“Psychologists investigating perception are
increasingly insistent that what is perceived depends
upon the observer’s perceptual frame of reference”.
Robert T. Oliver, “ Forward,” Philosophy, Rhetoric and Argumentation, ed.
Maurice Nathanson and Henry W. Johnstone, Jr. (University Park,
Pennsylvania, 1965), pp. x-xi
By Robert B. Kaplan
Language Learning
Three decades of research:
60’s - Kaplan discovered problem
of L2 organization
Linguistic – emphasizes the
influence of the writer’s first
language (L1) organizational
structures
Cultural –organizational
structures strongly
influenced by background of
the student
Educational Explanations – reviews the
background of how writers developed
their organizational skills
L1 writer is using a schematic code
natural to their background while the
native English reader is using theirs.
•
Language and writing are cultural
experiences
•
Linguistic patterns and rhetorical
conventions from a first language often
transfer to writing in ESL and can cause
interference.
•
When international students or bicultural
students are made aware of their natural
pattern they develop an awareness of this
tendency in their own writing.
•
When their linguistic / cultural tendencies
are made clear, students can develop
effective strategies for adapting to meet the
expectations of the “target” language
community.
•
Awareness of cultural rhetorical patterns
can help teachers support success of
international/ bicultural students in
academic courses.
Application
Reverse Engineering
• Short text selection
Energize
r
Batteries
• Recreate text using
“outline form”
Australian
Advertisement
Different Styles of
communication
Outline for Advertising All Over the World
“Jacko”
Advertising All
Over the
World
Selling
products is
the goal
Problems with
language and
culture
New messages in ads
Customs
New way to
sell
• Students compile linear
information into paragraphs
and essay
Advertising
global
I. Australian Advertisement
A. Energizer Batteries
B. “Jacko” – Australian football hero
C. Failed in US
a. Different customs
II. Selling products is the goal
A. Advertising global
B. New way to sell
C.World becoming smaller
III. Problems with language and culture
A. Customs
B. New messages in ads
a. Translation doesn’t work
i.Example –Chevy Nova
ii. Example – Brannif Airlines
IV. Different Styles of communication
A. Firms write new ads
B. Exact words
a. U.S., Britain, Germany
C. Ads with feelings
a. Japan
This method
prevents
plagiarism.
.