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On the one hand, artificiality and lack of information in such nominations allows to accept their usage as one of the marketing ploys. But on the other hand, each denotation can not be considered equivalent to a designation of a public catering enterprise which exists in the language, as every borrowing has a completely different meaning the source language than in the Russian language of the XXI century.

Let us turn to linguistic facts. The word "eatery" is considered archaic: this was the proper name of a gin-palace with the cheapest food; today the word, as a rule, is used in a figurative

mening and it defines a bad restaurant [1**]. A tavern in some Western countries is called a small inn, a gin-palace [1**], a pub is a saloon in England [1**]. A saloon is an eating-house, a beer bar in the USA [1**]. A teahouse (chaikhona) is a tea lounge in Eastern countries. In Russia, this is the proper name for restaurants of Uzbek cuisine.

Reinterpretation of borrowings and return of archaic words for indication of the type of an enterprise, apparently, do not correspond to the linguistic methods of their definition which are fixed in business communication, as the leading point in exotic nominations is not on substantive, but on evaluative content. It expands the zone of meaning of a proper name. Therefore, the following representations of business enterprises from the public catering sector will be regarded correct in a nominative aspect: cafe "Eatery "Alice and Basilio"", cafe "Gin-palace "Yolki-Palki"", beer bar "Pub "Shamrock", etc.

The complication of spelling and punctuation of such nominations which proper name experts avoid in spite of literacy laws does not contribute to their inclusion in the system of proper names on the shop signs.

Another variant of development of the system for definition of business enterprises offers reference to the morphological resources of the language. These are types of two public catering enterprises such as cafes and bars found in Voronezh

The type of an enterprise can be represented by a compound word which consists of two or three roots. One of them is a cafe, and the second and the third ones specify kinds of entertainment, the menu, etc. The root order in the nomination is determined for each case.

There are examples of these types of categories with the root "cafe".

There are 16 two-component nominations: cafe-bar ("Laguna", "BarakO`Mama"), cafepub ("Garage", "Nails"), cafe-billiard room "Grand", cafe-pie room "Stolle", Internet cafe "Hitzone", cafe-canteen ("Krinitsa", "Rose"), art-cafe "Yabloko / Apple", cafe-club "Pantheon", "FEHU", cafe-music club ("Vinyl"), cafe-bakery "Cinnabon", cafe-confectionery "YolkiIgolki", express cafe "Robin Sdobin", cafe-bistro "Fifth Element", cafe-pizza house "CafeTomato", time-cafe "Sovinformburo". Sometimes the type of an enterprise is accompanied with the definition, for example, the Soviet cafe "SOVOK".

There are 2 three-component nominations: cafe-bakery-confectionery "Monet", bakery- cafe-espresso "laFFka". Only in one example the proper name of the type of an enterprise is complicated by the prefix: anticafe ("Atmosphere", "Attic").

The kinds of bars are also numerous, judging by nominations of their types. There are 12 two-component proper names among them: karaoke bar "Solo", "Plehanov", coffeehouse bar "BaH", disco bar "Zavod", steak bar "Tartan", sports bar ("BeerLine", "Time Out"), tiki bar "Shaka", sushi bar "MesTo", cocktail bar ("French 75", "CherryBerry"), bar-billiard room "City", pizza bar "Tsaplya", juice bar "VitaJuice", razmotay bar "Bobbin".

The types of bars are practically not repeated. The low frequency of morphological neologisms such as compound words indicates that the linguistic status of the described units corresponds to the component of the proper name, but not to the indication of the type of enterprises. In other words, according to these nominations we can speak about the tendency towards lexicalization of the proper name of the type of an enterprise.

A similar situation can be observed in the nominations of the types of restaurants: barrestaurant "Actor", club-restaurant "JonJoly", cafe-restaurant "Accordion", domestic restau-

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rant "Kirovsky", beer restaurant "Admiral Benbow", "Posadoffest". To tell the truth, an incomparably small number of restaurants in comparison with bars and cafes indicates to inclusion in the nominative process, but still there are no examples of lexicalization of nominations.

We should remind that in rare cases the nomination of the type of an enterprise may be included in its proper name, for example, "Cafe-garden", "Club-bar", "Cafe-Cafe". There are also enterprises that do not have a specific typology, for example, "Dough & Meat" is defined as "a place of delicious food".

Summarizing the facts about the development of the nominations of types of public catering enterprises, we should mention that proper name experts turn to all possible ways of enriching the system of specific vocabulary such as historisms, borrowings, morphemic innovations so that the proper name could perform advertising, certifying and individualizing functions.

In the overwhelming majority of cases authorial neologisms retain the status of an exotic element of the language and are rarely lexicalized. The relationships of the elements or components of a thematic group are found between lexical items.

In our opinion, the process which takes place in the system of nominations does not follow requirements of conciseness of advertising information: up to four components of a proper name can be found on the modern shop sign, for example, sports bar "BeerLine". Whereas twenty years ago one component was enough for a proper name, for instance, "Grain", "penka", etc.

Another variant of interaction of the specific vocabulary representing the proper name of the type of an enterprise with other elements of the nomination that certify a specific institution is found in the proper names of travel agencies located in Voronezh.

In addition to an ordinary phrase "a travel agency" or its abbreviation "turagentstvo" other linguistic units that figuratively convey the semantics of the activity of a business enterprise from this sphere of entrepreneurship were discovered. They are: "Voronezh Travel Company", "Voronezh Club of Rest and Travel", "Travel Club", "Greek Club", "Beach Rest Agency Well", "International Travel Agency", "Central Agency of Air Communications", "Federation of Tourism", " Travel Firm Nadezhda", "German House of Travel", "Travel Shop", "Travel Fair", " Tourism CentreTanais ", "Travel Boutique".

By contrast with the specific vocabulary used to individualize public catering enterprises within the sphere of activity, these nominations are included in proper names. In this case the words which indicate the type of an institution in these examples do not give the consumer additional information about the services that he can receive. Moreover, the words are interchangeable: "Voronezh Rest and Travel Club" – "Voronezh Rest and Travel Shop", "Central Agency of Air Communications" – "Central Club of Air Communications ", "Travel Shop" – "Travel Firm", "Travel Fair".

Thus, the words "office ", "club", "house" are traditionally used to define certain institutions or organizations (lost property office, village club, youth house) and their interchangeabil-

ity is impossible [1**]. The words "company", "agency", "firm", "shop" have precise semantic boundaries which are the name of a commercial or industrial enterprise [1**], therefore, in the presented number of direct nominations their interchangeability is not allowed.

The abovementioned properties are also found in the following nominations. The word "boutique" borrowed from French serves as the proper name for a small highly specialized

store or a shop [1**]. "A federation" is a union of separate societies and organizations [1**], "a fair" is a congress of trade and industry organizations [8], and "a centre" is a leading institution of some industry [1**].

Advertisers consider the use of these listed specific lexemes in the proper name as a marketing ploy. These words do not provide new information about the institution, the type of which is indicated, but they are included in the proper name as part of it. The type of a business enterprise remains unchanged in all cases, as they say, it preserves the nomenclative unity. At

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the same time, it expands the area of meaning of the proper name and, apparently, contributes to the formation of advertising associations[12].

We can say that the figurative meaning that develops in nomenclative nouns always carries out a positive evaluation. They emphasize the status of the service provider and the size of his enterprise. In other words, this not only individualizes the enterprise, but also increases the importance of the manufacturer and the seller of services.

This evaluation component is also subordinated to the definitions attached to it. They practically always update the non-existing status: "Voronezh Travel Company", "Central Agency of Air Communications", "German Travel House", "Greek Club", etc.

The frequent way of naming and individualizing of tourist agencies induces the characteristics of the proper names of business enterprises which are difficult to combine with the advertising conciseness and the intended location on the shop sign. There are practically no dissyllable (two-component) nominations: "Travel Club", "Greek Club", "Travel Fair", "Travel Boutique", etc.

Trisyllabic (three-component) proper names have also become rare: Voronezh Travel Company", "German House of Travel".

There are examples of four-component proper names of enterprises: "Central Agency of Air Communications", "Travel Agency the Empire of Rest", "Travel Agency Travel Palette", "Travel Agency Mosaic of the World", "Travel Company the ABC book of the World", "Travel Agency the World of Wanderings", "Travel Agency the Dream Island", "Travel Agency the Orient Express".

Nominations which consist of five components (separately written words) have appeared recently: "Voronezh Club of Rest and Travel", "Travel Company the Chick by the Sea", "Travel Agency the World on the Palm ". In our opinion, the increase in the extent of the nomination is due to the fact that these enterprises represent themselves on the Internet more then on the shop signs.

Thus, nouns denoting a manufacturer of services for tourists can be understood as a variety of equivalents within the nominations of this type of an enterprise: company, club, agency, federation, house, centre, boutique. They develop figurative meanings and convey a positive assessment of the business enterprise.

The development of figurative and evaluative meanings has characterized the evolution of the language throughout the history. In this case the observed result of the transformation of word characteristics is rather a complex phenomenon. As it is reproduced in different rows of lexemes, it should be recognized systemic for the evolutionary development of the language. But by the origin it refers to individual authorial formations, as it represents the properties of a neologism created here and now by a proper name expert not the characteristics of a word that are fixed by the dictionary.

The most highly-demanded language means of the nomination have become multicomponent word combinations. Apparently, through this way of representing a business enterprise the best possible conditions for varying and individualizing of proper names appear.

In the multi-component nominations, especially in those that consist of three or four components, semantic processes in lexical units seem to be quite complex. On the one hand, the inclusion of specific vocabulary in the proper name indicates the development of figurative and positively evaluative semantics in this proper name, which, of course, enriches the lexical level of the language. On the other hand, the obligatory component that names the type of services like tourist, travel within the nomination does not acquire a figurative meaning and a positive emotional coloring.

As the research shows, only the component that names the type of services turns to be informative in the nomination. Its lexical actualisators receive the status of a keyword in the corresponding group of the proper names of business enterprises. At the same time the simultaneous multiplicity of perception principles does not simplify the associative activity of a prospec-

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tive buyer. In fact, it is difficult to combine this phenomenon with tasks of advertisement as it distracts buyer,s attention to comprehension of language games, while the analysis of the object for purchase and sale gives way.

Moreover, the way of writing of the proper advertising component such as "Travel Company the Chick by the Sea", "Travel Agency the World on the Palm" - without quotation marks complicates the occurrence of positive associations in the mind of a prospective consumer, due to the fact that quotation marks are still preserved in the proper names of other business enterprises.

A prospective consumer is forced not to comprehend the offered commodity, but to spend time and intellectual energy to overcome the semantic "bumps" caused by the alternation of the components of the nomination in the sequence of the figurative - direct - figurative.

It should be emphasized that in Russia there is also a different principle of certification of business enterprises. If earlier the proper name was given to the business enterprises such as the Kirovsky grocery store, but lately the proper name has been given to the form of property: LLC "Managing Company Reliable House", OJSC "Confectionery Concern Babaevsky". At the same time the concern produces Dark Chocolate with Babaevsky filling with chocolate filling. It seems that the nomination which is important for the enterprise is difficult to agree with the laws of the Russian language stylistics.

Preservation of the informative component in the nomination is also characteristics of the proper names of pharmacies. The group of keywords is made up of the demonstrators of each of the components that are included in the nominative triad. The seller is represented by the word pharmacy, the commodity is represented by the affix forms of the root pharm-, the buyer is foregrounded by the root of the word health.

If the nominations of travel agencies conveyed the status of the enterprise through the words company, club, firm, agency, federation, house, centre, boutique, the proper names of stores which offer medicines and drugs contain the following words: house, branch, holding. Here are the examples: "Pharmacy branch Rainbow ", "Pharmacy branch Favourite", "LLC Pharmacy House", "Pharmacy-Holding".

The comparison of two lines of specific vocabulary shows that the search of speech equivalents is a difficult task for proper name experts. Its successful solution is due to the study of the internal form possibilities of each of the nominations of enterprise types in a particular area and the practical development of this field of activity.

The next group of nominations is based on the same principle as the proper names of travel agencies. Apparently, marketing specialists believe that the definition brings in the necessary information, in addition to the fact that it distinguishes between similar nominations. "Russian Pharmacy", "International Pharmacy", "First Pharmacy", "Provincial Pharmacy", "Clinical Pharmacy", "Central Pharmacy", "Ostuzhevskaya Pharmacy", "NevskayaApteka", "City Pharmacy on Duty".

The geographic position can be motivated, meaningful in the nomination if it corresponds to the level of service and the range of goods (for ex. in Voronezh "Nevskaya Pharmacy "). Otherwise, when the proper name is perceived, it will become more and more ironic, which doesnot contribute to an increase in sales.

The root pharm- , which is used in the sphere of manufacture and sale of drugs and defines goods, turns out to be highly frequent in the nominations: 23% of the proper names of pharmacies in Voronezh are formed with it. Thus, the principle that existed in our country even under a single form of property is still developing. Let us take Fabrics, Books, Sports goods as examples.

There are a number of nominations in which the root pharmis involved for their formation. The root of a foreign origin is active in morphemic word-building. Let us give examples of authorial neologisms.

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There are two types of compound words. The first type is written with hyphen and the other one is with concatenation:

a)"Hope-Pharm", "Union-Pharma", "Visit-Pharm", "Logos-Pharm", "Melissa-Pharm", "Pharm-Nega", "Sport-Pharm", "Pharmacist-City".

b)"Zheldorpharmatsiya", "Voronezhpharmatsiya", "Pharmservice", "Pharmstyle", "Khimpharm", "Pharmakor", "Ecopharm".

The material shows that in two-base words the root pharmis mainly the second. There are examples: the combinations of words include Pharmacy LLC "DaPharm", Pharmacy LLC "Mirrapharm", "VlastaPharma Plus".

Actual terms inlude"Pharmacy", "Pharmaceuticals".

A special place among the newly formed combinations is occupied by words in which the root pharmbegins the word In such neologisms the parts of the word behind it are associated with the suffixes "Pharmakom", "Pharmia", "Pharmonix" among the native speakers. Moreover, the presence of such affixes in the morphemic system of the language as well as their motivation in this position are not taken into account.

In such neologisms it can be difficult to distinguish the boundaries of the nomination. Thus, in the nomination Pharmacy LLC "DaPharm" the spelling with a capital letter indicates that the proper name begins with the word Pharmacy, but the use of quotation marks transfers the boundaries of the individualizing nomination.

The third key word in the nominations of this business enterprise is health.

Let us think of its speech realizations used on the shop signs of pharmacies. All of them evoke positive images in the minds of people, "promise" that the buyers will acquire health and beauty which are extremely necessary for everyone with the help of the medicines they offer.

These are among such pharmacies: a) "Melody of Health", "Rainbow of Health", "World of Health", "Round of Health", "Formula of Health"; b) "Healthy City", "Healthy People", "Healthy image"; c) Pharmacy "Medicine. Beauty. Health","Health", "Health resort".

The analysis shows that a single –meaning and positively evaluated definition turns out to be open for the development of a figurative meaning and combinability with lexemes of different semantic groups that cannot be correlated in the direct meaning: melody – rainbow – world

–round – formula. It should be mentioned that metaphors which are currently offered by the proper name experts are perceived with difficulty.

We can assume that the development of proper names of pharmacies may follow the way of the formation of figurative meanings for the keyword health, although it is difficult to metaphorize its already formed seme and evaluative content. Or else it may apply morphemic word building. These techniques are often used in the formation of nominations from the root pharm-.

Nominations of agencies that deliver services develop in the following ways. The proper name includes specific vocabulary that entitles the type of an enterprise. This technique has already been described by us in relation to proper names of pharmacies and travel agencies. There are two nominative units of this kind. They are agency and holiday, which receive the status of keywords.

The individualization of the proper name that is necessary for certification implies the variability of the components in this part of the nomination, which is determined by the norm of the language as a way of expressing the definition.

Therefore, the word that names the type of services can be materialized as the following parts of speech: a) an adjective: "Event Agency Ideal Wedding", "Event Agency Pleasant Things", "Event Agency Central Entertainment Bureau", "Event Agency, provides show presenters Safonov "; b) a noun used in plural in the genitive case: "Event Agency Carnival", "Event Agency Holiday-Yes.ru", "Event Agency Art-Courage", "Event Agency Ice Gallery", "Event Agency Theatre of Animation Nezabudkino".

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Another way is inclusion of a component that is semantically similar to the derived preposition, for example for organizing (singular, dative case) "Agency for organizing events Pyrgoroy", "Agency for organizing events Sweet May".

In nominations of this type the quantitative factor plays an important role.

Having analyzed all actual material, the conclusion that the same lexico-grammatical model is used in proper names of business enterprises of this type no more than 5 times can be made. Then lexical varieties of one of the key components appear in the nominations. Thus, the component eventis conveyed lexically through the word celebration: "Celebration Agency Cinderella", "Celebration Agency Master-Show".

Nominations of the enterprise type named agency that were formed in business relationships give way to the nominations of space which were accepted in the field of creativity: "Studio for organizing celebrations Miracle holiday", "Studio of happy events", "Studio of holiday design Floret" (borrowed from French, means narrow silk ribbon (notes of authors)), "Studio for organizing events ", "Studio of ideas and events", " Studio of personal event projects Assol" as well as " Workshop of romantic events Lovestory (Love story (notes of authors))".

A number of formal proper names of the type of a business enterprise within the nomination on the shop sign include nouns that are used in a figurative meaning, although when denoting business enterprises from other areas, they are used in a direct, close to terminological meaning: Bureau of Birthdays and Events, Academy of Event, Centre for organizing events, Banquet market, Company Autoparty Event (notes of authors), entertainment club forchildren Merry Jungle; service of orders for Santa Claus and Snow Maiden Wizard. A similar phenomenon was observed in the nominations of travel agencies.

The variety of proper names also covers nominations borrowed from the sphere of show business: art - space Party with a Filling, Science and Entertainment Show Art-Fun, show programmes Showroom.

The given examples are numerous in quantity. All of them confirm the statement that elements of a business style and, in particular, units of specific vocabulary are able to acquire positively colored evaluative components and, on this basis they can be involved in the forming of advertising style.

Let us turn to the number of equivalents of specific denotations of business enterprises, which are included in the proper name. If nominations of travel agencies contain the words company, club, agency, federation, house, centre, boutique, proper names of enterprises that provide entertainment include agency, studio, workshop, bureau, club, banquet-market, service.

There are practically no repetitive components in the variety of proper names, except for the words club, agency. This linguistic fact fixes the direction of semantics development and evaluativity in neutral vocabulary with the area of performance in business communication. Lexical units find themselves in conditions where they develop figurative meanings and convey a positive evaluation of a business enterprise.

The development of business area gets quite unexpected realizations being accompanied by the formation of the advertising style. The unique character of the nomination combines concision which provides the speed of perception and active reaction of a prospective buyer and the completeness of the proper name that is necessary for legal certification of the enterprise.

For this reason we face more and more multi-component proper names of business enterprises instead of single-component ones. There are examples of individualizing nominations for event agencies. These nominations consist of

a)five components: "Event Agency Central Entertainment Bureau", "Workshop of romantic events Lovestory (Love story)", "Entertainment clubforchildren Merry Jungle", "Studio for organizing celebrations Miracle holiday"," Studio of personal event projects Assol";

b)six components: "Agency for the organizing events Sweet May";

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c)seven components: "Event Agency, provides show presenters Safonov", "Organization of events, packaging and delivery of gifts Centre-Grand", "Service of orders for Santa Claus and Snow Maiden Wizard";

d)eight components: "Organization and holding of events for children event agency At-

tic".

The analysis allows us to draw conclusions: proper name experts try to combine the possible and necessary points in the official style together with the associative and positively colored options in the advertising style. Therefore, on the one hand, in the status of proper names of business enterprises we face nominations that are difficult to perceive and understand, but on the other hand, the prospects and ways of evolution of the Russian language as a dynamic system are indicated by the search conducted by the proper name specialists.

References

[1]Astaf'eva I.A. Sposoby nominacii v rechevoj sitaucii goroda: na materiale oikodomonimov g. Omska: dis. ... kand. fil. nauk / I.A. Astaf'eva. – Moskva, 1996. – 148 s.

[2]Kozlov R.I. Ergourbonimy kak novyj razryad gorodskoj onomastiki: avtoref. dis. ...

kand. filol. nauk / R.I. Kozlov. – Ekaterinburg, 2000. – 23 s.

[3]Starodubceva V.V. Nominaciya vnutrigorodskih predpriyatij i uchrezhdenij v sovremennom russkom yazyke: na materiale ojkodomonimov g. Ul'yanovska: avtoref. dis. ... kand. filol. nauk / V.V. Starodubceva. – Moskva, 2003. - 21 s.

[4]Emel'yanova A.M. Ergonimy v lingvisticheskom landshafte polietnicheskogo goroda: na primere nazvanij delovyh, kommercheskih, kul'turnyh, sportivnyh ob"ektov g. Ufy: avtoref. dis. … kand. filol. nauk / A.M. Emel'yanova. – Ufa, 2007. – 24 s.

[5]Nosenko N.V. Nazvaniya gorodskih ob"ektov Novosibirska: strukturnosemanticheskij i kommunikativno-pragmaticheskij aspekty: avtoref. dis. ... kand. filol. nauk / N.V. Nosenko. – Novosibirsk, 2007. - 22 s.

[6]SHCHerbakova T.V. Iskusstvennaya nominaciya kommercheskih predpriyatij: na materiale tyumenskih naimenovanij: avtoref. dis. ... kand. filol. Nauk / T.V. SHCHerbakova. – Tyumen', 2009. - 24 s.

[7]ButakovaE.S. Ergonimy inoyazychnogo proiskhozhdeniya v kommunikativnom prostranstve goroda: avtoref. dis. … kand. filol. nauk: / E.S.Butakova. –Tomsk, 2013. –25 s.

[8]Lapinskaya I.P. Imena sobstvennye biznes ob"ektov kak predmet sovremennoj lingvistiki / I.P. Lapinskaya, M.A. Manukovskaya // Nauchnyj zhurnal Sovremennye lingvisticheskie i metodiko-didakticheskie issledovaniya. – 2019. – №1 (41). – S. 18-29.

[9]CHto v imeni?: monografiya / I.P. Lapinskaya, M.A. Denisova, D.A. Sorokina i dr.; pod red. I.P.Lapinskoj. – Voronezh: FGBOU VO «Voronezhskij gosudarstvennyj tekhnicheskij universitet», 2016. – 219 s.

[10]Stil' reklamy: rechevye formy: monografiya / I.P. Lapinskaya, M.A. Denisova, O.V. Gosteva i dr.; pod red. I.P. Lapinskoj. – Voronezh: FGBOU VO «Voronezhskij gosudarstvennyj tekhnicheskij universitet», 2016. – 161 s.

[11]Lapinskaya I.P. Dinamika semanticheskih processov v stile reklamy (na materiale ISBO) // I.P. Lapinskaya, M.A. Manukovskaya // Innovacionnye processy v lingvodidaktike. Sbornik nauchnyh trudov. – Voronezh, 2018. – S.36-42.

Dictionaries used

[1**] Bol'shoj tolkovyj slovar' russkogo yazyka [pod redakciej S.A. Kuznecova], URL: http://gramota.ru/slovari/ (vremya obrashcheniya 02.02.2021).

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METHODS AND DIDACTICS

DOI 10.36622/MLMDR.2021.63.38.005

UDC 811.111

BLENDED METHODS OF TEACHING

THE ENGLISH LANGUAGE OF PROFESSION

O.K. Ilina

Moscow State Institute of International Relations (University) Candidate of philology, Associate Professor, MGIMO,

Associate Professor of English language department № 3 of MGIMO-University, Olga Karlovna Ilina

e-mail: Ol-1-Sh@yandex.ru

Statement of the problem. In the information society, which focuses on self-education, the forms of presentation of educational material and work on it have changed. Due to the use of information and communicative technologies, blended learning, which is a relatively new educational form, has firmly entered the educational environment. In this regard, it is important that both the teacher and the student have skills that combine distant and traditional learning methods.

Results. The article examines the techniques of the flipped classroom and case study in teaching the English language of advertising and public relations, which change the sequence of work and make the educational process more creative and attractive compared to traditional teaching methods.

Conclusion. The flipped classroom and case study methods are fully consistent with the current stage of education development, which puts creativity at the center of the learning process; makes self-study the leading educational form; aims at lifelong learning; changes the role of the teacher, turning him/her from the only source of knowledge into a consultant and assistant in solving specific problems; individualizes the learning process, taking into account students’ interests and capabilities.

Key words: blended learning; interactive learning; traditional learning management; distant learning; flipped classroom; case study; case; self-learning; language of profession.

For citation: Ilina O.K. Blended methods of teaching the English language of profession / O.K. Ilina // Scientific

Journal “Modern Linguistic and Methodical-and-didactic Researches”. – 2021. - № 2 (33). – P. 51-57.

Introduction.

Until the beginning of the XXI century, l e a r n i n g m a n a g e m e n t in higher school was t r a d i t i o n a l and had a one-way character: the teacher provided students with the necessary information, on the basis of which they did exercises and performed various assignments.

In other words, the students’ educational activity was not more than the acquisition of “readymade” knowledge, and not the result of independent search and analysis. In these circumstances, students were not often actively involved in the educational process, showed insufficient motivation and low level of personal responsibility [1].

The information society, of which we are a part today, makes new demands on education. Due to the spread of computer-based technologies, self-education and s e l f - l e a r n i n g become the leading forms of knowledge acquisition; the teacher turns from the main source of information into a consultant and assistant in solving specific problems; creative activity becomes the center of the learning process. Educational institutions strive for the introduction of i n t e r a c t i v e l e a r n i n g , that is, the organization of the educational process, in which students actively communicate with the teacher and with each other.

___________________________

© Ilina O.K., 2021

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (33), 2021 ISSN 2587-8093

Today, b l e n d e d l e a r n i n g is becoming increasingly important. This is an educational approach that combines the acquisition of knowledge “face-to-face” with the teacher and on the basis of d i s t a n t l e a r n i n g . Within the framework of b l e n d e d l e a r n i n g the student independently controls the way, time, place, and pace of education, integrating the methods of traditional and online education [2]. Many official guidelines consider b l e n d e d l e a r n i n g a format with great potential, because it combines the best features of traditional education and the opportunities of information technology, thereby contributing to the renewal and improvement of teaching methods.

B l e n d e d l e a r n i n g is made possible in many ways due to Bring Your Own Device technology, which was originally aimed at saving money on equipment for company employees by encouraging them to bring their personal devices and work on them. It is associated with the name of Rafael Ballagas, who in 2005 released the work “BYOD: Bring Your Own Device” and explained the meaning of this concept as the opportunity to use one’s own gadgets in official organizations.

The use of this technology in education involves the inclusion of students’ personal digital devices in the learning process and, in fact, turning them into the means of teaching [3]. This solution undoubtedly brings a novelty effect to the learning process and is attractive to students. In fact, any smartphone is a small pocket computer that can do more than just be a means of communication and access to the Internet. The instructor can include assignments in the lesson plan that get students to take photos, shoot videos, use email, open links, read texts and watch videos on the Internet, install and use specific applications, and perform other activities online.

The most important tasks of b l e n d e d l e a r n i n g technologies are to increase the time of interaction between the teacher and the student, as well as students with each other so as to involve them in active practicing the material in the classroom. Among the forms of b l e n d e d l e a r n i n g are the “f l i p p e d c l a s s r o o m ” and the c a s e s t u d y , which allow for the order of work to be changed starting with students’ independently receiving the information online a link to which is given to them by the teacher. Students can do this as a homework assignment, or the teacher can allocate time for this in the classroom, and only after independently reviewing the necessary information, do they begin to perform practical activities. The

“flipped model” of learning moves the delivery of knowledge to the student’s personal space, and more time is spent on developing practical skills, explains Jonathan Bergman, one of the authors of the idea of the “f l i p p e d c l a s s r o o m ” [4]. Today when organizing students’ work on the c a s e s t u d y , the teacher does not necessarily have to print out a package of documents for solving the c a s e . It is enough to give one or more links to Internet resources.

The object of the study is the educational process of teaching professional English in the aspect of advertising and public relations. The subject of the study is the use of the “f l i p p e d c l a s s r o o m ” and c a s e s t u d y technologies as the forms of b l e n d e d l e a r n i n g .

Research methodology.

The research is based on the methodological principles of teaching a foreign language in the b l e n d e d l e a r n i n g format, ways of teaching a foreign l a n g u a g e o f p r o f e s s i o n , as well as the basics of a communicative approach to teaching a foreign language [5]. The material of the study included the English-language Internet resources on the “History of Public Relations”. The main research methods were observation, analysis, synthesis, and comparison.

The results of the research.

First, let's look at the technology of the “f l i p p e d c l a s s r o o m ” on the example of learning English of advertising and public relations on the topic “The History of Public Relations”. The teacher sends students a link to a short video (5.54 minutes long; when the video is transformed into the text, it will turn out to be 4,500 printed characters) called “Public Relations History” [6] and asks them to watch it themselves trying to understand its content.

The video tells us that the history of public relations goes as far back as to the ancient pyramids, which, towering over a sea of sand, were the evidence of the power and influence of

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the political regime that existed at that time. So, ancient architecture had an impact on the target audience, encouraging people to feel awe of power; and it was the first public relations tool in the history of mankind. Later, another form of influence on society appeared – a social protest. This tool was used, for example, in America in 1773 during the Boston Tea Party, which frightened the officials of the British administration so much. The video also mentions the activity of the American entrepreneur Phineas Barnum, who in the XIX century gained fame through the use of such aggressive methods of promoting show business as bribery and “fun cheating”. The well-known maxims of Barnum are given in the video, such as:

“There is no such thing as bad publicity”, “I don’t care what newspapers are saying about me as long as they get my name right” [6].

It is expected that students will not understand some of the realities that were mentioned in the video in connection with the activity of Phineas Barnum. Therefore, they will have to search the Internet for more information about them. For example,

Fiji mermaid (an object of sideshows composed of the torso and head of a juvenile monkey sewn to the back half of a fish. It was a common feature of P.T. Barnum’s shows and was presented as the mummified body of a creature that was supposedly caught near the Fiji Islands in the South Pacific) [7]; grumpy cat (an American Internet celebrity cat known for her permanently “grumpy” facial appearance, which was caused by an underbite and feline dwarfism. She was the subject of a popular Internet meme in which humorously negative, cynical images were made from photographs of her) [8].

The video also deals with the public relations activity of Abraham Lincoln, Henry Ford, Franklin Delano Roosevelt, and Edward Bernays as the greatest professionals of this industry in U.S. history.

After watching the video, students answer the questions based on its content:

What are the oldest examples of Public Relations? How is the Boston Tea Party characterized as a public relations event? What is PT Barnum known for? What maxims is PT Barnum remembered for? In what reference were a mermaid and a grumpy cat mentioned in the video? What are Abraham Lincoln, Henry Ford and Franklin Delano Roosevelt known for in the history of public relations? How did Edward Bernays present the core concept of public relations? Do you happen to know anything about Sigmund Freud? What were the essential elements of the Lucky Strike PR-campaign? Have you heard anything about Judy Garland and Fred Astaire? How did Stuart Ewen characterize public relations [6]?

The next exercise is aimed at understanding the professional vocabulary used in the video. The teacher asks students to recall in which sentences they met the following phrases:

A public statement; a staged revolt; the foremost figure; press agentry; aggressive promotion practices; go to great lengths; draw audiences; not to be above lying or crafts manipulation; for better for worse; notable figure; cultivate public opinion; message positioning; conversational tone; manufacture public opinion; engineer consent; use to great effect [6].

Students are expected to remember quite a few statements containing these words. For example:

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