Khảo sát đặc điểm ngôn ngữ trong slogan quảng cáo tiếng Anh và tiếng Việt

Khóa luận tốt nghiệp khám phá đặc điểm ngôn ngữ trong các slogan quảng cáo tiếng Anh và tiếng Việt, phân tích sự tương đồng và khác biệt giữa hai ngôn ngữ.

• Tác giả: Nguyen Phuong Anh
• Người hướng dẫn: M.A Nguyen Thi Ngoc Thu
• Trường học: Viet Nam National University of Agriculture
• Chuyên ngành: English
• Đề tài: An Investigation of Linguistic Features of Some English and Vietnamese Advertising Slogans
• Loại tài liệu: BA thesis
• Năm xuất bản: 2021
• Địa điểm: Hanoi

Mục lục chi tiết

• CERTIFICATE OF ORIGINALITY
• ACKNOWLEDGEMENT
• ABSTRACT
• TABLE OF CONTENTS
• 1. PART 1: INTRODUCTION
• 1.1. Rationale for the study
• 1.2. Aims and objectives of the study
• 1.3. Research questions
• 1.4. Scope of the study
• 1.5. Significance of the study
• 1.6. Design of the study
• 2. PART 2: DEVELOPMENT
• 2. Chapter 1: LITERATURE REVIEW
• 2.1. Review of previous studies (at home/abroad)
• 2.2. Review of theoretical background
• 3. Chapter 3: FINDINGS AND DISCUSSIONS
• 3.1. Findings and discussions on graphetic features
• 3.2. Findings and discussions on phonological features
• 3.3. Findings and discussions on lexical features
• 3.4. Findings and discussions on syntactic features
• 3.5. Limitations of the study
• 3.6. Suggestions for further study
• LIST OF TABLES AND FIGURES
• REFERENCES
• APPENDIX

Tóm tắt

I. Ngôn ngữ quảng cáo và đặc điểm ngôn ngữ trong slogan

Ngôn ngữ quảng cáo là một công cụ quan trọng trong việc truyền tải thông điệp đến khách hàng. Slogan tiếng Anh và slogan tiếng Việt đều có những đặc điểm riêng biệt về ngữ âm, từ vựng, và cú pháp. Nghiên cứu này tập trung vào việc phân tích các đặc điểm ngôn ngữ trong slogan quảng cáo, từ đó so sánh sự tương đồng và khác biệt giữa hai ngôn ngữ. Phân tích ngôn ngữ cho thấy rằng slogan quảng cáo không chỉ là công cụ tiếp thị mà còn phản ánh văn hóa quảng cáo của từng quốc gia.

1.1. Đặc điểm ngữ âm trong slogan quảng cáo

Ngữ âm đóng vai trò quan trọng trong việc tạo nên sự hấp dẫn của slogan. Slogan tiếng Anh thường sử dụng các yếu tố như vần điệu, nhịp điệu để dễ nhớ và thu hút. Trong khi đó, slogan tiếng Việt chú trọng vào thanh điệu và sự hài hòa âm thanh. Ví dụ, slogan 'Just Do It' của Nike sử dụng nhịp điệu ngắn gọn, trong khi 'Vì bạn xứng đáng' của Vinamilk nhấn mạnh vào sự mềm mại của thanh điệu.

1.2. Đặc điểm từ vựng trong slogan quảng cáo

Từ vựng quảng cáo trong slogan thường được lựa chọn kỹ lưỡng để truyền tải thông điệp một cách ngắn gọn và hiệu quả. Slogan tiếng Anh thường sử dụng từ ngữ đơn giản, dễ hiểu, trong khi slogan tiếng Việt có xu hướng sử dụng từ ngữ giàu hình ảnh và cảm xúc. Ví dụ, 'Think Different' của Apple sử dụng từ ngữ đơn giản nhưng mang tính khích lệ, trong khi 'Nâng niu bàn chân Việt' của Biti's sử dụng từ ngữ giàu cảm xúc.

II. So sánh ngôn ngữ trong slogan quảng cáo tiếng Anh và tiếng Việt

So sánh ngôn ngữ giữa slogan tiếng Anh và slogan tiếng Việt cho thấy sự khác biệt rõ rệt về cách thức truyền tải thông điệp. Quảng cáo đa ngôn ngữ đòi hỏi sự hiểu biết sâu sắc về văn hóa quảng cáo và chiến lược ngôn ngữ của từng quốc gia. Nghiên cứu này cung cấp cái nhìn tổng quan về cách thức tối ưu hóa slogan để đạt hiệu quả cao nhất.

2.1. Sự khác biệt về cấu trúc slogan

Cấu trúc slogan trong slogan tiếng Anh thường ngắn gọn và trực tiếp, trong khi slogan tiếng Việt có xu hướng dài hơn và mang tính biểu cảm. Ví dụ, 'I’m Lovin’ It' của McDonald's ngắn gọn và dễ nhớ, trong khi 'Hương vị quê nhà' của Acecook mang tính biểu cảm và gợi nhớ.

2.2. Tính sáng tạo trong slogan quảng cáo

Tính sáng tạo là yếu tố không thể thiếu trong việc tạo nên slogan thành công. Slogan tiếng Anh thường sử dụng các biện pháp tu từ như ẩn dụ, so sánh để tạo sự khác biệt. Trong khi đó, slogan tiếng Việt chú trọng vào việc tạo cảm xúc và sự gần gũi với người tiêu dùng. Ví dụ, 'The Ultimate Driving Machine' của BMW sử dụng ẩn dụ để tạo sự khác biệt, trong khi 'Vì một Việt Nam xanh' của Vinamilk tạo cảm xúc và sự gần gũi.

III. Ứng dụng thực tiễn của nghiên cứu

Nghiên cứu về đặc điểm ngôn ngữ trong slogan quảng cáo không chỉ mang lại giá trị lý thuyết mà còn có nhiều ứng dụng thực tiễn. Chiến lược ngôn ngữ và tối ưu hóa slogan có thể giúp các nhà quảng cáo cải thiện hiệu quả truyền thông. Nghiên cứu này cũng cung cấp gợi ý cho việc giảng dạy và học tập ngôn ngữ quảng cáo trong môi trường đa văn hóa.

3.1. Gợi ý cho nhà quảng cáo

Nghiên cứu này cung cấp các gợi ý cụ thể cho việc tối ưu hóa slogan trong quảng cáo đa ngôn ngữ. Việc hiểu rõ văn hóa quảng cáo và chiến lược ngôn ngữ của từng quốc gia sẽ giúp các nhà quảng cáo tạo nên slogan hiệu quả và phù hợp với thị trường mục tiêu.

3.2. Ứng dụng trong giảng dạy

Nghiên cứu này cũng có giá trị trong việc giảng dạy ngôn ngữ quảng cáo cho sinh viên. Việc phân tích đặc điểm ngôn ngữ và so sánh ngôn ngữ giữa slogan tiếng Anh và slogan tiếng Việt sẽ giúp sinh viên hiểu rõ hơn về cách thức sử dụng ngôn ngữ trong quảng cáo.

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VIET NAM NATIONAL UNIVERSITY OF AGRICULTURE FACULTY OF EDUCATION AND FOREIGN LANGUAGES BA THESIS AN INVESTIGATION OF LINGUISTIC FEATURES OF SOME ENGLISH AND VIETNAMESE ADVERTISING SLOGANS NGHIÊN CỨU CÁC ĐẶC ĐIỂM NGÔN NGỮ CỦA MỘT SỐ KHẨU HIỆU QUẢNG CÁO TRONG TIẾNG ANH VÀ TIẾNG VIỆT Student : NGUYEN PHUONG ANH Student code : 621246 Major : ENGLISH Supervisor : NGUYEN THI NGOC THU, M.A HaNoi - 2021 VIET NAM NATIONAL UNIVERSITY OF AGRICULTURE FACULTY OF EDUCATION AND FOREIGN LANGUAGES BA THESIS AN INVESTIGATION OF LINGUISTIC FEATURES OF SOME ENGLISH AND VIETNAMESE ADVERTISING SLOGANS NGHIÊN CỨU CÁC ĐẶC ĐIỂM NGÔN NGỮ CỦA MỘT SỐ KHẨU HIỆU QUẢNG CÁO TRONG TIẾNG ANH VÀ TIẾNG VIỆT Student : NGUYEN PHUONG ANH Student code : 621246 Major : ENGLISH Supervisor : NGUYEN THI NGOC THU, M.A HaNoi - 2021 CERTIFICATE OF ORIGINALITY I, the undersigned, hereby certify my authority of the study project report entitled “An investigation of linguistic features of some English and Vietnamese advertising slogans.” submitted in partial fulfillment of the requirements for the degree of Bachelor in English Language. Except where the reference is indicated, no other person‟s work has been used without due acknowledgement in the text of the thesis. Hanoi, 2021 Nguyen Phuong Anh Approved by SUPERVISOR (Signature and full name) Date:…………………… i ACKNOWLEDGEMENT Hanoi, First, with the deepest and most sincere affection, allowing me to express my gratitude to all the individuals and organizations who have facilitated support and help throughout the learning and research process. With deepest gratitude, sincerely thanks to M.A Nguyen Thi Ngoc Thu, my supervisor who gave me useful guidance and advice that helped me finish my research successfully.

Because of the continuous support of my B.A research proposal, for her patience, motivation, enthusiasm, and immense knowledge. Her guidance helped me in all the time of research and writing of this thesis. I could not have imagined having a better advisor and mentor for my B. Second, I would like to express thanks to all the teachers in the Board of directors of the Vietnam National University of Agriculture and the teachers of the Faculty of Education and Foreign Languages for creating a favorable condition for me to have the chance for being done with my B.

Last but not least, I am grateful to my family for giving birth to me in the first place and supporting me spiritually throughout my life and all the lovely members in my B.A thesis group who contributed to help me complete my research. I perceive this opportunity as a big milestone in my career development. I will strive to use gained skills and knowledge in the best way to attain desired career objectives. Sincerely, ii ABSTRACT Due to the extreme current strong demand, every product requires efficient strategies to present its image to its potential buyers and a great slogan is an amazing way of proceeding.

Advertising by slogans has gradually given great attention to the importance of its importance in the living conditions of people among various sorts of advertisements. There are nonetheless distinctions in the language characteristics that need to be examined between English and Vietnamese advertising slogans. The study “An investigation of linguistic features of some English and Vietnamese advertising slogans” is conducted to identify some distinguishing phonological, lexical and syntactic characteristics. The total of 60 advertising slogans are collected from well-known English and Vietnamese newspapers and magazines, and analyzed to support the aim of the study.

The finding of the research emphasizes the similarities and differences in terms of phonological, lexical and syntactic features between English and Vietnamese advertising slogans. The thesis was carried with the hope to implement some suggestions for teaching and learning business English, and some advice for advertisers. iii TABLE OF CONTENTS Certificate of originality. iii Table of contents.

iv PART 1: INTRODUCTION. Rationale for the study. Aims and objectives of the study. Scope of the study.

Significance of the study. Design of the study. 5 Chapter 1: LITERATURE REVIEW. Review of previous studies (at home/abroad).

Review of theoretical background. Statement of theoretical framework chosen. Review of theoretical preliminaries employable as tools for conducting the thesis. Advertising Slogan as an Essential Part of an Advertisement.

Research governing principles. Research setting/context. 22 iv Chapter 3: FINDINGS AND DISCUSSIONS. Findings and discussions on graphetic features.

Findings and discussions on phonological features. Findings and discussions on lexical features. Findings and discussions on syntactic features. Limitations of the study.

Suggestions for further study. 51 v LIST OF TABLES AND FIGURES Table 3.1: Graphetic Features of English and Vietnamese Advertising Slogans .2: Phonological Features of English and Vietnamese Advertising Slogans .3: Lexical Features in English and Vietnamese Advertising Slogans .4: Syntactic Features in English and Vietnamese Advertising Slogans 40 vi PART 1: INTRODUCTION 1. RATIONALE FOR THE STUDY Nowadays, in a developed world, thousands of new products and services are introduced each day, which makes advertising become a real art - the art of informing and persuading customers. In the context of a fiercely competitive market, the businesses allocate huge budgets to create their brand image.

Slogans can be considered the heart of advertisements wherever they appear. Slogans are the most important and condensed messages advertisers would like to send to their customers. Sharp and intelligent slogans can help advertisers leave unforgettable impressions on their potential customers‟ minds. The slogan is the most commonly used text form that makes the brand appear compellingly unique among alternatives and it is a part of marketing that plays an important role in attracting customers.

As creating an attractive slogan is not an easy task, slogan designing has now become a lucrative industry. It requires a sophisticated linguistic insight of phonology, lexicology, syntax as well as semantics and pragmatics. On the other hand, what can be called a successful slogan is still a question. The answer depends on the area of products and services the slogan is used for, the country or geographical regions it is used in and maybe the population of its target customers.

Therefore, choosing one kind of products or services to study the slogans used in it should bring more thorough and detailed results of aspects of language exploited. Good slogans are easy to keep in mind, meaning that they should be short, easy to remember, and easy to know by heart. According to Kevin J.Clancy, President and CEO of Marketing Consulting Copernicus, "Creating a slogan means finding two or three words or phrases and etching it into the consumer's mind. If you succeed, people will unconsciously decide to buy your product and talk about it with other consumers." So that all official business slogans are produced carefully by professional slogan creators.

When making a successful 1 slogan, they employ a wide variety of techniques to portray their message in a concise, informative and persuasive way. However, the question of creating a good and successful slogan to bring in customers‟ minds the image of the product and encourage them to buy is not always at ease. Therefore, “An investigation of linguistic features of some English and Vietnamese advertising slogans.” is intentionally carried out to provide some useful knowledge of language used in advertisements for English teachers and learners as well as Vietnamese advertisers in order to understand and use advertising language more effectively in the future work and integrate into the international environment. The use of just a few words in a slogan proves to be harder than it appears.

Hence, the study on some successful slogans promises a lot of interesting facts in the art of using language among advertisers. AIMS AND OBJECTIVES OF THE STUDY The aim of this study is to investigate the typical linguistic features including lexical, syntactic features and stylistic devices of advertising slogans in English and Vietnamese. From those characteristics, we could find out the similarities and differences in the language features of English and Vietnamese. To achieve this aim, two objectives are set.

Firstly, we analyze the linguistic features, the syntactic structures and the stylistic devices used in advertising slogans in English and Vietnamese (phonetics, lexicology, grammar, semantics, pragmatics). Secondly, the study will compare the slogans between English and Vietnamese to figure out the similarities and differences. From this investigation and comparison, some hints can be drawn for Vietnamese advertising language in order to improve the effectiveness and profession of Vietnamese advertising. RESEARCH QUESTIONS Due to the aims and objectives, the study is conducted to answer two following question: 1.

What are the linguistic features of English and Vietnamese advertising slogans ? 2 2. What are the similarities and the differences from the linguistic features of certain English and Vietnamese advertising slogans ? 4. SCOPE OF THE STUDY The study investigated a total of 60 popular advertising slogans in English and Vietnamese. It focuses on linguistic features used in these advertising slogans like phonetics, lexicology, grammar, semantics, and pragmatics.

And it offers most of the similarities and the differences from the linguistic features of certain English and Vietnamese advertising slogans. It is impossible for an B.A thesis to cover such a broad topic of business slogans. Therefore certain stylistic features of some English and Vietnamese advertising slogans were chosen to take into consideration. The population of 30 English advertising slogans and 30 Vietnamese ones covers mostly all famous brands in Vietnam and foreign countries, they are respectively divided into common categories (finance and banking; telecommunication, broadcasting and publishing; food and drinks; fashion) with an equal number of slogans in each category.

SIGNIFICANCE OF THE STUDY The values of the study lie in both theoretical and reality aspects. Theoretically, the research helps to find out linguistic features utilized in these famous advertising slogans like phonetics, lexicology, grammar, semantics, and pragmatics. Practically, it could be beneficial for the current knowledge field and for teachers and students of marketing faculties, slogan creators or local and nation authorities in applying those discourse features to the act of advertising. DESIGN OF THE STUDY Part 1 entitled “INTRODUCTION” provides the reason why the topic is chosen.

It then provides the aim and objectives of the study. It is also in this section that we are concerned with the scope and the design of the study. Part 2 named “DEVELOPMENT” deals with the main contents of the study. 3 Chapter 1 “Literature review” has considered a slight overview of some previous research on the same subject both in English and Vietnamese.

It begins with the concept of business slogan and advertising slogan, and then provides a review of some previous works done on advertising language both in English and Vietnamese. It is followed by briefly looking at the language of advertising as a form of communication in order to find out the basic functions that an advertising message is intended to accomplish. It, later on, provides some classifications of different types of advertisements and the popular structure of an advertisement. After that, it gets insights into the term “advertising slogan”, its definition and its characteristics.

Chapter 2 has started with the procedures of the investigation that refers to the approach of the study and the method to collect and analyze the collected data to help the author achieve the best results in the study. The analysis is then presented in detail in terms of graphology, phonology, lexicology, syntax and semantics. In this analysis, some advertising slogans – both in English and Vietnamese – are chosen to support the argument. Chapter 3 focuses on presenting findings of the research and discussions.

The discussion comes after statistical results for each stylistic feature. It is the basis of the later conclusions. Part 3 “CONCLUSION” provides the recapitulation of main ideas, the limitations of the study and some suggestions for further research. The study is closed with the references and the appendix of English and Vietnamese advertising slogans that are used for the analysis.

4 PART 2: DEVELOPMENT Chapter 1: LITERATURE REVIEW 1.