VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES, NGUYEN THI THU THAO A CONTRASTIVE ANALYSIS OF ENGLISH AND VIETNAMESE REAL ESTATE ADVERTISING SLOGANS IN PRINTED ADVERTISEMENTS Phân tích đỗi chiếu khẩu hiệu quảng cáo bắt động san tiéng Anh va tiếng Liệt trên ấn phẩm quảng cáo M. MINOR THESIS Field : English Linguistics 1 Code : 60220201 Hanoi, November 2015 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES, Onno) NGUYEN THI THU THAO A CONTRASTIVE ANALYSIS OF ENGLISH AND VIETNAMESE REAL ESTATE ADVERTISING SLOGANS IN PRINTED ADVERTISEMENTS Phân tích đối chiếu khẩu hiệu quảng cáo bắt déng san tiéng Anh va tiếng Liệt trên ân phẩm quảng cáo M. MINOR THESIS : English Linguistics 1 : 60220201 Supervisor: TRAN THI THU HIEN, Ph. Hanoi, November 2015 DECLARATION: T hereby, certify the thesis entitled “A Conirastive Analyxix of English and Vietnamese Real state Slogans in Printed Advertisements” is the result of my own research for the Minor Degree of Master of Arts at University of Languages and Tntcrnational Studies, Vicirnam National Universily, Hanoi.
The thesis has nol been submitted for any degree at any other universities or institutions. [ agree that the origin of my paper deposited in the library can be accessible for the purposes of sturly and research October, 2015 Nguyễn Thị Thu Thảo ACKNOWLEDGEMENTS This MA thesis was successfully completed with the supporls of many people to whom 1 want to express my gratitude. First of all, I would like to express my sincere thank to my supervisor, Dr. Tra Thi Thu Hien, for her valuable instruction, support and encouragement throughout my research process.
Without her devoting guidance, | could not have finished this thesis. Secondly, my unks also go t all the lecturers, professors and dociors teaching at the post graduate faculty of LILIS for their lectures and supports during my course Tasl bul nol least, T would like lo give thanks 9 my beloved family and friends, who have encouraged and supported for my study process to finish this MA thesis. For teaching and learning business English and linguistics. Suggestions for further sludies.
vi TABLE OF CONTENTS DECLARATION. Aims and objectives of the study. Research question and approaches. Scape of the study.
Significance of the study. Design of the study.1, Review of previous studics. 132 Role af context in discourse analysis. Components af context.
Advertising as a form of communication. Definition of advertising 142 Functions of advertising 143. Types of advertising 1-44. Structure of advertisement.
Advertising slogan as a part of an advertisement iv LIST OF FIGURES AND TABLES Name of figures and tables Page Figure 1.1 | A model of communication 8 Figure 1.2 [A taxonomy of rhetorical figures in advertising 13 Table2] [Diierentteans o[slogan worldwide 1 Tablc3] | Slogan languagc aLphonological levol — usc o[yhynnes 2 Tablc3.2 | Slogan languagc aLphonological level — use of alliteration & anaphora | 23 Tablc3.3 | Slogan language at lexical level — use of field words 24 ‘fable 3.4 | Slogan language at lexical level use of simple sentences 28 ‘fable 3.5 | Slogan language at lexical level use of imperative sentences 28 'Table 3.6 _ | Slogan language at lexical level use of questions 29 ‘fable 3.7 _| Slogan language at syntactic level use of phrases 30 ‘Table 3.8 | Slogan language at syntactic level _ use of parallelism 31 Table39 | Slogan langnage at syntactic level— use of comparison 33 Table 3.10 | Slogan language at syntactic level — use of addressees 3 vii LIST OF FIGURES AND TABLES Name of figures and tables Page Figure 1.1 | A model of communication 8 Figure 1.2 [A taxonomy of rhetorical figures in advertising 13 Table2] [Diierentteans o[slogan worldwide 1 Tablc3] | Slogan languagc aLphonological levol — usc o[yhynnes 2 Tablc3.2 | Slogan languagc aLphonological level — use of alliteration & anaphora | 23 Tablc3.3 | Slogan language at lexical level — use of field words 24 ‘fable 3.4 | Slogan language at lexical level use of simple sentences 28 ‘fable 3.5 | Slogan language at lexical level use of imperative sentences 28 'Table 3.6 _ | Slogan language at lexical level use of questions 29 ‘fable 3.7 _| Slogan language at syntactic level use of phrases 30 ‘Table 3.8 | Slogan language at syntactic level _ use of parallelism 31 Table39 | Slogan langnage at syntactic level— use of comparison 33 Table 3.10 | Slogan language at syntactic level — use of addressees 3 vii PART 1: INTRODUCTION 1. Rationale Together with the development. of the world, thousands of new products and services are introduced everyday, which are in need to find an effective way to reach customers. Most of products including food, beverages, medicines, airlines services, are presented to the pablic via mass media monly television, newspapers, magazines, the Intemet, radio, etc.
Consequently, manufacturers take advertisements into consideration as a key tool to spread their goods worldwide. Advertisements play a crucial role in economic, sociological and psychological viewpoints. Using advertisements is considered the solution of seeking a channel for organizations or companies to reach out the world with their messages. Slogans are faker as the heart of adverliserients and cover the mos! focusing poinls seni ko customers by the advertisers.
Ilowever, the question to create a good and successful slogan to bring in customers’ mind the image of the product and encourage them to buy is nol always ai case. Therclore, with advertisers, the art of using some valuable words in slogans requires a deep understanding of phonology, lexicology, syntax and other elements. As concerning much about advertisements which appear in high frequency on newspapers and magazines, the researcher realizes that real estate advertisements seem to take much room among other kinds of advertisements. Due to theirs stereotype, real estate advertisements focus on the facility of living and they employ language as presenting lool to cinphasive (hat, However, in Vietnamese, the real cstale advertisers scerm uot lo pay much attention to their slogans as there is no focusing, point for customers to memorize about the product or service.
In this field, the numbers of slogans which can carve an unforgettable impression on customers’ mind are rare. Whereas in English, real estate advertisers try their best to create a sharp and smarl. slogan Lo aflracl their polential customers and there exist many oulstanding slogans worldwide. Thus, the situation is lo put advertisers o questions about what is a good slogan, and which lingusstic features should be included in the slogan to make it a successful one, ‘[herefore, “1 Contrastive Analysis of English 1 LIST OF FIGURES AND TABLES Name of figures and tables Page Figure 1.1 | A model of communication 8 Figure 1.2 [A taxonomy of rhetorical figures in advertising 13 Table2] [Diierentteans o[slogan worldwide 1 Tablc3] | Slogan languagc aLphonological levol — usc o[yhynnes 2 Tablc3.2 | Slogan languagc aLphonological level — use of alliteration & anaphora | 23 Tablc3.3 | Slogan language at lexical level — use of field words 24 ‘fable 3.4 | Slogan language at lexical level use of simple sentences 28 ‘fable 3.5 | Slogan language at lexical level use of imperative sentences 28 'Table 3.6 _ | Slogan language at lexical level use of questions 29 ‘fable 3.7 _| Slogan language at syntactic level use of phrases 30 ‘Table 3.8 | Slogan language at syntactic level _ use of parallelism 31 Table39 | Slogan langnage at syntactic level— use of comparison 33 Table 3.10 | Slogan language at syntactic level — use of addressees 3 vii ACKNOWLEDGEMENTS This MA thesis was successfully completed with the supporls of many people to whom 1 want to express my gratitude.
First of all, I would like to express my sincere thank to my supervisor, Dr. Tra Thi Thu Hien, for her valuable instruction, support and encouragement throughout my research process. Without her devoting guidance, | could not have finished this thesis. Secondly, my unks also go t all the lecturers, professors and dociors teaching at the post graduate faculty of LILIS for their lectures and supports during my course Tasl bul nol least, T would like lo give thanks 9 my beloved family and friends, who have encouraged and supported for my study process to finish this MA thesis.
Definition of a slogan.5, Criteria ofa good advertising slogan. Features of advertising language. 163 Syntactic features CHAPTER 2 METHODOLOGY. Research approaches and methods.
Data collection instruments. FENDINGS AND DISCUSSION 3. BLL Use of rhymes.2 Use of alliteration and anaphora wus 3. 321 Use of field words.
Use of geographical names and brand names. Use of short simple sentences. Use of imperative sentences.33, Use of questions. Use of phrases.
445 Use of parallelism. Use of comparison.7% Use of person addressee “we”, “you”. Y ABSTRACT Due to the high demand of current markel, every product needs elfeclive strategies to nitroduce its unage to the potential customers, and a successful slogan seems to be an impressive way. Among various types of products, real estate is gradually paid much attention [or ils signifies in people’s living condition.
However, there exist differences in terms of linguistic features between English and Vietnamese real estate slogans that need to be investigated, Therefore, the study “4 Contrastive Analysis of English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements” is conducted to figure out some distinctive phonological, lexical and syntactic features among English and Vietnamese real gstale slogans. The total of 90 adverlismg slogans arc collected from well-known nglish and Viemamese real estate 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 behweert English and Vietnamese real estate advertising slogans. ‘The thesis was carried with the hope to implement some suggestions for teaching and learning business English, and sous advice for advertisers.
ABSTRACT Due to the high demand of current markel, every product needs elfeclive strategies to nitroduce its unage to the potential customers, and a successful slogan seems to be an impressive way. Among various types of products, real estate is gradually paid much attention [or ils signifies in people’s living condition. However, there exist differences in terms of linguistic features between English and Vietnamese real estate slogans that need to be investigated, Therefore, the study “4 Contrastive Analysis of English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements” is conducted to figure out some distinctive phonological, lexical and syntactic features among English and Vietnamese real gstale slogans. The total of 90 adverlismg slogans arc collected from well-known nglish and Viemamese real estate 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 behweert English and Vietnamese real estate advertising slogans. ‘The thesis was carried with the hope to implement some suggestions for teaching and learning business English, and sous advice for advertisers. TABLE OF CONTENTS DECLARATION. Aims and objectives of the study.
Research question and approaches. Scape of the study. Significance of the study. Design of the study.1, Review of previous studics.
132 Role af context in discourse analysis. Components af context. Advertising as a form of communication. Definition of advertising 142 Functions of advertising 143.
Types of advertising 1-44. Structure of advertisement. Advertising slogan as a part of an advertisement iv 1. Definition of a slogan.5, Criteria ofa good advertising slogan.
Features of advertising language. 163 Syntactic features CHAPTER 2 METHODOLOGY. Research approaches and methods. Data collection instruments.
FENDINGS AND DISCUSSION 3. BLL Use of rhymes.2 Use of alliteration and anaphora wus 3. 321 Use of field words. Use of geographical names and brand names.
Use of short simple sentences. Use of imperative sentences.33, Use of questions. Use of phrases. 445 Use of parallelism.
Use of comparison.7% Use of person addressee “we”, “you”. Y LIST OF FIGURES AND TABLES Name of figures and tables Page Figure 1.
