Discourse &Communication, Volume 17, Issue 5, Page 630-661, October 2023.
Aviation English (AE) is a distinct register of English used by pilots and air traffic controllers. As it is one of the contributing factors to aviation safety, ICAO and its Member States’ aviation authorities require the airspace users to have the proficiency in using AE effectively. In recent years, the training and testing have gained more attention, but little work has been done to describe its linguistic features. The study set out to describe AE from the perspective of systemic functional linguistics with an aim to illustrate its linguistic features as compared to conversational English (CE). To achieve this goal, the corpora of CE and AE communications between native English speakers from the United States were respectively constructed and then scrutinized to demonstrate that AE has a significant difference from CE in functional-semantic aspects. The findings of this study reveal how distinct AE with CE in terms of speech functions. Some pedagogical implications were then proposed for enhancing AE training to cultivate the students’ competence in semantics and interaction.
Author Archives: Wen Zhao
Understanding CSR Campaigns Through the Lens of Culture Values and Moral Emotion
Journal of Creative Communications, Ahead of Print.
This study aimed to examine the persuasive influences of moral emotions on younger consumers’ judgments and decision-making and the roles of culture and self-construal in processing corporate social responsibility (CSR) campaigns. This study employed a between-subjects experiment where American and Chinese participants viewed one of the two CSR advertisement campaigns designed with ego-focused (e.g., an advertisement elicited anger emotion) and other-focused appeals (e.g., an advertisement elicited guilt emotion). By employing an elaboration likelihood persuasion model (ELM), the results indicated that negative moral emotions had significant positive influences on attitudes toward the advertisements and purchase intention through the peripheral route. In addition, results revealed the interaction effects between guilt emotion and cultural values (i.e., country) on attitudes. This study also highlighted the moderating role of self-construal individual values in the relationship between guilt and attitudes toward the campaign. This research provides insights for communication practitioners on designing effective CSR campaigns to reach culturally diverse target audiences.
This study aimed to examine the persuasive influences of moral emotions on younger consumers’ judgments and decision-making and the roles of culture and self-construal in processing corporate social responsibility (CSR) campaigns. This study employed a between-subjects experiment where American and Chinese participants viewed one of the two CSR advertisement campaigns designed with ego-focused (e.g., an advertisement elicited anger emotion) and other-focused appeals (e.g., an advertisement elicited guilt emotion). By employing an elaboration likelihood persuasion model (ELM), the results indicated that negative moral emotions had significant positive influences on attitudes toward the advertisements and purchase intention through the peripheral route. In addition, results revealed the interaction effects between guilt emotion and cultural values (i.e., country) on attitudes. This study also highlighted the moderating role of self-construal individual values in the relationship between guilt and attitudes toward the campaign. This research provides insights for communication practitioners on designing effective CSR campaigns to reach culturally diverse target audiences.