7349217 What is Language

7/29/2019 7349217 What is Language

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Zaid Ali Alsagoff

[email protected]

Module 5:Module 5:LanguageLanguage
mailto:[email protected]:[email protected]


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Can You Recognize These Logos?Can You Recognize These Logos?


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Top 10 Advertising Slogans?Top 10 Advertising Slogans?

UNITARUNITARTakes You Far.Takes You Far.1.

NikeNikeJust do it.Just do it.2.

McDonaldsMcDonaldsIm lovin it.Im lovin it.9.

M&M candiesM&M candiesM&Ms melt in your mouth, not in your hand.M&Ms melt in your mouth, not in your hand.10.

L'OralL'OralBecause I'm worth it.Because I'm worth it.8.

ClairoClairoDoes she ... or doesn't she?Does she ... or doesn't she?7.

BMWBMWThe ultimate driving machine.The ultimate driving machine.6.

KFCKFCFinger lickin' good.Finger lickin' good.5.

DeBeersDeBeersDiamonds are forever.Diamonds are forever.4.

VolkswagenVolkswagenThink small.Think small.3.

CompanyCompanySloganSloganNoNo

AgreeAgreeI do!I do!


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It is estimatedIt is estimatedthat nearly half athat nearly half amillion Americansmillion Americanswill die this yearwill die this yearfrom diseasesfrom diseases

caused bycaused bysmoking.smoking.


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Module 5: LanguageModule 5: Language

1. What isLanguage?

2. Language AsA Tool

3. Persuasion &Propaganda


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He who defines the terms wins the argument- Chinese Proverb


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5.1 What is Language?5.1 What is Language?

Language is a toolLanguage is a toolwe have been using to understand and

develop our thinking. We have been:

Learning about the thinking of others by readingExpressing our own thinking through writingExchanging ideas with others by speakingand listening

Thought and language can contribute to clear, effective thinkingand communication.

LanguageLanguage is a system of symbolsfor thinking and communicating.


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Sometimes words have two meanings- Led Zeppelin


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5.2 Language As A Tool5.2 Language As A Tool

Language is apowerful toolpowerful tool:

To Clarify ThinkingClarify Thinking

ForSocial CommunicationSocial Communication

To Influence PeopleInfluence People


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5.2.1 Clarify Thinking5.2.1 Clarify Thinking

Language is a tool, then, powered by patterns of thinking.With its power to represent your thoughts, feelings, and

experiences symbolically, language is the most important

tool your thinking process has.

I know what I want to say, butI justI justcant find the right words.cant find the right words.


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The relationshiprelationshipbetween thinking and language isbetween thinking and language isinteractiveinteractive; both processes are continuously influencing

each other in many ways.

Clear and precise language leads to clear and precise thinking.Clear and precise language leads to clear and precise thinking.

Clear LanguageClear LanguageSpecificDistinct

PreciseAccurate

Clear ThinkingClear ThinkingSpecificDistinct

PreciseAccurate


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Vague languageVague language - using words that are very imprecise and general.

Vague words are words that lack a clear and distinct meaning.Examples:

I had a nice time yesterday That is an interestingbook She is an oldperson She is a beautifulgirl

Ambiguous languageAmbiguous language --also interfere with the clear expression ofthoughts. An ambiguous word is a word with more than one (1) meaningthat is open to different interpretations.

Examples:

He fed her dog biscuits The duck is ready to eat Flying planes can be dangerous

The shooting of the hunter disturbed him

The Rock saysyou shouldavoidavoidvague

and ambiguouslanguage.


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Here are some rules that can be adopted to achieve clearcommunication:

Rules

6. Utilize manner and context to clarify meaning6. Utilize manner and context to clarify meaning

5. Use a simple straightforward style5. Use a simple straightforward style

4. Tell the truth4. Tell the truth

1.1. You should vary the style of your communication,You should vary the style of your communication,depending on the knowledge, age and status of yourdepending on the knowledge, age and status of your

listenerslisteners

2. Don't tell listeners what they already know2. Don't tell listeners what they already know1. Tell listeners what you believe they want to hear1. Tell listeners what you believe they want to hear


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5.2.2 Social Communication5.2.2 Social Communication

Language is always used in contextalways used in context.We should use the language style that is appropriate to the

social situation.

Language styles vary from informalinformalto formalformal.

Example:Describe how you usually greet the following

people when you see them:

A Good Friend:

A Teacher:

A Parent:

An Employer:

A Waiter/Waitress:


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Language stylesLanguage styles used in a context. You always speak with a person inmind, according to the situation. You may converse differently with friends,colleagues, parents and relatives.

Examples: Yo dude, wassup how ya been!

Good morning Mr. Jones, how are you today?

SlangSlang-- slang is a restrictive style that limits its speakers to a particulargroup.

Examples: All the guys in my class are busted Man, shes a real bomb! Hes definitely a crack-head Shes so hip and happening


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JargonJargon - is made up of words, expressions, and technical terms that are

understood by professional circles, but not to general public.Examples

A: Breaker, breaker 1-9, cmon in, little frog

B: Roger and back to you, Charley

A: You gotta back down. You got a smokey ahead

B: 10-4 skipper. Over and out

DialectDialect- is a form of language that may be so different in terms soundpatterns, vocabulary and sentence structure, that it is generally may notbe understood by people outside the specific regional or ethnic group.

Examples. Jom pi Kedah

Kami semua sihat sokmo

(People in Kedah may talk Bahasa Malaysia differently than people inKuala Lumpur or Kelantan.)


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The ability to think critically gives you theThe ability to think critically gives you theinsight and the intellectual ability to:insight and the intellectual ability to:

Distinguish peoples language use from theirDistinguish peoples language use from their

individual qualities.individual qualities.Correct inaccurate beliefs about people.Correct inaccurate beliefs about people.

Avoid stereotypical responses.Avoid stereotypical responses.

Remember


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5.2.3 Influence People5.2.3 Influence People

The intimate relationship between language andthinking makes it natural that people use language

to influence the thinking of others.

Two types of language are often used topromote

the uncritical acceptance of viewpoints:

Euphemistic languageEuphemistic language

Emotive LanguageEmotive Language

By developing insight into these language strategies, you willBy developing insight into these language strategies, you will

strengthen your abilities to function as a critical thinker.strengthen your abilities to function as a critical thinker.


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Euphemistic languageEuphemistic language - to speak with good words andinvolves substituting a more pleasant way of sayingsomething instead of a blunt way.

Examples:

To disguise the unpleasantness of death, we could say:She passed away

She departed this life

Social Drinker (Alcoholic)

Purification of the race (Slaughter)

Soft Targets (people to be killed)

Euphemisms can become dangerousEuphemisms can become dangerouswhen they are usedwhen they are usedto create misperception of important issues.to create misperception of important issues.


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Emotive LanguageEmotive Language - Language that would probably

stimulate certain feelings in you. Language that evokes

feelings in others. - The emotional dimension of language.

Example:

What is your immediate reaction to the following words:

Mawi

Bush

FreedomTerrorist

Peaceful

Democracy

Murderer


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Emotive language often plays adouble roledouble role it not only

symbolizes and expresses our feelings but also arouses or

evokes feelings in others (E.g. I Love You!)

The presence of emotive words is usually a sign that a

personal opinionpersonal opinionor evaluationor evaluation rather than a fact is being

stated.

Example:

KL is a filthy and dangerous city only idiots would

want to live there.

Emotive language usageEmotive language usagecan becan bemisleading and even dangerousmisleading and even dangerouswhen speakers do not identify their opinions as opinions becausewhen speakers do not identify their opinions as opinions because

they want you to treat their judgments as facts.they want you to treat their judgments as facts.


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A dollar spent on brainwashing is more cost-effectivethan a dollar spent on product improvement.

- Scott Adams


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5.3 Persuasion & Propaganda5.3 Persuasion & Propaganda

Language is used not only to communicate ideas but also

to persuade or convince others to 'see things our way'see things our way'.

Persuasion or propagandaPersuasion or propaganda refers to any material that is

written or spoken by those who want others to believe that

what they are saying is true.

Six (6) common persuasive techniques:

Exposure EffectExposure Effect

Association EffectAssociation Effect

Personal AttackPersonal Attack

Appeals to PityAppeals to Pity

Popularity & Testimonials (Bandwagon)Popularity & Testimonials (Bandwagon)

Card StackingCard Stacking


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5.3.1 Exposure Effect5.3.1 Exposure Effect

Exposure EffectExposure Effect- In this technique, constant exposure of

something is used to create familiarity, which in turn, will

enhance your liking.

Example:

Our kids are being bombarded with the various fast foodadvertisements. These fast food chains are not only

promoting their menu but other goodies that appeal to

children as well. This constant exposure in the television,

newspapers and street advertisements eventually creates asense of familiarity to children these days.


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5.3.2 Association Effect5.3.2 Association Effect

Association EffectAssociation Effect- If two events occur close together in

living and/or space, the mind will form an association

between them. This technique is widely used within the

political scene to create guilt by association.

On the other hand, it is also possible to have virtue by

association. This means, you can also associate things

positively.

Example:

Your supervisor appraises your work. At the same time, heis aware of your close relationship with the Managing

Director. This will then have a positive impact on your

position.


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5.3.3 Personal Attack5.3.3 Personal Attack

Personal AttackPersonal Attack- Arguments against the person. This form

of persuasion or propaganda attacks the person who

supports a cause, and not the cause itself.

The underlying principle of this technique is that you should

oppose an idea if you do not like the person who supports

that idea. This is because the idea and the person areclosely associated.

Mary suggested that Igive more time during

class for students to askquestions. What does she

know about teaching?Idiot! She knows nothing

about teaching!


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5.3.4 Appeals to Pity5.3.4 Appeals to Pity

Appeals to PityAppeals to Pity- This technique is commonly used in legal

pleadings. In such pleadings, the defendant's poor

background or turbulent home life will often be brought up to

gain leniency in sentencing, should the defendant be found

guilty.

If I get caught, theJudge will give me amild sentence due to

my turbulent and sadchildhood in the

ghetto. Isnt lifewonderful!

5 3 5 Popularity & Testimonials5 3 5 Popularity & Testimonials


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5.3.5 Popularity & Testimonials5.3.5 Popularity & Testimonials

(Bandwagon)(Bandwagon)

Popularity and TestimonialsPopularity and Testimonials - This

technique also known as

'bandwagonbandwagon' relies on the need for

conformity due to its persuasive

power. It is persuasive because it

claims that everyone supports acertain position or buys that certain

product.

A variation of the popularity technique

is testimonials. For instance, certainproducts are endorsed by famous

people or idols. Their testimonials are

taken to prove the effectiveness of

the product.


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5.3.6 Card Stacking5.3.6 Card Stacking

Card stackingCard stacking(or suppressed

information) - Operates as a

persuasive technique by omitting

information that supports the

unfavored view.

Example:

This technique is normally used in

most advertisements whereby

companies only advertise thepositive effects and not the

negative or side effects of a

product.


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Group ActivityGroup Activity

PMIPMI

Plus Points?Minus Points?

Interesting Points?

Rating:1 to 7(1 Disaster, 4 Average, 7 Excellent)

Break into groups of 4-5. 10 min: DoPMI& Ratethe 3 UNITARStudent intake adverts.

20 min: Conceptualizea genericUNITAR Student intake advert for 2008.

Create a catchy sloganand visualizewith words (or sketch)the imagesor graphics that could persuade studentsto join or learn more about UNITAR.

5 min: Document your ideas in thetemplate provided.

15 min: Group Presentation & Discussion

Important Notice:Contributions that are good will beshared with UNITARs MarketingDepartment.


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20052005

PMIPMI


Interesting Points?



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20062006

PMIPMI


Interesting Points?



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20072007

PMIPMI


Interesting Points?



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2008?2008?

PMIPMI


Interesting Points?


Which group has thebest UNITAR student

intake advertisement

suggestion for 2008?

SummarySummary


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SummarySummary

Language is a powerful tool:

To Clarify Thinking

For Social Communication

To Influence People

5.2 Language

As A Tool

Persuasion or propaganda refers to any material that is written orspoken by those who want others to believe that what they are

saying is true.

Six (6) common persuasive techniques:

Exposure Effect Association Effect

Personal Attack

Appeals to Pity

Popularity & Testimonials (Bandwagon)

Card Stacking

5.3. Persuasion& Propaganda

Language is a system of symbols for thinking and communicating.5.1. What is

Language?


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Any Questions?Any Questions?


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The EndThe End


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ReferencesReferences

BookBook

Chapter 6 Thought & Language: John Chaffee, Thinking Critically, 6th Edition,Houghton Mifflin, Boston, 2000

OOnnlliinnee RReessoouurrcceess

Courseware -Module 7:http://cw.unitar.edu.my/ugb2013/c7/index.htm

Marlboro Man: http://adage.com/century/graphics/campaign_marlboro.jpgHere is whats left of the Marlboro Man:

http://imagesource.art.com/images/-/Whats-Left-of-the-Marlboro-Man-Poster-C10317558.jp

Dont be a Butthead: Source:

http://www.allposters.com/-sp/Don-t-Be-a-Butthead-Posters_i838546_.htm

George Bush: http://postas.blogs.sapo.pt/arquivo/BushCartoon.jpgBurger:

http://www.junkfoodblog.com/uploaded_images/carls-jr-jalapeno-burger-794176.jpg

Fast food facts:

http://www.photoshopdiva.com/images/new_gallerys/politcal%20words/images/6%20fast%

Pizza: http://www.tiffanyspizza.com/images/big_pizza.jpg
http://cw.unitar.edu.my/ugb2013/c7/index.htmhttp://adage.com/century/graphics/campaign_marlboro.jpghttp://imagesource.art.com/images/-/Whats-Left-of-the-Marlboro-Man-Poster-C10317558.jpeghttp://www.allposters.com/-sp/Don-t-Be-a-Butthead-Posters_i838546_.htmhttp://postas.blogs.sapo.pt/arquivo/BushCartoon.jpghttp://www.junkfoodblog.com/uploaded_images/carls-jr-jalapeno-burger-794176.jpghttp://www.photoshopdiva.com/images/new_gallerys/politcal%20words/images/6%20fast%20food%20&%20education.jpghttp://www.tiffanyspizza.com/images/big_pizza.jpghttp://infostore.org/info/761455?refer=761401&rs=3http://www.tiffanyspizza.com/images/big_pizza.jpghttp://www.photoshopdiva.com/images/new_gallerys/politcal%20words/images/6%20fast%20food%20&%20education.jpghttp://www.junkfoodblog.com/uploaded_images/carls-jr-jalapeno-burger-794176.jpghttp://postas.blogs.sapo.pt/arquivo/BushCartoon.jpghttp://www.allposters.com/-sp/Don-t-Be-a-Butthead-Posters_i838546_.htmhttp://imagesource.art.com/images/-/Whats-Left-of-the-Marlboro-Man-Poster-C10317558.jpeghttp://adage.com/century/graphics/campaign_marlboro.jpghttp://cw.unitar.edu.my/ugb2013/c7/index.htm


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Contact DetailsContact Details

Zaid Ali AlsagoffZaid Ali Alsagoff

UNIVERSITI TUN ABDUL RAZAK

16-5, Jalan SS 6/12

47301 Kelana Jaya

Selangor Darul Ehsan

Malaysia

E-mail:[email protected]

Tel: 603-7627 7238Fax: 603-7627 7246
mailto:[email protected]:[email protected]

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7349217 What is Language