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University of Bergamo English Language (92105)
The Language of Advertising LESSON 12
20th November 2017
Bachelor's Degree programme Communication Sciences
Course instructor: Eleonora Natalia [email protected]
Room 4, 1st Floor, San Tomaso
SOUND EFFECTS IN THE LANGUAGE OF ADVERTISING
ASSONANCE: The repetition of vowel sounds to create internal rhyming within
phrases or sentences (The early bird catches the worm)
CONSONANCE: The repetition of identical or similar consonants in neighbouring
words whose vowel sounds are different (coming home, hot foot)
SOUND EFFECTS IN THE LANGUAGE OF ADVERTISING
ALLITERATION: the repeated sound of the first or second letter in a series of words, or the repetition of the same letter sounds in
stressed syllables of a phrase
Peter Piper picked a peck of pickled peppers
SOUND EFFECTS IN THE LANGUAGE OF ADVERTISING
RHYME: a repetition of similar sounds (or the same sound) in two or more words,
most often in the final syllables of lines in poems and songs
RHETORICAL STRATEGIES
I guess you think you know this story. You don’t. The real one’s much more gory.
The phoney one, the one you know, Was cooked up years and years ago, And made to sound all soft and sappy
Just to keep the children happy.(Roald Dahl, Revolting Rhymes)
PHONETICS
In order to understand sound effects in the language of advertising it is
necessary to be aware of how sounds are articulated
[ nt ( ) næ nl ˌɪ ə ː ˈ ʃə f n t kəˈ ɛ ɪ ælf b t]ˈ ə ɪ
[ t ntr d k n ə ʃɔː ɪ əˈ ʌ ʃətu ŋgl f n t ksː ɪ ɪʃ əˈ ɛ ɪ ]
[ nt ( ) næ nl ˌɪ ə ː ˈ ʃə f n t kəˈ ɛ ɪ ælf b t]ˈ ə ɪInternational Phonetic Alphabet
[ t ntr d k n ə ʃɔː ɪ əˈ ʌ ʃətu ŋgl f n t ksː ɪ ɪʃ əˈ ɛ ɪ ]
-A short introduction to English
phonetics
Phonetics
2.Phonetics is the branch of linguistics that deals with the sounds of speech and their production, combination, description and representation by
written symbols
English phonetics
How many vowel sounds are there in Italian? And in English?
How many consonant sounds are there in Italian? And in English?
English phonetics
In Italian there are 7 vowel sounds and 23 consonant sounds.
In English there are (over) 20 vowel sounds and (over) 24
consonant sounds
English phonetics
The IPA (International Phonetic Alphabet) was developed in order to
represent those qualities of speech that are part of the oral language
In the IPA there are symbols which represent consonant and vowel sounds
Consonants and Vowels
A vowel is a sound which is pronounced with an open vocal tract
A consonant is a sound which is articulated with a partial closure of the vocal tract
Consonants - TH
„TH“ can be mainly* associated with two phonemes:
/ð/ voiced dental fricative (this, that, these, those, they, then, there)
/θ/ voiceless dental fricative (thing, think, three, through)
* In rare cases „th“ can also be pronounced /t/ (Thomas, Thames, Thailand)
Consonants
Pay attention to the following words:
/jɪə/, /hɪə/ and /ɪə/“Year”, “hear/here” (homophones)
and “ear”
Consonants
observe:
/heɪt/ and /eɪt//hɛə/ and /ɛə/
“hate” and “ate”/“eight“ (homophones)“hair” and “air”
Vowels – Monophthongs and Diphthongs
Monophthongs are simple vowel soundsDiphthongs or gliding sounds are a
combination of two adjacent vowel sounds
MINIMAL PAIRS
A minimal pair is a pair of words that vary by only a single sound, usually meaning sounds that may
confuse English learners, like the /f/ and /v/ in fan and van, or the /e/
and /ɪ/ in desk and disk
MINIMAL PAIRS
https://www.englishclub.com/pronunciation/minimal-pairs.htm
PS: AWARENESS OF MINIMAL PAIRS IS IMPORTANT NOT ONLY TO IMPROVE
YOUR PRONOUNCIATION, BUT ALSO TO IMPROVE YOUR LISTENING SKILLS
Monophthongs – MINIMAL PAIRS
a) „bin“ or „bean“?b) „his“ or „he's“?c) „did“ or „deed“?d) „fit“ or „feet“?e) „fill“ or „feel“?
f) „still“ or „steal“?g) „gin“ or „gene“?h) „lip“ or „leap“?
Monophthongs – MINIMAL PAIRS
a) „bin“ or „bean“?b) „his“ or „he's“?c) „did“ or „deed“?d) „fit“ or „feet“?e) „fill“ or „feel“?
f) „still“ or „steal“?g) „gin“ or „gene“?h) „lip“ or „leap“?
Monophthongs
/ʌ / Open-mid back unrounded vowel
CUP, LUCK, BUT, MONEY, LOVE
/ɑ:/ open back unrounded vowelARM, FATHER, CAR
Exercises
Exercise 1 Match the phonetic transcriptions
with the words.(in the first slide you are just going to see the phonetic transcription)
Exercises
1. / t/ʃʌ 2. /h t/ ɑː 3. /θ ŋk/ɪ 4. /w k/ ɜː 5. /le t /ɪ ə
6. /b t/ɔː 7. /pu l/ː 8. /d t/ɑʊ
9. /d k/ʒəʊ 10. /ðe /ə
Exercises
1. / t/ʃʌ a. later 2. /h t/ ɑː b. joke
3. /θ ŋk/ɪ c. heart 4. /w k/ ɜː d. there 5. /le t /ɪ ə e. doubt 6. /b t/ɔː f. work 7. /pu l/ː g. shut 8. /d t/ɑʊ h. think 9. /d k/ʒəʊ i. pool 10. /ðe /ə j. bought
Exercises
1. / t/ʃʌ g. shut 2. /h t/ ɑː c. heart
3. /θ ŋk/ɪ h. think 4. /w k/ ɜː f. work5. /le t /ɪ ə a. later
6. /b t/ɔː j. bought 7. /pu l/ː I. pool
8. /d t/ɑʊ e. doubt 9. /d k/ʒəʊ b. joke
10. /ðe /ə d. there
Exercises
ðeə s m θ ŋz m ni k nt ba . ɑː ʌ ɪ ˈ ʌ ɑː ɪf r vr θ ŋ ls ðe z m st ɔː ˈɛ ɪ ɪ ɛ ə ɪ ˈ ɑː ə
k d ɑː