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CORACINI, Maria José.  Língua estrangeira e língua materna: uma questão de sujeito e identidade. In: ____ (Org.). Identidade & Discurso: (des)construindo subjetividades. Campinas: Editora da Unicamp, 2003, pp. 139-160.

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However, it is necessary to know that it is not possible to be born again in another language, because we will always be crossed by our first language, always seeking solutions and references in it. As explained by Melman, the knowledge of another language means being able to translate mentally from the language we already know. Thus, the Portuguese language will always be part of the learner's unconscious.

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It is believed that it is not possible to learn a foreign language as one learns the first language, to do this is to remove the apprentice from the place of conflict that is characteristic of learning a new language considered "strange", moreover, anchoring me in Coracini (2003) who says that "É também verdade que a relação entre as línguas materna e estrangeira continua sendo encarada como uma relação de contaminação pelo contato entre dois códigos (objetos estranhos um ao outro), e, no máximo, duas culturas, já que, ainda hoje, aprender uma língua é "conhecer" essa língua, isto é, saber descrevê-la como um objeto que se estuda e analisa, assim como conhecer uma cultura significa saber descrever os hábitos, maneiras de proceder, agir de um povo, que se distinguem dos hábitos, atitudes e procedimentos de outro povo.”

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The speech of advertising has implications for the image that one has about learning the English language, especially when it is still believed that the learning of another language occurs in the same way as the learning of a first language, in advertising the Portuguese language.

To think that the student has to enroll in a new language without being able to seek help in his native language, forgetting his first language, is to insist that this student is a blank page with no language yet.

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In the advertisement for the CCAA language school, you can first see a boy in a context of immersion in New York City, more specifically in Central Park. In this scenario, an elderly couple meets him to ask a question: where is the subway station? As soon as the boy is able to answer the question, the voice of the narrator is heard saying, "You learn English as you learned Portuguese. Quando você vê, you are speaking".

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CCAA - Não tem magia, tem CCAA - Comercial de TV