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Aim. The aim of the article is to reveal gender realisation peculiarities in English and German advertising texts. The concept of the research work is focused on the idea that representatives of different languages and cultures make unique world environment. The work proves the concept validity of the unique language nature in the distinctive idea of its cognitive base formed by an ethnic group. Methods. The concepts of universality and uniqueness of the linguistic and cultural features of gender perception are revealed using the methods of analysis and generalisation. Results. The result of the research work is in the necessity for advertising texts to have special gender language markers which are the kind of signal influencing the conscience of men and women while making purchases. The authors stress that social characteristics of men and women, such as age, social or family status expressed in the form of various degrees of comparison of adjectives are used mainly in English magazines; while German advertising texts put the use of adjectives and articles on the first place. Advertising for women have the set of a special expressive and emotional language tools complex while for men the use of vocabulary stressing the main type of activity of a man - energy is of the top priority. Conclusion. The research work presents cognitive value in theory and practical recommendations to gender linguistics specialising in advertising texts structure illustrating peculiar features of men and women as consumers being influenced by language, cultural, psychological characteristics. [ABSTRACT FROM AUTHOR]

Aim. The presented study aims to briefly present the possibilities of using and implementing elements of traditional culture in the teaching process at primary and secondary schools in Slovakia. It points out all the aspects and factors that enter the educational process when using these elements. Concept. Regional education is being applied in the educational environment of schools in order to develop the children with the right stimuli. The aim of including knowledge and partial topics of traditional folk culture in teaching is mainly to motivate students and arouse their interest in the cultural heritage of their ancestorsand country. We use comparative methods to clarify the relationships between ethnology, pedagogy, ethnopedagogy, and their interconnection in the pedagogical process. We define the primary goals of regional education, methods, and forms of teaching regional education, focusing on interactive forms of teaching. Results and conclusion. The values and the importance of traditional culture should be assessed in terms of the functions of education and training in a broader societal perspective. Regional education should make a significant contribution to the transmission of culture in education. The research results indicate the need to implement ethnopedagogy into the current educational process at all levels of education and scientifically verify its success. Research restrictions. The main research problems or limitations are related to the fact that this subdiscipline has not yet received attention in Slovakia. Originality. The paper presents an original view of ethnopedagogy and regional education issues through the lens of ethnology and pedagogy and defines key subjects of interest focusing on Slovak/Central European needs and contexts. [ABSTRACT FROM AUTHOR]