References
Bloor, M. and T. Bloor, (1986) “Languages for Specific Purposes: Practice and Theory”,CLCS
Occasional Paper, No 19, Dublin: Trinity College.
Douglas, D. (2000) Assessing languages for specific purposes. Cambridge: Cambridge University
Press.
Dudley-Evans & St. John, (1998) Developments in ESP: A multi-disciplinary [Link]:
Cambridge University Press.
Gunnarsson, B.-L., Linell, P., and Nordberg, B. (1997) The construction of professional discourse.
London and New York: Longman.
Halliday, M.A.K. and Martin, J.R. (1993) Writing science: literacy and discursive power. London,
Washington, D.C.: The Falmer Press.
Hutchinson, T. and A. Waters, (1988) English for Specific Purposes: A Learning-Centred
Approach.
Hyland, K. (2000) Disciplinary discourses: Social interactions in academic writing. Harlow:
Longman.
WEEK 13- RADIO LANGUAGE
Purpose – To allow learners understand the radio register
Learning Outcomes
By the end of the lesson, learners should be able to;
i) Explain how radio uses language
ii) Differentiate radio and television language
Features
The presentation of RB language is a specific way of construction of the text,
when so-called "picture" is created in imagination of the listener. Presentation
of language of radio is skill to apply just those words and images, which will
allow the listener more precisely and quickly present the essence of a
situation, which the host speaks about.
Accuracy of language - aspiration lconic, efficiency, adequacy of the language
formulas, which are submitted in the host's text. Language of radio is
universal, as assumes influence on the widest audience, which, in turn, has
embodiment of speech culture.
Non-banality of language of radio. In the dictionary by Ozhogova S. the word
"banal" is treated as "ordinary, trite, hackneyed, deprived of originality". Thus
non-banality - it is stylistic original construction of the text attracting attention
and remaining in memory of the listeners. Despite of some "ingratitude" of
work of the radio-journalist, which text lives once only, the original text can
influence on reason and feelings of an audience. As the extremely negative
phenomenon it is possible to consider duplicating of original texts, which then
becomes a pitiful copy (for example duplicating the texts of aphorisms by N.
Fomenko on "Russian radio" in a format "Russian radio Asia").
With reference to radio it is possible to allocate 4 items of requirements to
language:
1. simplicity and expressiveness;
2. brevity;
3. cleanliness and semantic accuracy of language;
4. musicality and harmony.
Concept harmony also includes concept of diction, tone, intonations of the
radio-journalist, observance of norms of speech. Proceeding from the
requirements that showed to language of radio, it is possible to try to give
definition to RB language as to the special type of speech intercourse.
Language of radio - set of means of expression in verbal creativity, based on
all-nation sound, dictionary and grammatical system, set of receptions of use
of means of all-nation language for expression of those or other ideas,
thoughts transmitted over the radio. It is necessary to note, that today
colloquial, jargon, slang elements started to penetrate into RB language that
complicates process of communications and makes it lop-sided and primitive.
It is impossible to estimate qualities of radio language, without consideration
situations of intercourse and communicative tasks of the program host. Today
the host language is not held down by the requirements of оfficiality and
ideological accuracy. On the other hand, it can't be without it, as radio today is
the most de-ideological MMM. Its basic function is to entertain, and to
entertain by maximal all possible ways, down to frank platitude. It imposes a
print on verbal self-expression of an ether host. On the one hand, according to
Zasurski I. N., "more and more means of mass media are included in sphere of
entertainment". At the same time is inadmissible to reduce language of "the
most operative and all-covering MMM" to uninformative spontaneous lexicon
of the host, which is not so rich in order not to get entangled in his own
language.
The modern radio-journalist aspires to work according to principle: "be simple,
and you will attract people". Many "figures of an ether " explain the radio
simplicity by a principle documentary in radio-journalism - "we only reflect life
and we behave as we are". It is completely inadmissible for the journalist to
forget, that documentary is determined, at first, as a method of display of the
validity, and second, as a way of cognition. Gnosiological complexity of
documentary or "truth of life" consists that for the journalist it is a method of
display through the authentic information, non-invented events, phenomena
based on knowledge of the validity by the journalist. For an audience
documentary, the information is a way of cognition and validity, and cognitive
processes of the journalist. Therefore radio-journalist should be not simply
transmitter of the information, disk jockey, host of the ether.
The radio-journalist should be an exclusive language personality, capable of
adequately to reflect new methods and modes of work in an ether. Today,
there is sensation, what not the journalist forms an ether, but ether forms the
journalist, transforming him into "textual scoring".
The language means functioning in a system of broadcasting should follow
the high requirements:
1. Correctness of language, i.e. conformity of language structure to working
literary norms and observance of a principle of communicative expediency;
2. Adequacy of perception of the language formulas based on exact logic,
lexical, syntactic submission;
3. Use of codified modern lexicon.
The most complete realisation of the act of language dialogue in modern
broadcasting occurs by means of maximum informative unit of language,
which is determined as set of the statements, and in which the rather
completed process of the information is carried out. Such unit is the text -
time and spatial units, correlated to general process of communications,
projected on modern development of society language.
The very important meaning for high-grade realisation of the act of
communications has the correct intonation, "ether" voice, competent
articulation and reduction. The intentional processing of the text is an
attribute of professionalism of the host- journalist.
LANGUAGE OF ADVERTISING
Language of Advertisement is meant to advertise the product/item of a company/an institution/an
organization. So as to popularize it and sell it. The sole aim of the language of an advertisement is to
attract the customers towards a product or convince a customer to buy the product.
To achieve the goal of popularizing the product, of attracting the customers to buy the product
convincingly, the language that is used in advertisement has a vital role:
i)Brief and simple,
ii)Unambiguous
iii) minimization of Technical words
iv) Rhetorical
Usually, people don’t like lengthy sentences or phrases. Remember that one has to use necessary short
phrases and sentences which could provide maximum information or the core information and the
syntactic arrangement should be simple, non-awkward. Unambiguous words and expressions make
effective communication possible. People understand simple unambiguous words and they would be the
active participant, if they understand it.
Remember; Technical words are to be minimized. Maximum use of technical words may drive the
customers away. If one is advertizing a medicine, one need not use the scientific name of the same or
many other technical words related to the medicine. But if, the technical words are in vogue, one can use
them.
Language of the advertisement should be rhetorical, so as to motivate the customers effectively. This is
possible by using:
A. Metaphors- Many metaphors used in the language of the advertisement in a simple manner attract the
customers.
B. Popular expressions- popular expressions which are in vogue attract the customers. Popular proverbs-
Proverbs are not merely linguistic metaphorical constructions, they have socio-cultural implications. This is
why, use of such proverbs will motivate the customers.
Language of the advertisement is to be designed according the goal and the objectives of a product/an
item. Sometimes, it is necessary to describe either about a product with its main points of concern, or
about its ingredients, or about its functions.
References
Bloor, M. and T. Bloor, (1986) “Languages for Specific Purposes: Practice and Theory”,CLCS Occasional Paper, No 19, Dublin:
Trinity College.
Douglas, D. (2000) Assessing languages for specific purposes. Cambridge: Cambridge University Press.
Dudley-Evans & St. John, (1998) Developments in ESP: A multi-disciplinary [Link]: Cambridge University Press.
Gunnarsson, B.-L., Linell, P., and Nordberg, B. (1997) The construction of professional discourse. London and New York: Longman.
Halliday, M.A.K. and Martin, J.R. (1993) Writing science: literacy and discursive power. London, Washington, D.C.: The Falmer
Press.
Hutchinson, T. and A. Waters, (1988) English for Specific Purposes: A Learning-Centred Approach.
Hyland, K. (2000) Disciplinary discourses: Social interactions in academic writing. Harlow: Longman.