Advertising linguistic framework: An instrument for teaching grammar in EFL university classrooms

Abstract

This study explored the employment of advertising texts as tools for teaching grammar to for-eign learners of English, as their constituent organisation is assumed to enhance the understanding of some grammatical details. Ten advertisements of beverages, banks, telecommunications, condiments, cream, and soap served as the research material. After the application of the grammar of interaction to the communicative components, the tables and graphs functioned to calibrate the grammatical mnemonics and semantic resources of the clauses. This study analysed the use of orthographic clauses, Six Countries, Six Voices, and One Song;alphanumeric clauses, Dial *966*911# to stop debit transactions on your account; and compounding, DataPlus, Smartphone as qualities of advertising. One also observed novel constructions such asEazyBanking and Souper; acronyms, as in UBA United Bank for Africa; and hash-tag as in #EachForE-qual, as well as the deployment of interspersed and splintered grammatical entities such as Starting from 17:59, Olympic Gold Medalist, Cheers to those who came before us and Pledge to drink right. The authors suggest that applications of the textual devices characteristic of advertising in the university classroom might encourage learners to practise the grammar of English.