DEVELOPMENT OF ASSOCIATIVE CONNECTIONS IN THE FORMATION OF LISTENING COMPETENCE (BASED ON THE MATERIAL OF THE GERMAN ADVERTISING DISCOURSE)

Abstract

The article examines development of associative connections during the formation of students' competence in listening based on German-language advertising discourse. The analysis of home and foreign scientists' works done in the field of the formation of students' competence in listening was carried out. When checking the associative potential of advertising material, a complex methodological approach to processing information has been applied, which includes a number of methods, i.e. analysis, synthesis, comparison, generalization, analogy, descriptive, and statistical (chi-square criterion, coefficient of mutual conjugation). Based on the outlined auditory goals in the process of the development of competence in listening, an analysis of the key components of the advertising material was carried out, and the effectiveness of the advertising campaign, based on the correctly formed sound image of the trademark, was proven. As a result of the phonosemantic and phonetic analysis of the advertising material, a permanent associative potential was revealed in the product name and advertising slogan. To solve the set tasks, 374 names of advertising goods and 618 advertising slogans were classified and examined in terms of the relationship between sound and content (symbolic meaning of sounds), and advertising material was differentiated by the category of the goods. When analyzing trademarks, the patterns of repeated vowel and consonant sounds have been observed, which affect the clarity and brevity of the sound. The effectiveness of phonetic-associative communication as an additional tool in developing students' competence in listening has been statistically proven. During the study of the advertising slogans with regard to the phonosemantic methods of activating the associative potential of the slogan, assonance, alliteration, onomatopoeia, synesthesia, repetition, and tautology were singled out, which directly form the phonetic competence of the listener. The work proves that the dominance of alliteration over assonance among advertising slogans gives them loudness, rhythm, and expressiveness. In order to confirm the initial hypothesis put forward by us, examples of exercises based on advertising material to establish an associative connection are offered.