To understand that there are many external factors that influence our choice and language and cause it to ‘come out’ the way it does. To understand that we all make judgements based on how people talk. To be able to understand the impact and effect of a wider audience (context) on language choices in scripted language.

There are 10 main factors that affect and influence the way we speak. These have been hidden around the classroom. Your task is to find them (but don’t remove them). You are not allowed to take your pen and paper with you. Instead, when you find a piece of information, you need to memorise it, return to your place and make a note of it on the paper provided. You are not allowed to touch the hidden information. Try not to make it obvious when you have found information. As you completed your answer sheet, keep the answers hidden by turning your paper over. Though you will be working at speed, please make sure that your movement around the classroom is safe and considerate.

1. AGE 2. GENDER 3. ETHNICITY 4. OCCUPATION 5. SOCIAL CLASS 6. SEXUALITY 7. HOBBIES 8. DEVIANCE 9. REGION 10. CONTEXTWho, where and why a person is talking to someone else will affect language use.

Watch this Heineken advert: The Water in Majorca. It was used in 1980.

At the beginning of the advert, a sign says “School of Street Credibility”. What does this suggest about the Cockney accent? Which accents feature in this advert? What are the features of both the Cockney and the RP accent/dialect? What stereotypes are presented in this advert? CockneyRP When the woman drinks the Heineken, she magically gains a Cockney accent. What is the ‘message’ about both the drink and also the Cockney accent?

What purpose does it serve to mock different accents in adverts? For whose benefit have these language decisions been made?

“Accent application in television commercials is particularly interesting since it indicates a reliance on prejudice towards and against certain accents in the viewing audience.”FRANK PETERS Work in pairs to compile a list of ‘products’ (electronics, supermarkets, shampoo etc.) and specific retailers (L’Oreal, Cadburys etc.) Listen to this advert. First of all without the screen showing. ( As you listen, make a note of the observations and findings and also what your findings may suggest about how advertisers use accents and dialects to promote their product. Discuss and share your findings. Summarise and explain how TV advertisers use accent and dialect to promote their product and appeal to their audience(s). Do your findings support Frank Peters’ view?