VIETNAM NATIONAT, UNIVERSITY, HANOT UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES —-—-—--00 VU THI HIEN A SYSTEMIC FUNCTIONAL LINGUISTIC ANALYSIS OF ADVERTISING SLOGANS FOR LIFE INSURANCE Phân tích khẩu hiệu quảng cáo bảo hiểm nhân thợ theo quan điểm Ngôn ngữ học chức năng hệ thống M. MINOR PROGRAMME THESIS Field: English Linguistics Code: 60220204 HANOI - 2017 VIETNAM NATIONAL UNIVERSITY, HANOT UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES ne VU TI INEN A SYSTEMIC FUNCTIONAL LINGUISTIC ANALYSIS OF ADVERTISING SLOGANS FOR LIFE INSURANCE Phân tích khẩu hiệu quảng cáo bảo hiểm nhân thọ theo quan điểm Ngôn ngữ học chức năng hệ thống M. MINOR PROGRAMME THESIS Field: English Linguistics Code: 60220204 Supervisor: Assoc. Lim Quang Đông HANOI —- 2017 DECLARATION: Lhereby declare that this thesis and the work presented in it are my own and have been generated by me as the result of my own original research.
This work was done wholly while I am in candidature for a Master degree at this University;. This thesis has never been submitted partially or wholly for a degree or any y other qualification at this University or any other institution, 3. Where T have consulted the published work of others, this is always clearly attributed, 4. Where T have quoted from the work of others, the source is always givert With the oxception of such quotations, this thesis is entirely my own work; 5.
[have acknowledged all main sources af help, 6. Where the thesis is based on work done by myself jointly with others, Thave made clear exactly what was done by others and what I have contributed myself, Tam fully aware thal should Uns declaration be found to be false, disciplinary action could be taken and penalties imposed im accordance with University policy and rules. Hanoi, 2017 'Vũ Thị Hiền ABSTRACT ‘The language of advertising is a very special one, with its own characteristics that make it different from other languages. As a result, an investigation into linguistic features of advertising slogans can be of great valuc.
This qualitative research is conducted on a total of 78 life msurance slogans chosen from each company’s official website. The study aims at giving readers a brief description and analysis of advertising slogans and their accompanying images, The analysis was based on a combined framework of alliday’s SIL and Kress and Leeuwen’s ‘Multimodality theary. The stady firstly tries to investigate transitivity to clarify six main types of processes: material, mental, relational, behavioral, verbal and existential processes. Secondly, image-text relations were expounded based on Systemic Functional theory across semiotic modes.
The findings indicated that advertisement. designers employed various linguistic devices to alfract customers. Tn these slogans, material, relational and mental processes are the most frequently applied. The paper also figures oul that, images help extend or add new meaning ta the verbal texft.
Thus, the language usc and images in advertising slogans consist of different distinctive features to enable advertisers to communicate with customers. The paper hopefully will entail useful imphealions for the use of language and other anodes of communication. LIST OF FIGURES AND TABLES Figure 1; Introductionto Functional Grammar, Halliday (2004: 219) Figure 2; The percentages of 6 ditferent processes ‘Table 1: Types of relational process ‘fable 2: The frequency of occurrence of all the techniques ‘Table 3: Ihustration of Material Process: ‘Table 4: Ihusiration of Mental Process “fable 5: Ilstration of Relational — attribute Processes ‘Table 6: Ilustration of Relational- identifying Processes Table 7: Illustration of Verbal processes Table 8: Mustration of Existontial proce ‘fable 9: Ilkustration of Behavioral processes ‘Table LI: [ustration of 12 pictures based on Representational meaning ‘Table 12: Mlustration of 12 pictwas based on Fnteractive meaning, ‘Table 13: Illustration of 12 picturss based on Interactive meaning, 2.1 Halliday’s Systemic tunctional Linguistics.2 Kress and van Leetaven's Multimodal theory. Method of Analysis.
CTTAPTER 3 DATA ANALYSIS AND DISCUSSION - - 19 3. Summary of linguistic aspects.2, Analysis based on Systemic Functional Linguistics. Material process - - - at 3. tình HH khe geeeaeenaoeieeeooao.3, Analysis based om Multimedality theory 3.1 Representational MiedHĂNB .3 Comipbosi[i0hdÏ mGHHẰNH cà.
co ooeieeireeirierraereeeareoeo BE PART C: CONCLUSION - - - nee 1. Limitation and suggestions for future research .c cenheieerrenree al APPENDIX 1: 78 life instwance slogans collected from 7 countries. - I APPEXDIX2: 12 printcd advcrtiscmeiits.c:cccseieetrerrtirireirrrrree ACKNOWLEDGEMENT 1 would have never been able to finish my thesis without the guidance of my supervisor, help from friends and support from my family Foremost, T would like to express my sincere gratitude to my supervisor ‘Assoc. Lam Quang Dong for his continuous support enthusiasm, invaluable constructive criticism and friendly advice during the project work.
His enthusiastic and meaningful assistance greatly contributes to the fulfillment of my thesis My appreciation also goes to all lecturers of the Maculty of Post-Graduate Studies for their ideas and useful lessons from which I benefited a lot for the accomplishment of this thesis. Furthermore, I am greatly indebted to different linguists whose books and pieces of research have been very useful materials for my writing of this paper Their nolable ideas inspired me much during the process of study and wriling T especially thank all of my friends and my parents for their love, support and encouragement, which help me cornplete this thesis PART A: INTRODUCTION 1, Rationale In accordance with dramatic shifts in society, language has performed more and more important roles and assumed more significant functions in life. What are those funclions? How can people perveive (he organization of language, and how this organization gives an account of such functions? ‘These have been questions of concern to linguists. According to IJalliday, language is “a resource for making meaning” or a “meaning potential”.
Furthermore, he defines linguistics as. the study of "how people exchange meanings by 'languaging” (Llalliday, 1985). For Halliday, language, “in relation to cur ecological and social environment”, consists of two main functions: making sense of our experience, and acting out our social relationships”. Language is made up of more-or-less closed “systems” of words and grammatical structures.
From these systems speakers make selections in order to simullancously construct “wordings” and “incanings”. The systems of wordings and meanings then help speakers reflect the social and cullural context. of the language. Halliday also argued for three metafunctions of language: interpersonal metafunction — the interaction between speaker and addressee; ideational metafinction — concerning ‘ideation” — grammatical resources [or construing our experience of the world around us and inside us; and textual metafunction the creation of text.
Considering this topic, a great number of studies were conducted in the light of SFI. SFL — Systemic Functional Linguistics was developed by Michael Halliday in the 1990s as a new approach to language and language- related issues. It enables us to better present language features under a specific type of cultural and situational context, to show how language functions in certain circumstances and to demonstrate what role language may assume in different aspects of social life (Halliday, 2008). Among these aspects, language in the (icld of advertising has drawn considerable attention since “A man who stops advertising to save money, is like a 2.1 Halliday’s Systemic tunctional Linguistics.2 Kress and van Leetaven's Multimodal theory.
Method of Analysis. CTTAPTER 3 DATA ANALYSIS AND DISCUSSION - - 19 3. Summary of linguistic aspects.2, Analysis based on Systemic Functional Linguistics. Material process - - - at 3.
tình HH khe geeeaeenaoeieeeooao.3, Analysis based om Multimedality theory 3.1 Representational MiedHĂNB .3 Comipbosi[i0hdÏ mGHHẰNH cà. co ooeieeireeirierraereeeareoeo BE PART C: CONCLUSION - - - nee 1. Limitation and suggestions for future research .c cenheieerrenree al APPENDIX 1: 78 life instwance slogans collected from 7 countries. - I APPEXDIX2: 12 printcd advcrtiscmeiits.c:cccseieetrerrtirireirrrrree man who stops a clock to save time” (Henry Ford, 2008) and “Advertising takes many forms, but in most of them language 1s of crucial importance” (Vestergaard & Schroder, 1985).
Advertising is the best way {0 communicate the products’ values to all customers, including the young and the old Advertising helps inform customers about quality brands in the market and promote sales for companies, so advertising should be fascinating, exciling, and crcalive. Slogans are considered the heart of an advertisement. Hence, it is undeniable that language of advertising slogans is pervasive, influential, and ubiquitous. Ir can be catchy phrases or short sentences which help corporations ar businesses tell the world whal makes their products or services different.
Indeed, creating a successful slogan is real art of language use As a result, ar investigation inlo Tngnistic features of advertising slogans can be of great value, Significant amount of research has been conducted on advertising slogans, but advertising slogans on life insurance remain almost untouched. Tile imsurance slogans reflect people’s beliefs in the value of life Clients are at different ages, have different backgrounds and religions, so careful choices of language are crucial. These reasons provide a source of inspiration to the author to conduct a research into advertising slogans for life insurance. 2, Research questions This study is carricd oul with the aim 1o describe and analyze characteristics of language used in advertising slogans for life inswance from Systemic Functional Linguistics perspective, Then, images accompanying these slogans are also investigated to figure out their meanings and functions based on multimodal analysis.
In order to achieve these aims, the following questions are addressed: 1 What are the characteristics of language used in advertising slogans for life insurance from Systemic Functional Linguistics perspective? 2 What are the meanings and functions of the images included in such slogans based on mullimiodat analysis? Wy LIST OF FIGURES AND TABLES Figure 1; Introductionto Functional Grammar, Halliday (2004: 219) Figure 2; The percentages of 6 ditferent processes ‘Table 1: Types of relational process ‘fable 2: The frequency of occurrence of all the techniques ‘Table 3: Ihustration of Material Process: ‘Table 4: Ihusiration of Mental Process “fable 5: Ilstration of Relational — attribute Processes ‘Table 6: Ilustration of Relational- identifying Processes Table 7: Illustration of Verbal processes Table 8: Mustration of Existontial proce ‘fable 9: Ilkustration of Behavioral processes ‘Table LI: [ustration of 12 pictures based on Representational meaning ‘Table 12: Mlustration of 12 pictwas based on Fnteractive meaning, ‘Table 13: Illustration of 12 picturss based on Interactive meaning, man who stops a clock to save time” (Henry Ford, 2008) and “Advertising takes many forms, but in most of them language 1s of crucial importance” (Vestergaard & Schroder, 1985). Advertising is the best way {0 communicate the products’ values to all customers, including the young and the old Advertising helps inform customers about quality brands in the market and promote sales for companies, so advertising should be fascinating, exciling, and crcalive. Slogans are considered the heart of an advertisement. Hence, it is undeniable that language of advertising slogans is pervasive, influential, and ubiquitous.
Ir can be catchy phrases or short sentences which help corporations ar businesses tell the world whal makes their products or services different. Indeed, creating a successful slogan is real art of language use As a result, ar investigation inlo Tngnistic features of advertising slogans can be of great value, Significant amount of research has been conducted on advertising slogans, but advertising slogans on life insurance remain almost untouched. Tile imsurance slogans reflect people’s beliefs in the value of life Clients are at different ages, have different backgrounds and religions, so careful choices of language are crucial. These reasons provide a source of inspiration to the author to conduct a research into advertising slogans for life insurance.
2, Research questions This study is carricd oul with the aim 1o describe and analyze characteristics of language used in advertising slogans for life inswance from Systemic Functional Linguistics perspective, Then, images accompanying these slogans are also investigated to figure out their meanings and functions based on multimodal analysis. In order to achieve these aims, the following questions are addressed: 1 What are the characteristics of language used in advertising slogans for life insurance from Systemic Functional Linguistics perspective?