INTRODUCTION
Rationale for the study
In today's developed world, the introduction of thousands of new products and services daily has transformed advertising into an art form focused on informing and persuading customers In a highly competitive market, businesses invest significant budgets to establish their brand image Slogans serve as the core of advertisements, delivering the most crucial and concise messages to consumers Clever and impactful slogans can create lasting impressions in the minds of potential customers.
A slogan is a crucial marketing tool that distinguishes a brand from its competitors, making it appear uniquely appealing to customers Crafting an effective slogan is challenging, leading to the emergence of a profitable industry dedicated to slogan design This process demands a deep understanding of linguistic elements such as phonology, lexicology, syntax, semantics, and pragmatics.
Determining what constitutes a successful slogan is complex and varies based on the type of products or services, the geographical region, and the target customer demographics To achieve more comprehensive insights into the language used in slogans, it is beneficial to focus on a specific category of products or services for analysis.
Effective slogans are memorable, concise, and easy to recall Kevin J Clancy, President and CEO of Marketing Consulting Copernicus, emphasizes that a successful slogan involves crafting two or three impactful words or phrases that resonate with consumers, leading them to subconsciously choose your product and share it with others Professional slogan creators meticulously design official business slogans, utilizing various techniques to convey their message in a clear, informative, and persuasive manner However, developing a compelling slogan that effectively captures the product's image and motivates customer purchases can be challenging.
Therefore, “An investigation of linguistic features of some English and
The article explores Vietnamese advertising slogans to equip English teachers, learners, and Vietnamese advertisers with essential knowledge of advertising language It aims to enhance their understanding and effectiveness in using this language in future endeavors, facilitating integration into the international market Crafting impactful slogans with just a few words is more challenging than it seems, making the study of successful slogans a valuable resource for uncovering intriguing insights into the art of language use in advertising.
Aims and objectives of the study
This study aims to explore the linguistic features of advertising slogans in English and Vietnamese, focusing on lexical, syntactic, and stylistic elements By analyzing these characteristics, we can identify the similarities and differences in the language features of both languages.
This study aims to analyze the linguistic features, syntactic structures, and stylistic devices in English and Vietnamese advertising slogans, focusing on phonetics, lexicology, grammar, semantics, and pragmatics Additionally, it will compare these slogans to identify their similarities and differences The findings will provide insights to enhance the effectiveness and professionalism of Vietnamese advertising language.
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 What are the similarities and the differences from the linguistic features of certain English and Vietnamese advertising slogans ?
Scope of the study
The research analyzed 60 well-known advertising slogans in both English and Vietnamese, examining their linguistic characteristics, including phonetics, lexicology, grammar, semantics, and pragmatics The study highlights the similarities and differences in the linguistic features of these advertising slogans across the two languages.
A B.A thesis cannot comprehensively address the extensive topic of business slogans; therefore, this study focuses on specific stylistic features of selected English and Vietnamese advertising slogans The analysis includes a sample of 30 English and 30 Vietnamese slogans, representing well-known brands from both Vietnam and abroad These slogans are categorized into four common sectors: finance and banking, telecommunication, broadcasting and publishing, and food and drinks, ensuring an equal distribution across each category.
Significance of the study
This study offers significant theoretical and practical insights Theoretically, it identifies key linguistic features in well-known advertising slogans, including phonetics, lexicology, grammar, semantics, and pragmatics Practically, the findings can enhance the knowledge base for marketing educators and students, as well as assist slogan creators and local or national authorities in effectively applying these discourse features in 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
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.
DEVELOPMENT
1.1 REVIEW OF PREVIOUS STUDIES (AT HOME/ABROAD)
Advertising in Vietnam is still in its early stages compared to the mature industries in the United States and Europe This relative inexperience has led to a significant gap in research within the Vietnamese advertising sector when compared to other countries.
Advertising is regarded as a significant industry in the United States and Europe, with notable research contributions such as Geoffrey N Leech's "English in Advertising" (1996), Gillian Dyer's "Advertising as Communication" (1982), Lars Hermeren's "English for Sale" (1999), and Guy Cook's "The Discourse of Advertising" (2001) These works are valuable not only to language students but also to general readers, as they explore the language of advertising and its impact on audiences While these studies provide in-depth insights into advertising concepts, they often focus on specific theoretical aspects, leaving some areas unaddressed This prompts a further analysis of "what is advertising" and the various features directly related to it.
Research has examined specific language features in advertisements, including works such as Michel Monnot's "Selling America: Puns, Language and Advertising" (1982) and "Pictorial Metaphor in Advertising."
Char Forceville (1998); “Advertising language: A pragmatic approach to advertisements in Britain and Japan” by Keiko Tanaka (1994) In Vietnam,
LITERATURE REVIEW
Review of previous studies (at home/abroad)
Advertising in Vietnam is still in its early stages compared to the more developed industries in the United States and Europe This relative inexperience has led to a significant gap in research within the Vietnamese advertising sector when compared to other countries.
Advertising is regarded as a significant business sector in the United States and Europe, with notable research contributions such as Geoffrey N Leech's "English in Advertising" (1996), Gillian Dyer's "Advertising as Communication" (1982), Lars Hermeren's "English for Sale" (1999), and Guy Cook's "The Discourse of Advertising" (2001) These works are valuable not only to language students but also to general readers, as they explore the language of advertising and its impact on audiences While these studies provide in-depth insights into advertising concepts, they often focus on specific theoretical aspects, leaving some areas unaddressed This prompts a further analysis of "what is advertising" and the various features directly related to it.
Research has examined specific language features in advertisements, including works such as Michel Monnot's "Selling America: Puns, Language and Advertising" (1982) and "Pictorial Metaphor in Advertising."
Research on advertising language in Vietnam includes significant works such as Mai Xuan Huy's PhD thesis (2001) on the features of advertising language through the lens of communicative theory and Ton Nu My Nhat's study (2005) These studies emphasize common linguistic characteristics in advertising, utilizing various theories related to advertising functions, including puns, metaphors, pragmatics, and communication They highlight the essential role of linguistic features in advertising creation, providing valuable insights for language learners and offering a comprehensive overview of advertising language characteristics This research facilitates the exploration of both similarities and differences in foreign language features globally and specifically within Vietnam.
In 2004, Nguyen Kien Truong compiled various articles on advertising language in his book titled “Quảng cáo và ngôn ngữ quảng cáo” (Advertising and the Language of Advertising).
At the institutional level, several MA theses have been conducted, such as those at Vietnam National University, Hanoi College of Foreign Languages Notable works include Hoang Thi Thuy's 2005 thesis on advertising language in trade and Tran Thien's study on presupposition and implicature in English and Vietnamese advertising slogans.
Tu in 2007 and another on “An Investigation into the Style of the English
The article "Language Used in Advertising Slogans issued by some World-Famous Airlines" by Bui Thi Bich Thuy (2008) explores the unique characteristics of advertising language, particularly focusing on slogans Building on previous research, this study aims to identify similarities and differences in stylistic features between English and Vietnamese advertising slogans The author hopes that this contribution will be valuable for future studies.
This study highlights the significance of slogans in the global advertising industry by evaluating two representative works from both domestic and international contexts.
In his book "Discourse (Language Teaching: A Scheme for Teacher Education)," Guy Cook (1989) provides a comprehensive understanding of discourse, defining it as a form of communication that may include grammatical errors and can range from simple expressions to complex literary works He emphasizes that the essence of discourse lies in its ability to convey meaning and be recognized as coherent by its audience Consequently, advertisements and slogans qualify as forms of discourse, serving as concise messages from manufacturers or service providers to their customers.
The significance of crafting effective advertising slogans is highlighted in Bui Thi's study, "An Investigation into the Style of the English Language Used in Advertising Slogans Issued by Some World-Famous Airlines." This research underscores the impact of language style in creating memorable and persuasive slogans that resonate with consumers.
Bich Thuy (2008) explores the characteristics of English language used in airline advertising slogans, revealing the percentage of slogans that exhibit these features The study highlights the implications for creating effective advertising slogans, particularly in the airline industry, and suggests areas for further research It emphasizes the significance of language in advertisements, as it requires skill to convey deep meanings through concise messages By analyzing 50 airline slogans, the research identifies common traits among successful airlines, providing valuable insights for airline advertisers.
The analysis of various advertising projects reveals intriguing characteristics of advertising language, particularly in slogans By examining the lexical, syntactic, and stylistic elements of these slogans, we gain valuable insights into their effectiveness This study also highlights the similarities and differences in slogan language between Vietnamese and international companies, building on previous research Ultimately, this exploration enhances our understanding of the companies' growth trajectories, business strategies, and the metaphorical meanings embedded in their slogans, with the hope that these findings will prove beneficial in the future.
Review of theoretical background
1.2.1 Statement of theoretical framework chosen
An indispensable thing is the information of slogans, advertising and advertising slogan:
The term "slogan" originates from the Scottish Gaelic word "sluagh-ghairm," meaning battle-cry According to the Longman Dictionary of Contemporary English (1995), a slogan is defined as a short, memorable phrase utilized by advertisers, politicians, and others Essentially, a slogan serves as a catchy motto that encapsulates an idea or purpose across various contexts, including political and commercial realms It acts as a condensed message that advertisers aim for customers to remember, significantly enhancing the product's identity While often paired with a logo, a slogan is considered more impactful, as consumers tend to recall and repeat a tagline more readily than they do a logo.
Slogans are essential for making businesses memorable, but poorly executed slogans can lead to negative outcomes Numerous cautionary tales exist about famous advertising slogans that have failed Companies, particularly large global corporations, have faced challenges when promoting their brands internationally A notable example is Pepsi's slogan, "Pepsi Brings You Back to Life," which was well-received in Europe but translated to "Pepsi Brings Your Ancestors Back from the Grave" in China, highlighting the importance of cultural sensitivity in marketing.
Your Ancestors Back from the Grave." Clearly, that was not what Pepsi planned, and if it had not been changed, it could have hurt the Pepsi brand severely
Advertising, as defined by Bovee (1992), is a nonpersonal communication method that conveys information about products, services, or ideas, typically funded by identified sponsors through various media channels Unlike interpersonal communication, which involves direct interaction between presenters and listeners, advertising targets the general public or specific groups Churchill, Jr and Peter (1998) further elaborate that advertising encompasses any persuasive message disseminated in mass media, whether through paid or donated space, aimed at informing audiences about products and fostering customer loyalty by enhancing perceptions of quality and reliability.
Advertising slogans serve as a powerful tool for communicating and attracting clients through impactful words and phrases They encapsulate the essence of a business, combining creativity and strategy to create a lasting first impression in the minds of consumers Typically positioned near the brand name or logo, an advertising slogan acts as a verbal logo, reinforcing brand identity and recognition.
1.2.2 Review of theoretical preliminaries employable as tools for conducting the thesis
* In order to do this research, we need to have a clear understanding of the following theories:
Translation involves changing the form of language, which includes words, phrases, clauses, sentences, and paragraphs Its primary purpose is to convey the meaning from the source language to the receptor language This process transitions from the structure of the source language to that of the receptor language while maintaining the original meaning The source language refers to the form being translated, while the receptor language is the form into which the translation is made.
Cultural exchange is a vital aspect of globalization and international integration, impacting all cultures It allows cultures to embrace new and progressive ideas, enriching their values while promoting their image and cultural assets, particularly in economic exchanges Consequently, countries are keen to explore the dynamics and effects of cultural interaction to leverage its positive aspects in shaping their cultural diplomacy policies.
Phonetics is the study of the speech sounds in a language or group of languages, focusing on the systematic classification of these sounds produced in spoken communication This field plays a crucial role in the analysis and practical application of language studies.
Lexicology is a branch of linguistics concerned with the significance and application of words
Grammar examines the categories of words, their variations, and their roles and relationships within sentences, highlighting preferred practices and common pitfalls in inflection and syntax.
Semantics involves the exploration of meanings, encompassing historical and psychological analyses, as well as the classification of changes in word signification This field is essential for understanding the factors that contribute to linguistic development.
Pragmatics is a field within semiotics and linguistics that explores the relationship between signs or linguistic expressions and their users It focuses on how sentences relate to the context in which they are used.
Summary
1.3.1 Business Slogan – Another Term of Advertising Slogan
There are three main types of slogans: life slogans, career slogans, and business slogans, each playing a significant role Among these, business slogans are the most prevalent, appearing in various forms throughout our daily lives.
The Oxford Collocations Dictionary defines "business" as the buying and selling of products, highlighting the role of advertising as a crucial tool for companies to showcase their items to potential customers Business slogans serve as concise advertising phrases that encapsulate the core message of a product or service, effectively communicating its value to the audience.
Slogans are vital to a company's image, regardless of its size A well-crafted slogan or tagline plays a crucial role in branding and is one of the most important tasks for an advertising firm Every business, whether large or small, needs a tagline to effectively promote its image, making it essential for even the smallest companies to have a memorable slogan.
That is why advertising slogans are referred to as "business slogans" or
Company slogans play a crucial role in advertising as they encapsulate the core message that businesses aim to communicate to their customers These catchy phrases are essential for introducing and promoting a company's products or services This article will explore the language of advertising, including commercials and slogans.
Advertising is a well-established industry in the United States and Europe, while Vietnam's advertising sector is relatively young but has experienced significant growth in recent years This disparity has led to a notable difference in the volume of research conducted on advertising between Vietnam and other countries Consequently, various studies have explored advertising language, uncovering unique and intriguing characteristics, particularly in slogans Building on previous research, this article aims to identify specific stylistic features in English and Vietnamese advertising slogans.
1.3.2 Advertising as a Form of Communication
Communication is essential in human life, serving as a form of social interaction through messages (Fiske, 1990) It occurs in social contexts, where messages are subtly transferred between individuals Fiske highlights that these messages encompass not only information but also the relationship between speakers and listeners However, this definition may be considered overly broad and vague.
Communication, as defined by Bovee and Thill (2000:57), encompasses various forms, including written, spoken, verbal, and nonverbal methods, facilitating the process of sending and receiving messages This aligns with the definition provided by Saundra Hybels and Richard L Weaver (1992:7), emphasizing the multifaceted nature of communication.
Communication is a multifaceted process through which individuals exchange information, ideas, and emotions It encompasses not just verbal and written language, but also body language, personal mannerisms, and the context in which the interaction occurs, all of which contribute to the meaning of a message This definition highlights that communication is a continuous activity enriched by various elements.
To get their communications understood in specific contexts, communicators would opt to employ the elements that are most beneficial and available in such circumstances
For Shannon (1948: 379-423 and 623-656), he breaks the process of communication down into eight discrete components:
1 An information source Presumably a person who creates a message
2 The message, which is both sent by the information source and received by the destination
4 The signal, which flows through a channel
5 A carrier or channel The most commonly used channels include air, light, electricity, radio waves, paper, and postal systems
6 Noise, in the form of secondary signals that obscure or confuse the signal carried Today we use noise more as a metaphor for problems associated with effective listening
7 A receiver In Shannon's conception, the receiving telephone instrument In face to face communication a set of ears (sound) and eyes (gesture) In television, several layers of receiver, including an antenna and a television set
8 A destination Presumably a person who consumes and processes the message
Shannon's communication process model (1948) effectively outlines the flow of messages from source to destination, offering valuable insights into the elements of communication This framework can greatly assist students in understanding and improving their communication skills with others.
Advertising, as defined by Bovee (1992), is a paid, nonpersonal communication that conveys persuasive information about products, services, or ideas from identified sponsors through various media Unlike interpersonal communication, which involves direct interaction between individuals, advertising targets the public or specific groups rather than individuals.
Advertising is defined as a persuasive message or announcement disseminated through mass media, whether through paid or donated space, by a recognized individual, company, or organization Its primary purpose is to inform and persuade audiences about products, while also enhancing the perception of the organization's quality and reliability This strategy aims to foster customer loyalty and encourage repeat purchases.
Advertising serves as a form of socio-cultural communication that connects advertisers with customers As a communicative activity, it shares fundamental principles and procedures with other communication types.
Although the major goal of advertising is persuading, it can accomplish this goal in a variety of ways
The main goal of advertising is to capture customer attention, serving as the initial step in persuasion To accomplish this, some companies resort to creating ads that may seem annoying or even silly, as memorable content tends to stick in people's minds longer than ordinary messages.
Advertising serves to capture consumer interest through various engaging elements Techniques such as attention-grabbing sounds, vibrant visuals, catchy jingles, humorous narratives, and surprising phrases can effectively stimulate audience curiosity.
METHODOLOGY
Research governing principles
This study employs a mixed-methods approach, integrating both qualitative and quantitative techniques Initially, it analyzes advertising slogans to identify and categorize their stylistic features Subsequently, a quantitative analysis is conducted to compare the similarities and differences between Vietnamese and English slogans Additionally, the research incorporates complementary methods, such as exploring specialized advertising knowledge and examining the economic, social, and cultural factors that influence the topic, along with personal observations.
1 What are the linguistic features of English and Vietnamese advertising slogans?
2 What are the similarities and the differences from the linguistic features of certain English and Vietnamese advertising slogans?
This article explores online resources featuring 30 advertising slogans in both English and Vietnamese, highlighting their linguistic characteristics It covers curriculum subjects such as phonetics, lexicology, grammar, semantics, and pragmatics, while also referencing relevant books and studies that analyze the unique linguistic features of these slogans.
Approach: The collection of data carried out through non-intrusive and non-manipulative procedures
Principle for data collection/analysis: The data analyzed descriptively and interpretively
In this study, we analyze 60 advertising slogans, comprising 30 from Vietnam and 30 from English-speaking countries, to identify their stylistic similarities and differences The English slogans are sourced from a reputable database, highlighting their effectiveness and success in global business These slogans reflect the advertising strategies of leading companies, showcasing current trends in slogan creation that influence their marketing approaches.
The population of 30 English advertising slogans to be investigated is considered large enough as it includes:
● Some famous companies, many of which are from English-speaking nations in Europe that are well- known for their services
● Some randomly-chosen slogans in the database of advertising slogans to ensure the generalization of the study All the slogans are originally English
● We do not collect the translated ones
This article presents a collection of 30 English and 30 Vietnamese advertising slogans, categorized into finance and banking, telecommunications, broadcasting and publishing, food and drinks, and fashion, with an equal distribution across each category The selection of Vietnamese slogans features well-known brands, effectively representing the current trends in slogan creation within the country Notably, the analysis excludes foreign companies operating in Vietnam.
This study aims to analyze the prevailing trends in advertising slogans by examining and comparing selected slogans based on common linguistic and stylistic features By identifying the techniques most frequently employed by advertisers, the research will utilize a qualitative method to analyze 60 slogans in both English and Vietnamese The results will highlight the most commonly used features among slogan creators and reveal the differences in language style between English and Vietnamese advertising slogans Findings will be presented upon the completion of the research.
A slogan serves as a concise and impactful message that advertisers aim to convey to consumers, making every element crucial for effective communication Crafting a successful slogan involves careful consideration of the choice of words, their arrangement, the underlying implications intended by the advertiser, and the auditory appeal when spoken.
This section explores the stylistic features of English and Vietnamese advertising slogans through the lenses of graphology, phonology, lexicology, syntax, and semantics Each perspective will be analyzed by examining subtypes to provide a detailed investigation of their linguistic styles.
2.1.4.1 Graphetic Features a Consistent use of initial capitalization
The advertising slogan, like a headline, employs initial capitalization to attract more attention or to emphasize every word it says in order to impress the reader
Regarding slogans investigated in the study, there are some English advertising slogans employing initial capitalization consistently
In Vietnamese, no advertising slogans use this technique Vietnamese advertising slogans only capitalize the first letter or the proper name in the slogan b Inconsistent use of initial capitalization
In advertising slogans, the initial letters of certain words, including brand names, are capitalized to emphasize their significance These key words often encapsulate the essence of the slogan, making them the most important elements in conveying the intended message.
Among 60 advertising slogans investigated, only 3 English slogans use initial capitalization inconsistently:
Coca cola It‟s the Real Thing
Calvin Klein Between love and madness lies
The slogan of ABC emphasizes the word "One," signifying the brand's top-tier status Coca-Cola's slogan highlights authenticity through the capitalization of "Real Thing," reinforcing its genuine nature Meanwhile, Calvin Klein's slogan centers on "Obsession," conveying the intense allure that the brand embodies.
In this study, it was found that none of the 60 advertising slogans utilized full capitalization, despite the need to emphasize each letter or maintain a neat and tidy appearance in their messaging.
From the perspective of phonology, the two most noticeable phonological items employed here are rhymes and alliteration a Use of rhymes
Rhyme is a powerful tool for enhancing memorability, making it easy to remember poems and songs due to their rhythmic nature Advertisers leverage this technique in both English and Vietnamese, using rhyming slogans to create lasting impressions in consumers' minds.
The English slogan is often rhythmised with the brand name Therefore, the brand name is always haunting in customers‟ minds
Natwest Bank To save and invest, talk to Natwest
The rhyming effect between the slogan and the brand name “Natwest” helps customers not to forget the bank‟s name
Vietnamese slogans, much like their English counterparts, employ rhyme, but they do so uniquely The rhyme is achieved through parallel structures, where the word in the second structure rhymes with the word in the first.
Nhà xuất bản khoa học kĩ thuật
Nâng tầm tri thức, vững chắc tương lai Broadening the knowledge, securing the future
Nhà xuất bản trẻ Nuôi dưỡng tâm hồn – Khơi nguồn trí thức
Nourish the soul – Enlarging the knowledge
Dệt kim Đông Xuân Khẳng định uy tín – Giữ trọn niềm tin
The first slogan features a rhythmic pairing of "chắc" with "thức," showcasing an uneven tone In the second slogan, "nguồn" and "hồn" create a partial rhyme Lastly, the third slogan establishes a cohesive tone through the rhyme between "tin" and "tín."
Thus, rhyme is a typically phonological feature of advertising slogans b Use of alliteration
Alliteration can help the slogans achieve the strong beating rhythm needed to make it a repeatable sentence They can be easily remembered by the audience:
Allied Irish Bank Britain's best business bank
This effect is achieved by beginning each word with the same letter “b” in those words as “Britain”, “best”, “business”, and “bank”
Alliteration creates a powerful rhythmic effect, making English slogans that utilize this technique relatively rare This difficulty in crafting alliterative slogans also explains the absence of such elements in Vietnamese advertising slogans.
From the lexical point of view, there are some typical lexical items that are noticed as the following: a Common uses of first and second person addressee “you”, “we”, and
Using the second person "you" in slogans creates a personal connection between the product and consumers, making it feel as though the advertiser is engaging in a face-to-face conversation This approach fosters sincerity and trust, enhancing the likelihood that customers will respond positively By making consumers feel valued and prioritized, advertising slogans effectively motivate them to take action.
O2 See what you can do
ManuLife Insurance For your future
FINDINGS AND DISCUSSIONS
Findings and discussions on graphetic features
This table below summarizes the findings of graphetic style of advertising language used in English and Vietnamese slogans:
Table 3.1: Graphetic Features of English and Vietnamese Advertising Slogans
Consistent use of initial capitalization
Inconsistent use of initial capitalization
Findings and discussions on phonological features
Table 3.2: Phonological Features of English and Vietnamese Advertising
Phonological techniques are rarely utilized in English and Vietnamese advertising slogans In English, only one slogan employs rhyme and another uses alliteration, while Vietnamese slogans feature three instances of rhyme but no alliteration This trend can be attributed to the complexity of phonology in language Crafting a slogan that incorporates rhyme or alliteration involves various factors, including the brand name, the intended message, and the compatibility of available words, making the slogan creation process quite challenging.
It is interesting that the proportion of Vietnamese slogans using rhymes (9,99%) is bigger than that of English slogans (3,33%) It may result from the tone in each Vietnamese word.
Findings and discussions on lexical features
Table 3.3: Lexical Features in English and Vietnamese Advertising Slogans
Common uses of first and second person addressee “you”, “we”, and “us”
Use of “every” “always”, etc 2 (6,66%) 1 (3,33%)
Use of “no”, “none”, etc 1 (3,33%) 0 (%)
Use of geographical names and band names
In terms of lexical features, there is a big difference between English and
English slogans frequently utilize first and second person pronouns like "you," "we," and "us," more so than their Vietnamese counterparts This approach enhances their persuasive power, as it creates a sense of sincerity and direct communication with consumers As a result, consumers perceive the producer as engaging in a personal dialogue, making promises, and offering honest recommendations.
Unqualified comparisons are more effectively used in English advertising slogans compared to their Vietnamese counterparts This is largely due to the extensive history of the advertising industry in Europe and America, where advertisers are highly skilled in utilizing techniques that lead to the creation of impactful slogans.
The statistical analysis reveals a significant difference in the use of brand names in advertising slogans, with 29.97% of English slogans incorporating brand names compared to just 6.66% of Vietnamese slogans This indicates that foreign businesses prioritize brand recognition, compelling consumers to remember their names, products, and services In contrast, Vietnamese advertising slogans tend to be less distinctive, often lacking clear identification without accompanying logos.
Number of Words in Advertising Slogans:
Table 3.3.2: Number of Words in English and Vietnamese Advertising Slogans
One-word slogans fail to capture the rich, multi-layered meanings intended in advertising Slogans with six or eight words are preferred over seven-word slogans due to their use of parallel or contrasting structures, allowing for concise phrases of three to four words, which are optimal in length Interestingly, while two and three-word slogans dominate in English, they are virtually nonexistent in Vietnamese, where a minimum of four words is necessary to convey similar depth.
The difference in parallel structures between English and Vietnamese slogans is notable English often utilizes 3-6 structures, where each phrase typically consists of three words In contrast, Vietnamese slogans favor 4-8 structures, with each phrase containing four words This indicates that advertisers in Vietnam tend to prefer creating slogans with 4-8 parallel structures.
Nhà xuất bản khoa học kĩ thuật Nâng tầm tri thức, vững chắc tương lai Broadening the knowledge, securing the future
Dệt kim Đông Xuân Khẳng định uy tín – Giữ trọn niềm tin
Therefore, it is not surprising that there are 13 four-worded Vietnamese slogans, accounting for 43,29% of total investigated Vietnamese advertising slogans.
Findings and discussions on syntactic features
Table 3.4: Syntactic Features in English and Vietnamese Advertising Slogans
Use of short simple sentences
The primary syntactic feature in both English and Vietnamese advertising slogans is the use of phrases However, English slogans stand out due to their incorporation of various sentence structures, including short simple sentences, everyday sentences, interrogative sentences, and imperative sentences, making them more engaging and dynamic In contrast, Vietnamese advertising slogans tend to be more monotonous, primarily utilizing one- or two-phrase structures, with each phrase typically consisting of just three to four words, which is the preferred length Among the 29 phrase-structured Vietnamese slogans analyzed, many exhibit a similar sound.
GP Bank Cam kết thành công
Vinaphone Không ngừng vươn xa
Techcombank Giữ trọn niềm tin
And there are five slogans with parallel structures:
Nhà xuất bản khoa học kĩ thuật Nâng tầm tri thức, vững chắc tương lai
Broadening the knowledge, securing the future
Nhà xuất bản trẻ Nuôi dưỡng tâm hồn – Khơi nguồn trí thức
Nourish the soul – Enlarging the knowledge
Vinamilk Chất lượng quốc tế - Chất lượng Vinamilk
The international quality – The Vinamilk quality
Trà thảo mộc Dr Thanh Thanh lọc cơ thể, không lo bị nóng
Refreshing the body, pushing back the heat
Dệt kim Đông Xuân Khẳng định uy tín – Giữ trọn niềm tin
All Vietnamese brands follow the trend to create slogans which are phrases or parallel structures
3.5 FINDINGS AND DISCUSSIONS ON SEMANTIC FEATURES
This study focuses on two key linguistic phenomena: word puns and semantic ambiguity, analyzing 30 English slogans Among these, only 2 utilize puns and 5 exhibit semantic ambiguity, highlighting the diversity and complexity of English slogans In contrast, Vietnamese advertising slogans, while attempting to adopt similar techniques, tend to be straightforward and clear, with no instances of puns or ambiguity found in the 30 slogans examined.
3.6 FINDINGS AND DISCUSSIONS ON THE SIMILARITIES AND THE DIFFERENCES
The similarities mostly lie in lexical and syntactic features
In both English and Vietnamese advertising slogans, the use of first and second person pronouns such as "you," "we," and "us" effectively narrows the gap between producers and consumers, fostering feelings of recognition, care, trust, and belief Additionally, these slogans often highlight the timelessness of products, addressing customers' desire for assurance with terms like "every" and "always." This approach underscores the company's unwavering commitment and signifies the universal applicability of their products, aiming to attract a broad audience of potential customers.
Effective advertising slogans in both English and Vietnamese typically consist of four to six words One-word slogans are avoided as they fail to convey the depth and complexity of meaning desired Conversely, overly lengthy slogans are not preferred, as they are difficult for customers to remember.
Advertising slogans in both English and Vietnamese typically take the form of phrases, such as noun, verb, prepositional, and adjective phrases, which lack subjects, making them more objective and concise Additionally, these slogans commonly employ the simple present tense to highlight the universality and appeal of the products being promoted.
Rhyme plays a crucial role in phonology, making slogans more memorable, which is why both English and Vietnamese advertising slogans often incorporate it While there are few similarities between the two languages' slogans, they generally adhere to specific rules Crafting a unique slogan that bears no resemblance to others is not feasible.
The result of the study has revealed big differences between English and Vietnamese advertising slogans:
In graphology, English advertising slogans exhibit a high degree of flexibility in font styles, contributing to their success, while Vietnamese slogans consistently utilize the same font style Additionally, in phonology, Vietnamese advertising slogans lack the use of alliteration, which is a common technique employed to enhance memorability in English slogans.
In terms of lexicology: Most of English advertising slogans have the brand names in them By contrast, a few brand names appear in Vietnamese advertising slogans
English advertising slogans exhibit a diverse range of sentence structures, including simple sentences, everyday sentences, phrases, questions, and imperative sentences In contrast, Vietnamese advertising slogans tend to be more monotonous, primarily utilizing simple sentences and phrases Among the analyzed slogans, only two are constructed as simple sentences, while the majority are phrases.
The study highlights that English advertising slogans are more engaging and effective due to their use of graphetic, phonological, and striking lexical features, along with various structures, puns, and semantic ambiguity To enhance their success, Vietnamese advertising slogans should incorporate these captivating linguistic elements Ultimately, a compelling slogan serves as a foundation for a thriving business.