MODULAR TECHNOLOGIES OF IMAGE FORMATION IN ADVERTISING INTERVIEWS WITH THE USE OF THE ENGLISH LANGUAGE

Market economy formation and globalization became one of the main factors that develop competitive advantages of companies with different levels of development. For each of them, the image became a compulsory element of successful business in the market environment, and opportunities for its formation and maintaining at a high level are target indicators of strategic development. The right image is the key to successful commercial, public and other activities based on communicative interaction with society or its individual groups. Deliberate formation of the image is an open and important issue for many modern companies, public personalities and organizers of public events. Nowadays the image is one of communication means representing the most effective generalized type of informational message that is implemented in the context of information or time deficiency. In this case, an advertising interview is the form of communication that allows conveying the most important thing to all people concerned. Advertising interviews are usually arranged in the form of a dialogue, but also like other genres of PR-communication have their own structure.

Because of the English language globalization in Russia there is a need to study the characteristics of advertising interviews in English, and the implementation of practical skills of English communication in all spheres of activity: industrial, construction, educational, scientific, social, etc. The manager must have special language competencies which help to achieve prime targets in short conversations, enabling to improve the image of an individual person or a company.

This paper considers main peculiarities of image forming in advertising interviews in English, describes the main stages of advertising interview conduction and stage-by-stage technologies of image formation. To form the peculiarities of interviewing in English, modular technologies are used, where the module means a portion of certain information and technology of its development. The choice of modular technology in education is justified by its simplicity and the availability of feedback from learners, as well as the presence of learning objectives and assessment criteria of their achievement.