Huggies Pull Ups Diapers Marketing Essay

Huggies Pull Ups Diapers Marketing Essay Kimberly Clark is a multinational company, its headquarters is based in America and they have been in business for 140 and has branched out to many countries including New Zealand. It has previously ranked first in the personal category in Dow Jones Sustainability world index five years in a row from 2005 to 2009 and has contributed $323.1 million in cash and products to charitable causes in 2011(Kimberly Clark.com) Kimberly Clark New Zealand does manufacturing for Huggies diapers and it is located Manakau, Auckland, New Zealand. They have a wide range of paper based products which are facial tissues, toilet papers, scientific cleaning wipes and Huggies disposable diapers (Wikipedia 2012) The specific product that will be the focus of this assignment is Huggies Pull Ups is a brand of disposable training pants made under Huggies brand of baby products; It is designed for boys and girls. (Im a big kid now!) This is the products slogan (Wikipedia 2012) Several changes were made since the product first came out, the first one was the addition of magic stars/flowers on the front of the pant that fade when the wearer wets it as a way to discourage wetting. Next was the easy open sides which made it very similar to underwears, it was easy for parents to check if the wearer soiled it and to quickly change the messy product. Statistics New Zealand records show that there are approximately 200 000 two to four year olds in New Zealand, because of the high demand of Huggies pull-ups the company has decided to increase the price of Huggies pull-up diapers The target market for this product is the parents of kids between the ages of 2 and 4 years. It is especially for kids who have started walking. Huggies Pull ups makes it easier for parents to change their childs diapers. Huggies pull ups comes for girls and boys also comes in different sizes. Boys and girls diaper size 2 and between 8-15 kg the price of pull up pack is $13.99 (plunketshop.co.nz) Consumer need the product seeks to satisfy-The product seeks to make life easier for parents that are making their child wear a diaper can be hard because at the targeted age children move and play, using Huggies pull-ups is less time consuming. Market of Interest, Trends and size Market of Interest: Pull-Ups is a brand of disposable training pants made under the Huggies brand of baby products. It is a product for boys and girls who have already started to work and its product slogan is Im a big kid now. Several changes were made since it came out, the first one was the addition of magic stars/flowers on the front of the pant that fade when the wearer as a way to discourage wetting. Next was the easy open sides which made it very similar to underwear`s, it was easy for parents to check if the wearer soiled it and to quickly change the messy product. Huggies Pull ups is for parents who prefer to give their child training using toilets. This report will discuss on Huggies Pull Ups diapers and the best way to achieve profitable sales in the country and overseas. Trends and size of the market: According to statistics New Zealand there are approximately 200 000 two to four year olds in New Zealand in the year 2012 these are babies who have started to work and parents prefer them to use toilet and Huggies Pull ups is the best Diaper that can encourage a child to use toilets.The Personal Care segment manufactures and markets disposable diapers, training and youth pants and swim pants, having a net sales of 43.7 % and 61.6% of operating profit(Wikiinvest.com). This shows that the market size for Huggies diapers is large External environment impact Technology: Online Websites A buyer can get all its information regarding a product from online websites. It is very important for a company to have a online informational website of its a product and information about the company. Everyone who excesses the website should get all the information they need regarding the product. The current focus is upgrading the website and adding new features. Technology (Mass Media) Magazines and Television Since the target for the product (huggies diapers) is mums the company can use other sources like of mass media to advertise their product such as television. Many people watch television and come across commercials which can catch their attention; therefore having commercials of Huggies diapers will surely catch the attention of mums. Magazines is also a better Mass Media, a lot of mums read womens weekly and having a advertisement of Huggies diapers will get mums to buy the product. Demography A good market for Huggies pull up diapers is parents of children who are the ages of 2 to 4 years of age. Since at that age children start to walk parents prefer their child to start using the toilets and Huggies Pull Ups is the best diaper which encourages children to use the toilet. Huggies Pull Ups is also easy for parents to make their child wear diapers. Huggies Pull Ups targets middle upper class families and upper class families since Huggies brand of diapers are of good quality and prices are high. Political and Legal The most important concerns for business firms are the political and legal forces which are implemented in countries in which they plan to conduct business. Some foreign governments are unsteady, that is, there may be frequent, dramatic and irregular regime changes and/or political unrest. Government regulations may change constantly therefore it can affect Kimberly clark New Zealand who produce Huggies brand of diapers, for example if labour rate increases which means the company will have to spent more on labour therefore the funds allocated for other purposes will be used to cater for the change. Economics Huggies Pull Ups has competition from treasures and pampers diapers since both come in different sizes depending on the weight of the child. The price range of the three products is also close ranged small pack priced $13 to $18 and big pack is $44 to 49. Huggies targets higher classed families therefore profit is made easily. Social and cultural Kimberly Clark New Zealand works together with plunket where they help mothers when mothers are having a new born and plunket also help parents in giving advice relating to their child. The Huggies diapers needs to be safe for example the baby should not have any rachises when wearing the diaper. Competition Analysis The current and main competitors of Huggies Pull Ups diapers are three other popular diaper brands which are sold in New Zealand Today. Using the SWOT analysis the strength, weakness, threats and opportunity of Huggies diapers and its competitors will be examined. Current Situation Huggies Pull Ups diapers are a world famous brand and are also a popular brand in New Zealand. Kimberly Clark New Zealand is the manufactures of Huggies Pull Up diapers in New Zealand. Huggies Pull Ups goal is to do changes to the Huggies Pull Up diapers until they can get the best product out of it so the customer need of this product can be satisfied. Huggies Pull Ups diapers target market is middle upper class families and upper class families. The manufactures of Huggies Pull Ups Kimberly Clark are also in partnership with plunket therefore other customers are also concentrated on. Problem Identification The main problem that huggies Pull ups Faces are competition by top diaper brands which are in the New Zealand market. It becomes very hard to meet customer demand since customers have a wide brand to choose from. Opportunity Since Huggies brand of diapers already exist in the market, it has already created an image for its self which is quality. Huggies Pull Up diapers team should add more features to the product to improve on its quality and have promotions to attract the customers in order to have even a greater percentage of market share. Greater market share means greater profits Treasures Diapers (lower prices) Treasures diapers come in different sizes, depending on the Childs weight. Two to four year old weigh between 10 to 20 kilogram and treasures diapers comes in those sizes. Treasures diaper comes in different packs which are small packs and large packs. Large packs have twenty diapers packed in it and cost $29.90 SWOT for Treasures Strength Weaknesses Cheap world renounced Customer loyalty/relationship Leading brands in most countries Lower quality diaper Lower price diaper means lower Opportunities Threats Expansion of product Competition from other diaper brands http://t2.gstatic.com/images?q=tbn:ANd9GcQrHK9eU23qT3hfM_junxbCkyctj7Evfvlb3sUyJceHPf0jO_PWVg Luv diapers Mid Priced (Jambo pack) Luv diapers is made by proctor and gamble and comes in different sizes, kids who can walk and are of two to four year olds can also wear the diapers. The price range for the luv diapers is $34-90. According to Wikipedia (2012), since the product was first introduced in 1976 there have been a lot of changes made to the product; the latest change was made in 2007 where bear hug stretch was introduced SWOT for Luv diapers Strengths Weakness Good quality In business for a number of years Brand recognition International brand Price is mid ranged ,confuses customers on what to buy Opportunity Threats Luv diapers can add on more features and improve the product in order to attract more customers These are competition from other diapers that are of cheaper price and diapers who are at a higher price with quality. http://t2.gstatic.com/images?q=tbn:ANd9GcSMZ5-aV9JwaPhBpFNTSYTlRWPd27vf3FlBQWsqbPhE9UEUdRGahw Pampers Diaper (jumbo) High priced Pampers is a brand of baby products marketed by Procter Gamble. Pampers diapers comes up to size seven. The price range for pampers diapers is $49.90. Pampers diapers is high priced due to it high quality. SWOT for Pampers diapers Strengths Weaknesses Very good quality International brand Large number of customers In business for a number of years Expensive to buyers opportunities Threats Can add more features to pampers diapers Competition from other diaper brands http://t3.gstatic.com/images?q=tbn:ANd9GcR-FdE9aOTWgqii-14GzyINpIPJmC5gQxwOXWQiOlGFtCiyDhnS5w http://t3.gstatic.com/images?q=tbn:ANd9GcQG9M6wiJybv-Q0B9nrpGcCCgiouFJm7OcSTbuerbKaNmQI06zT Huggies pull up diapers (jambo) Pull-Ups is a brand of disposable training pants made under the Huggies brand of baby products (wikipedia 2012). Kimberly clark makes all huggies brands diapers. Huggies Pull Ups diapers prices are expensive and it targets higher class families, its price is $49.90 SWOT for Huggies Pull Ups diapers Strengths Weaknesses High quality product In business for a number of years Large number of customers International brand Very expensive Opportunities Threats Add new features to the product Competition from other diaper brands http://t1.gstatic.com/images?q=tbn:ANd9GcRz57ETiCSX8zC3X2sR6yfCHy45Qbt75TBv1X9c4Jk6g__gyV8A Target Market segment Profile The target market for this product is the parents of kids between the ages of 2 and 4 years. Huggies diapers are for upper middle class families and upper class families who prefer quality rather than price. Kimberly clark New Zealand is in partnership with plunket so they can give the best care to mothers by helping the nurses. Parents want a diaper that can fit their needs and brand loyalty is big amongst members of this group. This group is likely to choose this diaper product. Huggies Pull Ups is especially for kids who have started walking. Huggies Pull ups makes it easier for parents to change their childs diapers. Huggies pull ups comes for girls and boys also comes in different sizes. This target group needs quality brand of diapers; loyal customers probably prefer to stick to this brand of diapers over all others Situational Analysis Huggies brands of diapers are sold in different supermarkets and stores all over New Zealand it has created a good image on the minds of its customers, its quality is also the reason why many customers prefer to buy Huggies diapers. Huggies pull Ups diapers has got many competitors in the market, some competitors are pampers diapers, treasures, luv diapers. Huggies Pull Ups diapers have got competition from a wide range. Huggies Pull Ups will understand how to best penetrate its new market after carrying out full examination of its competitors. Competitor analysis Huggies diapers have been in business since 1989 it has made a good name for its self. Since 1989 to 2012 there have been a lot of changes made to the product, depending on the changing needs of the customer Ever since Huggies Pull-Ups became popular, several other diaper brands tried to copy their product (Wikipedia 2012). The product seeks to make life easier for parents that are making their child wear a diaper can be hard because at the targeted age children move and play, using Huggies pull-ups is less time consuming Internal Environment Impacts Personal Care (43.7% of net sales, 61.6% of operating profit): The Personal Care segment manufactures and markets disposable diapers, training and youth pants, and swimpants; baby wipes and incontinence care products. Products in this segment are mainly for home use and are sold under a range of brand names, including Huggies, Pull-Ups, Little Swimmers, GoodNites, Kotex and other brand names Internal organisation and structure The current board of directors of Kimberly-Clark Corporation are: John Alm, Dennis Beresford, John Bergstrom, Abelanrdo Bru, Pastora Cafferty, Robert Decherd, Thomas J. Falk, Claudio X. Gonzalez, Mae Jemison, Linda Rice, Marc Shapiro, and Craig Sullivan. Also in 2000, the company bought virtually all of Taiwans S-K Corporation; the move made Kimberly-Clark one of the major manufacturers of consumer packaged goods in Taiwan. In 2001, Kimberly-Clark bought Italian diaper maker, Linostar, and announced it was closing four Latin American manufacturing plants. Kimberly-Clark Sub-Saharan Africas vision is determined nothing less than turning the $250 million business into a $1 billion business by 2015. Manufacturing process A prototype is an early sample or a model built to test a proposal or method or to act as thing to be fake or learned from. If a picture speaks 1000 words, then a prototype must speak 10,000. Which means a prototype of your new product is a must-have when developing and explaining your big idea. People use prototypes to prove, test and refine their ideas to all kinds of things. (Huggies.co.NZ) Human Resource It is the policy of Kimberly-Clark to hire, promote and support the professional Development of diverse global work force, employee safety and Industrial hygiene is a fundamental value of the organization. Effective leadership lays the foundation for a solid safety and hygiene management system by establishing facility-specific policies, providing resources, assigning responsibilities, establishing expectations, and evaluating performances Management The manager that managers the leadership team at Kimberly clarks New Zealand are Senior Brand Manager Kleenex at Kimberly-Clark New Zealand, Grant Hartley Head of Marketing at Kimberly Clark NZ,Geeta Uka Senior Brand Manager Huggies. Research and development In 1989, Huggies introduced Pull-Ups brand disposable training Pants. In 1992, single-sex Pull-Ups training pants were introduced with customized absorbency placed where boys and girls wet the most and also gender-specific prints, trucks for boys and pastel colored animals for girls. In 1997, Disney character designs were introduced, featuring Mickey Mouse for boys and Minnie Mouse for girls. Also in 2003, the slogan that was used in the original late-1980s and early-1990s commercials, Im a big kid now, was recycled for the products recent commercials. In 2004, single-sex underwear was introduced with customized absorbency placed were boys and girls wet the most and also gender-specific prints. In 2005, Pull-ups introduced training pants called Pull-Ups Wetness Liner Training Pants. These Pull-Ups are similar to the Learning Designs training pants, but contain a liner that makes the wearer feel when he or she is wet by having the liner have an unpleasant feel to it when it is wet. In 2010, Pull-ups offered this phone call service accossiated with Disney. Mainly, as a reward for finishing potty training, the parent of the wearer could request a phone call in which the caller pretends to be a Disney Princess or Toy Story character. This was a limited time offer and is now a currently defunct service. In 2011,Goodnites halts its connection with Huggies but is still connected with Kimberly Clark. In 2012, the sides on the boys Pull-Ups were recolored from blue to red.(Wikipedia 2012) Location Level 1, 86 plunket Avenue, Manakau City, South Auckland New Zealand. External Relationship The Kimberly-Clark Foundation, together with funding from the company and our employees, responds to causes and programs with financial contributions, product donations and volunteer time. In 2011, Kimberly-Clark and our employees contributed $32.1 million in cash and product donations for charitable causes worldwide. As part of that amount, the Kimberly-Clark Foundation matched $1.25 million in employee giving, and awarded nearly $860,000 in grants to charities where our employees or their spouses volunteered more than 84,000 hours of their time. Kimberly-Clark has long-term partnerships with several charitable organizations that share our commitment to improving the health, hygiene and well-being of the worlds families Competitive Positioning High quality Huggies Pull Ups pampers low Price High Price Luv Diapers Treasures Low quality Ethical Standings Huggies New Zealand has put all their baby care tips, techniques and information into 1 place, to help make newborn baby care as easy as possible for new mums and dads. Becoming a parent is a big change! Having an online resource to support you through this life-changing event can help make this time even more special. Trust us, it will be over quicker than you think. Enjoy every minute.( Huggies.co.NZ) Kimberly-Clark New Zealand the makers of huggies diapers, has appointed specialist creative agency Green Team as its lead sustainability and social responsibility agency to assist with the roll-out of a new sustainability and social responsibility platform for its Australia and New Zealand operations. Green Team will develop the creative for the program that will be implemented in phases initially focusing on employee engagement before launching externally. (campaignbrief.com) Others (Culture of Excellence) When it comes to culture and excellence huggies is in partnership with plunket in supporting the development of healthy families. Were committed to health promotion, providing services according to principles. (plunket.org.NZ). BABYCARE Category Winners The Best Products for Baby As Chosen by New Zealand Parents (ohbaby.co.nz) BABYCARE CATEGORY GOLD AWARD SILVER AWARD Best baby skincare lotion Johnsons Baby Bedtime Lotion Weleda calendula baby lotion Best baby wipes Huggies unscented wipes Silk baby wipes Best bathtime product Johnsons Baby Top to Toe Ecostore Baby Sleeptime Bath Best cloth nappy brand Real Nappies Itti Bitti Best disposable nappy brand Huggies Treasures Best nappy balm Bepanthen Ointment Sudocrem Best teething product Bonjela Weleda teething powder Situational Analysis Summary Huggies diapers pull Ups environment scan has determined that huggies Pull Ups has a number of advantages over the other diaper brands in the market. As a quality brand, it exceeds diapers in the lower and mid-price ranges. Huggies Pull Ups is a high priced diaper and its major competition in that price range is pampers diapers both are quality brands and are demanded by parents. A SWOT analysis was done of Huggies pull ups and its major competitors in New Zealand. A positioning map was also created that shows where Huggies Pull Up diapers stands together with its competitors. The positioning map shows that Huggies is a high quality and high priced diaper therefore its target markets are upper middle class families and upper class families.

Rhetorical Analysis of an Argument

Jordan Sands Jaimie Young ENG 101 23 January 2013 Rhetorical Analysis of an Argument The Direct TV commercial â€Å"Don’t attend your own funeral† focuses on the quality of service, and the customer service of regular cable in comparison to Direct TV. From the beginning scene and progression of the commercial, it’s implied that cable service is bad, causing customers to need someone to come fix the service. This would trigger a chain of events, outrageously resulting in having to fake a funeral. As unbelievable and unrealistic as the claim may seem, the audience has been addressed with a sense of humor which makes the claim effective.The commercial starts out with an â€Å"average Joe† at home sitting in front of his TV. You can tell by the scene, he lives in a small apartment, appears to be single, and is aged between 20 and 30 years old. This situation would apply to a majority of the audience/people seeing this commercial. The TV has a gray screen, and the commercial is introduced as, â€Å"When you wait forever for the cable guy, you get bored. † This gives the audience the idea that cable service is bad, and doesn’t work; therefore you would need a technician to come fix it.This would be considered an audience appeal in a more ethical way; it gives Direct TV the credibility regular cable doesn’t have, and is being stripped of in this commercial. As claimed, when someone gets bored while waiting, they look outside and â€Å"see things they shouldn’t see†, which is demonstrated in the commercial as two men putting a large plastic bag into the back of a car. You can tell by the men’s reactions that â€Å"Joe† was in trouble. The next scene is Joe in his room, which is very plainly decorated, and small. The entire lay out of his house is dull, and doesn’t draw attention at all.When noticing this, it’s also shown that Joe is very plainly dressed as well; he has muted-colo red casual business attire on. This gives the impression that if someone has cable, their life is normal and almost boring; life would be so much more vibrant and convenient with Direct TV. Joe is seen frantically putting things into a suitcase because he â€Å"needs to vanish†. That escalates into him swimming away from a burning boat, and the announcers’ explanation is that he needed to fake his own death in order to vanish. After that, Joe is forced to dye his eyebrows in order to live a double life.Meaning for the audience; if you don’t have Direct TV, you need a new life. This is one of the underlining assumptions that things are tied together- or the warrant. The last time we see Joe, he is sitting in the back of a funeral service. His entire appearance has changed; he looks much older, has glasses on and he has white hair, eyebrows, and a mustache. Everyone in the crowd is crying, looking down, etc. This gives the audience the emotional aspect of the evid ence, connecting them to the situation. Joe is keeping his head down as the announcer says, â€Å"And when you dye your eyebrows, you attend your own funeral as a guy named Phil Shifley.Don’t attend your own funeral as a guy named Phil Shifley. † In other words, don’t go through all of this trouble in result of having regular cable, and switch to Direct TV. This same advice is given through a more straight forward approach by saying â€Å"Get rid of cable. † Another warrant would be, getting rid of cable will get rid of all these outrageous problems that cable may and will cause. The audience can appreciate the humor of the idea that obviously things wouldn’t actually escalate like in the commercial just because of your TV service.The idea of this chain of events being connected to not having Direct TV would be the warrant. The audience is also showed a price of the service starting at $29. 99 a month, making it seem as if it’s an easy fix. The prices would be considered a logical audience appeal; cheap prices are always an eye grabber. As far as a stretch as it is, the audience successfully gets the idea that regular cable is not worth having. When it’s not working, it takes a long time for the customer service to come through; leaving the customer without a TV. This leads to the question, â€Å"Why pay more for something that doesn’t work? when shown seemingly cheap prices for Direct TV’s more reliable, customer friendly service. When the audience is given a person to relate to: the average Joe, and a situation to connect to: TV trouble and a normal life, it makes it easier for the audience to put themselves into Joe’s position. When trying to sell a product, one of the key points is to paint a picture for the customer; show them why they need something and how it can better their lives. Making the customer laugh lightens the mood. All of these points have been met in this commercial, so it would be considered effective.

Applied Linguistics

Language can be viewed as a social fact, as a psychological state (mental dictionary), as a set of structures (a grammatical system: a system to what orders the words have to come in if they are to make sense), or as a collection of outputs (utterances/ sentences: spoken or written). Language can be viewed as a set of choices (different ways of saying a sentence), a set of contrasts (an inversion of sentences).Idiolect (I-language: language of the individual): the language system of an individual as expressed by the way he or she speaks or writes within the overall system of a reticular language. In a broader sense, someone†s idiolect includes their way of communicating; for example, their choice of utterances and the way they interpret the utterances made by others.In a narrower sense, an idiolect might entail features, either in speech or writing, which distinguish one individual from others, such as o voice quality ( the overall impression that a listener obtains of a speake r†s voice or characteristics of a particular voice that enable the listener to distinguish one voice from another, such as when a person is able to identify a telephone caller) o pitch when we listen to people speaking, we can hear some sounds or groups of sounds in their speech to be relatively higher or lower than others) o speech rhythm (rhythm in speech is created by the contracting or relaxing of chest muscles).Many linguists prefer to use the term IDIOLECT for the language of an individual. So you do not speak English, you speak your idiolect. That seems simple enough until we ask what English† consists of. Presumably it consists of the sum of all the idiolect of people who we agree are speaking English. Do I-language: an approach to language which sees it as an internal property of the unman mind and as not something external or an attempt to construct grammars showing the way human mind structures language and which (universal) principles are involved.E-language: an approach to language which describes the general structures and patterns. E-language= Langue (Assure) = Competence (Chomsky): the system of a language, that is the arrangement of sounds and words which speakers of a language have a shared knowledge (agree to use). Langue is the ideal form of a language. Parole (Assure): the actual use of language by people in speech or writing. Competence: a person†s internalized grammar of a language. This means a person†s ability to create and understand sentences, including sentences they have never heard before.It also includes a person†s knowledge of what are and what are not sentences of a particular language. For example, a speaker of English would recognize I want to go home as an English sentence but would not accept a sentence such as I want going home even though all the words in it are English words. Competence often refers to the ideal speaker/hearer, that is an idealized but a not real person who would have a comp lete knowledge of the whole language. Performance: a person†s actual use of language.A difference is made between a person†s knowledge of the language (competence) and how a person uses this knowledge in producing and understanding sentences (performance). The difference between linguistic competence and linguistic performance can be seen, for example, in the production of long and complex sentences. People may have the competence to produce an infinitely long sentence but when they actually attempt to use this knowledge (=perform) there are many reasons why they restrict the number of adjectives, adverbs, and clauses in any one sentence.They may run out of breath, or their sterner may get bored or forget what has been said if the sentence is too long. In using language, people make errors or false starts. These may be due to performance factors such as fatigue, lack of attention, excitement, nervousness. Their actual use of language on a particular occasion may not refl ect their competence. The errors they make are described as examples of performance. Keywords Language: the system of human communication which consists of the structured arrangement of sounds or written representation into larger unit e. G. Orpheus, word, sentence, utterance. A social fact, a kind of social contract, or a set of structure r as a collection of output. Idiolect: langue for specific group of people or language for individual; only the speaker of this language can understand. Utterance: a unit of analysis in speech which has been defined in various way but commonly as a sequence of words within a single person's turn at talk that fall under a single intonation contour. Universal grammar: a thorny which claims to account for grammatical competence of every adult no matter what language he or she speaks.Langue: part of language which is not complete in any individual, but exists only in the collectivity. Parole: language that is used individually. (I-language) E-language : is the â€Å"external† manifestation of the â€Å"internally' (mentally) represented grammar of many individual. It is appropriate for social, political, mathematical and logical statement. I-language: language viewed as internal property of human mind or a computational system in human brain. Answer Sq 1 . The author says, â€Å"A language is a social fact, a kind of social contract. † What does this mean?This means that language is the mean of communication which not only an individual but also all people in the community accept and understand it as a hole. People use language as a contract for their daily life, since language is a social fact that people use to understand each other and purposely set up the proof of their will or promise. 2. What do you understand from the examples that follow? A. Kim kissed crocodile. B. The crocodile kissed Kim. C. Kissed crocodile Kim the. Sentence A and B are understandable; that is, we can say that they are language which is seen as a set of choice and a set of contrast.A set of choice or contrast means that a group of word are systematically in order that makes us understand what the intention of the sentence is. However, sentence C does not make sense at all, and it is not a language. 3. What is the difference between â€Å"speak a grammar† and â€Å"speak a language†? Speak a language means to speak a language that make other people understand; that is, it refers to when people in the society speak language of the society (E-language), which they use it as mean of communication.However, â€Å"speak grammar† refers to when an individual speak his or her own language sticking deep inside their mind or brain, and cannot be understood by others. This language is not for society, but for individual only. 4. Assure (1969) make an analogy as saying When orchestra plays a symphony, the symphony exists externally to the way in which it is performed: that existence is comparable to langue in language study. The actual performance, which may contain idiosyncrasies or errors, is to be comparable to parole. ‘ Use this analogy to explain what E-language and I-language are.This means that E-language is the same as langue, which refers to the language that is externally used in the society and it is accepted as the language of the society, which people use it as the mean of contract and communication. However, I-language s equalized to parole referring to the language existing only in the individual, and usually it is not understood by others and considered as the error of language for people in the society. 5. Language is a set of choice and a set of contrast, yet why cant we always choose to organize the word in utterances in our preferred way?Even though language is a set of choice and contrast, we cannot Just organize language as we want because our own organization of language can become l- language which is not understood by others. This is because I-language is the language for individual only, and only the speaker can understand it. Chapter 2: Components of Language Phonology is the description of the systems and patterns of speech sounds in a language. Phonology is concerned with the abstract or mental aspect of the sounds in language rather than with the actual physical articulation of speech sounds.Phonology is concerned with the abstract set of sounds in a language that allows us to distinguish meaning in the actual physical sounds we hear and say. Phoneme is the smallest unit of sound in a language which can distinguish two words or each one of these meaning-distinguishing sounds in a language. /p/, lb/ are homes of English. O Phoneme has contrastive property. If we substitute one sound for another in a word and there is a change of meaning, then the two sounds represent different phonemes. O English is often considered to have 44 phonemes: 24 consonants and 20 vowels.Phone is the different versions of the phoneme regularly produc ed in actual speech ( in the mouth). Allophone is a group of several phones, all of which are versions of one phoneme. For example, the [t] sound in the word tar is normally pronounced with a stronger puff of air (aspirated) than is present in the [t] sound in the word star. Minimal pair is when two words in a language which differ from each other by only one distinctive sound (one phoneme), occurring in the same position, and which also differ in meaning. For example, fan-van, bet-bat, site-side, put-shut are some examples of minimal pairs.The Sound Patterns of Language Minimal set is when a group of words can be differentiated, each one from the others, by changing one phoneme (always in the same position in the word). For example, bet-set-vet-get-let and big-pig-rig-fig-wig are examples of minimal set. Phonetics's is the arrangements of the distinctive sound units (phonemes) in a language. For example, in English, the consonant groups /SSP/ and /star/ can occur at the beginning o f a word, as in sprout, strain, but they cannot occur at the end of a word.Syllable is a unit in speech which is often longer than one sound and smaller than a whole word. For example, the word terminology consists of five syllables: term-mi-no-lo- gay. O A syllable contains onset (consonant(s)) and rhyme which has two parts nucleus (vowel) and coda (consonant(s)). The basic structure of the kind of syllable found in English words can be C.V. (green), PVC (eggs), C.V. (them), etc. Consonant cluster is a sequence of two or more consonants. Consonants clusters may occur at the beginning of a word (an initial cluster), at the end of a word (a final cluster) or within a word (a medial cluster).Co-articulation is the process of making one sound almost at the same time as the next sound. Circulation has two well-known effects: assimilation and elision. O Assimilation occurs when a speech sound changes, and becomes more like another sound which follows or precedes it, or when two sound seg ments occur in sequence and some aspect of one segment is taken or copied by the other. O Elision is the leaving out of a sound or sounds in speech. O Everyone†s normal beech entails assimilation and elision which should be regarded as some type of sloppiness or laziness.The point of investigating these phonological processes is not to arrive at a set of rules about how a language should be pronounced, but to try to come to an understanding of the regularities and patterns which underlies the actual use of sounds in language. Words and Word-formation Process -Etymology: the study of the origin and history of a word -Coinage: the invention of totally new terms (Ex: aspirin, nylon, Baseline) -Borrowing: words that is borrowed from other languages (Ex: Piano(lately), Sofa(Arabic),Yogurt(Turkish)) -Compounding: two separate words are Joint together (bookcase, doorknob, fingerprint, textbook) -Blending: combination of 2 separate forms to produce a single new term. Ex: motel (motor/ hotel), smog (smoke/haze) -Clipping: reduction of words more than one syllable to a shorter form. Ex: condo (condominium), bra (brassiere), ad (advertisement) -Facilitation: reduction of words which also change the function, usually from noun to verb.Ex: emote (from Emotion), donate (from Donation), babysat (from Babysitter) -Conversion: a change in the function of a word, esp. noun becomes verb without any deduction. Ex: Someone has to chair the meeting. Or We bottled the homebred – Acronyms: new words that are formed from initial letters of a set of other words. Ex: CD (compact disk), VS. (video cassette recorder), ATM (automatic teller machine), PIN (personal identification number) -Derivation: the affixes (prefix & suffix) added to the beginning or the end of a word.Ex: unhappy, misrepresent, Joyful, careless Morphology: the study of forms Morphology Morpheme: a minimal unit of meaning or grammatical function. Lexical Free functional Morpheme derivation bound inflectional Free morpheme: morpheme that can stand by themselves as single word. – Lexical morpheme: set of ordinary nouns, adjectives and verbs. For example: Car, red, drive. – Functional morpheme: functional words in the language such as conjunctions, prepositions, articles and pronoun. For expo: and, but, when, because, on, near, above, in the, them.Bound morpheme: morpheme that cannot stand alone and must attached to another forms. – Derivation morpheme: the affixes that make words into a different grammatical category from stem. For expo: -full, -less, re-, UN- Inflectional morpheme: set of bound morphemes to indicate aspects of the aromatically function of a word. 2 inflections attached to nouns, -g's (possessive) and -s (plural). 4 inflections attached to verbs, -s (3rd person singular), -inning (present participle), -De (past tense) and -en (past participle). Inflections attached to adjectives: -est. (superlative) and -re (comparative). Lymphoma: the group or set o f different morphs, all versions of one morpheme OR any of the different forms of a morpheme. For example: -s, -sees, 0 (zero morph). They are all lymphomas of the plural morpheme. Grammar Traditional grammar: a grammar which is usually based on earlier grammar of Latin r Greek and applied to the analysis of newer† languages such as English. Agreement: In English sentence, agreement is based on the category of number, whether the noun is singular or plural.It is also based on the category of person, that is, first person (involving the speaker), second person (involving the hearer) and third person (involving any others). The form the verb must also be described in terms of tense. The final category is gender. Gender vs. Grammatical gender: Gender† refers to the natural gender or biological gender, that is, male or female and what words agree with it. She, her) refer to female entities, whereas (he, his) refer to male entities. Grammatical Gender† refers to the typ es of nouns which is considered masculine and feminine.For example, in Spanish there are article to call a noun in feminine (la) or masculine (la) such el sol ( the sun), la ulna (the moon). It does not imply that the moon†s sex is female or the sun†s male. The grammar simply states this way to use article with different noun. The prescriptive approach: Grammarian in the eighteen century in English create rule for the proper use of English. For example: You must not split an infinitive. You must not end a sentence with a preposition. Therefore, traditional teacher would correct sentences like: Who did you go with? O With whom did you go? However, we should be skeptical of the origin of some of these rules and asking whether they are appropriately applied to the English language. Let†s study this traditional rule Mimi must not split an infinitive†. The book elaborates by using Captain Kirk†s infinitive. To boldly go, to solemnly swear, according to Tradi tional grammar, is inappropriate. To go boldly, boldly to go should be the appropriate form. In Latin grammar, it is clear that infinitive cannot be separated from a word because Latin infinitives are single words.However, it is not appropriate to carry this idea over to English where the infinitive form does not consist of a single form, but of two words, to and go. The descriptive approach Analysts collected samples of the language they were interested in and attempted to describe the regular structure of the language as it was used, not according to some view of how it should be used. This is called the descriptive approach. Structural Analysis Structural analysis† main concern is to investigate the distribution of forms in a engage.The method involves The makes a lot of noise. I heard yesterday. The use of test-frame† that can be sentences with empty slots in them. For example: By developing a set of test-frames of this type and discovering which forms fit the slots in the test-frame, we can produce a description of some aspects of the sentence structures of a language. Immediate Constituent Analysis: is designed to show how small constituents (or components) in sentences go together to form larger constituents. One basic step is determining how words go together to form phrases. Applied Linguistics Language can be viewed as a social fact, as a psychological state (mental dictionary), as a set of structures (a grammatical system: a system to what orders the words have to come in if they are to make sense), or as a collection of outputs (utterances/ sentences: spoken or written). Language can be viewed as a set of choices (different ways of saying a sentence), a set of contrasts (an inversion of sentences).Idiolect (I-language: language of the individual): the language system of an individual as expressed by the way he or she speaks or writes within the overall system of a reticular language. In a broader sense, someone†s idiolect includes their way of communicating; for example, their choice of utterances and the way they interpret the utterances made by others.In a narrower sense, an idiolect might entail features, either in speech or writing, which distinguish one individual from others, such as o voice quality ( the overall impression that a listener obtains of a speake r†s voice or characteristics of a particular voice that enable the listener to distinguish one voice from another, such as when a person is able to identify a telephone caller) o pitch when we listen to people speaking, we can hear some sounds or groups of sounds in their speech to be relatively higher or lower than others) o speech rhythm (rhythm in speech is created by the contracting or relaxing of chest muscles).Many linguists prefer to use the term IDIOLECT for the language of an individual. So you do not speak English, you speak your idiolect. That seems simple enough until we ask what English† consists of. Presumably it consists of the sum of all the idiolect of people who we agree are speaking English. Do I-language: an approach to language which sees it as an internal property of the unman mind and as not something external or an attempt to construct grammars showing the way human mind structures language and which (universal) principles are involved.E-language: an approach to language which describes the general structures and patterns. E-language= Langue (Assure) = Competence (Chomsky): the system of a language, that is the arrangement of sounds and words which speakers of a language have a shared knowledge (agree to use). Langue is the ideal form of a language. Parole (Assure): the actual use of language by people in speech or writing. Competence: a person†s internalized grammar of a language. This means a person†s ability to create and understand sentences, including sentences they have never heard before.It also includes a person†s knowledge of what are and what are not sentences of a particular language. For example, a speaker of English would recognize I want to go home as an English sentence but would not accept a sentence such as I want going home even though all the words in it are English words. Competence often refers to the ideal speaker/hearer, that is an idealized but a not real person who would have a comp lete knowledge of the whole language. Performance: a person†s actual use of language.A difference is made between a person†s knowledge of the language (competence) and how a person uses this knowledge in producing and understanding sentences (performance). The difference between linguistic competence and linguistic performance can be seen, for example, in the production of long and complex sentences. People may have the competence to produce an infinitely long sentence but when they actually attempt to use this knowledge (=perform) there are many reasons why they restrict the number of adjectives, adverbs, and clauses in any one sentence.They may run out of breath, or their sterner may get bored or forget what has been said if the sentence is too long. In using language, people make errors or false starts. These may be due to performance factors such as fatigue, lack of attention, excitement, nervousness. Their actual use of language on a particular occasion may not refl ect their competence. The errors they make are described as examples of performance. Keywords Language: the system of human communication which consists of the structured arrangement of sounds or written representation into larger unit e. G. Orpheus, word, sentence, utterance. A social fact, a kind of social contract, or a set of structure r as a collection of output. Idiolect: langue for specific group of people or language for individual; only the speaker of this language can understand. Utterance: a unit of analysis in speech which has been defined in various way but commonly as a sequence of words within a single person's turn at talk that fall under a single intonation contour. Universal grammar: a thorny which claims to account for grammatical competence of every adult no matter what language he or she speaks.Langue: part of language which is not complete in any individual, but exists only in the collectivity. Parole: language that is used individually. (I-language) E-language : is the â€Å"external† manifestation of the â€Å"internally' (mentally) represented grammar of many individual. It is appropriate for social, political, mathematical and logical statement. I-language: language viewed as internal property of human mind or a computational system in human brain. Answer Sq 1 . The author says, â€Å"A language is a social fact, a kind of social contract. † What does this mean?This means that language is the mean of communication which not only an individual but also all people in the community accept and understand it as a hole. People use language as a contract for their daily life, since language is a social fact that people use to understand each other and purposely set up the proof of their will or promise. 2. What do you understand from the examples that follow? A. Kim kissed crocodile. B. The crocodile kissed Kim. C. Kissed crocodile Kim the. Sentence A and B are understandable; that is, we can say that they are language which is seen as a set of choice and a set of contrast.A set of choice or contrast means that a group of word are systematically in order that makes us understand what the intention of the sentence is. However, sentence C does not make sense at all, and it is not a language. 3. What is the difference between â€Å"speak a grammar† and â€Å"speak a language†? Speak a language means to speak a language that make other people understand; that is, it refers to when people in the society speak language of the society (E-language), which they use it as mean of communication.However, â€Å"speak grammar† refers to when an individual speak his or her own language sticking deep inside their mind or brain, and cannot be understood by others. This language is not for society, but for individual only. 4. Assure (1969) make an analogy as saying When orchestra plays a symphony, the symphony exists externally to the way in which it is performed: that existence is comparable to langue in language study. The actual performance, which may contain idiosyncrasies or errors, is to be comparable to parole. ‘ Use this analogy to explain what E-language and I-language are.This means that E-language is the same as langue, which refers to the language that is externally used in the society and it is accepted as the language of the society, which people use it as the mean of contract and communication. However, I-language s equalized to parole referring to the language existing only in the individual, and usually it is not understood by others and considered as the error of language for people in the society. 5. Language is a set of choice and a set of contrast, yet why cant we always choose to organize the word in utterances in our preferred way?Even though language is a set of choice and contrast, we cannot Just organize language as we want because our own organization of language can become l- language which is not understood by others. This is because I-language is the language for individual only, and only the speaker can understand it. Chapter 2: Components of Language Phonology is the description of the systems and patterns of speech sounds in a language. Phonology is concerned with the abstract or mental aspect of the sounds in language rather than with the actual physical articulation of speech sounds.Phonology is concerned with the abstract set of sounds in a language that allows us to distinguish meaning in the actual physical sounds we hear and say. Phoneme is the smallest unit of sound in a language which can distinguish two words or each one of these meaning-distinguishing sounds in a language. /p/, lb/ are homes of English. O Phoneme has contrastive property. If we substitute one sound for another in a word and there is a change of meaning, then the two sounds represent different phonemes. O English is often considered to have 44 phonemes: 24 consonants and 20 vowels.Phone is the different versions of the phoneme regularly produc ed in actual speech ( in the mouth). Allophone is a group of several phones, all of which are versions of one phoneme. For example, the [t] sound in the word tar is normally pronounced with a stronger puff of air (aspirated) than is present in the [t] sound in the word star. Minimal pair is when two words in a language which differ from each other by only one distinctive sound (one phoneme), occurring in the same position, and which also differ in meaning. For example, fan-van, bet-bat, site-side, put-shut are some examples of minimal pairs.The Sound Patterns of Language Minimal set is when a group of words can be differentiated, each one from the others, by changing one phoneme (always in the same position in the word). For example, bet-set-vet-get-let and big-pig-rig-fig-wig are examples of minimal set. Phonetics's is the arrangements of the distinctive sound units (phonemes) in a language. For example, in English, the consonant groups /SSP/ and /star/ can occur at the beginning o f a word, as in sprout, strain, but they cannot occur at the end of a word.Syllable is a unit in speech which is often longer than one sound and smaller than a whole word. For example, the word terminology consists of five syllables: term-mi-no-lo- gay. O A syllable contains onset (consonant(s)) and rhyme which has two parts nucleus (vowel) and coda (consonant(s)). The basic structure of the kind of syllable found in English words can be C.V. (green), PVC (eggs), C.V. (them), etc. Consonant cluster is a sequence of two or more consonants. Consonants clusters may occur at the beginning of a word (an initial cluster), at the end of a word (a final cluster) or within a word (a medial cluster).Co-articulation is the process of making one sound almost at the same time as the next sound. Circulation has two well-known effects: assimilation and elision. O Assimilation occurs when a speech sound changes, and becomes more like another sound which follows or precedes it, or when two sound seg ments occur in sequence and some aspect of one segment is taken or copied by the other. O Elision is the leaving out of a sound or sounds in speech. O Everyone†s normal beech entails assimilation and elision which should be regarded as some type of sloppiness or laziness.The point of investigating these phonological processes is not to arrive at a set of rules about how a language should be pronounced, but to try to come to an understanding of the regularities and patterns which underlies the actual use of sounds in language. Words and Word-formation Process -Etymology: the study of the origin and history of a word -Coinage: the invention of totally new terms (Ex: aspirin, nylon, Baseline) -Borrowing: words that is borrowed from other languages (Ex: Piano(lately), Sofa(Arabic),Yogurt(Turkish)) -Compounding: two separate words are Joint together (bookcase, doorknob, fingerprint, textbook) -Blending: combination of 2 separate forms to produce a single new term. Ex: motel (motor/ hotel), smog (smoke/haze) -Clipping: reduction of words more than one syllable to a shorter form. Ex: condo (condominium), bra (brassiere), ad (advertisement) -Facilitation: reduction of words which also change the function, usually from noun to verb.Ex: emote (from Emotion), donate (from Donation), babysat (from Babysitter) -Conversion: a change in the function of a word, esp. noun becomes verb without any deduction. Ex: Someone has to chair the meeting. Or We bottled the homebred – Acronyms: new words that are formed from initial letters of a set of other words. Ex: CD (compact disk), VS. (video cassette recorder), ATM (automatic teller machine), PIN (personal identification number) -Derivation: the affixes (prefix & suffix) added to the beginning or the end of a word.Ex: unhappy, misrepresent, Joyful, careless Morphology: the study of forms Morphology Morpheme: a minimal unit of meaning or grammatical function. Lexical Free functional Morpheme derivation bound inflectional Free morpheme: morpheme that can stand by themselves as single word. – Lexical morpheme: set of ordinary nouns, adjectives and verbs. For example: Car, red, drive. – Functional morpheme: functional words in the language such as conjunctions, prepositions, articles and pronoun. For expo: and, but, when, because, on, near, above, in the, them.Bound morpheme: morpheme that cannot stand alone and must attached to another forms. – Derivation morpheme: the affixes that make words into a different grammatical category from stem. For expo: -full, -less, re-, UN- Inflectional morpheme: set of bound morphemes to indicate aspects of the aromatically function of a word. 2 inflections attached to nouns, -g's (possessive) and -s (plural). 4 inflections attached to verbs, -s (3rd person singular), -inning (present participle), -De (past tense) and -en (past participle). Inflections attached to adjectives: -est. (superlative) and -re (comparative). Lymphoma: the group or set o f different morphs, all versions of one morpheme OR any of the different forms of a morpheme. For example: -s, -sees, 0 (zero morph). They are all lymphomas of the plural morpheme. Grammar Traditional grammar: a grammar which is usually based on earlier grammar of Latin r Greek and applied to the analysis of newer† languages such as English. Agreement: In English sentence, agreement is based on the category of number, whether the noun is singular or plural.It is also based on the category of person, that is, first person (involving the speaker), second person (involving the hearer) and third person (involving any others). The form the verb must also be described in terms of tense. The final category is gender. Gender vs. Grammatical gender: Gender† refers to the natural gender or biological gender, that is, male or female and what words agree with it. She, her) refer to female entities, whereas (he, his) refer to male entities. Grammatical Gender† refers to the typ es of nouns which is considered masculine and feminine.For example, in Spanish there are article to call a noun in feminine (la) or masculine (la) such el sol ( the sun), la ulna (the moon). It does not imply that the moon†s sex is female or the sun†s male. The grammar simply states this way to use article with different noun. The prescriptive approach: Grammarian in the eighteen century in English create rule for the proper use of English. For example: You must not split an infinitive. You must not end a sentence with a preposition. Therefore, traditional teacher would correct sentences like: Who did you go with? O With whom did you go? However, we should be skeptical of the origin of some of these rules and asking whether they are appropriately applied to the English language. Let†s study this traditional rule Mimi must not split an infinitive†. The book elaborates by using Captain Kirk†s infinitive. To boldly go, to solemnly swear, according to Tradi tional grammar, is inappropriate. To go boldly, boldly to go should be the appropriate form. In Latin grammar, it is clear that infinitive cannot be separated from a word because Latin infinitives are single words.However, it is not appropriate to carry this idea over to English where the infinitive form does not consist of a single form, but of two words, to and go. The descriptive approach Analysts collected samples of the language they were interested in and attempted to describe the regular structure of the language as it was used, not according to some view of how it should be used. This is called the descriptive approach. Structural Analysis Structural analysis† main concern is to investigate the distribution of forms in a engage.The method involves The makes a lot of noise. I heard yesterday. The use of test-frame† that can be sentences with empty slots in them. For example: By developing a set of test-frames of this type and discovering which forms fit the slots in the test-frame, we can produce a description of some aspects of the sentence structures of a language. Immediate Constituent Analysis: is designed to show how small constituents (or components) in sentences go together to form larger constituents. One basic step is determining how words go together to form phrases.

Pronouncing the Spanish R

Question: One word in Spanish that I cant seem to get right is aire for air. I hear it from Spanish speakers sounding like EYE-day, but its not a d sound — theres a definite re sound, but it eludes me. Answer: The single r can indeed sound a lot like the English d. (The same isnt true of the Spanish rr sound, which is trilled.) Except at the beginning of words that stand alone (where the r is trilled), a single r is formed (more or less) by hitting the tongue against the front of the palate. It is sometimes said that the Spanish r sounds like the tt in little, so youre hearing correctly. The exact pronunciation varies somewhat with the speaker, the region the person is from, and the placement of the letter in the word. The R for English Speakers What works for some English speakers (even if it may not be technically correct) is to shape the lips something like the sound that is made for the English r, but to make the sound with a single trill or flap of the tongue against the front of the palate. Actually, its probably best not to think English r at all; the sounds of the two languages really are different. And if its any consolation, the sound of the English r is more difficult for native Spanish speakers (and speakers of many other languages) to master than it is for English speakers to master the Spanish r. You can hear the r pronounced by native speakers in our audio lesson on pronouncing the r. Words spoken in that lesson are pero (but), caro (expensive), primo (cousin), tres (three), seà ±or (Mr.) and hablar (to speak). Recommendations From the Community Participants in our forum have discussed pronunciation of the r, especially when it comes after a consonant, as in abra. Heres some of their advice: You can try substituting the English letter d for a single r. For example: Pero (Spanish) Pedo (English). If you say it quickly it begins to take on the character of the Spanish r. I learned this from a friend from Colombia whose name was Miriam. She hated the swallowed r that Americans make when they say her name, so she suggested that they call her Medium. Said quickly, that was much closer to the Spanish pronunciation of Miriam.When you say the word throw you have to put your tongue in almost the same position as you do when you make the Spanish r sound. Try that for positioning your tongue, then just blow real hard and your tongue will vibrate like its supposed to do for those rolling rrs. Once you have the tongue vibrating, make a growling sound like rrrrrrr.If you pronounce the t and d as they are pronounced in Spanish with the tip of the tongue on or near the top of the upper front teeth instead of farther up on the alveolar ridge as we usually do in English, then to get to t he r you only have to flip it up a little. Anyway, you can solace that Spanish doesnt have those impossible consonant combinations that some languages have. (I knew a guy from Africa whose first name was Ngmpu. Try that one!)If you can already make the r sound when surrounded by vowels, then stick in a vowel at first — u works the best. Practice saying abura a bunch of times, gradually emphasizing the u less and less until youre just saying abra.I dont think I have any trouble with r as in abra, or at least no native speaker has ever told me that my pronunciation of it sounds bad. If youve got the r of para or caro down, its exactly the same as that; flap your tongue right after the consonant. In other words, try saying ohtda as though it were an English word very quickly (of course, your tongue should touch the back of your front teeth when you say the t) and you will probably get the word otra right.