Ch4NOTES - Language Considerations in Marketing to US...

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Language Considerations in Marketing to US Hispanics ADV3410 - Hispanic Marketing Communication Sept 27-29
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Language & Culture Overlap “Language is the principal means whereby we conduct our social lives. When it is used in contexts of communication, it is bound up with culture in multiple and complex ways.” Language and Culture By Claire Kramsch, H. G. Widdowson Language Culture Memory Emotion ADV3410 - Hispanic Marketing Communication Fall 2011
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Language & Culture Overlap Humans appear to have an innate capacity for language. Noam Chomsky observed that humans have a unique ability to acquire language. Humans can distinguish acceptable word sequences from nonacceptable ones with little or no formal learning. Humans may have a universal capacity for language, but specific words and content of the language are not universal. Words are the product of experiences and words within a group are tied to the experiences of such group. Words with positive connotations derive from good experiences with such words. Language Culture ADV3410 - Hispanic Marketing Communication Fall 2011
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Language & Culture Overlap Experience and language are not separate from each other; they are fundamentally connected. Languages are made of words and syntax: The syntax is the set of rules for assembling words in a language. Words are the product of experience. People who identify themselves as belonging to a specific group also share a worldview. Common attitudes, beliefs, and values are reflected by the way members use language. For example, what they choose to say or not to say and how they say it. Language Culture ADV3410 - Hispanic Marketing Communication Fall 2011
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Language & Culture Overlap Words are not neutral universal equivalents but conveyors of shared experience. Words are not the only carriers of cultural experience. Sentences, phrases, sayings, proverbs, poem, books, and other linguistic manifestations are associated with cultural experiences. In addition, the way in which we emphasize and enunciate words can carry cultural meaning as well. “Language symbolizes cultural reality.” Language and Culture By Claire Kramsch, H. G. Widdowson ADV3410 - Hispanic Marketing Communication Fall 2011 Additional Reading: “Language and Culture Among Hispanics in the United States”
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Language & Culture Overlap Language synthesizes the richness and texture of human
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Ch4NOTES - Language Considerations in Marketing to US...

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