TV commercials provide a host of pedagogical possibilities for any language class. One 30-second ad brings authentic linguistic and cultural content that can be integrated into various communicative activities. A commercial is not just a 30-second ad; it’s a story, a scene, a cast of characters, a dialogue, an array of emotions and even a bit of humor—the real dynamics of communication. The technology is basic (a computer, MP4 player and TV monitor) but the content delivered through appropriate commercials will bring English to life for your students. They will naturally react to the situation while empathizing with the characters and experiencing an emotional and often humorous side of English. Students are also motivated to improvise and modify the content while using the specific context as a framework for such co-creating and expanding. This technique borrows much from the methodology of using films in language education where listening and observing serve as foundati
onal skills that naturally lead to discussion, critical thinking, role play, and writing activities. In this workshop I will demonstrate several methods for incorporating TV advertising into your class. I will also share some student examples while discussing the benefits, the technology, and a selection matrix.
Biographical data:
Philip McCasland is an Associate Professor at Fukushima University—Faculty of Economics and Business Administration; has lived and taught English in universities in Japan for more than 12 years; is the National Director of Programs for the Japan Association for Language Teaching (JALT); taught in Korea for one year; has research interests that include business English, extensive reading, and administrative structures.
