Practical Linguistics: Strategic Language Use in Marketing
My day job (that takes a few nights as well) is helping companies connect to their customers through ‘verbal branding’: that is to say, positioning, messaging, corporate language, and brand voice. It’s somewhat unusual in that to many people, brands are visual constructs, consisting of logos, color schemes, visual vocabulary, and guidelines. However, that’s not the end of the story.
What makes a successful brand is the combination of the visual and verbal: a visual presentation that captures the spirit of what the brand is about, combined with the right messages, crafted in the right tone. Without key messages, a piece of brand communication is a beautiful box with nothing inside.
Positioning is, essentially, the company’s credo, or its belief about the world and how the company helps make it a better place. Whether it’s simple, desirable user experiences that let people get more out of life, a ‘third place’…
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Language, it turns out, is pretty important. After all, how do you complain to tech support, or order fast food, or be sarcastic, if you don’t use language? Language can be used to persuade, inform, convey emotion, and, this is becoming more clear to me every day, hurt people.
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Okay, it’s time for a personal post. This last week has been crazy busy for me in terms of school work, work work and personal commitments (hence the lack of blog entries!). While I love being in an academic environment and absorbing all the knowledge I can, there are some days where my brain simply feels exhausted. Over the course of my studies I’ve had to adopt multiple coping strategies to deal with the stress of a heavy workload while still trying to stay healthy and treat my body and mind properly. One big example: sleep. Through the years I’ve learned the hard way that multiple nights in a row with less than four hours of sleep will not only make me less productive the next day, but it affects my mood, my eating habits and (more obviously) my energy levels. As a result, the quality of my work declines– It’s all a spiral effect.
Thankfully though, I’ve been taking small pockets of the day to reflect, meditate and do some reading as stress relief. One of my favorite authors, prolific Christian writer Ellen White, was known for her direct ‘tough love’ approach to advice on life, love and developing character. Here is some very helpful and encouraging advice from her book Mind, Character & Personality for strengthening the mind and the will in order to perform and function more efficiently every day:
1. Potential of the Disciplined Mind:
Self-discipline must be practiced…An ordinary mind, well disciplined, will accomplish more and higher work than will the most highly educated mind and the greatest talents without self-control
2. The Cultivated Mind Measures the Man:
Never think that you have learned enough and that you may now relax your efforts. The cultivated mind is the measure of the man. Your education should continue during your lifetime; every day you should be learning and putting to practical use the knowledge gained.
3. A Well-nourished and Healthy Brain
The brain is the organ and controls the whole body. In order for the other parts of the system to be healthy, the brain must be healthy.
4. Overtaxing the Mind
The student who desires to put the work of two years into one should not be permitted to have his own way. To undertake to do double work means, with many, over taxation of the mind and neglect of physical exercise.
To those whom this applies, keep these thoughts in mind while studying. While work ethic is an excellent quality, don’t forget to take breaks. Don’t overdo it. Eat well. Sleep well. Be well. Do well. 🙂
What are some of the ways you deal with stress? Start a conversation in my comment box!
Source: White, E. G. (1977). It’s importance. Mind, character and personality (pp. 3-10). USA: Review and Herald.
- Practical Lessons from Theatre: Creative Ways to Deal with Stress (healthyheels.wordpress.com)
- New Blog Series On Self-Compassion: A Forgotten Form Of Stress Relief (prweb.com)
- Help your brain stay active (purevitamins.com.au)
- Time management as an art (happinessecrets.wordpress.com)
- Personal Management (chrisbrady.typepad.com)
- 14 WARNING Signs that You’re Way Too Stressed (lifehack.org)
- The three D’s (annesmileynutrition.com)
Are your behaviors and attitudes inhibiting your potential? Check out this great post on the habits of Successful People: The Success Indicator.
For one of my undergraduate linguistics seminars, I’m required to do some corpus research to discover something interesting about how people use words in real life and I’ve chosen to try and answer this question. The interest in this topic stems from the fact that people are constantly attempting to learn English– a task that is becoming increasingly difficult because the language is constantly changing. Newcomers to an English speaking country must know how to function linguistically which entails far more than simply being taught grammar from a book. In fact, for this very reason, Merriam Webster now offers a Learner’s Dictionary, a great resource intended to teach new English speakers things they won’t ever learn in a formal classroom setting. To thrive in an English-speaking environment, one must have an awareness of slang words to avoid embarrassment and perhaps even dangerous situations.
I have long been intrigued by the semantic shift in words like “retard”, “idiot”, “moron”, “lame”, “sick” etc.. over the course of the century. In fact, many words like these have even changed in meaning over the course of my lifetime. The words “retard” and its adjectival counterpart “retarded” have been of particular interest to me. Originally used to mean “slowed” or delayed” especially in a developmental context (as derived from the French retarder), this word came into regular usage as an insult in the 1970s to describe someone who is stupid or foolish (source: Online Etymology Dictionary).
While this offensive term still circulates regularly, it has been transformed yet again but this time to a (somewhat) positive context. Exhibit A – “Let’s Get Retarded”, the 2004 anthem performed by the pop group The Black Eyed Peas and more often known by its more politically correct title “Let’s Get it Started”. It describes the thrill and uncontrollable urge to move and dance when great music starts to play. Lead singer Will.I.Am raps:
“In this context there’s no disrespect/So when I bust my rhyme, you break your necks/We got five minutes for us to disconnect/From all intellect and let the rhythm effect….Everybody, let’s get into it/Let’s get stupid/Let’s get retarded.”
While this song unsurprisingly garnered criticism for its lyrics, it does make me wonder about the direction in which language is moving. After all, who ever imagined that the word “cool”, a description of temperature, would one day mean “fashionable”? If you think about it, the definitions are often completely arbitrary and really makes little sense. As humans, we tend to construct our own meaning and define things for ourselves. So even if the Black Eyed Peas are offensive, perhaps they were just ahead of their time.
In my own experience, people mostly use retarded in a positive context when referring to inebriation or even now as an intensifier. But, I’m also noticing it being used in place of words like “awesome” and “amazing”, particularly when referring to someone’s skill at something. Below are three of the top 15 entries from Urban Dictionary that show examples of how this word is currently being used.
The act of getting wasted on drink or drugs ie. being in a retarded state.
man I drank so much last night I was retarded.
just another word for cool, dope, tight, chill, or whatever you say when you like something.
Beach Dude#1: Dude #2, the waves look pretty retarded out there, you wanna go catch them?
Beach Dude#2: SWEET!
extremely, very, to the utmost degree. Usually used to modify another adjective, as in retarded hot, retarded cool, retarded smart, retarded hip, retarded hard, etc.
Dude, that girl is retarded hot.
Man, your Mercury Cougar is a retarded sweet ride.
For more info about my semantics research and corpus analysis, contact me by email: firstname.lastname@example.org
- One Word You Need To Stop Saying: Here’s Why (news.health.com)
- The Ever Changing Dictionary (dabrofistarmy.wordpress.com)
- Teenage Slanguage: New Infographic Helps Parents to Understand their Teenagers (prweb.com)
- Soeren Palumbo: What’s Wrong with ‘Retard’? (huffingtonpost.com)
- How language limits us (severedejavu.wordpress.com)
Love this post. Simple answers to a ‘complicated’ question.
Good verbal communication skills are necessary for functioning well in personal, professional and academic relationships. In a world where much of our interaction is electronic, many people forget how to convey information effectively face-to-face. These holistic tips will not only help you improve your interpersonal skills, but they are also applicable to general physical health and personal growth.
1. Rest Well & Eat Healthy
As well as being essential to overall health, good sleeping habits are critical for being able to remember and process information at your best. Nutrition also plays a factor in how sharp your brain is, which in turn affects your mood, reactions and body language –all of which affect the way others perceive your message. Check out this list of foods that aid in memory and brain function.
2. Research & Prepare
When it comes to communicating well during an interview or presentation, your greatest weapon is doing your homework. Read a few articles or reviews about the company you want to work for. Familiarize yourself with their mission statement and recent initiatives. Make sure you have a good amount of background knowledge on the subject you are presenting and know what others have said in support or criticism of it. Doing adequate research and knowing your audience can help immensely when it comes to getting a point or argument across. Not only will you be more confident in what you’re saying, but you’ll also be prepared to answer any unexpected questions that may come your way.
After you have done your research, carefully plan out what you want to say and how you want to say it. Decide which points you want to start out with and which you prefer to drive home near the end. Will you take any time to pause? To ask any questions? Write these things down. Go over it in your head or aloud. If it doesn’t sound right, try organizing your thoughts in a different way to see if it comes across more clearly or makes more of an impression.
I’ve heard it said that we have two ears and one mouth so we can listen twice as much as we talk :P. All joking aside, there is a lot of truth to this statement. Communication is a two-way model. As well as a message producer, there must be a message receiver. Listening is not only a sign of respect for the other person(s) in the conversation, it is also beneficial for getting feedback and gauging their responsiveness to what you have just said. Don’t just listen to their words though– body language and tone of voice can also be very telling. Even if you are presenting in front of a large number of people, you can still ‘listen’ to how your audience is responding to you. If you sense a negative response, adjust your approach.
The key to being successful in anything is to simply keep at it. The more you practice your verbal communication skills, the better they will be. You will gain experience speaking to and with a variety of personalities and in a variety of situations. You”ll also become more comfortable expressing your honest thoughts and opinions with confidence. As you develop this skill and become more personable, more people will want to connect with you and you’ll see new opportunities arising more often.
Remember, what you say is just as important as how you say it!
Want to learn about non-verbal communication? Take a look at the links below!
- Build customer service on effective communication (athingcalledservice.wordpress.com)
- Interview Tips: 10 Ways to Send the Right Signals | CareerBliss (careerbliss.com)
- Non Verbal Communication: A Powerful Tool In The Workplace (dangerouslee.biz)
- The Art of Non-Verbal Marketing (metvthechannel.com)
- Communication without barriers: The Phenomenon of Cross Cultural Non-Verbal Communication (ttunonverbalcoms.wordpress.com)
Memory is one of those cognitive resources that we often trust far more than we should. Evidence from psychology experiments have indicated that our confidence in recalling details of an event is not a worthy indicator of the accuracy of those details. Imagine the implications for courtroom situations that rely on eye-witnesses or even remembering to turn off the stove!
Working memory is a type of memory system that keeps critical information readily available. To give an example, as you are reading this sentence, your working memory is keeping the words you’ve already read at hand so that by the time you reach the end of the sentence, everything makes sense! (What a mouthful! 🙂 ).
Try this working memory test for yourself to give your brain a challenge!
- Mindfulness improves reading ability, working memory, and task-focus (eurekalert.org)
- Deficits in working memory – but not ADHD (brightacrossthelifespan.com)
- A New Study By CogniFit Finds That Individuals Can Triple Their Cognitive Benefits When Brain Training Continuously Over 6 Months (prweb.com)
- Working on Working Memory (janegoodallcanadablog.org)