Khóa luận tốt nghiệp techniques for translating advertising slogans from english to vietnamese

CERTIFICATE OF ORIGINALITY I, the undersigned, hereby certify my authority of the study project report entitled Techniques for translating advertising slogans from English to Vietnamese

VIET NAM NATIONAL UNIVERSITY OF AGRICULTURE

FACULTY OF EDUCATION AND FOREIGN LANGUAGES

BA THESIS

TECHNIQUES FOR TRANSLATING ADVERTISING SLOGANS FROM ENGLISH TO VIETNAMESE NHỮNG KĨ THUẬT TRONG DỊCH KHẨU HIỆU QUẢNG CÁO TỪ TIẾNG ANH SANG TIẾNG VIỆT

Student :BUI THI THUY

VIET NAM NATIONAL UNIVERSITY OF AGRICULTURE

FACULTY OF EDUCATION AND FOREIGN LANGUAGES

BA THESIS

TECHNIQUES FOR TRANSLATING ADVERTISING SLOGANS FROM ENGLISH TO VIETNAMESE NHỮNG KĨ THUẬT TRONG DỊCH KHẨU HIỆU QUẢNG CÁO TỪ TIẾNG ANH SANG TIẾNG VIỆT

Student :BUI THI THUY

CERTIFICATE OF ORIGINALITY

I, the undersigned, hereby certify my authority of the study project report entitled

Techniques for translating advertising slogans from English to Vietnamese

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, 202 Bui Thi Thuy Approved by

SUPERVISOR

(Signature and full name)

Date:………

ACKNOWLEDGEMENT

Implementing a graduation thesis is the most important stage in every

student's life The graduation thesis is a premise to equip me with research skills

and valuable knowledge before starting a career Graduation thesis with the topic

"Techniques for translating advertising slogans from English to Vietnamese" is the

result of my ceaseless efforts and the enthusiastic help and encouragement of

teachers, friends and relatives

First of all, I would like to express my sincere appreciation and gratitude to

M.A Tran Thi Tuyet Mai for her wholeheartedly helping and orienting the way of

thinking and working in science Those are very precious comments not only in the

process of implementing this thesis, but also as a luggage for me in the process of

studying and establishing my career in the future

I would like to sincerely thank all teachers of Vietnam National University of

Agriculture Especially the teachers of the Faculty of education and foreign

languages, who have provided me with not only knowledge during my student life

but also their useful advice for me to be able to complete this graduation paper I

would also like to extend my gratitude to all the authors of the books and materials

listed in the reference part for their worthy information and ideas that have been

reflected and developed in the study

And finally, thanks family, friends, K62ENGA class for always being there,

supporting and encouraging during these stressful and difficult moments

Thanks again to all who helped me

Hanoi,.………2021

Chapter 1 LITERATURE REVIEW 5

1.1 REVIEW OF THE PREVIOUS STUDIES (AT HOME & ABROAD) 5

Chapter 3: FINDINGS AND DISCUSSION 33

3.2 USEFUL TECHNIQUES FOR TRANSLATING ENGLISH ADVERTISING

2 Concluding remarks on each of the thesis objectives 59

ABSTRACT

An effective brand identity system is the first factor and also the prerequisite for building a strong brand image Brand positioning statement (slogan) is a very important tool in the brand identity system to help the brand "flirt" effectively to consumers Wrong translations may have severe consequences if they come out in company communication It may influence the company image and bottom line negatively From that, techniques for translating ads slogans to help translators will

be presented This study first gives theoretical background about translation including its definition, translation procedure, translation techniques, definition of ads and ads slogan The main goal of this study is find out the useful techniques applied in translating English ads slogans into Vietnamese Besides, this paper also goes further into definition and characteristics of ads and ads slogan to give background knowledge about these ones before having a deep analysis about the principle linguistic of ads slogans language, such main features of advertising language as phonological, lexical and morphological, syntactic and lastly semantic levels were introduced and techniques for translating ads slogans from English to Vietnamese have been carried out Both qualitative and quantitative methods are applied in this study This result points out that there are four translation techniques including equivalence, literal, adaptation, modulation are applied in English-Vietnamese translation of ads slogans are the most useful techniques and some slogans are non-translated

Although there are some limitations remaining in this study, hopefully, this study will be a valuable study that not only helps translators recognize gaps in their English advertising slogans translating techniques, but also helps those who are passionate about translating English advertising slogans to translate intelligently and effectively

LIST OF TABLES AND FIGURES

Table 01: The Translation techniques used in Translating English Advertisement Slogans into Vietnamese based on Vinay and Darbelnet Translation Model 49 Table 02: Frequency of Translation Techniques Used in Translating English

Advertising Slogans into Vietnamese 51

PART ONE: INTRODUCTION

1 Rationale

Nowadays, with the proliferation of the market economy, as well as the increasing needs and demands of customers, all business and companies have to make efforts to promote and create great influence on customers Mr Kumail Hemani said that:” Creating a prominent identify is what every brand desire and so getting an extra identify is surely a bonus Slogan is embroidered with brand name and has ubiquitous presences along with it…so it technically works as a shadow for brand name” It is crystal clear that most companies have their own advertising slogans and brand names to bring their products closer to the public The results of this marketing make it easier for customers to know what name of this product is, how quality it is It is not difficult to recognize the slogan as an advertising trend in the future Thus, it is not surprising that most of these companies use alliteration, puns and extended semantics which are almost mandatory in advertising slogans While verbal humor, puns… can add to the novelty of an advertisement, extended meaning (also known as figurative meaning) is unlikely to be translated into another language Therefore, many humorous translations were born When entering the Vietnamese market, international brands usually already have all the promotional materials and communication available Therefore, the translators’ job

is simply to rely on that material to perceive the brand identity and translate it But the translation here is not merely a purely literal translation, but must convey the true spirit of the slogan

Personally, in the process of learning I am fascinated by advertising slogans which might comprise the organizational image and brand’s spirit as well as some inquisitive about the picture of language, the creative use of words in ad slogans I also found out a variety scope of interesting situations of mistranslating or failure

translation in reality Besides, I have learnt many translation techniques during school However, each field has its own effective techniques Hence, how to do well this creative transfer is still a question As a matter of fact, translating is not an easy work, especially in translating advertising slogans The question occurred is that whether there are any techniques, rules,….are useful to solve those difficulties Transposition, Adaptation and Free translation work effectively or not in transmitting English ad slogans into Vietnamese

Furthermore, advertising slogans translation is exquisite and perceptive The aspects of attractiveness, message, spirit, elegance of expression, faithfulness is needed to be transferred It is difficult to transmit these aspects But there are a few research and satisfied studies to figure out useful techniques for translating advertising slogans into Vietnamese Thereby, my research is contributive to give

a deep insight of the area and create a premise to study some useful techniques applicable to translating the advertising slogans as well as helping Vietnamese people learn English to recognize interesting characteristics in English advertisement in order to identify more accurately and apply in practice and from that be able to choose interpretations from an advertising slogan English to Vietnamese and vice versa reasonably and exactly

2 Aims and objectives of the study

The study aims to find out the techniques that are used to translate slogans from English into Vietnamese In order to fulfill this task, linguistic features of famous advertising slogans will be analyzed At the same time, the translation versions of these slogans will also be examined

3 Research question

To reach the aims within the scope, the research questions below are solved:

-what are the typical linguistic features of the English advertising slogans? -what are useful techniques for translating advertising slogans from English into Vietnamese?

4 Scope of the study

My research paper includes the study of linguistics features and techniques used in translating 30 well-known advertising slogans which are collected from newspapers, magazines, the internet…

5 Significance of the study

Wrong translations affecting brands People will tend to remember the ‘funny’ translation for a long time Making a good translation is essentially not an easy task It is not just translating word for word Professional translators are trained to consider all the aspects needed to make a translation work Successful translation is

a means to magnetize customers and make a strong appearance for a company It is never an easy work That is why this study is shepherded to discuss the techniques that translators usually use in the advertising slogans translating process and to come up with some useful techniques for translating English advertising slogans

from English into Vietnamese

6 Design of the study

This research is divided into three primary parts:

Part I: Introduction presents rationale for the study, Aims and objectives of the

study, Research questions, Scope of the study, Significance and Design of the

study

Part II: Development consists of 3 chapters

Chapter 2.1 Literature review comprises Review of the previous studies and

Review of theoretical background (This chapter states the theories of translation, advertising and advertising slogans including translation definition, translation procedure and translation techniques, …)

Chapter 2.2: namely Methodology will present the research methodology, research

setting, data collection and data analysis

Chapter 2.3 is Findings and Discussion that will suggest useful techniques for

translating advertising form English to Vietnamese

Part III: Conclusion will provide some references related to this study and appendix

PART TWO: DEVELOPMENT Chapter 1 LITERATURE REVIEW

1.1 REVIEW OF THE PREVIOUS STUDIES (AT HOME & ABROAD)

When it comes to business, having own distinct brand is essential Aside from the logo, the slogan - also known as a commercial slogan - is regarded as one of the most effective tools for making a lasting impression on customers One of the brand positioning forms of the company in mind of customers is to give a tiptop and extraordinary advertising slogan for its brand So, it is no surprise that advertising slogans has become a field of specialization and advertising translation has rapidly been expanded in professional practice as well as in the curricula of translators and has become one of the most dialectical researches in translation studies Here are some famous titles that can be mentioned:

Firstly, according to a research which was studied in “Các khó khăn về ngôn ngữ trong quá trình biên dịch quảng cáo cung cấp thông tin của sinh viên năm cuối chuyên ngành biên-phiên dịch tiếng anh, trường Đại học Cần Thơ - Linguistic difficulties in translating informative advertisements faced by English Interpretation - Translation seniors at Can Tho University” which was fulfilled by Nguyen Van Phuc and Truong Thi Ngoc Diep This study describes the students' ability to translate informative advertisements by investigating their perceptions of linguistic difficulties in translation practice as well as the linguistic difficulties they actually encountered However, this research just focus on vocabulary and grammar but linguistic at 4 level such as: phonological, semantic,… that needed more comprehensive analysis Consequently, this problem will be discussed carefully in this study Moreover, in this following study, branches of other techniques are going to be deeper explained with specific examples particular in

translating advertising slogans from English to Vietnamese that help students to deal with linguistic difficulties

Another research was carried out by Phan Thi Van Anh with the supervisor is Assoc Prof Dr Le Hung Tien which was studied in “Difficulties and strategies in English-Vietnamese translation of advertising slogans” In this study, the researcher presented issues affecting the translation process and a set of different characteristics and features of the advertising slogans and popular translating tendencies, useful strategies as well as common problems or difficulties in English-Vietnamese translation However, this study did not pay more attention to culture element in translating ads slogans In order to have a full picture of ad slogans translation, this research will continue with culture element and a deeper study on techniques for translating advertising slogans from English to Vietnamese

Besides, Lavinia Dan (Nădrag) in the study called Techniques for the translation of advertising slogans The study presents the translation of culture-bound elements in ads slogan translation The researcher also gave some useful techniques like adaptation, paraphrase or literal translation But my study will give translators some useful techniques for translating ads slogans from English into Vietnamese base on the translation techniques model of Vinay and Darbelnet (1995)

The study on The Challenges of Translating Advertisements and Slogans was studied by Komljenović, Ana The study of advertisement translations based on the strategies used to translate advertisements and slogans In that study, the researcher did not give the translation theory for readers In addition, that study lacks of the linguistics features in advertising slogans which is a challenge for translators This research will be continued with a deep study of linguistic features in order to obtain

a complete picture of ad slogan translation

1.2 REVIEW OF THEORETICAL BACKGROUND

This section is divided into two parts, the first of which reviews translation theories, such as the concept of translations, translation procedure, translation techniques and the second of which presents a general understanding of advertising concepts as well as advertising slogans and culture element in translating advertising slogans

1.2.1 Translation theory

1.2.1.1 Translation definition

According to John Catford (1917-2005) “Translation is defined as unidirectional (SL=>TL) and is a replacement of textual material in one language (SL) by equivalent textual material in another language (TL), it explains, then, that translating is not always about finding the equivalent (structure, grammar, lexis etc) but sometimes, it’s about replacing the text material by a non-equivalent one, and in other cases, is but a simple transference of SL material into the TL material” (p.20) Because of its prominence, translation has been viewed in a variety of ways There are many definitions around this

By Bui Tien Bao and Dang Xuan Thu, translation is rendering a written text into another language in a way that the author intended the text Translators are concerned with the written word They render written texts from one language into another Translators are required to undertake assignments, which range from simple items, such as birth certificates and driving licenses, to more complex written materials, such as articles in specialized professional journals, business contracts and legal documents.”

By dictionary Merriam-Webster 1974 definition translation is basically a change of form (change from one state or form to another to turn into one’s own or another language)

Newmark defines translation as “a craft consisting in the attempt to replace a written message and/or a statement in one language by the same message and or statement in another language” in his book A Text book of Translation

As can be seen, there are many different definitions about “translation” There’s a growing body of deep study and comprehensive development of this concept Although there are numerous definitions about this Almost all of them share the same idea that translation is a linguistic phenomenon or a process of transferring the meaning of the source language text into the receptor language text between two different languages In this process, the language to be transferred is called “Source Language” (SL) whereas the language to be transferred into translation is called “Target Language” (TL) Translation has its own distinction and its own interest There are always successful translations But there is no such thing as a perfect, ideal or “correct” translation

1.2.1.2 Translation procedure

The translation procedures are depicted by Nida (1964) as follow:

 Technical procedures

This procedure is the analysis of the source language and target languages as well

as a comprehensive understanding of the source language before the start of translation

 Organizational procedures

This procedure is a regular re-evaluation of the translation This work also includes comparing the current translation with the relevant translations of other translators In addition, the organizational procedure also checks the effectiveness

of conveying in translation through collecting comments from readers of the source language in order to evaluate the accuracy and effectiveness of the translation as well as the readers’ response

1.2.1.3 Translation Techniques

Vinay and Darbelnet stated that translation procedures are applied for sentences and smaller units of language within that text Vinay and Darbelnet analysis equivalence-oriented translation as a procedure which “replicates the same situation as in the original, whilst using completely different wording” (1995, p.342) They also reveal that if this procedure is used during the translation process,

it can retain the stylistic effect of the source language in the target language Translation techniques is a specific verbal equivalence procedure for translators Translation techniques are derived into 2 categories: Direct translation techniques and oblique translation techniques When the conceptual and structural elements of the source language (SL) are directly transferable into the target language, direct translation techniques are used (TL) Borrowing, calque, and literal translation are the techniques used in direct translation Oblique translation techniques are used when the conceptual or structural elements of the source language cannot be directly translated into the target language without changing its stylistic and grammatical elements, as well as the meaning The translator has tighter and stricter control over their translation in this case There are five types in this category

a) Direct translation techniques

- Borrowing

Borrowing is a popular translation technique It is a translation technique that concerns using the same word or expression in the target language as it is found in the source language Numerous English words are “borrowed” into other languages; in contrast, English also borrows a lot of words from other languages For instance: entrepreneur, café, ballet and résumé from French; waltz and rucksack from German; plaza from Spanish and tofu from China; etc In the case of

filling a semantic gap (e.g., a new technique, an unknown concept) then the borrowed translation method is the simplest of all In particular, such words as

“pajamas” or catwalk can easily be seen on the newspaper in Vietnam without any change to the form and the meaning of the words or changes in form but no change

in meaning and sometimes combine the two types Many such words become part

of the lexis of the borrowing language without appearance as loans

For examples:

 email -> email, internet -> internet (borrowing does not change in form and meaning)

 canteen -> căn tin (borrowing changes in form but no change in meaning)

 ozone layer -> tầng ô-zôn (combine the two types above)

- Calque

In linguistics, a calque or loan translation or “through translation” as

Newmark (1981:30) calls it, is truly a word or phrase borrowed from another language and translated literally When using calque translation technique, translators tend to create a new word in the target language but still keep the structure of the source language Calquing is different from phono-semantic matching While calquing includes semantic translation, it does not comprise phonetic matching (i.e preserving the approximate sound of the borrowed word through coordinating it with a similar-sounding pre-existing word or morpheme in the TL)

For example:

 heavy industry -> công nghiệp nặng

 showroom -> phòng trưng bày

There are four types of calque posted on March 13, 2009, by Scott J:

• Paronymous calque or borrowed word: This is due to an incorrect correspondence between two words that have similar etymologies or forms but have evolved differently in their respective languages, so that they now have different meanings It can happen when two words in English are etymologically related but have a slight difference in meaning, and the irrelevant one is chosen

• Orthographic calque: This is commonly seen in the transliteration of people's, places', and ethnicities' names Writing and spelling conventions of the SL that make little or no sense in the TL are copied carelessly

• Typographic calque: This occurs when only the source language's typographical conventions are transferred to the new language For example, the use of capital letters in the English language, as well as the use of certain quotation marks and italics for emphasis, has begun to creep into the Spanish language

• Syntactic or structural calque: This is the result of an incorrect connection between sentence or phrase elements It introduces a new structure into the language

by the grammar of the translation language itself This technique is described by Vinay and Darbelnet in “Translation Procedures” (p 61-69) as the most common between languages with the same genealogy and culture It is necessary to understand it here as a technique rather than a type of translation This happens when there is an exact structural, lexical, even morphological equivalence between

two languages This enables only when the two languages are very close to each other

For example:

- She is deaf to all his advice

-> Cô ta bỏ mặc tất cả những lời khuyên của anh ấy

In brief, sometimes it works, and sometimes it does not: If one sentence can be translated literally across language, it does not mean that all sentences can be translated literally In general, literal translation is often associated with scientific, technical, technological or legal texts

b) Indirect (Oblique) translation techniques

 Reconstruction of the district is very important

 Reconstructing the district is very important

 To reconstruct the district is very important

In other words, transposition is the mechanical process by which parts of speech change their order when translated In some ways, this is a change in word class

- Modulation

Modulation is the use of a phrase that differs in the source and target languages to convey the same idea Modulation refers to a change in a message as a result of a shift in one's point of view It is about altering the form of the text by introducing a semantic shift or a new point of view It is used when other techniques may result in grammatically correct but inappropriate, non-idiomatic, or awkward utterances in the TL Modulation is a technique used by translators to create accurate and idiomatic translations In short, this technique leads to a solution that clarifies the meaning, identifies the natural aspect in the receptor's language, and so on

is a difficult process in which creativity is required For example, the phrase "don't put all your eggs in one basket" is easily understood by Americans and other English speakers However, directly translating this phrase may not have the same meaning in other languages, so replacing it with the phrase “keep your options open” makes it easier to understand in more languages

For example:

 The dearest is the cheapest -> Của rẻ là của ôi

 It’s finger lickin’s good (KFC slogan) -> Vị ngon trên từng ngón tay

This technique is inventive, but it is not always simple As a result, the demand for creating equivalences arises from the situation, and it is in the context

of the SL text that translators must seek a solution

- Adaptation

This is the last technique to be used when a situation in the original culture does not exist in the translation culture so there must be a facility equivalent to the original culture in the translation culture or this is used when a culturally specific term or phrase is translated in a completely different way so that it becomes appropriate or familiar in the language of another culture The adaptation technique can be described as a special equivalence or situational equivalent It consists of modifying the concept, or using a situation analogous to the SL situation though not identical to it This is the original rewriting form in the translated language, mainly used for the translation of poems, songs and plays

For example:

 For whom the Bell Tolls (novel) -> “ Chuông nguyện hồn ai” in Vietnamese

 Home Alone (film) -> means “Ở nhà một mình” but in Russia, it means “ Mẹ

ơi con lỡ chuyến bay rồi”

1.2.2 Advertising and Advertising Slogan Theory

To do research into ads slogans, first of all, the learners must understand what

an advertising and ads slogan are Different people hold the different opinions on the definition of English ads slogan; they have the different view on the definition

of English ads slogan Although there are many concepts of ads slogan, in the scope of this study, I only mention some concepts in English and Vietnamese This part of the study also will bring the general and basic ideas of ads and slogans which are essential for understanding the issue as a whole

By Meriam – Webster, advertising as the action of calling something to the attention of the public especially by paid announcements

By Cambridge dictionary, it is the business of trying to persuade people to buy products or services

By Susan Ward, “Advertising is the attempt to influence the buying behavior

of customers or clients with a persuasive selling message about products and/or services In business, the goal of advertising is to attract new customers by defining the target market and reaching out to them with an effective ad campaign”

“Advertising is a means of communication with the users of a product or service Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them”, as defined by the Advertising Association of the UK The ads industry is made of companies that advertise, agencies that create the advertisements, media that carries the ads, and a host of people like copy editors, visualizers, brand managers, researchers, creative heads and designers who take it the last mile to the customer or receiver Advertising is not just about the commercial promotion of branched products but can also encompass the idea of texts whose intention is to enhance the image of an individual, group or organization

1.2.2.2 Slogan and advertising slogan

a) Definition of slogan and advertising slogan

Slogan is a trade slogan, the old meaning of the pre-battle cry of Scottish

warriors Nowadays, the slogan is understood as the brand name of a company A

slogan is often considered part of a company’s intangible assets even though it is

just a saying To have a good slogan, in addition to investment in brainpower, there

must be continuous investment in advertising with long-term strategies Therefore,

when having a slogan that stands in the minds of customers, it has become an

invaluable asset nurtured by time, money and the company’s reputation

According to Longman Dictionary of Contemporary English (1995: 1349), “a

slogan is a short easily-remembered phrase used by an advertiser, a politician, etc.”

Therefore, in general, a slogan is a memorable motto used in political, commercial,

religious, and other contexts as a repetitive expression of an idea or purpose In the

particular case of an advertising slogan, it is a verbal logo normally appearing just

beneath or beside the brand name or the logo of the product In other words, a

slogan is kind of a condensed message of the whole advertisement which

advertisers want their customers to remember most It is the usual case that slogans

come to customers‟ mind first when they think about the products

Manavi Pandey indicates Advertising slogans emphasize on a particular

product or service that has been part of an ad campaign, instead of focusing on the

overall business It aims to create associations between the product’s usage

experiences and the benefit that the customer may receive after purchase

In this competitive world, the advertising slogan is a useful tool to increase

brand awareness and visibility in the consumer market If done right, it can engage

directly with the target customer and communicate the right message Brands are

coming up with catchy slogans so that it can result in a long-lasting impression on the audience

According to Rich Davis, an effective slogan needs to satisfy the following characteristics:

+ Simplicity : All effective slogans have one thing in common: they are simple They convey a straightforward message that is simple to remember

+ Lasting Impression: The following characteristic shared by all effective slogans is that they are memorable For example: Just do it Most of us recall the slogan when we think of Nike It's unique and memorable

+ Brand Enhancement: Any new catchphrases should complement and strengthen the brand

An effective slogan is regularly a short self-contained advertising message which can be utilized as an independent piece of text in isolation from other advertising products These options are met by a mix of linguistic and extra linguistic devices applied on various levels

b) Linguistic features of advertising slogan

Slogan is the expression (brand positioning sentence) of a business to introduce and advertise itself, helping consumers to know the characteristics, advantages and benefits of the product as well as the customer satisfaction obtained when using use that item Through a few sentences or words must be built based on the "5-star" standard that are short, condensed, concise, easy to remember, easy to remember, the slogan conveys all the things that manufacturers want to send to customers Creating a successful slogan is not easy work and the top advertising

agencies always know how to “bet” on language The art of using words, playing

on words is easily found in ads slogans

By studying a selection of 30 well-known advertising slogans written in English Linguistics features are specified in these below level:

 At phonological Level

Phonology is the study of how sounds are organized in a language The phonological level of analysis examines sounds and sound patterns in advertising language

1 Alliteration:

The word alliteration original from the Latin word litera, means “letters of the alphabet” Alliteration can be defined as “the repetition of usually initial consonant sounds in two or more neighboring words or syllables (such as wild and woolly, threatening throngs)” by Merriam-Webster Alliteration is a type of figurative language that relies on repetition of stressed initial sounds Unlike rhyming, which typically occurs at the end of words, alliteration happens at the beginning of words that are next to each other, or nearby Outside of poetry, alliteration is feature in poetry, but it is also found in songs and raps and speeches and other kinds of writing, as well as in widely used advertising slogan, said by the MasterClass staff

 Be good, be bad, be yourself ( Calvin Klein)

 Have a Break, Have a Kit Kat (Kit Kat - 1957)

2 Assonance

Assonance is a phonological device in which identical vowel phonemes are repeated in various words with distinct consonant phonemes It is also known as 'vocalic rhyme.' According to the MasterClass staff, “ assonance refers to repetition

of a vowel sound, usually on stressed syllables, in words that are close together Assonance can create internal rhyme, such as in “bake a cake,” or not rhyme at all, such as in “down and out.”

 The best a man can get (Gillette)

 More Bounce to the Ounce (Pepsi - 1950)

3 Rhyme

Making the slogan rhyme with the brand name is one of the most effective dominant sound techniques for getting in the brand name According to Leech, the scholar Xiao song Ding (2003) believes that rhyme is a good way to remember a slogan because it resonates in one's memory Furthermore, the aim of rhymes in slogans is to convey simple details He demonstrated that rhyme is most likely the most effective sound strategy for presenting a brand name If the slogan does not include the brand name, it is “likely to lose its identity,” as Ding puts it, since

“similar brands will use the same ad slogan with a simple change of the product

name As an example: “Freshen-up with 7-Up (7-Up), When rhyme is used in a

slogan, it is especially important if it also includes the brand name The brand name must be used in the rhyme Rhyme usually applies to the sounds rather than spelling

4 Rhythm

The rhythmical arrangement is constantly used by advertisers in advertising slogans Rhythm is “the movement or sense of movement communicated by the arrangement of stressed and unstressed syllables and by the duration of the syllables” (Cuddon 1999: 753) Regularity of rhythm, which is called meter, also contributes to the attraction of rhythm in slogans There are different types of metrical feet and the most frequent meters are the iamb (an unstressed syllable followed by a stressed syllable), the trochee (a stressed syllable followed by an

unstressed), and the dactyl (a stressed syllable followed by two unstressed) The

example of a commercial advertising slogan: “Frosted Flakes-They’re Gr-r-reat (Kellogg Frosted Flakes).”

 At the syntactical Level

The syntax of the slogans may include various sentence types, everyday phrases, ellipsis, parallelism, questions, idioms and, to a certain extent, other rhetorical devices The main syntactic features of English used in ads will be discussed in this section, with a focus on sentence types and structure It's worth noting that one of the challenges analysts face when researching advertising language in general and slogans in particular is their disjunctive nature, or their belonging to what's known as "block" language

1 Use of short sentences

The slogan must be short and concise Besides being short and concise, it also has to be indelible (memorable)- one of the criteria of slogan So it is easy to remember with the short simple sentences Through a survey of 30 different slogan

of brands, the most reasonable length will not exceed 10 words (usually not more than 7 words), no more than 2 breaks You can see some slogan below:

 Think Different (Apple)

 The Real Thing (Coca-Cola - 1940)

 Impossible is nothing (Adidasn- 1974)

 More happy (Pepsi - 2007 )

 Connecting people (Nokia)

 Raising the bar.( Cingular)

 Revs your Heart (Yamaha)

All are very short, concise, and after reading, it is not difficult to understand and make sense

2 Use of phrase

Slogans are form of verbal logo Phrases might be better compared to if not as good as sentences All sort of phrases can be placed into utilization: noun phrase, verb phrase, preposition phrase They are so concise and to the point that they are past our ability to do an expansion or deduction

 The ultimate driving machine (BMW’s)

 Now It’s Pepsi for Those Who Think Young (Pepsi - 1961)

 Good to the last drop! (Maxwell-house-coffee)

 Quality never goes out of style (Levi's)

 It’s Finger lickin’ good (KFC)

 Melt in your mouth, not in your hand.( M&Ms candy)

3 Use of questions

Questions help to stir the interest of the clients and allure them to peruse on to discover the answer for the issue Numerous slogans (likewise called theme line or tagline) start as successful headlines So it isn't amazing that the slogan can utilize questions too for a similar reason

For example: Got Milk? (The Milk Processor Education Program)

4 Use of imperative sentences

In an advertising, the slogan is the last few of words said Despite the fact that

it is only a few words, the administrator don't release it at that They utilize each chance to exhort the expected clients to act, to purchase and to consume It isn't astounding that they would use imperative sentence to make a slogan while this sort

of sentence is the most immediate approach to achieve the ideal effect

 Just do it (Nike)

 Taste the Feeling (Coca-Cola)

 Have it your way (Burger-king)

 At semantics Level

In advertising, the connotative meaning of words is crucial and must be considered when designing advertising messages as rhetorical devices, or figures of speech, used to express a specific meaning and achieve a specific result

“Figurative language also has a striking and unforgettable quality that matches it for slogans and headlines,” according to Leech (1972: 183)

1 Metaphor

The word "metaphor" is derived from the Greek word "metaphora," which meaning "transference, carrying over." In English, it's a pretty common figure of speech Metaphor is the use of words to denote anything other than their literal meaning—one thing is described in terms of another to suggest a similarity or analogy

 You’re in good hands (John Lewis)

 Taste the rainbow

 Think outside the bun

2 Personification

Personification is a figure of speech in which impersonal entities, such as animals, inanimate objects, or abstractions, are given human characteristics Personification is frequently used in public slogans

As an example: Mc D : “ I’m lovin it” -

Personification is commonly used to make a statement more vivid The writers

of these slogans give equipment and grassland new life Despite the fact that these expressions appear nonsensical, they are extremely great simply because of their anti-logic With a warm tone, such slogans convince or recall, replacing the previous simple warning indicators with humanized persuasion and

communication The tone of voice is pleasant and civilized, causing the people to take encouragement in sensible and a good mood

3 Pun (Wordplay)

Advertisers sometimes use puns or word play because they rely on lexical items with many meanings; sometimes a word play happens when the words are homophones or homonyms The pun/word play is based on ambiguity, while ambiguity in advertising language “hinges on the orthography rather than on pronunciation,” according to Leech (Leech, 1972, 184)

- Maybe She’s born with it Maybe it’s Maybelline

 Lexical and Morphological Aspect

Typical characteristics of ads text will be presented in this section by the use

of vocabulary To familiarize consumers with the slogan, the message must be accessible by careful and skilled word choice This level of study is concerned with words and their formation Given the targeted population , slogans have specific

qualities at the lexical level

- Second person addressees are commonly used as "you," "we," or "us."

The slogans contain possessive and personal pronouns (you, us ), which tend

to shorten the distance between producers and consumers and are thus used more frequently in advertising discourse than in other discourses The pronouns you and

you are the most powerful because they imply a personal relationship: E.g Your vision, our future (Olympus)

- Use of “no”, “none”, etc

Because the goal of all advertising slogans is to strengthen the positive side, negatives are used sparingly However, when negatives do occur, they are usually

placed in an emphatic position to highlight the unique positive side For e.g The best or nothing

c) Advertising as kind of communication

The globalization of competition, saturation of markets, and development of information technology have enhanced customer awareness and created a situation where long-term success is no longer achieved through optimized product price and qualities Instead, companies build their success on a long-term customer relationship Hence, the increase and retention of loyal customers has become a key factor for long-term success of the companies The main emphasis in marketing has shifted from winning new customers to the retention of existing ones

“Communication means not only speech or pictures, but any way one person can pass information, ideas or feelings to another Therefore, communication uses all of the senses: smell, touch, taste, sound and sight Of the five, only two are really useful in advertising sound and sight”, said by Richard F.Taflinger

+ Smell: Smell is an extremely strong form of communication However, when it comes to advertising, it is not very useful A smell can immediately evoke memories The smell could be a perfume or aftershave that reminds of Sheila or Channel It could be popcorn, newly mown grass, char-broiling steak, or roses Any smell can conjure up a memory However, that is smell's greatest issue for advertising the effect of using smell in advertising cannot be controlled by the advertiser It changes according to each person

+ Touch: Touch has a limitation that makes it of little use to advertising the customer has to come in actual contact with the item to be touched Thus the item must actually exist and be put in a medium that can carry it This puts touch more

in the realm of personal selling than advertising It is possible to use touch for a limited number of products For example, samples of cloth or paper can be bound into magazines

+ Taste: Taste is probably the least useful communication channel available to advertising Like touch, taste requires the potential customer to come in actual physical contact with the product However, taste is even more limited than touch There are few products other than food for which taste is a major selling point, and there is virtually no medium in which an ad can be placed that people are likely to try

+Sound: Sound is extremely useful for advertising It can be used in a variety

of media, from radio and television to the new technology of binding micro-sound chips in magazines to present 20-second sales messages It is also capable of presenting words and "theatre of the mind."

+Sight: Sight is arguably the most useful of the communication channels available to the advertiser Through sight it is possible to use both words and images effectively Words do not have to be spoken to be understood Color is one

of the most important nonverbal signs Sight can quickly and concisely show a customer what the advertiser wants customers to see

d) Culture element in advertising slogans translation

There are difficulties in English-Vietnamese translation because of differences

in structures and culture There are some issues in translation in general and in translating English slogans in particular Because English culture is Western and Vietnamese culture is Oriental, this problem is almost unavoidable, especially in the case of English-Vietnamese translation They differ in so many ways that it is impossible to express them verbally Due to cultural differences, the slogan may sound unnatural in the target language environment Furthermore, because of differences in geographical features, history, and development level, the English language contains concepts that cannot be translated in a way that Vietnamese people can easily understand and accept As a result, the practice of translation

results in a reduction in the meaning of the source text In such a case, while it is not really a mistranslation of the source language, it cannot be considered a good re-creation in the target language There are always concepts that cannot be translated from one language to another, no matter how good a translator is in terms

of both linguistic and cultural backgrounds According to Phan Thi Van Anh, the latter problem is caused by the cross-cultural barrier, and these concepts are

referred to as "cultural untranslatability." “More Bounce to the Ounce- Pepsi 1958” is an example of cultural untranslatability in advertising slogans In the

example, the spirit ad slogans can be translated, but some lexical items, such as, Bounce, or Ounce, are typically classified as cultural words They are officially translated as Bounce (séc không thanh toán) and are not tolerated in the Vietnamese environment This is why the cultural elements are left out of the translated slogans This slogan can be translated into Vietnamese, but in the context of Vietnamese culture, it sounds unreasonable, if not unacceptable It is a mistranslation of the source language in this case because the translator is unconcerned about the legality

of cultural sense The shock or something that sounds like a conflict may be appealing, but the issue of culture should be handled with care The Flake chocolate bar's slogan is simply "Eat me." These slogans may work well in English-speaking and free-spirited cultures in Western culture Customers find sexual innuendo in slogans to be amusing and appealing, as sexual or sensitive topics have become common and popular in Western culture In contrast, they would struggle in a culture that values history, tradition, and age When translated into Vietnamese, the slogan may be perceived as negative, sense even unacceptable, as a cultural shock:

“Hãy ăn tôi” Thus, when applying slogans from different cultures, cultural issue can have a significant impact on the success and applicability Language must be redesigned, and the entire premise of the slogan must be re-evaluated before being launched in a new market An other example, The Coca Cola brand, which seems

to be a "master" in the marketing industry, has also been entangled in fierce controversies in the communication process One of the most recent controversial

events is Coca Cola's campaign with the slogan "Crack open a Vietnam can" (mở

lon Việt Nam) Coca-Cola’s latest promotional campaign has been embroiled in online controversy after being labeled "vulgar" by a government agency which is

“vulgar” and “goes against Vietnam’s traditions It deems the slogan indecent

“Hypothetically, if people add some diacritics to the word ‘lon’ [can], the phrase

‘lon Việt Nam’ can be troublesome,” in Vietnamese, without the brand Coca-Cola, the word “lon” can be understood in various ways It is true that the word “lon” is not bad, but it is not appropriate to be used in front of the name of a country but setting these word as such is sensitive because Vietnamese words are so diverse, the same word can have multiple meanings in different contexts The incident of

"Crack open a Vietnam can" isn't too serious, but it serves as a lesson not only for the marketing community, but also for copywriters, on how to properly use Vietnamese words The word "Vietnam" is sacred and noble To avoid causing many controversies, users must understand the importance and formality of using compound words correctly when using the word "Vietnam." Avoid using words that cause readers to imagine, deduce in a negative direction, or are misleading in their meaning I believe that in order to create a breakthrough factor and a bold impression on the product, the slogan can completely promote the breakthrough in the language, but it is extremely difficult to make an impression without ignoring the cultural factors in life As a slogan associated with the brand and repeated in each advertisement or when using the product, it is easily "jammed" into the memory of consumers of all ages while also being simple to apply in actual communication situations As a result, depending on the level of cultural content conveyed in the advertisement, advertising slogans can have a positive or negative impact on communication culture, enriching or weakening the purity of the

Vietnamese language In the context of global economic cooperation, product branding through slogans is also one of the factors from which world friends can gain a better understanding of Vietnamese people's thinking and culture

Finally, the practical issues raised above are worth noting in terms of the problems and difficulties caused by the phenomena of culture barrier, untranslatability, inability to preserve all senses of SL slogan, and neologism in slogan translation These issues differ in many ways, but they all, to some extent, jeopardize the quality of the translation The phenomenon must be examined with great care and consideration in order to grasp the correct meaning of new words and creatively convey this meaning in TL slogans

1.2.3 Summary

Advertising slogans are rich in linguistic techniques and figures of speech, which have been discussed at the phonological, lexical, syntactic, and semantic levels Although ads slogans adhere to general advertising rules, such as being simple, euphonic, mnemonic, and so on, they frequently adopt a distinct "personality" of their own Ads language is an appealing language The advertiser's choice of words

is not random in order to convey persuasive messages, but rather very cautious and skillful The language used in ads slogans is critical to conveying the intended message The Vietnamese ads discourse, like other ads discourses, is distinguished primarily by the use disjunctive grammar, and an infinite number of rhetorical figures (such as: Alliteration, assonance, rhyme, and rhythm are all common techniques.)

In summary, these are some of the most important characteristics of ads slogans, which are classified according to phonology, lexicon, syntactic structure, style, and so on In the following sections, ads slogans will be examined in terms of their meaning and function in relation to a company and a product