Matching Items (3)
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- All Subjects: Languages for Specific Purposes
- Creators: Lafford, Barbara
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
This linguistic ethnography follows three journalism students (Petra, Penélope, and María) as they engaged in experiential language learning (EX-LL) via collaboration with community members during their Spanish for Specific Purposes (SSP) internship sites in the fields of journalism and medicine within the local Metro Phoenix community. Data were collected over the course of a 15-week semester via ethnographic methods (field notes, interviews, observations, and participant-reported data) to explore how the interns (i) took advantage of their SSP internship experiences to engage in identity work that exceeded the goals of the program and how they (ii) implemented their strategic knowledge via communicative strategies (CSs) during breakdowns in communication with community members related to their SSP internship sites/the social function of such strategies.
In order to answer the first research question, the data were analyzed via open and focused coding (Dyson & Genishi, 2005), followed by discourse analysis (Gee, 2005) informed by Critical Applied Linguistics (Pennycook, 2001) and Positioning Theory (Davis & Harré, 1990). To answer the second question, all instances in which the interns implemented communicative strategies were analyzed based upon the categorization repertories established by Dörnyei and Scott (1995a, 1995b, 1997), Lafford (2004), and Tarone and Yule (1987). To go beyond understanding what the interns were saying to why were they saying it, discourse analysis was used (Gee, 2005).
The findings show that Petra, Penélope, and María appropriated their SSP internship to engage distinct, yet interrelated language- and ethnic/racial-based identity work. Each intern utilized language (and extra-linguistic elements, such as corporeal expression) to position themselves in different ways within social discourse. Furthermore, this identity work influenced which CSs they utilized, as the social function of many of these strategies was to maintain and/or protect their desired identities.
Drawing on these insights, a variety of implications are offered from four viewpoints: implications for (i) EX-LL-based research: colonized versus humanizing research, (ii) critical community collaboration inside and outside of EX-LL, (iii) CSs and communicative competence, and (iv) EX-LL/Languages for Specific Purposes pedagogy and internship design.
In order to answer the first research question, the data were analyzed via open and focused coding (Dyson & Genishi, 2005), followed by discourse analysis (Gee, 2005) informed by Critical Applied Linguistics (Pennycook, 2001) and Positioning Theory (Davis & Harré, 1990). To answer the second question, all instances in which the interns implemented communicative strategies were analyzed based upon the categorization repertories established by Dörnyei and Scott (1995a, 1995b, 1997), Lafford (2004), and Tarone and Yule (1987). To go beyond understanding what the interns were saying to why were they saying it, discourse analysis was used (Gee, 2005).
The findings show that Petra, Penélope, and María appropriated their SSP internship to engage distinct, yet interrelated language- and ethnic/racial-based identity work. Each intern utilized language (and extra-linguistic elements, such as corporeal expression) to position themselves in different ways within social discourse. Furthermore, this identity work influenced which CSs they utilized, as the social function of many of these strategies was to maintain and/or protect their desired identities.
Drawing on these insights, a variety of implications are offered from four viewpoints: implications for (i) EX-LL-based research: colonized versus humanizing research, (ii) critical community collaboration inside and outside of EX-LL, (iii) CSs and communicative competence, and (iv) EX-LL/Languages for Specific Purposes pedagogy and internship design.
ContributorsVollmer Rivera, Alexis Ann (Author) / Lafford, Barbara (Thesis advisor) / O'Connor, Brendan (Committee member) / Bernstein, Katie (Committee member) / Beaudrie, Sara (Committee member) / Arizona State University (Publisher)
Created2018
Description
Curricular Design in Languages for Specific Purposes: The Case of a Needs Analysis for the Design of a Spanish for Pharmacists Course is a thesis project that argues for the creation of a Spanish course for pharmacists based in the model of Languages for Specific Purposes courses. In order to do this, a needs analysis was conducted by surveying and interviewing a pharmacist and medical Spanish instructor. Based on these results, objectives, activities, and evaluation criteria were created for such a course. The needs analysis found that Spanish use in a pharmacy is not limited to one ability or task, but rather an integration of many such as reading, writing, listening, and speaking. This course would be an invaluable addition to pharmacy schools in the United States due to the growing Hispanic population across the country.
ContributorsFrazier, Victoria E (Author) / Lafford, Barbara (Thesis director) / Petersen, Michelle (Committee member) / School of Molecular Sciences (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12