CONCEPTUALIZING CREDIBILITY-BUILDING STRATEGIES WITH SPECIALIZATION FOR TEACHING ADVERTISING WRITING

Advertising discourse instruction challenges English-for-Specific-Purposes (ESP) teachers with no advertising specialist background. Teaching persuasive language structure and choice may develop students' linguistic repertoires for realizing strategies in copywriting assignments; however, the rationale deploying particular underlying principles forming remain invisible to both ESP teacher students. Considering this, present study adopts concepts of Specialization revealing knowledge-knower brand credibility conceptualizing credibility-building as codes. This paper also describes how knowledge about were applied taught a marketing public relations (MPR) writing course. The conceptualization, recontextualization, transfer such shed light on can integrate their into subject more effective design planning courses.