module05 ct

Zaid Ali Alsagoff

[email protected]

Module 5:Module 5:LanguageLanguage

mailto:[email protected]

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

Top 10 Advertising Slogans?Top 10 Advertising Slogans?

NoNo SloganSlogan CompanyCompany1. Takes You Far.Takes You Far. UNITARUNITAR

2. Just do it.Just do it. NikeNike

3. Think small.Think small. Volkswagen Volkswagen

4. Diamonds are forever.Diamonds are forever. DeBeersDeBeers

5. Finger lickin' good. Finger lickin' good. KFCKFC

6. The ultimate driving machine. The ultimate driving machine. BMW BMW

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

8. Because I'm worth it. Because I'm worth it. L'Oréal L'Oréal

9. I’m lovin’ it.I’m lovin’ it. McDonaldsMcDonalds

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

AgreAgree I e I do!do!

It is estimated It is estimated that nearly half that nearly half

a million a million Americans will Americans will die this year die this year

from diseases from diseases caused by caused by smoking.smoking.

Module 5: LanguageModule 5: Language

1. What is Language?

2. Language As A Tool

3. Persuasion & Propaganda

“He who defines the terms wins the argument”

- Chinese Proverb

5.1 What is Language?5.1 What is Language?

Language is a toolLanguage is a tool we 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 speaking and listening

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

LanguageLanguage is a system of symbols for thinking and communicating.

LanguageLanguage is a system of symbols for thinking and communicating.

“”Sometimes words have two meanings”

- Led Zeppelin

5.2 Language As A Tool5.2 Language As A Tool

Language is a powerful toolpowerful tool:

To Clarify ThinkingClarify Thinking

For Social CommunicationSocial Communication

To Influence PeopleInfluence People

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, but I justI just can’t find the right words.”can’t find the right words.”“I know what I want to say, but I justI just can’t find the right words.”can’t find the right words.”


The relationship relationship between thinking and language is between thinking and language is interactiveinteractive; 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 and precise language leads to clear and precise thinking.Clear and precise language leads to clear and precise thinking.

Clear LanguageClear LanguageSpecificDistinctPrecise Accurate

Clear ThinkingClear ThinkingSpecificDistinctPrecise Accurate


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 interesting book She is an old person She is a beautiful girl

Ambiguous languageAmbiguous language - - also interfere with the clear expression of thoughts. An ambiguous word is a word with more than one (1) meaning that 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 says you

should avoidavoid vague and ambiguous language.


Here are some rules that can be adopted to achieve clear communication:

Rules1. Tell listeners what you believe they want to 1. Tell listeners what you believe they want to hearhear

2. Don't tell listeners what they already know2. Don't tell listeners what they already know

3.3. You should vary the style of your You should vary the style of your communication, depending on the knowledge, communication, depending on the knowledge, age and status of your listenersage and status of your listeners

4. Tell the truth4. Tell the truth

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

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

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 informalinformal to 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:


Language stylesLanguage styles –used in a context. You always speak with a person in mind, 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?’

Slang Slang -- slang is a restrictive style that limits its speakers to a particular group.

Examples: ‘All the guys in my class are busted’ ‘Man, she’s a real bomb!’ ‘He’s definitely a crack-head’ ‘She’s so hip and happening’


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, c’mon 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 sound patterns, vocabulary and sentence structure, that it is generally may not be 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 in Kuala Lumpur or Kelantan.)


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

Distinguish people’s language use from Distinguish people’s language use from their individual qualities. their individual qualities.

Correct inaccurate beliefs about people. Correct inaccurate beliefs about people.

Avoid stereotypical responses.Avoid stereotypical responses.

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

Distinguish people’s language use from Distinguish people’s language use from their individual qualities. their individual qualities.

Correct inaccurate beliefs about people. Correct inaccurate beliefs about people.

Avoid stereotypical responses.Avoid stereotypical responses.

Remember

5.2.3 Influence People5.2.3 Influence People

The intimate relationship between language and thinking makes it natural that people use language to influence the thinking of others.

Two types of language are often used to promote the uncritical acceptance of viewpoints:

Euphemistic languageEuphemistic languageEmotive LanguageEmotive Language

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

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


Euphemistic languageEuphemistic language - to speak with good words and involves substituting a more pleasant way of saying something 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 dangerous when they are usedwhen they are usedto create misperception of important issues.to create misperception of important issues.Euphemisms can become dangerousEuphemisms can become dangerous when they are usedwhen they are usedto create misperception of important issues.to create misperception of important issues.


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 FreedomTerroristPeacefulDemocracyMurderer


Emotive language often plays a double 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 opinion or 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 usage can becan be misleading and even dangerousmisleading and even dangerous when speakers do not identify their opinions as opinions becausewhen speakers do not identify their opinions as opinions becausethey want you to treat their judgments as facts.they want you to treat their judgments as facts.

Emotive language usageEmotive language usage can becan be misleading and even dangerousmisleading and even dangerous when speakers do not identify their opinions as opinions becausewhen speakers do not identify their opinions as opinions becausethey want you to treat their judgments as facts.they want you to treat their judgments as facts.

“A dollar spent on brainwashing is more cost-effective than a dollar spent on product

improvement.”- Scott Adams

To argue means to try and find some truth to the matter being discussed. The goal of argument is to use evidence and reasons to try and lead the audience towards a conviction.

Persuasion means the truth is already known, but the persuasive party is trying to change the audience’s point of view.

Propaganda, which is basically advertising, is intended to persuade indefinitely. Even if it means lying to make the situation look good.

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 Effect Exposure Effect Association Effect Association Effect Personal AttackPersonal Attack Appeals to Pity Appeals to Pity Popularity & Testimonials (Bandwagon)Popularity & Testimonials (Bandwagon) Card StackingCard Stacking

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 food advertisements. 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 a sense of familiarity to children these days.

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, he is aware of your close relationship with the Managing Director. This will then have a positive impact on your position.

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 are closely associated.

Mary suggested that I give more time during class for students to ask questions. What does she know about teaching? Idiot! She knows nothing about

teaching!

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, the Judge will give me a mild sentence

due to my turbulent and sad childhood in the ghetto. Isn’t life

wonderful!

5.3.5 Popularity & Testimonials 5.3.5 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 a certain position or buys that certain product.

A variation of the popularity technique is testimonials. For instance, certain products are endorsed by famous people or idols. Their testimonials are taken to prove the effectiveness of the product.

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 the positive effects and not the negative or side effects of a product.

Group ActivityGroup Activity

PMIPMI

Plus Points?Minus Points?

Interesting Points?

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

1. Break into groups of 4-5.2. 10 min: Do PMI & Rate the 3 UNITAR

Student intake adverts.3. 20 min: Conceptualize a generic

UNITAR Student intake advert for 2008.Create a catchy slogan and visualize with words (or sketch) the images or graphics that could persuade students to join or learn more about UNITAR.

4. 5 min: Document your ideas in the template provided.

5. 15 min: Group Presentation & Discussion

Important Notice: Contributions that are good will be shared with UNITAR’s Marketing Department.

20052005

PMIPMI


Interesting Points?


20062006

PMIPMI


Interesting Points?


20072007

PMIPMI


Interesting Points?


2008?2008?

PMIPMI


Interesting Points?


Which group has the best UNITAR student intake advertisement suggestion for 2008?

SummarySummary

5.1. What is Language?

Language is a system of symbols for thinking and communicating.

5.2 Language As A Tool

Language is a powerful tool: To Clarify Thinking For Social Communication To Influence People

5.3. Persuasion & Propaganda

Persuasion 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 Effect Association Effect Personal Attack Appeals to Pity Popularity & Testimonials (Bandwagon) Card Stacking

Any Questions? Any Questions?

The EndThe End

ReferencesReferences

BookBook

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

Online ResourcesOnline ResourcesCourseware - Module 7: http://cw.unitar.edu.my/ugb2013/c7/index.htm

Marlboro Man: http://adage.com/century/graphics/campaign_marlboro.jpg

Here is what’s left of the Marlboro Man: http://imagesource.art.com/images/-/Whats-Left-of-the-Marlboro-Man-Poster-C10317558.jpeg

Don’t 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.jpg

Burger: 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%20food%20&%20education.jpg

Pizza: http://www.tiffanyspizza.com/images/big_pizza.jpg

Beckham (Pepsi): http://infostore.org/info/761455?refer=761401&rs=3

http://cw.unitar.edu.my/ugb2013/c7/index.htm

Contact DetailsContact Details

Zaid Ali AlsagoffZaid Ali Alsagoff

UNIVERSITI TUN ABDUL RAZAK 16-5, Jalan SS 6/1247301 Kelana Jaya

Selangor Darul EhsanMalaysia

E-mail: [email protected]

Tel: 603-7627 7238 Fax: 603-7627 7246

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