eap301_tran thi thu hien

3/1/2012 Trn Th Thu Hin1

Advertisements:Advertisements: useful teaching materialuseful teaching material

Use ads to advertise your teaching!Use ads to advertise your teaching!

Tran Tran ThiThi

Thu Thu Hien(EAPHien(EAP

301)301)

Vietnam National University, HanoiVietnam National University, Hanoi

[email protected]@gmail.com

PnomPnom

Penh, 2012Penh, 2012


ContentContent

Advertising & advertisements

The teaching of language skills

Culture integration

Authentic materials

Advertisements in language teaching


Advertising & AdvertisementsAdvertising & Advertisements

Economic context

Economy changes

Advertising stays the same

Advertising role

Sellers

Buyers

>>>>> Teachers, students, educational institutions,


DefinitionsDefinitions

Robert Leduc (1978): the involvement of all media and the one that try to

persuade the people to buy a certain good item or service Individual

differences

Wright, Winter & Zeigler (1982): "Controlled, identified information and

persuasion by means of mass communication media"

Peter D. Bennett (1995): any paid form of non-personal presentation and

promotion of goods, services or ideas by an identified sponsored.

Well, Burnet & Moriaty (1998): paid non-personal communication from an

identified sponsor using mass media to persuade or influence an audience

Philip Kotler (2002): non-personal form of communication conducted

through paid media under clear sponsorship.


Teaching language skillsTeaching language skills

Skill integration

Traditional approach

Modern approach

Models of integrated-skill approaches

Content-based language instruction

Task-based language teaching


Traditional approachTraditional approach

Skills are in isolation

Results:

The parts do not touch, support or interact with each other

Restricts language learning to very narrow range

Language is the focus of instruction and is separated from

content learning

Does not prepare for later success in academic

communication, career-related language use, or everyday

interaction in the language (Oxford, 2008)


Modern approachModern approach

Skills are in integration

Two or all skills are delivered at the

same time

A beehive & a tapestry


OpinionsOpinions

Language users employ a combination of skills at the same time (Harmer, 1991)

The learner must develop skills and strategies for using language to communicate meanings as effectively as possible (Littlewood, 2001)

Language skills are integrated; they cooperate with each other (Lucantoni, 2002)

Some courses that are labelled according to one specific skill might actually reflect an integrated-skill approach after all (Oxford, 2008)


ContentContent--based language instructionbased language instruction

"the integration of a particular content with second

language aims . It refers to the concurrent teaching

of academic subject matter and second language

skills" (Brinton, Snow & Wesche: 1989).

Theme-based model:

themes/ topics provide content

Adjunct model:

academic subject matter + foreign language skills


ContentContent--based language instructionbased language instruction

Students practise language skills in highly integrated,

communicative fashion

Learn content such as science, maths, geography,

IT,

Valuable at all levels, but nature of content usually

differs by proficiency level


CBI principlesCBI principles

Students learn English successfully

when they use English as a means of

acquiring information rather than as an

end in itself.

CBI better reflects students needs for

learning English


TaskTask--based language teaching based language teaching

Students participate in communicative tasks

Tasks = activities that require comprehending, producing, manipulating, or interacting in authentic language while attention is principally paid to meaning rather than form (Nunan, 1989)


A framework for TBLT A framework for TBLT


TBLT principlesTBLT principles


Culture integrationCulture integration

4 language skills vs. Communicative

competence?

Teaching language skills vs. Teaching

culture?

Language = social practice

Culture embedded


Authentic materialsAuthentic materials

Definitions

Benefits


DefinitionsDefinitions

as real-life texts, not written for pedagogic purposes (Wallace: 1992)

materials that have been produced to fulfil some social purpose in the language community. (Peacock: 1997)

materials with real language, produced by real speakers for a real audience. The focus is on the message and means other than language such as format, design, style and context are often used to help to communicate it.


BenefitsBenefits

introduce situational vocabulary items and

grammatical structures

provide real life situations for class interactions

enhance students to approach cultural reality

offer real discourse, real life communicative situations

let students regularly update with the information

which is happening in the world outside the class


BenefitsBenefits

students and teachers can keep abreast of language changes while textbooks often do not include incidental or improper language items

language styles not easily found in conventional teaching materials

same piece of material can be used under different circumstances for different tasks

Reading: ideal to teach and/ or practice mini-skills.

encourage reading for pleasure


Features

Pedagogical values

Ads Ads Authentic materialsAuthentic materials


FeaturesFeatures

Advertising language

Language acquisition

Informative resources

Motivational tool

Time-saving


Pedagogical valuesPedagogical values

Social values

Cultural values

Linguistic values

Stylistic and rhetorical values


Advertisements in EFL teachingAdvertisements in EFL teaching

What to exploit?

How to use?


What to exploit?What to exploit?

Language code

Paralanguage

Metalanguage

Culture


How to use?How to use?

Language code

Paralanguage

Metalanguage

Culture


ItIts a big world, after all.s a big world, after all.


This picture is from an ad. Describe it to your friends & guess what the ad is for?


This picture is from an ad. Describe it to your friends & discuss why the dog is in the picture and talk about the dog-people relationship in your country?


ConclusionConclusion

Advertisements are not only useful in marketing communication mix but also communicative language teaching.

Sellers use them to persuade buyers, teachers should use them to convince your students,


ReferencesReferences1. Bachman, Lyle (1990). Fundamental Considerations in Language Testing. Oxford: Oxford University Press. 2. Brinton, D., Snow, M., & Wesche, M. (1989). Content-based second language instruction. New York: Newbury House.3. Brown, H. Douglas (2000). Teaching by Principles. USA: Pearson ESL.4. Celce-Murcia, Marianne et al. (1995). A pedagogically motivated model with content specifications. In: Issues in Applied

Linguistics. 6: 5-35.5. Custodio, B., & Sutton, M. J. (1998). Literature-based ESL for secondary school students. TESOL Journal, 7(5), 19-23.6. Damen, Louise (1997). Culture Learning: The Fifth Dimension in the Language Classroom. USA: Addison-Wesley. 7. Harmer, Jeremy. (2007). The Practice of English Language Teaching. Fourth Edition. England: Pearson Longman ELT.8. Inoue, Y. (1998). Reading and the ESL student. Retrieved March 20, 2009, from the ERIC database.9. J. S. Wright, W. L. Winter, Sherilyn K. Zeigler (1982), Advertising, McGraw Hills Company10. Kramsch, Claire (2003). Context and Culture in Language Teaching. Oxford: Oxford University Press. 11. Krashen, S. D. & Terrell, T. D. (1998). The natural approach: Language acquisition in the classroom. New York: Prentice

Hall International.12. Krashen, S. D. (1982). Principles and practices of second language acquisition. Oxford: Pergamon Press.13. Nunan, D. (2004) Task-Based Language Teaching. Cambridge: Cambridge University Press.14. Oxford, Rebecca (2001). Integrated Skills in the ESL/EFL Classroom. In: ESL Magazine 6: 115. Peacock, M. (1997) The Effect of Authentic Materials on the Motivation of EFL Students in English Language Teaching

Journal 51, pp 2. 16. Philip Kotler (2002), Marketing Management Millennium Edition, USA: Prentice-Hall. 17. Wallace, C. (1992) Reading. Oxford: Oxford University Press.


Tran Hien

Advertisements:useful teaching material Use ads to advertise your teaching!Slide Number 2ContentAdvertising & AdvertisementsDefinitionsTeaching language skillsTraditional approachModern approachOpinionsContent-based language instructionContent-based language instructionCBI principlesTask-based language teaching A framework for TBLT TBLT principlesTBLT principlesTBLT principlesTBLT principlesTBLT principlesTBLT principlesTBLT principlesTBLT principlesCulture integrationAuthentic materialsDefinitionsBenefitsBenefitsAds Authentic materialsFeaturesPedagogical valuesAdvertisements in EFL teachingWhat to exploit?Slide Number 33Slide Number 34Slide Number 35Slide Number 36How to use?Slide Number 38Slide Number 39Slide Number 40Its a big world, after all.Slide Number 42Slide Number 43Slide Number 44Slide Number 45ConclusionReferencesSlide Number 48

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