Modern Advertising as a Valuable Multimodal Resource for Media and Language Studies

Nataliya Dyachuk Lviv National Ivan Franko University; Agency of Foreign Languages "RUNA" Senior Lecturer; Direcor Modern Advertising as a Valuable Multimodal Resource for Media and Language Studies Bio: Nataliya Dyachuk is a highly active figure in the contemporary EFL language education community in Ukraine. She is an inspiring conference speaker, an accomplished materials writer, and the founder of the multidimensional Agency of Foreign Languages RUNA®, the manager of Cambridge English Authorised Exam Centre UA011. A committed member of international professional communities, she holds a portfolio of Cambridge qualifications, including CPE, TKT, TKT CLIL, CELTA, and Teacher Trainer certificates. Her professional and research interests bridge theory and practice, embracing media-rich pedagogy, CLIL methodology, aphoristic discourse, modern means of assessment, and cutting-edge materials design. As the author of the course book ‘Picture the World’, a creative series of acclaimed Language Calendars, and over 100 scholarly and professional publications, she continues to shape modern approaches to language teaching and learning. "Contemporary advertising has evolved into a sophisticated multimodal discourse in which verbal, visual, and acoustic elements interact to construct consumer reality. This presentation argues that modern advertisements offer a valuable resource for media and language education, providing authentic materials that enhance contextualized learning and student motivation. Drawing on a linguopragmatic framework, it explores how imperative, referential, and aesthetic language functions operate together to achieve persuasive effects and influence audience perception. The session also emphasizes the role of advertising in developing critical media literacy, enabling learners to decode implicit meanings, cultural assumptions, and stereotypes embedded in contemporary campaigns. Attention is given to emerging digital practices, such as virtual influencers and algorithm-driven content, which highlight advertising as a dynamic site of language innovation. By offering practical applications and classroom strategies, the presentation invites participants to integrate advertising into pedagogy, bridging the gap between academic study and real-world communication while fostering learners’ multimodal and critical competencies.