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Социальная реклама в «Инстаграме»: речевые средства воздействия на аудиторию ... : Non-commercial Advertising on Instagram: Speech Tools of Influencing the Audience ...
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REFLECTIONS ON THE APPEALS IN THE SLOGANS OF THE PRESIDENTIAL ELECTION CAMPAIGN 2019, OR HOW TO "ZROBYTY VYBORTSIA" ...
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REFLECTIONS ON THE APPEALS IN THE SLOGANS OF THE PRESIDENTIAL ELECTION CAMPAIGN 2019, OR HOW TO "ZROBYTY VYBORTSIA" ...
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Uses and gratifications of Generation Z within social networks: A dialectical investigation into the Facebook domain
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In: Articles (2020)
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Paratexts on a social network site and their relevance in the production of meaning—Results of a qualitative investigation of Twitter-Feeds
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The language of toys: Gendered language in toy advertisements
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In: Journal of Research on Women and Gender, 2015, Vol. 6, No. 1, pp. 67-80. (2020)
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Configuración histórica del discurso publicitario como lengua de especialidad : recursos lingüísticos y enunciativos. El anuncio impreso a finales del siglo XVIII
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La función del 'delectare' en la argumentación publicitaria : el humor como estrategia persuasiva en la publicidad
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Constructing a Neoliberal Youth Culture in Postcolonial Bangladeshi Advertising
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In: Graduate Theses and Dissertations (2020)
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ФОРМУВАННЯ ЛЕКСИКО-СТИЛІСТИЧНОЇ КОНОТАЦІЇ РЕКЛАМНОГО ТЕКСТУ ; FORMATION OF LEXICO-STYLISTIC CONNOTATIONS ADVERTISING TEXT ; ФОРМИРОВАНИЕ ЛЕКСИКО-СТИЛИСТИЧЕСКИЕ КОННОТАЦИИ РЕКЛАМНОГО ТЕКСТА
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In: Opera in linguistica ukrainiana; № 27 (2020); 244-251 ; Записки з українського мовознавства; № 27 (2020); 244-251 ; 2415-7562 ; 2414-0627 (2020)
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МОВА ФАРМАЦЕВТИЧНОЇ РЕКЛАМИ: ОНІМНИЙ ВИМІР ; ЯЗЫК ФАРМАЦЕВТИЧЕСКОЙ РЕКЛАМЫ: ОНОМАСТИЧЕСКОЕ ИЗМЕРЕНИЕ ; LANGUAGE OF PHARMACEUTICAL ADVERTISING: ONOMASTICS DIMENSION
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In: Writings in Romance-Germanic Philology; № 1(44) (2020); 212-219 ; Записки з романо-германської філології; № 1(44) (2020); 212-219 ; 2518-7627 ; 2307-4604 (2020)
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SOCIO-LINGUISTIC POTENTIAL OF GERMAN-SPEAKING ADVERTISING IN THE PROCESS OF FORMATION OF UNIVERSITY STUDENTS’ FOREIGN LANGUAGE COMPETENCE
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In: "Zhytomyr Ivan Franko state university journal. Pedagogical sciences"; № 2(101) (2020); 53-61 ; Czasopismo Żytomierskiego Państwowego Uniwersytetu imienia Iwana Franki; № 2(101) (2020); 53-61 ; Вестник Житомирского государственного университета имени Ивана Франко. Педагогические науки; № 2(101) (2020); 53-61 ; Вісник Житомирського державного університету імені Івана Франка. Педагогічні науки; № 2(101) (2020); 53-61 ; 2664-0155 ; 2663-6387 (2020)
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SOCIO-LINGUISTIC POTENTIAL OF GERMAN-SPEAKING ADVERTISING IN THE PROCESS OF FORMATION OF UNIVERSITY STUDENTS’ FOREIGN LANGUAGE COMPETENCE
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In: "Zhytomyr Ivan Franko state university journal. Pedagogical sciences"; № 2(101) (2020); 53-61 ; Czasopismo Żytomierskiego Państwowego Uniwersytetu imienia Iwana Franki; № 2(101) (2020); 53-61 ; Вестник Житомирского государственного университета имени Ивана Франко. Педагогические науки; № 2(101) (2020); 53-61 ; Вісник Житомирського державного університету імені Івана Франка. Педагогічні науки; № 2(101) (2020); 53-61 ; 2664-0155 ; 2663-6387 (2020)
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Abstract:
The article considers the educational possibilities of German-language advertising in the context of its socio-linguistic potential. The method of analysis and synthesis highlights the social information in the advertising content. Advertising is regarded in its close connection to the representation of cultural values as the strengths and advantages of a separate nation. Also, advertising is identified as a powerful socio-linguistic tool that makes it possible to follow both the constant changes in the lexical content of the language, and its cultural and regional features.In the comparative aspect, significant differences in the advertising lexical content of various German-speaking countries are revealed. Linguistic differences are observed in different spheres of human life, but are especially distinguished and traced in the food industry, which requires special attention from the teacher during the educational process. The growing role of neologisms in advertising, mostly words of international use of British and American origin, is considered to be a sign of the current level of development of the German language and is a consequence of the processes of globalization in the global society. Special attention has been paid to the diversity of lexical content in advertising with its aim to attract consumers’ attention, in particular the usage of phraseological units, rhetorical questions, lexical and phonetic repetitions, contrast words, etc. Being important for the teaching process advertising style reveals connections with separate grammatical themes (present tense ‘Prἃsens’ in the sense of future tense, imperative mood, interrogative sentences ‘Fragesἃtze’). These features of German-language advertising allow us to consider it as a multifunctional language content, which combines the latest language trends (neologisms) and long-known lexical constructions (phraseological units), as well as a powerful socio-cultural potential. The latter is predetermined by the need to support advertising content with the historical achievements and facts. In view of the above mentioned we have come to the conclusion as for the wide educational opportunities of advertising in the process of mastering the German language and as for the need to include it in educational materials during practical classes and some special socio-linguistics training courses. In order to confirm this assumption, we conducted a pedagogical experiment in two student groups: in the control group, where the course on socio-linguistics of German-speaking countries was taught traditionally, and in the experimental group, where specially selected German-language advertising content was used. Special final testing at the end of the experiment revealed effectiveness and greater practical value in the innovative approach.
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Keyword:
advertising content; educational opportunities of advertising; foreign language competence; German-language advertising; institutions of higher education; socio-linguistic potential of advertising; special linguistic courses; students
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URL: http://pedagogy.visnyk.zu.edu.ua/article/view/212763
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Ивентоним как рекламно-информативный тип имени собственного ; Eventonym: A Specifi c Type of Advertising Proper Name
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ЗАГАЛЬНІ ОСОБЛИВОСТІ ТА ФУНКЦІЇ ТЕРМІНІВ КОСМЕТОЛОГІЇ Й ЕСТЕТИЧНОЇ МЕДИЦИНИ В МЕДІЙНИХ ТЕКСТАХ ; GENERAL FEATURES AND FUNCTIONS OF THE TERMS OF OSMETOLOGY AND AESTHETIC MEDICINE IN MEDIA TEXTS
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In: Philological Studies; № 27 (2017); 76-80 ; Філологічні науки; № 27 (2017); 76-80 ; 2524-2504 ; 2524-2490 (2020)
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Yu. Shevelov on the loss of self-uniqueness in soviet Ukrainian advertising ; Ю. Шевельов про втрату я-унікальності в радянській українській рекламі
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In: Language: classic - modern - postmodern; No. 5 (2019): Language: Classic – Modern – Postmodern; 73-83 ; Мова: класичне - модерне - постмодерне; № 5 (2019): Мова: класичне – модерне – постмодерне; 73-83 ; 2616-7115 ; 2522-9281 (2020)
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Паралингвистические средства в смешанных текстах : магистерская диссертация ; Paralinguistic devices in mixed texts
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„We give them wings and they go out and broadcast our message for us” : Heldenkonstruktionen in Imagevideos der Firmen Red Bull und GoPro
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Смысловая структура рекламного текста в социальной сети Instagram ; Semantic Structure of Advertising Text in Social Network Instagram
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Социальная репрезентация медиасообществ с отклоняющимся сексуальным поведением: лингвистический аспект ; SOCIAL REPRESENTATION OF MEDIA COMMUNITIES WITH DEVIATING SEXUAL BEHAVIOUR: LINGUISTIC ASPECT
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