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English as a Lingua Franca in IT Advertising Campaigns
Arutsiunian, Aliaksandra ; Haupt, Jaromír (oponent) ; Zmrzlá, Petra (vedoucí práce)
In the 21st century, we can undoubtedly speak about a significant growth in the number of people who either use English on a daily basis or learn it intensively. English has become a global language of science, technology, education and business. As a main tool for communication, English has been granted the status of a Lingua Franca (ELF). Used by the representatives of various cultures, English has developed into a supranational language which has implemented authentic characteristics of different languages and cultures. Although ELF research is still considered to be in its initial phase, I will endeavor to identify specific features of ELF in IT advertising campaigns, using press releases of leading international IT corporations.
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Technical writing as a specific use of language
Petrosian, Sergei ; Zmrzlá, Petra (oponent) ; Smutný, Milan (vedoucí práce)
The rapid development of computer technologies in the 21st century has resulted in the growth of needs for technical documentation describing how to use these new inventions. Documentation written in a style of technical writing differs enormously from texts in journalism, academic writing, or marketing styles. While other genres are written for the wide audience and they tend to be written in a lush language, using metaphors, allegories, and other tropes in order to impress the reader, technical writing uses a strict clear and straightforward language to express the idea unambiguously. Technical writing uses simple language in order to make the content readable and easily understandable even for those readers who study English as their second language and may not be experts in the field the text describes. This bachelor thesis describes the main tactics used in technical writing to write simply and clearly, as well as different types of technical writing and their description. As an illustration of how these tactics are used in a real working environment, the bachelor thesis outlines an analysis of three manuals describing the same feature: 1. A manual of the feature from documentation of a product Foreman that was taken as a basis for the Red Hat Satellite feature. 2. A reworked manual that was written as a preparation to be published to the official documentation of Red Hat Satellite. 3. The reviewed and approved document that now resides in Red Hat Satellite official documentation.
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Technical writing as a specific use of language
Petrosian, Sergei ; Zmrzlá, Petra (oponent) ; Smutný, Milan (vedoucí práce)
The rapid development of computer technologies in the 21st century has resulted in the growth of needs for technical documentation describing how to use these new inventions. Documentation written in a style of technical writing differs enormously from texts in journalism, academic writing, or marketing styles. While other genres are written for the wide audience and they tend to be written in a lush language, using metaphors, allegories, and other tropes in order to impress the reader, technical writing uses a strict clear and straightforward language to express the idea unambiguously. Technical writing uses simple language in order to make the content readable and easily understandable even for those readers who study English as their second language and may not be experts in the field the text describes. This bachelor thesis describes the main tactics used in technical writing to write simply and clearly, as well as different types of technical writing and their description. As an illustration of how these tactics are used in a real working environment, the bachelor thesis outlines an analysis of three manuals describing the same feature: 1. A manual of the feature from documentation of a product Foreman that was taken as a basis for the Red Hat Satellite feature. 2. A reworked manual that was written as a preparation to be published to the official documentation of Red Hat Satellite. 3. The reviewed and approved document that now resides in Red Hat Satellite official documentation.
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English as a Lingua Franca in IT Advertising Campaigns
Arutsiunian, Aliaksandra ; Haupt, Jaromír (oponent) ; Zmrzlá, Petra (vedoucí práce)
In the 21st century, we can undoubtedly speak about a significant growth in the number of people who either use English on a daily basis or learn it intensively. English has become a global language of science, technology, education and business. As a main tool for communication, English has been granted the status of a Lingua Franca (ELF). Used by the representatives of various cultures, English has developed into a supranational language which has implemented authentic characteristics of different languages and cultures. Although ELF research is still considered to be in its initial phase, I will endeavor to identify specific features of ELF in IT advertising campaigns, using press releases of leading international IT corporations.
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