business slogans in english and vietnamese = khẩu hiệu kinh doanh trong tiếng anh và tiếng việt tt

VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST- GRADUATE STUDIES ---***--- BÙI THỊ TRANG BUSINESS SLOGANS IN ENGLISH AND VIETNAMESE KHẨ

VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES

FACULTY OF POST- GRADUATE STUDIES

-*** -

BÙI THỊ TRANG

BUSINESS SLOGANS IN ENGLISH AND VIETNAMESE

(KHẨU HIỆU KINH DOANH TRONG TIẾNG ANH VÀ

TIẾNG VIỆT)

Minor thesis

Field: English Linguistics

Code: 60 22 15

HANOI – 2010

VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES

FACULTY OF POST- GRADUATE STUDIES

-*** -

BÙI THỊ TRANG

BUSINESS SLOGANS IN ENGLISH AND VIETNAMESE

(KHẨU HIỆU KINH DOANH TRONG TIẾNG ANH VÀ

TIẾNG VIỆT)

Minor thesis

Field: English Linguistics

Code: 60 22 15

Supervisor: Assoc Prof Dr Trần Xuân Điệp

HANOI - 2010

3

TABLE OF CONTENTS

PART I: INTRODUCTION

1 Rationale ……… 1

2 Aims and Objectives of the Study……… 1

3 Scope of the Study……… 2

4 Method of the Study……… 2

5 Design of the Study……… 2

PART II: DEVELOPMENT Chapter 1: Theoretical Background 1 Business Slogans – Another Term of Advertising Slogans……… 4

2 A Review of Previous Studies ……… 4

3 Advertising as a Form of Communication……… 6

3.1 Communication……… 6

3.2 The Definition of Advertising……… 7

3.3 Advertising Functions……… 8

3.4 Types of Advertising……… 9

3.5 Structure of an Advertisement……… 10

4 Advertising Slogan as Part of an Advertisement……… 10

4.1 Definition of Slogan……… 10

4.2 Characteristics of a Good Advertising Slogan……… 12

Chapter 2: An Investigation into Certain Linguistic Features of some English and Vietnamese Advertising Slogans 1 Procedures……… 14

1.1 Data Collection……… 14

1.2 Data Analysis……… 15

2 The Analysis……… 15

2.1 Graphetic Features……… 15

2.2 Phonological Features……… 16

4

2.3 Lexical Features……… 18

2.4 Syntactic Features……… 22

2.5 Semantic Features……… 25

Chapter 3: Findings and Discussions 1 Findings and Discussions on Graphetic Features……… 27

2 Findings and Discussions on Phonological Features……… 27

3 Findings and Discussions on Lexical Features……… 28

4 Findings and Discussions on Syntactic Features……… 30

5 Findings and Discussions on Semantic Features……… 31

PART III: CONCLUSION 1 Recapitulation of main ideas……… 32

2 Limitations of the study……… 34

3 Suggestions for further research……… 34

APPENDIX I LIST OF ENGLISH ADVERTISING SLOGANS……… I APPENDIX II LIST OF VIETNAMESE ADVERTISING SLOGANS…… III

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