Business English Class Notes February.docx

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Lexis and syntax : register analysis Advertising Genres Conceptual metaphors Intercultural communication

Essay 8-10 pages CONTENTS

1. Introduction 2. The vocabulary of the economy, finance and commerce of English language. 3. Lexical and syntactical peculiarities of Business English. Linguistic characteristics of advertising language, 4. Genres of Business English. 5. Conceptual metaphors in Economics. 6. Negotiation and intercultural communication.

THE VOCABULARY OF FINANCE 1)popular and colloquial language Belt and suspenders Front loading loads Back loading loads 2)anglo saxon words Hedge Swaps forwards 3)expressiveness of images The image of a stream of a river to speak about the relationships between companies 4)names of animals Bear market Bull market Bear’s hug

Teddy bear’s hug 5) names of colours The big blue Blue-collor worker Red interest 6) Abbreviations and acronyms TOM (TOMORROW) ECB (European central bank)

THE VOCABULARY OF COMMERCE Norman and old French worlds , mainly those of shipping like charter party (contrato de flatamiento), avarafe (promedio) Strong presence of trade lsw or mercantile law vocabulary. This cocabulary is often derived from Latin

Practice The language of finance Commom words usefd to discurss economic matters

LEXICAL AND SYNTACTICAL PECULATIRITES OF BUSINESS ENGLISH Lexical peculiarities A) Types of vocabulary  Technical vocabulary (very precise) we don’t need the context . e.g. macroeconomics  Semi-technical vocabulary (to advise= to inform, to meet a deadline = cumplir un plazo). Words that come from general English, but in a specific context get a new meaning.  General vocabulary The latter two are the most common (Alcaraz Varó, E,) B) The lexical characteristics of business English are as follows: Those related to the meaning of the word (semantic lexicology): o o o o

Definition Denotation and connotation (cheap/low cost) Semantic fields (synonymy, antonymy) Lexical collocations –set phrases

e.g. company cars, trade discounts, Those related to the formation of words (morphological lexicology) a) Derivation (affixes) e.g wholesale, rewrite b) Composition e.g. tax collection (compound nouns) c) Conversion e.g. ship/to ship. that means that our word can have another grammatical category d) Abbreviations 1. Clippings : ad advertisement 2. Acronyms : plc (public limited company) 3. Blends : travelogue (travel+ catalogue) e) False friends : assistant (ayudante) , agenda (orden del día) and attend (asistir) f) Metaphors a tailor-made loan an implicit comparison between two things that unrelated (traditionally speaking) – un préstamo hecho a medida 2.) Syntactical peculiarities The most basic syntactic concepts in economics – business texts of written expression are the following.   

Passive sentences: the figures have been prepared by our new accountants Nominalisation: the development of small business. A noun made from a verb. Personification : the new plan suggests that . giving human qualities to things.

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Long nominal group : six heavy mahogany-finished dressing tables had been sent, Hypothetical expressions: if we pay the tax on time, we won’t be liable for any further payment. Expressions of purpose : they moved to a greenfield site so that they would have room to expand Causal and consecutive expressions : the company opened because they saw a gap in the market. Interest rates are down again. Therefore, we can look at new investments (as, since, as a result of, because of , sue to, thus , hence, etc) Expressions of concession : even though their resources were limited, their results were excellent. (even though, although, even if, however , in spite of,etc)

Set up a business : to start a business Go to bankruptcy CEO : chief executive officer = chairman

TYPES OF BUSINESS

1. Self-employed people and partnerships They are two types of organisation The ones that have unlimited liability (Sole proprietorship vs partnership) 2. Limited liability they only lose the money , not their personal properties Ltd , PLC Br , Inc (amE) Larger companies than a partnership The shares quote on the stock market 3. Mutuals Building societies – bancos hipotecarios 4. Non- profit organizations

PRESENTATION OF A COMPANY

o Mortgage o Subprime mortgage = toxic mortgage

AIDA MODEL It is followed by advertisers while creating and ad, it stands for the following functions : o ATTENTION (an advert should caught attention) o INTEREST (create interest) o DESIRE (create or arouse desire) – use of positive language /adjectives , good images o ACTION( provoke ) Nowadays : a minimalist approach 2 objectives : mainly to persuade and to give information about a specific product.

LINGUISTIC CHARATERISTICS OF ADVERTISING 1. At the graphic level 1.1 Consistent use of initial capitalization Toyota : I Love What You Do For Me 1.2 Sometimes full use of capitalization NewsWeek : THE WORLD’S NEWS MAGAZINE 2, at the phonological level 2.1 rhymes with brand name A mars a day helps you work, rest and play (mars) 2.2. use of alliteration Don’t dream it. Drive it. (jaguar) 3. At the lexical and morphological level 3.1 use of simple adjectives : new , real, safe, etc. real taste of tobacco (camel) 3.2 use of the loan word your skin will be fully primed for an aromatic massage of essential oils (Granada. Hammamalandalus.com)

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use of verbs and phrasal verbs: get , take , discorver, keep , look for, ask for, help , etc. keep a beautiful record od your World Travels Use of second person addressee ‘you’ Hyundai : always there for you Use of first person addresseer ‘’we’’ and ‘’us’’ Avis Rent A car : We Try harder Use of ‘’every’’ , ‘’always’’, now Always coca-cola Formation of new words and phrases Brand-new, shinning-clean, perfectly baked, nonsmokers, hypersensitive, , aromessence, aromatherapy Conversion ‘’ Get that ‘ feeling’’ ‘’Pepsi ‘ is the adjective ‘’TDK it’’ ‘’TDK’’ is the key

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4. At the syntantic level 4.1Declarative sentence Nobody does chicken like KFC 4.2

Imperative sentence

Don’t leave home without it (American express card) 4.3

exclamative sentences

don’t just apply! Style your lashes! (Maybelline mascara) 4.4

4.7 4.8

use of short simple sentences LG: life’s good 4.5 ellipsis (subject or predicate can be omitted) 20& discount on advance dales (Have a…) Granada. Hammamalandalus.com 4.6 Parallellism Have a break, have a kit kat. use of simple present tense debeers : a diamond is forever passive sentences

These are the first arab bath in Europe to be reopened, they are located 4.9

syntactic inversion enriched with the termal 4.10 purpose structures

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to encourage relaxation and recover fore and energy . algae therapy th 4.11 Numbers 4.12 use of unqualified comparison Mattel : better choice, better toys 4.13 : use of auxiliary verbs (can, will) You will discover unique, new sensations.

5. Stylistic resources 5.1 Metaphors Welcome to the world of sensations. 5.2 simile nothing cleans it up like orbit 5.3 rhetorical questions for a relaxing end to a dun. Packed day, what better thatn the marcellous SPA elysiym ? (creates desire) 5.4 hyperbole a perfect sensation it boast the very latest in therapeutic spa facilities 5.5 5.6

metonymy I like Volvo = Volvo cars personification Spa Resort San Andrés welcomes you to its website .