ИСТИНА

The issue of teaching advertising and marketing English has been under consideration in professional society for a long time. However, the spheres of linguistic advertology and teaching methodology continue to develop, so this issue remains topical. The aim of the research is to identify the challenges faced by advertising and marketing English teachers and to suggest possible solutions. Theoretical investigations in the field of ELT methodology and linguistic advertology and practical application of their results have demonstrated difficulties of incorporating the state education standards and requirements of professional marketing society in a syllabus. Realisation of this combination and their balance forms one of the challenges in the sphere under consideration. Other aspects which deserve attention are the following: stylistics studies, teaching professional terminology and integrating socioculturally marked advertising texts, which are integral for future marketing professionals. The research also suggests possible solutions to outlined problems (e.g. comparing definitions of different terms and synthesising their main characteristics when teaching terminology).