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ERIC Number: ED388072
Record Type: RIE
Publication Date: 1995-Apr
Pages: 34
Abstractor: N/A
Reference Count: N/A
Linking Multilingual Advertising to Foreign Language Teaching.
Martin, Elizabeth
It is suggested that print advertising is particularly well suited to classroom second language teaching because it is attractive, entertaining, contains powerful emotional or factual messages, and is concise. Research indicates that multilingual or code-mixed advertising is common and reveals interesting linguistic phenomena, including semantic, grammatical, and syntactic ambiguity, word-border displacement, lexical innovation, idiom transformation, and phonetic repetition as well as code mixing. Advertisements also reflect cultural traits and images, including connotations associated with use of certain orthographic systems. English is the most popular language with which another language is paired, but is also considered inappropriate in some cultures. Characteristics of multilingual ad copy containing English include explicit cues to meaning or to English pronunciation. Several examples of possible use of code-mixed advertising in language teaching are offered, with illustrations from ad copy. Suggestions include vocabulary or grammar activities based on ad content, pronunciation exercises, and discussion of cultural clues and influences in format and language use. Brief guidelines for selecting and adapting advertisements for the foreign language classroom are also presented. (MSE)
Publication Type: Guides - Classroom - Teacher; 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 Eastern Michigan University Conference on Languages and Communication for World Business and the Professions (13th, Ypsilanti, MI, April 6-8, 1995). For related documents, see FL 023 315-328.