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601 | The article discusses the need for substitution of traditional educational paradigm for modern one, more democratic, diverse and productive from the standpoint of society interests, which essence largely determines solidity, integrity and focus on satisfying individual interests; the aim of vocational education is to implement person-centered approach to learning, optimize educational process, prepare competitive specialist. Keywords: new educational paradigm, student-cantered approach, innovation, higher vocational education, axiology, humane education | 1412 | |||||
602 | The author shows the contribution of former officers to the organization and development of the military educational system in Siberia. The data about the number, living and labour conditions of commanding and teaching staff of military educational institutions in Siberian military district are provided as well as the data about the changes which took place in them and in the attitude of the Soviet power to them. | 1411 | |||||
603 | The article is devoted to the problem of the origin of Russian symbolism in the aspect of interaction between a new literary trend and the previous art tradition illustrated with works by an early symbolist Alexander Dobrolyubov. The influence of I.S. Turgenev on his poetry made by the texts which are usually characterized as "strange" is investigated | 1411 | |||||
604 | Now the children of «risk group» are trained in general educational classes with high filling. Use of possibilities of game activity and classes of physical training is effectively for correction of psychoemotional and cognitive spheres of younger schoolboys. On the basis of the indicators revealed in research the complex of elements of psychological and pedagogical correction has been developed for use at physical training lessons, as with children of «risk group», and with younger schoolboys in general. Decrease of level of anxiety, improvement of indicators of cognitive sphere, physical readiness, behaviour change is direct at a lesson of physical training and improvement of mutual relations in class testifys of positive influence of specially picked over means and methods to the younger schoolboy's person. Keywords: children of «risk group», classes of compensating training, school anxiety, a complex of elements of psychological and pedagogical correction, younger schoolboys, a physical training lesson | 1411 | |||||
605 | In clause theoretical development of problems of the social state in works of the German doctor of the right, the sociologist and economist Lorentz von Stein (1815-1890)which is the pioneer and classic of the European model “state of social assistance” is discussed. The scientific heritage, especially development of the social doctrine of a society , exactly the basic conclusion about its evolution in a social direction, take the important place in the European and international political ideas, exceeding the bounds of a concrete research object, and space and time of his epoch. The urgency of a theme is caused by a modern active discussion of prospects of paradigms change of the European model of the social state from « the state of the social assistance» to « the state of investments», but appeals of refusing the archaic social policy, which leads to “excessive social expenses” do not find unanimous support. Moreover, it is very important for the post Soviet countries to study origins of “social states”, because the scientific development of a problem only is in the process of beginning. | 1410 | |||||
606 | In the present article an attempt has been made to theoretically ground the use of intercultural component as a basis to form international competence of the students of basic course of a technical higher education institute. In the article the correlation between the notions “foreign language communication competence” and “intercultural competence” has been specified. The subject matter of intercultural competence of the students of basic course of a technical higher educational institute has been determined as well | 1410 | |||||
607 | The aim of the article is to set a problem of admeasurements in classical studies. It is an area that fixes people’s knowledge about themselves and about their social surroundings. The author is aware of difficulties of the problem: despite natural sciences describe less complicated things than human beings; they face many problems connected with admeasurements. It is the first time that problem of admeasurements is studied from the processual standpoint. It determines the main task of the research which is to reveal an influence of information mechanisms on human life. Positiveness of the approach can be proved by the author’s understanding information as a process which consists of sequential stages. Previous stage determines the following one. Information processes cause in nonlinearity and multivariativeness that can be measured. Post-non-classical information theory can measure novelty, quality, quantity, value and effectiveness of information. In other words, it can measure the criteria that characterize each stage of information process. The conceptual models, that illustrate stages of information process, provide with methodological way to set a problem of admeasurements of self-organization within socio-cultural systems Keywords: problem of dimension in humanitarian knowledge, problem of dimension from the point of procedural notions, information mechanisms of dimension, information-synergetic approach, information as a process, criteria of dimension of information process stages, | 1410 | |||||
608 | The relationships, which exist between cognitive articulation, conceptual differentiation and formally-dynamic characteristics of individuality, are described and analysed in the article. The influence of sex on quantitative and qualitative structure of interrelations of cognitive styles with temperament is ascertained empirically. The hypothetical reasons and psychological mechanisms, which determine correlations of parameters of cognitive styles and temperamental attributes in men and women, are discussed. Keywords: field-dependence-independence, analyticity-abstraction, temperament, gender differences, correlation | 1410 | |||||
609 | The article considers the reasons for the construction of mountain plants in the region, the creation and development of a regional management model metallurgical industry of the Southern Urals in the 18th century. There are shown principles and methods of management, as well as the peculiarities of its functioning. The contribution of the leaders of central and regional governments to improve its management structure. Keywords: Mining industry, the Mining Board, mining bosses, mountain plants, the boss | 1410 | |||||
610 | The article deals with the problem of cruel attitude to children in the period of barbarism in Western Europe. The historical peculiarity of attitude to the children is revealed during the comparison of childhood in Western Europe and Russia. The settings of barbarian cruel behavior were found since childhood. A barbarian had to survive in conditions of severe reality since childhood. We can see archaic, cruel attitude to the children which was the basis of formation of the authoritarian structure of consciousness. Keywords: childhood, barbarian, cruelty, authoritarian structure of consciousness | 1410 | |||||
611 | This article contains the results of the scientific research, which deals with the gender differences and family status as factors that influence the economic well-being of an individual. The research revealed specific features of subjective economic well-being of the people belonging to different socio-demographic groups. It has also been proved that subjective economic well-being depends on gender differences as well as on whether a family is childless or not. Keywords: subjective economic well-being, socio-demographic factors, gender differences, family status | 1410 | |||||
612 | The basic categories and main principles of foreign languages teaching techniques that present historical foundations and start point of all contemporary theory and teaching techniques are being considered according to outstanding pedagogue and educational specialist Yan A. Komensky. Social and pedagogical conditions for successful and efficient languages learning are revealed through the research of similarities and differences of approaches to native and foreign languages learning. | 1409 | |||||
613 | The adult were more exact in perception of the vertical-horizontal illusion than children aged 7-13 and adult men were more exact than adult women. Visual-manual hemispheric asymmetry had weak influence on the magnitude of distortion of children. At this time it had strong influence on the magnitude of distortion of adults. The adults right-handed or right leading eye demonstrated lower magnitude of distortion than the left-handers and left leading eye. Keywords: vertical-horizontal visual illusion, sex, age, hemispheric asymmetries | 1409 | |||||
614 | The article points to systematization of different types of regulative structures on the basis of existing research on communicative style of the text. The introduced typology of regulative structures takes into account range of criteria, which reflects method of the text as a form of communication. Keywords: regulativity of text, regulative means, regulative structures, types of regulative structures, regulative strategy | 1409 | |||||
615 | The article deals with the play with the precedent text as the source of comic issues. On the material of fantasy novels by M. Uspensky there are singled out such techniques for comic effect, as the text in the text, quotations without quotation marks de-metaphorization and stylization. Keywords: the precedent text, ironic fantasy, comic, collage, the text in the text, stylization. | 1409 | |||||
616 | In the article, the epistemological analysis of M. Polanyi`s concept of personal knowledge is carried out on basis of modern philosophical approaches (phenomenological, system and embodied cognition). Polanyi`s general scheme, which concerns the structure of consciousness, is considered. Specific influence of bodily nature of human being upon his/her cognitive activity and the interconnection of body and mind are investigated. Besides that relations between the objective and subjective aspects of knowledge in personal knowledge are studied. The role of subconscious and irrational factors of personal knowledge in cognitive processes (especially in creative activities, in functioning of intuition) of the subject is revealed. Keywords: personal knowledge, tacit knowledge, focal awareness, subsidiary awareness, phenomenological approach, system approach, embodied cognition approach, subjective, objective, emotion, intuition, creation | 1409 | |||||
617 | In the article results of empirical research of manifestations of emotional burning out at various categories of teachers are presented. Emotional burning out is defined as structural personal education that allows considering this phenomenon in the aspect of the phenomenon of professional deformation. Keywords: personality, behavior, professional deformation, emotional burning out, specifics of professional activity | 1409 | |||||
618 | The article discusses the question of modeling of an individual educational route (hereinafter IER) for a child with disabilities (HIA) as a tool for accompanying children of this category in the educational process. The terms ”modeling”, “inclusive competence of the teacher” are clarified with the purpose of more accurate description of the author’s material in this direction. The stages of modeling IER as a means of the child’s most effective comprehension of the educational program and the system organization of inclusive space in the educational organization are described. Modeling of IER as an open joint reflexive action (according to E. D. Fayzullaeva) is the coordination of the interests and tasks of all participants in accompanying the child with HIA and the construction of a system of joint actions included in correctional, developmental, rehabilitation and other activities for the child. 7 stages of modeling IER are described: 1) installation-reflexive; 2) organizational; 3) meaningful; 4) reflexive; 5) transforming; 6) expertanalytical; 7) reflexive-projecting. Each stage reveals the specifics of the work of adults with the child, detailing the contribution of each participant in the joint activity. At each stage there is solving of various tasks for all participants in joint activities: work with the IER concept; realization of a systematic approach that implies a holistic vision of the child included in the common space of life (in which there is an inclusive educational space of the institution, microsocieties - the group and the family, as well as the external space - additional educational institutions, medical and specialized institutions, etc. along with public places of common use); actualization of the partnership positions; implementation of pedagogical actions aimed at correcting and developing the child, increasing his or her social adaptability. These stages are the joint activities of adults involved in the life of the child (parents and teachers) and reflect the realization of their inclusive competence. Presented are the results of research activities (focus groups and approbations) on the procedure for creating IER by all subjects of the educational process, including corrective, developmental, rehabilitation and other measures for the child with disabilities. Positive effects of this work were noted, which manifested themselves in the form of the phenomena of decentration; actualization of communicative, research, managerial, and reflective competencies among participants in joint activities on the compilation of IER; conscious interaction of all specialists with a deeper understanding and a responsible attitude in working with children with disabilities. Keywords: individual educational route, inclusive approach, modeling and IER, open joint reflexive action, child with disability, support for children with disabilities | 1409 | |||||
619 | The article devotes to the urgent questions of many- levels teachers' training in an uninterrupting system of pedagogical education in Russia. The essential teachers' problems at each level of their training are shortly observed in the article. The author suggests the effective solutions of the problems. Keywords: . | 1408 | |||||
620 | The article shows the relevance of the problem of adaptation of international students to the conditions of Russian universities. The authors have identified the main types of measurement procedures to solve the problem of estimating adaptation of foreign students, as well as formulated especially processing expertise and selected algorithm analysis of the results of expert evaluation, taking into account the type of measurement scale. To diagnose the level of adaptation, the algorithm based on the fuzzy classification method. Developed and put into operation information system of IMO, which is a universal tool for solving not only problems of evaluation of adaptation of international students to study in Russia, but also to identify groups at risk maladaptation? Keywords: social and psychological adaptation of international students, information technology in education. | 1408 | |||||
621 | Potential of Organizations The problem of increasing of organizations’ adaptive possibilities is considered by author. Recent organizations function in extremely dynamic and uncertain business environment. One of the most important factors influencing their competitiveness is innovation receptivity that is largely determined by the level of information technologies used in organization. The main characteristic of innovation processes is unline-arness and it dictates new approach to the principles of innovation management. This approach is based on the priority use of self-organization processes in business environment. Creation of dynamic models of business is an effective mean that allows to realize it in conditions of new economic reality/ | 1407 | |||||
622 | The key positions of adaptive physical activity system for children having various diseases and limitation for physical training activity, is connected with taking individual peculiarities of health level, psycho-emotional status and the disease nature into consideration. Realization of these principles is based on the supposition that everybody irrespective of his/her physical and mental health is able to benefit from physical activity if physical training teachers and trainers know how to adapt this or that kind of motion activity to the needs of a concrete person. To achieve this it is necessary: – to study theoretical aspects and methodological contradictions of physical training system for children with health derangements; – to work out forms and methods of physical training for children having medical limitation for physical training activity; – to estimate effectiveness of physical training complex pedagogical technologies for children having various diseases. | 1407 | |||||
623 | In the traditional context of language teaching, English as an additional language is usually based on the standards of either British or American English. However, with the advent of the Spanish language in the USA, the concept of a single supranational standard to which both UK and US norms contribute may no longer exist. Thus, in particular, explains that the Spanish language is having a greater influence in the rapidly expanding area of American English. | 1407 | |||||
624 | The article regards a combination of classical and non-classical types of artistry in the poetic book “Leaves of Grass”. The expressing of live “growth” phenomenon in the book’s poetics (time, space, figures, perception) and developing of the text from the myth and poetic unity of “I” and the World to their tragic harmony are investigated in the article | 1407 | |||||
625 | In the article “The forming of the informative and communicative competences at the lessons of physics” the methods of forming of the informative and communicative competences at the physics lessons in the process of organizing the project work with the students. On topic material generalization are proposed. The obligatory way of students’ activity is the use of the computer on different stage of preparing the generalizing materials and during the presentation of the work results. Keywords: informative and communicative competences, competence, computer, presentation, motivation, results, work of the group, information | 1407 | |||||
626 | The article dwells on the adoption as one of the most preferable form of child care in the USA. In addition the adoption origin, development and legalization of its procedure from colonial times till nowadays are analyzed under the social and historical approach. The main features of legal and ethic aspects of adoption in the USA are examined in the article. Keywords: adoption, orphans, children without parent’s care, the USA, legislation | 1407 | |||||
627 | The article analyzes different approaches to possible ways of presenting stylistic information about accessory word within a dictionary entry: systems of traditional usage labels in Academy dictionaries, thesauri and specialized, accessory word – oriented dictionaries are being considered; modern lexicographic project are being assessed from the viewpoint of interpreting a stylistic parameter of particles description. Keywords: lexicographic description, stylistic parameters, usage labels, accessory words, particles | 1407 | |||||
628 | The article offers the author’s “competence tree” building aimed at defi ning a universal, basic competence in the hierarchic structure of professional competence of a specialist in the sphere of foreign language education. Keywords: professional competence, foreign language communicative competence, linguist-teacher, second foreign language. | 1407 | |||||
629 | In the article author offer the definition of early juvenile delinquency prevention and analyze does regulations of the Federal Statute “On The Bases of Neglect and Juvenile Delinquency Prevention System” provide measures of early juvenile delinquency prevention. | 1406 | |||||
630 | The article considers complex problem-oriented approach to solving tasks in physics with system use of information and communication technologies. Proposed method enlarges problem file of teaching physics, approaches its content to modern level of scien tific knowledge in physics and project-oriented problems are very important for creative development. Models are applicable for students end teachers of physic and special schools. Positions and suggestions of the article are illustrated with the concrete examples Keywords: the problemno-focused approach, information-communication technologies in training to the physicist, internet resources in training to the physicist | 1406 | |||||
631 | The article deals with basic concepts of competence-based approach and its application at the level of professional education in informatics. The list of narrow subjective competencies formed in the process of “Elements of computational geometry” discipline in the Pedagogical University learning was identified. Keywords: expertise, competence, professional competence, informatics teacher, computational geometry | 1406 | |||||
632 | The article provides empirical evidence on the values and aspects of their implementation in women undergoing mid-life crisis. It analyses psychological conditions of structural transformation of mid-life crisis in women. Keywords: midlife crisis, women, self-actualization, values, and the scope of implementation, positive transformation, image of the world, way of life | 1406 | |||||
633 | The individual particularities of the cognitive sphere structural organization of a personality are in close connection with the students’ thinking productivity. The results of discipline, specific and common students’ achievements at CSE (Common State Examination) may be used as the markers of their individual thinking productivity. It was proved that the determinants balanced correlation of the students’ cognitive development influences greatly the thinking productivity | 1405 | |||||
634 | Some peculiarities of transdisciplinarity, its differences from interdisciplinarity and multidisciplinarity, are under consideration in the article. The theory of complexity (synergetics), futures studies and cognitive science are regarded as intensively developing fields of modern transdisciplinary researches. It is shown that transdisciplinary research will, by all appearances, define the character of science in the medium-term future. Keywords: transdisciplinarity, interdisciplinarity, synergetics, futures studies, cognitive science, complexity, holism, creativity. | 1405 | |||||
635 | The article is devoted to the problem of such social phenomenon as orphanhood. It deals with different cultures and the developed approaches to the decision of the given problem to different historical epochs (since the most ancient times and up to now). In the article the historical experience which has been accumulated by the mankind in this point in question is analyzed. Keywords: orphanhood, children-orphans, children’s shelters, orphaned establishments, strategy of education of children-orphans | 1405 | |||||
636 | The author examines the effects of modern communication means in development of the Russian language. The phenomena, observed in the speech of Internet users, are considered in the context of two opposite and interrelated trends to formalization and deformalization. Keywords: Russian language, modern trends, Internet, communication | 1405 | |||||
637 | Introduction. The article discusses the technology of blended learning, combining the advantages of traditional classroom and e-learning, ensuring the development of the student as a subject of self-educational activity and shaping his readiness for self-development in the future. Aim and objectives. The aim of the article is to review and analyze the features and key characteristics of “blended learning” technology, to study the models for its implementation in the educational process, as well as to describe the experience of using blended learning in the process of teaching Foreign Language. Material and methods. The methods of theoretical analysis were used: the study and analysis of psychological, pedagogical and scientific-methodical literature and the Internet resources on the problem of research, the study of foreign experience in the use of blended learning in the educational process, as well as the reflection of the educational activities of the author of this article. Results and discussion. The models and approaches of introducing blended learning into the educational process are described. Key characteristics of blended learning are highlighted: individualization of the educational process, productive independent work, the rational use of class time, the active use of modern information and communication technologies, etc. The characteristics of the interaction of subjects (teacher, students, and electronic educational resources) and the roles they implement in the blended learning model are given. Electronic resources for the introduction of blended learning in educational practice (learning management systems, massive open online courses, Google for Education cloud services) are considered. The experience of using blended learning technology in the teaching of the discipline “Foreign Language” is described. The educational process was built in accordance with the Flipped Classroom technology, which is implemented in the form of a three-stage educational model - independent pre-class work (watching video lectures in order to familiarize yourself with the educational information before the lesson, completing tasks to verify understanding of the material watched), class work (active / creative types of educational activity) and post-graduate work (independent generalization of the studied educational material). Conclusion. It is concluded that the use of the blended learning model results in an increase in the quality of students’ knowledge and the development of their ability to learn independently. Keywords: blended learning, information-communication technologies, self-study, Google for Education, flipped classroom | 1405 | |||||
638 | The problem of perfection of process of professional becoming of a teacher is rather actual. Numerous researches in our country and abroad are devoted to its various aspects. Now interest to studying problem of perfection of training process of physical training and sports teachers has noticeably increased in the system of higher professional pedagogical education. It is caused by the laws of social development. Keywords: тraining of specialists, specialist on physical culture, students, physical culture, sports perfection testing. | 1404 | |||||
639 | This article presents the results of empiric research of coping behavior of men and women of different age groups. Specialties of coping with stress of people on different stage of age development are analyzed there. It shows that coping- behavior is not a permanent quantity, but it changes on different levels of life track. Style of coping form actively in youthful period and widens during the aging. Ability to anticipation of problems, adequacy of esteems, observing relation to life appears the model of «energy economy» forms in coping with stress Keywords: coping, coping strategies, stages ofaging development, gender differences | 1404 | |||||
640 | The article is devoted to the features of the contents of the vocationally oriented language learning in higher school on the basis of aims, principles of teaching, components of contents. The analysis of foreign language syllabuses of some higher educational establishments of the European Union based on the components distinguishes the approaches to structuring the course contents of the sector. The determined approaches are 1) the combination of general and vocational components, 2) the domination of vocational component with the support of general component, 3) the main part of general component with some elements of vocational component. Keywords: vocationally oriented language learning, learning contents, approach, structuring the contents, high school, countries of the European Union | 1404 | |||||
641 | The theme of love is analyzed in G. Shcherbakova’s school narrative «You would not even dream». The peculiarity of the author’s interpretation of love is revealed through the analysis of the organization of the plot, the system and images of characters, narration, allusions. The analysis of the personnosphere of the story allowed to distinguish the types of characters, depending on their understanding and attitude to love: pragmatists and romantics who sacrifice and selfishly demand reciprocity; disappointed and believing in the life-giving power of love. The semantics of love is revealed in character dialogs and includes such meanings as a disease that causes pain, destroying belief in reciprocity and into yourself, the fire that attracts and destroys people (Kostya, Zoya); epidemic / madness / natural disaster, the triumph of the natural-biological over the social (the school director), the manifestation of the socio-biological needs of people not to be lonely (Vera, Misha); exalted feeling, gift, meaning of existence (Tatiana, Romka, Julia). The plot lines of the characters demonstrate that the choice of the model of relationships and understanding of love is due to various factors, among which the presence / absence of experience (positive or traumatic), personal values. An essential role in revealing the theme of love is played by references to classical world literature: to William Shakespeare’s play «Romeo and Juliet», to Pushkin’s novel «Eugene Onegin» and Leo Tolstoy’s «Anna Karenina», and to Chekhov’s works. Correlating yourself or others with the characters of literature, and your life - with the plots of works becomes a way of self-reflection and self-determination. G. Shcherbakova avoids edification, but invites readers to dialogue and self-determination. But, ultimately, as the most appropriate to the concept of happiness described by mutual love, which is not reduced to sexual attraction and social need in the family. The author proves the unproductiveness of both pragmatic and idealistic understanding of love: the first deprives the life of the spiritual dimension, the second - does not allow reconciling dreams with reality, realizing themselves. Finally, G. Shcherbakova, making the final of the story open (we do not know whether the hero survived or not), rejects the identification of love and life peculiar to people at a young age (as modern Romeo and Juliet show). To find mutual love is a great success, but to keep it is everyday work, a greater feat than death (like Shakespearian lovers or Anna Karenina). Keywords: teenage literature of the second half of the twentieth century, G. Shcherbakova, school novel, theme of love | 1404 | |||||
642 | The author examines the nature of festival, its role in existence of personality and society as factor helping to remove disharmonies in the sociocultural environment and to eliminate the being monotony. The article shows the phenomenal variability of festival synthesizing different cultural values in their historical and modern forms. The very important moment in the article is presentation of the moral and esthetics! characteristics of festival. | 1403 | |||||
643 | The article reveals lexical means of representation of concepts in fiction from the position of communicative stylistics. These lexical means include words, «overwords» units, lexical microstructure of utterances, series of utterances, textual paradigms of different types, associative-notional fields, lexical macrostructure of texts. There was established a connection between the type of concept and means of its lexical representation | 1403 | |||||
644 | This article reveals the essence of innovation potential in educational institution describing the work with innovative cadres resource. The author suggests her variant for the development of teacher’s innovation potential by means of individual educational programmes development and implementation. Keywords: potential, innovative work\activities, resources, innovation potential, individual educational programme | 1403 | |||||
645 | The article is the result of analysis of the problem of historical narration in the works by Pushkin and Okudzava Keywords: A. S. Pushkin, B. S. Okudzava, historical fiction, narrative strategies, “Interview with Bonaparte”, A “journey of amateurs” | 1403 | |||||
646 | The article deals with the questions of the organization of the project activity in primary school: differences of project activities from research; it reveals the concept of «research project,» describes the design skills of junior school children and their compliance with universal learning activity. The author reveals basic problems of the organization of the project activity in the primary school. Keywords: design of the junior school, research project, design skills of younger students | 1403 | |||||
647 | The article examines an experience of classical Russian literature interpretations in Italian cinema. The analysis is carried out in several directions. The chronological vector suggests an interest in Russian literature from a historical perspective, beginning with the 40s of the XX century. In these years, Italian cinema became a cultural phenomenon subject to censorship – using Russian literature in films was a way whereby productions could avoid censorship. We can assume that film adaptations of Russian literature had a significant impact upon Italian cinema of the time. Writers such as Dostoevsky, Pushkin, Tolstoy, Chekhov, Gogol, Bulgakov became very popular after WWII. The Paper aims at providing an overview of Italian cinema based on Russian literature, whereas the question of «success» or «failure» of film adaptations under consideration shall be left open. Keywords: Italian movie art, Russian literature, neo-realism, censorship, strategy of creative activity | 1403 | |||||
648 | Peculiarities of the organization of semantic and associative context of the concept «way» in N. Gumilev’s lyric poetry are represented in this paper. The paper concerns the communicative stylistic role of the text. The basic components of structure of the concept «way» and its connections with other key concepts are singled out. | 1402 | |||||
649 | The University is training a competent educational specialist with a high level of general and professional culture with knowledge of fundamental concepts of methodology, theory of education and management, with a systematic understanding of the pedagogical problems aimed at a creation of a future teacher’s individual style of pedagogical activity. It is also the basis of the trainee’s future success in professional activity. | 1402 | |||||
650 | Advertising text in English is considered at the intersection of two paradigms: linguistics and cultural studies. The relevance of the article is due to the ability of the advertising text to broadcast not only information about the product or service (price, parameters, benefits), but also about the way of British life and culture, and therefore it can be used in the process of learning language at the university. For example, the focus of our attention was on advertising texts from the magazine “The People’s Friend” – a magazine which is mainly intended for older women and is broadly traditionalist in outlook. Reading advertising texts contributes to the development of the skills of English language learners to decode, correctly interpret the hidden cultural codes in the text, to formulate their attitude to the information contained in the text and adequately use the acquired knowledge in speech. Analysis of several advertising texts revealed the attitude of the British to aging, wills, charity, burial: 1) elderly people’s life should be comfortable with help of the advertised devices (Stairlift, Easy-Air Bath Lift, safety seat); 2) it’s common to make a will and donate to a charity (leave a gift in your will, including World Cancer Research Fund in your Will, Please remember Battersea Dogs and Cats in your Will); 3) it’s common to take care of one’s burial (to plan your funeral, to pay your funeral, in advance); 4) people may be cremated after their death; some people may wear a locket with ashes typically after a funeral ceremony in memory of their loved ones (The locket opens to reveal a vial that can contain ashes as a memorial). Keywords: text, advertising, commercial, cultural linguistics, cultural and linguistic component of the text, stereotype, tradition | 1402 |