As the online education market continues to expand globally, teaching and advertising have converged in digital spaces in unprecedented ways. Driven by the attention economy, independent online educators must compete to cultivate a consumer base. To attract followers, they must engage not only in online teaching activities but also in…

English is regarded as a key to globalization or internationalization and future success for Taiwan and its people. One of the most extraordinary results of English-as-the-global-language of English teaching and learning in Taiwan is private English language schools are ubiquitous. Research into how private English language schools weld together…

When Agnew found the same, largely negative, dominant discourses of menstruation present in classroom lessons that researchers have been identifying for over 30 years, she sought different approaches to menstruation education. In this article the authors highlight the power of the media to (re)construct dominant discourses of menstruation and the…

From the 1990s, the multimodal turn in discourse studies makes multimodal discourse analysis a popular topic in linguistics and communication studies. An important approach to applying Systemic Functional Linguistics to non-verbal modes is Visual Grammar initially proposed by Kress and van Leeuwen (1996). Considering that commercial advertisement…

Creative fluency is positively correlated with the quantity and quality of talk as well. The fluency gives an indication of the learner's ability to cope with real-time communication. This paper makes a correlative study on nurturing narrative tasks through advertising skills. English advertising exploits from the high adaptability of the English…

This article explores the ways in which Mexican transmigrants in the USA discursively construct national identities in relation to the mediated message of a television advertisement for an English-language self-study program marketed to Spanish speakers, called "Ingles Sin Barreras." Using narrative analysis of the advertisement and…

The creative, purposeful departures from standard English used by advertisers are a worthwhile object of study in English classes. (JH)

Kenneth Burke's concepts of identification, the five terms of dramatism, and strategic uses of ambiguity can be successfully taught to undergraduates if appropriate and familiar examples are used. Print and electronic advertising offer the instructor an up-to-date, familiar, and abundant source of classroom examples. Market segmentation models…

This chapter will explore the "shadow curriculum" (a term used by those who question the assumption that direct selling to students who are compelled to attend school is questionable on several levels--ethical, moral, and democratic) and its connection to media literacy. The author first summarizes the kinds of marketing in schools that…

Media literacy educators from the United States regularly pay homage to their colleagues in Canada. Canadians have talked about, thought about, taught about, and written about media literacy for many years. Canada first hosted a World Conference in media literacy in Guelph, Ontario, in 1990, and all provinces in Canada now include media literacy…

In this chapter, the author presents arguments to support a school curriculum that might forge a life of justice as well as develop a rational, analytical, and critical understanding of media texts that students use in classrooms and in out-of-school contexts. First, he begins by laying out the rationale for why media literacy matters in schools.…