VALUE-ORIENTED FUNCTION OF ADVERTISING IN FOREIGN LANGUAGE TEACHING AND LEARNING

T. Kalegina1, I. Balabanova1, N. Titova2

1Kazan Federal University (RUSSIAN FEDERATION)
2The Russian Presidential Academy of National Economy and Public Administration (RUSSIAN FEDERATION)
Currently, advertising actively introduces into the mass consciousness a certain mostly pro-Western model of behavior that goes beyond its economic function and acts as a translator of sociocultural values, in connection with which the problem of this article becomes relevant. The purpose of this research is to analyze the linguistic and cultural studies of advertising texts in French and Russian in a comparative perspective in order to identify the priorities of these actively contacting societies.

The main aspect of this study allows us to consider the problem from a linguistic point of view and to identify linguistic means that have both a positive and undesirable impact on the mass audience, primarily the youth audience.

The main results of the study should be considered as the establishment of socio-axiological dominants of the French-speaking and Russian-speaking ethnic groups, the identification of a set of sociocultural values as well as their universal and unique characteristics.

When observing the processes of speech activities in advertising texts of languages of different structures, we can come to the conclusion that for each member of the society the advertising actualises moral and ethical and ideological norms of behavior. Moreover on the one hand it appeals to collective moral and cultural values, and on the other hand it has a strong influence on the processes of their transformation.

The practical value is that the results of the research can be applied in the courses of the lexicology and stylistics of the French language, the regional geography and the history of culture, along with of the theory of mass information and communication. The results of the study can also be applied universally to enhance the competence training of students providing the interpreters and their teachers with food for thought of the possible additional challenges of interpretation process. The research findings can be used for the further study of the national and cultural peculiarities of the vocabulary of French-speaking and Russian-speaking media, and the particular conclusion will contribute to improve the effectiveness of advertising in the development of small-to-medium business at the level of the international partnership.