– Understand cultural influences on some commonly observed differences between English and Chinese
– Distinguish denotational and connotational meanings of words
Means of Human Communication
Verbal communication
– Using words that have mutually understood meanings and a set of rules
Nonverbal communication
– Edward T. Hall refers to it as the “silent language”
Example 2
I suggest that we delay making our decision until after Legco makes its decision. That’s because I think a certain amount of caution in committing to TV advertisement is necessary because of the expense. In addition to that, most of our production is done in China now, and it’s not really certain how the government will react in the run-up to 1999.
Deductive VS. Inductive thought patterns
Deductive
Inductive
– From the general to the specific
– Western
– From the specific to the general
– Eastern
Example 1
Comparison between English and Chinese
Some words have the same denotational and conntational meanings.
There are also many words with the same denotational meanings but different connotational meanings.
The Relationship Between Language and Culture
1. The influence of culture on language 2. The influence of language on culture
The Influence of Culture on Language
Both denotational and connotatinal meanings are different in many other words.
Examples
Dove: peace
鸽子：和平鸽
Fox: cunning
狐狸：像狐狸一样狡猾
Owl: wisdom
猫头鹰：坏运气
The differences between languages represent basic differences in the worldview of diverse cultures.
Linguistic Relativity
Linguistic characteristics and cultural norms influence each other.
Strength Faith Truth
Business Implications
International businesspersons may encounter problems with such connotational meanings of colors.
International marketers need to know what associations certain culture has in terms of colors and how they might affect product design, packaging, and advertising messages.
Reality for a culture is discoverable in its language
Linguistic Determinism
Language structure controls thought and cultural norms
The world as each of us knows it is to a large extent predetermined by the language of our culture
Learning Objectives
– Distinguish linear and nonlinear language, deductive and inductive patterns
– Make cross-cultural comparisons of different pragmatic rules used in various speech acts and verbal styles
Culture is controlled by and controls language.
Language provides the conceptual categories that influence how its speakers’ perception are encoded and stored.
Cultural Impact on Verbal Communication
At lexical level At discourse level At pragmatic level
1. At lexical level
Denotational meaning Connotational meaning
Bat: an evil animal 蝙蝠：福，幸福，洪福
Cricket: a happy insect 蟋蟀：哀愁
Dragon: fierceness
龙：龙袍，龙的传人 (ห้องสมุดไป่ตู้hinese Dragon)
Culture Red Yellow Green Blue
Europe and North
Connotational meaning
– It refers to extended meanings or associated meanings.
– Connotational meanings have developed over time through use by people and especially by poets and writers.
Happiness prosperity
Safety Masculinity
Growth and Sweetness
rebirth
calm
Future Youth Energy
villainy
No special No special association association
Fertility virtue
Linguistic Determinism Linguistic Relativity
Sapir-Whorf Hypothesis
Language not only serves as a mechanism for communication , but a guide to social reality.
Meanings of Words
Denotational meaning
– It refers to a definitional meaning depending upon our choice of word selection.
– Denotation means a dictionary definition.
The Influence of Culture on Language
2. Language as reflection of values
– Language reflects cultural values. – Language is a mirror of culture, because
language reflects human relationships, reflects the way the society operates. – Example: Chinese kinship terms reflect the importance of our family system.
Because of most of our production is done in China now, and it’s not really certain how the government will react in the run-up to 1999, and since I think a certain amount of caution in committing to TV advertisement is necessary because of the expense. So, I suggest that we delay making our decision until after Legco makes its decision.