Nowadays the global purpose of a foreign language mastering is considered to be the union with the foreign culture and the participation in cultures dialogue. This purpose is achieved due to the formation of the ability for inter-cultural competence that is acquiring the necessary level of communicative competence. The notion of communicative competence has many aspects and comprises several sub-competencies. One of the most important is considered to be the discursive competence which is the knowledge of various types of discourses and the rules of their construction and also the ability to create and understand them taking into account the communication situation.
This article considers problems of creating professional academic environment in universities to prepare Bachelors in foreign languages. The author focuses on the notion “discourse” and the necessity to build discursive competence of students, as it has an impact on the process of communication.
The paper considers “discourse” from the perspectives of different theories and authors, it describes the main characteristics and types of discourse, and it also lists specific features of “discursive competence” and accentuates its importance in the process of teaching foreign languages communication in the new paradigm of the Russian education system.
This article is devoted to a problem of development of modern German discourse of advertising. Properly selected linguistic means allow for success of the advertising texts. Today it is more important to put emphasis on the creation of the ideal image of the consumer rather than demonstrate the value of the product to the customer. So the structure and components of modern advertising texts differ from the text of the end of the twenties century. Presently the slogan is the most important and long-term part of the modern advertisement. It transfers the essential meaning of the whole message. Consequently, the creation of a slogan requires specific linguistic methods.