Transcript Can corporate language be taken as a standard in written

IATEFL BESIG
24th Annual Conference
Dubrovnik, 18-20 Nov, 2011
Tereza Matić Ivušić, BA
Senior Lecturer
University of Dubrovnik
E-mail: [email protected]
Can corporate language be taken
as a standard in written genres...?
or
Can newly created words and
expressions be officially used?
Newly created words (in corporate
lg.)
v
“Some newly created words are never
found in a dictionary, but they are used”
((D. Crystal, Oxford University Press
Conference, Zagreb, 4 Dec.2010)
What is corporate language?
Some interesting quotations:
v
“Corporate lg. is the only area in my whole
corporate experience that I truly dislike”
v
“Corporate language is so contaminated
with formulas, big words, and general
nonsense, that when you actually need to
express a genuine thought, you won't
know how to begin.”
Corporate language in corporate
communication
v
If language is a nation`s identity card,
corporate communication is a
corporation`s identity card.
What is corporate communication?
v
v
Corporate communication covers about a
dozen areas, including external (written)
communication.
The following two aspects of this, often the
most interesting, area are discussed:
a) business letters (still an intergral part
of business correspondence) and
b) advertising material.
Corporate lg. in business letters-positive and negative examples
v
Negative examples will be analysed first.
1. Letter layout: Company`s letterhead and logo
(design) are almost always more important than
the formatting.
2. Language: In Croatia, companies tend to use a
very “special” language, often unacceptable
from a linguistic point of view.
3. A strong influence of English.
(Cont`d)
v
Some basic principles for writing letters are not
met, and these include:
- a heading (usually left out);
- the letter is not concise ;
- the letter is incorrect (grammar,
punctuation, spelling);
- the letter is not personalised although the
recepient`s name is known.
(Cont`d)
v
v
The first group of handouts best
illustrates the above mentioned negative
examples in corporate written
communication.
Such examples can never be taken as a
communication standard although at least
well-known if not famous companies are in
question.
Further unacceptable
examples
Two big corporations, Erste Bank and TCom, use the following phrase (in
Croatian) in the opening line of their
answers to clients` letters:
English:
Croatian:
Further to your
N(n)astavno na Vaše
requirement/complaint pitanje/žalbu
v
(Cont`d)
v
Although Croatian, just like English,
abounds with such phrases, the said
corporations have introduced the
mentioned one, which sounds at least
strange.
Usual openings:
English:
Croatian:
Related to your...,
vezano za Vaš(e)... ,
In relation with your..., u svezi s Vašim... .
Advertising material
v
Corporations must be aware of the fact
that terms and expressions used in their
leaflets, brochures or cataloques are read
by a huge number of readers, many of
which will take the advertising language
for granted. Hence, such language is likely
to become a standard.
(Cont`d)
v
Mozaik knjiga , Croatian famous publisher,
send a whole pile of advertising materials and
letters to their clients every month. An
introduction by the Sales manager is being
analysed here.
v Since he addresses the reader on behalf of his
company., the 1st person singular should be
avoided: “...u katalogu koji sam pripremio za
vas” (.. In the catalogue I have prepared for
you); “Vjerujem da ćete naći... .” (I beleive you
will find...).
A strong influence of English
In the afore mentioned catalogue, the
following title appeares:
Najzanimljiviji prikaz povijesti ikada !
(The most important survey of history ever!)
In this example, the adverb of time cannot
occupy the final position, but the same has
become unavoidable in similar examples,
and widely, but not linguistically,
acceptable.
v
A strong influence of Croatian
v
v
Consequently, advertisements aimed at
foreign visitors to Croatia (Dubrovnik)
“suffer” under the influence of Croatian.
Can any non-Croatian speaking delegate
guess which error has been made in the
following example:
Save your time! Buy Dubrovnik card!
(The Dubrovnik Tourist Board)
A strong influence of Croatian
Save Your time!
Why is your spelled in capital Y?
What do students think...?
Many young people are not aware of the
position that business letters still occupy in
business correspondence.
v I asked my students to answer to the following
question: “ What proportions of business
v
correspondence do companies RECEIVE and
SEND by letter___, fax____ or e-mail__. ( New
International Business English, L. Jones, R.
Alexander, Cambridge University Press 2009,
p.15).
Can you guess?
v
What was the highest proportion of
business letters that my students
“received” and “sent”?
Unbelievable!
v
10% only!
Finally,
I would like to
Thank you
for your participation!