Keynote slides for my presentation at the 2011 JALT PAN-SIG conference: The role of graphics in business English texts.

1. The role of graphics in
business English textbooks
Cameron Romney
& Leon Bell
Center for Foreign Language Education
Momoyama Gakuin University
JALT PAN-SIG Conference
May 22, 2011

2. Agenda
1. Background 3. Results
2. Methodology 4. Discussion

3. Background

4. Levin (1981)
• 8 point typology
• Not exclusive to language teaching

5. Levin (1981)
1.Decoration 5.Representation
2.Remuneration 6.Organization
3.Motivation 7.Interpretation
4.Reiteration 8.Transformation

6. Misanchuk (1992)
Decorative Instructional
1. Decoration 3. Motivation
2. Remuneration 4. Reiteration
5. Representation
6. Organization
7. Interpretation
8. Transformation

7. Misanchuk (1992)
Decorative Instructional
1. Decoration
2. Remuneration 4. Reiteration
3. Motivation 5. Representation
6. Organization
7. Interpretation
8. Transformation

8. Hill (2003)
General survey of images in ELT texts
• color vs. black & white
• illustration vs. photographs
• people, places, things, actions, etc.

9. Hill (2003)
2nd survey (only 2 texts)
Use vs. Decoration

10. Hill (2003)
Use Decorative Total
Images 185 226 411
Percent 45% 55% 100%

11. Our Survey
Decorative
vs.
Instructional

12. Methodology

13. Methodology
• Business English Texts

14. 15 BE Texts

15. Methodology
• Business English Texts
• Count pictures

16. Things we counted
Photographs Illustrations Maps

17. Things we didn’t count
Charts Logos Icons

18. Methodology
• Business English Texts
• Count pictures
• Assign binary categories:
• decorative
• instructional

19. Criteria for
Decorative v. Instructional
Are there written instructions in the text on
how to use the graphic?
Yes No
↓ ↓
Instructional Decorative

20. Criteria for
Decorative v. Instructional
Misanchuk (citing several studies): “while
students may look at the pictures that
accompany text, they ... don’t actually use
them to learn unless told to do so.” p. 249

21. Results

22. Results
Yes No Total
Images 610 1655 2265
Percent 27% 73% 100%

23. Instructional Decorative
QuickWork 98%
GlobalLinks 88%
MarketLeader 87%
PassportToWork 87%
InCompany 87%
BusinessResult 85%
EnglishforBusiness 82%
BusinessVision 81%
IntelligentBusiness 79%
English365 74%
OxfordBusEnglish 72%
BusinessExplorer 66%
GetReady 57%
BusinessVenture 44%
BusinessStart-Up 40%
0% 50% 100%

24. vs. Hill (2003)
Texts Total Images Yes No
Hill 2 411 185 226
(2003)
Current
15 2265 610 1655
Study
Hill -89% -85% 45% 55%
(2003)
Current
Study
+89% +85% 27% 73%

25. Discussion

26. Does it really matter?

27. 3 cm 1.5%

28. 10.7 cm
10.7 cm

29. Is there a third category?

30. Correlative?

31. Correlation?
Japanese company
↓
Asian guy in a suit

32. Can it be a distraction?

35. Can it be detrimental?

37. Why?

38. Levin’s Typology
2. Remuneration:
to increase sales of the book

39. The “Flick” Test
“...that they [publishers] gave more attention
to first impressions the material would make
(the ‘flick’ test) than its ... usability” p. 125
Bell and Gower (1998)

40. “It would be interesting to compare the
reactions of learners ... to today’s highly
designed full colour coursebooks. Does the
expenditure of so much time and money
increase the effectiveness of learning, or
merely ensure that one book is purchased
rather than another? To what extent is a
fashionable design a barrier rather than a aid
to learning” p. 141
Prowse (1998)

41. The role of graphics in
business English textbooks
Cameron Romney
& Leon Bell
Center for Foreign Language Education
Momoyama Gakuin University
JALT PAN-SIG Conference
May 22, 2011