giup nhrin di€n loai chuc ning DNQC TPCN trCn mang xi h6i Facebook c6 nitng nr ngt girip khrich hdng ti€m n6ng nhin bi6t quring c6o li qudng c6o v6 TPCN.. Ngoiri ra, vi DNQC TPCN duoc th
Trang 1NGON NGO'
DaC DrEM TU'NCTITRONC OrcN NCON QUANC CAO
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pHax rHaxH sAo rRAx,
Abstract: Words in the food supplement advertising discourse on Facebook conFibute to expressing the register characteristics ofthe discourse They have both the common featffes ofthe language ofsocial networks and their own
words which will be used a basis for analyzing food supplement advertising discourses on Facebook.
Key words: dricorrrse analltsis, advertising discourse, characleristics ofwords
l DAn nh$p
- Tt ngir vta la phuong ti€n di6n d+t nQi dung di6n ng6n vua la y6u ti5 aanfr aiu giup nhrin di€n loai
chuc ning (DNQC TPCN) trCn mang xi h6i Facebook c6 nitng nr ngt girip khrich hdng ti€m n6ng nhin
bi6t quring c6o li qudng c6o v6 TPCN Ngoiri ra, vi DNQC TPCN duoc th6 hien tr6n mqng xE hQi Facebook
DNQC TPCN tren m4ng.xa hQi Facebook qua khio srit 586 di6n ng6n cria t61n $an hang: vi6n uiing gini tlQc gan Naturenz, vi6n udng giii ilQc gan TuQ Linh, vi6n udng cAn beng nQi tiCt t6 nt Bio Xuin; vi€n u6ng
cii thi6n sinh li nt Sim Angela Gold; vi6n u6ng bio vQ mit Wit, vi6n ui5ng bio vQ n5o OTiV, men vi sinh Yunpro (d4ng bQt) vd siro ting cudng sric il6 khrimg Pimum
2 Di6n ng6n vi diSn ng6n quing cio thgc phAm chrirc nlng tr6n mgng xi hQi Facebook
Thudt ngt di6n ngdn tlugc nhiAu nhi nghi6n cuu cil ging ldm r0, hoic ph6n biQt n6 voi vin bin, 6 hai
mit hinh thuc vd chuc ning, ho[c tap trung xem xdt n6 o d4ng ng6n ngt o d4ng hdnh chuc Crystal cho
ring di6n ng6n ln "MOt chu6i ng6n ngt (tl[c biQt ld ng6n ng& n6i) li6n trlc lon hon ciu, thuong t+o n6n mQt don vi c6 m-4ch lqc, nhu bii mry6n giio, mQt li lC, mQt ciu chuyQn ti6u lim hay chuyQn kd vir.vf,n bin ld m6t tloan di6n ngdn n6i hay vi6t, hoqc thd hiQn d d?ng ki hiQu su.dpng q.nhi6n, duo c xric dinh tl€ phdn tich
Diy thuong ld mQt ilon vl ng6n ngt c6 mQt chuc ndng giao tiCp c6 the xic dfuh tlugc nhu mQt cuqc hQi tho4i hay tdm 6p phich" [.[, tr.200] Nguydn Hoi dinh nghia "Di€n ng6n ld mQt sg kiQn hay quri trinh.giao ti€p hodn.chinh th6ng nhAt c6 mqc dich kh6ng c6 gicri hp ilugc su dpng trong cdc hoin cdnh giao ti6p xd
hQi cu th€" [3, tr.33] Theo tl6, nghi6n ciru di6n ng6n kh6ng chi drmg lqi d nQi dung dugc the hien trCn bC
mit ng6n tu md cin phdi xem xdt toan bO sg kiQn giao ti€p Vi ld mQt sq kiQn giao ti6p hodn chinh, di6n ng6n phii c6 tinh muc dich, c6 chrh dA, c6 tinh tht5ng nh6t vi m4ch l4c.Su kiQn giao ti6p niy phrii dugc xem x6t.dya trCn toin b6 y6u tti ng6n ngrl (tu ngt, ngu phdp, ) vd c6c ytiu tii ngoii ngdn ngt (ngu crinh tinh hu6ng, ngf cdnh vin ho6 )
Tt ngE trong DNQC TPCN ld ctng Ii y6., ti5 qr,an tralg, th6 hiQn ilugc tlfc didm ngt rqc cta diEn
ng6n Theo Halliday, "ngt vyc dugc t4o thinh tu c6c il6c tli6m ng6n ngt c6 li6n quan tlic biet d6n kCt cau
vi tinh hui5ng, vd ngt vgc, cdn ld t6p hqp c6c ngtria, cAu tnic cira ciic m6 hinh tlugc suy ra O c6c tli,iu ki-6n
cu thC vA nhtng tu ng[, cdu truc dugc sri dung d6 hiQn thgc h6a nhtng nghia d6" [5, tr 4l- zl4] Nhu v{y,
I Hgc vi6n cao hgc Trudng D4i hgc Khoa hqc Xa hOi vn Nhdn van - Dai hqc Qu& gia'I,-hamh phii, HO Chi Minh
Trudng Dai hoc I(hoa hoc X6 hoi vd Nhdn ven - D6i hQc Qutic gia Thinh phti Hd Cnf ltintr
Trang 2D{c iti6m tir nga l4S
tu ngrl ln y6u ti5 kh6ng th6 thiiiu khi m6 ti, hQ thting h6a tlic dii3m cua_DNec rpcN vi€c khio s6t, nghien
cta loai di6n ng6n ndy
2.2 DiSn ng6n qu,ing cdo thyc phim chit ndng rr4n mgng xi hQi Facebook
Theo Mai Xuin Huy, DNQC tluo c <linh nghia " li don vi giao ri6p trong tuong t6c quang criLo, gita
hai don.r! giao ti6p li chir quing ciio vd nguoi quring crio tio ra D6 Id mgt chu5i cric don vi ng6n ngt (n6i
sdn phrAm hay dich vu nao do dd brin" [2, tr 351 DNQC vta co tlic di6m chung cta m6t di6n ng6n vd co
dac trung cta ng6n ngri quiing.c6o Niiu di6n ngdn brio chi c6 tfni chinh xric, thdisq, di6n ng6n van chuong c6 sg uydn chuy6n, s6ng tao v6 tu ngt, thi DNQC vira c6 tinh chinh x6c vua c6 tinh s6ng tao trong c6ch the
hi6n blng hr ngt, dic biCt,.DNQC TPCN sing tao sao cho n6i bAt dugc c6ng dung sin phdm vi tao duoc
sU kh6c biet vdi cic sdn phdm ctng loai
DNQC TPCN trdn mang xi hoi Facebook c6 nhtng dac didm nhu: Thir nh6t, di6n ng6n quing ciio r€n
mang xi h6i Facebook ld qudng cdo duoc cung.c6p boi cdng ty Facebook (l) v6i c6c quy dinh chit chE vd didu khorin c6ng tl6ng do Facebook ban hdnh k6t hqp m6t s6 quy tlinh cta phrip luit nhi nudc sd tai C6 rhe xem DNQC tr6n mang x.t h6i Facebook ld DNQC trqp phap, chinh quy, duo c ciic nhin hing diu tu nghi€m tuc, ti6p can duo c vdi s6 luong lon k:hach hdng ti6m ning (Vi6t Nam c6 kho6ng hryn 76 tri6u ngudi); Thu hai, DNQC trCn mang xa h6i Facebook c6 hinh thuc d6c biet, phuong thuc c6u thdnh kh:ic voi c6c DNQC truy6n,hinh (lcri n6i kdt hgp voi hinh rinh,6m nh4c), truy6n thanh (loi n6i k6t hqp voi Am nlrac), brio in (ch[
vi6t k6t hqp voi hinh 6nh, mdu sic) DNQC tr6n meng xa h6i Facebook duo c thd hifn bing hQ thiing phuong thuc da dang, g6m chir vi6t, hinh rinh, video Tty tinh chrit mi DNQC co ciic su k€t hqp gi&a ciic phuong thuc khric nhau Phin lon ciic DNQC tluo,,c th€ hiQn blng cht vi6t, k6t hqp hinl nnl vi video Trong hinh rinh vd video cing xuit hiQn cht vi6t Didu niy c6 nghia ld cht viilt d6ng vii trd quan trong kh6ng th6 thay thC duo c trong DNQC trdn mang xi hQi Facebook Hinh en}, am thanh thuong c6 chuc ndng minh hoa,
b6 sung th6ng tin cho DNQCT Thu ba,.ng6n ngt tluo c su dgng tr6n m4ng xi h6i Facebook c6 nhtng tt[c
di6m crla ng6n ngt mang Tu nhirng di6u trCn, chtng t6i thAy vi6c nghi6n cuu tl6c ili€m tu ngt cta DNQC TPCN tr6n mang xi h6i Facebook li cdn thi6t, gitp ldm 16 tlic tli€m ng6n ngt cta DNQC TPCN, girip cho vi€c su dung ng6n ngt hi6u qu6 hon
3 K6t qui khio s6t ilf,c di6m ttr ngii trong di6n ng6n qurlng cio thgc phim chric ntrng tr6n m4ng xil hQi Facebook
3.1 Tic ngt giip nh,Qn biit diin ng6n qudng cdo thpc phim chtc ndng
loai cu th6 nhu: (l) Tt ngt chi ten benh dJru hiQu, tri6u chimg b€nh vd (2) Thuat ngt y khoa
3.1.1 T* ng* chi ten benh, dou hiiu, tri€u ch*ng b€nh
Khio s6t tiim nhdn hdng voi 586 di6n ng6n, chrlng t6i th6y ru nqri chi r6n bfntr d6u hi6u tri6u chung bdnh xu6t hiQn 2.265 l6n/ 3l I di€n ng6n Diy cing li nhtng nr co s6 ldn xuit hidn cao nhdt so voi ciic tu
thu6c loai khric Cric ttr ndy g6m hai loai: (l) Tu ngir chi tCn bQnh: rai biAn mach mdu ndo dQt qq;, vidm gan
B, xo gan, ung thu.gan, t iri thdo tludng lodng xuong viOm lo d<v, (2) Tu ngu chi diu hiQu, triQu chLmg, tinh tr4ng bQni: driy hoi, tdo brjn, dau bung, m€t mdi, dau ddu, Tiy thuQc vrio c6ng dung cta sd.,n phdm vd chi6n luo c tmytin th6ng md c6c DNQC cira ciic nhin hirng sc c6 sti lAn xudt hiQn cuai6c nr chi t6n be*r, diu
hiQu, triQu chimg bQnh nhi6u ho{c it Chlngt4n, n}rin hang BAo Xudn, Naturenz vd OTIV ld 3 nhln hdng c6 s6 lugng tu ngt niy nhi6u nhdt vd s6 l6n xuat hien cua cec tu niy cao nhit
di6n ng6n c6 c6c tu chi triQu chung, tinh h4ng, diu hiQu ctu benh duong tii:uh6a: ti4u chay, ilay hoi, trudng
Trang 3461 Ngdn ngiis5g n[m2022
bung, tao bdn guilthiQn 66lugt/I8 di6n ng6n) ViQc lap lai c6c tu chi rri€u chimg tinh_tr4ng diu hiQu cua
3.1.2 T* ngir ld thuqt ngt ), hac
DNQC TPCN thuong dung oic ttruat ngt y hgc, {ac biQt li t6n ho4t chAt girip kluich hang tiAm.nenC nh&r biiit loai TPCN Qua khno s6t, ngt ligu co 106/586 di6n ng6n thu.it ngrl y hqc (rhu4t ngu y nqc xu,it hiQn Z+O hn/106 DN) C6c thrait ngt y.hgc tluo c st dgng chi yCu h c6c thuAt ngt tiOng An\ c6 th6 chia ldm hai nh6m chinh: ( l) Tu ngt chi hoat ch6t (con ggi ld duqc ctdt) ld nhtng nr chi cric ch6t h6n hqp cric chit tluo,,c dung d6
san xu,jt Uuti.iO tic dung duqc li ho6c c6 uic dqng ruc tiep;hdng Enh, tli6u or Uentr Vi au: tin chh
ten-caroten (gitp ngaJ] ngrra ung thu gan) , peroxidase (g1itp gini dQc, duong gan ich v), P.Leucotomous, Icpedium Meyenii (kichthich qu.i trinh san sinh collagen, trc chii aic tric nhin giy t6n thuong da) ; (2) C6c tu khic tluo c
xuong), thioredoxin (loai protenin ty nhi€n cua mdt), lysine, valine (acid amin tao ra khd.ng thii) Thuat
ngt y hoc ctng dugc l[p l4i, ching han, nhin hang SAm Angela Gold c6 thuit ngt y hgc xu6t hi6n 120 lAni
106 di6n ng6n Trongd6,tt Lepidium Meyenii xuit hiQn 41lAn, tu P Leucoroios'xttAt hign 70 iAn Su tAp
girip kh6ch hang ti6m ning nhin diQn san ph,im nhanh ch6ng Uiu trilt ttrudt net y hqc, tu chi
'hoat
ch6t c6 chri thich hodc giii nghia girlp kh6ch hang ti6m nnng hi6u 16 vd nim chic th6ng tin
Yi du: Sdm Angela Gold voi tinh chdt thiAn nhiAn P.Leucotomos cd tdc dung tc chd cac MMPs (men
ti4a hiy cdu t c nin) giip han ch| ctic dn thwrng r1n cdc bi m1r da vd tdi tqo-cdu mic nin cia da todn thdn mQt cdch hiQu qud P Leacotomos cdn tc chi hoqt dQng cia ti bdo siic u5 da ddn 50%, git)p chdng ndng todn thdn.
Sti luqng ve s6 lin xuit trign tu ngt y hqc girip nh{n bi6t qunng c6o TpcN_phrr thuQc vdo ttinh hu6ng tnry€n th6ng cta nhin hang Nhung drii s6 lugng oic o nay nhiiu hay it so nn xu6t hiQn cao hay th6p, DNQC TPCN lu6n phni c6 nhtng nr ngii y hgc C6 th6_n6i, chung li nhtng tu ngt il6c tnmg cta DNeC
TPCN, kh6ng th6 ving mflt vi.chring Hm tang tinh thuy6t phuc (lim cho nNec c6 tinh khoa hoc hon) tao dugc nidm tin d khrich hing tiAm n6ng.
3.2 Tit ngt ph.4 bi6n ktulc
3.2.1 Tt ng* danh ddu hinh thric bing ngoQc kdp
DNQC TPCN tr6n meng xe h9i.Faceb99k.c6 th6 c6 nh[ng d6c tliiim chung, ptrO trien cua ng6n ngt
mang xi hQi MOt trong nhtng dac di6m ph6 bi6n ld c6 nhtng tu ngt duoc drinh diu bing ngo6c k6p C6c
tu ngt tI:inr d.iu bing ngo[c !6p ld nhtng tu ngir c6 nghia tl6c biQt, nghia tt6c biQt niy tuy thuQc vrio ngtr
ngo{c kdp, chtng xudt hiQn 476 lAn i309 di6n ng6n Cric tu ngt d6n} 0fu Uing ngo{c k6p trong DNeC
TPCN c6 cdch sri dung 1l' nghia khric nhau bao g6m: dung voi nghia chuy6n dtng voi mpc dich nlAn manh.
drinh diu k€t hqp moi, khdu ngt, tu ng[ xu huong
( I ) Ngodc kip voi t* ngi co nghia chuydn
T* ngt cd nghia chuydn lit nhimg ti ngt kh6ng dugc d.ung voi nghia tlen md dtng nghia in du, hori,n
du, nghia b6ng hoac nghia lem thoi khdc vri dugc d6nh diu bing ngo{c k6p Trong ngt li6u khio srit, chtng
t6i thdy cric nr ng& co nghia chuy6n xuir hi€n 268 ltuv 150 di6n ng6n Trong d6 Bdo Xuin vi SAm Angela Gold - 2 TPCN gitp.,^n bing nQi ti6t t6 vri sinh li nt - ld nh6n heng cO ca-c tu ngu c6 nghia chuyen iuit
hien nhi€u nhAt.chuy6u li cric ru.chi.sric kh6: ri{ l_i_4l
"trt Qn y4u, kh6 han, ldch pha, han hdn, gin g i, stc yau, tutn truoL giao ban Kd ti6p, orIV vd wlr li hai nh6n hang c6 c6c tu ngE c6 nghia chuy6n xuit
hign nri6u, chri ydu [a cic tu chi hiQu qu.i cia TPCN nhu x* nhanh, xi li, ha nhiat, ttdnh bay, iau diQt. Tir ngt c6 nghia chuy6n trong DNQC TPCN thi: hi9n sy sdng tao cria nguoi t?o di6n ng6n chung tldc
Trang 4D{c di6m tir ngt 147
cira nt Biio Xu6n, nguoi tao DN phei d6 c6p <liin vAn de ve sinh li bing mQt crich vua tti ntri vua de hitiu th6ng qua ciic tu ztoc, lta, cdn dich, chuydn tdu tuqn, n6t
"oo
- i,
Yi dl: Trong m6i cu6c viu, 'Ntairc" vd 'Lia" lqi chinh ld cdp bdi tilng kh6ng thA, rhi€u d0 mang tdi
nhimg x c cam thdng hoa nhdt "Nrdc' dbi ddo girip chuyQn yAu uy€n chuydn vd say ddm "LAa" ilam mA girip.thdi bilng nhfrng cdm_x c cuing say vit mdnh liQt Di 'Nmfc'vd "Lta', ndng ttimg nghi cu6c yOu sd
chi "cdn ilich", md hd,v sdn sdng cho m)t.'chuydn tdu lrqn" cdm n)c n6ng nhi& vd chqv bdng, ifua ndng chqm din nhtng "n6t cao" thdng hoa nhdt trong tinhydz (Brio Xudn - 1l.l l)
D6i khi tu ngt co nghia chuy6n nhim tAo sU sinh d6ng cho DNQC TPCN Ching h4n d6 di6n tlar 1i
"ngodi l6y nhi6m qua tluong hd h6p Virus Covid-19 co th6 viro co the qua duong mit" nguoi tqo DN co
frl ngi co ngoQc kip vd cdc danh ddu hinh thtc khdc In nhtug tu ngt <lug.c dirng voi nghia ilen, duoc
<l6nh ddu bing ngo4c k6p ctng voi c6c dlnh d4ng chrl vi6t ka6c d6 kAich hing ti6m nlng chu y vio nhtng tu ngt tl6, ttrc li cht f vdo th6ng tin do c6c tu ngt tl6 cung c6p Nguoi tqo diEn ng6n thuong in hoa toan bQ cht
c6i, in t$m tu Chung t6i th6y c6c tu ngt tl6nh d.iu hinh thuc kh6c niy xutt hien 107 ${rl 76 di6n ng6n Cdc
w ngir c6 cdc ddnh ddu hinh thtic khdc nriy c6 tric dqng nh6n manh tinh ning, sy cAn thi6t cua sriLn phim TPCN
Yi dD: "VQt bit ly fiAn" gi p ddn c6ng so SO HUU DOI ttIiT KHOE WNH sau hdng gid nhin may tinh, diQn thoai! (W lT - 15.06) nhem nhdn mph sy cin thiit ThA nhmg, nhimgvAt ndm c ng ddu ct "ndm"
mAi ffan md, liim mdr tli vd dqp hodn hdo c a ngvoi phu nfr? (Btto Xuin - 20.01) nhlm nhan manh tinh trqrg Nhfrng ndm tro tqi dAy, "d.rqc liQu bdn- tlang trd thdnh viin cli nh*c nhiii, gdy hiim hpa kh6n ludng cho s*c khoe cia ngudi ViSt Nam (Brio Xuan - 16.01) nhim nhin m4nh hiQn hrong, su vit, su vi6c
D6i voi c6c nr ngt <16nh d6u hinh thric kh6c, nguoi t4o di6n ng6n cdn in hoa toin bQ tu, cqm nr, nhu: D6ng hdnh citng phu nrt tong hdnh trinh 'D/P TAT CAN BOC HOA" ld st mfnh md Sdm Angela Gold tqt hdo duqc tham g,a (Sam Angela Gold - 20.08); Nhdn rhOm Bdo Xudn "KHONG GIOI H4N" khi moi hAm bqn bi, ngnti thdn c ngtham ducu\c thi l0 ndm hqnhphuc (Brio Xuin -07.07) C6c tl6nh dAu niy
nhlm lim ting tinh n6i bet cta tu ngt Vi kh6ch hdng ti6m ning thuong tlgc luot (nhanh) DNQC trCn mang
xi h6i Facebook n6n nguoi t4o di6n ng6n cAn tl6nh d6u c6c tu ngt, girip hq nim bit nhanh th6ng tin Theo chring t6i, iliy ld crich lim vira don giin vira tl6c tl6o, pht hgp voi ng6n ngt tr6n mpng xi hQi.
M6i ngny, c6 hing triQu DNQC tluoc chia sd trCn m?ng xa hQi Facebook Dd da d4ng h6a vd ldm moi cric DNQC, nguoi tao di6n ng6n thudng tao ra nhtng k€t hqp ri ngrt mcii Nhtng k6t hqp tu ngt moi ln nh[ng tu ngir c6 crich k€t hgp chua tirng c6 tnr6c ddy, it xuit hi€n ho{c xuAt hiQn trong pham.vi rat h9p neo
d6 DNQC TPCN c6 nhtng k€t hgp tu ngt mdi kli n6i d6n sdn phim hay c6ng dgng sin phim TPCN, thC
Vi du: Vi€n u6ng b:io vQ mir WIT t1r gqi minh lit chiic kinh dinh dudns 102.06l,lop khdu rang chdn
tr,r ggi minh ld chi€c bita da rh<in &i (31.01), hay khi n6i v6 c6ng dpng tiing cudng sinh li, girip giir.gin hanh phric gia tlinh thi lai lugai minh-litb a hqnh phtic (23 12) Truong hqp k€t hgp chi€c b a da thdn ki, b a
hqnh phtic cho th6y nguoi t4o di6n ng6n dd kh6o 16o kiit hqp y6u tii "bira" (tluo c cho li c6 phdp thi6ng tru
ma quj,, trdnlr duo c tai npn, m€ ho[c nguoi khric (theo T* ili€n fiAng ViQ, cta Hoeng Ph6) voi y6u t6 "da"
t4o thinrh bita da, tqm hi6u ld sin phim c6 ph6p girip bio vQ da, hay k€t hgp voi "h4nh phtic" t4o thinh bita
2}l8:birih6t Bitayda cia Bich Phuong ra mit ve ph5 bi6n_tr6n cric mang xE hQi (hot trending;, y6u tii "Utra" cli iluo c su dgng nhi6u Diy cfrng ld li do mi ngudi t4o di6n ng6n tao ra ket hqp tu ngt c6 "bta".
Kh6ng chi ki5t hqp cric tu ngt tiilng Viet vdi nhau, DNQC TPCN cdn c6 nhirng k6t hqp gita tu ngt
ti6ng ViCt ve h, ngt ti6ng Anh Tt goc dQ ndo tl6, c6 th€ n6i, nhftng ket hqp tu ngt thuoc hai ng6n ngt k]tic
Trang 548 I Ng6n ngt s5 9 ntm2o22
{rau ntrl vay q9p phin tao sg thri vi, thu htt kh6ch hang tidm n6ng Nh&ng tu tiiing An}r tlugc k6t hgp voi
tu ngt ti6ng Viet ffong DNQC TPCN thuong li nhtrng tu th6ng dung, ptr6 bi6n
Yi du: Bdo Deadline (19.01) ld c6 rit nhidu han nQp bii ilang chdi Vitamin cho mdt (WIT - 29.04) le
chit dinh dudng cho mat Detox tri ndo ld thanh lqc tri nno (OTIV-06.04)
Ngodi ra, DNQC TPCN cdn.ld nhtng k6t hqp la, rtQc tl6o nhu: Khi n6i vd vi6c ngt rling gio, thi giAc,
orlv su dung cltm tt vd sinh gi6c ngu (05.05); Biy c6ch <16 si6ng n6ng, lirm viQc hiQu qud, nguoi tao DN c6 ciich n6i: c ng oriv than khdo mgo "tdnh xa viras bdi'vi bdt ildu ngay tdm vidc hpc tdp diy ndng luqng nhi! (03.02)
Nhang klit hqp tu ngt moi xuAt hi6n 42ldnl.34 di6n ng6n, gitp di6n ng6n th€m thri vi, thu hrit rlugc
md thay vi tao cim giiic nhdm chiin, binh thuong chung t6i th6y, mdc dir c6c ket nqp * ngu moi lim m6i cho DNQC TPCN nhrmg chtng dugc su dr,rng pht hgp trong gio han cho ph6p ctrip nfLan auoc
Anh (goi li ch6m xen ti6ng Anh), la m6t trong nhihg hiQn tuqng ph6 biiln cria ng6n ngt tr6n m4ng xa hQi
vd cing nhu ciic ngdn-ngri trong cic giao ti6p khrlc Nhin theo huong tich cuc vi6c chem xen ti6ng Anh c6 th€ girip nguoi rqo diLin ng6n vd khich hing ti6m ning k}6ng gep kh6 khan trong viQc dich cric nhfng nr chuyen nganh tieng Anh sang ti6ng viQt, nh6r Ii nhtng truong hqp kh6ng c6 tu tuong duong hoac kh6 Jich sat.nghia ch[ng- r6i.thiy c6 8/8 nh6n hang c6 hiQn tuqng chlm ien ti6ng Anh trong oNqt,
"a t, tidng Anh xuet hiQn 226 lin1205 DN Cht y€u li cric tu chi cric kh6i ni6m moi thuQc cric linh 4rc xa hQi, khoi
hoc, vin h6a, c6c thao t6c tren mang xa h6i, intemet- nhu: silp, crush, vedette, like, share, commenr, inbot,
online c c tu ti6ng Anh rlugc ch6m xen c6 th6 ld danh tt, it6ng tu Vi dy: phi ship siau tru ddi chi I0,000t1/don hdng (wr), phi sirp li phi giao hing; qud tdng gim b6 Flashcari khtin'phd vdn h6a Hdn Qu6c vii Men vi sinh Yunpr (Yunpro - 30.1l),/ashcard Ii thd th6ng tin girip hQc nhanh, thuong sri dung trong vi6c hgc ng6n ngri cic d6ng hr chi thao tdc tr6n mang xi hQi Facebook nhu fite , share, comment, tag , xuAt hi6n rdt nhi€u.nong DNQC TPCN Trong s5 d6, c6 nhtng tu k}o rim hr thay th6 nhu: Hdy uing nhiiu nuoc, masssge mdt, thudng xuyen chop mdt khi ldm viic ltiu (wlr - 25.03), zassage thuong dugi dch li "xoa b6p", n6u dtng "xoa Mp mit troic xoa mit" thi i<tr6ng hqp nghia
(4) Ngofic kep voi t* ngt xu hrong
iqq t ."_" .alg L" h6i vi su dung tu ngt hong DNec theo xu hu6ng tl6 Nhang tt ngfr xu huong c6 rt Dt loi brii hrit n6i ti6ng, tcn nhtng tht thrich, tu ngt dtng theo rrio luu mang xe h6i, hr ngt duqc lan-tda o c6c
chuong trinh mryin hinh thgc t€ phrit ng6n cta nghg si n6i tieng ctring auqc d4r"trong'd6; ngoac kep.
Yi dr1: "sotii ca" bdo vQ m& truoc dnh sdngxanh (wIT - 18.09),-sorii ca bEt ngudn nr vajqc mang rrung
Qu6c, chi nhang nam thanh ni6n uu tti, ktri chAt, tai rfing; s6m Angela Goid cdi thiQn khd nan[ "a ai
iIYa" cho hdng triiu phu n* Viel Nam vd tro thdnh v khi bi mdt duoc cdc chi em tin ditng su& niiiu ndm
ray (Sdm_Angela Gold - 18.06), ili du dua li loi trong bdihit Di clu ihra di cia ca si Biih phumrg, <Iuoc
dtng dd chi khorinh khdc choi dia, thu ginn wi vd ciing nguoi y6u Nhmg dl dz dua trongDNeC cta Khi
S6m Angela Gold c6 nghia li "cei thiCn khe nAng sinh li cta phu nA"
Ngoii ra, DNQC TPCN cdn c6 nhiAu O ngt duo c sri dgng theo trdo luu cr]a mang xi h6i Facebook, chung cnng duo c dit trong ngo[c kdp nhu: L c il6 t6i mang cdm gidc lo sq chdng vi ithieu indn', ma c6
"ti6u tam" o ban ngodi-(16.07); Khi ngni ddn 6ng dd c6 m6t co.iq ttlp, rdi gioi, ydu thwng vd hlt ldng yyn d? tlrh
"A*.md vdn ra_ngodi tim-"Tuesday ihi qud thQ;t khirin nguoi ,, fnAri *iAi ,naf^i, tts.otl.
Hai tt fieu nm vd tuesday dugc sri dung nhi6u tr6n mang xi hQi, oeuini nguoi thi ba ph6 hoai hanh phric gia dinh cria ngudi khric.
Nhin chung, vi6c su dung ru ngt xu huong cho.thiy nhdn hing nhay b6n, niim b6t xu hu6ng su dung 1F9 1gy ,e Jl "ho DNQC c6 vi thoi thuong, d6 ti6p crin oong thoi, tai duqc su thich tht, hrm-g thti cho khrich hang ti6m n6ng.
Trang 6D{c rli6m tt ngii | 49
KhAu ngt ln nhirng tu ngt tl6c tnmg cho ng6n ngi n6i, c6 tinh tU do ph6ng kho6ng, ituo c st dung trong giao tiiip thin m6t Qua khrio s6t, chring t6i thiy tu ngt khiu ngt xuit hie n 26 tar/ 20li6n ng6n, c[ng
dugc dat trong d6u ngoic kip, cdn <Iugc in hoa vd in ttflm Nhiing tu ngrl khAu ngtr ndy grtp ctro ONqC
M\Ig 191 g PlLeqqii voi khich hing ti€m nang ctringlan ncur col,roil-e ,; xE Ho{cH
DU xuAN vl MAT Mo YEU, MET Mol!!/ (wlr - 14.01), toang bi6,t thi k6 hoach k*r6ng thanh Tri ngt kh6Lu ngu c6 tha le ciic qudn ngri, thanh 1st c6 tinh tlua aiy ao aon sinh <lQng ching ian "chgy tiy
*hbng khdi ndng)' vqil'ldm sao da ban vdn c6 rhi tdng.sdng bdt chdp rhdi At nhiit d6 (S1trn Argela Gold
- 05.05), chqy troi kh6ng khdi ndng li ngt c6 nghia bi6u tnmg, nhrmg trong DNQC TPCN lqi mang nghia den (<ti ngodi troi chic chin chiu inh huong ti6u cuc cria 6nh ning)
-Nhin chung, cric tu ngt drinh diu hinh thtc bing ngoflc kdp c6 khn nlng ndn th6ng tin, tao su nh6n mpnh cho DNQC TPCN Dac biQt, chtng cdn thd hien dugc nQi dung t6 nhi, t?o n6n su rl6i tl6o cho eNeC cta nhin hdng.
3.2.2 Tn ngtvi& it
Tu ngt vi6t tit hong DNQC TPCN ld nhfrng_tu tlugc t4o n6n bing cich chi ghi cht cii rliu cta im tit5t
thrS hiQn chuydn nginh duqc nhu GACP (Good Agricultural and Collection Practices tuc Thgc nanh rOt nJOi
tr6ng vA thu h6i); (2) Cric tu ngt khric nhrmg dE hi6u, d6 <lo6n crich viiit nguy6n dang cta chring, nhu: Bqn hodn todn an tdm vi SP ldnh tinh tuyAt ttu;i (T.,e Linh - 03.03), Sp ld sin phAm; BTb sd chon ia ngroi c6 thdi gian tldng bdi som nhh (Pimum - 06.03), BIC li ban t6 chuc Nhan fiang Brio Xuin co nr ngt-vltit tit SD,'(c6 nghia ld "s6 aien thoai") xu,it hien.48.lAr/ 48 di6n ng6n V6 m.{t gia tri, tu ng& vi6t rit trong DNeC
TPCN gitp tiCt ki6m thoi gian Tt ngt virit t'lt trong DNQC TPCN hiu h6t ld cric tu ngir c6 thii hidu <tuoc
vi ch6p nhAn dugc, chring kh6ng griy phin ciLrn.
4 K5t tugn
_ Bdi vi6t cho th6y ttr ngt trong DNQC TPCN kh6ng chi c6 chuc nang thtS hiQn nQi dung j ngliia cua
di6n ng6n, mi cdn anh huong hiQu qud giao ti€p vi th6 hiQn tlugc <lic tnmg cta lo.ai DNQC nny Chung ldm cho DNQC TPCN c6 tinh moi m6, linh hoat, c6 sric thu htt vi thuy6t phuc Ching han, viQc st dgng c6c
thuAt hgfr v hoc cung cip tliy dri nhfrng th6ng tin can *riet vC Ugnl
't
i, ptruong pnaf aieu tri lam tnng <16
tin c{y cho di6n ng6n ViQc su dung c6c tu-ngt <trinh diu hinh thuc Uing ngo6i k6p voi nghia ctruydn, t<iit hqp ti ngt moi moi, tu ngtr xu huong, khAu ngt, ch6m xen ti6ng Anh girip DNeC sinh tlQng, gin gfli hon voi kh6ch hang ti6m ning, ttrng hi6,u quri quring crio C6 th6 n6i, tu ngt trong DNeC TPCN vua ih6 hi6n mqc tlich cua DNQC quri trinl rao di6n ng6n vi quri trinh tiiip nndn diEn ng6n, vua g6p phin th6 hiQn nghia kinh nghidm vir nghia quan hQ cria DNQC TPCN Nghia kinh nghiQm, nghia quan hQ li vin dd li6n
tronS mQt s6 vdn d€ cua li thuyCt ndy Vi viy, 116 m6 tri cl6y tlt, h6 th6ng rlec tli6m cta DNQC TPCN, nguoi nghiEn cuu c6n mo r6ng, khdo siit c6c y6u t6 khic thuQc ngt vlrc cira DNQC TPCN tr6n m4ng x6 h6i
TAI LIEU TIiAM KHAO
l DiQp Quang Ban, Giao ti6p di6n ng6n vd ciu qo cia vdn brin, Nxb Gi6o dgc, 2009.
2 Mai Xu6n Huy, Ngrin ngi qudng cdo duni dnh sdng cia lj' thuyir gr'ao ttep, Nxb Khoa hqc xi h6i, 2005.
3 Nguy6n Hdq Ptrirn tich di6n ng n - Mdt sti viin ai ry, ba:n vd phtrung ptuitp, NxbDar hqc Quit gia Hd NQi, 2003 Tiring Anh