Abstract
This research was based on students� difficulties in understanding the concept of politeness and gender. Advertisement can be one of the alternative techniques to improve students� understanding on the concept of politeness and gender. This study aims at improving students� understanding of politeness and gender and finding the factors influencing the improvement. This Classroom Action Research involved ten third-year-students at STIBA Persada Bunda Pekanbaru. The data collection techniques used were tests, fieldnotes, observation, and interview. The results showed that students� understanding of politeness and gender significantly improved after applying advertisements in the teaching and learning process in which the students� understanding which were at the low level category increases to the good level category. Some factors affecting the students� improvement were students� active participation in obtaining information and students� enthusiasm during the learning process. In conclusion, the implementation of advertisements can improve students� understanding of politeness and gender concepts.
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