title: A teaching and studying of Russian commercial advertising at a media university
metadata.name: dc.contributor.author
metadata.value: Kаra-Murza, Elena S.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2018-12-04T12:16:00Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2018-12-04T12:16:00Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2018-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Kara-Murza E. S. A teaching and studying of Russian commercial advertising at a media university. Media Linguistics, 2018, vol. 5, no. 1, pp. 97–109.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu22.2018.108
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/15094
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The article describes the history of the study of Russian commercial advertising at the Department
  of stylistics at the Faculty of Journalism at Moscow State University. It is noted that
  the stages of the study correspond to those periods that the field of Russian linguistics went
  through. Commercial advertising is taught in different disciplines: courses of Russian language and stylistics, as well as in special courses for students in base departments and for the
  “Advertising and marketing” retraining program. Advertising research at our Department is
  characterized by polydisciplinarity: it is described in terms of Russian studies and culture of
  speech, functional stylistics and linguistics and semiotics, linguistics and ethics, linguistics
  conflictology and forensic linguistics. Analysis of Russian language usage in the field of advertising
  demonstrates innovations that are deposited in the system of language, and leads to the
  thoughtof the formation of a new functional style of advertising in Russian literary language.
  And the analysis of various products proves the emergence of institutional advertising discourse
  as intentional and thematically unified macrosummation of texts. It is emphasized that
  in teaching of the creative aspects of advertising a competence-based approach is important
  that is oriented on formation of professional competences in copywriting and its private directions:
  naming and sloganistics. The units of analysis of advertising texts correspond to the
  units and aspects of the advertising text generation, including genre form. And assignments
  are given not only on the observation of different kinds of patterns of polycode creativity, but
  also on the creation of texts typical for the advertising industry and their components.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Media Linguistics;Volume 5, no. 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: Russian commercial advertising
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: competence-based approach
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: polydisciplinarity
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: A teaching and studying of Russian commercial advertising at a media university
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 08-Kara-Murza.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/15094/1/08-Kara-Murza.pdf
resources.format: Adobe PDF
resources.size: 642,78 kB