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| 1 | The article observes the problems of valuable attitude towards foreign-language culture in the context of a foreign language training. The analysis of the integrative nature of valuable attitude is directed to identification of the components of its structure and peculiarities of their interconnected functioning for harmonization of personal development of students as subjects of cross-cultural dialogue. This work reveals psychology and pedagogical mechanisms of its formation in the context of foreign-language education and regularity of the organization of educational process in a foreign language focused on their development. The field of sense-formation includes all the spheres of the human personality – not only cognitive, but affective, motivational and activity as well. Taking into consideration the patterns of functioning of valuable attitude and organizing their work properly, teachers could make the process of training in a foreign language a real way of mutual cross-cultural enrichment and personal development of their students. Keywords: valuable attitude, foreign-language culture, sense formation, educational creative activity | 1171 | ||||
| 2 | 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 | 1815 | ||||