Effects of Language Variety and Word Availability in Commercial Advertisements on Listener’s Lexical Recall

Commercial advertisements in Arabic-speaking regions tend to alternate between dialectal Arabic and Modern Standard Arabic, but it is not yet clear whether language variety has any impact on listener’s lexical recall. Insight into this issue should help enterprises design their commercial advertisements in a linguistically intelligent manner. This study addresses two questions: 1) How does language variety (dialectal vs. standard) affect listener’s lexical recall in commercial advertisements? 2) Do listeners recall words that have appeared in dialectal advertisements better than those that did not appear in advertisements using the same variety? Fifteen Saudi participants responded to a forced-choice memory test with 24 yes-no questions (3 per advertisement) asking participants to report whether they heard a specific key word in eight advertisements that utilized different language varieties. The findings show that Arabic speakers tend to perceive both Modern Standard Arabic and dialectal Arabic in commercial advertisements similarly, but tend to recall the presence of a key word in an advertisement better than its absence. Future research may increase the sample size and examine more Arabic varieties.

When numbers are not what they seem – analysis of the functions and distribution of numerals in the numeronyms featured in the “Netlingo Dictionary of Texting Terms & Online Acronyms”

The paper attempts to explore the concept of numeronyms, which, in the literature of the subject, are perceived as numeral-based words. Its principal aim is to contribute to the existing discussion about numeronymy by offering a fresh perspective, concentrated on the raison d'être of numeronyms, i.e., numerical figures incorporated within. The analysis concerns particular examples of numeronyms, as featured in the “Netlingo Dictionary of Texting Terms & Online Acronyms”. This source comprises a list of acronyms and shorthands derived from two language varieties: textspeak and online slang. Specifically, subject to the analysis are those terms that, in their written form, contain numerical figures. The corpus of 200 numeronyms is scrutinised with respect to two factors, namely, the function the numeral performs in the numeronym, as well as the possible patterns regarding the distribution of particular numerals. The research, both quantitative and qualitative in nature, reveals four distinct functions of numerals within numeronyms: homophonic, conceptual, typographic and quantifying. Only the last group can be claimed to follow the function normally attributed to numerals, i.e., quantity property assignment. In turn, the distributionoriented analysis brings to light the conclusion that certain numerals that point to number words possessing homophonic properties feature in numeronyms more prominently than others.

Jargon in Military: A Comparative Analysis of English Varieties in Pakistan based on Hallidiyan’s Functional Perspective

Pakistani English is (also known as Paklish or Pinglish) is the group of English language varieties that are spoken or written in Pakistan. It was recognized in terms of different varieties and forms first time in the 1970s and 1980s. This paper elucidated the phenomenon of transition that Pakistani English was undergoing in the current scenario because of its contact with other Pakistani languages in general, Urdu and Punjabi in particular. This study attempted to explore and interpret the varieties of Pakistani English in the Military at two different levels i.e. Officers to Officers Communication and Officers to Rank (Soldier). These constantly diverging forms and functions of English may not have reached stability and recognition among its users probably bilinguals or multi-linguals as Pakistan is a multi-lingual state. This study endeavored to use a Qualitative approach and data will be collected through observation from Pakistani English varieties used in the Military. This paper aimed to apply Halliday’s (1960) theory of Systemic Functional Linguistics (SFL) to conduct a comparative study of varieties of English to describe, interpret and explain the forms and functions of Pakistani English at two different levels. The findings revealed that the variations of Military language were unique and distinct from all other varieties of English. In addition, these variations were acceptable by the whole language community shared by individuals in the Military.

Мethodological Support for University Students’ Independent Work

This paper focuses on the role of media linguistics and the use of media discourse in (foreign) language education. Based on an example of a specific critical incident in the context of teaching Bulgarian as a foreign language, the study concludes that (foreign) language teaching and learning should go beyond the normative spaces of the “standard” language, and that learners should be exposed to the lexico-grammatical and discourse features of different target language varieties and registers. Thus, they will expand their language repertoire beyond the perimeter of the codified standard norm of public communication, which will allow them to use the language appropriately in diverse social and cultural settings.

Effects of Language Variety and Word Availability in Commercial Advertisements on Listener’s Lexical Recall

Commercial advertisements in Arabic-speaking regions tend to alternate between dialectal Arabic and Modern Standard Arabic, but it is not yet clear whether language variety has any impact on listener’s lexical recall. Insight into this issue should help enterprises design their commercial advertisements in a linguistically intelligent manner. This study addresses two questions: 1) How does language variety (dialectal vs. standard) affect listener’s lexical recall in commercial advertisements? 2) Do listeners recall words that have appeared in dialectal advertisements better than those that did not appear in advertisements using the same variety? Fifteen Saudi participants responded to a forced-choice memory test with 24 yes-no questions (3 per advertisement) asking participants to report whether they heard a specific key word in eight advertisements that utilized different language varieties. The findings show that Arabic speakers tend to perceive both Modern Standard Arabic and dialectal Arabic in commercial advertisements similarly, but tend to recall the presence of a key word in an advertisement better than its absence. Future research may increase the sample size and examine more Arabic varieties.

Teaching languages in multicultural surroundings: New tendencies

The purpose of this article is to help language teachers at all levels of education to understand in depth problems posed by linguistic superdiversity. Based on the study of scholarly literature, documents of educational bodies and the authors experience in language teaching in different countries, the article answers the question of how the teaching of world languages such as English and Russian is changing due to the recognition that their functions and status differ in various countries. We explore why, despite gradual changes in curricula, there is still pervasiveness of pedagogies attempting to achieve a perfect command of the studied languages, without considering students needs and language repertoires, the local sociolinguistic situation and labor market requirements. We focus on methods of teaching English and Russian, taking into account various aspects of language ideologies related to mono- and pluricentricity. To show the dependence of language teaching on the socio-cultural situation, we apply the concept of Critical Language Awareness covering aspects of language variation and changes in attitudes to normativity, prescriptivism and regional language varieties. We also show that innovative pedagogies put new demands on teachers requiring that they have to adjust to new teaching formats, acquire skills of using educational technologies and teaching diverse student populations. The focus of the review on teaching English and Russian proves that despite different histories of their pedagogies, the interplay of language, ethnicity, identity, culture and education systems is significant for both, and without taking all these elements into account, the goal of educating effective multilinguals is elusive.

“All the people who live in Auckland”: A study of subject and non-subject relative clauses in Auckland English

<p>This thesis is a study of the variation in relative marker choice by speakers of Auckland English. The data used in this study was collected as part of “Breaking Babel – Rethinking Language Change in a super-diverse city” (Meyerhoff et al. 2015). The thesis investigates the syntactic and social conditioning on the variation of the complementisers used to introduce relative clauses in the speech of a diverse group of Aucklanders. As a super-diverse city with a rapidly changing sociolinguistic profile, Auckland offers a rich source of data. This research explores how syntactic variation marks speakers of “Auckland English”. This work addresses several key research questions which centre on whether there is evidence of language change for this variable, and if so where has the change been initiated and by whom is it lead. Further, how does the variation in Auckland English compare other communities studied, both in terms of studies of relative clause variation and variation in super-diverse cities. These questions derive from an exploration of the history of relative clauses in English. In chapter 2, I review how the current variable system of relative markers developed and how they have been treated both by syntacticians and variationists in previous literature. The purpose of a (restrictive) relative clause is to delimit the denotational reference of an antecedent head nominal that it post-modifies (Huddleston & Pullum 2002: 1034–1035). As such, variation in the choice of complementiser that introduces relative clauses tells us a great deal about how speakers specify information. The variability of relative markers is highly circumscribed (Ball 1996, Levey 2014). Nevertheless, the syntactic and social factors governing their distribution vary between speech communities and can offer insight into the linguistic profiles of these communities (Tagliamonte et al 2005, D’Arcy and Tagliamonte 2010). This study analyses over 2000 tokens of relative clauses, coded for syntactic environment and speaker age, sex and community. Three communities, chosen for their differing demographic profiles, are sampled across Auckland. Significant predictors of relative marker choice are then compared to other studies of relative clause variation. This thesis then explores (i) which factors are universal or common predictors of relativiser choice, (ii) which factors index Auckland English and (iii) which are markers of specific communities within Auckland. Previous studies of superdiverse cities (cf. Cheshire et al. 2015) have shown that the input of many diverse language varieties into a community can lead to large scale innovation and change. I explore the variation in relative markers in Auckland English in this context. Little evidence of language change taking place is found in this study and in fact, social factors such as age-grading patterns may suggest stable variation. There is some evidence of levelling (Trudgill 2004) in the most diverse of the three communities surveyed. The thesis concludes with a discussion of the significance of these results, both to the study of relative clauses and linguistic variation in general.</p>

“All the people who live in Auckland”: A study of subject and non-subject relative clauses in Auckland English

<p>This thesis is a study of the variation in relative marker choice by speakers of Auckland English. The data used in this study was collected as part of “Breaking Babel – Rethinking Language Change in a super-diverse city” (Meyerhoff et al. 2015). The thesis investigates the syntactic and social conditioning on the variation of the complementisers used to introduce relative clauses in the speech of a diverse group of Aucklanders. As a super-diverse city with a rapidly changing sociolinguistic profile, Auckland offers a rich source of data. This research explores how syntactic variation marks speakers of “Auckland English”. This work addresses several key research questions which centre on whether there is evidence of language change for this variable, and if so where has the change been initiated and by whom is it lead. Further, how does the variation in Auckland English compare other communities studied, both in terms of studies of relative clause variation and variation in super-diverse cities. These questions derive from an exploration of the history of relative clauses in English. In chapter 2, I review how the current variable system of relative markers developed and how they have been treated both by syntacticians and variationists in previous literature. The purpose of a (restrictive) relative clause is to delimit the denotational reference of an antecedent head nominal that it post-modifies (Huddleston & Pullum 2002: 1034–1035). As such, variation in the choice of complementiser that introduces relative clauses tells us a great deal about how speakers specify information. The variability of relative markers is highly circumscribed (Ball 1996, Levey 2014). Nevertheless, the syntactic and social factors governing their distribution vary between speech communities and can offer insight into the linguistic profiles of these communities (Tagliamonte et al 2005, D’Arcy and Tagliamonte 2010). This study analyses over 2000 tokens of relative clauses, coded for syntactic environment and speaker age, sex and community. Three communities, chosen for their differing demographic profiles, are sampled across Auckland. Significant predictors of relative marker choice are then compared to other studies of relative clause variation. This thesis then explores (i) which factors are universal or common predictors of relativiser choice, (ii) which factors index Auckland English and (iii) which are markers of specific communities within Auckland. Previous studies of superdiverse cities (cf. Cheshire et al. 2015) have shown that the input of many diverse language varieties into a community can lead to large scale innovation and change. I explore the variation in relative markers in Auckland English in this context. Little evidence of language change taking place is found in this study and in fact, social factors such as age-grading patterns may suggest stable variation. There is some evidence of levelling (Trudgill 2004) in the most diverse of the three communities surveyed. The thesis concludes with a discussion of the significance of these results, both to the study of relative clauses and linguistic variation in general.</p>

VOICES OF PEOPLE WITH TURKISH BACKGROUND IN GERMAN LITERATURE: LINGUISTIC CHARACTERISTICS

В статье раскрывается специфика языка жителей Германии турецкого происхождения на материале художественных текстов «Берлин, город птиц» Э.С. Оздамар, «Канак шпрак» Ф. Займоглу, «Страница знакомств в Хюрриет» И. Аяты. Обнаруживаются соответствия между выявленными лексико-грамматическими и стилистическими особенностями языкового портрета говорящих и определяющими чертами языковых вариантов, порождаемых в среде мигрантов: немецкий язык гастарбайтеров (Gastarbeiterdeutsch), немецко-турецкий этнолект (Deutsch-Türkisch) и кицдойч (Kiezdeutsch). The article presents the specifics of the language of German residents with Turkish background based on the matter of the following literary texts: «Berlin, City of Birds» by E.S. Özdamar, «Kanak Sprak» by F. Zaimoglu, «Hürriyet Love Express» by I. Ayata. Parallels between identified lexico-grammatical and stylistical specifics of the characters’ linguistic portrait and characteristics of language varieties spoken among the population with migrant background (Gastarbeiter German, German-Turkish, Kiezdeutsch) are found.