Transcript How to read with key words

Sentences
&
Maps
&
Readings
Sergio Pizziconi
Plan of the day
Baffa & Pennino
- Review
- A survey on made-in-Italy abroad
- Structured
lexicon
(clarification)
Plan
- Keys
- Relative clauses
- Your Projects
EXTRA-CLASS work:
Read Chp 2 cases 1 (AMWAY) and 5 (BIC) [MARK relative
clauses]
Keep on working on your CVs and cover letter [try to make the
sample letter in the text-book YOUR OWN letter]
Keep working on your project.
Review: Phonology 1/1
Vowels: exercises from /i/ to /a/ and from /u/ to /ɒ/ (lowering your jaw)
from /i/ to /u/ mind driven; puff of air (see IPA chart). // Where accent
falls is relevant: 1) OBject (n.) – obJECT (v.), 2) if lost, stress the first
syllable, you’re likely to sound right. // Stress movement
shortens/weakens previously stressed vowels (also in writing):
proNOUNce  pronunCIAtion // This Miss /s/ unvoiced These Ms. /z/
voiced// “gh” mute (though, thought) OR /f/ (rough, tough)
Review: Morphology 1/1
ADJ+lyADV; N+lyADJ // V+er N(s.o./s.t. does V) // To+N(and
most words)V (googleto google; wowto wow) // V + ance/ence
 N (differ+ence, perfom+ance) // Help+less
antonym help+ful //
Adj+ en  V (to make s.o./s.t Adj) //
Adj(max2syll.) + er  Adj (comparative: more Adj)
Adj(max2syll.) + est  Adj (superlative: most Adj)
BUT: good – better – best; bad – worse – worst //
Singular: Thesis, Analysis, Hypothesis, Axis /s/ unvoiced
Plural:
Theses, Analyses, Hypotheses Axes /z/ voiced //
Datum (sing.) Data (pl.)
Criterion, phenomenon (sing.) Criteria, phenomena (pl.)
Review: Syntax 1/3
Verbs: transitive Vs. intransitive (Direct object, Indirect object,
Oblique object)// passive Vs. active (mentioned)//
AUXILIARY verb for the perfect tenses (actually, aspect) ALWAYS
to have (e.g., Things have changed)
BUT: passive voice (e.g., Rules were changed by the CEO) or few
constructions (e.g., are you finished?) //
Phrasal verbs. Verb+ ADV or Prep. To bring about = to cause, to
engender (causare, determinare) //
Typical declarative sentence structure: Subj + Verb +…..
Typical negative: Subject + do/does/did + not+ V(base form)
Typical question: Do/Does/Did + Subject + V(base form)
N.B. When some sort of auxiliary is already in the sentence USE
IT instead of adding to do
Emphatic statement Subj +do/does/did +V(base form) //
What brings about unemployement? (what = SUBJECT)
What does unemployment bring about? (what = ????)
WRONG: I’m interesting in fashion
RIGHT: ????
Review: Syntax 2/3
Skoda is…, Italy/France/Japan is… [WITHOUT article] BUT The United
States of America, The United Kingdom, The Netherlands //
Once upon a time there was a small village in the country.
The village was… [see vignette below]
In light of (mainly US) In the light of (mainly UK) [see FOEs for
possessive case and article]//
TRANSITIVE: to raise (raised – raised); to lay (laid – laid)
INTRANSITIVE: to rise (rose – risen); to lie (lay – lain) (lying)
N.B.: to lie (to say something untrue) (lied – lied) (lying)
Review: Syntax 3/3
Syntax: Modal verbs: can, may, will, shall, must, could,
might, would, should + BARE INFINITIVE (without to)
Interrogative: MODAL + Subj + BARE INFINITIVE (must I go?)
Negative: Subj + MODAL + not + BARE INFINITE (I mustn’t
go, I cannot go OR I can’t go, I won’t go)
They do not take to before or after:
WRONG To may, to must, to could… WRONG
WRONG I can to go, you may to talk… WRONG
They do not take –s for 3° person singular
WRONG he cans do, she mays do… WRONG
They have no tense it’s a matter of distance from reality:
Next year, I am/will be/can be/ may be/could be/might be in the UK
I want TO focus/analyze
I would like TO focus/analyze
Review:
Pragmatics
1/1
Pragmatics: Do not pick on students or class fellows. //“See you
later.”// Language varies across jobs. //Think it over before saying
“No, this is wrong” Recommended: “Very interesting point/question.
Let me point out though that…” or some sort of hedging (softening
expression).// FORMAL: Dr. Pizziconi, your course is interesting
[NOT: his/her]. INFORMAL: Sergio, your course is interesting. {“On a
first name basis” “May I call you Sergio?”}.// How is it going? How
(are) you doing? What’s up? Wassup? Sup?  It’s always Good.//
Expectation of truthful statement. // Lag time between turns: When
asking for questions, wait for a longer time.// Greetings (see next
slide)//
Review: Pragmatics (Appendix)
Pragmatics:
Informal
Greetings
Intro
Parting after
first meeting
Sup?
Wassup?
What’s up?
How you doing?
How is it going?
“
Formal
How
are
you
doing
?
Good
morning/afternoon/e
vening
(very)
nice/glad/pleased to
meet you!
How do you do?
(very)
nice/glad/pleased
meeting you!
Review: Tools 1/1
Tools: www.thefreedictionary.com Also, the financial and legal
dictionaries within and the Idioms section. // Check for the frequency
of sentences googling them in quotes “……..” // Semantics of
prototypes //
Google advanced search: with pdf and site: .edu (US universities) or
.ac.edu (UK universities)
SUNECO’s library’s link to “online sources” (Open access journals)
FOEs 1/4
- Information (uncountable: much information NOT many
informations , NOT an information)
- Economy Vs Economics
- Security (against criminal actions) Vs Safety (against
dangerous actions)
- Across (time, space whether real or abstract) Vs Through
(space; means/tool)
- Frequent (a bar, a restaurant) Vs attend (a
course/program/school)
- I study English Vs I study the English language
- Aim/Attempt at (+ N; V-ing) OR to (+ V-base form)
- A + consonant sound! OR pronounced h : a house, a university
An + vowel sound! OR mute h: an unpredictable even, an hour.
FOEs 2/4
- I’m graduated FROM Aversa high school
I graduated FROM/AT Aversa high school
- Such as (listing examples) as (in the function of)
- Comparison and manner: As (+entire clause) like
(+noun)
- Wal-Mart is one of the largest employers in the US. In
fact it’s the largest (A dire il vero)
- Industry usually means productive sector. Plant,
factory (are the words for the place where things are
manufactured)
- When a word is not used because of its meaning but
as a word to be dealt with, mark it somehow: The verb
can expresses…; The verb “can” expresses…; The
verb can expresses
FOEs 3/4
• What’s wrong in the sentence below?
– Is more correct to use “may” to mean permission.
• You need a subject!
• Io sono d’accordo  I agree with+N/ to +Vbase form
(clause)…. [NOT: I am agree]
• A Facebook page is/isn’t useful to keep in touch [NOT
for to keep in touch]
• Possessive case:
The doctor’s house
Vs X Dr. Smith’s house
The consumer’s choice Vs The consumers’ choice
BUT The child’s toy
Vs The children’s toy
BUT X Giordano’s book Vs The Giordano book
FOEs 4/4 (charts)
•
•
•
•
•
•
•
•
•
Fall – fell – fallen
WRONG: his trend is regular
RIGHT: ????
ITA: media  ENG: mean (on average)
Price varies according to volume
WRONG: It is steadily for the first part
RIGHT: It is steady. It levels steadily. It is steadily high.
WRONG: After there is a slowly fall RIGHT: ????
WRONG: Before it varies
RIGHT: ????
PREPOSITIONS
IN June
ON May 23rd
April
May
DURING the month
June
AT the end
of June
Survey on made-in-Italy abroad
• A study by Walter Giordano, Laura Di Ferrante
and I (OR myself)
• 5 Italian products marketed abroad.
• Stage 1: survey on the qualities of made-in-Italy
products
• https://it.surveymonkey.com/s/LSWABC14
Structured lexicon
Structured lexicon
Structured lexicon
Structured lexicon
Keys: Sentences (Ben Sherman)
Looking good isn't important, it's everything
Keys: Sentences (Ben Sherman)
Looking good isn't important, it's everything
SUBJ
Keys: Sentences (Ben Sherman)
By getting the mix right, the company
ensures that its products reach the market
segment
it is aiming the brand at
Keys: Sentences (Ben Sherman)
HOW
By getting the mix right,
the company ensures
D.O.
that its products reach the market segment
it is aiming the brand at [the mkt segm.]
at which it is aiming the brand [the mkt segm.]
Keys: Sentences (Ben Sherman))
The key is to combine the ingredients to get
the right cake for the right occasion
Keys: Sentences (Ben Sherman)
The key is
ATT
to combine the ingredients
to get the right cake for the right occasion
WHY
Keys: Relative Clauses (Ben
Sherman)
… as far as the marketing mix is
concerned, it has got the balance right
Keys: Sentences (Ben Sherman)
On WHAT CONDITION
…as far as the marketing mix is concerned,
it has got the balance right
General structure of the sentence
Circumstances
Links within the text
Textual markers
On what condition?
Why?
(D.O.)
(I.O.) How?
S
(Att)
V
Where?
When?
About the relation between interlocutors
Refreshing
• What sentence constituent is the underlined
subordinate clause replacing?
– I think (that) you can do excellent projects
– Io penso che …
– Can you replace “that” (“che”) with “which” (“il/la/i/le quale/i”)?
• What’s the difference between the two uses of
“honestly” below?
– Honestly, I don’t think you can win the game
– I don’t think you can honestly win the game
Refreshing: Relative clauses
A Main Clause with
a Noun Phrase
A relative pronoun
A clause with a
missing element
A Main Clause with
a Noun Phrase
A relative pronoun
A clause with a
missing element
We have already sold the books
that
we received XXXX yesterday
We have already sold the books
that
XXXX were delivered yesterday
Refreshing: relative clauses
• Omitted relative pronoun:
– From AMWAY: These distributors sell to people they
know or meet.
• Whiz (omitted which and auxiliary to be):
– From BIC: Most large companies produce a variety
of goods and services XXX XXX designed to meet
customers’ needs…
• Fused relative pronoun:
– From BIC: This case study shows how BIC
understands product life cycles
Refresh: Relative clauses
• Try to figure out what the pair below has to do with
relative clauses:
Restrictive Vs Non-restrictive
The car that is parked in front of the department is
mine
My car, which is parked in front of the department, is
a FIAT
Sets of personal pronouns and possessive
Personal
Pr.
subject
I
you
he
she
it
we
you (all)
they
Personal
Pr.
Non-subject
me
you
him
her
it
us
you (all)
them
who
whom
Reflexive
Possessive Possessive
Adjectives Pronouns
myself
yourself
himself
herself
itself
ourselves
yourselves
themselves
my
your
his
her
its
our
your
their
mine
yours
his
hers
its
ours
yours
theirs
Possessive
My
Your
His
Her
Its
Our
Your
Their
Luke’s
car is affordable
mine
yours
his
hers
its
ours
yours
theirs
Tony’s
is expensive
MUSTs & MUST-NOTs
MINIMUM MUSTs
MINIMUM MUST-NOTs
• MUST rephrase
• MUST NOT copy and paste
• MUST cite sources
• MUST NOT hide sources
• MUST circumscribe
your scope
• MUST NOT write your
paper in the slides
MUSTs for
MUST-NOTs for
“GOOD/HARD WORK” “GOOD/HARD WORK”
assessment
assessment
• MUST carry out YOUR • MUST NOT just repeat
OWN analysis
what other scholars wrote
In-class activity
Explain the connection between Cheers’ intro and
AMWAY general strategy
3 lines: explain the connection between Sonic’s
campaign and BIC product life cycle strategy
TV Intro - Cheers (USA, 1982-1993)
https://www.youtube.com/watch?v=h1irjgfMC3A
Sonic premium beef hot dogs accents
https://www.youtube.com/watch?v=pWOzuvdZ6J8