STRATEGIE COMUNICATIVE E NEGOZIALI DI LINGUA INGLESE - PROF. AMANDA MURPHY (UNICATT) - 1 semestre 1 anno magistrale a.a. 2020-2021, Sintesi del corso di Inglese Commerciale

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Contents COMMENCEMENT SPEECHES: WHAT CS ARE AND HOW THEY WORK? ............................................................................... 2 Ethos, Pathos e Logos ........................................................................................................................................................................... 2 Speeches features by Glover: ................................................................................................................................................................ 4 Five canons: ...................................................................................................................................................................................... 4 Article: MARTIN SOLLY - ‘Giving the Graduates an Earful’: ............................................................................................................. 6 Questions and Answers - Meryl Streep Commencement Speech ........................................................................................ 7 Analysis David Foster Wallace’s Commencement Speech ................................................................................................... 9 NON-VERBAL COMMUNICATION ...................................................................................................................................................... 10 Video: Non-verbal Communication by Bill Roberts (Transcription) ................................................................................................. 10 Video: Cultural Proxemics. Personal Space. ....................................................................................................................................... 10 Video: Non-Verbal Communication “For the Bird” ............................................................................................................................ 11 Libro: Reading on Non-Verbal Communication → SPEAKING WITHOUT WORDS. ..................................................................... 12 CATCHING PEOPLE’S ATTENTION: SPEECHES ............................................................................................................................ 13 (video) The pleasure of poetic pattern ................................................................................................................................................ 13 (video) How to speak so that people want to listen | Julian Treasure ............................................................................................... 13 Prince Harry, Opening of 2018 Invictus Games. ................................................................................................................... 14 Chapter 9: Gettysburg’s Speech by Abraham Lincoln ......................................................................................................... 17 CATCHING READERS ATTENTION: EMAIL NEWSLETTERS and POSTER ............................................................................ 22 Linguistic features of Email newsletters. ........................................................................................................................................... 22 Reading Images: A grammar of visual design .................................................................................................................................... 26 5 TIPS FOR READING POETRY ALOUD ............................................................................................................................................... 29 R. B. CIALDINI, Influence, The Psychology of Persuasion, HarperCollins Publisher, New York, 2007 .............................. 30 Figures of Speech: Schemes and Tropes .......................................................................................................................................... 32 (TASK) King’s Speech, Duchess of York meets Lionel. ........................................................................................................................35 (TASK) President-elect Joe Biden's victory speech: ANALYSIS ........................................................................................................ 40 Ethos, Logos and Pathos THE GREAT SPEECH (GLOVEN) ................................................................................................................. 44 (TASK): POSTER/SLOGAN ......................................................................................................................................................................... 45 (TASK) POEM................................................................................................................................................................................................ 51 COMMENCEMENT SPEECHES: WHAT CS ARE AND HOW THEY WORK? Ethos, Pathos e Logos Ethos, pathos, and logos are modes of persuasion used to convince and appeal to an audience. You need these qualities for your audience to accept your messages. Ethos: your credibility and character Pathos: emotional bond with your listeners Logos: logical and rational argument Aristotle's rhetoric has three categories: pathos, ethos and logos = the three basic principles of rhetoric according to Aristotle. These three categories are considered to be three different ways of convincing an audience on a topic and so of fully winning the trust of the audience during, for example, a speech. Although each category is unique, mastering all three together helps to convince the audience to whom we are addressing our speech. - Pathos means 'suffering and experience' = According to Aristotelian rhetoric, this concept consists of the speaker's or writer's ability to evoke emotions and feelings in the audience. - Ethos means 'character, behaviour' = comes from the Greek word ethikos, which in term of morality, is the ability to demonstrate/show/display one's personality on a moral level. The aim consists in forming credibility and similarity with the audience. the speaker's task is to gain the audience's trust. The speaker has to speak to the audience as an equal: the audience should not have a passive role but an active one → empathy must be created, and people must feel as an active part of the speaker's arguments. Ethos is about convincing your audience that you are a nice person, good and also fair in term of morality. You have to convince that you are trustworthy, that the audience can trust your words. Ethos has to be established from the very beginning of your speech, otherwise the audience will not trust about what you’re saying. In fact, ethos is often established when you are introduced/presented: for example, you are introduced as an expert of that field. If you give a speech at an acting academy, you are presented as a great actor who has won a number of valuable awards, maybe you have worked with great Hollywood actors, and maybe you have been called because you are a very influential character for different reasons: loved by young people, or because you are also a great teacher. The audience has to respect the speaker because he/she will seem to be an expert on the topic. Ethos got 4 different features: -Trustworthiness and respect: the audience respects you if they believe what you say is true, especially due to the fact you’re an expert. The audience respects you if you win their trust and convince them. -Communication with the audience: Audience is more likely to be convinced by someone they can relate to: if there is empathy, there will be success. For example: the street sellers of kitchen accessories (vegetable cutters) convince the housewives to buy a product, working a lot on the life experiences perhaps of the housewives who is listening → and maybe highlighting that with that product YOU, that are a desperate housewife, will not have to work as hard as before, because after buying that product, you will finally be able to relax more on the sofa, especially with your husband. RESEARCH AND CREATE A DESIRE: as we’ve seen in Waterstones newsletter. -Authority: If the audience perceives that you are an expert, they are more likely to be convinced by your words. -Competence and reputation: Competence refers to your knowledge, you’re being an expert. Reputation refers to what the audience knows about your knowledge/competence about the subject. Style is the process of coming up with the actual words that will be used in a text. In writing, this canon is first approached in the drafting stage and continues in the rewriting stage. A political candidate uses a humorous metaphor in which she compares being in Congress to being in a zoo. A student revises sentences he wrote in the passive voice into sentences in the active voice. A defense attorney comes up with a witty line: “If the shoe doesn’t match, you must detach.” Memory is the process of committing a text to memory. Although this canon is not as applicable to writing as it is to oratory, there are still occasions when writers must memorize their texts in order to make the delivery (the fifth canon) more effective. Examples of memory: A political candidate rehearses her speech so that she doesn’t need to use a teleprompter or script. She is able to make eye contact with the audience and more effectively use body language. A student memorizes his paper (or at least the major points of it) so that he can deliver it at an academic conference without reading off the paper itself. A defense attorney memorizes the key points of her closing argument so that she can more effectively interact with the jurors. Delivery is the process of presenting a text to an audience. Like memory, delivery is less prominent in writing than in oratory; however, there are many occasions when writers must think of how to best deliver their texts. Examples of delivery: As she delivers her speech, a political candidate shows energy by speaking in a loud voice and pounding the podium with her fist. At an academic conference, a student walks around the room as he delivers his paper instead of standing behind the podium the whole time. During her closing argument, a defense attorney makes direct eye contact with each juror. Article: MARTIN SOLLY - ‘Giving the Graduates an Earful’: Identity and Interaction in Commencement Speeches 1. Introduction Commencement speeches (CS) are usually given during graduation ceremonies in North American universities. and are so called because after graduation, students are supposed to start a new life, the real life as adults and workers. For this reason, they are called commencement speeches and they are not given at the beginning of the university course. As actor Tom Hanks told Vassar graduates in 2005: "The main purpose of today is to celebrate your entrance into society". CS are given by leading figures from various fields of work, often famous: recent speakers at American universities include Bill Gates, Barack Obama, Steve Jobs, Tom Hanks, J.K. Rowling. Many important CS are analysed in every detail by experts and linguists. The aim is to identify how the speech is structured and organised in order to understand why the speech is so much able to convince the audience so well. The factors that are examined most are: their representation, their construction and their interactivity. 2. a literary genre? CS are certainly part of the well-known American tradition of great speeches by famous orators: Abraham Lincoln's, Martin Luther King's, Barack Obama's, for example. CS are often considered by linguists to be a sub-genre of great speeches. In reality, CS can be considered as a distinct genre as they have their own conventions, peculiarities and factors. For example, USA TODAY and the New York Times regularly report on CS, treating it as a separate and very significant genre. 3. methods and materials CS have obviously evolved over time, and this evolution has been carefully and extensively examined in detail. Usually, they are transcribed and when they are described, laughter and applause are present, but also pauses, noises from the audience and much more. 4.1 setting and content → CS are considered important moments of education because universities host experts and successful professionals who have to inspire and motivate young people. They are often transcribed or broadcast on various online platforms, thus becoming very famous speeches such as the one given by Steve Jobs at Stanford in 2005. However, CSs usually reflect the speakers' professional and disciplinary experience in both academic and working environments. - The topics and themes covered in CS can be of a varied nature and nowadays CS speakers have a lot of freedom of choice. 4.2 communication purposes -the orators purpose: Cs are also used by speakers to improve their image, since the academic context allows them to reveal different (even unexpected) aspects of their person. Indeed, CS offer speakers the opportunity to reach a wider audience. - the universities purpose: since CSs varies from host to host and from university to university, institutes usually want to increase their prestige inviting great personalities and expert for CS, to gain publicity and maybe even to get more funding from various sponsors. CS can be said to help build a university's identity. For example, La Cattolica hosted Jovanotti, or Giacomo (from Aldo Giovanni e Giacomo) etc. 5. the main features: - usually, the CS are performed in late May or early June - the first intention is to celebrate the graduation of students. - the cs are not too long: about 20 minutes, 30 minutes. - it’s about interactive speeches: even if the public does not intervene (‘ntərvein), rhetorical questions are asked, for example, and indirectly (for example through reactions or on an emotional level) the public is involved in the speech as if it were an integral part of it. - storytelling is often present in speeches: storytelling through personal life experiences or metaphors are really a right method. For example, David Foster Wallace's story of fish during the 2005 CS. - CS are a cross between spoken and written speech. = Cs are speeches delivered orally but the final product is the careful planning and revision of a speech that was first written by hand. - usually those who create the speech are not just one person, but they are several people: not only the speaker himself but experts such as linguists etc. In CS there are many autobiographical elements: - much use of the first person singular - the story of many personal anecdotes → personal storytelling - reference to one's university career: this is a typical move that we find in many CS. Among the stylistic features are: - repetitions, synonyms, examples. Repetition is fundamental for learning and memorization, for textual cohesion (it provides lexical and cognitive links between sentences and paragraphs). Furthermore, repetitions can play an emotional role: much used by Barack Obama in his speeches. The lexical choice is very important and behind it there is a hard and tiring linguistic work carried out by the best experts. Typical moves in CS: 1) personal anecdotes such as various references to his university career: Steve Jobs says he was not a good student, in fact he never attended university. Usually in this case the rhetorical rule of the number three is used: that is, three personal anecdotes are told (a life experience, a university experience, or a professional experience). 2) give advice: usually the task of the speakers is to motivate and inspire newly graduated students, so it is their job to provide them with advice and words of wisdom. 3) say goodbye to the public: usually this move is intrinsic, implicit, and highly interactive, which perhaps implies feedback from the audience such as laughter, applause, etc. Maybe the speaker congratulates the students and can even make a funny joke. Questions and Answers - Meryl Streep Commencement Speech 1. What are her strengths as a speaker? Quali sono i suoi punti di forza come oratore? Being an all-female college, Meryl Streep seems to be the perfect figure to speak at Barnard. Being a successful, hard-working woman, she knows what it takes for these girls to succeed. She claims that they are able to overcome every obstacle and achieve every goal. Within her speech, she reassures these young women through humorous examples of her own experiences. She makes a speech in very simple language, in fact it seems as if it's speaking a mother, an aunt or a grandmother. She talks about her experiences and her intention is to stimulate these young women. So her speech is emotional and through her friendly and empathetic way of speaking, she gets into the heart of the audience. She is an amazing actress that many people admire, so she and her experiences are a source of inspiration. 2. Which deliberate strategies do you think she adopts? Credete che utilizzi ripetutamente delle strategie? She laughs and smiles a lot, uses a lot of humour, touches her hair and seems confused. Sometimes she even seems to stutter, but on the contrary she has her speech ready. She gestures a lot. Often when she talks about her career the expression on her face seems bewildered and dissatisfied. So her speech seems very natural, but everything is organised. NON-VERBAL COMMUNICATION Video: Non-verbal Communication by Bill Roberts (Transcription) ➔ https://www.youtube.com/watch?v=vpPX70V_zIY Non-verbal communication is the use of body language, facial expression, and other forms of gestures to communicate. Babies naturally adopt this way of communicating before learning to speak. Non-verbal communication is the exchange of information without words. Body language and paralanguage are two important categories of non-verbal communication. Body language consists of a person's gestures, facial expressions (feiscial), and postures. Paralanguage refers to non-lexical components of speech such as pitch, intonation, volume, pauses, etc. The main difference between body language and paralanguage is that body language analyses the movements and poses of the entire body ≠ while paralanguage observes the non-verbal components of speech. Any non-verbal communication has as much meaning as a words speech has = for example, a pause in a speech can mean insecurity or hesitation, a high tone of voice and a frowning (corrucciato/adirato) facial expression can mean anger and disdain. → Among the gestures we include a shrug (alzata di spalle) which can indicate indifference, ignorance or other. → Leaning forward (sporgersi in avanti) or better REACHING OUT TO SOMEONE (protendersi verso qualcuno) indicates interest or crossing your arms indicates disinterest. →a correct posture, the typical military posture with straight shoulders, puffed out chest and aligned (allain) legs, the so-called “upright posture” indicates confidence while low shoulders can indicate unconfidence and low self-esteem. → Eye contact, also and for example, has a thousand meanings: maintaining eye contact with a person implies security and perhaps the desire to overwhelm, while those who cannot maintain eye contact show extreme insecurity and discomfort. Non-verbal communication is something that is very culturally related: some Asian cultures consider it rude to maintain eye contact for a long time. The style of dress, hairstyle, jewellery items also provide non-verbal information so they are absolutely part of non-verbal communication. Video: Cultural Proxemics. Personal Space. ➔ https://www.youtube.com/watch?v=4OFAm-VHATw Personal space is a private, intimate, and exclusive territory that no one can invade, unless you have permission. Robert Sommer in 1969 stated that personal space is a limited area (a red zone). If people get in your personal space they can disturb/bother you or otherwise please you: it depends on the culture, the context, on the person you are dealing with, the relationship you share with them. Usually, people only allow their relatives/their dear ones to invade their personal space. → Personal space usually measures from 0 to 20 inches (incis), so about fifty centimetres. If a person you don't know (or don't like very much) suddenly hugs you, kisses you, or keeps touching you, this behaviour may bother you IF you don't desire this person to get that close to you. → 4 feet away means the right social distance (one and a half meters more or less). → While from 4 feet to 12 feet (therefore from 2 to 5 meters) it is the public social distance (for example: teacher in the classroom explaining to his students). According to Robert Summer, there are behavioural mechanisms that people adopt during a conversation which involve INVADING or MOVING AWAY from one's intimate personal space, there are obviously clear reasons behind it: this leads to an improvement or worsening of the conversation. Personal space interactions are actually eight dimensional. What does it mean? There are: the volume of the voice, the eye contact, the smell, the touch, the position of the body, the typical encouraging distance between people3. According to a study conducted in 2009: personal space is like a bubble that we create around us but which more than anything else is the amygdala, located deep in our brain, that create this red zon as a matter of fear and self-defence. Often if the amygdala is damaged, people are not aware of what is the intimate personal space: So, they invade it frequently or it happens the contrary. Personal space is strongly linked to a cultural question. For example, in Asian countries, on public transport if a gentleman falls asleep on your shoulder is not considered an invasion of your personal space. On the other hand, this behaviour in New York could cause a lot of disturbance. In France, however, public transport is very crowded and also in their culture there is a greater inclination for physical contact, so it is more tolerant tolerating the personal space’s invasion. In Germany, on the other hand, social distances are more severe and more respected. Same for British people, they are not so likely to to physical contact. Video: Non-Verbal Communication “For the Bird” ➔ https://www.youtube.com/watch?v=ihKXQbYeV5k Proxemics is the science that studies personal space or social distances as a communicative fact; the psychological study of the possible meanings behind any kind of distance that is created between men when they interact or not. In the video For the Bird, an expert language shows us the non-verbal communication present in a Pixar short film, whose characters are cartoon birds. There are two birds on a telephone wire: one wants to sleep in peace while the other opens its wings and annoys the first bird as it invades its territory. Other birds arrive coming close to the first, annoying him more. They start bickering with each other. At a certain point, another bird enters the scene: it's bigger, funny and goofy. The physical aspect is already a communicative act, as it voluntarily or involuntarily communicates something. The little birds, who consider themselves different from the big and goofy bird, assume a different behaviour towards it: someone is scared, someone is suspicious, someone else is angry. All of this is evident from their facial expressions and their bodily movements. At one point, a particular bird comes to the scene. His facial expression shows anger and if you pay attention, you can see that his beak is ruined. This means that he often uses his beak to hit something. In fact, this angry bird begins to hit the big bird with its beak to make it go away. The other birds imitate him, and they too begin to peck at his paws. Others have fun and laugh, others cheer on encouraging him. At one point, a little bird realizes that the big bird is also attached to a wire and that if they keep hitting it and it flies away, the telephone wire will turn into a sling for them. Then the little bird asks them to stop. But the sling effect happens anyway. 3 (the typical encouraging distance between people: when a person wants to win your trust, he approaches cautiously and invades your personal space to show you that he is not an enemy. For example: a guy wants to meet a girl in a bar and slowly and respectfully can invade her personal space, until he ends up joining her and engaging in a more intimate conversation). Libro: Reading on Non-Verbal Communication → SPEAKING WITHOUT WORDS. Taken by: Beyond Language: Cross-cultural Communication di Deena R. Levine, Mara B. Adelman, Prentice Hall Regents, 1993. https://icatt.unicatt.it/bbcswebdav/pid-2968720-dt-content-rid- 46166201_1/courses/2020-UEN533 04445/Reading%20On%20Non%20verbal%20communication%20_Beyond%20Language. pdf - non-verbal communication can be misunderstood, especially when you belong to different cultures. Between different cultures, even just expressing sadness or anger is different. The Arabs express feelings openly such as pain, they speak loudly ≠ while in Japan it is hidden as in Asian cultures it is not a good thing to show the emotions that make us more vulnerable such as sadness or happiness. Non-verbal behaviour can be considered polite or rude depending on the culture. For example, burping at the end of a meal in Asian culture shows that the person has enjoyed his meal. In Italy, burping is considered crude and rude behaviour. - non-verbal communication got serious consideration in science only in 1960. - studies have shown that more than 90% of the meaning of a message is conveyed by non-verbal communication such as tone of voice, non-verbal expressions, body movements, social distance etc. And only 10% of the meaning is given by the words. - Our faces show feelings, but we shouldn't try to "understand" people from another culture by “reading” them as if they were from our own culture. The fact that members of one culture, for example Asian, do not express their emotions as openly as members of another do not mean that they do not feel emotions. - eye contact is extremely important: if there’s no eye contact or if there’s too much eye contact, it can ruin relationships. Between lovers, eye contact indicates intimacy. Like any behaviour, eye contact also has rules that must be respected and that change from culture to culture. In the United States, especially in the south, it is normal to make eye contact with another person, smile and maybe even greet politely when walking. - personal space, our comfort red zone, that we create for ourselves, is like an invisible wall built for self-defence and which, if crossed/passed, can bother us or please us, depending on people, the context, etc. According to the usual stereotypes: Latin Americans and Arabs tend to invade personal space more easily unlike Germans and Brits. The same difference is found between northern Italians and southern Italians, the former considered colder than the latter. The amount of space changes depending on the nature of the relationship. For example, we are usually more comfortable being closer to family members than to strangers. Personality also determines the size of the area we feel comfortable with when talking to people. Introverts often prefer to interact with others at a greater distance than extroverts. Cultural styles are also important. He uses positive examples: service and dedication and then uses a TRICOLON with strength, honour and optimism. Every time he wants to highlight a message, he pronounces the words in a slightly higher and more decisive tone of voice. ANZAC is the acronym by which the Australian and New Zealand Army Corps is known. It was part of the British Mediterranean Expeditionary Force during the First World War. So at this point we know that the country they are in is Australia. So much has rightly been made of my grandmother’s generation who endured the horrors of the Second World War and then rebuilt a world order around freedom and tolerance. The legendary bravery and resilience of the Aussie digger — to this day — commands respect and admiration. And the efforts of your soldiers to defend this nation and support your allies in theatres from the Kokoda Trail, Vietnam and Korea, to Iraq and Afghanistan, have been outstanding. The values that define this country’s services — courage, endurance, mateship, sacrifice — are an example to all. But if we’re being honest, we know that in many nations, the place of our men and women in uniform became too often undervalued in the decades after the Second World War. The sacrifice and character of our troops never changed, but society’s recognition of them too often wavered. W. H. Downing, in Digger Dialects, a glossary of words and phrases used by Australian personnel during the war, says that Digger was first used to mean a New Zealand or Australian soldier in 1916. It appears to have become popular among New Zealand troops before being adopted by Australians. As soon as he names Aussie digger the audience starts to applaud and feel involved because he is using colloquial language and complimenting them. After that he begins to list a series of values: courage, endurance, mateship, sacrifice. When he then pronounces this sentence "But if we're being honest, we know that in many nations, the place of our men and women in uniform became too often undervalued in the decades after the Second World War", he does so because it's a common opinion that he seems to share and so when he talks about it he wants to create a link with the audience that thinks in this way, he wants to show "I think the same way as you". But that has changed. A new generation — the Invictus generation — is defining what it means to serve. And we are all taking notice. The Invictus generation has chosen to serve their countries in conflicts that are complex and dangerous and far too often this dedication goes unrecognised. They have reminded us all what selfless duty really looks like. With the help of medical science, the Invictus generation has not only survived injuries that in past conflicts would have been fatal, but has also chosen to fight back from the darkest of places to be here tonight. They have shown us the true meaning of resilience. When they have been open about their hidden emotional and mental wounds, the Invictus generation has shown us that in today’s world being tough means being honest about how we feel — both inside and out. When they have taken to the tracks, fields and pools in London, Orlando, and Toronto, the Invictus generation has exemplified sportsmanship, bravery and world class athleticism. They have shown us all that the most difficult challenges can be overcome. When the families and friends of our competitors have lifted them up, overseen their recoveries, and cheered them across the finish lines, the Invictus generation has redefined what shared sacrifice means. They have reminded us all of our duties to each other — to support our mates, to serve our communities, and to respect those closest to us and those whose stories we will never know. He repeats several times the invictus generation followed by a list of factors: the values of these people, the wounds they had to suffer for their homeland, the misadventures in which they participated. Then he values the medical science that has enabled them to carry on with their lives with more than dignity. So it creates both pathos and ethos: pathos because of people's lives, while ethos because it speaks of what medicine has succeeded in doing. And when all of us have watched the Games on TV or in the stands, we too have become part of the Invictus generation. We have learned to reject pessimism and cynicism. We have allowed ourselves to be inspired. And we have shared in moments of hope, joy, and triumph that have served as an antidote to the narrative of division and despair we too often allow to define our era. So when all of you compete over the next week, remember that you do so, not just for yourselves; not just for your families; not just for your nations. You are competing with different flags on your chest, but you are competing together for one Invictus generation. You are the unconquered generation. You are the optimistic generation. You are the new generation of service and you are the role models to us all. And you are going to put on one hell of a show over the next week. Now before I close, I want to say something directly to our hosts, the people of Australia. First of all, thank you for the welcome you have given Meghan and I over the last few days. I have been so proud to be able to introduce my wife to you and we have been so happy to be able to celebrate the personal joy of our newest addition with you all. But now I have a mission for all of you Aussies. And it’s not how many shrimps you can put on the barbie! Our competitors have made it to these games, most of them travelling from many thousands of miles away. It’s your job to cheer them on and share their stories. It’s your privilege to watch in the stands or with your friends and families around the television. It’s your responsibility to make sure your children know how amazing these guys and girls really are. Be inspired. Get excited. Allow the example of service and determination you will see, to change something big or small in your own lives. Show the world what Game On, Down Under really means. Australia — let’s show the world how it’s done.” Here he creates pathos by saying how inspired we must be by this generation. He also uses the term You several times. And then he gives thanks for allowing him and his wife to be there with them. He says how proud he is. Chapter 9: Gettysburg’s Speech by Abraham Lincoln «Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this. But, in a larger sense, we cannot dedicate -- we cannot consecrate -- we cannot hallow -- this ground. The brave men, living and dead, who struggled here, have consecrated it, far above our poor power to add or detract. The world will little note, nor long remember what we say here, but it can never forget what they did here. It is for us the living, rather, to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced. It is rather for us to be here dedicated to the great task remaining before us -- that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion -- that we here highly resolve that these dead shall not have died in vain -- that this nation, under God, shall have a new birth of freedom -- and that government of the people, by the people, for the people, shall not perish from the earth.» 3-4 novembre\Gettysburg_by_Britton.ogg.mp3 TRADUZIONE: «Or sono ottantasette anni che i nostri avi costruirono su questo continente una nuova nazione, concepita nella Libertà e votata al principio che tutti gli uomini sono creati uguali. Adesso noi siamo impegnati in una grande guerra civile, la quale proverà se quella nazione, o ogni altra nazione, così concepita e così votata, possa a lungo perdurare. Noi ci siamo raccolti su di un gran campo di battaglia di quella guerra. Noi siamo venuti a destinare una parte di quel campo a luogo di ultimo riposo per coloro che qui dettero la loro vita, perché quella nazione potesse vivere. È del tutto giusto e appropriato che noi compiamo quest'atto. Ma, in un senso più ampio, noi non possiamo inaugurare, non possiamo consacrare, non possiamo santificare questo suolo. I coraggiosi uomini, vivi e morti, che qui combatterono, lo hanno consacrato, ben al di là del nostro piccolo potere di aggiungere o portar via alcunché. Il mondo noterà appena, né a lungo ricorderà ciò che qui diciamo, ma mai potrà dimenticare ciò che essi qui fecero. Sta a noi viventi, piuttosto, il votarci qui al lavoro incompiuto, finora così nobilmente portato avanti da coloro che qui combatterono. Sta piuttosto a noi il votarci qui al grande compito che ci è dinnanzi: che da questi morti onorati ci venga un'accresciuta devozione a quella causa per la quale essi diedero, della devozione, l'ultima piena misura; che noi qui solennemente si prometta che questi morti non sono morti invano; che questa nazione, guidata da Dio, abbia una rinascita di libertà; e che l’idea di un governo del popolo, dal popolo, per il popolo, non abbia a perire dalla terra.» (Traduzione italiana del discorso di Gettysburg riconosciuta dalla Biblioteca del Congresso di Washington) CONTRASTING PAIR: blue (e.g. died in vain) Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battle-field of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this. BIBLE + DECLARATION: Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. BICOLON: RED (e.g that nation, or any nation ) TRICOLON: GREEN (e.g. we can not dedicate -- we can not consecrate -- we can not hallow -- this ground) TRICOLON + CONTRAST: The world will little note, nor long remember what we say here, but it can never forget what they did here CONTRASTING PAIR: blue (e.g. died in vain) BIBLE + DECLARATION: Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. BICOLON: RED (e.g that nation, or any nation ) TRICOLON: GREEN (e.g. we can not dedicate -- we can not consecrate -- we can not hallow -- this ground) TRICOLON + CONTRAST: The world will little note, nor long remember what we say here, but it can never forget what they did here CONTRASTING PAIR: blue (e.g. died in vain) BIBLE + DECLARATION: Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. BICOLON: RED (e.g that nation, or any nation ) TRICOLON: GREEN (e.g. we can not dedicate -- we can not consecrate -- we can not hallow -- this ground) TRICOLON + CONTRAST: The world will little note, nor long remember what we say here, but it can never forget what they did here CONTRASTING PAIR: blue (e.g. died in vain) CATCHING READERS ATTENTION: EMAIL NEWSLETTERS and POSTER Linguistic features of Email newsletters. Since there is both written and spoken language, communication strategies do not only apply to the spoken word but also to the written word. Certain emails are intended to capture your attention, so every component of them has to be persuasive. An example are newsletters. We examined the newsletters of Waterstones4, a large bookshop chain in the UK. In order to understand all the communicative strategies in newsletters, first we must examine the grammatical structures: these aim to attract the reader's attention. The first sentence we are looking for is "to put under the Christmas tree". Here the customer is a member of the Waterstones community and we are referring to a specific situation: it is Christmas time, and someone has not yet shopped all the presents. THE INTENTION OF THIS EMAIL: THE NEWSLETTER OFFERS YOU A SUGGESTION. How? First it suggests a problem, with which the reader can identify (which is usually always the case), then it offers you a suggestion (it suggests which gift to give), or rather, it offers you a solution. This strategic scheme (skim) is called PROBLEM-SOLUTION: it is a communication strategy widely used in the advertising world. this strategy in grammatical terms is delivered through IF clause. But what exactly happens on a psychological level? You don't have a problem. But the fact is that you are not thinking about the problem you actually have. The email confronts you with the problem and you remember that you have this problem. In this case, you did not give gifts to everyone and you were not thinking about it. After reading this newsletter, you start to think about it and think "ah but maybe I should give my brother a present etc.". In the meantime, Waterstones has already found a solution for you: give a book as a present. 4 The difference with Penguin: Penguin is a book publisher and not only that, but Waterstones is part of the big Feltrinelli-type shopping mole, in fact normally a Waterstones shop also offers a kind of air-café where you can sit and read a book. excitement. the sentence anticipates these emotions and that is why it sells well. -Join us is an order inviting people to join in their fun, because it anticipates a guaranteed fun. -In the sentence in the image, we find the verb celebrate immediately followed by the adjective exceptional, so we also have new talents. All of these words are super positive and super suitable for those who buy for children or for children themselves. what is done here, consists of: - at the beginning there is an alliteration - there is the fact of using a question right after "dear reader". - here we have the idea that the winner has something to discuss in a friendly and playful conversation. use the lively aglet. - it is interesting the passionate discussion they talk about. then they use adjectives like spectacular, celebration, special, drum roll, sincere and more. Reading Images: A grammar of visual design Gunther Kress and Theo Van Leeuvwen (2001) Since we are in the modern era, also called Visual era, when we talk about persuasive communication we can no longer think only of words but also of non-verbal communication and also about images. If well chosen and used, images can play an important role, indeed a leading role as regards persuasive communication: for example, in advertising. We can call the persuasive language of images as a pictorial visual strategic language = as well as all the communication strategies that we have analysed during the course also the images, if placed within a certain context, they can be analysed in a similar way → for this reason, we have taken into consideration the words of Gunther Kress and Theo Van Leeuvwen. ➔ Multimodal analysis examines the different ways that people use to communicate with each other and to express themselves = this because humans, in order to communicate, use different means: multiple channels and ways of expression → between the multiple channels we find the TEXT. So, multimodal analysis examines the text and examines how a text lives, how does it exploit space, what structures are inside it and what images? So, when we examine a text, we do not only analyse words but also the space that this text exploits and also the space around the text where can we find images. ➔ Writing and images as discourse. WRITING is an alternative way to make a speech →the text is a written speech and images provide a visual speech  since speech has the intent to convey a message, this happens through images. → the images have 3 half functions described by the linguist 5in his language model called systematic functional linguistics = the three functions are: ideational, interactional, and textual. Let’s see in what they consist of. • Ideational because through language, I express my ideas. • Interpersonal because through language I interact with people. • Textual because through language, I encode messages. In order to describe a way of communication, we have to take into account the message, its content, the actors who transmit it, the actors who receive it and the form. The form and content of a message has to do with grammar and its structures: grammatical structures are not just rules to be followed in order to communicate correctly, but grammatical structures are a means of representing models of experience and allow human beings to construct a mental image of reality, given then by their own human experience. The choice of grammatical classes and the choice of semantic structures are an important task performed by experts within pictorial visual communication, such as advertising agencies. Visual Design: the branch of Industrial Design that deals with the design of graphic and multimedia products. The aim of visual design is communication through images, functional for the dissemination of a message or information. 5 Michael Alexander Kirkwood Halliday, often M. A. K. Halliday, (Leeds, 13 April 1925 - Sydney, 15 April 2018) was an English linguist. Creator of the "Systemic functional linguistics" (SFL) model on which "Systemic functional grammar" is based. His main areas of research are the theory of intonation and prosodic phenomena, grammar theory (in particular, theme and transitivity), language development in children, text linguistics and register variations, applications of linguistics in education and the study of artificial intelligence. According to Kress and Van Leuvwen: In language, action verbs make it possible for us to realise the message in mental images. In images, on the other hand, what enables us to realise a mental image are called VECTORS. As far as images are concerned, Visual Design comes into play, which changes from culture to culture. For example, since in Western culture people write from left to right and read from top to bottom, information will also be arranged and organised hierarchically in this way. Visual Design performs two functions: 1) the ideational function allows us to represent the world around us and within us, 2) while the interpersonal function enacts social interactions. Through an advertisement, we communicate something to the world, the message is intended for a specific target group and is conveyed within a specific social context. Visual design also has its own grammatical structures = which are called SOCIAL SEMIOTICS. Semiotics is the science that studies signs, their meaning and their interpretation. Social semiotics relates society to signs. A person is a member of a society is a person who signifies, expresses meanings and through these acts of signification social reality is created, kept in good order and continually reshaped. Back to verbs and vectors: Action verbs describe actions. We have many types of verbs: like modal verbs. Vectors are like arrows, which take you in one direction. For example: here the image is static, it doesn't move. Yet here the movement is something indicative and conceptual. First of all, there is a narration behind this image: people are looking in one direction, some have binoculars in their hands, in the centre of this group is a telescope pointing upwards, and the gaze of these people is also pointing upwards. In this way the image gives us a movement: the people are looking at the sky, towards the stars. This means that something is happening in the sky. Images tell a story: - Narrative processes or action processes: the participants in the picture, the actors, who can be animate or inanimate things, suggest the vectors, i.e. the actions, which aim to create a story and thus provide us with mental images. R. B. CIALDINI, Influence, The Psychology of Persuasion, HarperCollins Publisher, New York, 2007 What is the intention of this book? Cialdini explains the basics of Behavioural Economics, of which Communication and Negotiation Strategy really takes part in. In the book Influence, Cialdini identifies 7 influential keys of persuasion. They are: Weapons of Influence (aka the reason why), Reciprocation, Liking, Authority and Scarcity. 1) Weapon of influence or Powerful Justification: To be successful when you has to make a request, you have to provide a reason and make it valid. For example: "Can I use the copy machine before you? I am very late, and my boss will kill me if I am not back in 5 minutes". Such a request is successful 95% of the time out of 100, compared to when the request is made without providing any valid reason. In the latter case, the request is not enough and only 60% out of 100 are successful. Rule: If you show your product's potential to customers, they will prefer it to others, to those products to which you have not given any extra likely explanation. They will prefer the product whose potentials you have specified even if it costs much more than the others. 2) Recognition: This is all about social obligations: humans hate being in debt to someone, even if it is a small debt. If you have done a favour, even a small one, to another person, they will usually feel forced to respond, to owe you a favour in return. This is used in communication strategy. For example: at a charity fair, a little girl offers a flower as a gift at the entrance. Some people refuse the flower. Afterwards, social pressure pushes the person (the one who refused the flower) to donate a higher amount than he/she thought because he/she feels guilty for refusing the flower. Rule here consists of showing the most expensive product first (or do a big favour: a gift, a free product), wait for the proposal to be rejected, follow up with a smaller request and that will be accepted with more pleasure and approval. → Quote: 'if you want a kitten, ask for a pony first'. 3) Commitment and consistency: Humans always want to remain coherent/stable about their commitments/responsibilities/duties. So, for example: If an interviewer asks people in the street if they will vote and they say yes, giving in addition a good reason about voting, these people will feel more committed afterwards. So, they will vote because they feel they have to. Tip: It is good to write down and evaluate our goals (i. e. find a job), so that we have a better chance of achieving them because since we wrote them down, we feel we have to pursue our duties. 4) Social proof: this chapter explains how much people are influenced by what others do: e.g., at an event or in an unfamiliar situation, we turn to others for obtaining more information and we trust them. Also, because if these people, you are asking information from, find in your same place, perhaps they are like you, so you can trust them. 5) Lover: we are more likely to accept requests from a person we like, rather than those from the person we dislike. Studies have shown that humans tend to unconsciously attribute qualities such as talent, kindness, honesty, and intelligence to attractive people or better to people we like. For example, during elections, data showed that the more candidates attractive are the more they received votes, than less attractive rivals. In addition, we like people who are like us, those who share our views, interests, beliefs, and values. Often making the other person believe that they share the same values and interests is used as a communication strategy in sales. Joe Girard was awarded as the number one car and truck salesman: his formula for success was simple as it consisted of a fair price and his key tactic was to use compliments. He complimented not only his customers but also his former customers. He would send personalised greeting cards at Christmas, Easter, New Year's Eve, etc. also to his former clients. 6) Authority plays a key role in persuasion. the bigger and more powerful the authority, the more the person feels compelled to follow orders. Studies have shown that there is a 15% daily error rate in hospitals because nurses and doctors rarely defy their superiors, making even the most lethal or bizarre requests. A social example: a policeman stops a person in the street and asks him to give a few coins or help a beggar at the kerbside. In this case, the person almost immediately obeyed the order, unlike when it was a normal person asking for it. Figures of Speech: Schemes and Tropes BY JANICE CAMPBELL · PUBLISHED MARCH 7, 2017 · UPDATED MAY 11, 2017 Schemes and Tropes Schemes and tropes are figures of speech, having to do with using language in an unusual or “figured” way: Trope: An artful deviation from the ordinary or principal signification of a word. A trope uses a word in an unusual or unexpected way. Scheme: An artful deviation from the ordinary arrangement of words. A scheme is a creative alteration in the usual order of words. Kinds of Tropes Trope: An artful deviation from the ordinary or principal signification of a word. Reference to One Thing as Another ▪ Metaphor Reference to one thing as another, implying a comparison. ▪ Simile Explicit comparison of one thing to another. ▪ Synecdoche A whole is represented by naming one of its parts. ▪ Metonymy Reference to something or someone by naming one of its attributes. ▪ Personification Reference to abstractions or inanimate objects as though they had human qualities or abilities. Wordplay and puns ▪ Antanaclasis Repetition of a word in two different senses. ▪ Paronomasia Using words that sound alike but that differ in meaning (punning). ▪ Syllepsis Using a word differently in relation to two or more words that it modifies or governs (sometimes called zeugma). ▪ Onomatopoeia Use of words whose sound correspond with their semantic value. Substitutions ▪ Anthimeria Substitution of one part of speech for another. ▪ Periphrasis Substitution of a descriptive word or phrase for a proper name or of a proper name for a quality associated with the name. Overstatement/Understatement ▪ Hyperbole Use of exaggerated terms for emphasis or effect. ▪ Auxesis Reference to something with a name disproportionately greater than its nature (a kind of hyberbole). ▪ Litotes Understatement used deliberately. ▪ Meiosis Reference to something with a name disproportionately lesser than its nature (a kind of litotes). (TASK) King’s Speech, Duchess of York meets Lionel. Video watched during the lesson: Henry V (2/3) Once More Unto the Breach (1989) HD https://www.youtube.com/watch?v=VOOZDO5KDv46 Non-verbal communication is the use of body language, facial expression, and other forms of gestures to communicate. Non-verbal communication is the exchange of information without words. Body language and paralanguage are two important categories of non-verbal communication. Body language consists of a person's gestures, facial expressions (feiscial), and postures. Paralanguage refers to non-lexical components of speech such as pitch, intonation, volume, pauses, etc. The main difference between body language and paralanguage is that body language analyses the movements and poses of the entire body ≠ while paralanguage observes the non-verbal components of speech. Any non-verbal communication has as much meaning as a words speech has. Closley related to the culture. Personal space is a private, intimate, and exclusive territory that no one can invade, unless you have permission. Robert Sommer in 1969 stated that personal space is a limited area (a red zone). If people get in your personal space they can disturb/bother you or otherwise please you: it depends on the culture, the context, on the person you are dealing with, the relationship you share with them. → Personal space usually measures from 0 to 20 inches (incis), so about fifty centimetres. Personal space is like a bubble that we create around us but which more than anything else is the amygdala, located deep in our brain, that create this red zon as a matter of fear and self-defence. Often if the amygdala is damaged, people are not aware of what is the intimate personal space: So, they invade it frequently or it happens the contrary. Personal space is strongly linked to a cultural question Proxemics is the science that studies personal space or social distances as a communicative fact; the psychological study of the possible meanings behind any kind of distance that is created between men when they interact or not. 6 The King's Speech is a 2010 movie directed by Tom Hooper. The film is inspired by a true story because the plot is about the stuttering problems of King George VI and his relationship with logopaedist Lionel Logue, who had him under treatment. The speech mentioned is the king's announcement to the nation of the declaration of war to Germany and the consequent entry of the United Kingdom into the Second World War. Lionel George Logue (Adelaide, 26 February 1880 - London, 12 April 1953) was an Australian scientist and logopedist. He was awarded the title of Commander of the Victorian Royal Order (CVO), and became known for his treatment of the stuttering of British King George VI. The Duchess of York became the true tutor of Prince Albert, helping him in the composition of his official documents, also introducing him to Lionel Logue, an expert in speech therapy of Australian origin. The Duke often practiced breathing exercises to improve his speech and eliminate the stuttering he suffered from. As a result, the duke put himself to the test in 1927 with the traditional opening speech of the Australian federal parliament, which was a success and allowed the prince to speak with only a small emotional hesitation. Extract from “The King’s Speech” Speaker s What they say or do: Body language; non-verbal communication [the duchess walks into the room] She walks slowly, she takes one step after another with hesitation, she doesn't make any noise, she seems very fearful. In addition, she looks around half frightened and half intrigued by her surroundings. D Hello? Is anyone there? She says hello and raises her voice to be heard but continues to seem very hesitant. L I’m just in the loo The doctor is at the bathroom and he answers her by raising his voice. She gets scared and when she hears the toilet flush, she seems shocked, embarrassed and at the same time annoyed by his attitude. [at this point she moves away from the point where she was standing] PERSONAL SPACE: -She moves away maybe because she was near the loo. In this way she places enough distance between her and the doctor who will come out of the bathroom and who will have to pass right by the place where she was standing. -She looks around. she is nervous and embarrassed. L Oh Mrs. Johnson there you are. The doctor welcomes the patient in a sunny simply manner, continuing to dry his hands in the towel. In the meantime, she turns towards him and looks at him with caution and distrust. She looks classy and frowns. L Sorry, I do not have a receptionist. “I like to keep things simple, poor and content is rich and rich enough”7 The doctor starts walking towards her, trying to use narrative examples. He quotes Shakespeare with an ironical tone. He is about to invade her personal space = proximity 7 “Poor and content is rich, and rich enough; But riches fineless is as poor as winter To him that ever fears he shall be poor;– Good heaven, the souls of all my tribe defend From jealousy!” ― William Shakespeare, Othello D Sorry? The Duchess is confused. We can notice it by her facial expression. L Shakespeare! How are you? He comes up to her and extends a hand to her, waiting for her to shake it. He has now invaded her personal space. But he is not yet in her intimate space. But he makes a huge mistake because British royal protocol forbids any handshake. Yet many have made the mistake, such as Trump himself. The Duchess gives a bad look at his hand and at the short distance between them. But the he gives him back the handshake. D How do you do? She answers with another question. She is very reluctant to that physical contact. She holds her arms around her body in a pose that should inspire confidence but in fact, in doing so, it just shows that she is nervous and hesitant. In the end, she will shake his hand with extreme hesitation. L Oh, chuffing alone. Now, this is slightly awkward… The doctor begins the sentence by looking at the floor, perhaps because he is not sure what he is about to say. L …but I am afraid you are late. He looks at her raising his eyebrows and opening his eyes wide, making it clear that he is annoyed by her being late. He even points his finger at her. (wrong attitude with a Duchess but he does not know who she actually is) But his attitude is friendly and funny like that of an uncle. He seems that he is talking to a child. Then he immediately moves to his office. D Yes, I’m afraid I am She admits that she is late and seems quite astonished and at the same time somewhat annoyed that the doctor (a man inferior to her) noticed that she was late for the appointment. L Where is Mr Johnson? The doctor asks this question in a tone that seems a bit accusatory. D Ah! He doesn’t know I’m here She understands the accusation, she knows she's guilty. She first lowers her chin, then turns her eyes and (TASK) President-elect Joe Biden's victory speech: ANALYSIS Read the full text of Joe Biden's speech after historic election - ABC News (go.com) This task consists of watching Joe Biden's victory speech in the 2020 presidential election, analysing it by answering a few questions that then incorporate all the communication strategies we studied during the exam. I would like to point out that after studying all the material, I looked at Biden's speech again and noticed many more things and refined my analysis. The first question asks me to look at the beginning of the speech, the first few minutes, and asks how specifically Biden begins his victory speech. Let’s start from the beginning of the speech → here he looks at the audience, smiling and making some gestures, it’s a strategy because his purpose is to involve every single person from the audience in order to create a sort of community. In addition, he starts show gratitude to everybody for the help/the victory. He also refers to some people specifically like his colleagues or his family’s member. He also thanks his wife and makes a love declaration to her, telling her how much he loves her. In this way, Biden tries to build a bond with the public, creating empathy talking about colleagues and family members, such a simple and regular thing, as if he were not a president but a normal person. In this strategic way, he gains people’s trust because usually people love family, so if also Biden show love for his family, the audience can feel closer to him and therefore appreciate him more. Biden creates a community/group using words such as “we” and “you” in order to put himself on the same level of the audience. Then, Biden highlights the great result given by its voters, emphasizing more than one time the importance of people by the repetition of “fellow American”, “people” and “victory”. Another factor that I particularly notice is the fact that Biden speaks very slowly to create a powerful connection with the audience. Another great fact is his mentioning the new Vice-president Kamala Harris: an African American woman, namely a coloured woman with such an immigrant background as vice president is a big new that caused quite a stir. The second question asks me to comment on his non-verbal communicative strategies, especially the tone of voice. → (How to speak so that people want to listen)  With his straight posture, he tries to transmit a sense of security to the audience.  He shows enthusiasm without exaggerating.  His words are clear and direct.  His language is simple so that everyone can understand him: The linguistic register is very important in these cases: he has to reach a very wide audience, so he has to work on the type of language: simple, informal (but not too much), clear, decisive and never negative (he has to give only positive messages).  He makes people believe that he is honest and authentic. We cannot know if it is true but making the public believe it is a good strategy.  his strategy also consists of showing love: he shows loves to the audience, interest and wish well to them. This picks up a bit on Cialdini's idea of showing up as a friendly company that thanks you for being there and helps you, shows you interest and love. That's what people love most: feeling more than a voter, more than a customer, feeling not invisible. The same goes for the strategies used by companies in their newsletters: we have in fact analysed the Waterstones newsletters.  He speaks slowly (but not so much, in this case it will bore the audience): in this way he makes the audience believe that he is sure about what he says and so every person can understand his words.  his tone of voice is fixed, firm, decisive but not too low or too high. i. Sometimes he raises his tone of voice to highlight some words: he stresses out the most important words of the speech in order to highlight the importance of these words, so that audience can reflect upon his speech. This is definitely a strategy: he adjusts the paces according to what he has to say → if he wants to give importance to a sentence or a word he speeds up the pace and raises his voice or vice versa. ii. Often, he wets his lips or clears his voice to make some pauses (set of course). He makes a lot of pauses in order to let the people understand and applaud → Sometimes it is also good to take small breaks. A pause is often far more powerful than words. iii. the volume of his voice goes up and down depending on what he has to say, but there are never any exaggerated peaks, or it never gets too low. In this case, the audience might get quite annoyed and turn their backs on you. Figurative speech: techniques for speaking figuratively → A rhetorical figure is a word or phrase that involves an intentional deviation from the ordinary use of language in order to produce a rhetorical effect. Schemes and tropes are figures of speech, having to do with using language in an unusual or “figured” way: Trope: An artful deviation from the ordinary or principal signification of a word. A trope uses a word in an unusual or unexpected way. Scheme: An artful deviation from the ordinary arrangement of words. SCHEMES: calculated differences in the way words are arranged to make them more attractive or five them greater force. TROPES: changes in the normally accepted meaning of the words. Pick out at least 6 schemes he uses, consulting the list at the back of the book.  Anaphora: -beginning successive clauses, sentences with the last or most prominent word of the preceding sentence. -Biden repeats some words to emphasize the message that he wants to deliver: a time to build, a time to reap, a time to sow, and a time to heal, he battle; a nation; ahead to an America,  Anthimeria: -the substitution of one or more words in a speech -it’s a decision […] we can decide.  Anthitesis: - the employment of opposite or contrasting ideas. - “Young and old” = Biden uses this rhetorical figure which gives two consecutive and often asymmetrical factors greater emphasis, playing on their more or less marked opposition.  Climax: -words or ideas arranged in escalating importance. - he wants to create a bond between democrats and republicans, using words such as “lower the temperature, to see each other again, to listen to each other again, to make progress but also using words like “A nation united, A nation strengthened, A nation healed”  Enumeration: - used for listing details, or a process of mentioning words or phrases step by step. In fact, it is a type of amplification or division in which a subject is further distributed into components or parts. -hugging a grandchild, birthdays, weddings, graduations or no matter their race, their ethnicity, their faith, their identity, or their disability.  Epanalepsis: -beginning or ending a clause or a sentence with the same word or words. - Here Biden repeats a word or a discursive segment within a speech. The intention consists in an emotional amplification since the repeated term creates a communicative tension for the interpretative operations. → […] our better angels […] our better angels –  Epiphora: - the repetition of the same words at the end of several verses or several members of a period - «And if we can decide not to cooperate, then we can decide to cooperate; […] of the whole People […] the People»  Repetition: - repeating words or clauses for forceful effect. - Example: And if we can decide not to cooperate, then we can decide to cooperate. And I believe that this is part of the mandate from the American people. They want us to cooperate. That’s the choice I’ll make. And I call on the Congress — Democrats and Republicans alike — to make that choice with me. or “They have delivered us a clear victory. A convincing victory. A victory for “We the People.”  Tricolon: -speaking in threes to emphasise points. - three members in a sentence, coordinated by conjunctions or by asyndeton, and sometimes linked by lexical parallelisms and repetitions. -For example: “Urban, suburban and rural.” - To all those who volunteered […], to my campaign team […], and to all those who supported us […] - Democrats, Republicans and Independents. Progressives, moderates and conservatives About tropes: can you find any examples of antipophora (asking and answering rhetorical questions) and example of new maxims? ANTHYPOPHORA: namley asking and then immediately answering rhetorical questions. “what is the people’s will? What is our mandate? I believe it is this: Americans have called on us to marshal the forces of decency and the forces of fairness. To marshal the forces of science and the forces of hope in the great battles of our time.” The task required us to represent our university experience of this year, which was very difficult due to COVID, according to all the various verbal, non-verbal and visual communicative strategies we studied in class. The task is to create a poster with slogans, logos, pictures, text parts, etc. The idea behind my project is to realise what I appreciate the most about my university experience this year. My opinion is that I am very proud of my university because, from the very beginning and in an almost optimal way, it has provided us smart learning. Although at the beginning it was difficult to familiarize with smart learning and to understand how it works, we worked with smart learning right from the start without losing precious time and lessons. Being physically present in class and on campus really missed me but following online lessons on Blackboard in this way felt like actually being in class. So, I decided to represent this message: even though the pandemic divided us physically, smart learning brought us together. In a certain sense, this helped us to overcome/survive at the situation better. We can divide the poster into 3 vertical sections, which in turn consist of 3 parts. To us it looks like there are only 4 images here, but in fact there are 6 images. (Some of the images are superimposed on others and in order to make this, I used some special programs for picture that I have on my laptop) I chose these images because they convey a message. They can convey a message even without being accompanied by a textual part. (In the sense that if we remove the textual parts, the images can speak for themselves). Additionally, the position of the images is the result of a well-thought-out choice: we studied with Gunther Kress and Theo Van Leeuvwen (2001) that depending on their position, images have a certain informative value, a certain meaning and they can capture people's attention better. Let's start with the centre: as Gunther Kress and Theo Van Leeuvwen (2001) state, if the image is placed centrally, it represents the most important information as opposed to images placed at the margins which represent secondary information. → In the centre and in the background there are two images, one above the other, which convey a certain meaning and that is why I decided not to put any text on them, but only around them. The images show a completely connected world and above this, I put another image: (that I made it more opaque/transparent): the union of several hands, all different from each other. → On the left, in the first vertical section: the image represents smart learning, we have a classroom on a mobile phone. I placed this image here because, as Gunther Kress and Theo Van Leeuvwen (2001) state, on the left should be placed the information we already know, the information already given, so the “old” information. We already know the information given by this image because nowadays every university (especially UNICATT) has e-learning. (Why?) This is according to Western culture: we read from left to right, from top to bottom or from the centre to the borders. (But what is E-LEARNING? The use of multimedia technologies and the Internet to improve the quality of learning by facilitating access to resources and services, as well as remote exchanges and remote collaboration.) This image is closely linked to the image on the right = → On the right, in the third vertical section, we find two images: we have a blackboard with some drawings and then I added above the logo of Blackboard Learn: a learning management system, which UNICATT uses for its students. As Gunther Kress and Theo Van Leeuvwen (2001) state, new information should be placed on the right. In fact, although Blackboard is a widely used platform, not everyone is familiar with it. The intention behind these images consists of capturing people's attention, aiming at emotions: due to pandemic we are locked at home for our own good, but unfortunately we cannot enjoy totally our university experience. But fortunately, e-learning platforms, such as Blackboard for Università Cattolica, allow students to experience university as if it were real. Here, on Blackboard, we have experienced so many emotions, both joy and pain, but we have also been able to have fun. The images make us reflect on the fact that despite everything, we stay together. According to Kress and Leeuvwen, the position of the images at the top or at the bottom communicates the difference between reality and dreams, between what we are and what we desire. At the top, we find all the information, whose goal is to be attractive. At the bottom, we find all the concrete and realistic information. (For example, on a travel advertising brochure, we find at the top the slogan that attracts our attention and at the bottom, for example, the website where we can get more information and book our holiday). On my poster, at the bottom and in the centre (although positioned more to the right: information given) we find the logo of the university because it is the Università Cattolica that allows us smart learning through Blackboard. In the centre, as we have already seen, the two superimposed images want to capture our attention exclusively by conveying a strong emotional message. Another difference between the images: some of them are static while others are dynamic. The dynamic images here are those in the centre and in the background and the e-learning’s one. They are dynamic because they have vectors: vectors are like arrows, as we said during lessons, which show us the direction to take and lead us to the right meaning. In written language, what allows us to understand the message are action verbs and modal verbs for the textual part, and the presence or absence of vectors for images. The two logos, on the other hand, are static images, even though the logo and the blackboard give a small sense of movement. When the image is static, if it is accompanied by text, it is because we need to focus on the text. Now, let us describe the textual part of the project. The textual part plays a very important persuasive role (as well as the images). There are 7 different textual parts: 1 and 2) at the top there are two slogans (one higher, bigger, and more to the right and the other lower, smaller, and more to the left) Since the information that should catch the person's attention should be placed at the top, the slogan is a good solution. For this reason, these two slogans are placed at the top and in the middle (in the second vertical section). They have different positions because their information value is different: one is more important than the other. I decided to use blue and yellow (brighter in the bigger slogan) because these colours remind of the colours of the images in the poster, the colours of the university logo and also because according to the communication strategy (according to what we studied during the three-year degree) the colour yellow is a very persuasive colour and it is used a lot in advertising language because it immediately attracts the customer's eye. (Used in marketing to attract attention, it is a colour that creates a feeling of urgency. Yellow is the colour of clearness and optimism, but it can quickly tires out the eyes, so better not to abuse it). The first slogan "NOTHING CAN TEAR US APART. NOTHING CAN BRING US DOWN" has a double meaning: 1) the slogan obviously refers to the COVID situation, which does not allow us to personally and physically live the university experience. 2) In addition, this bad pandemic "tear us apart" and "bring us down" also on the inside: staying locked at home for such a long time is obviously not a good thing, it is not so healthy (even if now it protects us from the COVID) because it can cause so many damages and problems on a psychophysical level (HUT SYNDROME: The most obvious side effect of the lockdown for many, even those who had never suffered from particular psychological disorders before, is the so-called "hut or prisoner syndrome", i. e. the fear of going out and going to jail. e. the fear of going out and leaving one's home, the place that for months made one feel safe, protected from any dangerous external agent). Fortunately, there is smart learning because despite the bad pandemic, thanks to e-learning we can live the university experience as if it were real: smart learning made it possible for us not to really be divided, only physically. Thanks to modern technology we can continue to spend time together, even during university lessons: spending time together - what we miss the most. But what interests us most is that here I used a parallelism = a figure of speech in which two or more elements of a sentence (or series of sentences) have the same grammatical structure. These "parallel" elements can be used to draw a comparison, emphasise, or elaborate on an idea, making it more intensifying. (Famous example: "One small step for man, one giant leap for mankind." -Neil Armstrong.) But I do not know if here I used anadiplosis or anaphora. I think ANAPHORA is the right one. -anadiplosis: beginning a clause or a sentence with the last or the most prominent word (NOTHING) of the preceding sentence. - anaphora: beginning successive clauses, sentences or paragraphs with the same word or words. The second slogan "Divided by COVID, United by Smart Learning” is less important than the first one but still with a great value. Here there is a PARALLELISM, a CLIMAX and a MAXIM. → Maxim = is a thought that offers great moral value and is intended to motivate. → Climax = the arrangement of words, phrases, or clauses in an order of increasing importance, often in parallel structure. → Parallelism = These "parallel" elements can be used to draw a comparison, emphasise, or elaborate on an idea, making it more intensifying. (Famous example: "One small step for man, one giant leap for mankind." -Neil Armstrong.) → here we have also a half assonance: using two or more words with a similar sound → Divided by, United by have the same sound. → 2 and 3) Two titles: Task to be done: - to create a poster about your university experience: what is your impression about the university and the courses you took this year. HOW YOU LIVED UNIVERSITY THIS YEAR AND WHAT CAN YOU SAY IN ORDER TO CONVINCE AND PERSUASE OTHER PEOPLE ABOUR YOUR IDEA. - the poster should be created for your fellow peers, convince them about your university experience despite the bad covid-period = only positive messages. - it makes you talk and decide how you feel about your university experience this year. - You need to convey a positive message about university and your experience: you need to convince your classmates, especially since we might not be back in school next year. Imagine that you have to convince those of your classmates who have decided to drop out of university, for example, or who have a negative idea about it. You have to encourage people. - you have to put together ideas, find guiding images, slides can be found online. - it is a visual text: images and language -the language has to be well constructed; you have to know what you are talking about in terms of communication, persuasive strategies: it is about advertising language and visual design techniques. - create a sketch before making the poster - you need to find something eye-catching and original - this task is usually done in class in groups - then you have to upload it as a pdf in the forum - you can only do this after you have followed and studied the last two explanations on visual design and advertising language. - you have to add an explanation of the assignment and how you arrived at the final result. You have to explain well every step and thought. (TASK) POEM Days By Philip Larkin I believe that to read this poem at its best, one must first interpret the meaning behind the words. Days I imagine a man sitting at a table chair, perhaps with a cigar in his hand, wondering about this topic What àre days fo(a)r? (anthyphophora: asking rhetorical questions that are immediately answered) it seems like he wrinkles his forehead and, talking to himself, wonders about the purpose of the days and the answer is right after Days_are where we live. Here we give an initial answer, he is quite convinced They come, they wake us Here he explains what the days do with a bit of irony and also a bit of complaint. Time and time over. It is frustration? (epanalepsis: beginning or ending a clause or sentence with the same word or words) They are to be happy in: here explains what they should really be used for. Where can we live but days? He tries to convince himself about days function It seems a new maxim: a pithily expressed Precept relating or moral or political behaviour. In the first stanza: Repetition: repeating words or clauses for forceful effect. He keeps repeating the word DAYS (pausa) Aahhh, solving thàt question here is a challenge to find the correct answer Brings the priest!! …and the doctor priests and doctors were usually the ones who knew everything, the experts to whom people turned to solve every problem, even the most obvious. That is why they always had power. When he refers to the priest his tone of voice is a bit harsh, while when he mentions the doctor he calms down a bit, as if he has given up. In their lo(oooaann)ng coats his voice here is harsh, he wants to underline these. Running over the fields. https://www.youtube.com/watch?v=psyNfHyK17A (read by the author) "Days” is written in free verse, without rhyme scheme or normal meter. The tone is conversational, and the language is accessible which is typical of Larkin, who wanted to take poetry from the ‘litterati’ and give it back to the masses. Pure simplicity pours into ten lines. Surely the poet's intention is to wonder about the essence of life, the meaning of existence, but he does it, using 'days' instead of 'life'. He explains that the days, they come and go, can also upset us. But the days are meant to make us happy, and so is life. When and where can we be happy if not in the days? Then, The tone changes in the second stanza → in the second verse he asks who can answer his question? Certainly, priests and doctors because they are the ones people turn to most for information. He chooses the transitive verb ‘solving’ to show that the experts (the priest and the doctor) are searching for an answer that they have yet to find.