On the issue of methodological support in teaching professionally oriented reading (based on the material of advertising texts in English)


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Abstract

Introduction of methodological techniques for teaching reading of advertising texts into the academic activities is determined by the necessity to identify effective forms of work with authentic advertising texts of a pragmatic nature at foreign language practical classes to form students’ linguistic competence, contributing to the practical use of foreign language as a means of obtaining information from foreign sources. The authors focus on the linguistic approach to teaching reading advertising texts taking into account the country-specific information contained in them. The paper describes the effective forms of work in foreign language classes through modeling various communication situations based on the material of advertising articles. Special attention is paid to the linguistic analysis of advertising texts in English, which contributes to the development of the ability to conduct a cultural study of these texts as a means of intercultural communication, forms the skills of critical comprehension of the information contained in the texts and the ability to interact with native speakers. The authors claim that in order to develop the ability to analyze professionally oriented texts in a foreign language, a socio-cultural approach should be applied – it is aimed at the selection of authentic pragmatic texts, including advertising. The paper presents the forms of methodological support for teaching reading of advertising texts in English as a purposeful interaction of students with the author of an advertising text, based on the principle of modern educational paradigm that involves forming skills of reading professionally oriented texts based on the system of communicative tasks that contribute to the implementation of subject-subject interaction when communicating, exchanging thoughts, knowledge, ideas and facts. The authors are considering a foreign language advertising text as an object of reading in communicative, pragmatic, linguistic and cognitive aspects.

About the authors

Boris Georgiyevich Soldatov

Don State Technical University, Rostov-on-Don

Author for correspondence.
Email: bsoldatov@rambler.ru
ORCID iD: 0000-0002-3891-6132

PhD (Philology), Associate Professor, assistant professor of Chair “World Languages and Cultures”

Russian Federation

Natalya Viktorovna Soldatova

Rostov Branch of the Russian Customs Academy, Rostov-on-Don

Email: bsoldatov@rambler.ru
ORCID iD: 0000-0002-9026-1321

PhD (Philology), Associate Professor, assistant professor of the Foreign Languages Chair

Russian Federation

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