1. Vocabulary
 Marcelle Esteves
 EAL consultant
 Letras (Universidade Federal Fluminense, RJ)
 MA in TEFL (University of Reading, Berkshire, UK)

2. Power of Words
 ‘ A word is dead when it is said some say, I say it begins
to live that day’ Emily Dickson
Intro

3. Learning Objectives
 PALL
The structure and organisation of texts, including vocabulary
choice and presentational features at text level.
 Writers’ purposes and viewpoints, and the overall effect of
the text on the reader.
 Degrees of Formality
 Language and Culture
 Vocabulary and Media

4. Dylan Williams
2012 Institute of Education, UK.
Quality Teaching
 Questioning(Using words to involve everyone)
 Task:
 1- What was the framework for the feeback you hear on the f
 How effective was it?
http://www.youtube.com/watch?v=dDNrjtaWdGk
Dylan William Worksheet

5. Purposes in communication

6. Persuasion
 Language of Advertisement
PERSUASIVE WRITING
e.g. leaflet, advertisement, argument
•Opening statement - state claim, eye catching phrase/Slogan
•Set out argument in logical steps or description of what &
where
•Evidence to support argument – examples/benefits
•Present tense
•Connectives – so, therefore
•Adjectives, adverbs, exaggeration, alliteration, word play

7. The power of words in advertisement
 http://www.youtube.com/watch?v=2l_WzEdUd0o
1- Have you heard of any variations of the reason why they have
Decided to personalise the cans?
2- How effective was it in Brazil?
http://www.youtube.com/watch?v=I1Lkyb6SU5U
1- What was the original idea?
2- How has it impacted on the sales of the products?
http://www.youtube.com/watch?v=VaJjPRwExO8
1- What was the approach used by this Greenpeace advert?
2- How effective was it?

8. Anti-smoking Campaign
1- What are the persuasive devices used here?
2- What is the audience?
3- Comment on the use of image and how intertwined it is with the text.

10. Anti-smoking
 1- What is the target audience for this commercial?
 2- Comment on the language used to address the audience.
 http://www.youtube.com/watch?v=eAirUswrNFo

11. ower of three
motive language
hetorical questions
ay again
ndermine opposing views
necdote
irect address
xaggeration
Including lists of three items/reasons in your
writing.
Questions to get your
audience thinking –
they don’t require an
answer.
Involve your audience by speaking
to them directly using personal
pronouns and shared experiences.
Including little stories to
illustrate a point.
Destroy/criticise the
opposing argument.
Words, phrases and imagery that
arouse an emotional response.
Being over-the-
top to get a
point across.
Repeating the same word, phrase or idea more
than once for emphasis.

12. Persuasive Devices
 Refer to your worksheet when answering the following
questions:
 1- Think of a powerful television commercial. What
features does it display? How effective were they?
 2- Choose one picture and design a persuasive catch-
phrase/slogan/brand-name to attract its audience.

13. Powerful Words
 Persuasive speeches
I’m only a child.
http://www.youtube.com/watch?v=ja3ugxh0T3Y
Martin Luther King delivered on August 28, 1963
Can you name any others?

14. Vocabulary in media
Headlines
Word play
http://www.youtube.com/watch?v=XVQ1ULfQawk
worksheet
 Alliteration
Wonderful World
Dream Destination
 Rhetorical questions
 How-to formula
Newspaper articles
 1- What is the purpose?
 2- What questions should it address?
 3-How can you make it reliable?
 4- Is it possible for a piece of writing not to be biased?

15. People and Proverbs
 Nothing defines a culture as distinctly as its language, and
the element of language that best encapsulates a society's
values and beliefs is its proverbs.
Task:
1-Refer to proverbios worksheet and find a match in both
languages.
2-What does it tell us about both cultures?
http://www.phrases.org.uk/meanings/proverbs.html

16. Quick Brain Gym
 Lost in Translation
Manda-chuva bigwig ?
Puxa-saco Apple polisher Teachers used to
get apples as gifts.
To go bananas Monkeys go crazy
for them.
bankrupt Italian sharks?
Bark up at the
wrong tree
Racoons.
Voltei a estaca zero Game?
fracassado Horse races
Um de cada vez ?

17. Also-run
Origin:
Horse race results on American papers. The top three
results and an annex also-run…
Meaning:
unimportant; people who did not succeed in life.

18. Alive and kicking
 Country music is still alive and kicking in Brazil.
 Origin
 Fresh fish in the UK?
 Babies in womb?

19. bankrupt
 He went bankrupt after only two years in his own
business.
 She will be bankrupt soon if she does not get a job.
 Origin

20. SOS English
 AC
 BC
 WWII
 ASAP
 RSVP
 LOL
 AFK
 ATM
 BYO
 DIY
 FYI
http://www.forbes.com/sites/crime/2012/06/23/is-fifty-shades-of-grey-dangerous

21. Idioms
Christian Grey holds forth on the subject of success
in business (an extract of the blog 50 annoying
things about shades of grey)
“Business is all about people, Miss Steele, and I’m very good
at judging people. I know how they tick, what makes them
flourish, what doesn’t, what inspires them, and how to
incentivise them.”
 a. Nobody talks like this in real life.
 b. Especially since the idiom you are actually looking for
is “what makes them tick”.

22. A lingua na boca do povo
‘ I say , have you heard? Richard Smith’s leaving. You could
apply for his job at London office.
Funnily enough, you’re the third person that said that today.
Actually, I did know about it, but I wasn’t planning to
apply.’
Extract from Oxford Idioms:
Dictionary for learners of English.

23. Can you add some to fill in the
bubbles?
 You haven’t got a
clue.
1- ..you do not know
the answer to
something
2- …you
understand what
somebody is telling
you.
3- …you are
surprised.
I get the
message.
Well I
never!

24. Anda logo!
4-…you want
somebody to
keep calm.
5-…you want
somebody to
hurry up
6- …you do not
believe what
somebody has
told you.

25. As saying goes…
 Some sayings are so well known that it is not even
necessary to finish the whole expression.
1- Two’s company…
2- A rolling stone…
3- What the eye doesn’t see…

26. As saying goes…
 Some sayings are so well known that it is not even
necessary to finish the whole expression.
1- Two’s company… three’s a crowd.
2- A rolling stone…
3- What the eye doesn’t see…

27. As saying goes…
 Some sayings are so well known that it is not even
necessary to finish the whole expression.
1- Two’s company…threes a crowd.
2- A rolling stone…gathers no moss.
3- What the eye doesn’t see…

28. As saying goes…
 Some sayings are so well known that it is not even
necessary to finish the whole expression.
1- Two’s company…threes a crowd.
2- A rolling stone…gathers no moss.
3- What the eye doesn’t see…the heart doesn’t grieve
over.
What can you say Worksheet

29. Euphemisms and hyperboles
 http://learningenglish.voanews.com/content/the-risks-of-
language-for-health-translators--149721385/607441.html
1- When are we likely to encounter euphemisms?
2- How often do we use hyperboles?
3- How do we best tailor our speech?

31. Connotation and denotation
 PEEL the meanings
I think, therefore I am.
1- Can metaphors become a cliché?
2- What are the keywords in his speech?
3- Do you agree with the statement that
figurative language is difficult to be translated? Explain.
http://www.ted.com/talks/lang/en/james_geary_metaphorically_speaking.html

32. From Ali G to the Queen
 Degrees of formality
The following video is a segment from a British television
program in which the interviewer is discussing the topic
of Animal Rights with a panel of experts and
stakeholders. Watch very carefully and see if you can
discern any disparities in the register of speech between
any of the participants.
Ali G

33. What is register?
"Every native speaker is normally in command of several different language
styles, sometimes called registers, which are varied according to the topic
under discussion, the formality of the occasion, and the medium used
(speech, writing, or sign).
"Adapting language to suit the topic is a fairly straightforward matter. Many
activities have a specialized vocabulary. If you are playing a ball game, you
need to know that 'zero' is a duck in cricket, love in tennis, and nil in
soccer. If you have a drink with friends in a pub, you need to know
greetings such as: Cheers! Here's to your good health!
"Other types of variation are less clearcut. The same person might utter
any of the following three sentences, depending on the circumstances:
I should be grateful if you would make less noise.
Please be quiet.
Shut up!
Here the utterances range from a high or formal style, down to a low or
informal one--and the choice of a high or low style is partly a matter of
politeness.“
(J. Aitchison, Teach Yourself Linguistics. Hodder, 2003)

34. What,Where
and When?Formal Style
•more complex, longer sentences
•avoidance of contractions and
abbreviations
•use of passive voice
•more 'educated' words, Latin
origin, low-frequency vocabulary
•avoid the imperative form
•noun phrases
‍Informal Style
•short words and sentences
•contractions and abbreviations
•colloquial language,Anglo Saxon
words (phrasal verbs)
•may use the imperative form
•verb phrases
Source: Bartlebly.com

35. You can be perfectly fluent in a language and culturally
illiterate
 1- Write a paragraph reflecting on the statement above.

36. Intercultural Communication Knowledge
Our lives, our cultures, are composed of many overlapping stories. Novelist Chimamanda
Adichie tells the story of how she found her authentic cultural voice -- and warns that if
we hear only a single story about another person or country, we risk a critical
misunderstanding.
The single story creates stereotypes, and the problem with stereotypes is not that they are
untrue, but that they are incomplete. They make one story become the only story.”
http://www.ted.com/talks/lang/en/chimamanda_adichie_the
_danger_of_a_single_story.html

37. Listen to some extracts
 1- What is your first impression about their accents.
Attitudes towards language: accents
 The following statements are examples of
different attitudes towards the way people speak.
Think carefully about each statement and decide
whether you agree or disagree with the
statement.

38. Discuss: Myth or Fact?
 Some accents are pleasant to listen to but others
not so much.
 You can tell some people are intelligent by the
way they talk.
 People with posh accents are usually rich and
successful.
 People who come from rural areas normally have
accents which are difficult to understand

39. Literature
 Our Day Out
A play about deprived children from Liverpool. Written by
Willy Russell and first aired on 28 December 1977.
http://www.youtube.com/watch?v=d-YQE1whleo

40. Up-dated? Disturbing? Trash?
 http://cassandraparkin.wordpress.com/2012/05/29/advent
ures-in-trash-fifty-things-that-annoy-me-about-fifty-
shades-of-grey/

41. Extra Time
 The Birth of a word
http://www.ted.com/talks/lang/en/deb_roy_the_birth_of_a
_word.html

42. Case Study
 An international school in Brazil decides to change the system to report on students.
Parents did not understand that satisfactory was positive. Senior management decided to omit satisfactory as
in a school with such high expectations, students should be making more effort in their studies. Subject
teachers decided to grade students below average (unsatisfactory) because they were unable to report on
their effort, just enough to pass the subject. The third and last change on the report will use the word
mediocre.
Excellent Excellent Excellent
Very Good Very Good Very Good
Good Good Good
Satisfactory Unsatisfactory Mediocre
Unsatisfactory Poor Unsatisfactory
Poor Poor

43.  1- What is the meaning implied in mediocre?
 2- How are some parents going to react to this reading?
 3- What is the impact on the student’s motivation
knowing the efforts were mediocre in maths,
chemistry…?
 4- Is this report going to have a negative or positive
impact on the audience?
 5- What other words related to SATISFACTORY,
MEDIOCRE, can be used instead?

44. How can I best say this in English….?
 O pao esta com bolo
 O bolo solou
 Minha calca descosturou
 Seu ziper esta aberto
 O cabo da vassoura
 O cabo de guerra
 O vidro rachou
 Tem mofo nessa parede
 Minha calca ainda esta amarrotada

45. Shed some light, please.
O café derramou
o feijao estragou
O banheiro esta ocupado
O telefone so da ocupado
30 e tanto
A pia ta pingando
Ta vazando
Acabou o café
Durmi tarde
Acordei tarde

46.  Please share your expertise and develop collaborative
learning communities. This is key for 21st
century
education.

47. Megaphone and the power of words
 http://www.youtube.com/watch?v=RwEYYI-AGWs

48. DPS
 Show me the heart
unfettered by foolish
dreams
And I'll show you a happy
man
 - Tennyson
 But only in their dreams
can men be truly free
It was always thus and
always thus will be.
 - Keating