Arab World English Journal (AWEJ) Volume 13. Number1 March 2022                                     Pp.173- 195

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Using Genre-Based Approach to Teach Persuasive Netvertisement for English Learners in
a Chinese Vocational College

 Yi He
Graduate School of Human Sciences
Assumption University of Thailand
International/TAFE School of Ningbo City College


Received: 12/13/2021              Accepted: 1/18/2022                       Published: 3/24/2022


This paper is part of the researcher’s Ph.D. thesis to deploy and develop the potential of genre-based pedagogy of systemic functional linguistics to support business-major English language learners’ development of persuasive strategies in the written discourse of online advertisement. Given the “value” of netvertisement in motivating consumption, it is vital for non-native English speakers preparing to participate in international e-commerce to take control of the current genre. The research question is how a genre-based writing class can promote students’ persuasive netvertisement with appropriate vocabulary, text organization, and strategies of engagement, graduation, and manipulation of information packaging. This paper describes an instructional intervention in Chinese vocational college using genre-based Curriculum Cycle to involve 51 student participants—coming from two classes—in the learning and teaching of persuasive netvertisement. Results identified the significant improvement between pre-and post-tutorial with Wilcoxon Test. Meanwhile, textual analysis of the two randomly selected writings supported the effectiveness of the intervention in terms of the reduced listing of phrases, expanded vocabulary to describe a broader range of products, and improved use of persuasive strategies of engagement (e.g., questioning), graduation (e.g., the metaphorical scenario in image design), and manipulation (e.g., use of subtitling, varied thematic structures). The findings indicate the potential of a genre-based approach in promoting college students’ persuasive practices in netvertisement writing.
Keywords: Chinse English learners, Design-based research, English for special purposes, genre-based approach, intervention, netvertisement, persuasion 

Cite as:  He, Y.(2022). Using Genre-Based Approach to Teach Persuasive Netvertisement for English Learners in a Chinese Vocational College. Arab World English Journal, 13 (1) 173- 195.


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Received: 12/13/2021  
Accepted: 1/18/2022 
Published: 3/24/2022

Yi He is a Ph.D. student at the Assumption University of Thailand. While studying for the degree, Yi He has been working as a teaching fellow of courses of English for specific purposes in Ningbo City College since 2017. Her research interests include pedagogical grammar, genre-based pedagogy, and corpus linguistics.