Friday, 26 November 2010

ERROR IDENTIFICATION #4

What's the wrong with each of the sentences below?

The answers are in the COMMENTS below. Be sure to try to find your own answers before looking at mine!
  1. Jane was remembered leaving the house at about 2.00.
  2. The children were wanted to come with me.
  3. It has been told that the road will be closed tomorrow for repairs.
  4. John was decided to chair the meeting.
  5. What you would like to drink?
  6. I asked Tony how was he getting to Brussels.
  7. Have not you finished your homework yet?
  8. Haven't you got nobody to help you?
  9. I've forgotten my watch. Which time do you make it?
  10. Who are coming to your party?
  11. There's no need for you to help cook the meal. Just sit down and enjoy.
  12. A: Tom's 50 tomorrow. B: Yes, I know it.
  13. I refuse you to go on the trip.
  14. He made me to do it.
  15. Did you remember buying some milk on your way home?
  16. If the stain doesn't come out of your shirt when you wash it, try to soak it first in bleach.
  17. He advised me giving up smoking.
  18. I heard a bottle smashing.
  19. I told where we should meet.
  20. She asked me the way how to get to the city centre.
  21. She debated if to tell her mother about the accident.

Don't give in too easily. Don't check the answer as soon as your brain starts hurting. Figure it out for yourself.

Branding Failures - Part 2 - Pear's Soap

Failing to hit the present taste

Pear’s Soap was not, by most accounts, a conventional brand failure. Indeed, it was one of the longest-running brands in marketing history.

The soap was named after London hairdresser Andrew Pears, who patented its transparent design in 1789. During the reign of Queen Victoria, Pear’s Soap became one of the first products in the UK to gain a coherent brand identity through intensive advertising. Indeed, the man behind Pear’s Soap’s early promotional efforts, Thomas J Barratt, has often been referred to as ‘the father of modern advertising.’

Endorsements were used to promote the brand. For instance, Sir Erasmus Wilson, President of the Royal College of Surgeons, guaranteed that Pear’s Soap possessed ‘the properties of an efficient yet mild detergent without any of the objectionable properties of ordinary soaps.’

Barrat also helped Pear’s Soap break into the US market by getting the hugely influencial religious leader Henry Ward Beecher to equate cleanliness, and Pear’s particularly, with Godliness. Once this had been achieved Barratt bought the entire front page of the New York Herald in order to show off this incredible testimonial.

The ‘Bubbles’ campaign, featuring an illustration of a baby boy bathed in bubbles, was particularly successful and established Pear’s as a part of everyday life on both sides of the Atlantic. However, Barratt recognized the ever changing nature of marketing. ‘Tastes change, fashions change, and the advertiser has to change with them,’ the Pear’s advertising man said in a 1907 interview. ‘An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different – it hits the present taste.’

Throughout the first half of the 20th century, Pear’s remained the leading soap brand in the UK. However, towards the end of the century the market was starting to radically evolve.

Over the past 100 years, soap has reflected the development of consumer culture. Some of the earliest brand names were given to soap; it was one of the first mass-produced goods to be packaged and the subject of some of the earliest ad campaigns. Its manufacturers pioneered market research; the first TV ads were for soap; soap operas, tales of domestic melodrama, were so named because they were often sponsored by soap companies. Soap made men rich – William Hesketh Lever, the 33-year-old who built Port Sunlight [where Pear’s was produced], for one – and it is no coincidence that two of the world’s oldest and biggest multinationals, Unilever and Procter & Gamble, rose to power on the back of soap.

Recently though, a change has emerged. The mass-produced block has been abandoned for its liquid versions – shower gels, body washes and liquid soap dispensers. In pursuit of our ideal of cleanliness, the soap bar has been deemed unhygienic.

Of course, this was troubling news for the Pear’s Soap brand and, by the end of the last century, its market share of the soap market had dropped to a low of 3 per cent. Marketing fell to almost zero. Then came the fatal blow. On 22 February 2000 parent company Unilever announced it was to discontinue the Pear’s brand. The cost-saving decision was part of a broader strategy by Unilever to concentrate on 400 ‘power’ brands and to terminate the other 1,200. Other brands for the chop included Radion washing powder and Harmony hairspray.

So why had Pear’s lost its power? Well, the shift towards liquid soaps and shower gels was certainly a factor. But Unilever held onto Dove, another soap bar brand, which still fares exceptionally well. Ultimately, Pear’s was a brand

What were the lessons learned from the Pear’s case? Well, firstly, every brand has its time. Pear’s Soap was a historical success, but the product became incompatible with contemporary trends and tastes. Secondly, advertising can help build a brand. But brands built on advertising generally need advertising to sustain them.

Branding Failures - Part 1 - Nova Magazine

Let sleeping brands lie

In the 1960s Nova magazine was Britain’s ‘style bible’, and had a massive impact on the fashion of the era. Alongside the fashion pages, it carried serious and often controversial articles on subjects such as feminism, homosexuality and racism. At the time, the magazine was unique, but by the 1970s other magazines started to clone the Nova concept. Nova itself soon started to look tired and fell victim to sluggish sales, and closed in 1975 after 10 years in operation – a lifetime in the magazine industry.

However, such was the impact of the magazine on its generation that IPC Magazines (which owns Marie Claire magazine) decided to relaunch the title in 2000. Second time around, the magazine was positioned as a lifestyle magazine that was as edgy and fashion-conscious as the original.

The first issue lived up to this promise. Here was a women’s magazine completely devoid of articles such as ‘10 steps to improving your relationship’, ‘How to catch the perfect man’ and ‘Celebrities and their star-signs’. According to the Guardian, the revamped Nova ‘had more humour than the failed Frank magazine, and more realistic fashion than Vogue while still being a clothes fantasy.’

Three months later though the publishers were already starting to worry that the sales figures were lower than they had anticipated. They therefore moved editor Deborah Bee, and replaced her with Jeremy Langmead, who had previously been the editor of the Independent newspaper’s Style magazine. Although some commentators questioned the decision to place a man at the helm of a magazine aimed at women, gender wasn’t the real problem. After all, Elle magazine had a male editor for many years without disastrous consequences.

Tim Brooks, the managing director of IPC, declared that the first three issues of Nova had been ‘too edgy’. But the publishers had done little to calm wary consumers by shrink-wrapping the magazine in plastic. After all, most people who purchase a new, unfamiliar magazine want to flick through it first to check that the content is relevant to them.

The new editor was quick to make changes. The novelist, India Knight, was given her own column, and more mainstream features, such as an exercise page, soon appeared. Although the magazine gathered a loyal readership, the numbers weren’t enough.

In May 2001, a year after its launch, IPC pulled the plug on Nova. ‘It is with great reluctance that we have had to make this decision,’ Tim Brooks said at the time. ‘Nova was ground-breaking in its style and delivery, but commercially has not reached its targets. IPC has an aggressive launch strategy, and an important part of this strategy is the strength to take decisive action and close unviable titles.’ IPC also said that it wanted to concentrate on the bigger-selling Marie Claire.

For many, the failure of Nova’s second attempt was not a surprise. ‘It was exactly like all the other magazines and failed to capture the British public’s imagination,’ said Caroline Baker, the fashion director at You magazine, and a journalist on the original Nova. ‘They should have left the old one alone, not tried to bring it back.’

Whereas the original Nova had little competition when it launched, the updated version had entered a saturated market place. 2000 had seen a whole batch of new women’s magazines enter the British market such as the pocketsized and hugely successful Glamour magazine (the first edition sold 500,000 copies). Unlike Nova, Glamour had spent masses on making sure the magazine was moulded around the market. ‘We travelled up and down the country and spoke to thousands of young women to ensure not just the right editorial, but the scale and size of the magazine,’ said Simon Kippin, Glamour’s publisher.

Commentating on Nova and other magazine closures, Nicholas Coleridge, managing director of Conde Nast Publications, said magazine closures are a fact of life for the industry. ‘It is not surprising nor horrific when magazines open and close,’ he said. ‘It’s completely predictable, and it’s been that way for hundreds of years, otherwise we would still be reading cave-man magazines.’

According to this logic the failure of Nova version two can be attributed to the natural order of magazine publishing. However, many have said that if Nova had been given more time to carve its niche, it would still be here today. One thing though, seems certain. Having already been given a second chance, it is unlikely to be allowed a third. But then again. . .

VOCABULARY BUILDING - Module 8

8. 1

1. lenses, 2. liable, 3. aggregate, 4. pendulum,
5. Supreme, 6. Nuclear, 7. fraternal, 8. subordinate,
9. oxygen, 10. reproduce, 11. postulated

8. 2

1. allies, 2. adhere, 3. metaphor, 4. coincided,
5. pervaded, 6. reluctant, 7. index, 8. detriment,
9. fallacy, 10. trend, 11. finite

8. 3

1. f, 2. b, 3. e, 4. k, 5. i, 6. a, 7. c, 8. d, 9. j, 10. h, 11. g

8. 4

1. evolved, 2. proclaimed, 3. cater, 4. testify, 5. drugs,
6. utilise, 7. discern, 8. territory, 9. allude, 10. launch,
11. Rebels

8. 5

1. exude, 2. allocates, 3. deprived, 4. provoked,
5. frustrated, 6. circulates, 7. league, 8. magic,
9. currency, 10. partisan

8. 6

1. sex and violence, 2. dissipates energy, 3. Peace Treaty,
4. solar power, 5. legislate against, 6. utter waste of time,
7. imperial control, 8. on the premise that, 9. invest
money, 10. give their consent

Six Stages of the Essay Writing Process - 3

Stage Three: Outlining

An outline is a working plan for a piece of writing. It’s a list of all the ideas that are going to be in the piece in the order they should go. Once you’ve got the outline planned, you can stop worrying about the structure and just concentrate on getting each sentence right. In order to make an outline, you need to know basically what you’re going to say in your piece—in other words, what your theme is.

Themes

One way to find a theme is to think one up out of thin air, and then make all your ideas fit around it. Another way is to let the ideas point you to the theme—you follow your ideas, rather than direct them. As you do this, you’ll find that your ideas aren’t as haphazard as you thought. Some will turn out to be about the same thing. Some can be put into a sequence. Some might pair off into opposing groups. Out of these natural groupings, your theme will gradually emerge. This way, your theme is not just an abstract concept in a vacuum, which you need to then prop up with enough ideas to fill a few pages. Instead, your theme comes with all its supporting ideas automatically attached.

Using index cards

One of the easiest ways to let your ideas form into patterns is to separate them, so you can physically shuffle them around. Writing each idea on a separate card or slip of paper can allow you to see connections between them that you’d never see otherwise. Making an outline involves trial and error—but it only takes seconds to move cards into a new outline. If you try to start writing before the outline works properly, it could take you all week to rewrite and rewrite again. In an exam, you can’t use cards (see page 208 for another way to do it), and you’ll gradually develop a way that suits you. But doing an outline on cards—even a few times—can show you just how easy it is to rearrange your ideas.

Finding the patterns in your ideas

One way to put your ideas into order so that your theme can emerge is to use the most basic kind of order, shared by all kinds of writing:

  1. A Beginning—some kind of introduction, telling the reader where they are and what kind of thing they’re about to read.
  2. A Middle—the main bit, where you say what you’re there to say.
  3. An End—some kind of winding-up part that lets the reader know that this is actually the end of the piece (rather than that someone lost the last page).

Exactly what’s inside the compartments of Beginning, Middle and End of a piece of writing depends on whether it’s a piece of imaginative writing, an essay or some other kind of writing. It helps to remember that behind their differences, all writing shares the same three-part structure—just as all hamburgers do.

The ‘Hamburger Thing’

TOP BUN
Where it all starts: a beginning that
gives the reader something to bite into
FILLING
A middle that gives the reader all kinds
of different stuff
BOTTOM BUN
Finishing off the piece: something to
hold it all together


Making An Outline For an Essay

You’ve now got a collection of ideas that all relate in some way to your essay assignment. What you’ll do here is rearrange those ideas so they end up as an orderly sequence that will inform or persuade the reader. To do that, you’ll need to know what your theme is—the underlying argument or point of your essay. The first step towards this is to put each of your ideas on a separate card or slip of paper. That makes it much easier to find patterns in your ideas. As you look at the ideas on the cards, chances are you’ll start to notice that:

  • some ideas go together, saying similar things;
  • some ideas contradict each other;
  • some ideas can be arranged into a sequence, each idea emerging out of the one before it.

By looking at these groupings, you’ll begin to see how you can apply your ideas to the task of your assignment. Once you have a basic approach (you don’t need to know it in detail), you can begin to shape your ideas into an outline. Start with the most basic shape, using the fact that every piece of writing has a Beginning, a Middle and an End.

Beginning

Often called the introduction. Readers need all the help that writers can give them, so the introduction is where we tell them, briefly, what the essay will be about. Different essays need different kinds of introductions, but every introduction should have a ‘thesis statement’: a one-sentence statement of your basic idea. As well, an introduction may have one or more of these:

  • an overview of the whole subject;
  • background to the particular issue you’re going to write about;
  • a definition or clarification of the main terms of the assignment;
  • an outline of the different points of view that can be taken about the assignment;
  • an outline of the particular point of view you plan to take in the essay.

Middle

Often called the development. This is where you develop, paragraph by paragraph, the points you want to make.

A development might include:

  • information—facts, figures, dates, data;
  • examples—of whatever points you’re making;
  • supporting material for your points—quotes, logical cause and effect workings, putting an idea into a larger context.

End

Often called the conclusion. You’ve said everything you want to say, but by this time your readers are in danger of forgetting where they were going in the first place, so you remind them.

A conclusion might include:

  • a recap of your main points, to jog the readers’ memories;
  • a summing-up that points out the larger significance or meaning of the main points;
  • a powerful image or quote that sums up the points you’ve been making.

Just sitting and looking at a list of ideas and trying to think about them in your head doesn’t usually get you anywhere. Writing is like learning to play tennis—you don’t learn tennis by thinking about it, but by trying to do it. You might have to spend a while rearranging your index cards—but it will save time and pain in the long run.

The ‘Hamburger Thing’ Again…

TOP BUN
Beginning (introduction): where you
tell the reader briefly how you’re
going to approach the subject
FILLING
Middle (development): where you lay
out all the points you want to make
BOTTOM BUN
End (conclusion): this ties the essay
together and relates all the bits to
each other

Different ways of organising the middle of an essay

The Middle of an essay should be arranged in an orderly way: you can’t just throw all the bits in and hope for the best. What that ‘orderly way’ is, depends on your assignment.

One-pronged essays



Some assignments only ask about one kind of thing or one way of looking at a subject. In that case you can just put the filling into the burger in whatever orderly way seems best for the subject. One kind of arrangement might be to present the ideas from the most important to least important, or from the most distant in time to the most recent.

Two-pronged essays



Some essays want you to deal with two subjects (not just oranges, but oranges and apples) or two different points of view (for example, an assignment that asks you to ‘discuss’ by putting the case for and against something, or an assignment that asks you to ‘compare’ or ‘contrast’ different views). With these twopronged assignments, it’s easy to get into a muddle with structure. For two-pronged assignments you can organise the middle in either of the following ways (but not a combination!).

Making An Outline For an Essay: 10 steps

1. Look at the assignment again
  • This is so you don’t stray off it.

2. What groups of ideas are here?
  • If you’ve got ideas that point in different directions within the assignment, you might have to decide which to focus on.
  • Or you may be able to organise the ideas into a ‘two-pronged’ essay.

3. Get some index cards
  • Normal sized index cards cut in half seem to be most user-friendly for this.
  • Write each idea on a separate card.
  • Just a word or two will do for each (enough to remind you of what the idea is).

4. Think about your essay’s theme
  • Look for ideas that go together, that contradict each other, or that form a sequence.
  • From those patterns, see if a theme or argument seems to be emerging.

5. Pick out cards for a Beginning pile
Ask these questions about each card:
  • Is this a general concept about the subject of the assignment?
  • Does it give background information?
  • Is it an opinion or theory about the subject?
  • Could it be used to define or clarify the terms of the assignment? If the answer to any of these is yes, put those cards together.
6. Pick out cards for a Middle pile
Ask yourself:
  • Could I use this to develop an argument or a sequence of ideas about the assignment?
  • Could I use this as evidence for one point of view, or its opposite?
  • Could I use this as an example?
  • If the answer to any of these is yes, put those cards together in a second pile.

7. Pick out cards for an End pile
Ask yourself:
  • Does this summarise my approach to the assignment?
  • Could I use it to draw a general conclusion?
  • Could I use it to show the overall significance of the points I’ve made, and how they relate to the assignment?
If the answer to any of these is yes, put those cards together.

8. Refine your outline
Ask yourself:
  • Can I make a ‘theme’ or ‘summary’ card?
  • Are the ideas in the Middle all pointing in the same direction (a onepronged essay)? If so, arrange them in some logical order that relates to the assignment.
  • Are the ideas pointing in different directions, with arguments for and against, or about two different aspects of the topic (a two-pronged essay)?
  • Are the cards in the Beginning in the best order? Generally you want to state your broad approach first, then refer to basic information background (such as definitions or generally agreed on ideas).
  • Are the cards at the End in the best order? (You may not have any cards for your End yet . . . read on.)

9. Add to the outline
Ask yourself:
  • Have I got big gaps that are making it hard to see an overall shape?
  • >>> (Solution: make temporary cards that approximately fill the gap: ‘find example’ or ‘think of counter-argument’.)
  • Have I got plenty in one pile but nothing in another?
  • >>> (Solution: get whichever pile you have most cards for, into order. That will help you see where you go next, and you can make new cards as you see what’s needed.)

10. Not working?
  • Am I stuck because I can’t think of what my basic approach should be?
  • >>> (Solution: start with the Middle cards and think of how these ideas can address the assignment. If one point seems stronger than the others, see if you can think of others that build on it.)
  • Am I stuck because my ideas don’t connect to each other?
  • >>> (Solution: find the strongest point—the one that best addresses the assignment. Then see how the other points might relate to it. They might give a different perspective, or a contradictory one, but if they connect in some way, you can use them to develop your response to the assignment.)
  • Am I stuck because I haven’t got a Beginning or an End?
  • >>> (Solution: make two temporary cards:
  • on the first, write ‘This essay will show…’ and finish the sentence by summarising the information you’re going to put forward, the argument you’re going to make or the two points of view you’re going to discuss;
  • on the second, write ‘This essay has shown…’ and finish the sentence by recapping the information you will have given by the end of the essay, the argument you will have made, or by comingdown in favour of one of the two points of view.)

IN THIS SERIES ABOUT THE ESSAY WRITING PROCESS:

Previously…

  • Stage One: Getting Ideas
  • Stage Two: Choosing Ideas

To follow…

  • Step Four: Drafting
  • Step Five: Revising
  • Step Six: Editing
x

DEBATE: Should We Reject The American Way Of Life?

SHOULD WE REJECT THE AMERICAN WAY OF LIFE?

AGREE:

Moving towards the American way of life necessarily means the slow decay of individual national cultural identities. As these valuable and historically significant cultures vanish, the world will lose cultural diversity - such as in art, music, and literature - that has so enriched humanity’s history. In a world where the borders between states are becoming increasingly symbolic, the loss of diversity between countries will also mean a loss of choice for human beings with the desire to settle in a country that suits their tastes. As America’s culture becomes universal, Americans and others lose their ability to choose, even in the context of that great patriotic American slogan: “America: love it or leave it!”








Differences in ways of life between countries can have positive economic consequences. The economic theory of comparative advantage states that efficiency is maximized when those countries that can produce goods or services at the lowest cost do so. The entire concept of comparative advantage depends on major differences between countries and their respective ways of life. Convergence to the American way of life will mean the loss of some of the distinctive differences that are fundamental to maintaining countries’ comparative advantage in the supply of particular goods and services. For example, French culture is closely tied up with the idea of “terroir” - the special qualities of the land in particular regions, and this contributes strongly to its production of speciality foods and drinks - many of which are major exports.




The American way of life is itself unhealthy for people everywhere. Defined by a taste for salty and greasy fast foods, an overloaded work schedule, and an inactive lifestyle, the American way of life is one of the most important reasons that the American population is among the world’s most unhealthy, in terms of stress, fitness, and body weight. By soundly rejecting this unhealthy way of life in favour of more sensible and healthy routines, the world does a credit to its collective health and wellbeing.



The American way of life is naturally un-diplomatic. Lacking trust in other countries and certain of its own rightness, the United States swings between isolationism and outbursts of violence, rather than consistently engaging with the rest of the world on equal terms. This arrogant impatience has historically made it a difficult ally and an intractable foe. The American way of life is marked by a strong belief in the superiority of American institutions and values, and an intolerance of alternatives. This intolerance is what has lead the United States to boldly accept the title of “world policeman,” much to the discomfort of other nations, while at the same time refusing to be bound by international agreements (e.g. on nuclear testing, climate change or the International Criminal Court).



The American way of life should be rejected because the attitudes that define it make diplomacy difficult or impossible. America has developed its unique set of cultural institutions during its more than 200 years of nationhood. As the world’s oldest democratic republic, the United States has the advantage of having developed its culture along with its own history. Like all cultures, America’s culture is tailor-made. It addresses the particular needs - present and historic - of its home country. As such, the American way of life cannot be assumed to be transferable to other parts of the world, with different histories and realities. As experiences in Vietnam in the 1970s and Iraq in the 2000s demonstrate, attempts to spread the most basic constituent of the American way of life - democracy - often end in failure.If the desirable elements of the American way of life, such as democracy, are to be adopted by people in other parts of the world, the necessary foundation must be laid organically by the country’s own experience. That is, the country must become democratic not by adopting the American way of life, but rather by proceeding through national experiences of the sort that shifted America’s own political culture toward democracy in the late 1700s.



America’s culture should be rejected because it is inferior to those of many other nations. In film, music, art, sport and many other aspects of life, the American way is childish and simplistic. Hollywood only makes movies which appeal to the lowest instincts of the mass audience, delivering violence, dazzling special effects and simplistic story lines. Popular music is loud, aggressive and unsophisticated. Sports are designed for showy spectacle and constant celebration of frequent scoring, rather than as a prolonged examination of skill and strategy. Even clothing is garish and utilitarian. Such a culture has nothing to offer the rest of the world.



DISAGREE:


No culture in the world can survive if unchanging. In order to survive, the cultures of the world have always - and must always - adapted to new conditions and realities. As America’s global authority increasingly becomes a reality, cultures will begin to slowly move towards the American way of life not as a product of force, but rather as a natural consequence of increased contact with America’s dominant culture. Some cultural institutions will be lost, others will survive, and still others will become altered in reaction to it. Resisting the evolutionary impact of the American way of life would only serve to counteract an extremely important process in the histories of the world’s cultures.



Rejecting the American way of life denies the world’s people important economic advantages, especially in terms of mobility. The more similar countries’ cultures are, the more likely one is to be able to move between them, seeking economic opportunity and advantage. Many economists believe that mobility of labour (that is, the ability of workers to move across international frontiers) is an important ingredient of economic growth. As cultures move towards the American way of life, they will be better able to make easy the free movement of people to fill specific demand for their labour or skills, because many of the most difficult barriers to movement, in particular those that deal with adjustment to new cultural surroundings, would dissolve.



The American way of life may well be unhealthy, but it is also delicious. Americans are not the only people who flock to the purveyors of freeze-dried, deep-fried, sugary, salty, and greasy foods. W The reason that so many indulge this way is that fast food, for all its faults, is tasty. If we are to accept the virtues of an individual’s choice, the American way of life must not be rejected.







Sparks only ever fly between countries when their foreign policies are at odds. These potentially dangerous foreign policy differences reflect deeper differences between the cultures of the countries concerned. As countries move toward the American way of life the differences that would otherwise increase the potential for foreign policy conflict will diminish. Values will become shared, institutions will become similar, and ideas will become consistent, leading to an increase in harmony between peoples and countries. It has been said that no two countries both possessing branches of MacDonalds have ever gone to war!



As far as ways of life are concerned, the American is a pretty strong choice. The American way of life boasts an emphasis on hard work, self-sacrifice, equality, and democracy. Cultures converge toward this particular set of traits because they are uniquely desirable as a way of life. Convergence between cultures is a necessary consequence of an increasingly interconnected and globalized world. And if cultures are to converge, then the American way of life, with its admirable values and great institutions, is a strong option. In other words, when it comes to cultural evolution and diffusion, one could do a lot worse than to converge towards the American way of life.



It is a mistake to see American culture as all of a piece - there are many different aspects to US popular entertainment, including jazz, blues, indie film-making, experimental art, cutting-edge architecture, demanding literature, etc. Most Americans enjoy the diversity of cultural options available to them, and it is this, as well as the individual art forms, which the rest of the world can learn from. But at its best, all American culture is possessed of a democratic spirit and accessibility, which marks it out from the elitism of art, music, etc. in much of the rest of the world.




Friday, 19 November 2010

VOCABULARY BUILDING - Module 7

7. 1

1. cells, 2. adolescents, 3. collapsed,
4. friction, 5. commodity, 6. affiliate,
7. muscle, 8. dissolve, 9. repudiated,
10. saint, 11. aristocracy, 12. democracy,
13. invoke


7. 2

1. depressed, 2. obsolete, 3. odour, 4. refute,
5. texture, 6. pragmatic, 7. incessant,
8. scores, 9. creditors, 10. confer, 11. policy,
12. migrate, 13. configuration


7. 3

1. b, 2. g, 3. e, 4. f,
5. l, 6. c, 7. a,
8. j, 9. i, 10. k,
11. d, 12. h


7. 4

1. rhythm, 2. domestic, 3. conserve, 4. defer,
5. incentives, 6. corporate, 7. fraction, 8. horror,
9. alcohol, 10. prudence, 11. negotiate,
12. competence, 13. peasants


7. 5

1. Finance, 2. reform,
3. continent, 4. tissue,
5. stereotype, 6. astronomy,
7. neutral, 8. nutrients,
9. transact, 10. schedule,
11. degrade, 12. rectangle


7. 6

1. precipitated a crisis, 2. thermal energy,
3. salt crystals, 4. pleaded not guilty,
5. a code of ethics, 6. Sibling rivalry,
7. intermediate stages, 8. political spectrum,
9. campaign of terror, 10. colloquial language,
11. contingent upon, 12. US Congress

Friday, 22 October 2010

Reading Material

Purpose, Situation and Audience

Your explicit or stated reason for writing is your purpose: Why are you writing in the first place? What do you hope your words will accomplish? In college, the general purpose is usually specified by the assignment: to explain, report, analyze, argue, interpret, reflect, and so on. Most papers will include secondary purposes as well; for example, an effective argument paper may also need explaining, defining, describing, and narrating to help advance the argument.If you know why you are writing,your writing is bound to be clearer than if you don’t. This doesn’t mean you need to know exactly what your paper will say, how it will be shaped, or how it will conclude,but it does mean that when you sit down to write it helps to know why you are doing so.

The rhetorical purpose of most writing is persuasive: you want to make your reader believe that what you say is true. However, different kinds of writing convey truth in different ways. If your purpose is to explain, report, define, or describe, then your language is most effective when it is clear, direct, unbiased, and neutral in tone. However, if your intention is to argue or interpret, then your language may need to be different. If you know your purpose but are not sure which form, style, or tone best suits it, study the published writing of professionals and examine how they choose language to create one or another effect.

College writing is usually done in response to specific instructor assignments — which implies that your instructor has a purpose in asking you to write. If you want your writing to be strong and effective, you need to find a valid purpose of your own for writing. In other words, you need to make it worth your while to invest a portion of your life in thinking about, researching, and writing this particular paper. So, within the limits of the assignment, select the aspect which most genuinely interests you, the aspect that will make you grow and change in directions you want to change in. For example, if you are asked to select an author to review or critique, select one you care about; if asked to research an issue, select one about which you have concerns, not necessarily the first that comes to mind. If neither author nor research issue comes to mind, do enough preliminary reading and research to allow you to choose well, or to allow your interest to kick in and let the topic choose you. Go with your interest and curiosity. Avoid selecting a topic just because it’s easy, handy, or comfortable. Once you purposefully select a topic, you begin to take over and own the assignment and increase your chances of writing well about it.

As I’ve just implied, part of the purpose includes the subject and topic. The subject is the general area that you’re interested in learning more about.For example,all of these would be considered subjects:American literature, American literature in the 1920s, New York City authors, the Harlem Renaissance, Jean Toomer, Cane. Even though the subject Cane (the title of a collection of short stories by Jean Toomer) is far more specific than the subject American literature, it’s still only a subject until you decide what about Cane you want to explore and write about—until you decide upon your topic in relation to Cane:perhaps a difficulty in one particular story in the collection, a theme running through several stories, or its relationship to other Harlem Renaissance works.

The general subject of a college paper could be a concept, event, text, experiment, period, place, or person that you need to identify, define, explain, illustrate, and perhaps reference—in a logical order, conventionally and correctly. Many college papers ask that you treat the assigned subject as thoroughly as possible, privileging facts, citing sources, and downplaying your writer’s presence.

Learn your subject well before you write about it; if you can’t, learn it while you write. In either case, learn it. To my own students I say: plan to become the most knowledgeable person in class on this subject; know it backward and forward. Above all else, know it well beyond common knowledge, hearsay, and cliché. If it’s a concept like postmodern, know the definition, the explanations, the rationales, the antecedents, and the references, so you can explain and use the term correctly. If it’s an event such as the Crimean War, know the causes, outcomes, dates, geography, and the major players. If it’s a text, know author(s), title, date of publication, genre, table of contents, themes, and perhaps the historical, cultural, social, and political contexts surrounding its publication. Then write about a specific topic within this subject area that you are now somewhat of an expert on. The following suggestions will help you think about your purpose for writing:

  • Attend closely to the subject words of your assignments. If limited to the Harlem Renaissance,make sure you know what that literary period is, who belonged to it, and the titles of their books.
  • Attend closely to the direction words of all your assignments. Be aware that being asked to argue or interpret is different from being asked to define or explain—though, to argue or interpret well may also require some defining or explaining along the way.
  • Notice the subjects to which your mind turns when jogging, driving, biking,working out,walking, or just relaxing.Will any of your assignments let you explore one of them further?

SITUATION

The subjects of college papers don’t exist in isolation. The environment, setting, or circumstance in which you write influences your approach to each writing task. The general setting that dictates college writing is educational and academic, though more particular circumstances will surround each specific assignment. For example, each assignment will be affected to some extent by the specific disciplinary expectations of a given college, course, and grade level, so that if you want to write a given paper successfully, it’s your job to identify these. Are the expectations at a college of Arts and Sciences any different from those at the colleges of Business, Engineering, Agriculture, or Education? What conventions govern the writing in English courses and how are they different from those that govern sociology, art, or nursing? What assumptions can you make if enrolled in an advanced class versus an introductory class?

You already know that writing in college, like writing in secondary school, will be evaluated, which puts additional constraints on every act of writing you perform.Consequently, your writing, while displaying disciplinary knowledge, must be clear, correct, typed, and completed on time. Be aware that in your physical absence, your writing speaks for you, allowing others to judge not only your knowledge, but other intellectual habits, such as your general level of literacy (how critically you read, how articulately you make an argument), your personal discipline (the level of precision with which the paper meets all requirements), your reasoning ability (does your approach demonstrate intelligence, thoughtfulness?), and possibly your creativity (is your approach original, imaginative?). In other words,every piece of writing conveys tacit,between-the-lines information about the writer, as well as the explicit information the assignment calls for. Therefore, as you are writing consider the following:

  • Know who you are. Be aware that your writing may reflect your gender, race, ethnic identity, political or religious affiliation, social class, educational background, and regional upbringing. Read your writing and notice where these personal biases emerge; noticing them gives you more control, and allows you to change, delete, or strengthen them—depending upon your purpose.
  • Know where you are. Be aware of the ideas and expectations that characterize your college, discipline, department, course, instructor, and grade level. If you know this context, you can better shape your writing to meet or question it.
  • Negotiate. In each act of writing, attempt to figure out how much of you and your beliefs to present versus how many institutional constraints to consider. Know that every time you write you must mediate between the world you bring to the writing and the world in which the writing will be read.


AUDIENCE

Most of us would agree that talking is easier than writing. For one thing, most of us talk more often than we write—usually many times in the course of a single day—and so get more practice.For another,we get more help from people to whom we speak face to face than from those to whom we write.We see by their facial expressions whether or not listeners understand us, need more or less information, or are pleased with our words.Our own facial and body expressions help us communicate as well. Finally, our listening audiences tend to be more tolerant of the way we talk than our reading audiences are of the way we write: nobody sees my spelling or punctuation when I talk, and nobody calls me on the carpet when, in casual conversation, I miss an occasional noun-verb agreement or utter fragment sentences.

However, writing does certain things better than speaking. If you miswrite, you can always rewrite and catch your mistake before someone else notices it. If you need to develop a complex argument,writing affords you the time and space to do so. If you want your words to have the force of law,writing makes a permanent record to be reread and studied in your absence. And if you want to maintain a certain tone or coolness of demeanor, this can be accomplished more easily in writing than in face-toface
confrontations.

Perhaps the greatest problem for writers, at least on the conscious level, concerns the audience who will read their writing:What do they already know? What will they be looking for? What are their biases, values, and assumptions? How can I make sure they understand me as I intend for them to? College instructors are the most common audience for college writing; they make the assignments and read and evaluate the results. Instructors make especially difficult audiences because they are experts in their subject and commonly know more about it than you do. Though you may also write for other audiences such as yourself or classmates,your primary college audience remains the instructor who made the assignment.


Taken from “College Writing : a personal approach to academic writing” by Toby Fulwiler (Heinemann 2002)

VOCABULARY BUILDING - Module 6

6. 1

1. academic, 2. metabolism, 3. strata,
4. aroused, 5. interlocking, 6. hierarchy,
7. radical, 8. compute, 9. benefits,
10. degenerated, 11. instinct, 12. contend


6. 2

1. protest, 2. interact, 3. Medium-,
4. abnormal, 5. participated, 6. oblige,
7. decline, 8. tone, 9. commit,
10. terminology, 11. awe, 12. appeal


6. 3

1. e, 2. b, 3. d, 4. f, 5. c, 6. a,
7. h, 8. i, 9. g, 10. k, 11. l,
12. m, 13. j


6. 4

1. clarify, 2. propagate, 3. converse,
4. inclined, 5. assist, 6. extracts, 7. sustain,
8. urban, 9. propensity, 10. activists


6. 5

1. legal, 2. revise, 3. an adult, 4. collided,
5. comment, 6. assured, 7. prospered,
8. income, 9. locate, 10. fertile,
11. console, 12. volume, 13. co-operate


6. 6

1. keep your nerve, 2. economic sanctions,
3. endless cycle, 4. attain their goals,
5. go off at a tangent, 6. identical twins,
7. virtual reality, 8. under the microscope,
9. southern hemisphere, 10. brief interlude,
11. niche market

Friday, 15 October 2010

Task 1 - Session 6


Surely it would be better for passenger aircraft to have rear facing seats?





VOX POPULI
:

Backward-facing seats are safer in airplanes, just as backward-facing baby seats are safer in cars.

There's a lot of psychological resistance to seats that face backwards. People might not want to fly on an airliner with seats arranged in this way. So airlines put the seats facing forwards.

Some military transports have seats that face backwards.

I prefer to sit with my back to the pilot, I feel a lot safer and def. more comfortable, my ankles don't swell as much.

A large percentage of people just don't feel good about facing backwards when travelling, and there aren't enough sick bags on board to cope with the consequences.

You may find it more comfortable to face backwards, but most people don't. It's natural to want to face the way you're going, whether you're in a car or on a bus, train, or plane.

Mind you, if cut price airlines have their way, we'll probably be sitting on hard wooden benches running the length of the aircraft before long, or standing up.

Rear-facing seats are safer; forward-facing passengers are seven times more likely to suffer injuries than aft-facing passengers, as demonstrated by the FAA.

Think of it: during an emergency landing situation, the body's energy of forward motion would be distributed by the seat back, rather then waist seat-belt. Many military transporters have aft-facing seats.

So why do commercial aircraft have forward facing seats? Simply because passengers are more comfortable with them; they are scared to fly backwards. Money is an issue as well - aft-facing seats require stronger and heavier seat backs and floor attachments.

I believe it's always been the case that people instinctively prefer to face the way they are going, mostly so they can see trouble coming, not that that is relevant in an aircraft nowadays. Thus aircraft seats have "always been that way" except in some military airlift operations where the passengers don't have any say in the matter . . . Yes, it's safer, I'm sure.

People like to face the way they are going, they are more comfortable that way and everyone has to face the same way or the sardine packing doesn't work.

The RAF/MoD aircraft I used to fly on had rear facing seats. The RAF wants its passengers to walk away from bad landings, at least as often as possible.

I suspect that forward facing seats are simply the traditional way of doing things.

If something goes wrong at 30,000 feet in the air, and that some seating arrangement, or seat cushion is going to save you is nothing more then the airline's mental brainwashing to make you think your safe. Bottom line, your going to die.

It's for comfort. When an airplane is flying, it is on a slight incline (about 3 deg). The incline would be about 7-10 deg during climb to altitude.. You would probably be adjusting yourself in the seat to keep from sliding toward the back of the airplane.

During a crash, the seat backs aren't strong enough to take the full body weight. Although in a crash, that would be a moot point.

During landings, the same issue. Pilots seem to go into a 'panic' stop on landing. All the stress from numerous landings would weaken the seat backs. The stresses isn't that great on takeoff.

I guess the biggest question is whether or not it all really matters. In the case of an airplane crash, most if not all people are going to die anyways.



Your Task for this week:

There is a feature article in a national newspaper criticizing the fact that the passenger seats face the "wrong way" in commercial aircraft.

You work for the PR department of 'IUP AIR'. Write a letter to the newspaper defending your airline's decision to continue using forward facing seats in your aircraft.


No more than ten sentences. No less than six.




Indonesia's capital

http://www.megaupload.com/?d=GVSAU4ZT

COMMENTS from the online version of The Economist:

DemocratDom wrote:
Sep 23rd 2010 6:35 GMT

"What Jakarta really needs is a metro." Amen to that!


gocanucks wrote:
Sep 23rd 2010 7:09 GMT

They should move the capital to Yogyakarta, which is already the cultural heart of the country. But that's very unlikely to happen. Moving capital is such a logistic and bureaucratic nightmare that only a strong dictator can make it happen (like the one in Myanmar).


bismarck111 wrote:
Sep 23rd 2010 11:24 GMT


@gocanucks

"They should move the capital to Yogyakarta, which is already the cultural heart of the country. But that's very unlikely to happen. Moving capital is such a logistic and bureaucratic nightmare that only a strong dictator can make it happen (like the one in Myanmar)."

It was once the Capital of Indonesia for a short period of time when they were fighting the Dutch. Yougakarta as the capital is a bad idea because

1) It reinforces the notion that the Javanese are the rulers of Indonesia
2) its prone to Earthquakes.

There have been suggestions to move it all the way to Central Kalimantan. The geographic heart of Indonesia. They have no Earthquakes there.


Senjata wrote:
Sep 23rd 2010 11:51 GMT


bismarck111,

I concur with your comments about Yogyakarta ... and I love Yogyakarta (my wife is related to the Sultan). Yogyakarta isn't the heart of the country; it's the heart of Java.

Better idea? Bandung. I can envision Bandung as the capital.

Ironic, no? Myanmar copies Dwi Fungsi and Indonesia copies moving capitals.


Cloudwarrior wrote:
Sep 24th 2010 12:00 GMT

@gocanucks

Countries that have moved their capital (just off the top of my head):
Australia
USA
Brazil
Malaysia
Germany
Kazakstan


dbunten wrote:
Sep 24th 2010 3:45 GMT

Aren't you folks not supposed to use the word "moot"?


Tristan F Krumpacker III wrote:
Sep 24th 2010 2:24 GMT

What's a metro? Trams? Underground rail?


bismarck111 wrote:
Sep 24th 2010 8:46 GMT

@Senjata

"

bismarck111,

I concur with your comments about Yogyakarta ... and I love Yogyakarta (my wife is related to the Sultan). Yogyakarta isn't the heart of the country; it's the heart of Java.

Better idea? Bandung. I can envision Bandung as the capital.

Ironic, no? Myanmar copies Dwi Fungsi and Indonesia copies moving capitals."

Bandung is a poor capital, because

1) Bad for planes.
2) There will gridlock on tollways between Bandung and Jakarta
3) It will end up like Mexico City.

Sukarno suggested Palangkaraya in central Kalimantan.


seanjava wrote:
Sep 26th 2010 4:16 GMT

Palangkaraya has been suggested, but has that been well thought out? It is in the middle of a peat swamp, far from anywhere. It can be cut off from the outside world in the rainy season. Is it really a good choice?
This tiny, grimy city was originally made capital of Central Kalimantan so the Dayaks could have their own province; usurping it for the national capital might seem a bit rude.

I was amused to recently read that Lagos, Nigeria, recently got a bus lane system. This is all Jakarta has- the dreadful, overcrowded Busway. At Senen the queues to get onto it can be hundreds of metres long. While even second-rung Chinese cities like Ningbo and Huangzhou are getting subways, it remains beyond the means of Jakarta's 'ruling' elite. The article is spot on in claiming that infrastructure is a problem for Indonesia. Java, one of the most overcrowded places on Earth, is still decades away froma decent freeway system. A recent article in the local press suggests the likeliest answer: corruption. An audit of more than 300 local authorities found that an average of 94% of budgets was being spent on offices, salaries and equipment for governement officials. A measly 6% was going into development of any description. As a liberal Westerner living here, I would dearly love Indonesian democracy to be a success. But right now it seems incapable of getting anything done.


Tomsiv wrote:
Sep 26th 2010 5:23 GMT

Maybe they shouldn't move the capital, but rather abolish it and outsource government to Singapore :)


WestAfricanChief wrote:
Sep 26th 2010 7:16 GMT

@cloudwarrior

Add Nigeria to the list of countries that moved their capital

Good thing too cause I can't imagine lagos today would have coped


Pasaribu wrote:
Sep 26th 2010 9:10 GMT

I think those high officials at the Office of the Jakarta Administration must think that they need to do something because the threat is imminent and real! How could a city as big as Jakarta does not have proper Mass Transit Rapid System (MRT), which is required to lessen the dependency on private transportation. In this regard, it is the high time already for SBY to set up a deadline to be met by the Governor of Jakarta to start the development of MRT, or, Jakarta will be clogged by millions of private vehicles in the very near future. Please be rational and make Jakarta a real showcase of Indonesian development!


Ken Ward wrote:
Sep 28th 2010 1:52 GMT

The idea that President Yudhoyono felt that he was upstaged by his Vice-President, the very low-profile Boediono,is really quite funny. It is more likely that he was reacting to criticism of the delays that his motorcade travelling from his residence near Bogor to the presidential palace in Jakarta causes every day to other commuters that prompted him to talk about moving the capital. Moving the administrative capital somewhere else will be difficult enough. Moving the commercial capital will be impossible, so that gridlock is doomed to persist.


Xiaochen Su wrote:
Sep 28th 2010 2:21 GMT

With Java's incredible population density, it is economically feasible to create an island-wide commuter rail system like the ones in Japan...but that seems to be asking too much from the Indonesian government...

FOR ARTICLES IN THE JAKARTA POST GOING BACK TO 2009

CLICK HERE

VOCABULARY BUILDING - Module 5

5. 1

1. X-rays, 2. edit, 3. version, 4. trivial,
5. homogeneous,
6. stress, 7. aid, 8. symptom,
9. traits, 10. overlapped,
11. biology, 12. enlighten


5. 2

1. absorb, 2. contrary, 3. secure, 4. respond,
5. categories, 6. objective, 7. stimulated, 8. implement,
9. suppress, 10. duration, 11. expel, 12. transformed


5. 3

1. f, 2. g, 3. e, 4. c,
5. h, 6. l, 7. a, 8. b,
9. i, 10. j,
11. k, 12. d


5. 4

1. advocate, 2. contract, 3. preliminary, 4. tiny,
5. graph,
6. transferred, 7. dictates, 8. subtle,
9. retard,
10. compound, 11. insisted


5. 5

1. disputes, 2. execute, 3. restore, 4. supplement,
5. confronted, 6. diffuse, 7. superior, 8. rudimentary,
9. instruct, 10. label, 1, 1. client, 12. fraud


5. 6

1. at regular intervals, 2. abstract thought,
3. force of gravity, 4. crisis of confidence,
5. legitimate concern,
6. within a radius,
7. err on the side of caution,
8. lines intersect,
9. imposed a ban, 10. research institutes,

11. perpetrated crimes

Gobbledygook Generator!

http://www.plainenglish.co.uk/examples/gobbledygook-generator.html

Sunday, 10 October 2010

Forty Golden Rules Of Marketing

You may agree or you may disagree. Either way the following list makes good food for thought.

  • Rule 1 Rules are Meant to be Broken
  • Rule 2 Marketing Must Result in Sales
  • Rule 3 Plan a Little So You Can Do a Lot More
  • Rule 4 Know What You're Aiming At
  • Rule 5 Pick the Problem You Want to Solve
  • Rule 6 Get to Know Your Customers
  • Rule 7 Target Your Messages
  • Rule 8 Customers Are People Too
  • Rule 9 See the Forest and the Trees
  • Rule 10 Change the Words, Not the Idea
  • Rule 11 Involve Them and They Will Understand
  • Rule 12 Be Different
  • Rule 13 Admit When You Make a Mistake
  • Rule 14 Messages Need Testing Too
  • Rule 15 Just Say No to Jargon
  • Rule 16 Be Compelling
  • Rule 17 Do It Their Way
  • Rule 18 Be Consistent
  • Rule 19 Use the Right Tools
  • Rule 20 See and Be Seen
  • Rule 21 Blogs are Good
  • Rule 22 Email is Personal
  • Rule 23 Viral Marketing is a Tactic
  • Rule 24 Be Critical
  • Rule 25 Always Have a Next Step
  • Rule 26 Change is Your Friend
  • Rule 27 PR Doesn't Mean Press Release
  • Rule 28 Tradeshows Will Never Die
  • Rule 29 Clicks Aren't Customers
  • Rule 30 A Launch is a Process, Not an Event
  • Rule 31 Don't Get Caught in the Hype
  • Rule 32 The Whole is Greater Than the Sum of its Parts
  • Rule 33 Marketing Plans are Good
  • Rule 34 Marketing is Art
  • Rule 35 Marketing is Science
  • Rule 36 Make Them Laugh
  • Rule 37 Always Have a Deadline
  • Rule 38 Everyone is a Marketing Expert
  • Rule 39 Deliver What You Promise
  • Rule 40 Give it a Chance
  • Rule 41 Don't Follow the Pack .
  • Rule 42 These are My RulesWhat are Yours?
Any comments or thoughts?

Which 10 did you choose in class?

Any missing 'Golden Rules'?

Web Site - Two Sentence Stories

Here's a rather interesting web site:

http://www.twosentencestories.com/

If anyone one wants to try writing Two Sentence Stories of their own why not post them here using the COMMENTS feature?

The Nine Apples Puzzle

You have nine apples which all look identical.

One of them is slightly heavier than the rest.

You have a pair of weighing scales.

What is the LEAST number of times you would have to use the scales to guarantee that you will identify the heavier apple?

Answers and explanations in the COMMENTS below please.

Task - Session 5

SELECT 5 OBJECTS TO REMIND YOU OF YOUR FIRST SEMESTER AT UGM. THEY WILL BE PUT IN A TIME CAPSULE THAT WILL BE OPENED AT A REUNION PARTY IN 2035. BRIEFLY EXPLAIN YOUR CHOICES.

Six Stages of the Essay Writing Process - 2

Stage Two: Choosing Ideas

This step is about having a look at all the ideas we’ve got and assessing them. This is where we start to discriminate between the ideas we definitely can’t use, and ones that have some potential. To do that, we need to remind ourselves what our writing job is trying to do. The purpose of imaginative writing, you’ll remember, is to ‘entertain’, so for choosing an idea the test will be: can the idea be made ‘entertaining’? The answer will be yes if the idea could engage a reader’s feelings, let the reader see or hear something, or make a reader want to know what happened next.

The purpose of an essay is to persuade or inform or both, so the test we’ll use will be: can this idea be used as part of an argument, or as information about the topic? The answer will be yes if the idea would give the reader facts about the subject, a general concept about it, or an opinion about it, or if the idea could be used as supporting material or evidence. Once you’ve chosen the ideas you think you can use, two things will happen:

  • You’ll get a sense of the shape your piece might take—what it could be about.
  • You’ll see where there are gaps—where you need to think up a few more ideas.

You might be thinking: ‘Why didn’t we just gather useful ideas in the first place?’ The reason is that useful ideas and useless ideas often come together in the same bundle. If you never let the useless ideas in, you’ll miss some of the useful ones too.

So, the purpose of an essay is to persuade or inform or both. That means engaging the readers’ thoughts rather than their feelings. They might get some information from your essay or they might see information arranged to illustrate a general concept. Or they might be persuaded of a particular point of view about the topic. In this case the point of view will be supported by examples and other kinds of evidence. For an essay, then, we’ll apply three basic tests to all our ideas. At this stage you probably don’t know exactly what arguments or points your essay is going to make. That’s okay, you don’t have to know that yet. Going through the ideas you have (the ones you collected in Stage One) and applying these tests will help you clarify that:

1. The information test

  • Does this idea provide any facts about the subject (for example, a definition, a date, a statistic or background information)?
  • Ask yourself:
  • Could I use this to clarify the terms of the assignment (a definition, explanation of words)?
  • Could I use this to clarify the limitations of the assignment (narrowing it to a particular aspect)?
  • Could I use this as a fact (a date, a name, a statistic)?
  • Could I use this as general background information (historical overview, background information, some sort of ‘the story so far . . .’)?
If the answer to any of these is yes, choose it.

2. The concept test

  • Could I use this to put forward a general concept about a subject (an opinion, a general truth or a summary)?
  • Could I use this as part of a theory or an opinion about the subject (either my own or someone else’s)?
  • Ask yourself:

  • Could I use this as part of a general concept about the subject (a general truth or broad idea)?
  • Is this an opinion about the subject (either my own or someone else’s)?
  • Could I use this as part of a theory about the subject?
If the answer to any of these is yes, choose it.

3. The evidence test

  • Could I use this to support any information I present?
  • Could I use this to support an opinion (point of view) or theory about the subject?
  • Is it a concrete example of the idea I’m putting forward?
  • Is it a quote from an authority on the subject, or some other kind of supporting material?
  • Ask yourself:

  • Could I use this as an example of something to do with the assignment?
  • Could I use this to support any idea or point of view about the assignment?
  • Is this a quote from an authority or an established fact, or any kind of specific case in point?
If the answer to any of these is yes, choose it.

What if this isn’t working?

Ask yourself:

  • Am I stuck because I’m not sure exactly what points I’ll make in my essay?
  • (Solution: you don’t have to know that yet. Just choose anything that seems relevant to the assignment. Once you’ve chosen your ideas, then you can work out exactly how to use them.)
  • Am I setting my standards for choosing unrealistically high?
  • (Solution: lower them, just to get yourself started—even Einstein had to start somewhere.)
  • Am I trying to find things that could be used just as they are?
  • (Solution: recognise that these early ideas might have to be changed before you can use them.)
  • Am I disappointed not to be choosing more ideas?
  • (Solution: even if you only choose a couple of ideas from your list, that’s okay. You can build on them.)

Repeat this process with the other things you did in Stage One

• the cluster diagram;
• the research;
• the freewriting.


Previously…
Stage One: Getting Ideas

To Follow…
Stage Three: Outlining
Stage Four: Drafting
Stage Five: Revising
Stage Six: Editing

Friday, 8 October 2010

Six Stages of the Essay Writing Process - 1

Stage One: Getting ideas

For an essay, your aim is to persuade or inform your readers about the topic, so you want to end up with ideas that will persuade or inform. Where do you start? Should you find out about the topic by doing research first? But how do you know what you need to research? Like so much of writing, it’s a chicken-and egg sort of thing. The thing is not to worry about whether you’ve got a chicken or an egg. You need both and it doesn’t matter which you start with. The place to start is to put down everything you already know or think about the topic. Once you get that in a line, you’ll see where to go next. Don’t worry yet about your theme or your structure. You’re not writing an essay yet—you’re just exploring. The more you explore, the more ideas you’ll get, and the more ideas you have, the better your essay will be.

Making a list

Writing an essay takes several different kinds of skills, but the first one is easy. We can all write a list. Start the list by writing down the most important word or phrase (the key word) from the assignment, then putting down every thought that comes to you about it.

Making a cluster diagram

A cluster diagram is really just another kind of list, but instead of listing straight down the page, you list in clusters around a key word. Think of the spokes of a wheel radiating out from the hub. Something about the physical layout of a cluster diagram often makes it easier for ideas to start flowing. You can jump around from cluster to cluster, adding a thought here and a thought there.

Researching

When you write an essay, you’re usually expected to find out what other people have already thought about the subject. Your own ideas are important too, but they should be built on a foundation of what’s gone before. You don’t have to reinvent the wheel. Since most essays rely on this kind of foundation, you need to know how to do it properly. I’ll take a moment here to talk about how to research (otherwise known as independent investigation). Research is about getting some hard information on your subject: actual facts, actual figures. The sad thing about research is that usually only a small percentage of it ends up in your final draft. But like the hidden nine-tenths of an iceberg, it’s got to be there to hold up the bit you can see. You often research several times during the writing process. The first time you mightn’t know exactly what you’ll be writing about, so research will be fairly broad-based. As the essay starts to take shape, you’ll have narrowed the topic down. At that stage you might research again to find specific details.

How do you research?

First you have to find your source of information. You might look at books, journals, videos, newspapers, on the Internet, on CD-ROM. You go to reference books like dictionaries and encyclopedias. You might also do your own research: interviewing people, conducting an experiment, doing a survey. In the case of my topic, reading the novels themselves is research (the novels are ‘primary sources’), and so is finding anything that critics or reviewers might have said about them (these are ‘secondary sources’).

A word about acknowledgement

Because you’re piggy-backing on other people’s work, you have to let your reader know that—to give credit where credit is due. You can do this either in the text of the essay, in footnotes or in a list of sources at the end. Once you’ve found your source, you can’t just lift slabs of it and plonk them into your essay. You have to transform the information by putting it into your own words and shaping it for your own purposes. An essential first step in this process is taking notes. If you can summarise a piece of information in a short note, it means you’ve understood it and made it your own. Later, when you write it out in a sentence, it will be your own sentence, organised for your own purposes.

How to take notes

Before you start taking notes, put a heading that tells you exactly what the source is. This means you can find it again quickly if you need to and you can acknowledge it. In the case of a book, you should note the name of the author, the title of the book, the date and place of publication, and the page or chapter number. The call number (the library number on the spine) is also useful. (It’s tempting to skip this step, and I often have. The price is high, though—frustrating hours spent flipping through half-a-dozen books looking for one particular paragraph so you can acknowledge the source of your information or find some more detail.) With the net, make sure to bookmark interesting or relevant pages visited.

  • Use the table of contents and the index to go straight to the relevant parts.
  • Skim-read to save time once you’ve got to the relevant parts.
  • Write down the main words of the idea with just enough connecting words for your note to make sense.
  • Put only one point per line.
  • Sometimes turning the information into a diagram is the best way to make notes.
  • Put your notes under headings so you can see the information in bundles. Often, the research is already organised under headings: you can just copy those.
  • If you can’t see how to reduce a big lump of research to a few snappy lines, try the ‘MDE’ trick: find its Main idea, then its Details, then any Examples.
  • Develop a shorthand that works for you—shorten words (for example, char. for character), use graphics (for example, sideways arrows to show cause and effect, up and down arrows to show things increasing or decreasing).

The cheat’s note-taking

People often ‘take notes’ by highlighting or underlining the relevant parts of a book or article. This is certainly easier than making your own notes, but it’s not nearly as useful. The moment when you work out how to summarise an idea in your own words is the moment when that idea becomes yours. Just running a highlighter across someone else’s words doesn’t do that—the idea stays in their words, in their brain. It hasn’t been digested by you.

Freewriting

Freewriting is just a fancy word for talking onto the page—a way of thinking aloud about the topic in an unstructured way. It’s like the ‘free association’ exercises that psychologists use: it’s just nonstop writing. The reason freewriting works is that you can let your brain off the leash for a while and send it out to find ideas. Ideas are shy little things and they won’t come if you try to bully them, or if you keep criticising them. The important thing with freewriting is not to stop and think. Just keep the ideas flowing out the end of your pen onto the page. It’s true that your essay needs to be thought-out and planned, and it will be. But this isn’t the essay—this is just another way of getting ideas for the essay. There’s a time to question whether these ideas are useful. But that time isn’t now. Now is the time to invite in any ideas that may happen by.

ERROR IDENTIFICATION #3

What's the wrong with each of the sentences below?

The answers are in the COMMENTS below. Be sure to try to find your own answers before looking at mine!


  1. Her parents can have influenced her decision to resign.
  2. I was in my office all day. You may have come to see me at any time.
  3. We made some research into the state of the Swedish car industry.
  4. I'm afraid I did a mistake in the calculation.
  5. The fence was collapsed during the storm.
  6. Before his lecture Professor Taylor was introduced us.
  7. The orchestra was conducted.
  8. I'm not able to believe she's 50. She looks much younger than that.
  9. After the trees have been cut back, we can see more of the garden from the sitting room.
  10. She was bruised quite badly in the accident. It has got to still hurt a lot.
  11. When I went to school we must learn Latin.
  12. He didn't cook the dish himself so you mustn't eat it all. He won't be offended.
  13. You needn't a special pass to get in.
  14. 'Can I use the computer?' 'Of course you could'
  15. He should like some milk, please.
  16. He appeared having trouble with his car.
  17. The police got suspicious of two men looking into all the cars.
  18. He would have a distinction in the exam, but he answered question two badly.
  19. It's not worth having the trouble to write to him. He never replies.
  20. Oh dear! Yogya is the cpaital of Indonesia? You couldn't be wronger!
Don't give in too easily. Don't check the answer as soon as your brain starts hurting. Figure it out for yourself.