B737-300 CREW LINED UP ON THE WRONG RWY WHILE ON A VISUAL APCH AT DFW.

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FLT WAS ON DOWNWIND FOR A VISUAL APCH TO DFW RWY 17C. PLTS WERE FAMILIAR WITH ARPT OPS. FLT WAS CLRED FOR THE VISUAL APCH AND CAPT INITIATED A L BASE TURN. SUN WAS BRIGHT AND SOMEWHAT LIMITING VISIBILITY. CAPT NOTICED CTL TWR POS AND; FOR A BRIEF INSTANT; INITIATED A DOGLEG TURN TOWARDS RWY 17L IN LIEU OF RWY 17C. AT THAT SAME TIME; THE FO MENTIONED THAT LOC DISPLACEMENT WAS NOT RIGHT; AND CAPT STATED THAT RWY ENVIRONMENT WAS NOT RIGHT. BOTH PLTS THEN VISUALLY PICKED UP RWY 17C AND CAPT INITIATED CORRECTIVE TURN TO RWY 17C. TWR QUERIED ABOUT THIS TIME AND FO MENTIONED THAT TURN WAS IN PROGRESS. NORMAL LNDG AND TAXI TO GATE FOLLOWED. LESSONS LEARNED: 1) EXAMINE ARPT PLATE PAGE MORE CLOSELY FOR CTL TWR POS. DORMANT GRASS; CREATING REDUCED CONTRAST AND SUN POS WERE CONTRIBUTING FACTORS. 2) BACK UP ALL VISUAL APCHS WITH ANY ELECTRONIC GUIDANCE AVAILABLE; AS WE WERE; TO FACILITATE EARLY RECOGNITION OF NON NORMAL SIT. 3) LASTLY; ENCOURAGE GOOD CRM VIA INITIAL BRIEF WITH FO IN AN EFFORT TO KEEP COM BARRIERS TO A MINIMUM.