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Использование лингвистических характеристик дискурса при формировании иноязычной коммуникативной компетенции (на примере немецкой рекламы)
С. 166–176.
Ulyanova E. S.
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.
Keywords: качественная оценкаskills and competenceskey competencesиноязычная профессиональная коммуникативная компетенцияadvertising sloganрекламный слоганигра словдискурсивная компетенциярекламный дискурсadvertising discourseprofessional competencesellipsisэллипсисspeech activitiesword playqualitative evaluationalgorithm of discourse analisisалгоритм анализа дискурсавид речевой деятельности
E. V. Gabrielova, Yu. S. Sheviakova, Вестник Удмуртского университета 2026 Vol. 36 No. 2 P. 344–354
In today's globalized world, the effectiveness of sales and the success of products largely rely on well-crafted advertising texts. Influenced by this factor and the growing competition, advertising continuously evolves, incorporating various linguistic, psychological, and cross-cultural techniques. This study focuses on the linguistic and stylistic analysis of perfume advertising texts within English and Russian discourses, ...
Added: May 25, 2026
Gabrielova E., Максименко О. И., Социальные и гуманитарные науки на Дальнем Востоке 2026 Т. 23 № 1 С. 241–249
The article presents a diachronic analysis of the representation of women in Russian advertising, based on agitation posters from 1917-1990 and social and motivational advertising materials from 2000-2020. The aim of the study is to identify the evolution of verbal and visual strategies for constructing the image of women in the changing socio-political and cultural ...
Added: May 13, 2026
Kasenov D., Rudnev P., , in: Экспериментальные исследования языка: материалы конференции 2025.: М.: Наш мир, 2025. P. 50–53.
Added: January 19, 2026
Marina R. Safina, Alisia S. Kosheleva, Journal of Siberian Federal University. Series: Humanities & Social Sciences 2025 Vol. 18 No. 1 P. 106–118
The article considers instances of complex use of wordplay as a narrative-building tool in fictional narrative texts. The term ‘extended wordplay’ is introduced specifically to refer to the cases where repetitive use of (or reference to) a specific wordplay or a specific wordplay-building model in a fictional context can be seen as a means to ...
Added: January 30, 2025
Милостивая А. И., В кн.: Язык. Культура. Коммуникация : материалы XV Международной научно-практической конференции имени профессора С. А. Борисовой, посвященной 30-летию факультета лингвистики, межкультурных связей и профессиональной коммуникации Института международных отношений Ульяновского государственного университета : в 2 ч. Часть 2Ч. 2.: Ульяновск: Издательство Ульяновского государственного университета, 2022. С. 85–89.
Статья посвящена описанию использования типа текста «Диегетический журналистский репортаж» о жизни мигрантов в ЕС в практике преподавания немецкого языка в интеркультурной аудитории. Целевой группой являются студенты (20-21 год) с уровнем владения немецким языком В2-С1, которые обучаются в Северо-Кавказском федеральном университете. В фокусе автора статьи секвенции упражнений, используемые при дидактизации данного материала в целях формирования дискурсивной ...
Added: February 11, 2024
М.: Благотворительный фонд «Вклад в будущее», 2023.
Книга разъясняет, что такое "мягкие" и "жесткие" навыки, как они связаны с различными компетентностями и грамотностью. Предлагаются практические методики развития и оценивания "мягких" навыков, таких как: критическое мышление, креативность, взаимодействие с людьми, управление собой. Приводятся примеры учебных заданий и сценарии уроков. Обсуждается место "мягких" навыков в учебной программе, а также подготовка педагогов для работы с "мягкими" навыками. ...
Added: January 24, 2024
Добрякова М. С., М.: Издательский дом НИУ ВШЭ, 2023.
Эта книга — методическое пособие о том, как соединить фундаментальные знания и универсальные компетентности («мягкие навыки») в школьной про- грамме. Она помогает разобрать словесную путаницу из «мягких навыков», ком- петентностей, грамотностей и понять, почему они необходимы для полноценного глубокого понимания любого школьного предмета. Книга подготовлена на основе международного доклада «Универсальные компетентности и новая грамотность: от ...
Added: January 24, 2024
Павлина С. Ю., Верхневолжский филологический вестник 2022 Т. 30 № 3 С. 121–129
The article examines the way the english phraseological units containing ethnonyms function in modern media discourse. The research tests the hypothesis, according to which idioms with embedded ethnonyms do not fit the modern social paradigm, which entails some usage limitations. The semantic properties of such conventional idioms are investigated and, as a result, the following ...
Added: September 19, 2023
Dobryakova M. S., Froumin I., Moss G. et al., , in: Key Competences and New Literacies: From Slogans to School Reality.: Springer, 2023. P. 27–56.
This chapter presents the authors’ attempt to develop a conceptual framework of key competences and new literacies. We aspire to identify theoretical roots underpinning most of the other frameworks of the twenty-first century skills and, thus, offer a clue to their diversity. We analyzed over 180 national and international frameworks of key competences, trying to ...
Added: August 23, 2023
Barannikov K., Dobryakova M. S., Froumin I. et al., , in: Key Competences and New Literacies: From Slogans to School Reality.: Springer, 2023. P. 295–326.
The chapter covers almost a century of Russia’s balancing between two competing models: knowledge-oriented education (aiming at memorization and reproduction of knowledge) and competence-oriented education (allowing to apply knowledge and solve real-life problems). Despite the competence-oriented curriculum, real school practice tends to stick to the soviet path: disciplinary contents to be memorised and reproduced is ...
Added: August 23, 2023
Dobryakova M. S., Seel N., , in: Key Competences and New Literacies: From Slogans to School Reality.: Springer, 2023. P. 327–365.
In this chapter, we first review the main principles of pedagogical practices which encourage the development of key competences and literacies, and then we discuss more specific methods which support their particular components. The emphasis is on students and their learning (and on students owning their learning), and not on teachers’ instructional activity to introduce ...
Added: August 23, 2023
Springer, 2023.
This edited book is a unique comprehensive discussion of 21st century skills in education in a comparative perspective. It presents investigation on how eight very different countries (China, Canada, England, Finland, Poland, South Korea, the USA and Russia) have attempted to integrate key competences and new literacies into their curricula and balance them with the acquisition ...
Added: August 23, 2023
Opfer E., Shcheglova D., Garmonova A., В кн.: eLearning Stakeholders and Researchers Summit 2021.: М.: Издательский дом НИУ ВШЭ, 2022. Гл. 17 С. 217–226.
Цифровые компетенции — это «must have» для любого современного специалиста независимо от сферы занятости. Магистратура как институт подготовки высококвалифицированных кадров должна формировать цифровые компетенции на креативном уровне. Но так ли это на самом деле? Авторами было проанализировано 249 образовательных программ в 19 вузах выборки всероссийского исследования «Рождение российской магистратуры», показавшего недостаточность цифровых компетенций, по оценке ...
Added: June 27, 2022
Tomasova Daria, Инновационная экономика 2020 № 3 С. 47–62
The relevance and need for specialist’s innovative susceptibility intensification becomes doubtless as far as it ensures their readiness to fulfil innovative solutions in a constantly changing social and business environment.
The main task of this article is to elaborate holistic view of innovative susceptibility as a crucial competence of modern professionals in management and development.
As a ...
Added: October 4, 2021
Chernogortseva S., Sychev S., East European Science Journal 2021 No. 3(67) P. 28–38
The COVID - 19 pandemic has been a catalyst for multiple changes in real business, both in terms of the organization of work processes and in terms of financial flows, labor relations, technological modernization, and the transition to new forms of employment. Changes in the principles organizing the work process, such as timekeeping and binding ...
Added: April 28, 2021
Пинская М. А., Mikhailova A., Российский учебник, 2020.
This manual provides examples of creating an environment in educational organizations that is necessary for the development of "4K" competencies: critical and creative thinking, communication and cooperation. There are cases of seven schools from different regions of Russia that managed to build such an environment, and thus provide conditions for the fostering 21-century-skills. All cases are described using a ...
Added: March 10, 2021
Collins J., Popova D., Sag I. et al., , in: Parenthesis and ellipsis : cross-linguistic and theoretical perspectives; Studies in Generative Grammar, 121.: De Gruyter Mouton, 2015. P. 47–73.
Added: August 31, 2020
Antonova A., Turobov A., Образовательная политика 2020 № 2 (82) С. 42–55
The article analisys and discusses the potential of using digital technologies during the process of achieving the key competencies in a lifelong perspective, that were formulated by the European Commission (2018). The main idea of the article is to consider a distinguished model of digital technologies towards education, which is taken as a prism for achieving ...
Added: May 29, 2020
Аленина К. А., Грибанов Ю. И., Бизнес. Образование. Право. Вестник Волгоградского института бизнеса 2018 № 2 (43) С. 113–120
The important condition of transition to the digital economy is the advancing human capital development, possessing all necessary competences and vocational mobility potential, and also popularisation and promotion of knowledge of the near-term outlook and requirements imposed on the person by the new economy. It is impossible to be left competitive at this conjuncture, which ...
Added: March 10, 2020