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Lara Cowell

Creating Bilingual Minds - 1 views

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    In this TED-Talk, Dr. Naja Ferjan Ramirez, linguistics professor at the University of Washington and a specialist in the brain processes of children 0-3 years, lays out the benefits of bilingualism, tells how to optimize language learning to achieve better acquisition, and dispels some common concerns about the cons of creating a bilingual child. No surprises here: start early, and create conditions where babies are exposed to the desired target languages-this will enable babies to process the sounds of dual languages, not just one. Ideally, babies will have frequent, social interactions with fully-competent, fluent speakers of the target languages. Ramirez also mentions a major cognitive benefit to bilingualism: a strengthened prefrontal cortex: the area of the brain that deals with task-switching and flexible thinking.
Lisa Stewart

Figures of Rhetoric in Advertising Language - 9 views

  • the discipline of rhetoric was the primary repository of Western thinking about persuasion
  • The principal purpose of this paper is to contribute a richer and more systematic conceptual understanding of rhetorical structure in advertising language
  • Rhetoricians maintain that any proposition can be expressed in a variety of ways, and that in any given situation one of these ways will be the most effective in swaying an audience.
  • ...33 more annotations...
  • the manner in which a statement is expressed may be more important
  • a rhetorical figure occurs when an expression deviates from expectation
  • With respect to metaphor, for instance, listeners are aware of conventions with respect to the use of words, one of which might be formulated as, words are generally used to convey one of the lead meanings given in their dictionary entry. A metaphor violates that convention, as in this headline for Johnson & Johnson bandaids, "Say hello to your child's new bodyguards," accompanied by a picture of bandaids emblazoned with cartoon characters (from Table 2)
  • listeners know exactly what to do when a speaker violates a convention: they search for a context that will render the violation intelligible. If context permits an inference that the bandaid is particularly strong, or that the world inhabited by children is particularly threatening, then the consumer will achieve an understanding of the advertiser's statement.
  • every figure represents a gap. The figure both points to a translation (the impossibility in this context of translating "Say hello to your child's new petunias" is the key to its incomprehensibility), and denies the adequacy of that translation, thus encouraging further interpretation.
  • metaphors that have become frozen or conventional: e.g., the sports car that "hugs" the road.
  • an important function of rhetorical figures is to motivate the potential reader.
  • Berlyne (1971) found incongruity
  • (deviation) to be among those factors that call to and arrest attention.
  • "pleasure of the text"--the reward that comes from processing a clever arrangement of signs.
  • Berlyne's (1971) argument, based on his research in experimental aesthetics, that incongruity (deviation) can produce a pleasurable degree of arousal.
  • Familiar examples of schematic figures would include rhyme and alliteration, while metaphors and puns would be familiar examples of tropic figures.
  • Schemes can be understood as deviant combinations, as in the headline, "Now Stouffers makes a real fast real mean Lean Cuisine."
  • This headline is excessively regular because of its repetition of sounds and words. It violates the convention that sounds are generally irrelevant to the sense of an utterance, i.e., the expectation held by receivers that the distribution of sounds through an utterance will be essentially unordered except by the grammatical and semantic constraints required to make a well-formed sentence. Soundplay can be used to build up meaning in a wide variety of ways (Ross 1989; van Peer 1986).
  • Many tropes, particularly metaphors and puns effected in a single word, can be understood as deviant selections. Thus, in the Jergens skin care headline (Table 2), "Science you can touch," there is a figurative metaphor, because "touch" does not belong to the set of verbs which can take as their object an abstract collective endeavor such as Science.
  • For example, a rhyme forges extra phonemic links among the headline elements.
  • "Performax protects to the max," the consumer has several encoding possibilities available, including the propositional content, the phonemic equivalence (Performax = max), and the syllable node (other words endin
  • Because they are over-coded, schemes add internal redundancy to advertising messages. Repetition within a text can be expected to enhance recall just as repetition of the entire text does.
  • The memorability of tropes rests on a different mechanism. Because they are under-coded, tropes are incomplete in the sense of lacking closure. Tropes thus invite elaboration by the reader. For example, consider the Ford ad with the headline "Make fun of the road" (Table 2). "Road" is unexpected as a selection from the set of things to mock or belittle. Via
  • This level of the framework distinguishes simple from complex schemes and tropes to yield four rhetorical operations--repetition, reversal, substitution, destabilization.
  • s artful deviation, irregularity, and complexity that explain the effects of a headline such as "Say hello to your child's new bodyguards," and not its assignment to the category 'metaphor.'
  • The rhetorical operation of repetition combines multiple instances of some element of the expression without changing the meaning of that element. In advertising we find repetition applied to sounds so as to create the figures of rhyme, chime, and alliteration or assonance (Table 2). Repetition applied to words creates the figures known as anaphora (beginning words), epistrophe (ending words), epanalepsis (beginning and ending) and anadiplosis (ending and beginning). Repetition applied to phrase structure yields the figure of parison, as in K Mart's tagline: "The price you want. The quality you need." A limiting condition is that repeated words not shift their meaning with each repetition (such a shift would create the trope known as antanaclasis, as shown further down in Table 2).
  • the possibility for a second kind of schematic figure, which would be produced via an operation that we have named reversal. Th
  • rhetorical operation of reversal combines within an expression elements that are mirror images of one another.
  • The rhetorical operation of destabilization selects an expression such that the initial context renders its meaning indeterminate. By "indeterminate" we mean that multiple co-existing meanings are made available, no one of which is the final word. Whereas in a trope of substitution, one says something other than what is meant, and relies on the recipient to make the necessary correction, in a trope of destabilization one means more than is said, and relies on the recipient to develop the implications. Tropes of substitution make a switch while tropes of destabilization unsettle.
  • Stern, Barbara B. (1988), "How Does an Ad Mean? Language in Services Advertising," Journal of Advertising, 17 (Summer), 3-14.
  • "Pleasure and Persuasion in Advertising: Rhetorical Irony as a Humor Technique," Current Issues & Research in Advertising, 12, 25-42.
  • Tanaka, Keiko (1992), "The Pun in Advertising: A Pragmatic Approach," Lingua, 87, 91-102.
  • "The Bridge from Text to Mind: Adapting Reader Response Theory to Consumer Research," Journal of Consumer Research,
  • Gibbs, Raymond W. (1993), "Process and Products in Making Sense of Tropes," in Metaphor and Thought, 2nd ed
  • Grice, Herbert P. (1989), Studies in the Way of Words, Cambridge, MA: Harvard University Press.
  • Leigh, James H. (1994), "The Use of Figures of Speech in Print Ad Headlines," Journal of Advertising, 23(June), 17-34.
  • Mitchell, Andrew A. (1983), "Cognitive Processes Initiated by Exposure to Advertising," in Information Processing Research in Advertising, ed. Richard J. Harris, Hillsdale, NJ: Lawrence Erlbaum, 13-42.
Lara Cowell

What Does It Mean to 'Sound' Black? - 0 views

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    To speak or write Black English with any level of fluency requires diligence and, more often than not, a familiarity that is both embodied and acculturated. The language ebbs and flows temporally, but also along lines of class, region, and even national origin (after all, Americans are not the only people-black or otherwise-to speak English). Black English is, like standard American English, a language worthy of both speech and study. It is distinct and recognizable, a code of speech that can function as much as a signal of authenticity or belonging as it does a way to relay words.
Lisa Stewart

Chinglish: Caught in the Crossfire - Lingua Franca - The Chronicle of Higher Education - 3 views

  • It is time to stop ridiculing Chinglish and to study its patterns and the freedom it announces. For better or worse, it is the future of China.
Lara Cowell

Light Warlpiri: The New Language In Australia - 0 views

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    University of Michigan professor Carmel O'Shannessy has discovered a language born just a few decades ago. "Light Warlpiri" is spoken in the aboriginal community of Lajamanu in the Northern Territory of Australia.
Lara Cowell

The correspondence of Jean Sibelius and his wife Aino is a bilingual love story - 0 views

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    Love comes in all different shapes, sizes and languages. Helena Halmari, English and Linguistics professor, held a forum on Friday that examined love letters between Finnish composer Jean Sibelius and his wife, Aino. Halmari has been studying the letters through which the couple corresponded. What Halmari has found to be so interesting is that Jean wrote mostly in Swedish, while Aino wrote in Finnish. She talked about the different ways she studied the languages. "I wanted to get a general idea of how the languages were divided," said Halmari. "I knew that it could be very simple because Sibelius uses Swedish and Aino uses Finnish, but it wasn't always simple because they sometimes mixed each other's languages together. Most of the time, though, they stick to their own languages, which didn't make it hard for them at all because they were both bilingual." One would expect the use of two different languages to affect communication in some way, especially negatively. However, Jean and Aino were able to clearly understand each other, and even appreciated the other's use of their first language. Halmarin discussed the relationship between the two. "I don't think their use of two different languages impeded their communication because they both knew each other's languages," said Halmari. "For Jean, Swedish was the preferred written language, because he always worried that he would make mistakes when writing in Finnish." While she has examined forms of bilingual audio communication, such as medieval sermons and recordings, the letters are the first written form of bilingual communication that Halmari has come across. "I haven't looked at letters that were like this before," Halmari said. "In my research, I've looked at bilingual spoken language like recordings, and even email correspondence. They tend to follow the same patterns, though it's not as clear, because some people mix the languages sometimes within the same senten
Lara Cowell

Education, Multilingualism, and Translanguaging in the 21st century - 1 views

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    Translanguaging: the act performed by bilinguals of accessing different linguistic features or modes of languages to maximize communicative potential. Dr. Ofelia Garcia, a scholar of multilingualism, argues that past models of bilingual education are insufficient for highly linguistically-diverse populations. Multilingual education should not only enable the acquisition of multiple languages, but also recognize the actual linguistic practices and language blending employed by teachers and students.
alexcooper15

3 ways to Speak English - 1 views

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    Good example of code switching. Jamila Lyiscott, a "tri-tongued orator", demonstrates the three "distinct flavors" of english she speaks.
Lara Cowell

Saving A Language You're Learning To Speak : Code Switch : NPR - 1 views

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    Every two weeks, a language dies with its last speaker. That was almost the fate of the Hawaiian language - until a group of young people decided to create a strong community of Hawaiian speakers - as they were learning to speak it them themselves.
Lara Cowell

Ready For A Linguistic Controversy? Say 'Mmhmm' : Code Switch : NPR - 1 views

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    Tracing the linguistic path of mmhmm, and many other words commonly used today, from West Africa to the U.S. South is difficult, is riddled with controversy - and experts say it has lingering effects on how the speech of African-Americans is perceived. In a 2008 documentary, Robert Thompson, a Yale professor who studies the effect of Africa on the Americas, said the word spread from enslaved Africans into Southern black vernacular and from there into Southern white vernacular. He says white Americans used to say "yay" and "yes." However, other historians and linguists disagree.
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