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

Taofeek O. Dalamu

Anchor University, Lagos, Nigeria

Dr. Taofeek O. Dalamu, a Senior Lecturer, obtained a Ph.D. in English Language from the University of Lagos. As a faculty member, he currently teaches English at the Department of English and Literary Studies, Anchor University, Lagos, Nigeria. This individual specialises in Systemic Functional Linguistics, as applicable to Discourse Analysis, Multimodality, Social Semiotics, and Digital Humanities in relation, mostly, to advertising communications. As a functional social semiotician, Dr. Dalamu exhibits a variety of over two scores of publications in reputable international journals across the globe. See: www.researchgate.net.cdn/taofeekdalamu.


https://orcid.org/0000-0002-5494-4854

Ke Yang

Nanjing Xiaozhuang University, Nanjing, China PR

Dr. Ke Yang obtained a Ph.D. (Ed.D.) in English Education from Hong Kong Baptist University, Kowloon Tong, Hong Kong; and M.A. English Linguistics at University of Nottingham. However, he teaches cross-cultural communication and advanced English reading at the College of English, Nanjing Xiaozhuang University, Nanjing, China PR, East Asia. Some of his publications are available at: https://www.researchgate.net/profile/Ke-Yang-18.


https://orcid.org/0000-0001-7357-2454


Abstract

This study explored the employment of advertising texts as tools for teaching grammar to foreign 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 as EazyBanking 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 en- courage learners to practise the grammar of English.

Schlagworte:

advertising, grammar, interaction, mood, teaching

Alcaraz-Mármol, G. 2019. Developing EFL oral skills through linguistic mediation in the secondary education classroom. ELIA, 19: 15-40.

Aliasin, S. & Abbasi, S. 2020. The relationship between Iranian EFL learnersʼ emotional intelligence and metacognitive reading strategies use. JLE 6(2): 31-43.

Bauer, L. 2001. Morphological Productivity. Cambridge: CUP.

Bloor, T. & Bloor, M. 2013. The Functional Analysis of English. Abingdon, Oxon: Routledge. Booij, G. 2007. The Grammar of Word: An Introduction to Morphology. Oxford: OUP. Brierley, S. 2002. The Advertising Handbook. London, GB: Routledge.

Bušljeta, R. 2013. Effective use of teaching and learning resources. Czech-Polish Historical and Pedagogical Journal 5(2): 55–69.

Butler, C. 1985. Systemic Linguistics: Theory And Applications. London: Batsford.

Butler, C. 2003. Structure and Function: A Guide To Three Major Structural-Functional Theo- ries Part I. Amsterdam: John Benjamins.

Cancino, M. 2020. Increasing EFL learner participation through eliciting language: Insights from conversation analysis. JLE 6(2): 66-80.

Carter, R. & Nash, W. 2013. Seeing through Language. Lexington, KY, Blackwell.

Celce-Murcia, M. & Larsen-Freeman, D. 1999. The Grammar Book: An ESL/EFL Teacher’s Course2. New York: Heinle & Heinle Publishers.

Cook, G. 2001. The Discourse of Advertising. New York: Routledge.

Crystal, D. 2003. English as a Global Language. Cambridge: Cambridge University Press.

Dalamu, T. O. 2018a. Evaluating ʻregisterialʼ norms in advertising texts: A systemic perspective. Buckingham Journal of Language and Linguistics 11: 64-97.

Dalamu, T. O. 2018b. Euphemism: The commonplace of advertising culture. Acta Scientiarum.

Language and Culture 40(2): 1-15.

Dalamu, T. O. 2018c. Advertising communication: Constructing meaning potential through disjunctive grammar. Anagramas Rumbos y Sentidos De La Communicación 17(33): 73-104.

Dalamu, T. O. 2021. Social Semiotic Genre: Exploring the Interplay of Words and Images in Advertising. AFLLM, 11: 19-51.

Dalamu, T. O. 2022. Mode, the hub of multimodality: A case study of Oral-B® toothpaste advertising. DELTA, 38(2): 1-28. [in press].

Dalamu, T. O. & Ogunlusi, G. 2020. Revitalising cultural characteristics in advertising in Nigeria within a sketch of systemic paradigm. Anagramas Rumbos Y Sentidos De La Comunicación, 19(37): 13-48.

De Beaugrande, R. 1991. Linguistic Theory: The Discourse of Fundamental Works. New York: Longman.

Denham, K. & Lobeck, A. 2013. Linguistics for Everyone: An Introduction. Singapore: Wadsworth, Cengage Learning.

Dik, S. 1997. The Theory of Functional Grammar: The Structure of the Clause, Part 1. Berlin: Mouton de Gruyter.

Eggins, S. 2004. Introduction to Systemic Functional Linguistics. London: Continuum. Fawcett, R. 1980. Cognitive Linguistics and Social Interaction. Heidelberg: Groos Verlag. Fawcett, R. 2000. A Theory of Syntax for Systemic Functional Linguistics. Current Issues in

Linguistic Theory. Amsterdam: John Benjamins.

Ferguson, P. 2007. Festivals and ceremonies. World and its peoples: Eastern and South- ern Asia. Marshall Cavendish Corporation 536.

Fontaine, L. 2013. Analyzing English Grammar: A Systemic Functional Introduction. Cambridge: CUP.

Fromkin, V., Rodman, R. & Hyams, N. 2003. An Introduction to Language. Boston: Heinle. Fry, H., Ketteridge, S. & Marshall, S. (eds). 2009. A Handbook for Teaching and Learning in Higher Education: Enhancing Academic Practice. London: Routledge.

Geis, M. 1982. The Language of Television Advertising. London/New York: Academic Press. George, A. & Salgado-Robles, F. 2018. Raising awareness about heritage language learners in the L2 Spanish classroom: Teacher beliefs and attitudes. ELIA 18: 157-181.

Gieszinger, S. 2001. The History of Advertising Language. Frankfurt: Peter Lang GmbH. Givon, T. 2001. Syntax: An Introduction, Volume 1. Amsterdam: John Benjamin.

Greenbaum, S. 1996. The Oxford English Grammar. New York: OUP.

Greenbaum, S. & Nelson, G. 2002. An Introduction to English Grammar. London: Longman.

Halliday, M. 1995. An Introduction to Functional Grammar. London: Arnold.

Halliday, M. & Matthiessen C. 2014. Halliday’s Introduction to Functional Grammar. Abingdon, Oxon: Routledge.

Hartwell, P. 1985. Grammar, grammars, and the teaching of grammar. College English 47(2): 105-127.

Haspelmath, M. 2002. Understanding Morphology. London: Arnold.

Haussamen, B. 2000. Revising the Rules: Traditional Grammar and Modern Linguistics. Dubuque, IA: Kendall.

Heesterman, J., Van den Hoek, A., Kolff, D. & Oort, M. 1992. Ritual, State, and History in South Asia: Essays in Honour of J.C.Heesterman. Leiden, Netherlands: BRILL.

Hermerén, L. 1999. English for Sale: A Study of the Language of Advertising. Lund: LUP. Huddleston, R. 1995. Introduction to the Grammar of English. New York: CUP.

Kapranov, O. 2018. Pre-service primary school teachersʼ reflections on EFL studentsʼ awareness of grammatical forms in online communication. ELIA 18: 183-212.

Keyton, J. 2006. Communication Research: Asking Questions Finding Answers. New York: McGraw-Hill.

Klein, W. 1986. Second Language Acquisition. Cambridge: CUP.

Ko, J., Sammons, P. & Bakkum, L. 2014. Effective Teaching. Reading. Berkshire: EDTHH. Kolln, M., Gray, L. & Funk, R. 2015. Understanding English Grammar. New York: Pearson Education.

Kress, G. 2010. Multimodality: A Semiotic Approach to Contemporary Communication. New York: Routledge.

Kress, G. & van Leeuwen, T. 2021. Reading Images: The Grammar of Visual Design. London: Routledge.

Langacker, R. 1987. Foundations of Cognitive Grammar, Vol. I: Theoretical Prerequisites. Stanford: SUP.

Leech, G. 1966. English in Advertising: A Linguistic Study of Advertising in Great Britain. London: Longman.

Liddicoat, A. 2019. Critical perspectives in intercultural language learning perspectives. ELIA Mon. 1: 17-38.

Lieber, R. 2010. Introducing Morphology. Cambridge: CUP.

Liendo , P. & Massi, M. 2017. Academic literacy, genres and competences: A didactic model for teaching English to translation students. ELIA 17: 251-272.

Long, D. 2018. Meaning construction of personification in discourse based on concep- tual integration theory. Studies in Literature and Language 17(1): 21-28.

Martin, J. R. & Rose, C. 2013. Working with Discourse: Meaning Beyond the Clause. New York: Bloomsbury Academy.

Martin, J. R. & Zappavigna, M. 2019. Embodied meaning: Systemic functional perspec- tive on paralanguage. Functional Linguistics 6(1): 1-33.

Martínez, A. & De Zarobe, Y. 2017. Comparing the benefits of a metacognitive reading strategy instruction programme between CLIL and EFL primary school students. ELIA 17: 71-92.

Maxwell, J. A. 2013. Qualitative Research Design: An Interactive Approach. London: SAGE. McLaughlin, J. 1970. Aspects of the History of English. New York: HRW, Inc.

Moreno Rubio, C. 2009. Effective teachers – professional and personal skills, en ENSAYOS, Revista de la Facultad de Educación de Albacete 24. Retrieved from http:// www.uclm.es/ab/educacion/ensayos - Consultada en fecha (dd-mm-aaaa)

Mulroy, D. 2003. The War Against Grammar. Portsmouth: Boynton. Myers, G. 1994. Words in Ads. London/New York: Arnold.

Ogilvy, D. 2013. Confession of an Advertising Man. Harpenden: Southern Publishing. Ortega, M. 2018. Black is beautiful: A Philosophy of Black Aesthetics by Paul C. Taylor. Critical Philosophy of Race, 6(2): 287-292.

Patton, M. 2015. Qualitative Research and Evaluation Methods: Integrating Theory and Prac- tice. Thousand Oaks: SAGE.

Pinho, M. & Gaunt, R. 2020. The determinants of paternal and maternal involvement in childcare. In: K. Nurit et al (eds.), Parent Involvement, 115-141. Nova Science Publish- ers, Inc.

Pityana, N. 1972. What is black consciousness? In: M. Motlhabi (ed.), Essays on Black Theology, 37-43. Johannesburg: UCM.

Prince, E. 1991. On functional explanation in linguistics and the origin of language. Language and Communication 11(1/2): 79-82.

Quirk, R. 1972. The English Language and Images of Matter. London: OUP.

Quirk, R., Greenbaum, S., Leech, G. & Svartvik, J. 2004. A Comprehensive Grammar of the English Language. Essex: Pearson Education Limited.

Ravelli, L. 2000. Getting started with functional analysis of texts. In: L. Unsworth (ed.), Researching Language in Schools and Communities, 1, 27-63. London: Continuum.

Riffo, K., Osuna, S. & Lagos, P. 2019. Lexical diversity and lexical density description of news written by journalism student. RBLA 19(3): 499-528.

Rodríguez, A. & Larrea-Espinar, Á. 2019. The use of sitcoms for cultural learning in EFL: a workshop for university students. ELIA 19: 131-156.

Roud, S. 2006. The English Year. London: Penguin Books.

Schulze, M. 1998. Checking grammar – teaching grammar. Computer Assisted Language Learning 11(2): 215-227.

Silva, I. 2017. Speech fluency in phrases: Teaching English oral fluency in distance learning. ELIA 17: 209-232.

Simpson, J. & Roud, S. 2000. A Dictionary of English Folklore. Oxford: OUP.

Simpson, J. & Weiner, S. (eds.). 1992. The Oxford English Dictionary. [CDROM]. Oxford: OUP.

Sledd, J. 1996. Grammar awareness in time of class warfare. The English Journal 85(7): 59-63.

Snail, M. 2008. The Black Consciousness Movement in South Africa: A product of the entire black world. Historia Actual Online 15: 51-68.

Sugioka, Y. 2011. Nominalization Affixes and Multi-Modularity of Word-Formation. Phila- delphia: JB.

Taylor, P.2016. Black is Beautiful: A Philosophy of Black Aesthetics. New York: Wiley Blackwell.

Thompson, G. 2014. Introducing Functional Grammar. Abingdon, Oxon: Routledge.

Van de Vliet, B. 2017. Valentineʼs Day 14 February. Directory Magazine. Retrieved on 17 June 2020 from https://www.researchgate.net/publication/313823928_the_ story_of_Saint_Valentine.

Van Valin, R. Jr. & LaPolla, R. 2002. Syntax: Structure, Meaning and Function. Cambridge: CUP.

Vestergaard, T. & Schroder, K. 1985. The Language of Advertising. Oxford/New York: Basil Blackwell.

Williams, J. 2005. The Teacher’s Grammar Book. Mahwah: LEA, Inc. Yule, G. 2020. The Study of Language. Cambridge: CUP.

Zapata Becerra, A. 2000. Handbook of General and Applied Linguistics. Mérida, Venezuela: TAP.


Veröffentlicht
2022-12-20


Dalamu, T. O. und Yang, K. (2022) „Advertising linguistic framework: An instrument for teaching grammar in EFL university classrooms“, Crossroads. A Journal of English Studies, (38). doi: 10.15290/CR.2022.38.3.04.

Taofeek O. Dalamu 
Anchor University, Lagos, Nigeria

Dr. Taofeek O. Dalamu, a Senior Lecturer, obtained a Ph.D. in English Language from the University of Lagos. As a faculty member, he currently teaches English at the Department of English and Literary Studies, Anchor University, Lagos, Nigeria. This individual specialises in Systemic Functional Linguistics, as applicable to Discourse Analysis, Multimodality, Social Semiotics, and Digital Humanities in relation, mostly, to advertising communications. As a functional social semiotician, Dr. Dalamu exhibits a variety of over two scores of publications in reputable international journals across the globe. See: www.researchgate.net.cdn/taofeekdalamu.

https://orcid.org/0000-0002-5494-4854
Ke Yang 
Nanjing Xiaozhuang University, Nanjing, China PR

Dr. Ke Yang obtained a Ph.D. (Ed.D.) in English Education from Hong Kong Baptist University, Kowloon Tong, Hong Kong; and M.A. English Linguistics at University of Nottingham. However, he teaches cross-cultural communication and advanced English reading at the College of English, Nanjing Xiaozhuang University, Nanjing, China PR, East Asia. Some of his publications are available at: https://www.researchgate.net/profile/Ke-Yang-18.

https://orcid.org/0000-0001-7357-2454