Advertising and language teaching

Over the past few decades, numerous scholars have emphasized the pedagogical potential of using advertisements in language teaching. For example, Rosi (2021) illustrates the wide range of opportunities advertisements offer across all proficiency levels. Nevertheless, CEFR descriptors directly reference advertisements only up to the B1+ level, classifying them as "simple everyday material" and omitting them from the repertoire of texts suited for more advanced learners. Contrary to this categorization, the current research indicates that very few advertising texts are genuinely simple. In fact, predictable content is rare, as advertisements often convey rich, up-to-date cultural meanings. While only a limited subset of advertisements may be appropriate for lower CEFR levels, advertisements as a genre represent a valuable resource for advanced learners. A critical approach to advertising can therefore support the teaching of text linguistics and communicative strategies. This paper outlines some possible teaching hints based on this perspective.