AUTHENTIC ADVERTISING SLOGANS AS A STIMULUS FOR LEXICAL AND COMMUNICATIVE GROWTH

Abstract. Some students are confronted with a problem in learning English, it was identified and solved with the particular methods of learning it. These days, one of the most common sources of information is advertising, that is why it was chosen as a way to learn English.

In the project:

- there was determined the actuality of using slogans of popular companies to improve lexical skills;

- there was established lack of the vocabulary diversity;

- slogans of huge companies were investigated and added into the exercise book;

- in the end there is a summary of the survey results and the impact of advertisements on learning English.

Keywords: slogans, phrases, vocabulary, development.

Nowadays English is the prevailing language on Earth and takes leading place in usage among people all over the Earth. Today, about 1,5 billion people know English as their second native, which is about 20% of the entire population of the Earth. Due to its prominence there are lots of opportunities for their personal development. English is the language for international diplomacy, negotiations and business communications. Most international interactions are conducted in English. Also films, television, and literature – all that is provided in English. For example, Hollywood is one of the most significant symbols of the entertainment industry and it provides films specifically in English. Furthermore, English is vital for receiving one of the best education abroad. There are numerous universities that require high scores in English for admission. One more advantage of learning English is a chance of accessing better employment.

Mastering English is exceedingly important now. However, it might be boring and difficult for teens and even adults to learn the language with dry textbooks or obscure videos on the internet. Now some people are learning English by watching advertisements in English because it helps with learning new words from the context and allows individuals to practice pronunciation. This is why, I decided to study the impact of slogans from ads of the popular companies and create a collection of these slogans and tasks to help people with using them in everyday life.

The object of the project are school students of pre-intermediate and intermediate levels of English who want to expand their vocabulary.

The methods of research include surveys, data examination, statistics, literature review.

Research procedure: The survey was created on the platform “Microsoft forms” for students of the “Nazarbayev Intellectual School of Science and Mathematics in Taldykorgan”, branch of Autonomous Educational оrganization “Nazarbayev Intellectual Schools”. Students were interviewed about the influence of advertising on learning English. Based on the results of the questionnaire, it was decided to create a set of tasks to expand the vocabulary and improve the communication skills of students.

The theoretical basis of the project was provided through the research of various articles on the Internet platforms. During the research it became clear that quite a few authors were interested in the topic of advertising and its influence on people, but no one wrote specifically about its influence on the expansion of vocabulary and improvement of people's communication skills.

40 students from grades 7-11 took part in answering questions in an anonymous survey. The topic is “Authentic Advertising Slogans as a Stimulus for Lexical and Communicative Growth”. The goal is to determine how effective watching advertising is for learning English, in particular expanding vocabulary by learning new words and phrases, as well as developing communicative skills. According to the survey results, it can be concluded that students often see the advertisements in English and even try to learn some of the phrases they meet. Most of the students (according to the last question) are sure that watching advertisements in English is helpful in expanding their vocabulary. According to the survey, students answered that watching the advertisements is better for vocabulary enlargement than for developing speaking or communication skills. As students believe in usefulness of the advertisements, a set of tasks book was created for interesting and comfortable learning of the language.

Each page of the book is related to a specific topic, which is useful during completing the tasks related to each topic. Each topic contains the slogans of popular companies, their translation and meanings, also there are synonyms for some of the words, which helps with developing vocabulary on a specific topic. The tasks in the book are unique, some are aimed at memorizing new words and their synonyms, others make the student think and come up with something of their own. This helps not only to develop creative thinking, but also to relax with the help of some easy but useful tasks.

Advertising of large companies is very important when learning English, because interesting phrases, some with deep meaning and useful words for the student's vocabulary, help not only in memorizing words and phrases, but also in training communication. Therefore, a collection of tasks is an excellent choice for learning English and raising the level of students’ language. An anonymous survey conducted earlier helped to identify the benefits of watching advertisements in English in learning it. The theory and tasks selected in the book will be excellent assistants in learning the language.