Introducing Advertising Texts in a Foreign Language as a Teaching Material into the Course of Foreign Language for Future Marketing Professionals

Abstract

The article provides the rationale for using advertising texts as a teaching material in a foreign language course taught to students specializing in marketing. The main reasons stated are the necessity to provide hands-on acquisition of field-specific information and the learning potential of foreign advertising. The objectives of the article are to study the linguistic peculiarities of advertising to be considered while using advertising texts in teaching a foreign language to future marketing professionals, and to develop didactic principles of implementing advertising as a learning material. Three teaching aims of using advertising in a foreign language course are suggested, with the respective tasks designed to ensure proper integration of the learning material into traditional subject matter of the discipline: 1) developing understanding of the general principles, rules and methods of creating advertising based on sample advertising texts. The students are to learn basic terms and categories in the field of advertising, and the structure of an advertising text: the heading, the main text and a tag-phrase; 2) teaching listening, writing, reading and speaking, grammar and vocabulary based on advertising texts; sample tasks are provided to align the suggested learning material with the generally accepted algorithms of communicative approach to teaching a foreign language. Common lexical and grammatical structures used in advertising are singled out and translated into learning tasks; 3) creating advertising. The students learn basic models at the core of advertising that reflect its communicative strategy, and use them to create their own advertising product in a foreign language.