Realization of the educational potential of social advertising

The study of advertising discourse in modern Russian science is dedicated to a large number of works, but there are not enough specific studies of the social sector of advertising today. However, at the present time, due to dramatic changes in the political and sociocultural life of Russian society, this type of advertising is of particular importance. This paper is aimed at the issue of the specific status of social advertising texts within the framework of modern advertising discourse. An advertising announcement is seen as a polycode text intended for the public in general. The authors pay particular attention to the unity of form and content as a mechanism to influence the awareness and emotions of consumers of advertising. The material for analysis is the texts of street (urban) advertising. The functional-stylistic, cognitive, descriptive, semantic-grammatical, quantitative methods, as well as methods of discourse and comparative analysis are used. By analyzing a large number of texts, the high-impact potential of socially directed advertising texts is concluded. Identifying the semantic dominants of the texts of social advertising allows the authors to conclude about its disciplinary and teaching (educational) functions and consider these texts as one of the tools of human education. It is suggested that specially designed advertising texts can raise people in the spirit of traditional national values, to form the actual value meanings in the minds of those who perceive them. The paper gives examples of polycoded advertising texts functioning today in the living urban area

Regional component in the main curriculum of secondary general education

The article is devoted to the development of a programme (built-in module) on literature based on the involvement of a regional component in the content of literary education of students of general education and specialized schools of the Udmurt Republic, as well as other national schools of the Volga region and the Urals. Knowledge of their national literature, literature of neighbouring peoples, and familiarization with the treasury of the spiritual culture of their people contribute to the patriotic education of the younger generation. The content of the module consists of sections devoted to the work of the most significant representatives of the literature of Udmurtia and Russian writers who influenced the formation of the cultural code of the region (V. Korolenko, M. Khudyakov, K. Mitrey, K. Gerd, M. Petrov, G. Krasilnikov, V. Ar-Sergi, V. Vladykin and many others). The programme module can be implemented both within the framework of the work curriculum for literature, and at the profile level in the form of an elective course. In accordance with the requirements of the federal state educational standard of secondary general education the course realizes innovative approaches, such as: system-activity, competence, personality-oriented contributing to the creation of an innovative learning space. Productive techniques and technologies (technologies of thoughtful reading, reading and writing for the development of critical thinking, research and project activities, ICT technologies, etc.), and the widespread use of Internet resources contribute to the formation of both subject and metasubject competencies. In addition to theoretical knowledge, students will acquire and improve practical skills in research, work with various sources, analysis and comparison of various texts including in the national language