Supplement 8.15 HANDOUT: Surface Structure and Deep
Structure
Surface structure refers to a precise string of words, whereas deep structure refers to the
underlying meaning behind the surface structure. The ability to infer deep structure from surface
structure is not always straightforward, as the following examples from various Internet resources
illustrate.
Real Newspaper Headlines
POLICE BEGIN CAMPAIGN TO RUN DOWN JAYWALKERS
SAFETY EXPERTS SAY SCHOOL BUS PASSENGERS SHOULD BE BELTED
DRUNK GETS NINE MONTHS IN VIOLIN CASE
SURVIVOR OF SIAMESE TWINS JOINS PARENTS
FARMER BILL DIES IN HOUSE
STUD TIRES OUT
PROSTITUTES APPEAL TO POPE
PANDA MATING FAILS; VETERINARIAN TAKES OVER
TEACHER STRIKES IDLE KIDS
SQUAD HELPS DOG BITE VICTIM
ENRAGED COW INJURES FARMER WITH AX
MINERS REFUSE TO WORK AFTER DEATH
JUVENILE COURT TO TRY SHOOTING DEFENDANT
STOLEN PAINTING FOUND BY TREE
2 SISTERS REUNITED AFTER 18 YEARS IN CHECKOUT COUNTER
KILLER SENTENCED TO DIE FOR SECOND TIME IN 10 YEARS
NEVER WITHHOLD HERPES INFECTION FROM LOVED ONE
MAN BEATS OFF COUGAR WITH BARE HANDS
Lost in Translation (American Business Slogans Abroad)
Coors put its slogan, “Turn it loose,” into Spanish, where it was read as “Suffer from
diarrhea.”
In Spanish, chicken magnate Frank Perdue’s line, “It takes a tough man to make a tender
chicken” translates as “It takes a sexually stimulated man to make a chicken affectionate.”
The Chevy Nova never sold well in Spanish-speaking countries. “No va” means “it doesn’t
go” in Spanish.
When Pepsi started marketing its products in China, the slogan, “Pepsi Brings You Back to
Life” was translated literally as “Pepsi Brings Your Ancestors Back from the Grave.”
When Coca-Cola first shipped to China, they named the product something that when
pronounced sounded like “Coca-Cola.” The only problem was that the characters used
meant “Bite the wax tadpole.” They later changed to a set of characters that mean
“Happiness in the mouth.”
When Gerber first started selling baby food in Africa, they used the same packaging as in
the USA with a cute baby on the label. Later they found out that in Africa companies
routinely put pictures on the label of what’s inside, since most people can’t read.
English Signs Appearing in Non-English Speaking Countries
In a Bucharest hotel lobby: “The lift is being fixed for the next day. During that time we
regret that you will be unbearable.”
In a Paris hotel elevator: “Please your values at the front desk”
In an Athens hotel: “Visitors are expected to complain at the office between the hours of 9
and 11 a.m. daily.”
In a Japanese hotel: “You are invited to take advantage of the chambermaid.”
In a Moscow hotel across from the Russian Orthodox monastery: “You are welcome to visit
the cemetery where famous Russian and Soviet composers, artists and writers are buried
daily except Thursday.”
On the menu of a Swiss restaurant: “Our wines leave you nothing to hope for.”
Outside a Hong Kong tailor shop: “Ladies may have a fit upstairs.”
In a Bangkok dry cleaners: “Drop your trousers here for best results.”
Outside a Paris dress shop: “Dresses for street walking.”
In a Zurich hotel: “Because of the impropriety of entertaining guests of the opposite sex in
the bedroom, it is suggested that the lobby be used for this purpose.”
In an advertisement by a Hong Kong dentist: “Teeth extracted by the latest Methodists.”
Advertisement for donkey rides in Thailand: “Would you like to ride on your own ass?”
In a Copenhagen airline ticket office: “We take your bags and send them in all directions.”
In a Norwegian cocktail lounge: “Ladies are requested not to have children in the bar.”
In a Budapest zoo: “Please do not feed the animals. If you have any suitable food, give it to
the guard on duty.”
In a Tokyo shop: “Our nylons cost more than common, but you’ll find they are best in the
long run.”
Test Your Knowledge
What is wrong with the following sentence? (Take a minute before you look at the answer
below.)
“Thiss sentence contains fourr errors.”
ANSWER: There are errors in surface structure such as the misspelling of “this” and “four.”
However, you may have missed the error in deep structure—there are not four errors in the
sentence!
Adapted from an example in Nelson (1996).
References and Resources
Nelson, T. O. (1996). Consciousness and metacognition. American Psychologist, 51, 102-116.