metaphorical and metonymical uses. It is seen that abbreviations are used especially in the slogans of Russian universities, while this is not preferred in Turkish university slogans. As a result of the discourse analysis, conceptual field expressions are obtained within the scope of university slogans in Turkey and Russia. Although there is a universal and common concept area in the field of education, it is seen that university slogans are shaped according to the scope of education given, the geological location of universities, world views and ideologies.