Theoretical foundations for the formation of socio-cultural competence by means of authentic advertising text in teaching Russian as a foreign language

the relevance of the study is due to the need to find effective means of developing socio-cultural competence that would allow foreign students not only to master the language system, but also to successfully adapt to the realities of the Russian linguocultural environment. The article establishes that authentic advertising text acts as a unique and insufficiently studied didactic resource that accumulates modern linguistic trends, cultural codes and social attitudes, which determines the scientific interest in its potential in the practice of teaching Russian as a foreign language. The aim of the study was a comprehensive analysis of the linguacultural and didactic potential of an authentic advertising text as a means of representing current cultural meanings, social norms and behavioral models, and its objectives were to analyze and systematize domestic and foreign scientific and methodological approaches to determining the essence and structure of sociocultural competence in the context of teaching Russian as a foreign language and to develop a system of exercises and tasks aimed at the step-by-step formation of components of sociocultural competence based on the material of selected advertising texts. The possibility of practical application of the research results is seen in the development of an elective course or module for students, entirely based on the analysis of advertising texts, as well as the creation of a bank of didacticized authentic advertising materials with a set of tasks classified by topic.

competence, socio-cultural competence, development of socio-cultural competence, advertising text, authentic advertising text, methods of teaching Russian as a foreign language