Рекламата в обучението по бизнес немски
Teaching Business German through Commercials

Summary/Abstract: Using commercials in teaching business German opens up great opportunities for an attractive and pragmatic approach to a foreign language. Due to its interdisciplinary nature, advertising is an ideal format for deepening linguistic and communicative competences and for acquiring specialized knowledge not only about economics, but also about the society, the culture and the mentality of the native speakers. Commercials can arouse curiosity about the target language country and its inhabitants, they motivate, they evoke emotions, they create opportunities for speaking and writing, and for analysing cultural specificities. They are very interesting and productive for knowledge transfer because they link linguistic, aesthetic, social and economic topics. A number of possibilities for the didacticisation of advertising arise from its narrative character and its position on the border between art and economy.

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