РЕКЛАМАТА В ОБУЧЕНИЕТО ПО БИЗНЕС НЕМСКИ
COMMERCIALS IN THE INSTRUCTION OF BUSINESS GERMAN

Summary/Abstract: Using commercials in teaching Business German offers ample opportunities for an attractive yet pragmatic approach to the foreign language. Due to its interdisciplinary nature, advertising is an ideal format for developing linguistic and communicative competences and for acquiring specialized knowledge not only about economics, but also about the society, culture and mentality of native speakers. Commercials can arouse curiosity about the target language country, evoke emotions, provide material for a variety of language exercises as well as for the analysis of cultural codes. It is very interesting and productive for knowledge transfer because it links linguistic, aesthetic, social and economic themes. A number of possibilities for didacticising advertising also derive from its narrative character and from its position at the boundary between art and economics.

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