ON ADVERTISING TEXTS ORGANIZATION IN THE CONTEXT OF THE CULTURAL APPROACH IMPLEMENTATION TO LANGUAGE TEACHING: LOGICS OF PENDANT

The article deals with the analysis of the didactic potentialof advertising as an authentic material used in the study offoreign languages. At the lessons focusing on RegionalStudies issues, advertising texts are thought to be the basis forimplementing all of the education system components: theselection of subject and language material, presentation ofselected material for students, and its further activization.At the same time, the authentic material has certain features,including fragmentation, division into small parts, and mosaics.Manifestations of fragmentation in fiction, painting, music andInternet discourse are systematized. Analyzing the results ofprevious research, promising and retrospective activities inrelation to the main stage of work are discovered, aimed atpartially smoothing the fragmentary nature of the material, workwith it and socio-cultural ideas that are formed in students. Themain part of the article substantiates the effectiveness of anotherway to achieve the integrity and coherence of educationalmaterial. It is about emphasizing the connection between twoadjacent advertising texts, their simultaneous demonstration anduse. The idea of pendant corresponds to this way of organizingmaterial in the fine arts. The logic of the pendant is thatcombining two objects makes it possible to observe, study andcompare, creating a volume. The role of comparison in learningis considered and relevant tasks based on advertising areproposed. It turns out that the students’ heuristic search createsthe optimal psychological basis to obtain objectively correctsocio-cultural information when comparing connections andrelationships between paired texts as well as objects andphenomena that are reflected in them. The principle of pendantis also embodied in the famous game Memory. The pairs areseparate advertising texts of culturally oriented topics («Yearin France: dates, holidays, events», «French regions», «Paris»,«History of France»), which together are able to present anobject / phenomenon / event from different sides, with differentfeatures, in dynamics. The general rules of this game andadditional recommendations on how to play are given. Theactivity content is illustrated by the description of the denotationcard related to the history of France. The proposed methods ofwork may be included in the main activity aimed at forminglinguistic and socio-cultural competency among students withthe use of advertising materials. The didactic material andmethods of working with it can also be used in studying Frenchat the advanced level in secondary school.