Дидактический потенциал аутентичных рекламных текстов на занятиях по русскому языку как иностранному

Abstract

The didactic potential of the texts of modern commercial advertising in Russian as a foreign language classes is studied. In the theoretical part of study, the authors turned to the foreign experience of considering authentic materials as a means of developing communicative competence in teaching foreign languages. Approaches to the concept of authentic materials, the principles of their selection and algorithms of application in pedagogical practice are systematized. The advertising text is considered both as a means of improving linguistic competence and as a tool for integrating cultural components into the learning process, the advantages and disadvantages of advertising texts in terms of their linguo-methodological function are identified, and criteria for selecting promotional materials for classes in Russian as a foreign language are formulated. As a practical material, an algorithm for working with advertising texts at different levels of Russian language proficiency is presented, sample tasks are proposed for use in Russian as a foreign language classes in accordance with the three classical stages of working with text: preparatory (pre-demonstration), cognitive (demonstration) and reinforcing (post-demonstration). In the work, such research methods as the descriptive-analytical method, the method of systematization and classification, the design method, as well as the communicative method of teaching a foreign language are used.