Exploring Pedagogical Possibilities of Commercials in English Language Classrooms of Kerala

Abstract

Video-based teaching learning methodology is not a new concept in language 
classrooms. With the advancement in Internet and technology platforms like YouTube and social 
media the accessibility of short video clips, educational documentaries, advertisements or films 
has become very popular and impulsive among the mob. Despite of language, all age groups 
watch and share such interesting videos, but short commercials are less used as a teaching tool 
even it constitutes as a greater resource. Though studies are very few on exploring commercials 
in Language education, using selective and appropriate linking of commercial video in to the 
academic lessons, definitely will be a wonderful experience and it can positively affect the 
language learning. Students have been exposed to advertisements or commercials in their daily 
living which enable them to think, speak and write when responding to commercials. This paper 
explores a few possibilities of pedagogical applications of short commercial videos to enhance 
English language skills, particularly based on the of high school English Language textbook 
of Kerala. The methodology used for the study is textual analysis of a unit in the IXth Standard 
English textbook and the content review of short commercials. This paper also tries to unfold 
positive means of commercials in enhancing language skills with an urge that, Educationists 
should build the capacities of the spirit of critical review, creativity, entrepreneurial and social 
leadership among students.