Abstract:

The article demonstrates an underdeveloped aspect of the study of advertising discourse namely the cultural and pedagogical aspect; it reveals a number of aspects of introducing advertising text into the practice of university teaching program of foreign languages on the example of French in its comparison with Russian.

The study considers lexical, grammatical, stylistic and rhetorical components of this type of texts, found their potential since the advertising text is not only an inexhaustible source of information, but also hides both linguistic and cultural layers. The article highlights the main issues of the study of advertising discourse, discusses the factual and connotative components of these texts and shows their interaction. The variant of consideration of advertising texts on the basis of their denotative-connotative content is presented.

The authors propose some points for the inclusion of advertising texts in the process of teaching French when compared with Russians at lexical, grammatical and stylistic levels. The article identifies unique and universal characteristics of the compared advertising texts at the level of content, design and construction. The authors try to attract advertising texts to the practice of the French university learning, to activate the development of the material being studied, to stimulate interest in the subject and to contribute to the development of thinking and speech-making.

Keywords:

University education, language education, linguistics, social advertising, advertising text, French language teaching, education.