Modern Advertisement: An Important Chinese Curriculum Resource

Emphasizing the development and the utilization of course resources is one of the goals in the 8th course innovation, for movie, film, newspaper, advertisement, etc are enrolled as an additional Chinese curriculum resource in Standards of Language Course for Fulltime Compulsory Education and Standards of Language Course for Senior Middle School. Yet, nowadays, it is on the preliminary stage in researching how we can use the modern advertisement as an important Chinese curriculum resource. Many language teachers only realize the language feature of advertisement, and only use the classical advertisements to help students improve the writing skills. Therefore, in this article, the researcher makes an attempt to study how we can introduce the classical and well-known advertisements, as an important resource, into language course, discuss its feasibility, significance, specific details and methodology.Chinese curriculum resource is a general name, in the process of developing language course, given to all potential conditions that can facilitate the purpose or the teaching process of the course. Modern Ad, categorized as commercial and non-commercial, refers to the communicating onerous activity which can be transmitted to achievement the aim of persuasion. It can be viewed as a resource for language course because there is relevance between them. This relevance originates from the modern advertisement's populace among students, from the richness of the linguistic resources: the variety of the language style in modern advertisement reveals the intricacies of the language skill; diversity of the rhetorical devices provides us with abundant actual rhetorical examples; the fresh and delicate design illuminates for us the structuring of composition; affluent culture knowledge cultivates the relevant accomplishment; the excellent creation ignites the creative thinking; the diversity of information in the advertisement improves the ability of mastering information.Based on the theories in living and education, multiculture education, generative learning, learning psychology, and Jean Baudrillard's communication, the researcher explores the feasibility of developing and utilizing modern as a resource for language course. The researcher, after analyzing classical cases in Rethinking Teaching on'Advertisement and Language', draws principles, for viewing modern advertisement as a language course resource, which include: keeping the essence for the coarse, optimizing the composition, revealing the uniqueness and patterning the model. The way of developing and utilizing modern advertisement as Chinese curriculum resource, is to learn from the advanced abroad. We should introduce excellent advertisement into textbook; selecting the learning methods, take teaching the advertisement as part of language course; in the form of topics, put the modern advertisement as activity class, selecting course, compulsory course. In order to achieve the aim that modern advertisement is a resource, we must meet the following conditions: from the macro perspective, we should rationalize the in- and out-class resources, we must view textbook, life, students and teachers as course resources, and we should hold the belief of multiply course resources; from the micro perspective, teacher must possess the capability of developing curriculum resource,, and we should purposefully combine it with mainstream culture and elite culture in developing advertise resources so as to select effective advertisement into language course book.To recapitulate, this article holds that it is significant to use and explore advertisement as a useful Chinese curriculum resource, and that this move improves the reform on fundamental education and enhances the learning initiation of students; and it further insists that it is feasible to develop and utilize modern advertisement as a Chinese curriculum resource.