if u run u are causin disturbance, if u stop u are an obstruction, if u walk slowly u are loitering with intent!!!!!!! u call it civilization i call it nonsense!!! cant someone do anything in the 21st century??

corporate world

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MOI UNIVERSITY

(MAIN CAMPUS)

SCHOOL OF ARTS & SOCIAL SCIENCES

DEPARTMENT OF LINGUISTICS AND FOREIGN LANGUAGES

COURSE TITLE : BUSINESS ENGLISH

COURSE CODE : BLL 310

LECTURER       : DR. KILIKU

NAME                                    REG.NO   SIGNATURE

MBUGUA DANIEL T.   ……………..

JANET ADHIAMBO      …………….

MARYANN  KERUBO     …………….

DATE   : 17^th June 2013

QUESTION: Explain the linguistic considerations in the preparation of effective visual aids in business communication.

Visual aids in business communication include; tabulated data, line graphs, bar charts, pie charts and pictograms, maps and diagrams, cartograms, Gantt charts, flowcharts, visual planning boards and computer graphics.

The different types of visual presentation are used for different purposes. For example a cartogram is a special kind of map used to give information about the distribution of people or things within a country or region. Things that may be depicted clearly, in a cartogram are, for example, the density of population in Busia County, the number of Dog owners in Mombasa County etc.

Another example is computer graphics. Information is presented in form of high quality graphics - as charts, graphs, maps, colored tables and so on. Gantt charts are used to show the comparison between the work that has been scheduled and work that has actually been accomplished in relation to time. In this example, scheduled work is represented by a blue line and completed work by black line.

Jan

Feb

March

April

May

June

July

Aug

Sept

Oct

Nov

Dec

Jan

Feb

Project A

Plan Actual time

Project B

Plan Actual time

A flowchart is a diagram showing a sequence of decisions or instructions involved in a process. They are often used in business to work out the stages of writing a computer program. However, they can also be very valuable in highlighting the separate steps or procedures involved in writing a sequence of events. It is paramount to construct a flowchart when faced with the task of achieving new objective or simplifying a procedure. This process is useful in encouraging logical thoughts.

For proper use of English in business communication and the preparation of effective visual aids, one must take linguistics considerations into account.

The first consideration is the sequence of information. Assess the sequence of information and determine the manner in which the data will be delivered. Use visuals, charts, or brief written bullets (depending on comprehension). For example when explaining the population density, of a given region to clients, maps will be used but when giving the same information to managers in an organization a cartogram will be used.

Use of Simple Words

Simplicity should be used to ensure clarity. One should seek to simplify the language and also ensure that the purpose of the visual aids is clearly stated. The purpose of visual aids is to clarify information. Thus, clarity should be enhanced by using simple words. Jargon may be used to an audience of professionals in a certain field. 

Concrete expressions should be used to avoid generalization. For example instead of saying, “The graph is on the next slide” it will be proper to say “The graph is on slide 4”. Simple words should be preferred over jargon especially when writing every title. The purpose of the slide should be clearly stated in the title, six to eight words should be used. Attention can be drawn to the title by use of different color and font type, bigger font size and use of caps.

Every piece of visual aids has a title. Depending on the type of visual aids, for example, the title of a pie chart is below it whereas that of a bar graph in always above it. The title should not be longer than 6-8 words. The title summarizes what the visual aid is about.

Linguistic Competence of the Audience and Organization

One should have in mind the linguistic competence of the audience. For example, English is used in visual aids when doing a presentation to managers contrary to presenting the same information to clients where one may be forced to code-mix to enhance clarity. Linguistic Competence is the ability of an organization and its employees to successfully communicate information in a manner that is uncomplicated and easily understood by diverse individuals and groups, including those with limited English proficiency, low literacy skills or who are illiterate, and those with disabilities. The clients of many business organizations are not necessarily literate; therefore one may be forced to use English and any other language like Kiswahili in order to emulate facts. This can happen, for instance when addressing distributors, suppliers of raw materials, consumers and buyers, and the community in which the organization is based.

Circumlocution can also be used to explain facts that may be foreign to the person trying to study a visual aid. For example, if one is using  a visual aid to describe the geographical distribution of the population in Uganda and its effect on economic growth of the organization but the client does not know what/where Uganda is, a footnote might be used to explain; 'Uganda is land-locked country bordering Kenya to the East and Tanzania to the South.

The Knowledge of the Audience on the Topic

The knowledge of the audience on the topic will help the person preparing the visual aid to know how to linguistically structure his/her work. For example, if the audience has no idea on the topic being presented, the person preparing the visual aids has to give background information as to why/when/how he gathered the information given on the visual aid. One might need to define complex terms and explain the significance of the whole presentation to the audience.

The person preparing the visual aids will know the kind of tone to use. Is it a persuasive tone, commanding tone or interrogative tone? For example, a sales and marketing manager might have to persuade an organization to start distribution of goods in a certain region; the idea in this situation is to persuade the organization to buy his/her proposal. Therefore, he/she might be forced to start the presentation of his proposal by giving information about the said region: population, market analysis, prospective sales analysis and competition.

Numerical Enumeration

Numbers should be clearly indicated in every text preferably separated by commas if the numerical digits are more than three. This ensures that figures are clearly seen and that there are no misunderstandings or misinterpretation. The slides should be numbered or arranged in such a manner that the flow of the information is sequential, chronological, logical and coherent. For example when one is using bar graphs to explain the profit percentage growth in a certain fiscal year; it would be proper to first of all have the profit percentage growth or decline of the previous year, the current state and the desired percentage growth wished to be realized in the following year.

Making References to the Table in a Text

In formal writing such as business documentations, visual aids are referred to by a specific number and title. For example, a table might be referred to as 'Table 2: Meat consumption in Rift Valley'.

Any visual aid that is not a table would be referred to as a figure, such as 'figure 4: Increase in tax from 40% - 50%'. When referring to the table in the written text, the writer might say, “In Table 2: Meat consumption in Rift Valley” or “According to Table 2: Meat consumption in Rift Valley”, and so on.

If a visual aid is used to supplement a written text then the text associated with the visual aid should discuss the visual aid appropriately. The visual aid should be properly placed in the text; visual aids works best near to and following the first textual references to the information. One should ensure that the written text discusses the information presented in the visual aid and that the visual aid simply serves to emulate the facts and figures.

Credibility of the visual aid

A visual aid accurately represents the proposed information. Poorly designed visual aids can distort the information and mislead the reader, resulting in serious consequences; poor visual aids put into question the organization's credibility. One should ensure that facts and figures are accurate and truthful. For example, if an organization releases data on the number of employment opportunities but distorts this information to build its corporate image and this becomes known; its credibility is questioned, image tarnished, lose clients and in some cases be sued. This may lead to lose of money for the organization or its closure in severe cases. 

In conclusion, it is possible to say that visual aids are used to clarify oral presentations or written texts especially when the data is large or complex. They also emphasize important points made in a text. In the preparation of effective visual aids, there are some linguistic considerations that must be put in place thus enabling a person to pass information as intended and that there are no misunderstandings on the receiver(s) part.

REFERENCES

Bechmann S.(2009) Between Worlds

Hacker D. (1996) The Bedford Handbook for Writers

Metz J. (2004) The Composition of Everyday Life: A Guide to Writing