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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.
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  • 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.
Kai Aknin

Language and Culture:  Learning Language - 2 views

  • It is impossible to understand the subtle nuances and deep meanings of another culture without knowing its language well.
  • Young children are inherently capable of learning the necessary phonemes, morphemes, and syntax as they mature.  In other words, they have a genetic propensity to learn language. 
  • Studies of average American children show that there is rapid learning of language in the early years of life.
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  • Learning a second or third language is easier in early childhood than later.  It is particularly important to learn correct pronunciation as young as possible. 
  • Learning a second language can be affected by the patterns of the first language.  This is referred to as linguistic interference.
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    Description of words, syntax, etc.
kpang18

The Long Linguistic Journey to 'Dagnabbit' - 0 views

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    Talks about how dagnabbit came about. Talks about how people choose not to use the true name of certain beings (such as bears and wolves) since they were scared of its power, so they end up altering the name ie. Goddammit-->Dagnabbit. This is called taboo deformations. They alter the words with phonemes and dissimilation.
Lara Cowell

Why Some People Have A Better Head For Languages - 0 views

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    Learning a second language is usually difficult and often when we speak it, we cannot disguise our origin or accent. However, there are important differences between individuals with regard to the degree to which a second language is mastered, even for people who have lived in a bilingual environment since childhood. Members of the Cognitive Neuroscience Research Group (GRNC) linked to the Barcelona Science Park, have studied these differences. By comparing people who are able to perceive a second language as if they were native speakers of that language with people who find it very difficult to do so, they have observed that the former group is also better at distinguishing the sounds of their own native language. The study results show that there is a positive correlation between specific speech discrimination abilities and the ability to learn a second language, which means that the individual ability to distinguish the specific phonemes of the language, both in the case of the mother tongue and in the case of other languages, is, without a doubt, a decisive factor in the learning process, and the ability to speak and master other languages."
Lara Cowell

I'm Not Stupid, Just Dyslexic--and How Brain Science Can Help - 4 views

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    Dyslexia stems from physiological differences in the brain circuitry. Those differences can make it harder, and less efficient, for children to process the tiny components of language, called phonemes. Using cutting-edge MRI technology, the researchers are able to pinpoint a specific neural pathway, a white matter tract in the brain's left hemisphere that appears to be related to dyslexia: It's called the arcuate fasciculus. "It's an arch-shaped bundle of fibers that connects the frontal language areas of the brain to the areas in the temporal lobe that are important for language," Elizabeth Norton, a neuroscientist at MIT's McGovern Institute of Brain Research, explains.
Lisa Stewart

A Fluent Backward Talker - 2 views

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    Describes a study of a 31-year-old with an excellent ability to reverse speech sounds quickly and fluently
Ryan Catalani

Who Really Invented the Alphabet-Illiterate Miners or Educated Sophisticates? | Biblica... - 2 views

  • . We must be careful not to be blinded by the genius of the invention of the alphabet, and assume, therefore, that such a breakthrough could be born only in the circles of highly educated scribes
  • the inventors of the alphabet could not read Egyptian—neither hieroglyphs nor hieratic.
  • The Semitic inventors of the alphabet found a new way of representing spoken language in script: Rather than capture whole words, they represented individual phonemes with icons. They were thus able to find a new solution for the picture-sound relationship. This leap in thought lead to a great innovation: a new, single, fixed relationship between picture and sound.
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  • My theory is that the alphabet was invented on the periphery of society, in Sinai, by people of Levantine origin, probably from somewhere on the Phoenician coast.
  • It is in these circles, that the alphabet was invented, and not for any administrative purpose. No alphabetic text in Sinai mentions any administrative matter, and no numbers are discernable. We find only gods names, personal names and very short sentences including titles and the word “gift.”
  • We must therefore surmise that the impetus for the invention of the alphabet was spiritual. The Canaanites wished to communicate with their gods, to talk to their gods in their own language and their own way.
  • By sustaining and perpetuating what historically helped them to rule (hieroglyphics or cuneiform), the institutions of the Ancient Near East left the door open to “disruptive innovation”—the alphabet!
Lara Cowell

What Is the Hardest Language in the World to Lipread? - Atlas Obscura - 0 views

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    Interesting article: not simply about lipreading per se, but generally about the importance of visual cues in discerning language and comprehending messages, and the connection between vision and speech perception.
christopherlee17

Language Lessons Start in the Womb - 0 views

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    New research suggests that babies perceive sound differently depending on what language they hear growing up compared to what language they hear during the third trimester of birth. Babies prefer to listen to voices that they have heard in the womb, their mothers in particular, and enjoy listening to languages that have similar rhythms. This cancels the previous thinking that babies didn't learn phonemes until the second six months of life.
Lara Cowell

Yes, There's Now Science Behind Naming Your Baby | Newsroom - 0 views

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    Research from Columbia Business School professors Adam Galinsky and Michael Slepian shows that merely saying a name aloud sparks an instant connection to a specific gender, evoking a cascading pattern of stereotypical judgments about the masculinity or femininity of an individual, often in the first second of hearing a spoken name. "Names give cues to social categories, which in turn, activate stereotypes," says Slepian. "By considering how names symbolically represent stereotypes, we link sounds to social perception. The most basic social category division is gender and the most distinction between phonemes (the sounds that make up words) is voiced versus unvoiced. We found that female and male names differ phonetically." The Columbia Business School researchers believe that names become established as for males or females through their spoken sounds. They conducted eleven studies focused on distinguishing the different sounds of spoken names. The findings provide consistent evidence that voiced names (those pronounced with vocal cord vibration which often sound "harder") such as "Gregory," "James," and "William" are given more frequently to males, and unvoiced names (those pronounced without vocal cord vibration which often sound "softer" and breathier) such as "Heather," "Sarah," and "Tiffany" are more frequently given to females. These name assignments fit stereotypical gender categories - men as "hard" and tough, and women as "soft" and tender. The researchers also noted other naming trends, namely 1. A rise in gender-neutral names. 2. Parents are more likely to give their baby a name that has recently grown in popularity. 3. Parents often give names that phonetically resemble their social category. 4. Female names go in and out of style faster than male names. 5. Current naming inspiration includes social media and technology, celestial themes, and royal birth announcements.
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