Abstract:

The research is devoted to the topical question of advertising creolized texts value in teaching English. With the development of technologies, mass communication and media semiotically complicated, polycode or creolized texts have become the focus of numerous scientific studies. The key aim of the article is to identify various types of creolized texts and demonstrate the fact that they can be successfully used in the process of the English language acquisition. In the research the most frequent type of creolized texts in English advertising is singled out and substantiated. On the material analyzed we show how linguistic facts can be taught and learned. Creolized texts combine verbal and non-verbal components, so, different graphic means, images, colours, discourse background, grammar peculiarities and different stylistic devices can become part of students’ analysis. Thus, thanks to the technology elaborated in the research students, especially proficient learners, can gain special knowledge and skills. The main results can contribute to pedagogical, linguistic, psychological studies and be of interest to tutors, lecturers and scholars.

Keywords:

Semiotics, text, creolized text, polycode text, English teaching, advertising, mass communication.