Abstract

This research study aims to review the theoretical foundation backing up the inclusion of advertising as a novel and varied teaching and learning resource. The link between the advertising text and Reading comprehension is based on the fact that the teaching of the mother tongue has changed and is focused on semantic, pragmatic, and discursive aspects which are being gradually incorporated into school tasks, specifically into Reading comprehension activities. Essentially, this study describes both advertising expressive elements and mechanisms, and attempts to establish a pedagogical functionalization of advertising items in order to facilitate the learning of Reading. In this sense, advertising becomes an ally in the complex process of the teaching of comprehension in the classroom. The functionalization of advertising within the pedagogical realm will contribute with meaningful contents to the Reading axis of the curricular activity.