METHOD OF TEACHING VERBAL AND NON-VERBAL CODES OF ADVERTISING DISCOURSE IN THE CROSS-CULTURAL CONTEXT

Abstract

This article considers the problem of the methodology for training student majoring in advertisement in the context of the interculturalization of the advertising market. The modern world is an environment where different cultures are clashing and mixing constantly. Geopolitical or economic ties intricately link all nations and communities. Furthermore, this dynamic is intertwined with advertising, a phenomenon crafted as a part globalization. In this context, a country promotes its commodities to others, ventures into the global market, and engages in the import and export of its products. This underscores the practical significance of the research. Additionally, there is a discernible inclination towards creating advertisements for foreign products in alignment with the cultural nuances of the target audience. Both verbal and non-verbal elements of the local culture are used.

Therefore, there is a need to modernize and modify student learning. To meet this need, the article proposes a model of teaching the verbal and non-verbal code of advertising discourse within the context of intercultural communication. The model focused on four-level qualitative indicators, contributed to the improvement of students' abilities to create advertising in the context of intercultural communication. The results of the study showed the specifics of students' language training, the importance of the ability to correctly use national cultural qualities, linguistic reality, mentality and acquired knowledge to create a successful and effective advertising company on the world market.