The Language of Branding: Theory, Strategies and Tactics shows marketers how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence - and sales - of a brand. The book covers the fundamentals of brand language and applications for an array of marketing initiatives. Readers will learn why brand language matters, how language is used in marketing, and how to build a brand strategy that capitalizes on the richness and complexity of language. This book includes real-world case histories that demonstrate vividly how brand language is created and exercises that enable both students of marketing and marketing professionals to apply the book's concepts and stimulate class discussion. The Language of Branding: Theory, Strategies and Tactics can be used in a number of courses, including consumer behavior, branding, advertising, linguistics, and communications.

Agrammatic aphasia (agrammatism), resulting from brain damage to regions of the brain involved in language processing, affects grammatical aspects of language. Therefore, research examining language breakdown (and recovery) patterns in agrammatism is of great interest and importance to linguists, neurolinguists, neuropsychologists, neurologists, psycholinguists and speech and language pathologists from all over the world. Research in agrammatism, studied across languages and from different perspectives, provides information about the grammatical structures that are affected by brain damage, their nature, and how language (and the brain) recovers from brain damage. The chapters in this book focus on the symptoms that arise in agrammatic aphasia at the lexical, morphological and sentence level and address these impairments from neurolinguistic, neuropsychological and neurological perspectives. Special attention is given to methods for assessment and treatment of agrammatism and to the neurobiological changes that can result from the treatments. Perspectives on Agrammatism provides an up-to-date overview of research that has been done over the past two decades. With contributions from the most influential aphasiologists from Europe and the United States, it provides an indispensable reference for students and academics in the field of language disorders.

The relationship between the individual and the community is at the core of sociolinguistic theorizing. To date, most longitudinal research has been conducted on the basis of trend studies, such as replications of cross-sectional studies, or comparisons between present-day cross-sectional data and 'legacy' data. While the past few years have seen an increasing interest in panel research, much of this work has been published in a variety of formats and languages and is thus not easily accessible. This edited volume brings together the major researchers in the field of panel research, highlighting connections and convergences across and between chapters, methods and findings with the aim of initiating a dialogue about best practices and ways forward in sociolinguistic panel studies. By providing, for the first time, a platform for key research on panel data in one coherent edition, this volume aims to shape the agenda in this increasingly vibrant field of research.

Historical Research on Spoken Language: Corpus Perspectives uses historical sources to discuss continuity and change in spoken language. Based on two corpora compiled using data from sociological and anthropological studies of Victorian London and 1930s Bolton, the author shows how historical spoken corpora can illuminate the nature of spoken language as well as the attitudes, values and behaviour of the specific community represented in a corpus. This book: demonstrates how spoken language can be examined using material collected before the advent of sophisticated recording equipment and large-scale computerised corpora; shows how other written sources such as diaries, letters and existing historical corpora can be used to analyse informal language use as far back as the fifteenth century; provides insight into the longevity and resilience of many spoken language features which are often regarded as vernacular or non-standard; comes with a companion website which gives full access to the Bolton Worktown Corpus. Historical Research on Spoken Language is key reading for researchers and students working in relevant areas.

Corpus Linguistics for Vocabulary provides a practical introduction to using corpus linguistics in vocabulary studies. Using freely available corpus tools, the author provides a step-by-step guide on how corpora can be used to explore key vocabulary-related research questions and topics such as: The frequency of English words and how to choose which ones should be taught to learners; How spoken vocabulary differs from written vocabulary, and how academic vocabulary differs from general vocabulary; How vocabulary contributes to the structure of discourse, and the pragmatic functions it fulfils. Featuring case studies and tasks throughout, Corpus Linguistics for Vocabulary provides a clear and accessible guide and is essential reading for students and teachers wanting to understand, appreciate and conduct corpus-based research in vocabulary studies.

Corpus Linguistics for Vocabulary provides a practical introduction to using corpus linguistics in vocabulary studies. Using freely available corpus tools, the author provides a step-by-step guide on how corpora can be used to explore key vocabulary-related research questions and topics such as: The frequency of English words and how to choose which ones should be taught to learners; How spoken vocabulary differs from written vocabulary, and how academic vocabulary differs from general vocabulary; How vocabulary contributes to the structure of discourse, and the pragmatic functions it fulfils. Featuring case studies and tasks throughout, Corpus Linguistics for Vocabulary provides a clear and accessible guide and is essential reading for students and teachers wanting to understand, appreciate and conduct corpus-based research in vocabulary studies.

The German comparative philologist Friedrich Max Muller (1823-1900) was one of the most influential scholars in Victorian Britain. Muller travelled to Britain in 1846 in order to prepare a translation of the Rig Veda. This research visit would turn into a lifelong stay after Muller was appointed as Taylor Professor of Modern Languages at Oxford in 1854. Muller's activities in this position would exert a profound influence on British intellectual life during the second half of the nineteenth-century: his book-length essay on Comparative Mythology (1856) inspired evolutionist thinkers such as Herbert Spencer and Edward Burnett Tylor and made philology into one of the master sciences at mid-century; his debates with Charles Darwin and his followers on the origin of language constituted a significant component of religiously informed reactions to Darwin's ideas about human descent; his arguments concerning the interdependence of language and thought influenced fields such as psychology, neurology, paediatrics and education until the end of the nineteenth century; his theories concerning an 'Aryan' language that purportedly predated Sanskrit and ancient Greek led to controversial debates on the relations between language, religion and race in the Indian subcontinent and beyond; and his monumental 50-volume edition of the Sacred Books of the East helped to lay the foundations for the study of comparative religion. Muller's interlocutors and readers included people as various as Alexander von Humboldt, Darwin, George Eliot, Matthew Arnold, Friedrich Nietzsche, Ferdinand de Saussure, Ernst Cassirer, Mohandas K. Gandhi and Jarwaharlal Nehru. This volume offers the most comprehensive and interdisciplinary assessment of Muller's career to date. Arising from a conference held at the German Historical Institute in London in 2015, it brings together papers by an international group of experts in German studies, German and British history, linguistics, philosophy, English literary studies, and religious studies in order to examine the many facets of Muller's scholarship. This book was originally published as a special issue of the Publications of the English Goethe Society.

Most of the Bible's verses that occur in Aramaic are in Ezra and Daniel, a linguistic occurrence that developed as a result of Israel's exile in Babylon. Totaling 269 verses, Aramaic is key language students of the Old Testament will need to master. Basics of Biblical Aramaic, Second Edition by Miles V. Van Pelt is designed for students who are already familiar with biblical Hebrew and now want to obtain a working knowledge of biblical Aramaic in a single semester. Thus, the grammar is designed for scholars or comparative linguistic analysis, but for all students who wish to faithfully study, teach, and preach the Old Testament. Modeled on Miles Van Pelt's bestselling Basics of Biblical Hebrew, Basics of Biblical Aramaic, Second Edition includes: Thorough explanation of Aramaic's grammatical conventions Chapter exercises A complete lexicon of Aramaic words found in the Bible An annotated text of all 269 Bible verses originally written in Aramaic In the second edition the grammar features: Two-color scheme for the Aramaic text A complete update to secondary sources Expanded and revised annotations of the biblical texts in Aramaic

The 'correct' use of English has been the subject of vigorous debate in recent years. But what defines 'correctness' in our use of language? And how has this altered over time? In this authoritative survey of the history of the English language, the author examines how linguistic traditions have changed and developed over the centuries to produce the language that we are familiar with today.Taking present-day usage as its starting point, the book uses a topic-based approach to explore the historical development of vocabulary, grammar, syntax, sounds and spellings, thus providing both a firm sense of the structure of the language and an outline of its history.

This book collates the most up to date evidence from behavioural, brain imagery and stroke-patient studies, to discuss the ways in which cognitive and neural processes are responsible for language processing. Divided into six sections, the edited volume presents arguments from evolutionist, developmental, behavioural and neurobiological perspectives, all of which point to a strong relationship between action and language. It provides a scientific basis for a new theoretical approach to language evolution, acquisition and use in humans, whilst at the same time assessing current debates on motor system's contribution to the emergence of language acquisition, perception and production. The chapters have been written by internationally acknowledged researchers from a variety of disciplines, and as such this book will be of great interest to academics, students and professionals in the areas of cognitive psychology, neuropsychology, neuroscience, psycholinguistics and philosophy.

The Oceanic Languages form a closed subgroup within one of the world 's largest language families, Austronesian. There are between 1000 and 1500 Austronesian languages (estimates vary), with so much structural diversity that they are best handled in two volumes, one on the Oceanic and one on the non-Oceanic Austronesian languages. This division is clear and the grammar sketches in this volume provide a cross-section through the structural diversity of the Oceanic languages which is not available elsewhere. Much of the material is drawn from data collected by the authors and has not been previously published.

The volume contains five background chapters: The Oceanic Languages, Sociolinguistic Background, Typological Overview, Proto-Oceanic and Internal Subgrouping. In addition, the volume presents forty-three grammar sketches, selected from the five hundred Oceanic languages spread across a region embracing eastern Indonesia, Melanesia, Polynesia, and Micronesia.

Why do we gesture when we speak? The Cognitive Psychology of Speech-Related Gesture offers answers to this question while introducing readers to the huge interdisciplinary field of gesture. Drawing on ideas from cognitive psychology, this book highlights key debates in gesture research alongside advocating new approaches to conventional thinking. Beginning with the definition of the notion of communication, this book explores experimental approaches to gesture production and comprehension, the possible gestural origin of language and its implication for brain organization, and the development of gestural communication from infancy to childhood. Through these discussions the author presents the idea that speech-related gestures are not just peripheral phenomena, but rather a key function of the cognitive architecture, and should consequently be studied alongside traditional concepts in cognitive psychology. The Cognitive Psychology of Speech Related Gesture offers a broad overview which will be essential reading for all students of gesture research and language, as well as speech therapists, teachers and communication practitioners. It will also be of interest to anybody who is curious about why we move our bodies when we talk.

This work offers students the most current discussion of the major issues in Greek and linguistics by leading authorities in the field. Featuring an all-star lineup of New Testament Greek scholars--including Stanley Porter, Constantine Campbell, Stephen Levinsohn, Jonathan Pennington, and Robert Plummer--it examines the latest advancements in New Testament Greek linguistics, making it an ideal intermediate supplemental Greek textbook. Chapters cover key topics such as verbal aspect, the perfect tense, deponency and the middle voice, discourse analysis, word order, and pronunciation.

This volume takes a distinctive look at the climate change debate, already widely studied across a number of disciplines, by exploring the myriad linguistic and discursive perspectives and approaches at play in the climate change debate as represented in a variety of genres. The book focuses on key linguistic themes, including linguistic polyphony, lexical choices, metaphors, narration, and framing, and uses examples from diverse forms of media, including scientific documents, policy reports, op-eds, and blogs, to shed light on how information and knowledge on climate change can be represented, disseminated, and interpreted and in turn, how they can inform further discussion and debate. Featuring contributions from a global team of researchers and drawing on a broad array of linguistic approaches, this collection offers an extensive overview of the role of language in the climate change debate for graduate students, researchers, and scholars in applied linguistics, environmental communication, discourse analysis, political science, climatology, and media studies.

In this book, Dirk Remley applies his model of integrating multimodal rhetorical theory and multi-sensory neural processing theory pertaining to cognition and learning to multimodal persuasive messages. Using existing theories from multimodal rhetoric and specific findings from neurobiological studies, the book shows possible applications of the model through case studies related to persuasive messages such as those found in political campaign advertising, legal scenarios and general advertising, including print, videos, and in-person settings. As such, the book furthers the discussion of cognitive neuroscience and multimodal rhetorical theory, and it serves as a vehicle by which readers can better understand the links between multimodal rhetoric and cognitive neuroscience associated with persuasive communication in professional and educational environments.

First published in 1986, this book focuses on Anaphoric relations in the English and French languages, a phenomenon that involves a complex interaction between grammar and discourse. Studies of anaphora taking a largely 'textual' approach to the subject have tended to underestimate the effect upon its formation of referential and discourse factors, while studies framed within a psycholinguistic and computational perspective have been inclined to minimise the importance of the purely linguistic features connected with anaphora. This volume places the study of anaphora upon a firmer foundation by examining both its nature and functions in discourse, by pinpointing the range of factors relevant to its operation in the two languages under study, and by attempting to relate the textual and interactional perspectives within a more comprehensive framework.

First published in 1988, this book explores the grammatical loss of gender in English. It demonstrates that from the end of the Old English period, there was a considerable time period, of about three hundred years, during which there existed "echoes" of the gender classification of nouns. The study records the best known conclusions concerning the behaviour of anaphoric pronouns under grammatical gender "stress" in the late Old English and Middle English periods. It focuses on a discussion of attributive word morphology in the noun phrase.

A much-cited and highly influential text by Alastair Pennycook, one of the world authorities in sociolinguistics, The Cultural Politics of English as an International Language explores the globalization of English by examining its colonial origins, its connections to linguistics and applied linguistics, and its relationships to the global spread of teaching practices. Nine chapters cover a wide range of key topics including: international politics colonial history critical pedagogy postcolonial literature. The book provides a critical understanding of the concept of the 'worldliness of English', or the idea that English can never be removed from the social, cultural, economic or political contexts in which it is used. Reissued with a substantial preface, this Routledge Linguistics Classic remains a landmark text, which led a much-needed critical and ideologically-informed investigation into the burgeoning topic of World Englishes. Key reading for all those working in the areas of Applied Linguistics, Sociolinguistics and World Englishes.

First published in 1988, this book provides an easily accessible handbook of knowledge about the languages of Ghana; their geographical distribution, their relationships with each other, the social patterns of their use, and their structures. Besides the general introduction, it contains chapters on each of the individually recognised families of languages spoken in Ghana: Gur, Volta-Comoe, Gbe, Ga-Dangme, Central-Tongo and Mande. An additional chapter outlines the use of non-indigenous languages in the country.

Frank Smith is internationally acclaimed as an essential contributor to research on the nature of reading and as an originator of the modern psycholinguistic approach to reading instruction. In his publications his aim has always been to support teachers, to encourage them to make teaching decisions based on knowledge and understanding, to analyze what their students are trying to do and why what the students are doing doesn't always correspond with what they are expected to do. Now the major topics addressed in his work are available in one volume, Landmarks in Literacy, a thoughtfully crafted selection of 16 of his key writings. In the World Library of Educationalists, international scholars themselves compile career-long collections of what they judge to be their finest works so the world can read them in a single manageable volume. Readers thus are able to follow the themes and strands of their work and see their contribution to the development of a field, as well as the development of the field itself.

What do English-speaking Canadians sound like and why? Can you tell the difference between a Canadian and an American? A Canadian and an Englishman? If so, how? Linguistically speaking is Canada a colony of Britain or a satellite of the United States? Is there a Canadian language? Speaking Canadian English, first published in 1971, in a non-technical way, describes English as it is spoken in Canada - its vocabulary, pronunciation, syntax, grammar, spelling, slang. This title comments on the history of Canadian English - how it came to sound the way it does - and attempts to predict what will happen to it in the future. This book will be of interest to students of linguistics.

This book comprehensively introduces Cognitive Linguistics and applies its tools to religious language. Drawing on authentic samples from a range of faiths, text types, and modes of interactive discourse, the authors accessibly define concepts like embodied cognition, agency, metaphor analysis, and Dynamic Systems Theory; illustrate how they can be used in analyzing religious language; and offer thorough pedagogical material to aid learning and application. Advanced students and scholars of linguistics, discourse analysis, cognitive science, and religious and biblical studies will benefit from this practical guide to understanding and conducting research on religious discourse.

Basics of Ancient Ethiopic by Archie Wright introduces students to the basic grammar of ancient Ethiopic (Ge'ez) while approaching the language through its wider cultural and literary context, and its historical legacy. As part of the widely-used Zondervan Language Basics series of resources, Wright's Ethiopic grammar is a student-friendly introduction. It helps students learn by: Minimizing technical jargon Providing only the information needed to learn the basics Breaking the grammar of language down into manageable and intuitive chunks Illustrating the grammar in question by its use in rich selections from ancient Christian and the Second Temple Jewish books of 1 Enoch and Jubilees Providing grammar, readings, exercises, and a lexicon all in one convenient volume Basics of Ethiopic provides an ideal first step into this important language and focuses on getting the student into texts and translation as quickly as possible.

By the author of the modern classic "The Black Swan," this collection of aphorisms and meditations expresses his major ideas in ways you least expect.
"The Bed of Procrustes" takes its title from Greek mythology: the story of a man who made his visitors fit his bed to perfection by either stretching them or cutting their limbs. It represents Taleb's view of modern civilization's hubristic side effects--modifying humans to satisfy technology, blaming reality for not fitting economic models, inventing diseases to sell drugs, defining intelligence as what can be tested in a classroom, and convincing people that employment is not slavery.
Playful and irreverent, these aphorisms will surprise you by exposing self-delusions you have been living with but never recognized.
With a rare combination of pointed wit and potent wisdom, Taleb plows through human illusions, contrasting the classical values of courage, elegance, and erudition against the modern diseases of nerdiness, philistinism, and phoniness.