Kategoria BISAC: Language Arts & Disciplines >> Writing - General

The Language of Branding: Theory, Strategies, and Tactics will teach marketing students how to use language successfully to improve brand value and influence consumer behavior.

Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence and sales of a brand. The book covers the fundamentals of brand language and applications for an array of marketing...

In the late 1960s, colleges and universities became deeply embroiled in issues of racial equality. To combat this, hundreds of new programs were introduced to address the needs of "high-risk" minority and low-income students. In the years since, university policies have flip-flopped between calls to address minority needs and arguments to maintain "Standard English." Today, anti-affirmative action and anti-access sentiments have put many of these high-risk programs at risk.
In Interests and Opportunities, Steve Lamos chronicles debates over high-risk writing programs on the...

In Translation Changes Everything leading theorist Lawrence Venuti gathers fourteen of his incisive essays since 2000.

The selection sketches the trajectory of his thinking about translation while engaging with the main trends in research and commentary. The issues covered include basic concepts like equivalence, retranslation, and reader reception; sociological topics like the impact of translations in the academy and the global cultural economy; and philosophical problems such as the translator's unconscious and translation ethics.

Every essay presents case studies...

This collection of essays brings together a decade of writings on translation by leading international translation studies expert, Susan Bassnett. The essays cover a range of topics and will be useful to anyone with an interest in how different cultures communicate. Bassnett draws upon her personal experience to explore issues such as why the same things cannot be expressed in all languages, why translators in war zones risk their lives for their work, whether humour can travel across cultures, why translated menus are often so bad and whether poetry does indeed get lost in...

This deluxe edition contains the complete contents of The Little Red Writing Book and The Little Gold Grammar Book. Whereas writing is based on principles -- in which writing is deemed better or worse, more effective or less effective -- grammar is based on rules, in which writing is deemed right or wrong, correct or incorrect. With coverage of the most useful writing principles and the most commonly encountered rules of grammar, The Little Red Writing Book Deluxe Edition is an invaluable guide for anyone who wants to master those skills that will make a good...

This book is based on a simple but powerful observation: Students and young professionals who develop outstanding writing skills do so primarily by mastering a limited number of the most important writing principles, which they use over and over again. What are these recurring principles? The answer to this question is the basis of this material. A wealth of examples, charts, and engaging exercises makes The Little Red Writing Book an invaluable guide for anyone who wants to master those skills that will make a good writer even better.

Author's bio: Brandon Royal is an...

• Examines the earliest evidence for writing in Mesopotamia in the fourth millennium BC, the origins of purely phonographic systems, and the mystery of alphabetic writing
  
• Includes discussions of Ancient Egyptian, Chinese, and Mayan writing
  
• Shows how the structures of writing served and do serve social needs and in turn create patterns of social behavior
  
• Clarifies...

In "Four by Four: Practical Methods for Writing Persuasively," well-known authors and teachers of writing Joyce Armstrong Carroll and Edward E. Wilson provide a practical guide to teaching students how to write persuasively. Organized in four chapters, each containing four sections, the text opens with a history of rhetoric that serves as a logical preface to the persuasive writing basics, guides, and patterns presented in the remainder of the book.

It covers topics such as the Carroll/Wilson Inquiry Schemata as a data collection technique for persuasive writing, planning and organizing...