Phương tiện liên kết văn bản trong sách giáo trình english for economics cho sinh viên năm 3 khoa spta hnn hqghn

VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF ENGLISH LANGUAGE TEACHER EDUCATION GRADUATION PAPER LEXICAL COHESIVE DEVICES IN THE TEXTS FROM ESP COURSE BOOK “ENGLISH FOR ECONOMICS” BY ASSOC PROF NGUYỄN XUÂN THƠM, PHD AND PEDAGOGICAL IMPLICATIONS FOR TEACHING ESP TO THIRD YEAR STUDENTS AT FELTE, ULIS, VNU SUPERVISOR: Assoc Prof Nguyễn Xuân Thơm, (PhD.) STUDENT: Đỗ Hà Phương YEAR OF ENROLLMENT: QH.2009 Hanoi – MAY 2013 -1- Đ IH QU GI H N I I H C NGO I NG KHOA S KH PH M TI NG ANH LU N T T NGHI P PH ƠNG TI N LI N K T V N B N TRONG S CH GI O TR NH “ENGLISH FOR ECONOMICS” CHO SINH VI N N M 3, KHOA SPTA, HNN, HQGHN GI O VI N H NG D N: Ph GS TS Nguyễn Xuân Thơm SINH VIÊN: Đỗ Hà Phương KH A H C: QH.2009 Hà N i – Th ng , -2- DECLARATION I certify that I am the sole author of this thesis and the thesis has not been submitted for a degree to any other university or institution Hanoi, May 2013 Đỗ Hà Phương i ACKNOWLEDGEMENT I would like to express my deepest thanks to Assoc Prof Nguyễn Xuân Thơm, (PhD.), my supervisor, for his invaluable support, guidance, and constructive comments during the time I conducted this graduation paper His course book English for Economics is not just a great source of knowledge for us students, but also a wonderful inspiration for the topic of my paper Without his assistance and encouragement, this study would not have been completed I am also indebted to all my lecturers at Faculty of English Language Teacher Education for their devoting lectures in the last four years, which have provided me with adequate knowledge to complete this study To all of my classmates who have been with me through all the tough moments, they are the greatest gift I would ever have in life Finally, these last words should be dedicated to the entire Glee crew, without whom, I would not have had enough motivation to follow this study to the end ii ABSTRACT This study analyzes lexical cohesive devices to see how often they appear in Business English course book, from which conclusions are made for both teachers and students in hopes of improving reading economic texts skill and broadening specialized vocabulary The description of data was adopted from the taxonomy of cohesion by Halliday and Hasan (1976) The data for analysis were taken from five reading texts in the course book English for Economics by Assoc Prof Nguyễn Xuân Thơm (PhD.) After data collection, analysis and statistic were implemented, and the results of the study were compared within the text The results revealed that all types of lexical cohesive devices found in the BE sample texts at different rates all contributed to the text cohesion; and of all the cohesive devices, repetition is used most frequently At the end of the study, some implications for teaching and learning BE have been made in context of ULIS iii TABLE OF CONTENTS Declaration i Acknowledgement ii Abstract iii Table of contents iv List of abbreviation vii List of tables and figures viii PART I: INTRODUCTION - 1 Title of the paper - - Rationale of the study - - Scope of the study - - Objectives of the study - - Research questions - - Methods of the study - - 6.1 Data collection instrument - - 6.2 Data collection procedure - - 6.3 Data analysis method - - Significance of the study - - PART II: DEVELOPMENT - CHAPTER 1: LITERATURE REVIEW - Discourse and discourse analysis - 1.1 Discourse - - 1.2 Discourse and text - - 1.3 Spoken and written discourse - iv 1.4 Discourse analysis - - 1.5 Discourse context - - Cohesion and coherence - 2.1 Cohesion - - 2.2 Coherence - - Cohesive devices - 10 3.1 Cohesive devices - 10 - 3.2 Classification - 10 - CHAPTER 2: METHODOLOGY - 13 Research design - 13 - Setting of the study - 13 - Participants - 14 - Data collecting instruments - 14 4.1 Observation of documents - 14 - Data analyzing procedure - 15 - Data analysis methods - 15 6.1 Content analysis - 15 - 6.2 Statistical analysis - 16 - CHAPTER 3: RESULTS AND DISCUSSION - 17 An overview of the study - 17 - Analysis of lexical cohesive devices in BE reading texts - 18 - 2.1 Reiteration - 18 - 2.2 Collocation - 31 - Summary - 33 - PART THREE: CONCLUSION - 34 v REFERENCES - 40 APPENDICES I APPENDIX I I APPENDIX II IV APPENDIX III VII APPENDIX IV X APPENDIX V XIII APPENDIX VI XVI vi LIST OF ABBREVIATION Assoc Prof – Associate Professor BE – Business English EFE – English for Economics ESP – English for Specific Purpose FELTE – Faculty of English Language Teacher Education MOET – Ministry of Education and Training ULIS – University of Languages and International Studies VNU – Vietnam National University vii LIST OF TABLES AND FIGURES Table – List of texts analyzed in the study Table – Number of lexical cohesive devices in sample texts Table – Frequency of appearance of Repetition Table – Frequency of appearance of Synonym Table – Frequency of appearance of Antonym Table – Frequency of appearance of antonym‟s sub-types Table – Frequency of appearance of Superordinate Table – Frequency of appearance of Collocation Figure – Data collecting procedure Figure – Data analyzing procedure Figure – Frequency of occurrence of lexical cohesive devices in BE texts Figure – Frequency of appearance of repetition‟s sub-types viii In fact only a handful of worldwide agency network have the capacity to take on the world‟s biggest brands Mc ann-Eriksson, who have handled among others, Coca- ola, Esso and Kodak, came up with “the Martini moment” Leo Burnett gave us the Seven-Up slogan “it‟s cool to be clear” and perhaps, most famously of all, the Marlborough cowboy, a theme which has been running for over forty years Minimalist approach So what is it that makes global advertising so compelling and memorable? The answer to that lies partly in reducing the message to an absolute minimum A lot of adverbs pack in too much and end up obscuring their message The global commercial gets its message across succinctly, with great impact and an emotional intensity which belongs to the universal languages of pictures and music The commercials reinforce the brand-image independently of any real consideration of the product And image outsells products every time Costs the earth The beauty of a good global ad is that it can be used to great effect over a period of many years and still seem fresh Global image-making, however, is a lengthy and costly business Bringing together the best creative talent in the advertising industry usually end up costing the earth And critics of global ads point out that for the majority of brands global advertising is seldom the answer Though the world is getting smaller by the day, few companies, even multinationals, have true global status and since most “mass-marketed” products actually sell to fewer than five percent of the masses, it doesn‟t always pay to think big ” II Cohesive devices Simple repetition Repetition Complex repetition Lexical items Global – market – world – commercial – product – ad – advertising Globalization – costly – costing – advertising – ad – few – fewer – globally – marketing – universal – universally Strategies – operation – campaigns; Widely – universally – globally; Global – universal; Image – picture; World – global; Commercial – advertisement; Major – most; Take on – handle Synonymy Contrary Similarity – difference; Small – big Ordered Seldom – always Antonymy Market: national market – niche market Genre: tv – cinema Superordinate Brands: coca – Esso – Kodak – 7up – Malborough Companies: big companies, small companies, multinationals Collocation Economic – global – advertise – challenge – brands – industry – market strategies – cooperationscampaigns – culture – advertisement – universally – commercials – business – worldwide – products - multinationals III APPENDIX II DIAMONDS ARE FOREVER CHAPTER 2: THREE ECONOMICS ISSUES Invented by one of the richest companies in the world, Diamonds are forever is a slogan which does not bear close examination Common and untradeable Diamonds are neither valuable nor rare Though fabulously expensive, they are actually one of the most common minerals on earth In the West cut diamonds outnumber cars They are almost untradeable as a commodity Their resale value is significantly lower than their original cost, and nowadays they can easily be substituted in all their industrial uses In fact without the tradition and romance which have always given diamonds their sentimental value, they would be almost worthless Artificially high prices The high price of diamond is a triumph of the commercial clout and marketing genius of De Beers, the South African conglomerate that has 80 percent takes in world diamond supply By strictly regulating the mining and distribution of diamonds, De Beers has managed to keep price artificially high And by turning the diamond into a universal symbol of romance it has prevented secondhand diamonds from flooding the market and forcing prices down Even in times of hardship, people are reluctant to part with their diamonds De Beers knows that if they ever did part with them, the market would be saturated overnight Supply outstrips demand World supply of diamonds has consistently outstripped demand, so logically diamonds should be cheap, if not for De Beers, the worlds‟ greatest cartel, they would be But such has been the power of De Beers that even a glut of diamonds, massive stock-piling, chronic cash-flow problems and political uncertainty have been unable to loosen the stranglehold on the 60 billion world diamond market Cheap labour IV Most of the diamonds traded internationally are mined by the African poor or bought on the cheap from the Russians nd three quarters of the world‟s gems are cut in the pverty-stricken Surat in India, often by young children earning as little as four merican cents per stone ppalled by De Beers‟ business ethic s, America outlawed the company effectively preventing it from opening its own outlets in the United States Ironically merica remains by far De Beers‟ single biggest market and the company operates through American dealers unhindered Engagement ring It was the marketing magic of De Beers which persuaded Americans at the turn of the 20 th century to adopt the European custom of giving a diamond engagement ring as a token of marriage The same magic worked again in the 1950s when the Japanese in their desire to be Western became the worlds‟ second biggest market for cut diamonds And then the Oppenheimer family, who own De Beers, found themselves with a mountain of unsold small diamonds on their hands, they dreamt up the idea of the eternity ring as a means of getting rid of them Successful advertising A perfect example of a near total monopoly, De Beers has always found ways to boost demand and cut surplus production When General Electric discovered a way to produce high-grade synthetic diamonds, De Beers still managed somehow to prevent GE undercutting their prices In fact, the Oppenheimer have spent more than $160 million a year repeating their message that “diamonds are forever” probably the most successful advertising slogan of all time And even when profits are down and their share price takes a tumble, De Beers makes sure that the legend of the diamonds lives on Massive stockpiling Yet throughout its long and chequered history, what De Beers has feared most is the prospect of plunging prices if other diamond producers were ever to dump their surplus gems onto the world market After all, it was by threatening to just that the Oppenheimers were able to seize control of De Beers in the first place So far the company has managed to soak up excess supply by buying up most of the diamonds in the world But this has led to a massive accumulation of stocks in South frica with perhaps a further billion dollars‟ worth in Russia alone How long De Beers can contain such a huge surplus is now open to ques tion and perhaps even they will eventually fall victim to the relentless laws of supply and demand V Cohesive devices Simple repetition Repetition Complex repetition Lexical items Value – price – diamonds – market – part with – high – De Beer – American – America – magic – surplus – supply – perhaps Valuable – marketing – poor – poverty – United States Flooding- saturated; Problem – uncertainty; poor – poverty strickened; Plunging – dump; Manage – make sure; Down – take a tremble Synonymy Contrary Valuable – worthless; preventing – unhindered; live on – soak up; common – rare Relational resale – original; supply – demand Antonymy Commodity: diamond – car Mineral: diamond – stone – gems Cartel: De Beer Superordinate World: Americans – African – Russians – Japanese – Western Custom: token Monopoly: surplus - demand Collocation Company – resale – value – tradable – untradable – commodity – sustituted – high price – marketing – flooding market – forcing price – hardship – saturated – supply – demand – stockpiling – cash-flow – dealers – monopoly – surplus - stocks VI APPENDIX III ENTREPRENEURS CHAPTER 3: ORGANIZATION OF THE MARKET ECONOMY Entrepreneurs come in all shapes and sizes – the dynamic, the cautious and the greedy But all of them hold an equal fascination for us How they it? What‟s their secret? Some of the world‟s biggest corporations would like to know too, for entrepreneurism is in and these days everyone wants to be an entrepreneur But an entrepreneur is not what you are, it‟s what you become, and real entrepreneurs exist only in retrospect At first, nobody takes them seriously They are crackpots, dreamers, unemployables nd by the time they‟ve finally earned the respect of the business community, they‟ve already made it So cancel the classes on entrepreneurship and throw out your business plan For the road to entrepreneurial success can‟t be mapped out in advance You get there one sale at a time In the beginning only the entrepreneur needs to see the goal, nobody else And the goal is quite simple: you get the idea; you identify your customers; you make a sale Then you make another and another and another and another until your office in the spare bedroom has turned into the tower block in Manhattan you always wanted Forget about marketing strategies at this stage What you need first is a steady cashflow Bide your time Focus on the little things That‟s how it works Big companies are just small companies that got bigger Take Richard Branson, for instance For the founders of Virgin, the first ten years were a struggle, with his company suffering some cashflow problems until as late as 1980 By then the Virgin Group was running 80 different operations, none of them making large amount of money and some of them losing hand over fist Yet in 99 Branson‟s music business alone sold for $ million Or the Nicholas Hayek, the man who invested the Swatch and brought the Swiss watch-making industry from the dead Hayek took on the Japanese market leaders, Seiko and Citizen, and beat them on quality and price Today he sells 28 million Swatches a year and has built a 1.6 billion company in the process The Swatch is a 20 th century icon And incredibly, though the price of a new one has never increased, some of the highly collectable early are now classed as art and fetch more than $20,000 – not bad for a plastic watch VII So what it is that makes a good entrepreneur? Clearly, not the same thing that makes a good manager For good managers tend to come from fairly conventional background They are the bright kids everyone knew would well, born organizers, who rise through the ranks to reach the top of large corporations But the budding entrepreneur is more likely to be an outsider, a troublemaker, a rebel, who drops out of college to get a job, discovers a flair for building companies from nothing, gets bored quickly, and moves on Most of all, they‟ll be a master of risk management For risk doesn‟t mean the same thing to the entrepreneur as it does to the rest of us The king of corporate raiders, Sir James Goldsmith, sums it up best: “The ultimate risk” he says, “is not taking a risk ” nd that‟s probably how he got to be a dollar billionaire VIII Cohesive devices Simple repetition Lexical items Entrepreneurs – what – goal – another – companies – first – watch (n) – swatch – price – goods – managers Repetition Complex repetition – entrepreneurship – Big – bigger Struggle – problem; company – operations; Richard – founder Synonymy Antonymy Entrepreneurism entrepreneurial Contrary Little – big Relational Spare-room – tower block Ordered First – finally; first – then Shape and size: dynamics – cautions – greedy Entrepreneurs: crackpots – dreamers – unemployables – oursiders – trouble-makers – rebel - master Superordinate Stage: beginning Idea: marketing strategies – cash-flow Market leaders: Seiko & Citizen Manager: bright kids – organizers Sir Jones: king – billionaire Collocation Entrepreneurs – corporations – business – scale – customers – marketing strategies – cash-flow – money – invest - price IX APPENDIX IV IF THE PRICE IS RIGHT CHAPTER 4: SUPPLY AND DEMAND It may be true that everyone has their price, but the same can‟t be said of products Products don‟t have a price – at least not a fixed one If they did, prices would not vary so much from country to country A personal computer would cost twice as much in the UK as it does in the States and you wouldn‟t take out a bank loan to buy a coffee in the hamps Elysees Of course, strictly speaking, the computer is tradable and the coffee nontradable For tradable goods are exported all over the world, but non-tradables have to be consumed where they are produced And since a refreshing café noir halfway up the Eiffel Tower can only be purchased in Paris, frankly they can charge what they like for it But tradable or not, as every salesperson knows, “the price of a thing is what it will bring ” nd when it comes to price, they buyer is his own worst enemy Show me a high price and I‟ll show you too many customers prepared to pay over the odds The truth is, people pay the price they deserve A massive 20% mark-up does not stop people buying 370 million cans of Coke a day And with profit margins of up to a phenomenal 50%, Marlborough cigarettes can still gross nearly 40 billion a year and help make Phillip Morris the most profitable company in the world In fact, product pricing lies in the very heart of the marketing process itself Its impact is felt in sales volume, in the product‟s contribution to overall profits and, above all, in the strategic position the product occupies in the market place For a higher price will often raise the product‟s profile and a high product profile commands a higher price Product profile is basically the difference between a Rolex and a Timex, a bottle of Channel No.5 and a bottle of Boots No.7 So, of course, is price But it isn‟t as simple as that Economic, as well as market, forces are at work If they were not, we might expect international competition to equalize prices everywhere, but in spite of all the talk of a single market, a borderless Europe and a common currency, prices remain alarmingly elastic And what goes for a song in one country can cost a bomb of the other X For one thing, most commodities, particularly agricultural products, are usually heavily subsidized So in the absence of free trade, food will tend to be cheap in the USA, cheaper still in Central and South America, expensive in Europe and outrageously so in Japan Trade barriers compound the problem For sadly those who took part in the Uruguay Round of GATT could barely reach general agreement on where to have lunch So how you put a price on things? An everyday supermarket item in one country might be a luxury item in another and cost considerably more Scotch, for instance, is a mass-marketed product in Aberdeen but understandably a niche market product in bu Dhabi No prizes for guessing where it‟s cheaper Then, of course, there are taxes By imposing widely different rates of taxe on otherwise homogeneous commodities like petrol, governments distort prices even further If you are driving through Europe, you‟d certainly better to fill up in Luxemburg than in Italy Tax is also the reason why a Jaguar car costs less in Brussels than in Britain, where it was built So buy your car in Belgium, your fridge and other white goods in the UK, stock up on medicines in France and on Ds in Germany That way you‟ll be sure to get the best deal For where you spend your money is almost as important as the fact that you are prepared to spend it In the words of film-actor Cary Grant, “Money talks, they say ll it ever said to me was goodbye ” XI Cohesive devices Simple repetition Repetition Complex Lexical items Price – products – country – tradable – nontradble – non-tradable - slow – coffee – people – product profile – bottle – market – trade – item – taxes – spend Profit – profitable – cheap – cheaper repetition Buy – consume – purchase – pay Cost – charge Synonymy Customers – buyers Contrary Antonymy Tradable – non-tradable; cheap – expensive Salesperson – customers Relational Mass market – niche market Office: cafe noir Impact: sales volume – contribution – strategic position Product: rolex – timex – channel – boots – scotch Superordinate Commodities: agricultural products – food – white goods – petrol – CDs – medicines – cars – fridge Europe: luxumburg – italy – brussel – britain – belgium – UK – france - germany Collocation Price – products – supply – demand – tradable – non-tradable – goods – salesperson – customers – profit – market – subsidised – trade – niche market – mass market - commodities XII APPENDIX V RE-ENGINEERING THE CORPORATION CHAPTER 5: STOP AND CHECK – FUNCTIONING OF THE PRICE SYSTEM “It‟s not called redundancy these days It‟s called down-sizing” If you want to stay in step with the latest management trend, fire half your staff That‟s the advice of Michael Hammer and James hampy in their best-selling book “Re-engineering the corporation ” For business process, re-engineering on BPR is about smashing up the corporate hierarchies we‟re used to and rebuilding them from scratch And the result is that tens of thousands of managers are losing their jobs in the name of re-inventing the corporation In fact, some say that, if BPR really caught on, 25 million Americans would be made redundant tomorrow Of course, it‟s not called redundancy these days, it‟s called down-sizing But it means the same thing to an out-of-world executive Out with vertical hierarchy According to Tom Peters, a management guru who‟s clearly more excited about BPR than the 25 million looking at impending unemployment what a lot of large companies are learning that they can better with four layers of management than with twelve The new, streamlined “horizontal network” is in And gone are the days of autocratic kings of industry – the Lee Iaccoccas and John Sculleys of this world – for now the customer is king From the bottom up Basically BPR is a mixture of Japanese lean flexible, „just in time‟ production and American enthusiasm for restructuring companies from the bottom up What it means is that, in order to remain competitive, we‟ll all have to forget the old bureaucratic empires, divide by function into separate departments such as sales and accounts We‟ll be organizing ourselves instead around continuous business processes ahead at getting the product to the consumer Empowerment or madness? In fact, „re-engineering‟ say that by the year it‟ll be team-players and not leaders that business will chiefly be looking for And, when it comes to decision-making, middle management may increasingly find itself bypassed altogether, as more and more responsibility is passed down the line to cross XIII functional teams of junior managers and shopfloor workers For by then these will have become largely self-managing, and the corporate pyramid will be turned completely upside down BPR enthusiasts call this „empowerment‟ Others call it madness Mini-companies they way ahead But is it even that? Or is it just a sexy new name for an old idea? In Sweden, where the top 20 firms 80% of their business abroad, companies like the manufacturing giant, ABB, have already done something remarkably similar to reengineering by breaking up the firm into hundreds of mini-companies, IBM had the same idea when it decided to form independent mini-companies if its own and „Big Blue‟ set up thirteen little „Baby Blues‟ But, when BB has managed to have the development time of its products, IBM has not been able to keep pace with its smaller, fitter competitors The customer comes first For BPR does seem to work better in some countries than in others In the fast-growing economies of East sia and Latin merica, it‟s doing well But things don‟t look quite so good in the US , and in entral Europe it‟s even worse Paternalistic German booses, in particular, find it hard to delegate responsibility to subordinates and yet overpaid German workers cost their companies 50% more than the average American cost theirs Many French executives, too, still find it difficult to accept that that customer comes first And in recession-battered Britain, BPR is, more often than not, just an excuse to cut back and get rid of unwanted staff Perhaps they should be getting rid of BPR instead XIV Cohesive devices Simple repetition Repetition Complex repetition Management – BPR – re-engineer – companies – more – down – firms – find – get rid of corporation Manager – corporate – corporation – product – production – America Executive – manager; empowerment – madness; re-building – re-inventing; hard – difficult; lose job – redundant – unemployment – down-sizing; firms – corporation – companies; work – do; staff – workers Synonymy Antonymy Lexical items Contrary New – old; big – baby Relational Players – leaders; executive Ordered Worse - better Department: sales – accounts Superordinate Countries: East Asia – Latin America – USA Central EU: German – French – Britain Collocation Management – corporation – companies – downsize – redundant – unemployment – sales – product - firms XV APPENDIX VI Cohesive devices Text Text Text Text Text Total Simple 22 43 30 44 26 165 Complex 11 6 35 18 12 8 62 Contrary 4 19 Relational 14 Ordered Superordinate 16 20 25 30 102 Collocation 17 21 10 16 10 74 Total 90 115 83 112 81 481 Repetition Synonymy Antonymy XVI ... N I I H C NGO I NG KHOA S KH PH M TI NG ANH LU N T T NGHI P PH ƠNG TI N LI N K T V N B N TRONG S CH GI O TR NH ? ?ENGLISH FOR ECONOMICS? ?? CHO SINH VI N N M 3, KHOA SPTA, HNN, HQGHN GI O VI N H NG... Text Simple repetition 24.4% 37 .4% 36 .1% 39 .3% 32 .1% Complex repetition 12 .3% 5.2% 6.1% 5 .3% 8.6% Total 36 .7% 42.6% 42.2% 44.6% 40.7% repetition As shown in table 3, repetition device appears... and solutions for it - 39 - REFERENCES Azzouz, B 2009, „ Discourse nalysis of Grammatical Writing‟, Fontana, Lodon ohesion in Student‟s Diep, QB 1999, Văn liên kết văn bản, Nhà xuất Giáo dục, Hanoi