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The role of graphics in
business English textbooks

             Cameron Romney
                  & Leon Bell
              Center for Foreign Language Education

                      Momoyama Gakuin University

                         JALT PAN-SIG Conference

                                 May 22, 2011
Agenda

1. Background    3. Results


2. Methodology   4. Discussion
Background
Levin (1981)

• 8 point typology

• Not exclusive to language teaching
Levin (1981)
1.Decoration      5.Representation
2.Remuneration    6.Organization
3.Motivation      7.Interpretation
4.Reiteration     8.Transformation
Misanchuk (1992)

  Decorative         Instructional

1. Decoration     3. Motivation
2. Remuneration   4. Reiteration
                  5. Representation
                  6. Organization
                  7. Interpretation
                  8. Transformation
Misanchuk (1992)

  Decorative         Instructional

1. Decoration
2. Remuneration   4. Reiteration
3. Motivation     5. Representation
                  6. Organization
                  7. Interpretation
                  8. Transformation
Hill (2003)

General survey of images in ELT texts
  • color vs. black & white
  • illustration vs. photographs
  • people, places, things, actions, etc.
Hill (2003)
   2nd survey (only 2 texts)



Use vs. Decoration
Hill (2003)

            Use   Decorative   Total


Images      185      226       411


Percent     45%     55%        100%
Our Survey

 Decorative
     vs.
Instructional
Methodology
Methodology

• Business English Texts
15 BE Texts
Methodology

• Business English Texts
• Count pictures
Things we counted
Photographs   Illustrations   Maps
Things we didn’t count
Charts    Logos    Icons
Methodology

• Business English Texts
• Count pictures
• Assign binary categories:
   • decorative
   • instructional
Criteria for
Decorative v. Instructional
Are there written instructions in the text on
          how to use the graphic?

       Yes                   No
        ↓                    ↓
  Instructional           Decorative
Criteria for
Decorative v. Instructional

Misanchuk (citing several studies): “while
students may look at the pictures that
accompany text, they ... don’t actually use
them to learn unless told to do so.” p. 249
Results
Results

           Yes   No     Total


Images     610   1655   2265


Percent    27%   73%    100%
Instructional         Decorative


        QuickWork                                             98%
        GlobalLinks                                           88%
     MarketLeader                                             87%
 PassportToWork                                               87%
        InCompany                                             87%
    BusinessResult                                            85%
EnglishforBusiness                                            82%
    BusinessVision                                            81%
IntelligentBusiness                                           79%
         English365                                           74%
 OxfordBusEnglish                                             72%
 BusinessExplorer                                             66%
          GetReady                                            57%
  BusinessVenture                                             44%
 BusinessStart-Up                                             40%

                      0%                   50%                 100%
vs. Hill (2003)
           Texts   Total Images   Yes   No
  Hill      2          411        185   226
  (2003)

Current
            15        2265        610   1655
 Study

  Hill     -89%       -85%        45%   55%
  (2003)


Current
 Study
           +89%       +85%        27%   73%
Discussion
Does it really matter?
3 cm 1.5%
10.7 cm




10.7 cm
Is there a third category?
Correlative?
Correlation?

Japanese company
        ↓
Asian guy in a suit
Can it be a distraction?
The role of graphics in business English texts
The role of graphics in business English texts
Can it be detrimental?
The role of graphics in business English texts
Why?
Levin’s Typology


2. Remuneration:
  to increase sales of the book
The “Flick” Test

“...that they [publishers] gave more attention
to first impressions the material would make
(the ‘flick’ test) than its ... usability” p. 125
                        Bell and Gower (1998)
“It would be interesting to compare the
reactions of learners ... to today’s highly
designed full colour coursebooks. Does the
expenditure of so much time and money
increase the effectiveness of learning, or
merely ensure that one book is purchased
rather than another? To what extent is a
fashionable design a barrier rather than a aid
to learning” p. 141
                                 Prowse (1998)
The role of graphics in
business English textbooks

             Cameron Romney
                  & Leon Bell
              Center for Foreign Language Education

                      Momoyama Gakuin University

                         JALT PAN-SIG Conference

                                 May 22, 2011

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The role of graphics in business English texts

  • 1. The role of graphics in business English textbooks Cameron Romney & Leon Bell Center for Foreign Language Education Momoyama Gakuin University JALT PAN-SIG Conference May 22, 2011
  • 2. Agenda 1. Background 3. Results 2. Methodology 4. Discussion
  • 4. Levin (1981) • 8 point typology • Not exclusive to language teaching
  • 5. Levin (1981) 1.Decoration 5.Representation 2.Remuneration 6.Organization 3.Motivation 7.Interpretation 4.Reiteration 8.Transformation
  • 6. Misanchuk (1992) Decorative Instructional 1. Decoration 3. Motivation 2. Remuneration 4. Reiteration 5. Representation 6. Organization 7. Interpretation 8. Transformation
  • 7. Misanchuk (1992) Decorative Instructional 1. Decoration 2. Remuneration 4. Reiteration 3. Motivation 5. Representation 6. Organization 7. Interpretation 8. Transformation
  • 8. Hill (2003) General survey of images in ELT texts • color vs. black & white • illustration vs. photographs • people, places, things, actions, etc.
  • 9. Hill (2003) 2nd survey (only 2 texts) Use vs. Decoration
  • 10. Hill (2003) Use Decorative Total Images 185 226 411 Percent 45% 55% 100%
  • 11. Our Survey Decorative vs. Instructional
  • 15. Methodology • Business English Texts • Count pictures
  • 16. Things we counted Photographs Illustrations Maps
  • 17. Things we didn’t count Charts Logos Icons
  • 18. Methodology • Business English Texts • Count pictures • Assign binary categories: • decorative • instructional
  • 19. Criteria for Decorative v. Instructional Are there written instructions in the text on how to use the graphic? Yes No ↓ ↓ Instructional Decorative
  • 20. Criteria for Decorative v. Instructional Misanchuk (citing several studies): “while students may look at the pictures that accompany text, they ... don’t actually use them to learn unless told to do so.” p. 249
  • 22. Results Yes No Total Images 610 1655 2265 Percent 27% 73% 100%
  • 23. Instructional Decorative QuickWork 98% GlobalLinks 88% MarketLeader 87% PassportToWork 87% InCompany 87% BusinessResult 85% EnglishforBusiness 82% BusinessVision 81% IntelligentBusiness 79% English365 74% OxfordBusEnglish 72% BusinessExplorer 66% GetReady 57% BusinessVenture 44% BusinessStart-Up 40% 0% 50% 100%
  • 24. vs. Hill (2003) Texts Total Images Yes No Hill 2 411 185 226 (2003) Current 15 2265 610 1655 Study Hill -89% -85% 45% 55% (2003) Current Study +89% +85% 27% 73%
  • 26. Does it really matter?
  • 29. Is there a third category?
  • 31. Correlation? Japanese company ↓ Asian guy in a suit
  • 32. Can it be a distraction?
  • 35. Can it be detrimental?
  • 37. Why?
  • 38. Levin’s Typology 2. Remuneration: to increase sales of the book
  • 39. The “Flick” Test “...that they [publishers] gave more attention to first impressions the material would make (the ‘flick’ test) than its ... usability” p. 125 Bell and Gower (1998)
  • 40. “It would be interesting to compare the reactions of learners ... to today’s highly designed full colour coursebooks. Does the expenditure of so much time and money increase the effectiveness of learning, or merely ensure that one book is purchased rather than another? To what extent is a fashionable design a barrier rather than a aid to learning” p. 141 Prowse (1998)
  • 41. The role of graphics in business English textbooks Cameron Romney & Leon Bell Center for Foreign Language Education Momoyama Gakuin University JALT PAN-SIG Conference May 22, 2011

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