1. Resources for members during tough times
data: 18.11.08
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During a downward cycle in the economy your STC membership becomes even more valuable. You have instant access to thousands of colleagues worldwide. Use the time now to expand your network so you can meet the added challenges thrust on you by a market downturn.
2. Book Review
data: 24.10.08
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Apartheid South Africa instituted laws that divided not only the communities but also the languages they spoke. Phenomena such as codeswitching (CS) were an anathema for the apartheid state. Now that apartheid is dead, it is perhaps opportune to explore to what extent the political change from apartheid to democracy has permeated South Africa's other institutions, including language. This article investigates the use of CS in print advertising in the post-apartheid South Africa, with a focus on Zulu English CS. In particular, the article seeks to address the following questions: Why do the marketers in South Africa use CS in advertising? What are the syntactic patterns of their CS behaviour? Are these patterns random or rule-governed? Does their use of CS in the advertisements follow a certain order or hierarchy, such that if English occurs in one part of the advertisement it then spreads to the other parts as well, as suggested in Bhatia's (2001) Structural Domain Dependency (SDD) model?
3. From Linguistic Apartheid to Linguistic Co-habitation: Codeswitching in Print Advertising in Post-apartheid South Africa
data: 24.10.08
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Apartheid South Africa instituted laws that divided not only the communities but also the languages they spoke. Phenomena such as codeswitching (CS) were an anathema for the apartheid state. Now that apartheid is dead, it is perhaps opportune to explore to what extent the political change from apartheid to democracy has permeated South Africa's other institutions, including language. This article investigates the use of CS in print advertising in the post-apartheid South Africa, with a focus on Zulu English CS. In particular, the article seeks to address the following questions: Why do the marketers in South Africa use CS in advertising? What are the syntactic patterns of their CS behaviour? Are these patterns random or rule-governed? Does their use of CS in the advertisements follow a certain order or hierarchy, such that if English occurs in one part of the advertisement it then spreads to the other parts as well, as suggested in Bhatia's (2001) Structural Domain Dependency (SDD) model?
4. English and American Culture Appeal in Russian Advertising
data: 24.10.08
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The article proposes that Russian advertising discourse offers prospective for examining the changes in Russian language and culture in the context of globalization. It focuses on the use of English in Russian advertising with an analysis of code-mixed samples drawn from recent print, Internet and TV advertisements. Strong evidence emerges that the main source of creativity in Russian advertisements is the mixing of English and Russian. English–Russian language mix is presented in abundance on the levels of words, sentences and phrases in the structural components of Russian advertisements. The proportion of English in advertisements is in alignment with gender and modernity. Nativization and assimilation of English also manifests itself in using Cyrillic script for language transfer. The English usage in the advertisements can be explained by utilitarian reasons, as the brand names and logo in English are promoted all over the world, and by social reasons, as English is a sign of high-quality products, novelty, prestige and even fun. By revealing age-specific English used in advertisements, the attempts are made to redefine a new ethnic identity. The phenomenon is interpreted according to possible ongoing changes of Russian ethnolinguistic identity.
5. Language-Mixing in French Print Advertising
data: 24.10.08
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This article examines the use of English in French magazine advertisements from a linguistic and legal perspective. Following an overview of language policy planning in France, French–English mixing in recent advertising copy is described in terms of both bilingual creativity and strategies used to circumvent the 1994 Toubon Law restricting the use of English in the media. This study provides evidence that, despite this legislation, the French advertising industry is continuing to exploit English as both a lingua franca in international campaigns and a pair-language for mixing that has been specifically tailored to French audiences. This ‘Frenglish’ mix involves various linguistic strategies, including bilingual hybridization, orthographic modifications, functional conversion and ‘visual glossing’, among others. The impact of globalization on French advertising discourse is also explored with specific reference to information technology and business terminology. The data presented suggests that Paris agencies are supplying French translations for slogans in compliance with the law while continuing, at the same time, to insert non-translated English in various stages of assimilation in their advertising copy. Despite the government's effort to curb the spread and influence of English in the media, the French advertising landscape continues to reflect consumers’ ever-evolving linguistic behaviour and global trends.
6. The Use of English in Advertising in Mexican Print Media
data: 24.10.08
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This article is an analysis of the use of English in advertising in Mexican newspapers (both classified as well as non-classified advertising in Monterrey's El Norte) and in seven magazines published in the Mexico City. A distinction is made early in the article between the use in advertisements of English borrowings that are an established part of the lexicon of Mexican Spanish as opposed to the use of English as language display (Eastman and Stein 1993). The electronic database of Monterrey's El Norte newspaper is utilized to verify the borrowing frequencies. English as language display in advertisements is analyzed according to the framework of English found in a signature line (product name), attention-getter, slogan, body copy, standing details or illustration (Bhatia 1992, Pillar 2003). As many other studies have shown, this study too shows that advertisers in Mexico use English, which now serves as a worldwide lingua franca, as language display in most structural parts of the advertisements.
7. The Bilingual Mind and Linguistic Creativity
data: 24.10.08
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The aim of this article is to focus on the two salient aspects of the capacity of the bilingual mind/brain, namely, its ability to maintain both language separation on one hand and language integration on the other. These two types of bilingual capacity result in language mixing, termed Code Mixing (CM) and Code Switching (CS) in socio-linguistic research. The article reveals various facets of bilingual creativity through language mixing as it manifests itself in the day-to-day verbal behaviour of a bilingual and in global advertising. The article argues that language mixing is essentially an ‘optimizing’ strategy which renders a wide variety of new meaning which the separate linguistic systems are incapable of rendering by themselves.
8. The Business of Technical Communication: "The Current Economy: What's a Technical Communicator to Do?" (October 2008)
data: 23.10.08
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I'm this close to swearing off TV for good. If I see Ali Velshi and Suze Orman on another talk show together, I think I'm going to be sick. They've been spending more time together than a couple of high school sweethearts. (Get a room, people!) But seriously, there is a lot of uncertainty swirling around these days about the economy. That's why we are being bombarded with the "sky is falling" message wherever we turn.
9. November 2008 Intercom Posted
data: 23.10.08
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The November Intercom, a special issue on standards, is now available on the Website
10. The Penn Science Cafe Presents: Race and the Presidential Election
data: 21.10.08
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Dr. Rogers Smith, professor of political science and chair of the Penn Program on Democracy, Citizenship and Constitutionalism, will discuss whether the nomination of Barack Obama means we are moving to a "post-racial" era in American politics.
11. Penn Announces Continued Commitment to Affordability
data: 21.10.08
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The University of Pennsylvania announced today that it remains firmly committed to making a Penn education affordable for students from all economic backgrounds regardless of the uncertain economic times.
12. President Amy Gutmann issues a statement on Penn and the economy
data: 21.10.08
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I would like to take this opportunity to communicate with you about how we at Penn are being affected and how, together, we will weather this challenging time in our nation's history.
13. STC Refreshes Logo to Coincide with Strategic Plan
data: 17.10.08
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STC Refreshes Logo Design
14. Next 5 STC Conference Sites Very Affordable
data: 12.10.08
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STC's Board of Directors recently approved the selection of future venues for the Technical Communication Summit, the Society's annual conference. Sleeping room rates at each of the venues from 2009 until 2013 will be guaranteed less than $200. "Having affordable room rates was a key element in our selection process," explained Lloyd Tucker, STC's director of education and membership. "As much as possible, we try to disperse our meetings across the country in locations that are convenient, attractive destinations, and affordable for our cost-conscious members." 2009 Atlanta, Georgia 3-6 May Room rate: $174.00 2010 Dallas, Texas 2-5 May Room rate: $169.00 2011 Sacramento, California 15-18 May Room rate: 174.00 2012 Chicago, Illinois 20-23 May Room rate: 199.00 2013 Atlanta, Georgia 5-8 May Room rate: 179.00 The above rates are exclusive of taxes or other typical fees.
15. MAGPI, Penn's Internet2 Connector, Enables Princeton Institutions to Access Global Sites at Lightning Speeds
data: 11.10.08
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Penn's MAGPI Internet2 connector providing high performance connection to fellow Ivy.
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