A language is a dialect that has an army and navy. Dialects can be analyzed in terms of their distinctive sounds, words, or syntax. Jargon is more for ease of communication than for excluding others, although insiders need to remember that they are using specialized words when they attempt to communicate with people from other professions. It has always been lawful, and always will be, to issue words stamped with the mint-mark of the day. It is not easy to begin discussing language attitudes without first defining attitudes and discussing how these attitudes might be measured.
Advertisers seek to utilize positive language attitudes to affect behavior.
When we consider the role of language attitudes we need to differentiate the significant differences that exist in any society. These may be either direct or indirect. A test subject listens to information in two languages or language varieties and is asked to evaluate the speaker in terms of intelligence, openness, etc. In reality, the speaker is the same person, who is fluent in both languages. A test subject is asked to evaluate varieties of language on a scale of friendliness.