Transcript Primenjena lingvistika I nastava jezika ii

PRIMENJENA LINGVISTIKA
I NASTAVA JEZIKA II
5th class
Homework review
APPLIED INTERNET LINGUISTICS
• Introduction
• Search engine assistance
• Document classification
• E-commerce
• Online advertising
• The focus on ambiguity
• Forensic linguistics (practice)
Introduction
• Applied linguistics is the application of linguistic theories,
models, methods, concepts, and research findings to the
elucidation and solution of problems in fields where
language plays a central role.
• The Internet is such a field, as it is totally dependent on
language, whether written or spoken.
• The impact of images/advanced visual pattern-recognition
techniques;
Search engine assistance
• With search engines, the requirement is to receive
accurate, relevant, and up-to-date hits.
• Very often this requirement is not met;
• Task: Type apple (group 1) and then depression
(group 2);
• the enquirer’s point of view vs. the website-owner’s
point of view;
• the problem in polysemic character of the words;
Document classification
• In automatic document classification, the requirement is to
find all files which deal with a specific topic or
combination of topics.
• E.g. Bosnia and Herzegovina and New Mexico
• a semantic perspective is essential, with multi-word place
names also raising issues of grammatical analysis and
graphology.
E-commerce
• In e-commerce, the requirement is to enable users to
obtain data quickly and accurately about specific
products in online catalogues.
• E.g shampoo, David Crystal;
• The retail industry is keen to develop more customer-
friendly methods of interrogating online databases,
but finds it difficult to anticipate all the factors which
impede good communication
• Why did the problem arise?
Online advertising
• In online advertising, there is a primary requirement to
ensure that ads which appear on a website are
relevant, focused, and sensitive to the content of a
page.
• there are thousands of instances every day where this
requirement is not met.
• Companies are naturally upset when their ad agency
places their products on irrelevant pages or in
embarrassing locations. It harms their image and loses
them sales.
Comment on this examples:
• Advertising for a shot put alongside a story of a helicopter
shot down in Iraq.
• • Advertising for Trojan condoms alongside a review of the
movie Troy.
• Advertising for a DIY garden bridge alongside a
description of the card game.
• • Advertising for a French TV company (Canal Plus)
alongside a site about the Panama Canal.
Nastavak:
• Advertising kitchen knives alongside a news report about
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a stabbing.
Advertising trips to a country alongside a news item
reporting rebel fighting in that country.
Advertising cheap airline flights alongside a news report
of a plane crash.
Advertising a film alongside a review which says the film
is terrible.
Advertising cheap gas alongside a site about tours of
Auschwitz.
The focus on ambiguity
• the Internet situations do not take sufficiently into account
the ambiguity inherent in the use of language.
• There are two ways of resolving ambiguity, grammatical
and lexical, and both have potential for application.
Task: Tape the word charge and comment on the first
four hits you come across.
Comment on the provided examples:
• I ordered the troops to charge.
• I need to charge the battery.
• I’m going to charge him with an offence.
• The bank want to charge extra interest.
• We make a charge for delivery.
• They charge you for delivery.
• I have a charge card with me.
• charge – army, commander, order . . .
• charge – electricity, cable, battery . . .
• charge – crime, police, serious . . .
• charge – interest, cost, pay . . .
INTERNET APPLIED LINGUISTICS
PRACTICE
• p. 107-112
Homework
Task 1: Choose one of these three fields of ambiguity in
Applied Internet Linguistics, choose one word or a phrase
and analyze as it is done in the textbook.
• Search engine assistance
• Document classification
• E-commerce
• Online advertising
Task 2: Choose one of the aspects of Forensic Linguistics
and describe it illustrating it with an example, as we did it in
the class (107-112),
TERMIN PONEDELJKOM
VEŽBE
Needs Analysis (Metode prikupljanja
podataka i koraci u analizi potreba)