Advertising language as a means of forming students' cross-cultural competence

The process of globalization changes the requirements to the competences of university graduates. That is why many universities in the Russian Federation are aimed at changing and enlarging their curriculum so as to include the courses that can add to the linguistic and cross-cultural competence of students, making them more competitive on the labour market. With this in view, the university administration supports the introduction of programs for additional professional education which enable undergraduates to acquire several qualifications simultaneously. "Translator for professional communication" (namely, economics) is an example of such program which is organized in the Kazan Federal University at the department of foreign languages for economics, business and finance. The program curriculum includes the "Advertising language" course and the purpose of the article is to describe the cross-cultural potential of the discipline mentioned and determine its significance for would-be translators. Cross-cultural competence is viewed as a vital component of translating competence as the process of translation cannot be implemented without the ability to interact cross-culturally. As a result of completing the course students form cross-cultural competence, enhance their linguistic and translating skills; gain the ability to distinguish cultural differences and specific cultural traits, as well as the ability to cope with these differences. (C) 2014 The Authors. Published by Elsevier Ltd.