Advertising as a Space of Plurilingual Interaction and Intercultural Learning

Abstract

In this paper we examine the use of advertising in order to develop Spanish studentś plurilingual competence and linguistic attitudes associated to the use of languages in advertising. The point of departure is the analysis of two teaching-learning experiences with Spanish university students forwarded to practice plurilingual exposure through the intercomprehension approach to language learning (Hidalgo Downing & Vela Delfa, 2011). Through the analysis of the two experiences, we examine the degrees of lexical comprehension, the importance of paratext in textual schemata processings and the learners’ expression of values and attitudes associated to languages.