A reflection on why and how the use of advertisements can enable language learning in the (E)FL classroom

Advertising discourse is one of the society’s ‘most pervasive forms of discourse’ (Delin, 2000: 123). Advertising discourse means a way of speaking about something, or an ideological standpoint from which a product, service or idea are launched. This article is concerned with advertising discourse Critical Discourse Analysis (CDA) and how advertising discourse could be used in (E)FL coursebooks and classroom to contribute to language learning. Its central argument is that activities based on the discourse analysis of whole advertising texts provoke learners to ‘…pursue the social and cultural through attention to language’ (Goddard, 2006: 1) contributing to their learning about language and their raising language awareness; indispensable steps before language learning takes place.