In Bildern sprechen: Werbekommunikate im Unterricht Deutsch als Fremdsprache

As we know, multi-word expressions, especially idiomatic phrasemes, represent a particularly difficult hurdle for foreign language students. Given that phraseological competence can be considered a key skill, in terms of both reception and production, students must be sensitized to and instructed on the acquisition of multi-word expressions from the outset. To achieve this purpose, foreign language teaching must develop appropriate methods and strategies. This is why the following contribution analyses the way in which the graphic quality (Bildhaftigkeit) of idiomatic phrasemes, which often contain metaphors, can be harnessed to favor foreign language acquisition. In particular, it will illustrate how advertisements can be used as authentic material in German language lessons with the objective of supporting phraseological competence.