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Do You Make These Mistakes in English?: The Story of Sherin Cody's Famous Language School

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Do You Make These Mistakes in English?: The Story of Sherin Cody's Famous Language School Cover

 

Synopses & Reviews

Publisher Comments:

In the early 1900s, the language of America was becoming colloquial English-the language of the businessman, manager, and professional. Since college and high school education were far from universal, many people turned to correspondence education-that era's distance learning-to learn the art of speaking and writing. By the 1920s and 1930s, thousands of Americans were sending coupons from newspapers and magazines to order Sherwin Cody's 100% Self-correcting Course in the English Language, a patented mail-order course in English that was taken by over 150,000 people.

Cody's ubiquitous signature advertisement, which ran for over forty years, promised a scientifically-tested invention that improved speaking and writing in just 15 minutes a day. Cody's ad explained that people are judged by their English, and he offered self-improvement and self-confidence through the mail.

In this book, linguist Edwin Battistella tells the story of Sherwin Cody and his famous English course, situating both the man and the course in early twentieth century cultural history. The author shows how Cody became a businessman-a writer, grammatical entrepreneur, and mass-marketer whose ads proclaimed "Good Money in Good English" and asked "Is Good English Worth 25 Cents to You?" His course, perhaps the most widely-advertised English education program in history, provides a unique window onto popular views of language and culture and their connection to American notions of success and failure. But Battistella shows Sherwin Cody was also part of a larger shift in attitudes. Using Cody's course as a reference point, he also looks at the self-improvement ethic reflected in such courses and products as the Harvard Classics, The Book of Etiquette, the Book-of-the-Month Club, the U.S. School of Music, and the Charles Atlas and Dale Carnegie courses to illustrate how culture became popular and how self-reliance evolved into self-improvement.

About the Author

Edwin L. Battistella is professor of English and writing at Southern Oregon University. He is the author of three previous books on grammar and language, Bad Language Are Some Words Better than Others?, The Logic of Markedness, and Markedness: The Evaluative Superstructure of Language.

Table of Contents

Illustrations

1. An Advertisement That is Never Changed

2. From Literature to Business

3. Good Money in Good English

4. What You Want and Where to Get It

5. The 100% Self-correcting Course in English Language

6. Grammar and Vocabulary

7. The Finishing Touches

8. Every Day People Judge You

9. Just 15 Minutes a Day

10. A Better Self: Manners, Music and Muscles

11. Smile

12. Language, Culture and Anxiety

13. Linguistics and the New Rhetoric

14. Study at Home

15. School's Out

16. The Sherwin Cody Legacy

Answers to Exercises

Sherwin Cody Timeline

New York Times Ads

Product Details

ISBN:
9780195367126
Author:
Battistella, Edwin L.
Publisher:
Oxford University Press, USA
Author:
null, Edwin L.
Author:
Basttistella, Edwin L.
Subject:
English language
Subject:
History
Subject:
General
Subject:
Linguistics
Subject:
Marketing - General
Subject:
English language -- Rhetoric.
Subject:
English teachers -- United States.
Subject:
Businesspeople -- United States.
Subject:
Advertising & Promotion
Subject:
Linguistics - General
Subject:
Linguistics | The English Language
Subject:
Business;Marketing
Publication Date:
20081231
Binding:
HARDCOVER
Grade Level:
General/trade
Language:
English
Illustrations:
Y
Pages:
224
Dimensions:
8.30x5.90x.90 in. .85 lbs.

Related Subjects

Business » Advertising
Business » Marketing
History and Social Science » Law » General
History and Social Science » Linguistics » English Linguistics and Dialects
History and Social Science » World History » General
Religion » Comparative Religion » General

Do You Make These Mistakes in English?: The Story of Sherin Cody's Famous Language School New Hardcover
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