Abstract. Within the framework of the communicative-discursive research line, the study of linguistic gender construction in the communicative interaction of individuals in various types of discourse is conducted. A great number and variability of the concepts of masculinity and femininity makes it possible to manipulate them in mass communication discourses, for example, in advertising. The research of advertising discourse reveals gender stereotypes, which are used as a tool for transferring information about the object of advertising and about social reality. The analysis of advertising shows that according to the traditional ideas about the social role of men and women, the construction of images of not only advertising personalities but of the object of advertising itself takes place in modern advertising discourse despite the attempts to neutralize the gender factor.

The article aims at highlighting the usefulness of grammatical explanations when associated with prototypes of actual productions of utterances. At the same time, textual functions of grammatical markers will be associated to complete the analysis of the textual structure.

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This thesis deals with teaching foreign language and the importance to develop intercultural skills and know-how which include the ability to bring one's own cultural origins and the foreign culture into relation with each other, together with the ability to understand and empathize with the values and conditions of others. The language learner needs to develop other skills than sociocultural knowledge and have to improve interpersonal relations and develop intercultural awareness.

References (transliterated) 1. Golikova O., Myroshnychenko V. (2016) Innovative teaching and development techniques at the Department of business foreign language and translation of NTU "KHPI"/ In European Humanities Studies: State and Society.