Matching Items (5)
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- All Subjects: Spanish
- Creators: Gelderen, Elly van
Description
Past research has isolated an extension of the copular verb estar into the domain previously sanctioned for its counterpart, ser. This extension has been found in areas of contact between American English and Spanish speaking Mexican immigrants. A similar situation of contact is in occurrence in Arizona, and this study endeavored to evaluate if this same extension was present, and to what degree. This study also explores the framework of linguistic hegemony in order to relate language attitudes in Arizona to language change in Arizona. The findings revealed minimal extension. This may be due to language maintenance in response to hegemony.
ContributorsBonnell, Jamie (Author) / Gelderen, Elly van (Thesis advisor) / Major, Roy (Committee member) / Ryan, John (Committee member) / Arizona State University (Publisher)
Created2012
Description
Abstract
My thesis aims to uncover the ultimate strategy behind short form visual stories, otherwise known as the digital advertisment. In this thesis, I analyze traditional storytelling, visual storytelling, and short-form visual storytelling in order to uncover the best practices advertisers should use when crafting a digital advertisement.
Storytelling “reveals elements and images of a story while also catalyzing the imagination of the listener” (National Storytelling Network, 2017). This tradition has two purposes for society: a neurological structure, and a social mechanism (for historic preservation, human interaction, and a vehicle for connecting with others) (Gottshcall, 2012; Scott, 2012; Paul, 2012; Woodside, 2008).
Visual Storytelling is “using photography, illustration, video, (usually with a musical enhancement) to guide” the human brain along a plotline, and has an unlimited timeframe (Ron, 2017). There are seven key elements to effective visual storytelling: A listener/audience, an element of realism coupled with escapism, a focus on the dread of life, an element of the unknown, emotion, simplicity, and a three-part plot structure (Andrews, 2010; ProQuest, 2012; Zak, 2014; Stanton, 2014; Reagan, 2016; Jarvis, 2014; Petrick, 2014)
In the words of Sholmi Ron, from a marketing perspective, “Visual [short hand] Storytelling is a marketing strategy that communicates powerful ideas through a compelling story arc, with your customer at the heart of the story, and delivered through interactive and immersive visual media – in order to create profitable customer engagements" (Ron, 2017). This advertising strategy has four best practices: non-obvious logo placement, a comedic emotion, multiple emotional arcs, and a relevant message (Golan, 2017; Teixeira, 2015; Graves, 2017, Teixeira, 2017). These are important to understand because, in 2017, online consumers can be described as skeptical, conscious of content, individualistic, and drawn to authenticity (Teixeira, 2014).
To supplement my findings, I conducted primary research by analyzing the 2017 Super Bowl videos against a criteria created using the best practices previously identified (in Part 1 and Part 2). Through the data collection of the 66 videos, I uncovered the most popular plotline is "fall than rise," the most popular emotions are humor, inspiration, and empathy and people tend to have a preference towards videos that are more realistic and simplistic in nature.
In the end, I recommend that advertisers identify an authentic yet relevant message, while employing a comedic, inspirational, or empathic tone, and that they place their ads exclusively for their target market. Additionally, producers should use a fall then rise plotline (with multiple mini plot peaks and valleys), a "logo-pulsing" strategy, and a minimal amount of characters and settings to keep the audience's focus on the ad’s message.
My thesis aims to uncover the ultimate strategy behind short form visual stories, otherwise known as the digital advertisment. In this thesis, I analyze traditional storytelling, visual storytelling, and short-form visual storytelling in order to uncover the best practices advertisers should use when crafting a digital advertisement.
Storytelling “reveals elements and images of a story while also catalyzing the imagination of the listener” (National Storytelling Network, 2017). This tradition has two purposes for society: a neurological structure, and a social mechanism (for historic preservation, human interaction, and a vehicle for connecting with others) (Gottshcall, 2012; Scott, 2012; Paul, 2012; Woodside, 2008).
Visual Storytelling is “using photography, illustration, video, (usually with a musical enhancement) to guide” the human brain along a plotline, and has an unlimited timeframe (Ron, 2017). There are seven key elements to effective visual storytelling: A listener/audience, an element of realism coupled with escapism, a focus on the dread of life, an element of the unknown, emotion, simplicity, and a three-part plot structure (Andrews, 2010; ProQuest, 2012; Zak, 2014; Stanton, 2014; Reagan, 2016; Jarvis, 2014; Petrick, 2014)
In the words of Sholmi Ron, from a marketing perspective, “Visual [short hand] Storytelling is a marketing strategy that communicates powerful ideas through a compelling story arc, with your customer at the heart of the story, and delivered through interactive and immersive visual media – in order to create profitable customer engagements" (Ron, 2017). This advertising strategy has four best practices: non-obvious logo placement, a comedic emotion, multiple emotional arcs, and a relevant message (Golan, 2017; Teixeira, 2015; Graves, 2017, Teixeira, 2017). These are important to understand because, in 2017, online consumers can be described as skeptical, conscious of content, individualistic, and drawn to authenticity (Teixeira, 2014).
To supplement my findings, I conducted primary research by analyzing the 2017 Super Bowl videos against a criteria created using the best practices previously identified (in Part 1 and Part 2). Through the data collection of the 66 videos, I uncovered the most popular plotline is "fall than rise," the most popular emotions are humor, inspiration, and empathy and people tend to have a preference towards videos that are more realistic and simplistic in nature.
In the end, I recommend that advertisers identify an authentic yet relevant message, while employing a comedic, inspirational, or empathic tone, and that they place their ads exclusively for their target market. Additionally, producers should use a fall then rise plotline (with multiple mini plot peaks and valleys), a "logo-pulsing" strategy, and a minimal amount of characters and settings to keep the audience's focus on the ad’s message.
ContributorsBosmeny, Mackenzie Lauren (Author) / Ostrom, Amy (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Adult second-language learners of Spanish struggle with the acquisition of preterite and imperfect selection due to the overtly morphological representation of grammatical aspect. Prior studies have documented the effect of a default encoding without influence of the lexical aspect in the emergence of aspectual morphology, and have proposed the Default Past Tense Hypothesis (DPTH).
This study investigates the emergence of aspectual morphology by testing the DPTH and the effect of adverbials at interpreting grammatical aspect in this process of acquisition. Twenty-eight English-speaking learners of Spanish (beginning, intermediate and advanced) and twenty native-Spanish speakers are tested with two written comprehension tasks that assess the interpretation of habitual/imperfect and episodic/preterite readings of eventive verbs. The truth-value judgment task incorporates forty short stories with two summary sentences, from which participants must choose one as true. The grammaticality judgment task presents sixty-four sentences with temporal adverbials of position and duration, thirty-two are grammatical and thirty-two are ungrammatical. Participants must accept or reject them using a 5-point likert scale.
The findings indicate that the DPTH is partially supported by the statistical data showing a default marker, imperfect for beginning learners, and preterite for intermediate learners. This provides support to the argument of unsteady aspectual checking of [-bounded] in the spec of AspP and not necessarily by only checking [+past] in the TP for intermediate learners. The influence of the lexical aspect value of the verb is partially evident with advanced learners. Temporal adverbials play an important role at interpreting grammatical aspect with intermediate and advanced learners. Results show that beginning learners are not influenced by the presence of adverbials due to their inexperience with the Spanish aspectual morphology.
The findings also allow the confirmation of prior results about factors that influence the interpretation of preterite and imperfect. First, the instruction of aspectual morphology co-indexed with specific temporal adverbials, and second, that learners rely on lexical cues at the sentential level, while native speakers rely on discursive ones.
This study investigates the emergence of aspectual morphology by testing the DPTH and the effect of adverbials at interpreting grammatical aspect in this process of acquisition. Twenty-eight English-speaking learners of Spanish (beginning, intermediate and advanced) and twenty native-Spanish speakers are tested with two written comprehension tasks that assess the interpretation of habitual/imperfect and episodic/preterite readings of eventive verbs. The truth-value judgment task incorporates forty short stories with two summary sentences, from which participants must choose one as true. The grammaticality judgment task presents sixty-four sentences with temporal adverbials of position and duration, thirty-two are grammatical and thirty-two are ungrammatical. Participants must accept or reject them using a 5-point likert scale.
The findings indicate that the DPTH is partially supported by the statistical data showing a default marker, imperfect for beginning learners, and preterite for intermediate learners. This provides support to the argument of unsteady aspectual checking of [-bounded] in the spec of AspP and not necessarily by only checking [+past] in the TP for intermediate learners. The influence of the lexical aspect value of the verb is partially evident with advanced learners. Temporal adverbials play an important role at interpreting grammatical aspect with intermediate and advanced learners. Results show that beginning learners are not influenced by the presence of adverbials due to their inexperience with the Spanish aspectual morphology.
The findings also allow the confirmation of prior results about factors that influence the interpretation of preterite and imperfect. First, the instruction of aspectual morphology co-indexed with specific temporal adverbials, and second, that learners rely on lexical cues at the sentential level, while native speakers rely on discursive ones.
ContributorsFistrovic, Tatiana Katy (Author) / Gelderen, Elly van (Thesis advisor) / Renaud, Claire (Committee member) / Muñoz-Liceras, Juana (Committee member) / Arizona State University (Publisher)
Created2016
Description
This dissertation investigates a subtle yet complex contemporary issue of colorism in India that traces its ideological roots back in the British colonial period or even prior to that. It focuses on the issue of skin-color discrimination in urban Indian men, which is significantly under-researched. This project aims at investigating the issue of skin-color discrimination through analyzing a small corpus of thirteen YouTube commercials dating from 2005 to 2017 for men’s skin-lightening products of a popular skin-care brand called “Fair and Handsome” from a multimodal critical discourse analytic perspective. This study further aims to understand how the discourse of colorism is operating in these Indian commercials for men’s skin-lightening products, what kinds of semiotic and socio-cultural (discourse) elements are naturalizing the notion of “fairness,” and finally, how the construction of male gender is facilitated. Although the project’s main theoretical arc is critical discourse analysis (CDA), the methodological needs necessarily require drawing upon theoretical tools from advertisement analysis, multimodal analysis, gender studies, social psychology, history, cultural anthropology, race theory, and other related fields of study. After successfully facilitating an exhaustive analytical undertaking, this dissertation contributes to the understanding of colorism as more than intra-group racism in India and situates this perpetuating issue as a contemporary research target in the socio-cultural contexts of globalization and urbanization.
ContributorsMukherjee, Sayantan (Author) / Adams, Karen L. (Thesis advisor) / Gelderen, Elly van (Committee member) / James, Mark A. (Committee member) / Arizona State University (Publisher)
Created2019
Description
Over the centuries, definite articles in Romance languages have expanded their use to include generic, collective, and abstract nouns, essentially becoming noun markers. This usage is not confined to just a few languages, either, but is found in most, if not all, Romance languages, major and minor. This thesis examines the question of how this came to be, whether through diffusion from one language to all others, or through independent parallel development. I first trace the history of definite articles in three major Romance languages, French, Spanish, and Italian, starting with the emergence of the definite article in Late Latin as it derived from Classic Latin demonstratives. It includes an analysis of the use of definite articles in six works of literature, one in each language from the late thirteenth century, and one in each language from around the year 1500. The results show definite articles were used more frequently than expected in the earlier Spanish work, perhaps hinting at diffusion from Spain. Nevertheless, placing these results in historical context, I argue that this use arose through independent parallel development through the process that gave birth to definite articles in the first place - grammaticalization.
ContributorsPerry, Mabry (Author) / Gelderen, Elly van (Thesis advisor) / Pruitt, Kathryn (Committee member) / Adams, Karen (Committee member) / Arizona State University (Publisher)
Created2019