Teaching reading English advertising texts in the cultures dialogue context

Relevance. The relevance of the article lies in the fact that the linguistic approach to teaching reading advertising texts is considered taking into account the socio-cultural information contained in them.

Goal is to substantiate the need to develop techniques for working with foreign advertising texts, taking into account the cultural orientation of the educational process in foreign languages.

Procedure and methods. To achieve this goal the following theoretical methods were used: analysis of pedagogical and methodological literature; description of the experience in developing a system of step-by-step skills forming related to the language units understanding and the ability to establish semantic relationships between the advertising text elements in practical English classes.

Scientific novelty/theoretical and/or practical significance lies in the carried out analysis, confirming the importance of the relationship between improving the foreign advertising texts reading skill and the students’ communicative competence development in the cultures dialogue context. The experience described in the article can be applied by teachers of both non-linguistic and linguistic universities when working with foreign language advertising texts.

Results. The authors of the article arrived at the conclusion that in order to develop the ability to analyze foreign language professional oriented texts, a socio-cultural approach, expressed in the selection of pragmatic authentic texts, including advertising texts, is needed. The presented methodological methods of organizing work with advertising texts are aimed at overcoming difficulties in mastering a foreign language information and will allow students to develop the ability to understand printed foreign-language products.

Conclusions. Linguistic analysis of English advertising texts contributes to the development of the ability to conduct cultural research of these texts as a cross-cultural communication means, forms the texts information critical comprehension skill and the communicative interaction ability with native speakers of the studied language.  

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