Three ways to learn English by Jamila Lyiscott (2014)

https://www.ted.com/talks/jamila_lyiscott_3_ways_to_speak_english?utm_source=tedcomshare&utm_medium=referral&utm_campaign=tedspread

This video for you today entitled ‘3 ways to speak English.’ This video is rich with culture, linguistic diversity, and spirit. This video also presents a “spoken word” poem. Spoken word is a type of poetry that is performance-based. It is similar to preforming a monologue in a play. Spoken word poetry also often involves word play and storytelling. This type of poetry originated in America among African-Americans in Harlem, a neighbourhood of New York City.

This poem is about the performer’s (Jamila Lyiscott) experience of speaking English three ways: at home with her family, at school/work, and with friends. It artfully tells the story about how we all have different dialects, words, phrases, and tones of speech that we use depending on the context of who we are speaking to in a given situation. Dr. Lyiscott’s experience of navigating the use of different dialects is one that many Americans and ESL learners experience. In this poem she will also introduce you to a dialect of English you may never have heard before.

In her spoken word essay you will hear Dr. Lyiscott use the word “articulate” a number of times. So, it is important that you know what this means, both literally and in the context of the poem, the poet, and her African-American heritage.

The word “articulate” (an adjective) is defined as “a person with the ability to speak fluently and coherently.” When a person speaks articulately they are said to speak “properly” or “well.”

The context the word “articulate” has in this poem is something that you as an ESL speaker may not be aware of. The United States is still a white-dominant society, in which throughout the history of this country (and present day) people who are not white have been treated as less-than or not as good as white people (often to horrific extremes) in many circumstances. So, when a white person tells a black person that she or he is “articulate” there is a subtle, or not-so-subtle, message that the white person expects the black person to be not articulate. That is, the white person is surprised that the black person speaks so clearly and similar to the white person. In sum, telling this poet that she is articulate is not really a complement, it is an insult.

I hope you enjoy this wonderful piece of spoken word. I highly recommend that you first read through the transcript of this poem. You can find the transcript here. Reading through the transcript first will give you some familiarity with the words before you hear them. Second, when you watch the video, I recommend that you choose to watch the performance with English subtitles. You can choose to have the subtitles present by clicking on the subtitle icon in the lower right hand-corner of the video screen. Lastly, if you want to listen to the poem a second time, you may want to see the subtitles in your native language. But, definitely use the English subtitles first :). 

Learn to read Chinese...with ease by ShaoLan (2013)

https://www.youtube.com/watch?v=R8pH1e5NQaU

 

Shao Lan lived and grew up in Taiwan as a calligraphy princess; he was fascinated with Chinese characters. But unlike other people who do not understand the script as through the Chinese wall so difficult to understand the script. Since he was 5 years old, he began studying the script every day for the next 15 years. In China, the learned man knows 200,000 characters. And the audience only needs 1.000 letters to understand basic script by simply learning traffic signs, restaurant menu, understand the main idea on the internet page or newspaper.

The test done to the audience is more than 8 characters, with the practice of opening the mouth and it is an explanation of the mouth. And the one who is walking, the burning fire is described as a symbol of the script. Other parables are poho, sun and moon, until the door symbol in the cowboy world.

            Another symbol of the script is that if the person who goes back then "follows." And as the old saying goes, two are friends, three are crowds. If one stretches both hands it means "the thing is this big." Dian also says one tree is a tree, two trees mean bushes, and three trees mean forest.

Other prosperity described in the script is the sun, for them the sun of the source of prosperity, the two suns together, the prosperous, the three suns, the sparkling. There are sun and moon shining together, meaning light. The symbol is a khaligrafi of the characters in China.

The script actually contains a cultural element possessed by China, which describes the country's political war.

How to learn? From mistake by Diana Laufenberg (2010)

TED Talks

 

 

How to learn from the mistake that Diana talks about, how she tells about her teaching experience from one place to another. Beginning his journey begins with his grandmother who gets information from the book, from a teacher and grandmother he goes to a place to get information, and that's how his grandmother learned. Memory when he was little who has a set of encyclopaedias in his home. Encyclopaedias are used when they need information quickly so they do not have to wait in the library for information.

When he was in high school and started teaching, Diana used the internet as an educational tool. From Wisconsin moved to Kansas, where he had the opportunity to teach with his favourite lessons, the American Government. The first year he taught, students was not very interested in the American government system, in the second year he changed the strategy by giving them an authentic experience that enabled them to learn on their own. In this way he succeeds in making his students self-sufficient and doing it one step ahead.

From Kansas moved to Arizona and taught in Flagstaff for several years, and he taught with junior high school students. But what is taught is not American Government but about Geography. The strategy used by him with an effective learner is the making of a film performed directly by his or her students, who tells a person in their life, or in their story. And also told them to fill out the sounds of the movies they made.

From Arizona to Pennsylvania, where teaching Science Leadership Academy, a school in collaboration with the Franklin Institute and a school in Philadelphia. This is a public school level 9 to 12 but with different teaching. In Philadephilia has a one-on-one laptop program, so children carry a laptop every day, taken home to gain access to information. Providing information to students with a thought in encouraging children to fail some of the learning process. We are dealing with the world of education with madness to culture.

The project creates the info-graphics they create as a form of visual learning that is intructions, and seeks completion within a period of 2 to 3 days. And it is the work of students who consistently do it.

Regarding student learning, learning can be seen from areas where children's ideas are allowed to go to school to get information. When we see children coming to school just to get information and not about learning from experience, encouraging students' voices and accepting failures, we lose goals. And all the things about the education system with the standard tests, which we only know that how we do this better and it's time we did it.

The linguistic genius of babies by Patricia Kuhl (2010)

TED Talks

https://www.ted.com/talks/patricia_kuhl_the_linguistic_genius_of_babies?utm_source=tedcomshare&utm_medium=referral&utm_campaign=tedspread​

The linguistic genius of babies described by Patricia Khul illustrates how the ease of language learned by a baby with their research. A mother in India speaks Koro which is the language of her area, she talks to her baby using Koro language. To preserve the local language or commonly called the mother tongue needs to be preserved and talk to the baby itself. When talking to the baby there lays the critical puzzle described by Patricia Kuhl.

Babies and other genius children learn the language of the mother's decline systematically. But after puberty they are far from language learning, this is where the scientists want to be meticulously. Where the period of development of a baby master the sounds used in their language. By studying how the voice is learned, it has a model for language, where there is childhood for social, emotional and cognitive development. We have learned the baby language using the same technique throughout the world that is sound. They train babies who sit on their parents' lap to turn their heads when the "ee" sound changes from "ah" if they do so precisely then the black box is on and the panda pound drum bear, a tool for their research.

Babies around the world distinguish all sounds from all languages, no need what country and what language we use. They can distinguish sounds from our own language, in their research on American babies and Japanese infants tested to hear the words "ra" and "la" which sounds important to English but not to Japanese. If the baby is six to eight months, the baby is really equal. Two months later, something extraordinary happened. Infants in the United States are much better and babies in Japan are much worse, but the baby group is preparing the language to be learned.

The development of baby voice that has been learned is that babies listen to us speak, listening to the mother speak is a universal language used to talk with children. When babies listen to them take statistics on the language they hear, and babies are very sensitive to statistics.

They run a control group on infants at the Laboratory, so groups of babies listen to English and Mandarin, whatever puts in front of them, they will take the statistics and show them learning the language. Baby brain diversions learn the language by using audio to learn their statistics. They see changes that occur in infants if you are in front of the television. And they also have a machine to test the baby that is magneto encephalography.

Knowledge of the baby's brain development undergoes emotional changes while learning to speak, and parents have interventions for children who have difficulty learning. In investigating the child's brain, we reveal the profound truth about what it means to be human, and in the process we can help keep our own mind open to learning our entire lives.

Don’t insist on English by Patricia Ryan (2010)

TED Talk

https://www.ted.com/talks/patricia_ryan_ideas_in_all_languages_not_just_english?utm_source=tedcomshare&utm_medium=referral&utm_campaign=tedspread

 

In the video Patricia Ryan talks about some languages ​​that have been lost. He lived and taught in the Bay for 30 years. At that time he saw many changes regarding English as the language of globalization of the world.

He tells his friend who teaches in Abu Dhabi, who takes his students to the garden to learn natural vocabulary. The students learn all the words of the local plants to use them for personal use, from which he sees to learn the language needs to be across the generations of their grandparents.

English as an indisputable language in the world, English is related to the many changes that occurred in the Gulf as he taught there. Patricia Ryan and with 25 of her friends at Recruit by the British Council, and they are the first non-Muslims to teach in Kuwait's state-run school. They are brought to teach English there, because the government wants to modernize the country and to empower its citizens through education.

Patricia sees teaching English as a profitable practice to become a big international business, not just foreign languages ​​in the school curriculum and there is no dominant English language as a mother tongue that has been bandwagon into English on Earth. Yes why not, because English is the best language in the world. Studying English is one of them for education at universities in the UK and America, so everyone wants to have an English education naturally.

Being an English teacher is like a gatekeeper, must teach English well enough. And how to teach about research in English, books in English and journals in English, but only delft-fulfilling prophecy is only a requirement for English. And about the translator of the golden age of Islam who translated from Latin and Greek into Arabic, Persian translated into German from European and Romantic Language. He likes that English is a global language, and he does not use other languages ​​as the obstacle course of all.

For the world does not have to pass English test to be able to speak English, because the TOEFL test is from England for American test. Now the test is exploding, and there are many other English tests and tests. Millions of students take the test every year. Recently he saw education "The Great Divide" and find out why everyone wants to focus on learning English. They want to give children the best chance in life. And to do that, they need western education.

SUMMARY KOMUNIKASI PEMASARAN

CHAPTER 11

Evaluation of Media: Television and Radio

Advantages of Television Advertising​

Some advantages of television advertising include the following:

• Television reaches very large audiences – usually much larger than the audience your local newspaper reaches, and it does so during a short period of time.
• Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience.
• It has the ability to convey your message with sight, sound and motion, and can give a product or service instant validity and prominence.

Television always has been a popular medium for large retailers, but because of lowered production costs and the ability of cable to reach smaller market areas, its use by small and medium size businesses is becoming more popular. Television is often referred to as the “king” of the advertising media. It has proven its power to influence human behavior again and again. But it is also the “king” of advertising costs as well.

Advantage: Strong Impact

Television advertising uses audio and visual effects to create a lasting impact. Marketers interact color, sound, sight, drama and motion to ensure that their message is strong and persuasive. Additional tactics and props, such as attractive models, elaborative sets, enchanting graphics and audio-visual effects further enhance impact.

Advantage: Mass Coverage

According to an article published in the New York Times, 96.7 percent of American households own television sets. This amounts to more than 300 million people who have access to television. Cable networks, 24-hour programs and satellite channels have further hiked television viewership in the country, making the television a substantially lucrative mode of conveying an advertisement.

 

Limitation: Intrusive

Consumers often bemoan the intrusive nature of television advertisements and find ways to avoid commercials. This limits the effectiveness of television advertising. Consumers either take time out during a commercial to make a trip to the refrigerator or surf programs on other channels. Furthermore, different technological innovations enable consumers to block advertisements all together. The V-chip is a device that consumers can program to block unwanted content on television, including advertisements. TiVo is another similar device that allows users to store television programs without commercials.

 

Limitation: High Costs

Television advertising costs more than other forms of media, such as radio, magazine, newspaper and Internet advertising. Quality commercials are expensive to produce. Typical production costs range between $200,000 to more than $1 million for each commercial, writes William Arens in his book "Contemporary Advertising." Airtime costs are equally high, ranging from $200,000 to $400,000 for a 30-second slot, according to Arens. These costs can prevent detailed messages from being delivered and most advertisements end up being brief and fleeting.

 

 

SUMMARY KOMUNIKASI PEMASARAN

CHAPTER 10

Media Planning and Strategy

Basic Terms and Concepts

Media planning is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. The media plan is the guide for media selection. It requires development of specific media objectives and specific media strategies (plans of action) designed to attain these objectives.

The medium is the general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct mail, outdoor advertising, and other support media. The media vehicle is the specific carrier within a medium category. Reach is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. Coverage refers to the potential audience that might receive the message through a vehicle. Finally, frequency refers to the number of times the receiver is exposed to the media vehicle in a specified period.

• Media Planning: the series of decisions involved in delivering the message to the target audience.
• Media Plan: the actual document detailing these decisions.
• Media Objectives: the objectives sought by the media plan.
• Media Strategies: the plans of action designed to attain the media objectives.
• Medium: the general category of media channels such as broadcast, print, etc.
• Media Vehicle: the specific carrier in a media category (TV, Radio, etc.)
• Reach: the number of potential audience member exposed at least once to a media vehicle in a given period of time (often in %).
• Coverage: the potential audience that might receive a message through a vehicle (often in %)
• Frequency: the number of times the receiver is exposed to the media vehicle in a given time period.

Problems in Media Planning

Insufficient Information

While a great deal of information about markets and the media exists; media planners often require more than is available. Some data are just not measured, either because they cannot be or because measuring them would be too expensive.

 

Inconsistent Terminologies

Problems arise because the cost bases used by different media often vary and the standards of measurement used to establish these costs are not always consistent.

 

Time Pressures

It seems that advertisers are always in a hurry—sometimes because they need to be; other times because they think they need to be. Actions by a competitor require immediate response.

 

Difficulty Measuring Effectiveness

Because it is so hard to measure the effectiveness of advertising and promotions in general, it is also difficult to determine the relative effectiveness of various media or media vehicles.

 

Developing and Implementing Media Strategies

The Media Mix

A wide variety of media and media vehicles are available to advertisers. While it is possible that only one medium and/or vehicle might be employed, it is much more likely that a number of alternatives will be used. The objectives sought, the characteristics of the product or service, the size of the budget, and individual preferences are just some of the factors that determine what combination of media will be used.

 

Target Market Coverage

The media planner determines which target markets should receive the most media emphasis. Developing media strategies involves matching the most appropriate media to this market by asking, “Through which media and media vehicles can I best get my message to prospective buyers?

 

Geographic Coverage

The objective of weighting certain geographic areas more than others makes sense, and the strategy of exerting more promotional efforts and dollars in those areas follows naturally.

 

Scheduling

The primary objective of scheduling is to time promotional efforts so that they will coincide with the highest potential buying times. For some products these times are not easy to identify; for others they are very obvious. Three scheduling methods available to the media planner are - continuity, flighting, and pulsing.

 

Reach versus Frequency

Since advertisers have a variety of objectives and face budget constraints, they usually must trade off reach and frequency. They must decide whether to have the message be seen or heard by more people (reach) or by fewer people more often (frequency).

Creative Aspects and Mood

The context of the medium in which the ad is placed may also affect viewers’ perceptions. A specific creative strategy may require certain media. Because TV provides both sight and sound, it may be more effective in generating emotions than other media; magazines may create different perceptions from newspapers. In developing a media strategy, marketers must consider both creativity and mood factors.

 

Flexibility

An effective media strategy requires a degree of flexibility. Because of the rapidly changing marketing environment, strategies may need to be modified. If the plan has not built in some flexibility, opportunities may be lost and/or the company may not be able to address new threats. Flexibility may be needed to address market opportunities and threat, availability of media and changes in media.

 

Budget Considerations

One of the more important decisions in the development of media strategy is cost estimating. The value of any strategy can be determined by how well it delivers the message to the audience with the lowest cost and the least waste.

SUMMARY KOMUNIKASI PEMASARAN

CHAPTER 9

Creative Strategy: Implementation and Evaluation

Appeals and Execution Style Advertising Appeal The approach used to attract the attention of consumers and/or To influence consumer feelings toward the product, service or cause Creative Execution Style The way a particular appeal is turned into an advertising message The way the message is presented to the consumer.

Advertising Appeals Two Broad Categories of Appeals Informational/Rational Appeals Emotional Appeals Focuses on the consumer’s Focuses on the consumer’s Relate to consumers’ practical, functional,or practical, functional,or social and/or psychological utilitarian need for the product utilitarian need for the product needs for purchasing a or service or service product or service Emphasizes the features or Emphasizes the features or Many advertisers believe benefits benefits consumers’ emotions work better at selling brands Messages emphasize facts Messages emphasize facts that do not differ markedly and logic and logic from competing brands.​

Rational Appeals Feature appeals Focus on the dominant traits of the product Competitive appeals Makes comparisons to other brands Favorable price appeals Makes price offer the dominant point News appeals News or announcement about the product Product/service popularity appeals Stresses the brand’s popularity.

Informational/Rational Appeals Rational Motives Comfort Convenience Economy Health Quality Dependability Durability Performance Efficiency.

Emotional Appeals Personal States or Feelings Achievement / Joy Accomplishment Love Actualization Nostalgia Affection Pleasure Ambition Pride Arousal / stimulation Safety Comfort Security Excitement Self-esteem Sentiment Fear Sorrow/grief Happiness. Emotional Appeals Social-Based Feelings Acceptance Approval Affiliation / belonging Embarrassment Involvement Recognition Rejection Respect Status Sophistication.

 

Creative Tactics: Print Advertasing

• Headline
  • Words in he leading position of the ad. Asttract reader’s attention/interest and encourage them to read the rest of the ad.
• Subheads
  • Smaller than the main headline, larger than the copy. Used to break up large amounts of copy and highlight key sales points.
• Body copy
  • The main text portion of a print ad, used to present the relevant information. Content depends on appeal and execution style.

SUMMARY KOMUNIKASI PEMASARAN

CHAPTER 8 : Creative Strategy: Planning and Development

Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems. It is important for ads to be appropriate and effective. A creative idea must be relevant to the target market. A lot of advertisement agencies understand how important is to develop creative and different ad campaign that communicates relevant information.

Models of Creative Advertising

Experts view the creative advertising process to be exactly like an assembly line- organized, sequential, controlled and efficient. One of the models for the same is the Young’s model which consists of 5 stages:

      1.       Immersion

      2.       Digestion

      3.       Incubation

      4.       Illumination

      5.       Verification

Graham Wallas Model of Creative Advertising

​1.       Preparation

      2.       Incubation

      3.       Illumination

      4.       Verification

 

 

These models are useful since they offer an organized approach to advertising problem solving.

These models however have the disadvantage of not explaining how the data for the process is to be collected.

For this purpose, Account Planning is being used which is the process of conducting research and gathering information about the client’s product or service.  The following image depicts some of the sources from where background research for the product can be done.

Creative Strategy Development

 

Advertising Campaigns

Most ads are part of a series of messages that make up advertising campaign, which is a set of interrelated and coordinated marketing communication activities that center on a single theme. Determining the unifying theme around which the campaign will be built is an important part of the creative process, as it sets the tone for the individual ads and other forms of marketing communications that will be used. A campaign theme should be a strong idea, as it is the central message that will be communicated in all the advertising and other promotional activities

 

Copy Platform

The written copy platform specifies the basic elements of the creative strategy. Different agencies may call this document a creative platform or work plan, creative brief, creative blueprint, or creative contract.

Basic outline could be:

 

1.             Basic problem or issue the advertising must address

2.             Advertising and communications objectives

3.             Target audience

4.             Major selling idea or key benefits to communicate

5.             Creative strategy statement (campaign theme, appeal, and execution technique to be used)

6.             Supporting information and requirements

 

The Search for the Major Selling Idea

 

One of the most important parts of creative strategy is determining the major selling idea of the ad campaign. As A. Jerome Jeweler states in his book Creative Strategy in Advertising: The major selling idea should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target audience. Once you determine this message, be certain you can live with it; be sure it stands strong enough to remain the central issue in every ad and commercial in the campaign.

 

 

Summary Komunikasi Pemasaran

Chapter 7: Establishing Objectives and Budgeting for the Promotional Program

Marketing Objectives

Statements of what is to be accomplished by the overall marketing program within a given time period.

• Need to be quantifiable such as sales volume, market share, profits, or ROI
• Need to be realistic, measurable and attainable.

IMC Objectives

Statements of what various aspect of the IMC program will accomplish based on communication tasks required to dilever appropriate massages to the target audience.

Specific Objectives

1. Communicatios

The advertising and promotional program must be coordinates within the company, inside the as agency, and between the two. Many problems can be avoided if all parties have written, approved objectives to guide their actions and serve as a common base for discussing issues related to the promotional program.

2. Planning & Dicision Making

Promotional planners are often faced with a number of strategic and tactical options in terms of choosing creative options, selecting media, and allocating the budget among various elements of the promotional mix. Choices should be made based on how well particular strategy matches  the firm’s promotional objectives.

3. Measurement & Evaluation

An important reason for setting spesific objectives is that they provide a benchmark againts which the success or failure of the promotional campaign can be measured. Without spesific objectives, it is extremely difficult to determine what the firm’s advertising and promotion efforts accomplished.

Problems With Sales Objectives

• Sales are a function of many factors, not just advertising and promotion
• Effects of IMC tools such as advertising often occur over an extended time periode.
• Sales objectives provide little guidance to those responsible for planning and developing the IMC program.

DAGMAR Difficulties

Legitimate Problems

• Response Hierarchy Problems
  • Doesn’t always define the process people use to reach purchase/use
• Attitude Behavior Relationship
  • Attitude change doesn’t always lead to change in actions or behavior.

​Quetionable Objections

• Sales Objective Are Needed
  • Sales are all that really counts, not communicatios ovjectives.
• Costly and Impractical
• Inhibition of Creativity

Summary Komunikasi Pemasaran

Chapter 6 : Source, Message, and Channel Factors

Promotion and Persuasion 

To develop an effective promotional campaign, a firm must select the right spokesperson to deliver a compelling message through appropriate channels or media.

Source, message, and channel factors are controllable elements in the communications model.  The persuasion matrix helps marketers see how each controllable element interacts with the consumer’s response process.’ The matrix has two sets of variables.  Independent variables are the controllable components of the communication process; dependent variables are the steps a receiver goes through in being persuaded.

Marketers can choose the person or source who delivers the message, the type of message appeal used, and the channel or medium.  Although they can’t control the receiver, they can select their target audience.  The destination variable is included because the initial message recipient may pass on information to others, such as friends or associates, through word of mouth.

Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so they don’t enhance one stage at the expense of another. The following examples illustrate decisions that can be evaluated with the persuasion matrix.

1. Receiver/comprehension: Can the receiver comprehend the ad?  Marketers must know their target market to make their messages clear and understandable.  A less educated person may have more difficulty interpreting a complicated message. jargon may be unfamiliar to some receivers.  The more marketers know about the target market, the more they see which words, symbols, and expressions their customers understand.

2. Channel/presentation: Which media will increase presentation?  A top-rated, prime-time TV program is seen by nearly millions of households each week. But the important point is how well will it reach the marketer’s target audience.

3. Message/yielding: What type of message will create favourable attitudes or feelings?  Marketers generally try to create agreeable messages that lead to positive feelings toward the product.  Humorous messages often put consumers in a good mood and evoke positive feelings that may become associated with the brand being advertised.  Music adds emotion that makes consumers more receptive to the message.  Many advertisers use explicit sexual appeals designed to arouse consumers or suggest they can enhance their attractiveness to the opposite sex.  Some marketers compare their brand to the competition.

4. Source/attention: Who will be effective in getting consumers’ attention?  The large number of ads we are bombarded with every day makes it difficult for advertisers to break through the clutter.  Marketers deal with this problem by using sources who will attract the target audience’s attention-actors, athletes, rock stars, or attractive models.

 

Source Factors

We use the term source to mean the person involved in communicating a marketing message, either directly or indirectly.   A direct source is a spokesperson or endorser who delivers a message and/or demonstrates a product.  An indirect source, say, a model, doesn’t actually deliver a message but draws attention to and/or enhances the appearance of the ad.  Some ads use neither a direct nor an indirect source; the source is the organisation with the message to communicate.  Since most research focuses on individuals as a message source, our examination of source factors follows this approach.

Companies are very careful when selecting individuals to deliver their selling messages.  Many firms spend huge sums of money for a specific person to endorse their product or company.  They also spend millions recruiting, selecting, and training salespeople to represent the company and deliver sales presentations.  They recognise that the characteristics of the source affect the sales and advertising message.

Marketers try to select individuals whose traits will maximise message influence.  The source may be knowledgeable, popular, and/or physically attractive; typify the target audience; or have the power to reward or punish the receiver in some manner.  Herbert Kelman developed three basic categories of source attributes: credibility, attractiveness, and power.   Each influences the recipient’s attitude or behaviour through a different proces

Why is ‘x’ the unknown? by Terry Moore (2012)

​

Why is “x” the unkwon by Terry Moore, he said that . In algebra, we're often asked to solve for x, and, in the English language, the letter x is often used to signify the unknown—X marks the spot, X-rays, and Mr. X, for example. But how did this particular letter become associated with so much mystery?

In the 2012 TED Talk above, Terry Moore traces the use of the letter x in algebra to the Arabic word al-shalan, which means "the unknown thing," claiming that, in translations of the writing of Arabic mathematicians, that word became linked to the Greek letter chi and then reached us through Latin and, eventually, Spanish. It's a neat story—and a similar explanation even appears in Noah Webster's Dictionary—but is it true?

In fact, the use of x (as well as y and z) became common thanks to René Descartes' use of the last three letters of the alphabet to represent unknown quantities in his treatise La Géométrie. In his classic study A History of Mathematical Notations, Florian Cajori says that there is no historical evidence for the Arabic connection to Descartes' use of x, and, in fact, lists a number of other stories associated with the letter: Some writers have claimed that Descartes' printer wanted to use x as the unknown quantity because the letter appears relatively infrequently in French and Latin, making it convenient for typesetting. (However, Descartes used x as an unknown long before the book was typeset, although some writers have wondered if this accounts for x's eventual predominance over y and z.) Others have noted the similarities between the letter x and the common German mathematical symbol for the unknown, and have proposed that Descartes rendered that German symbol as an x. (Descartes actually uses that symbol alongside x.) Yet another hypothesis proposed that the x was a crossed numeral 1, based on Cataldi's notation of the first power of the unknown.

It may not be as sexy an explanation, but Descartes may have simply viewed the letters at the end of the alphabet as convenient notations for the unknown—by contrast, he had a, b, and c represent the known. Other mathematicians of the era were playing with their own notations, such as J. H. Rahn, who used lowercase letters to represent unknown quantities and capital letters to represent known quantities. Perhaps there are other reasons (such as the printer hypothesis) why x eventually became more common in Descartes' writing than y and z.

 

 

English Maniac by Jay Walker (2009)

Jay walker speaks about english maniac that began with Beatlemania, is a term used in the 1960s to describe the craziness of fans of The Beatles, especially adolescent girls are shown at the beginning of the success of the group band. The term Beatlemania combination of the words 'The Beatles' and 'mania'. Besides Beatlemaniac Jay Walker also a portrait of english maniac through sports maniac and relegious mania.

Two billion from around the world who are trying to learn the English language, such as Latin America, India, Southeast Asia and others. Jaw Walker says “If you're a Chinese student, you start learning English in the third grade, by law. That's why this years China will become the world's largest English-speaking country.”

English becomes essential for life in the field of employment and for school for the test. In China the test for learning English and was held for three days, while to learn English 12 hours a day for three years. The results of these tests determine their future, that they call the gaokao, is the term university entrance exam in China. Gaokao itself known with a matter that is difficult and unusual. Usually they will take the test gaokao university to contest seats.

Teachers in China said it was perfect, and the students said he wanted to change his life by learning English. Mania English actually be important because they form the world's second language, first language which is mother tongue. With English we could be part of a comprehensive conversation or conversations about global, such as climate change, poverty and disease. Beside English has became a universal language, we also know some languages for each fields. For instance, Mathematics is the language of science. Music is the language of emotions. And now English is becoming the language of problem-solving. Not because America is pushing it, but because the world is pulling it. So English mania is a turning point.

Jay Walker says “Like the harnessing of electricity in our cities, or the fall of the Berlin Wall, English represents hope for a better future — a future where the world has a common language to solve its common problems.”