About this paper

Appears in:
Pages: 9833-9837
Publication year: 2019
ISBN: 978-84-09-12031-4
ISSN: 2340-1117
doi: 10.21125/edulearn.2019.2449

Conference name: 11th International Conference on Education and New Learning Technologies
Dates: 1-3 July, 2019
Location: Palma, Spain

ADVERTISING TEXT IN THE SPACE OF UNIVERSITY LINGUISTIC EDUCATION

I. Balabanova1, T. Kalegina1, N. Titova2, M.S. Lukina1

1Kazan Federal University (RUSSIAN FEDERATION)
2The Russian Presidential Academy of National Economy and Public Administration. Institute for Social Sciences (RUSSIAN FEDERATION)
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.
@InProceedings{BALABANOVA2019ADV,
author = {Balabanova, I. and Kalegina, T. and Titova, N. and Lukina, M.S.},
title = {ADVERTISING TEXT IN THE SPACE OF UNIVERSITY LINGUISTIC EDUCATION},
series = {11th International Conference on Education and New Learning Technologies},
booktitle = {EDULEARN19 Proceedings},
isbn = {978-84-09-12031-4},
issn = {2340-1117},
doi = {10.21125/edulearn.2019.2449},
url = {http://dx.doi.org/10.21125/edulearn.2019.2449},
publisher = {IATED},
location = {Palma, Spain},
month = {1-3 July, 2019},
year = {2019},
pages = {9833-9837}}
TY - CONF
AU - I. Balabanova AU - T. Kalegina AU - N. Titova AU - M.S. Lukina
TI - ADVERTISING TEXT IN THE SPACE OF UNIVERSITY LINGUISTIC EDUCATION
SN - 978-84-09-12031-4/2340-1117
DO - 10.21125/edulearn.2019.2449
PY - 2019
Y1 - 1-3 July, 2019
CI - Palma, Spain
JO - 11th International Conference on Education and New Learning Technologies
JA - EDULEARN19 Proceedings
SP - 9833
EP - 9837
ER -
I. Balabanova, T. Kalegina, N. Titova, M.S. Lukina (2019) ADVERTISING TEXT IN THE SPACE OF UNIVERSITY LINGUISTIC EDUCATION, EDULEARN19 Proceedings, pp. 9833-9837.
User:
Pass: