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ELT Journal 1999 53(4):249-255; doi:10.1093/elt/53.4.249
© 1999 by Oxford University Press
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Articles

State of the ad: the role of advertisements in EFL teaching

Jonathan Picken

Associate professor in the Department of English at Tsuda College in Tokyo, where he teaches EFL and communication studies courses. He has an MA in TESOL from the University of London Institute of Education. He has published research on language testing and on the language of news, and practical teaching ideas on how to use ads, fairy tales, and clip art in EFL. He has also contributed to a Japanese-English dictionary, and co-presented a language course for NHK TV in Japan. E-mail: picken{at}gol.com

Advertisements are used in foreign language teaching, but the genre is by no means as all-pervasive in the EFL classroom as it is in everyday life. This article examines the main arguments for using ads in EFL, and with reference to recent research, focuses on some of the appealing uses of language, visual elements, and culture in advertising, and on how language teachers could exploit them in their classes.


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