Elena Kuzmina, Olga Danilova, Elena Semuhina


Abstract. Modern advertising in all its diversity plays a significant role in the life of modern society, affecting all its areas. A huge social and cultural influence is rendered by advertising on a single consumer, prompting him to act at the expense of memorizing simple advertising slogans, providing, stipulating, and in some way constructing the automatism of his behavior. This is a special kind of communication between the advertiser and the consumer, directly affecting on the addressee, regulating his behavior, contributing to the formation of assessments, referring to the psychology of man with the aim of more stimulating the fulfillment of the communicative, original will of the advertiser. This kind of communication has firmly entered and consolidated in our life. The main tools for the distribution of advertising are television, radio and print media. Advertising envelops all spheres of life of modern man and become an indispensable attribute of his social activities. The article examines the features of social advertising in the modern world. Currently, advertising agencies create stunning social advertisements, real art-projects that make you think about the problems of the world around you. Social advertising is a communication complex, the means of information delivery here are text and visual image, merging into a single whole for a fuller, quicker and accurate delivery of the main idea of the authors. Thus, it plays a huge role in the formation of the communicative competencies of students.
Key words: communicative competence, advertising, social advertising, text, advertising message, metaphor, non-verbal and verbal means of communication.


Antonenko N.A. Russian language and modern advertising // Education. Science. Creativity: a collection of articles.

Stavropol. - 2014. - № 10. - С. 3–5

Galimullin, N.M. Competence approach in the system of higher professional education: means of evaluation //

Innovative technologies in modern education. A collection of works on the materials of the II International Scientific and Practical

Internet Conference. - M.: Publishing house “Scientific consultant”, 2015. - С. 72-75

Savichev S.S. The problem of developing the communicative competence of students in higher education. - Izvestiya of

the Samara Scientific Center of the Russian Academy of Sciences. - 2010. - №5. - С. 78-80.

Jacobson, R. (1977). The social implications of intrasentential codeswitching. In: Romo, R. & Paredes, R. (eds.) New

directions in Chicano scholarship (Special issue of The New Scholar). San Diego: University of California at San Diego, PP. 227-

Guidère, M. (2009). De la traduction publicitaire à la communication multilingue / Meta: Translators' Journal, V. 54(3),

РР. 417-430.

Austin, J. L. (2002). Problгеmes méthodologiques de l’évaluation des pratiquessociolinguistiques en langues régionales

ou minoritaires: l’exemple de la situation en France / Langage et Société, V. 69, PP. 93-106

Leray, C. (1995), Enjeux socio-éducatifs de situations plurilingues et interculturelles /Espaces interculturels, Montréal.


Kuzmina E.K., Danilova O.A. The development of ethno-cultural competence of the students in non-language high

school / E.K. Kuzmina, O.A. Danilova // The Turkish Online Journal of Design, Art and Communication – TOJDAC. – 2016. – July

Special Edition. – P. 1027-1031

Rakhimova A. E. Sociocultural competence as one of the core competencies of the individual Competencia sociocultural

como una de las competencias centrales del individuo / A.E. Rakhimova // Espacios Revista. – 2017. – P. 168-172

Rakhimova, A.E., Yashina, M.E., Mukhamadiarova, A.F., Sharipova, A.V. (2017). The Development of Sociocultural

Competence with the Help of Computer Technology // Interchange. 48(1). P. 55-70.

Yarmakeev, I.E., Pimenova, T.S., Abdrafikova, A.R. (2017). English for Specific Academic Purposes as a Need and

Tool of Communicative Competency Formatıon // The European Proceedings of Social & Behavioural Sciences. (August, 31). Vol.

XXIX. P. 871-878.