The pragmatics of television commercials and their use in the English as a Second Language classroom

Experts agree on the interrelatedness of language, culture and communication. Becoming skillful in a language necessitates awareness of social customs and behavior. Gaining communicative competence mandates an understanding of pragmatics, the way context influences information conveyed. Teachers of English as a second language (ESL) in the United States must enlighten students not only about correct syntax but also the attitudes, beliefs, and values linked to American conduct. Television and its advertising--whether condemned for deteriorating the country's intellect or lauded for its entertainment genius--undeniably pervade American culture. For ESL teachers television is a potential resource rich in natural linguistic and cultural information. This paper demonstrates the use of television as a tool in the language learning process. It analyzes the stated and implied messages of several commercials to expose the underlying cultural icons and emotional appeals used to sell products.