Advertising Genres in the Lessons of Rhetoric: from Analysis to Creation
https://doi.org/10.30515/0131-6141-2020-81-2-13-20
Abstract
The aim of this study was to substantiate what theoretical knowledge in the field of advertising should be taught, what criteria for the selection of advertising texts should be applied, how such practical training activities of students should be structured. The results of the study were obtained on the basis of teaching practice, literature analysis, interviews of students and teachers. It is shown that the awareness of the structure and linguistic features of advertisement is of great theoretical and practical importance for high-school students, correlating with the personal, metasubject and subject outcomes of mastering the curriculum. Knowledge in the field of advertising genres and assignments aimed at analysis of advertising texts foster students’ ability to distinguish between direct and indirect methods of persuasion, as well as to identify language tools that structure different advertising genres. It is concluded that the development of students’ knowledge about the functions and structure of advertising texts, genre varieties and speech persuasion techniques develops linguistic intuition, the ability to select compositional elements and language tools that are significant for the advertising genres.
About the Author
O. V. Philippova
Ogarev Mordovia State University
Russian Federation
Russian Federation
Olga V. Philippova, Dr. of Sci. (Ped.), Associate Professor, Head of the Department of Russian as a foreign language
68 Bolshevistskaya str., Saransk, 430005, Republic of Mordovia, Russia
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Review
For citations:
Philippova O.V. Advertising Genres in the Lessons of Rhetoric: from Analysis to Creation. Russian language at school. 2020;81(2):13-20. (In Russ.) https://doi.org/10.30515/0131-6141-2020-81-2-13-20
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