Persuasive Language

LISTENING COMPREHENSION OF
INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL
INSTITUTIONAL COMMUNICATION
Unit 3
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Unit 3. LISTENING COMPREHENSION OF INSTITUTIONAL COMMUNICATION

1. LEARNING GOALS FOR UNIT 3................................................................1 2. STUDY GUIDE ........................................................................................1 3. INTRODUCTION .....................................................................................2 3.1. Rhetorical devices ...........................................................................3 3.2. How to use the passive voice ...........................................................5 3.3. Use of ergative verbs.......................................................................7
3.4. Use of transitive and intransitive verbs .............................................9 4. GOVERNMENTAL COMMUNICATIONS .................................................... 11 5. CORPORATE COMMUNICATION............................................................. 16 6. ADVERTISING ...................................................................................... 19 7. UNIT VOCABULARY AND CONCEPTS...................................................... 32 8. KEY TO UNIT TASKS............................................................................. 34
Unit 3 Pag.: 1 de 40
LISTENING COMPREHENSION OF INSTITUTIONAL COMMUNICATION 1. LEARNING GOALS FOR UNIT 3

Identify metaphors, analogies, parallelisms and metonyms in the discourse of politicians, spokespeople and advertisement; Link the concepts of hedging, downgrading and politeness seen in unit 1 to the language of institutional communication; Use the passive, the active, ergative verbs, transitivity, and personal pronouns to attribute guilt or credit; Understand some of the vocabulary usually found in institutional
communication and; Understand better spoken institutional communications.
At the conclusion of this unit you should be able to:
2.
STUDY GUIDE
The introduction section 3 presents the linguistic features shared by political, institutional and advertising discourses. You will need to understand the concepts so you can apply them to the practical exercises in sections 4, 5 and 6. You will not be asked to define theoretically the concepts explained, just understand their names and be able to apply them to the resolution of a practical exercise. The concepts explained in this section will be related to those presented in unit 2. Section 4 will focus on the application of the concepts seen in section three to a couple of speeches by U.S. presidents. Section 5 will let you apply the same concepts to an institutional communication. Section 6 will introduce some vocabulary that is commonly used in advertising to achieve the effects described in the introduction and you will get the chance to identify those features in some samples of advertising discourse. Section 7 displays diagrams summarising the unit concepts and identifies what vocabulary is expected to be learnt from this unit. Section 8 contains the key to the unit tasks.
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3.
INTRODUCTION
In this unit we are looking at the characteristics of the spoken language used by politicians, institutions / corporations and advertising. They have as main goal to persuade (vote for me, trust me or buy from me). The three contexts share persuasion strategies and the three, together, take every day a big portion of the broadcasting in mass media sometimes being difficult to differentiate them. The most obvious strategy to persuade is repetition. The repetition tactics are multiple; but you are probably, in an intuitive manner, familiar with the ones we are going to work with: Parallelism (repeating grammatical structures along the discourse) Parallel structure, contrastive pairs (antithesis); Slogans (repeated incessantly to leave the key brand message in the mind of the target) Check http://www.adslogans.co.uk/samples/index.html to find examples of advertising slogans; they are organised by industry sectors. In the USA, they are tags, tag lines, or taglines. In the UK, they are end lines, endlines, or straplines; Click It or Ticket1 A slogan in the USA to promote the use of the safety belt on the highways. It's Scotland's oil A slogan issued by the Scottish National Party in relation with the revenues obtained from the North Sea petroleum. Lists of three (sometimes four) elements provide sense of unity and completeness. They seem to have a very strong effect on audiences; apparently human psychology is keen on lists. In the examples that we are going to listen the lists include at least four elements, but nowadays most politicians, Public Relations experts and advertising use the list of three
I say to the House as I said to ministers who have joined this

government, I have nothing to offer but blood, toil, tears, and sweat. Winston Churchill famous speech to the British Parliament on May 13 th 1940 2.
1 2
Click is the sound that the safety belt makes when buckled and Tickets are what we call in Spanish multas. To read and download the audio file of the complete speech go to: http://www.fiftiesweb.com/usa/winstonchurchill-blood-toil.htm
Use of the personal pronouns3 to attribute merit or guilt. The repetition of the pronoun I will concentrate the merit on the speaker. The repetition of the pronoun we distributes the merit or guilt among a group. The repetition of you, or they, or he / she usually is for the attribution of guilt. Finally a deliberate use of the passive, ergative verbs or choosing between transitive and intransitive verbs can be used to formally hide responsibilities by producing impersonal sentences.
Repetition is not the only persuasive strategy: body language through display of personality and stance, the arousal of emotions and reasoning are fundamental to achieving persuasion. In the subsections below you will be learning how the essential rhetorical devices are used to reason and persuade and how to use verbal grammar to hide or exhibit responsibility.
3.1. Rhetorical devices

The name rhetorical devices may sound boring and strange, but what is important here is that you can identify their use in the examples that you are about to listen to. To simplify your learning they can be classified in four groups: Metaphors (metaphors, analogies, euphemisms, similes). They are strongly related with the attribution of merit or guilt and with the emotional association of ideas and images. Basically the strategy consists in replacing one idea for another explicitly (analogies and similes) or implicitly (metaphors and euphemisms). Metonyms (metonymy, synecdoche). They have the same function as metaphors, but instead of replacing one idea for another, what they do is represent one idea / person / object by using only one of its parts. For example, when journalists speak about The White House, Number 10 or Buckingham Palace they are not normally interested on the buildings, but on the political figures living inside them. This can get more sophisticated. The famous Watergate4 scandal has served as the source for naming new scandals by adding the word -gate to a
3 4
And their corresponding possessives: my, our, your, their. In fact, Watergate refers to the Watergate Building so this is another example of metonymy.
noun. For example: the Camillagate to refer to the love affair between the Prince of Wales and Camilla Parker-Bowles. Repetition of Structures (parallel structure, anadiplosis, antithesis, anaphora). Using the grammar to create symmetric structures helps in the achievement of clarity. Examples:
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Expletives (remember the hedging or downgrading from unit 1 plus words used to show your attitude or to emphasise). Expressions such as I think, you know, the way I see it, certainly, on the contrary express the point of view of the speaker and add emphasis or downgrades ideas. Task1: Listening to rhetorical devices Go to the following web site and read and listen to the examples of the rhetorical devices that you have learnt: http://www.americanrhetoric.com/rhetoricaldevicesinsound.htm (Rhetorical figures in sound) metaphor metonymy analogy synecdoche parallelism expletive anaphora antithesis anadiplosis euphemism.
3.2. How to use the passive voice

With the passive you achieve a more impersonal style than with the active. The following information indicates when the use of the passive is preferred to the active. It is very useful to hide responsibility / guilt. a) The passive is preferred when the process is more important than the agent. The car (result of a process) was produced at our Spanish factory. b) The passive is preferred when, for reasons of emphasis, we need to have the agent at the end of the sentence. Penicillin was discovered by Fleming, not Prozac. (The emphasis is necessary to avoid confusion) c) The passive is preferred when the agent is new information in the context where the sentence appears. (In English new information is placed at the end of sentences). Who sent you that? It was sent to me by the president herself. d) The passive is preferred when the subject / agent of a sentence is very long. The president was distrusted by most of the radical and leftwing politicians in the country. e) The passive is preferred when the subject in sentence A needs to appear in sentence B with the same function. The Prime Minister stepped off the immediately surrounded by journalists. f) plane. She was
The passive is preferred when the agent is unknown. My laptop has been stolen.
g) The passive is preferred when the agent is indefinite or unimportant. In summary, major injuries are those which involve fracture of a major bone, amputation, loss of sight, electrical shock or any injury which results in the injured person being admitted into hospital and being detained for more than 24 hours. h) The passive is impersonalisation. preferred when the situation requires
The results of the market research have been taken to the board for further consideration. i) The passive is preferred when the situation requires avoidance of attribution or responsibility. Im afraid the fax hasnt been sent. // The Production Manager was not informed in time. Task 2: Use of the passive Choice between active and passive: For each of the following sets of 3 n1 sentences, you must decide whether option (a) or (b) is the logical continuation of (1), (2), (3) or (4). Remember that in English the new/important information tends to be at the end of the sentence and the old/less important information is placed at the beginning. (1) The GMAT Registrant Survey was designed to include at least two waves of data collection from a large random sample of test registrants. a) The Survey designers limited the sample to registrants living in the USA. b) The sample was limited to registrants living in the USA.
(2) It takes an average driver a fifth of a second to move her foot from accelerator to brake. a) At 50 kph that adds three meters to the braking distance. b) Three meters are added to the braking distance at 50 kph by that. (3) Simulation is an essential engineering tool used by both students and practitioners to gain knowledge of a systems behaviour. a) Simulation tools allow students to model a system. b) Students are allowed by simulation to model a system. (4) Let the word go forth from this time and place, to friend and foe alike, ,. a) that the torch has been passed to a new generation of Americans born in this century. b) that we have passed to a new generation of Americans born in this century the torch.
3.3. Use of ergative verbs

Ergative verbs allow you to describe an action from the point of view of the agent or the affected by the action. The same verb can be used with the agent and the object or without mentioning the agent. In other words, you can hide who was responsible. Examples: An explosion shook the room. / The whole room
shook. Industrial coolants have accelerated the ozone loss rate / The ozone loss rate has accelerated
Usually the object of these verbs refers to a thing. In Business English we can identify three ergative groups that are used commonly:
(a) Verbs describing some kind of change

To age To begin To bend To bleach To break To burn To burst To change To close To continue To crack To darken To decrease To diminish To disperse To double To drown To dry To empty To end To fade To finish To grow To improve To increase To open To quicken To rot To shatter To shrink To shut To slow To split To spread To start To stick To stop To stretch To tear To thicken To tighten To weaken To whiten To widen To worsen 5
(b) Verbs describing physical movement

To accelerate To balance To drop To move To rest To rock To shake To spin To stand To steady To swing To turn
(c) Verbs involving a vehicle

To back To crash To drive To fly To park To reverse To run To sail
Ergative verbs allow a similar strategy as the passive because you can avoid mentioning who or what does the action. Examples: The production manager has diminished the output in the assembly plant. (1)
The output has been diminished in the assembly plant. (2) The output in the assembly plant has diminished this month. (3)
If you are not interested in reflecting who diminished the output you can transform the information in (1) into the information in (2). In the case you were interested in saying when that has happened you could transform it into (3).
The computer game market has changed (4). In this example, the
agent is not easily identifiable, therefore using an ergative verb is a concise way of supplying clear information. The important fact is that the market has changed. The agents of the change (probably a complex set of interrelated factors) can be explained in further detail in subsequent sentences of the same paragraph.
Those verbs ending in -en deriving from adjectives are also part of this list (lengthen, whiten, strengthen, weaken, shorten, etc).
3.4. Use of transitive and intransitive verbs

Transitive and Intransitive verbs used knowingly allow to present information as actions affecting non-personal nouns or as results. This is easily explained because transitive verbs always require a direct object (the affected), while intransitive verbs never require one. Transitive verbs can be used when we want to express an action that affects an object. e.g. we raised our prices
we favour the first option

Intransitive verbs cannot be used to express an action, only a result. e.g. prices rose
the first option prevailed

Task 3: Use of ergative, transitive and intransitive verbs (1) Make these sentences transitive using the following verbs in their corresponding tenses : hold, reduce, raise,
maintain
Our salaries have remained constant for five years. The company (.) salaries at the same level. The temperature in the bank has fallen The caretaker (.) the temperature in the building. Interest rates have risen over the last three months. Banks () their interest rates. Production has stayed the same for some time. The company () production at the same level.
The average age has decreased in the company. Recruiting policy () the average age.
(2) Transform the following sentences containing ergative verbs as in the example. Example: Rolls Royce announced that they are stopping production
of the new V8 engine because of technical problems.

Rolls Royce announced that some technical problems are stopping the production of the new V8 engine. All work at the factory has stopped because of the strike. ___________________________________________________ World War One weakened severely the European economies. ___________________________________________________ Some wines improve with age. ___________________________________________________ Nuclear disarmament would simply increase the likelihood of a conventional war. ___________________________________________________ A strike is planned for next week, so that might slow down our project strategy. ___________________________________________________
4.
GOVERNMENTAL COMMUNICATIONS
The language of politicians shares some features with the language of science and the language of marketing. Its most general goal is to persuade their audiences (voters, opponents, or the press). A wonderful example of how this language works can be seen on the film Julius Caesar (1953) 6 directed by Joseph L. Mankiewicz: Julius Caesar has just been killed by his opponents in the Senate; Marc Anthony arrives and is asked by the murderers to speak to the people justifying their crime. Marc Anthony starts by mentioning how right they were to kill Caesar and ends by showing that Caesar loved the people of Rome. In only a few minutes, Marc Anthony turns from being under threat of death to being the leader of the people of Rome. How did he achieve such a remarkable shift? Well, he used persuasion and in a very successful way. This section will introduce the basic techniques used by politicians to convince or justify themselves. You will be working mainly with two famous speeches: the inaugural speech of John F. Kennedys presidential period and the resignation speech of Richard Nixon. Task 4: Identification of features in a real example (I) http://americanrhetoric.com/top100speechesall.html Go to the inaugural
speech (is the second one) by John Fitzgerald Kennedy and download the mp3 file. To read the transcript as you listen or to watch the video go to: http://americanrhetoric.com/ speeches/jfkinaugural.htm (1) Pre-listening Questions. (a) To whom do you think that the speech will be directed? (b) Vocabulary. Match the words in the left column with their equivalent in the right column:
Watch the videos here: http://www.americanrhetoric.com/MovieSpeeches/moviespeechjuliuscaesarbrutus.html and http://www.americanrhetoric.com/MovieSpeeches/moviespeechjuliuscaesarantony.html
1) forebears 2) oath 3) heir 4) foe 5) to wish ill 6) bear a burden 7) cast off 8) to outpace 9) writ 10) to endeavour 11) to summon 12) to forge
a) come up with b) legal document issued by a court c) call for gathering d) surpass in speed or in results e) Attempt by employing effort f) enemy g) successor, inheritor h) ancestors i) solemn promise j) desire a dreadful fortune for someone k) put up with something unpleasant l) get rid of
(2) Listening Tasks: (a) Find three examples of grammatical structures that are repeated for persuasion. ___________________________________________________ ___________________________________________________ (b) What repetitive structure is used that makes explicit who is being addressed? ___________________________________________________ ___________________________________________________ (c) Do the topics of the speech affect only the USA? What other countries are affected? ___________________________________________________ ___________________________________________________ (d) Explain the meaning of the following metaphors: the torch has been passed to a new generation ___________________________________________________ ___________________________________________________ tempered by war ___________________________________________________ ___________________________________________________
meet a challenge at odds and split asunder ___________________________________________________ ___________________________________________________ those riding the back of the tiger ended up inside ___________________________________________________ ___________________________________________________ our sister republics ___________________________________________________ ___________________________________________________ (e) Find four more examples of metaphors in the speech. ___________________________________________________ ___________________________________________________ (f) Find one example of metonymy and one of antithesis ___________________________________________________ ___________________________________________________
Task 5: Identification of features in a real example (II) http://americanrhetoric.com/top100speechesall.html (Go to Resignation Speech, speech number 39, by Richard Milhous Nixon and download mp3 file) then go to http://americanrhetoric.com/speeches/richardnixonresignationspeech.html if you want to read the speech as you hear it or if you want to see a video streaming of the speech. If you have problems downloading the speech from here then hear it on streaming at: http://www.presidency.ucsb.edu/mediaplay.php?id= 4325&admin=37
(1) Pre-listening tasks: Download the software AntConc mentioned at the end of the Concordancers section of unit 2 (If you need them you will find instructions on how to use the concordancer for this exercise on the moodle platform of the course). (a) Load the text of the discourse as a txt file on AntConc. Use the text box at the bottom left of the program to carry out your searches. Type individually each of the following words: I, my, me, we, our, you, your, he, his. Now, answer theses questions. (a-1) Which of the personal pronouns is used the most? Why so? _______________________________________________ (a-2) When he uses we, us and our to whom is he referring? ___________________________________________________ (a-3) When he uses you, your to whom is he referring? ___________________________________________________ (a-4) When he uses my what words related with emotions are used? ___________________________________________________ (a-5) When Mr. Nixon refers to he and his who is he talking about? ___________________________________________________
(b) Vocabulary. Match the words in the left column with their equivalent in the right column:
1) to carry through 2) abhorrent 3) vindication 4) to swear swore sworn 5) to heal wounds 6) to hasten 7) bitterness 8) breakthrough 9) to strive strove striven 10) to dare 11) kinship a) justification or defence b) to try by using a lot of effort c) cure injuries d) advance, progress e) to try courageously f) a feeling of anger and ill-will g) close connection through interest h) put in effect i) to accelerate j) to take an oath k) offensive to the mind
(c-1) Before you listen, will President Nixon openly admit his guilt? ___________________________________________________ (c-2) Which, do you think, will be the main topics of his speech? ___________________________________________________ (c-3) Do you think that he will get emotional? Why? ___________________________________________________ (2) (a-1) What does he mean when he says he is not a quitter? ___________________________________________________ (a-2) Why is he resigning from the office of president? ___________________________________________________ (a-3) What will be the expected result of the resignation? ___________________________________________________
(a-4) What new allies does the USA have now? ___________________________________________________ (a-5) What has been his ultimate political purpose? ___________________________________________________
5.
CORPORATE COMMUNICATION
Corporate communications are a combination of politics, public relations and marketing. The situations involving corporate communications range from press conferences to infomercials. Some of these situations involve spontaneous speech, some others rehearsed speech, but all of them are involved with persuasion (deny an accusation, launch a product, explain the policies of the company, promote investment, etc.). You can apply the explanations seen in the introduction to corporate communication. The formats will differ from what you have seen in political language, the choice of vocabulary and the specific goals will vary, but the strategies available are the same. Task 6: Promotional interview http://www.youtube.com/watch?v=xYJSbynA9DY opportunities in Dubai). (promotion of business
(1) Vocabulary. Match the words in the left column with their equivalent in the right column:
1) dwelling 2) warehousing 3) light industrial unit 4) to outstrip 5) real estate 6) to give the edge on 7) waterborne transport 8) to drive drove driven 9) expatriate 10) spin-off a) transported by water b) voluntarily living abroad c) place where someone lives d) resulting from an unplanned result e) storage of goods in buildings f) small factory building g) to cause to happen, to propel h) property consisting of houses & land i) to provide an advantage over j) to go far ahead of
(2) Using the on-line concordancers find examples of the vocabulary from (1) in context. (3) Who is the second guest? ___________________________________ (4) What is his position? _______________________________________ (5) Fill the gaps: A good _________________ that will _____________
and, I think a good ____________ product will _____________ always in Dubai.

(6) Complete the expression with what the consultant is saying:
in terms of ____________________________________________. in terms of _____________________________________________. in terms of ____________________________________________.

(7) Where are most purchasers from? ____________________________ (8) How many are British? _____________________________________ (9) Do you think that the interview is spontaneous? Why? ___________ (10)What is the purpose of this interview?
________________________________________________________ Task 7: Promotional presentation http://www.youtube.com/watch?v=1rFV3BJqilk (Steve Jobs promoting iChat AV & PhotoBooth in front of several journalists) (1) What does iChat AV do? __________________________________ (2) What does PhotoBooth do? _______________________________ (3) Which of the presentation? great phenomenal better cool amazing cold grand awesome following adjectives does Mr. Jobs use in his
(4) What characteristics of unplanned talking can you perceive on this video? __________________________________________________ ________________________________________________________ (5) Do you think that the presentation is for the general public? Why? ________________________________________________________ Task 8: Company policies & launching a product http://www.youtube.com/watch?v=f505tGTsoac (Ben & Jerrys Ice Creams announces that they are incorporating Fair Trade certified ice cream flavours). (1) How long ago did the company start? _________________________ ________________________________________________________ (2) How does he feel about the fair trade move of the company?______ ________________________________________________________ (3) Give his two arguments in favour of fair trade? _________________ ________________________________________________________ (4) What three fair trade products does he mention? _______________ ________________________________________________________ Task 9: Sports press conference http://www.youtube.com/watch?v=4vTs4CurcX4 (Thrashers coach answers to the questions of journalists on the performance of his ice hockey team). One of todays typical institutional communication is that happening after a team sport where the coach, acting as the spokesman of his corporation (the sports club) and his players, has to answer to any question that the journalists may come up with. (1) According to the coach, which were the best parts of the game? __ ________________________________________________________
(2) Did they win the game? ____________________________________ ________________________________________________________ (3) Explain the meaning of these metaphors on this video: we have to roll up our sleeves ___________________________ we are still going home empty handed ____________________ it want bring any point back to the table __________________ Task 10: Internal communication http://www.youtube.com/watch?v=Hc6_BWXXCos (An old video from the Xerox Company addressed to future employees) (1) What is the main message of this video? ______________________ ________________________________________________________ (2) What structure is repeated to make the point clear? _____________ ________________________________________________________
6.
ADVERTISING
The diagram below displays the formats used today for marketing products. We will concentrate on those which use spoken language to achieve their goals:
Communication and Marketing Channel Technique Promotion format Agent / Patient
Television Broadcasting Narrowcasting Spot, infomercial Advertiser / Target Sponsor / Target Sponsoring Sales Channel
Telephone7 Telephoning Telemarketing Operator / Target Telephone survey After-sales service
Internet8 Cybercasting Banner Webmaster / Cybernaut Business to Business (B2B) Business to Client (B2C)
Market Strategies
7 8
http://www.glossary.com/dictionary.php?q=Telemarketing (telemarketing definition and related terms). To check new telecommunications vocabulary you can try: http://www.carrierconsult.com/glossary.html (from Carrier Consult) or http://www.netlingo.com/inframes.cfm (Netlingo, internet dictionary).
Now lets introduce some those new terms which to the type of marketing that uses the voice as a channel: Broadcasting: The making and sending out of television programmes. Narrowcasting: Term used by producers of specialised programmes in cable TV. Only those customers who have shown interest in receiving these programmes or channels get them. Cybercasting a.k.a. broadcatching: It is associated with the process of streaming visual or audio information through cyberspace. It is fundamentally different from broadcasting because it is not passive. The client must request the information rather than just tune in the broadcast information. As we have seen in unit 1 the speakers have to create a message which meets the communication needs of the receivers (audiences). The whole purpose of advertising is to show the audiences where, how and with what can they meet their needs. Therefore, the main goal of advertising is persuasion ( We have what you need. See? ) Task 11: Target audience Watch this commercial and answer the questions below http://www.youtube.com/watch?v=PBEWHy6khZw (Law Firm Commercial) 1. Who is the audience of this commercial? ______________________ ________________________________________________________ What is the corporate image that you get from this ad? __________ ________________________________________________________ 3. Indicate 3 features in the commercial that are supposed to attract a specific audience? _________________________________________ ________________________________________________________ The purpose of the sales force is to persuade customers to buy. When you are preparing to persuade your audience the best approach is to appeal to their needs, wants and desires. This appeal can be done via an emotional or rational language in a direct or indirect way.
2.
Emotional appeals are directed towards: feelings, inclinations, and
senses.
Rational appeals are directed towards: reasoning, logic, and the intellect Direct appeals are directed towards statements followed by Proof: Our new Top Quality razor blades give a closer, cleaner shave than any others on the market. Lists are typical examples of direct appeals: "Top 10 Best Sellers," "5 Best Buys," 100 Proven Ways to Make Money," "7 Secrets of Success"
Indirect appeals are directed to suggestions, questions, etc.: Do your customers ask for razor blades that give a closer, cleaner shave?
Typical Opening Questions (Indirect Appeal)
Isnt it time you ? Did you know about ? Are you still ? Want to stay abreast of? Are you interested in? Are you curious about ? Who could say no to? Do you want a better job? How secure is your job? Will you risk just $1 to?
Did you ever ask yourself? Dont you need ? Wouldnt you like to? Tired of the same old? Why trade a for a ? Who can put a price on? Are you ready for? Whats the safest? Are you drowning in? Why sacrifice for ?
Could you use an extra $ each month?
Whats the best investment you could make?
What would you say if we offered to help you?
How many times have you said to yourself?
How can you cut the high cost of?
Sometimes the competitive advantage or competitive edge of a product or service derives from how it is marketed. And how language is used plays an important role in marketing. Companies quick to respond to the needs, wants or desires of customers are market-driven, market-led, or market-oriented. A "claim," is an affirmation that a product is something, does something, or has some quality. A "promise," means that it will benefit the buyer. Such claims and promises can be used as attention-getters, as well as during the whole process of persuasion. Claims and promises about the product itself are discussed here (ProductCentred) under a dozen general categories: Quality, Quantity, Beauty, Efficiency, Utility, Novelty, Stability, Reliability, Safety, Simplicity, and Rapidity.
Words commonly used in Quality claims
authentic best deluxe excellent exceptional extraordinary
finest first class flawless genuine greatest ideal
incomparable magnificent outstanding perfect prize-winning prominent
spectacular splendid super superb superior supreme
top-rate tremendous unbelievable unsurpassed ultimate ultra-
Product-centred ads make claims and promises to stress the good qualities of the product: explicitly said in words, or implicitly suggested using words and images.
Words commonly used in Efficiency claims
ability able acts adept aids capable competent deft
diligent effective efficient energetic fast-acting hard-wearing hard working heavy-duty
helps industrious lets long-lasting organized performs potent power
powerful prevents produces productive proficient protects qualified really works
relieves saves solution solves strong sturdy tough works
Words commonly used in Stability claims
aged ancient antique classic classical conservation conserve continuous
established ever since for over years heritage historic history maturity mature
nostalgic old fashioned old style past permanent preserve proven ripe
roots seasoned time-tested tradition traditional tried and true unchanging yesteryear
Stability relates to those words and images which emphasize the favourable aspects of the past, of preserving older things, of tradition and heritage (in contrast to those ads which stress novelty, the new and the modern).
Words commonly used in Utility claims
adjustable adaptable all in one all purpose applicable basic basic outfit combination compatible convertible
customised can be used in detachable double duty down to earth dozens of uses essential flexible fully equipped functional
go anywhere handy helpful ideal for just right interchangeable many sided mix and match multi-purpose perfect for
perfect match personalised portable practical resourceful recyclable reused reversible sensible suitable for
suited to your tailored to your three in one usable useful utility utilitarian variable versatile washable
Words commonly used in Quantity claims
abundance abundant ample big bigger biggest
bonus bountiful colossal economy-size enormous entire
extra family-size huge immense includes jumbo
king-size large larger largest many more
most numerous plenty roomy spacious stupendous
total variety vast voluminous wide variety whooping
Words commonly used in Scarcity claims
charter member collector collector's item distinctive exceptional exclusive
exclusively at first edition hard to find infrequent limited edition limited supply
little known most treasured most valued one of a kind only here original
personalized quantity limited rare rarity seldom seen singular
special uncommon unique unusual while supply lasts your very own
Although genuine scarcity might relate to only a few basic needs (such as food, air, shelter), many ads appeal to a common human desire to collect ornaments and treasures (coins, stamps, dishes, paintings).
Words commonly used in Reliability claims
authorized bonded depend dependable endure endurance enduring
expected experienced faithful firm fixed hard and fast identical
lasting licensed Long lasting permanent predictable ready trustworthy
reliable reliability repeated same secure stable stability
standard steadfast steady sure trustworthy unchanging uniform
Although urgency is concerned with time, its phrasing is usually clustered with words suggesting shortage, scarcity, or availability.
Shortage, scarcity and availability expressions
Close-Out Deadline Clearance Beat the Crowd Last Chance One Day Only Now or Never
Hurry Sale Rush Offer Expires Going Out-of-Business Limited Offer Opportunity Knock
Final Never Again Act Now Don't wait Going Fast Last Day No Later Than
Weekend Sale Today Only Time-sensitive material Time Running Out Prices Going Up Promptness Bonus Once in a Lifetime
You can also urge potential customers by using sayings 9: Seize the day 10 Strike while the iron is hot
But these sayings usually bring to the minds of native speakers countersayings : Haste makes waste Marry in haste, repent in leisure
9 Refranes. 10 Carpe Diem (Vive al da, disfruta el da a da)
Urgency words are often used to blur the differences between contrary and contradictory relationships by suggesting falsely an "either/or" situation (now or never). Logically, contrary relationships (e.g. black, white, red, green, blue) leave many other options available. Contradictory relationships (black and nonblack) set up only 2 categories: X and non-X. Ads often use very explicit verbs, action words, directing people to take 4 kinds of specific actions:
To buy the product: To take a "1st step": To use the product: To seek the benefits: Buy, Get, Select, Order. Call 1-80011, Visit, Write, See, Apply, Click. Taste, Eat, Drink, Smoke, Fly, Enjoy, Experience. Protect, Relieve, Avoid, Prevent, Get rid of, Get.
If a fast speed is desirable:

accelerate brisk expedite fast faster fastest fast acting immediate instant jiffy prompt quick rapid ready rush speed speedy sudden swift without delay
If a slow speed is desirable then you can use the following expressions:
calm deliberate gradual leisure leisurely long lasting long-term moderate relax relaxed rest restful slow timeless time-released
Words commonly used in Beauty claims
adorable adore attract attractive beauty nice pretty
breathtaking beautiful charming comely cute prettiness splendour
delightful dazzling divine dramatic dreamy striking stunning
fabulous elegant fair glamour glamorous sweet tasteful
gorgeous good-looking graceful heavenly lovely superb wonderful
11 Telfono 900 en los EE.UU.
Words commonly used in Novelty claims
advanced amazing new announcing breakthrough contemporary cutting edge discovery
exciting new fad fashion fashionable first showing fresh future
introducing introductory offer just released latest modern modernistic new
new improved novel novelty original premier recent revolutionary new
state of the art style stylish technology timely today's up to date trailblazing
Words commonly used in Simplicity claims
all expenses paid all included automatic amazingly simple beginner's billed later built in carefree
child's play complete with convenient delivered ease easy e-z effortless
energy saving fingertip control fool-proof hassle free instant labor saving maintenance free no fussing
one step problem free ready to use ready to wear safe and simple simple simplicity simplified
self regulating self storing step by step smooth straightforward time saving trouble free within minutes
Safety words are often backed up with images associated with protective authority figures (police, fire fighters, doctors, nurses, parents), or established institutions (FDA, ADA, Good Housekeeping Seal of Approval, Underwriter's Laboratory, FDIC Insured).
Words commonly used in Safety claims
assure burglar proof care careful caring certain child proof
fail safe fire proof fire resistant fire retardant guard guarantee harmless
immune non-flammable prevent prevention protect protected pure
rest assured risk free safe safety safeguard shatter proof shielded
sure tested unadulterated uncontaminated unpolluted withstands worry free
Task 12: Finding acronyms (a) Use the acronym finder mentioned in Unit 1 to identify these acronyms: FDA ADA FDIC __________________________________________________ _________________________________________________ _________________________________________________
(b) Now, provide at least one category of products which is presented as safe by each of the institutions identified with the acronyms above: _________________________ __________________________ _________________________
Task 13: Commercial strategies http://www.youtube.com/watch?v=ri8E8cNf2Bw (Presentation of the book The Back of the Napkin by Dan Roam) 1) What is the main argument of this book? ______________________ ________________________________________________________ 2) What are the three ingredients that you need to clarify and sell an idea? ___________________________________________________ ________________________________________________________ 3) What is the relationship between artistic training and solving problems with pictures? ____________________________________ ________________________________________________________ 4) What does Mr. Roam use along his presentation to convince us about the usefulness of his book? Do you think this strategy is relevant for this product? Why? _______________________________________ ________________________________________________________ 5) What is the purpose of this book? ____________________________ ________________________________________________________
Task 14: If the mountain doesnt come to you well, go and get it! Sometimes the customers do not come to the company so the company identifies needs for the customers. http://www.youtube.com/watch?v=nj0LZZzrcrs (This clip provides information on a possible health fraud, listen to it, answer the comprehension questions below, and taking this information into account watch the next three clips.). http://www.youtube.com/watch?v=6WHrubjQ7PA (Genre structure for Product promotion letter, how does it apply to this clip? imperatives, types of verbs, etc.). http://www.youtube.com/watch?v=OIQednlUAPQ advertising the same as the previous one). (Another company
http://www.youtube.com/watch?v=RIsI7OAgiEw (A third company advertising the same again). (1) What is the nature of the fraud that generates the three following advertisements? __________________________________________ ________________________________________________________ (2) The first ad uses an off-voice to explain the problem followed by the attorney speaking about his experience and using the following statements: Know your legal rights I have helped thousands of people recover money I can help you too, but there is a time limit Is he using a direct or an indirect approach? What appeals does he use to persuade? _________________________________________ ________________________________________________________
(3) The second ad uses all the time an off-voice and uses the following statements: You may be entitled to a substantial monetary compensation For a free consultation call Is he using a direct or an indirect approach? What appeals does he use to persuade? __________________________________________ ________________________________________________________ (4) The third ad uses a lady attorney all the time and the following statements: If your loved one has suffered from You may want to talk to an attorney about your legal rights. Is he using a direct or an indirect approach? What appeals does he use to persuade? _________________________________________ ________________________________________________________ (5) Which one is more reliable to you? Why? Is the intonation strange to you? ____________________________________________________ ________________________________________________________ ________________________________________________________ (6) What repetition strategy is used in these ads to reinforce the message? ________________________________________________ ________________________________________________________ ________________________________________________________
Task 15: QUESTIONS ON THE VIDEO WhatsItt1955 Where to find the video: http://www.archive.org/details/WhatsItt1955
(What's It to you Part I). The same details about downloading and streaming video for section 2 apply to these two videos. Duration of this film: 15 minutes and 07 seconds. Answer the following questions. 1. What is this video describing? _______________________________ ________________________________________________________ 2. Which of the following claims are addressed directly or indirectly on this video? Novelty Simplicity 3. Beauty Scarcity Quantity Reliability Utility Availability
In which four areas does Mylar present advantages other other plastics? _________________________________________________ ________________________________________________________
4.
Complete the gaps in the following fragments (from minute 7 onwards): (a) ... the significant about Mylar is that it has an ___________ combination of properties... (b) ... it has not just one but it possesses a ____________ balance of them all ... (c) ... does Mylar have a special ______________ or
_____________ that in time might it lose its value? (d) the _____________ of molecules is changed from a
______________ _____________
pattern such as arrangement in
this to a which the
more long,
______________ chains are _____________ fitted together giving the film ________________ properties. (e) ... here are its two basic, ____________ materials: Ethylene Glycol and Terephthalic Acid. (f) ... will not become ______________ with age
(g) ... consistent quality.
production
controls exceptional and
________________________________
(h) ... Mylar's ______________ enables it to be manufactured from ______________ gages down to one ______________ of an inch or one fourth as thin as _______________ of cigarettes. (i) ... it __________________ the cellophane on a
beautifully;
it
can
be
________________ ; it can be __________________ or , paper, bonded to wood, metal, ______________ _____________ , plastics and a variety of other materials; it can be ________________ , it can be ________________ , stamped, cut or _________________ wound; or it can be formed ___________________ heat and pressure into a variety of designs... (j) ... suggests possibilities __________________ only by our imagination; gives us walls that keep __________________ protected by this new ________________ film; in fabrics glamorous Mylar metallic __________________ are stronger, ____________________ , withstand washing, __________________ and pressing. ... Shoes and __________________ with metallic laminations __________________ up new ideas in fashion design. New ____________________ furniture in quality designs may be made possible by printing wood ____________________ or other textures on the film and laminating it to ordinary wood. The next step might be Vinyl ______________ protected by Mylar for greater ________________ and ____________ beauty. ... Recording tape should have ______________ stability despite variations in humidity and __________________. Today Mylar is being __________________ used because it is the only ________________ base film that ________________ this ideal and because Mylar is much ______________ and stronger you can get 50% more tape on a standard ________________.
(k) ...
here
is
________________
of
tape
that
runs
_______________ a container of dry ice. From dry ice to ________________ that's about the ______________ of temperature handled by Mylar. (l) ... its properties make it possible to ______________ the size and increase the efficiency of capacitors, ______________ , transformers, and motors. (m) ... Mylar gives more ________________ , more resistance to heat, and longer life. Spiral ______________ Mylar on low voltage ________________ offers excellent primary insulation. In wires and ______________ , it provides a ________________ weight, compact and _________________ moisture barrier under all _______________ conditions. (n) ... let's suppose a motor has been contaminated by ___________ and water; the Mylar ________________ has very little moisture absorption and will not absorb contaminants so we can simply ________________ it off. Mylar insulated systems can be ______________ out easily leaving the ______________ nearly as good as new. (o) ... in fact, at a 100 F and in a 100% __________________ , Mylar will __________________ less than one half of 1% moisture. A negligible amount.
7.
UNIT VOCABULARY AND CONCEPTS
Make sure that you understand the relationships illustrated by the above diagram.
You should be able to establish a relationship between the central diagram and the top and bottom ones.
The diagram above presents how the attribution of guilt or credit can be achieved with language implicitly.
In relation to vocabulary, learn the vocabulary from tasks 4, 5, 6 and 7. The vocabulary of appeals in section 6 does not need to be learned in the same way, you will be expected to classify it (given a list of scrambled words, you should be able to fill a table placing those words under their corresponding category. The grammar from sections 3 and 6 is important. You should be able to apply the theory to analyse a fragment of audio.
8.
KEY TO UNIT TASKS

Task 1: This task is fulfilled when you connect to the web site, read and listen to the examples. Task 2: (1)-b; (2)-a; (3)-a; (4)-a Task 3: (1) held has reduced raised has maintained / maintained reduced. (2) The strike has stopped all work at the factory; European economies weakened severely during World War One; Age improves some wines; The likelihood of a nuclear war would simple increase with nuclear disarmament; Our project strategy might slow down because of the strike planed for next week. Task 4: 1. (a) once you read you will see that it is addressed to US and world citizens. (b) 1-b; 2-i; 3-g; 4-f; 5-j; 6-k; 7-l; 8-d; 9-b; 10-e; 11-c; 12-a. 2. (a) To those old allies To those new states To those people in the huts; Let both sides explore Let both sides seek Let both sides unite; as a call to bear arms as a call to battle as a call to bear the burden. (b) To those To our To that (c) The Middle East, South America, China, Soviet Union, Europe. (d) A new generation is now in power have become more mature because of the experience of war those who have challenged the US have ended up defeated our allies.
(e) for example: become the prey of hostile powers instruments of war master of its own house push back the jungle of suspicion. (f) the atom invoke the wonders of science instead of its terrors Task 5: (1) (a) (a-1) I Because he is mainly talking about his reasons to resign. He has to assume somehow a responsibility. (a-2) He is referring to the US citizens. (a-3) He is referring to each individual listening (personal address) (a-4) duty family (2) friends judgements cause legacy. (a-5) Gerald Ford, his substitute. (b) 1-h; 2-k; 3-a; 4-j; 5-c; 6-i; 7-f; 8-d; 9-b; 10-e; 11-g. (c) You will have to compare your pre-listening answers with what you hear (2) (a-1) he doesnt give up easily. (a-2) Because he would have to spend too much time answering to accusations instead of ruling the country full-time. (a-3) The country will cease to be divided. (a-4) The Arabs in the Middle East. (a-5) the cause of Peace.
Task 6: (1) 1-c; 2-e; 3-f; 4-j; 5-h; 6-i; 7-a; 8-g; 9-b; 10-d. (2) Self-correctable once you find the examples. (3) Alistair Burns. (4) Head of major consulting engineers. (5) A good product that will last and, I think a good quality product
will sell always in Dubai.

(6) in terms of end-user opinion ; in terms of value increase ; in terms of the single family unit . (7) European. (8) around 30% or 40%. (9) Not probably since it is a promotional interview. (10) to promote investment on real estate in Dubai. Task 7: (1) You can have a video chat with the built-in equipment of a Mac Apple and an Internet connection. (2) It uses the camera on the computer to take pictures and transforms those pictures with a set of special effects. (3) great awesome cool better amazing. (4) Interruptions, hesitations, false starts, laughter. (5) It is for the specialised press and he has to persuade them to give a good review of his product.
Task 8: (1) 25 years ago. (2) Gratified (it is gratifying for me). (3) Ethical reasons and sharing success with their suppliers. (4) Coffee, vanilla and chocolate. Task 9: (1) The third and fourth quarters. (2) No. (3) we have to work harder we have not won any game for some time we are not adding any points. Task 10: (1) We want imaginative people. (2) who welcome who have who are Task 11: (1) Young black Americans who need legal aid due to traffic accidents. (2) Company only for rappers. (3) Use of rap music, use of cartoons, use of a situation they can easily relate to (reliability appeal he knows what he is talking about). Task 12: FDA Food and Drugs Administration medicine, a food supplement, etc. ADA American Dental Association a chewing gum FDIC Federal Deposit Insurance Corporation product, a bank An investment A toothpaste, a dental floss, A new fertiliser, a new
Task 13: (1) A simple drawing on a piece of paper can be more powerful than a Power Point presentation. (2) A pen, a piece of paper, and some imagination. (3) None. (4) He uses drawings as examples of his arguments. Yes, because the purpose of this specific book is to show how to clarify and sell through simple pictures. (5) To teach the readers how share their ideas visually by managing to make others grasp what is in your mind through the use of pictures. Task 14: (1) Basically the drug Zyprexa can cause obesity and diabetes. The pharmacy commercial representatives were told to concentrate on its novelties and forget the side-effects. (2) A direct one Reliability (his experience), Money and Urgency. (3) An indirect one (modal verb may) Money (obtain it and free consultation). (4) An indirect one (verb may, conditional if) Emotions (your loved one). (5) Subjective answer. (6) By reinforcing what is being said with the text on screen. Task 15: 1. What is this video describing? The properties of transparent polyester film called MYLAR and its many uses, properties, advantages, costs and applications. 2. Which of the following claims are addressed directly or indirectly on this video? Novelty Reliability - Utility
3. In which four areas does Mylar present advantages other other plastics? Physical Thermal Chemical - Electrical 4. Complete the gaps in the following fragments: (a) ... the significant about Mylar is that it has an _unexcelled_ combination of properties... (b) ... it has not just one but it possesses a _unique_ balance of them all ... (c) ... does Mylar have a special _coding_ or _ingredient_ that in time might it lose its value? (d) the _arrangement__ of molecules is changed from a _ helterskelter _ pattern such as this to a more _orderly_ arrangement in which the long, _strong_ chains are _firmly_ fitted together giving the film _unusual properties. (e) ... here are its two basic, _raw_ materials: Ethylene Glycol and Terephthalic Acid. (f) ... will not become _brittle_ with age (g) ... production controls _ throughout the entire manufacturing process ensure _ exceptional and consistent quality. (h) ... Mylar's _strength_ enables it to be manufactured from _semi-rigid_ gages down to one _ four thousandth of an inch or one fourth as thin as the cellophane on a _pack_ of cigarettes. (i) ... it _ prints_ beautifully; it can be metallized _; it can be _laminated or bonded to wood, metal, _cloth , paper, _leather , plastics and a variety of other materials; it can be _coated , it can be fabricated , stamped, cut or _spiral wound; or it can be formed _under_ heat and pressure into a variety of designs...
(j) ... suggests possibilities _limited_ only by our imagination; gives us walls that keep _their original colors_ protected by this new _washable_ film; in fabrics glamorous Mylar metallic _yarns_ are stronger, non-tarnishable , withstand washing, drycleaning and pressing. ... Shoes and _accessories_ with metallic laminations _open_ up new ideas in fashion design. New _low-cost_ furniture in quality designs may be made possible by printing wood _grains or other textures on the film and laminating it to ordinary wood. The next step might be Vinyl _coverings_ protected by Mylar for greater _toughness_ and long-lasting_ beauty. ... Recording tape should have _dimensional_ stability despite variations in humidity and temperature. Today Mylar is being _widely_ used because it is the only _known base film that _meets this ideal and because Mylar is much _thinner_ and stronger you can get 50% more tape on a standard _reel... (k) ... here is a _loop__ of tape that runs _through_ a container of dry ice. From dry ice to steam that's about the _range__ of temperature handled by Mylar. (l) ... its properties make it possible to _decrease_ the size and increase the efficiency of capacitors, _coils_ , transformers, and motors. (m) ... Mylar gives more _insulation , more resistance to heat, and longer life. Spiral _wound_ Mylar on low voltage _wires_ offers excellent primary insulation. In wires and cables , it provides a _light_ weight, compact and _ dependable _ moisture barrier under all _weather conditions. (n) ... let's suppose a motor has been contaminated by _silt__ and water; the Mylar _insulation has very little moisture absorption and will not absorb contaminants so we can simply _hose it off. Mylar insulated systems can be _washed_ out easily leaving the windings __ nearly as good as new. (o) ... in fact, at a 100 F and in a 100% _ relative humidity , Mylar will pick up less than one half of 1% moisture. A negligible amount.

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LISTENING COMPREHENSION OF

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

Unit 3. LISTENING COMPREHENSION OF INSTITUTIONAL COMMUNICATION

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

LISTENING COMPREHENSION OF INSTITUTIONAL COMMUNICATION 1. LEARNING GOALS FOR UNIT 3

communication and; Understand better spoken institutional communications.

At the conclusion of this unit you should be able to:

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

I say to the House as I said to ministers who have joined this

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

3.1. Rhetorical devices

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

3.2. How to use the passive voice

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

3.3. Use of ergative verbs

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

(a) Verbs describing some kind of change

(b) Verbs describing physical movement

(c) Verbs involving a vehicle

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

3.4. Use of transitive and intransitive verbs

we favour the first option

the first option prevailed

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

of the new V8 engine because of technical problems.

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

Watch the videos here: http://www.americanrhetoric.com/MovieSpeeches/moviespeechjuliuscaesarbrutus.html and http://www.americanrhetoric.com/MovieSpeeches/moviespeechjuliuscaesarantony.html

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

and, I think a good ____________ product will _____________ always in Dubai.

in terms of ____________________________________________. in terms of _____________________________________________. in terms of ____________________________________________.

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

Telephone7 Telephoning Telemarketing Operator / Target Telephone survey After-sales service

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

Emotional appeals are directed towards: feelings, inclinations, and

Could you use an extra $ each month?

Whats the best investment you could make?

What would you say if we offered to help you?

How many times have you said to yourself?

How can you cut the high cost of?

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

authentic best deluxe excellent exceptional extraordinary

finest first class flawless genuine greatest ideal

incomparable magnificent outstanding perfect prize-winning prominent

spectacular splendid super superb superior supreme

top-rate tremendous unbelievable unsurpassed ultimate ultra-

ability able acts adept aids capable competent deft

diligent effective efficient energetic fast-acting hard-wearing hard working heavy-duty

helps industrious lets long-lasting organized performs potent power

powerful prevents produces productive proficient protects qualified really works

relieves saves solution solves strong sturdy tough works

INGLS APLICADO A LOS NEGOCIOS: COMPRENSIN ORAL

Words commonly used in Stability claims

aged ancient antique classic classical conservation conserve continuous

and, I think a good product will _ always in Dubai.

in terms of ______________________. in terms of _. in terms of ______________________.