A teaching and studying of Russian commercial advertising at a media university

Abstract

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.