Abstract:

This paper is based on the SemRetPC project (Semiotics and Rhetorics of Meat-Products Advertising). We present an interdisciplinary approach to teaching English through the analysis of meat product advertisements, combining elements of cultural studies, linguistics and marketing,. By utilizing advertisements as educational tools, the study demonstrates how language and persuasive techniques in marketing can enhance students' comprehension and critical thinking skills.

In the context of English teaching, students are asked to answer a detailed questionnaire regarding the semiotics and rhetorics of the language used in advertisements. This process enables them to understand how messages are designed to influence consumer behavior, and how cultural contexts and societal values are embedded in marketing communications. Students learn to identify and analyze various stylistic devices, such as metaphor, metonymy, hyperbole, and euphemism, and to understand their impact on audience perception and behavior.

Moreover, this approach integrates practical exercises where students create their own advertisements, applying the semiotic and rhetorical principles they have studied. This hands-on experience not only solidifies their understanding of the theoretical concepts but also hones their creativity and persuasive communication skills.

By examining real-world examples of advertising, students gain insight into the ethical implications of marketing strategies, such as the manipulation of desires and the reinforcement of stereotypes. Discussions on these topics help foster a critical awareness of media influence and consumer culture.

Ultimately, this interdisciplinary method promotes a deeper appreciation of language's power and versatility in various contexts, making learning more relevant and engaging. It prepares students to navigate and critically assess the complex landscape of modern media, equipping them with valuable skills for both their academic and professional futures.

Keywords:

Interdisciplinary teaching, foreign languages, marketing, cultural studies.