This study seek ways to apply internet advertisement in the media language education area of Korean language education. The internet advertisement is a multimedia which has the semiotics and the hypertext features. The internet contextual advertisement is an appropriated teaching- learning target out of many internet advertisements. It is an advertisement which involved to the text of contents. This kind of involvement could be reconceptualized by a concept, “matching”. And it practices following procedures from “critical consume” to “creative produce” in boundaries of “socio-cultural context”. The communicational principles of the internet contextual advertisement are based on cases of its working, its making techniques. So the principles are “coherence and appropriateness of the original contents”, “connection and relevance between the original contents and the contextual advertisement”, “validity of the linguistic features of the contextual advertisement” in a process of critical consuming and creative producing.