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Description
This study investigates the uses of English in advertising in Brazil and the attitudes of Brazilians towards the use of different difficulty levels of English in advertising. Using a two part, mixed-methods approach, drawing from quantitative and qualitative methods, I utilized a corpus study to examine English uses in Brazilian magazines and a survey to investigate the difficulty of English slogans as a determinant for people's attitudes towards English in advertising. For the first part, three major Brazilian news magazines, Veja, Época, and ISTOÉ were used. From three issues of each magazine, results showed that 57% of the advertisements in all nine magazines contained English in different parts of the advertisements, with most occurrences in the product name, followed by the body copy, headline, subheadline, and slogan. English was used to advertise a number of different product types, but was especially used for advertising cars, electronics, events, and banks. It was also found that the majority of English was used for its symbolic representations of modernity, prestige, globalization, and reliability. Using a survey for the second part of the study, I investigated how Brazilian participants judged four advertisements that featured English slogans that were comparable to slogans judged to be easy or difficult to understand in a similar study conducted by Hornikx, van Meurs, and de Boer (2010). Participants were offered attitudinal choices to mark off on a 4-point Likert scale, where they indicated their attitudes towards the English slogans provided. They were also asked to determine if they understood the slogans and to translate them to indicate their actual understanding of the slogans. Participants showed more positive attitudes towards the uses of English than negative attitudes. The survey provided evidence that with the very low numbers of correctly translated slogans, many participants believed they understood the slogans, which could prove to be more of an indicator of positive attitudes than their actual understanding of the slogans. This project provides an example from one Expanding Circle context touched by the far-reaching influences of World Englishes.
ContributorsMontes, Amanda Lira Gordenstein (Author) / Friedrich, Patricia M (Thesis advisor) / Matsuda, Aya (Committee member) / Lafford, Barbara (Committee member) / Anokye, Akua Duku (Committee member) / Arizona State University (Publisher)
Created2014
Description
Advertisements intend to persuade the reader to invest money or time in a product or service. Newspapers contain advertisements that are space-limited, thus necessitating a concise and convincing message that will influence readers. Nord (2008) analyzed conative function (Jakobson 1960) as a persuasive tool in a corpus of Spanish, English, and German advertising texts. A portion of Nord's study focused on sender attitude indicators directed at addressees as a key element of conative function, and analyzed address forms among several attitude indicators found in print advertisements. The current study analyzed 604 Spanish newspaper advertisements in Arizona and Florida, focusing on possible independent factors related to the probability of the occurrence of various address forms. These factors included: the type of product being advertized and its cost, the nature of the advertisement, the location of the advertisement in the newspaper (main section, sports, etc.), intended audience (including age and sex), geographic region of the newspaper, and each newspaper as compared to others. These variables were categorized and statistically analyzed using a quantitative design. The study provided results indicating a strong statistical relationship between the presence of address forms and product type, a moderate relationship with audience age, and a mild relationship with product cost. Various similarities and differences were also found when comparing the data geographically.
ContributorsBorba, Andrew (Author) / Cerron-Palomino, Alvaro (Thesis advisor) / Lafford, Barbara (Committee member) / Shepherd, Michael (Committee member) / Arizona State University (Publisher)
Created2012
Description
In the last decade, the educational field, in general, has experienced increasing interest in applying augmented reality (AR) for educational purposes. Studies have shown that when AR is effectively applied in education, it can increase students’ learning interest and concentration (Zhang et al., 2014), reduce cognitive overload (Bower et al., 2014, p.1), and provide a more authentic learning experience (Klopfer, 2008). This study uses both cognitive and sociocultural theoretical perspectives to better understand the role of AR in peer interaction by investigating language-related episodes (LREs) during collaborative dialogue. The current study investigates whether mobile-based AR influence the number, nature, outcome, and correction orientation of LREs during two oral and writing-focused activities of ten advanced L2 Spanish dyads using AR and non-AR mobile applications. The results show significant differences in the incidence of LREs in both settings (AR vs non-AR) and modality focus (oral vs writing-focused). Although significant differences were found between mechanical LREs vs. lexical and grammatical LREs, no significant differences were found between lexical and grammatical LREs in both modalities and settings. Likewise, the correction orientation was similar in both modalities, whereas the LRE outcomes were significantly different in both settings. Immediate posttests were administered to determine whether participants retained the results of the LREs based on the LRE outcome types. The posttests showed a strong correlation between the recognition and production scores of the grammatical structures. However, no significant differences were found in the recognition or production of grammatical structures nor the production of lexical items between the two settings.
ContributorsDomaz, Silvana (Author) / Lafford, Barbara (Thesis advisor) / Smith, Bryan (Thesis advisor) / Tecedor, Marta (Committee member) / Arizona State University (Publisher)
Created2020
Description
With the fast pace of globalization and the rise of encounters in digital spaces, CALL scholars have become increasingly interested in how digital tools mediate intercultural encounters. However, despite their evident success in connecting students from around the world, current online intercultural exchanges continue to present problems such a promotion of positive experiences over deep intercultural learning and lack of real-life value (O’ Dowd, 2018). In addition, digitally-mediated intercultural learning research is based on the same theoretical approaches to learning that guide CALL research (Firth & Wagner, 1997; Lafford, 2017). Although such frameworks are successful in allowing researchers to conceive of digital tools as mediators for human interaction, they have yet to embrace the potential of digital artifacts themselves as intercultural interlocutors. Aiming to address this gap in the research, this investigation used Atkinson’s (2010, 2014) sociocognitive approach to language learning to understand the role that digital tools have in intercultural learning. Also integrating Dervin’s (2011) liquid approach to interculturality—which focuses on understanding intercultural learning as a co-constructed process—the research questions that guided this investigation asked: (a) does film annotation mediate intercultural learning? and, (b) in what ways does film annotation mediate intercultural learning? In answering these questions, the study looked at the intercultural learning process of five advanced learners of Spanish, as they interacted with annotated film clips, and engaged in peer discussion around the themes of colonialism and coloniality presented in the film clips. Data were collected through pre and post-tests, video recordings of peer discussions, and screen recordings of participants’ interaction with the annotated film clips. Findings showed that film annotation allowed participants to notice, retrieve and take notes on important cultural information, which they later incorporated in discussion with peers. Based on this evidence, and aligned with the aforementioned theoretical frameworks, this investigation poses that intercultural learning is a fluid, iterative process. The study also suggests that digital artifacts—as well as human interlocutors—play an important role in enabling learning processes, therefore, the role of such artifacts should be studied more in depth.
ContributorsOcando Finol, Maria Virginia (Author) / Lafford, Barbara (Thesis advisor) / Cuya Gavilano, Lorena (Thesis advisor) / Smith, David B. (Committee member) / Cerron-Palomino, Alvaro (Committee member) / Arizona State University (Publisher)
Created2019