Professional Documents
Culture Documents
Academic Writing
Part Two
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Academic Writing
Using celebrities in advertising dates back to the late nineteenth century, and this common
advertising practice has drawn a considerable amount of academic and practical attention (see
Erdogan 1999 for an extensive review). Most academic investigations of celebrity endorsement
have been contextualized in the realm of source credibility and attractiveness models, and
suggest that celebrities exert their influence on consumers through perceived attributes such as
expertise, trustworthiness, attractiveness, familiarity, and likeability (Ohanian 1990, 1991).
Arguing for standardized advertising across countries, some contend that consumer demands
and tastes have become similar on a global scale (Levitt 1983; Taylor and Johnson 2002) and
that using celebrities with worldwide recognition in advertising is an effective means of
overcoming cultural difficulties (Erdogan 1999; Kaikati 1987; La Ferla 2001). Others claim that
despite some observed convergence among consumers around the world, fundamental values
still remain divergent across cultures. Therefore, international advertisers cannot assume that the
same advertising technique should be uniformly applied or that it will be equally effective in
different countries (De Mooij 1998, 2003; Onkvisit and Shaw 1999). Yet research on similarities
and differences between cultures in the use of celebrity endorsement in advertising is scarce,
despite the potential cultural influence on this technique as speculated in the literature.
Sejung Marina Choi, Wei-Na Lee, Hee-Jung Kim. LESSONS FROM THE RICH AND FAMOUS:
A Cross-Cultural Comparison of Celebrity Endorsement in Advertising. Journal of
Advertising. Summer 2005, vol. 34, Iss. 2.
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Academic Writing
• Each topic area has its own special characteristics, which may
vary from the type of terminology used to various other issues,
such as the structure of academic writings and the use of
sources.It is difficult to give rules which would apply to all
subject areas. Therefore, you are stylistically best off by
following the guidelines of your school and by looking closely
at the conventions used in for example books, journals, and
other previous writings in your topic area.
• When writing a Bachelor’s thesis, you can presume that your
reader is educated in the same field as yourself and his/her
general knowledge of the field in question is of at least the
same level as your own.
• There are various purposes for writing a Bachelor’s thesis.
From an educational perspective, it is a demonstration of your
ability carry out and report a study of your own field of
expertise. On the other hand, more and more theses also
have a practical function insofar as they are commissioned by
companies or other organisations. The needs of the
commissioning party may also have an effect on the form that
a thesis takes.
• In all, the language and content of all Bachelor’s theses
depend on a combination of the factors mentioned, and
ultimately the effect of the different factors is a question to be
resolved by the writer, often through a negotiation with the
supervisors of the thesis. 7
Academic Writing
• Formality
this piece of writing the present study (=this study)
my essay’ll make it clear the present paper will clarify
• Impersonality
Many of my friends and colleagues say that… It is
commonly said that…
I, you, my friend Dave the present study/author,
one, Professor Robertson/Robertson (1992)
• Precision
pets like cats, dogs, etc. pets, such as cats and dogs,
around half of the groupapproximately 53% of the group
• Caution
Our study proves that This study shows that
I’m sure this is so. There is reason to believe that this is
so.
We really couldn’t make anything of the results. There
were difficulties in analyzing the results.
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Academic Writing
Exercise: Formality
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Academic Writing
Formal
Marketing refers to
communicating about a
product or service with the
purpose of encouraging the
recipients of the
communication to purchase
or use the product or
service.
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Academic Writing
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Academic Writing
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Academic Writing
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Academic Writing
Paragraphs (1)
What is a paragraph?
• A paragraph is a collection of
related sentences dealing with a
single topic.
• Effective paragraphs normally
contain the following overlapping
traits: Unity, Coherence, A Topic
Sentence, and Adequate
Development. Using and adapting
them to your individual purposes
will help you construct effective
paragraphs.
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Academic Writing
Paragraphs (2)
1. Unity:
• The entire paragraph should
concern itself with a single
focus. If it begins with a one
focus or major point of
discussion, it should not end
with another or wander within
different ideas.
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Academic Writing
Paragraphs (3)
2. Coherence:
• Coherence is what makes the paragraph
easily understandable to a reader. You
can help create coherence in your
paragraphs by creating logical bridges
and verbal cohesive bridges.
– logical bridges: The same idea of a topic is
carried over from sentence to sentence
• Successive sentences can be constructed in
parallel form
– verbal cohesive bridges:
• Key words can be repeated in several
sentences
• Synonymous words can be repeated in several
sentences
• Pronouns can refer to nouns in previous
sentences
• Transition words can be used to link ideas from
different sentences
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Academic Writing
Paragraphs (4)
3. A topic sentence:
• A topic sentence is a sentence that
indicates in a general way what
idea the paragraph is going to deal
with.
• Paragraphs do not always have
clear-cut topic sentences and topic
sentences can occur anywhere in
the paragraph (as the first
sentence, the last sentence, or
somewhere in the middle).
However, an easy way to make
sure your reader understands the
topic of the paragraph is to put your
topic sentence near the beginning
of the paragraph.
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Academic Writing
Paragraphs (5)
4. Adequate development
• The topic introduced by the topic
sentence should be discussed fully and
adequately. This varies from paragraph to
paragraph, depending on the author's
purpose, but writers should beware of
paragraphs that only have two or three
sentences. If a paragraph is short, is it
fully developed?
• Some methods to make sure your
paragraph is well-developed:
• Use examples and illustrations
• Provide data
• Provide supporting arguments (quotes and
paraphrases from other sources)
• Compare and contrast
• Discuss causes
• Deal with effects
• Proceed chronologically
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Academic Writing
Paragraphs (6)
Economy
• Adequate development also means
economy in one’s writing—
sufficient but not excessive
development
• Do not toy around with
unnecessary words—keep the
number of words to a minimum.
• Are the following needed?
• tautology: future prospect prospect
• intensifiers, qualifiers: very difficult
difficult
• formulaic phrases: due to the fact that
because
• unnecessary ’to be’, ’being’, passives
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Academic Writing
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Academic Writing
Compare
• Wordy
• A particle of any specific type may
well be used.
• Balancing the budget by the
upcoming deadline is an
impossibility without additional
extra help of some kind.
• More Concise
• Any particle may be used.
• Balancing the budget by the
deadline is impossible without extra
help
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Academic Writing
kind of definitely
sort of actually
type of generally
really individual
basically specific
quite particular
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Academic Writing
You try…
Wordy
• Basically, industrial productivity
generally relies on particular factors
that are actually more
psychological in kind than of any
given technological type.
More Concise
• Industrial productivity depends
more on psychological than on
technological factors.
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Academic Writing
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Academic Writing
Wordy
• The employee with skill...
• The department demonstrating
the best performance...
• Jack Stiles, our chief of
consulting, suggested at the latest
board meeting the installation of
microfilm equipment in the
department of data processing.
More Concise
• The skilful employee...
• The best-performing department...
• At our latest board meeting, chief
consultant Jack Stiles suggested
that we install microfilm
equipment in the data processing
department.
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Academic Writing
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Academic Writing
Compare…
Wordy
• The report, which was released
recently...
• All applicants who are interested
in the job must...
• The system that is most efficient
and accurate...
More Concise
• The recent(ly released) report...
• All job applicants must...
• The most efficient and accurate
system...
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Academic Writing
Wordy
• It is the President who signs or vetoes
laws.
• There are four criteria that should be
considered: ...
• There was uncertainty about the
reasons for the financial problems.
More Concise
• The President signs or vetoes bills.
• Four criteria should be considered:...
• .The reasons for the financial problems
were uncertain.
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Academic Writing
Exercise: economy
Improve these wordy sentences:
1. A surprising aspect of most government
negotiations is their friendly nature.
2. The fact of the recession had the effect of
causing many economic changes.
3. The new system is considered to be
effective.
4. It is felt that a reorganisation program
should be attempted by this company
before ownership measures of any kind
are taken.
5. The hydroseal is said by most users to be
faulty.
6. The novel, which is entitled Ulysses,
takes place . .
7. It was Aristotle who said
8. There is a tendency among many
students who may be said to show
certain signs of lack of knowledge in their
field of expertise that their writing will
demonstrate an overload of unnecessary
irrelevancies and comments which are 37
generally useless in function.
Academic Writing
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