Some of the literature on the role of teaching culture in second language instruction is reviewed, with some emphasis on the work of Ortunio and the Kluckholn model of French culture. One instructor's use of French print and television advertising to teach French culture is described. Values such as intellectuality, traditionalism, and patriotism are cited. The teaching approaches include examining a large number of issues to identify appropriate ads, discussing with the class how advertisers appeal to consumers with both open and covert messages, and sensitizing students to hidden promises of the ads. Small group discussions among the students focus on specific French qualities or values to which the ads appeal. Differences between French and American ads are also discussed. (LB)