SFL; language metafunctions; multimodal discourse analysis

Drawing upon the author?s long-term research into the generic features of university internet presentations the paper attempts to provide an insight into the ways universities employ multimodal elements to advertise the academic experience, research-informed teaching and research results, attracting prospective students. The research is anchored in the methodology of genre analysis (Martin, Iedema, Bhatia, Swales, Santini) and multimodal discourse analysis related to Hallidayan Systemic Functional Linguistics (Lemke, O?Halloran, Kress, van Leeuwen). The study aims to reveal the ways the interplay of the verbal, visual and audiovisual modes realizes the ideational, interpersonal and textual component of the discourse, how it conveys meanings and helps to achieve the communicative goals.