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ERIC Number: ED303996
Record Type: RIE
Publication Date: 1988-Apr
Pages: 14
Abstractor: N/A
The "Grammar" of TV Publicity.
Bussi, G. Elisa
Television advertising should be used for second language instruction for several reasons: availability; common features across cultures (i.e., familiarity); intrinsic, intentional didactic quality; convenient length; entertainment value and likelihood of student response; and the range of proficiency levels to which it can be adapted. A variety of approaches to analyzing commercials can be adopted, including content analysis, various forms of linguistic analysis, examination of the interplay of different codes (images and sounds), and semiotic analysis. Some basic composition rules can be used to compose commercials as a class activity. Five styles of advertising, each with a distinctive discourse type and communicative pattern, have evolved as the genre has developed and can be adapted for use in the classroom study of television commercials. (MSE)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Association of Teachers of English as a Foreign Language (22nd, Edinburgh, Scotland, April 11-14, 1988).