Anastasiya Rolgaizer

The need to optimize, intensify and improve the quality of education raises the issue of improving the effectiveness of pedagogical control in the learning process of higher education institutions. High quality education cannot exist without teacher and students feedback which includes data on the results of the current, intermediate and final control. Taking into consideration the revision and amendment of government regulations in the sphere of education, the requirements to the effectiveness of the pedagogical process are constantly changing. The search for the ways to increase the effectiveness of pedagogical control becomes particularly relevant in this context. The purpose of this article is to evaluate the effectiveness of speech tactics that make actual the function of pedagogical control in terms of their contribution to the formation of a favorable psychological climate in the group of students. The research hypothesis is that a number of widely used tactics of pedagogical control do not contribute to the creation of supportive psychological learning environment, but also are unsafe for the psychological health of students, and consequently do not contribute to the formation of a successful student’s motivation for professional self-development. Methods of verbal actualization of the teacher’s communicative intentions in the situation of pedagogical control are considered in the social-pragmatic aspect. The verbal behavior of a teacher exercising his pedagogical control is subjected to a deeper interpretation by an addressee due to the action of the stressful evaluation factor. The results of some research in the field of psychology concerning prevention and pedagogical correction of motivation problems, internal control and learned helplessness condition are used in this study. The main speech tactics of pedagogical control in higher education institutions are presented. It is concluded that the implementation of particular speech tactics may either exert negative influence upon the student's mental health, his self-evaluation and psychoemotional state or also contribute to the development of creativity and motivation to become a top-ranked specialist of the new generation. The practical relevance of the research is that it can be used in the professional activities of university teaching staff and contribute to more effective management of pedagogical communication processes with the aim of creating favourable psychological environment.

The paper deals with the concept of social advertising and the main ways of influence on the addressee of an advertisement message. Particular characteristics of French social advertising, its main features and special aspects are analyzed in a specific context.