Đối chiếu thuật ngữ marketing anh – việt tt tiếng anh

Subjects and scope of the research The research is limited first to the structural features, ways of formation and denominative characteristics of marketing terms in English and Vietnam

VIETNAM ACADEMY OF SOCIAL SCIENCES

GRADUATE ACADEMY OF SOCIAL SCIENCES

-

HÀ THỊ HƯƠNG SƠN

A CONTRASTIVE ANALYSIS OF MARKETINGTERMSIN

ENGLISH AND VIETNAMESE

MAJOR: COMPARATIVE, CONTRASTIVE LINGUISTICS CODE: 9 22 20 24

SUMMARY OFTHE DOCTORALDISSERTATIONIN

LINGUISTICS

HANOI - 2019

GRADUTATE ACADEMY OF SOCIAL SCIENCES

Supervisor: Prof Dr.Trần Trí Dõi

Reviewer 1: Prof Dr Nguyen Thien Giap

The dissertation shall be defended in front of the Dissertation

Committee at Academy level at Graduate Academy of Social Sciences,

477 Nguyen Trai, Thanh Xuan, Ha Noi

time … ………… date …… month ……….year……… ……

The dissertation is available at:

- National Library of Vietnam

- Library of Graduate Academy of Social Sciences

LIST OF THE AUTHOR’S PULISHED WORKS RELATED TO

THE DISSERTATION

1 Hà Thị Hương Sơn (2018), Tiếp cận thuật ngữ theo đường hướng

giao tiếp, Tạp chí Nhân Lực Khoa học Xã hội, số 06 (61)

2 Hà Thị Hương Sơn (2018), Đặc điểm cấu tạo thuật ngữ maketing

tiếng Anh, Tạp chí Ngôn ngữ và Đời sống, số 8 (275)

3 Hà Thị Hương Sơn (2019), Con đường hình thành thuật ngữ

marketing tiếng Anh, Tạp chí Từ điển học & Bách khoa thư, số 2

(58)

INTRODUCTION

1 Rationales

Research on terminology is said to be topical and of practical significance since terminology has been associated with social development and human growing need for conquering new knowledge In Vietnam, under the industrialization and modernization process, scientific and techinal terms, including marketing terms have contributed to promoting economic, scientific and technical development In addition, marketing is one of the basic disciplines of the economics and business administration studies; marketing knowledge has been applied in various majors such as finance and banking, hospitality and tourism … However, the current of marketing and marketing terms is limited due to the lack of the in-depth research works Therefore, a contrastive analysis of marketing terms in English and Vietnamese will be helpful with the receiving and appropriate understanding and application of this system of terms in reality

2 Aims and objectives

The research aims atfinding out the similarities and differences (if there are nay) in terms of structure, ways of formation and denomination between two systems of marketing terms To achieve this, the dissertation identifies some main tasks including:

- Syntematizing theoretical points of views and approaches in terminology studies at a level sufficient to solve the dissertation’s tasks, thereby establishing a theoretical frame for the research

- Collecting, describing, comparing and contrasting English vice versa Vietnamese marketing terms as subjects of the research in terms of

structure, ways of formation and denomination to find out similarities and differences if any

3 Subjects and scope of the research

The research is limited first to the structural features, ways of formation and denominative characteristics of marketing terms in English and Vietnamese Besides, scope of the research is also restricted at 1940 English marketing terms extracted from the “Dictionary of marketing” by Doyle published in 2011 and 1225 Vietnamese marketing terms collected from various sources (as a specialized dictionary of marketing terms in Vietnamese has not yet been available) Because of the inequivalence in studied data in two languagues, contrast of size and quantity of those terms

is excluded from the research

4 Approaches and research methods

The dissertation studies terminology under the linguistic approach

At the same time, research data is also selected in both dynamic and static approaches Under these approaches, it employs such methods and techniques as comparative, contrastive, descriptive, immediate constituent analysis and statistical ones

5 New contributions of the dissertation

Contributions of the dissertation can firstly be seen in the presentation of the basic theoretical background concerning termninology

in general and marketing terms in particular Especially, the dissertation has summarised 8 theories and approaches inclduing the new ones such as The commnunicative or cultural approaches towards terminilogy … In the meantime, the concept of marketing terminology has also been defined

In addition, basing on the accepted definition of the basic constituent element of a term, the thesis also established different

sttuctural models of marketing terms in English vice versa Vietnamse with both similarities and differences

Finally, one of the new contributions of the thesis is the fact that it has succeeded in providing a clear picture of English- Vietnamese marketing terms in terms of formation ways and denomination

6 Theoretical and practical significances of the dissertation

In terms of theoretical significances, the dissertation has synthezied, analyzed and clarified theoretical viewpoints and new approaches towards terminology in the world as well as the prominent trends in terminological studies in Vietnam In addition, current controversial issues regarding terminology standards or terminology standardization are also discussed in

a critical and independent manner The research results contribute afurther scientific evidence to the conclusions interminological contrastive analyses

in English and Vietnamese

In terms of practical contributions, the dissertation helps to systematize Vietnamese marketing terms which are still scattered; and proposes orientations to unify ways in which both old and new terms are constructed and formed, preparing for the creation of a specialized marketing dictionary This, in turns, will benefit users of different social classes and professions in understanding and applying these terms

7 Structure of the dissertation

The dissertation consists of three chapters: Chapter 1- Literature Review

and theoretical background of the dissertation; Chapter 2 - The structural contrast of English and Vietnamese marketing terms; Chapter 3 – The contrast of ways of formation and denomination of marketing terms in

English and Vietnamese

Chapter 1 LITERATURE REVIEW AND THEORETICAL BACKGROUND

OF THE DISSERTATION

1 1 Literature review

In the world, terminology has a history of foundation and

According toCabré, cited from Auger [84], research on terminology can

be summaried into three main trends: terminology adapted to the linguistic system, terminology for translation and terminology for planning The theoretical background of these studies was influenced by three classical schools of terminology (the Austrian, and theCzech schools) and 8 terminological theories and approaches What is intereting here is that, in addtition to the traditional theories of terminology based on Wüster’s approach , there have recently new approaches to terminology such as the communicative approach by Cabré, or the cultural approach by Diki-Kidiri In Vietnam, research in terminology has significantly grown since 1970s with main content focusing on definition of terminology, standards

of a term and terminological building and standardization

Regarding marketing terms, research has been limited in terms of both scope and volume, however

1.2 Theoretical background

1.2.1 Theoretical background of terminology

1.2.1.1 Concepts of terminology and marketing terms

From different perspectives and definitions of terminology, the dissertation accepts the working definition of terminology as follows: Terminology is a set of words or phrases used to denote concepts and

objects of a certainscience or professional area Based on this definition, the dissertation conceptualizes marketing terms as words and phrases that express concepts and objects of marketing nature, principles, strategies, processes, communications, research and tools

1.2.1.2.Distinction of terminology from other related concepts

Terminology is distinct from nomenclature, glossary and lexicology

in English and nomenclature, words for professional communication and common words in Vietnamese in terms of both its form and meaning

1.2.1.3 Required standards of a term

In this dissertation, a term is identified and distinguished by two criteria: scientificity and internationality The scientificity includes preciseness, systematicness and conciseness The internationality means being international in the concept meaning rather than form

1.2.2 Theoretical background of denomination

Denomination is generally understood as “naming a thing, phenomenon” [52; tr.517] In linguistics, denomination is broadly defined

as the process of creating concepts of objective reality from linguistic elements as words, phrases, clauses and sentences In principle, names denominated must be generalized, abstract, and distinctive There are two methods of denomination namely direct and indirect denomination While direct denomination is primary, indirect denomination is secondary

1.2.3 Theoretical background of contrastive linguistics

As part of contemporary linguistics, contrastive linguistics contrasts two or more languages to find out similarities and (mainly) differences between them, regardless of their typologies and roots Linguistic

contrastive analysis must follow its own principles and methods

1.3 Summary

Chapter 1 has presented a literature review of the study of terminology in the world as well as in Vietnam It has mentioned and analyzed the different periods of formation and development of terminology and terminological research; at the same time highlighted the schools, theories and approaches of terminology from classical to modern From these, a theoretical framework for the contrastive analysis of marketing terms in English vice versa Vietnamese has been establishedwith theories of terminology, denomination and contrastive linguistics as well as concepts of words and phrases

CHAPTER 2 THE STRUCTURAL CONTRAST OF MARKETING TERMS IN

ENGLISH AND VIETNAMESE

2.1 The basic unit of terminology

The dissertation accepted the Russisan linguistis’ point of view, naming the constituent element or element in short asthe basis unit that constitutes a term This element, symbolized as Y, should be understood as the smallest element that carries a lexical meaning and directly constitutes

a scientific or technical term Its form is composed of morphemesor words depending on whether the term is a word or a phrase accordingly Semantically, each element Y denotes a complete concept or part of or a distinctive feature of that concept or an object For example, terms such as

market, product consist of one constituent element, while marketing, marketing mix will be contructed from two constituent elements

2.2 Identification of English and Vietnamese marketing terms studied

The research analyzed 1940 marketing terms in English and 1225 in Vietnamese Those are the words or phrases which express concepts and objects relating to marketing nature, principles, strategies, processes, communications, research and tools In principle, those terms must be words or pharses composed of at least one constituent element and refer to one complete and independent marketing concept or object

2.3 Structural characteristics of English marketing terms

The dissertation describes the system of English marketing terms in terms of word classes, and phrase classes, formation, number of constituent elements and syntactic patterns or relationships among those

elements The findings are as follows

In terms of word classes and phrase classes, a majority of English marketing terms are found to be phrases, mainly noun phrases with 1275/1940 terms Whereas, terms which are words (single words, derived words and compound words) only account 34.3 % with a total of 665 terms This implies that the conciseness of marketing terms in English still needs improving

In terms of formation, English marketing terms are created using four main methods: using lexical morphemes, deriviation, compounding and phrasing (words combined freely according to a main – submain relationship) Of these, the final one is the most common method of formation of investigated English marketing terms compared to the others including phrases combined of binomial words

In terms of the number of constituent elements per term, the research found that English marketing terms are composed of a maximum of 5 constituent elements and at most and minimum of 1 element Among those, terms which are constructed from two constituent elements are dominant regardless of their suyntactic forms Whereas, English marketing termswith more than 2 constituent elements only make up 10.3% of the total studied terms

Regarding structural models of the English marketing terms, the research results reveal that, in general, English marketing terms are constructed from a quite rich number of structural models with 17 different ones In detail, terms as derived words are structured from 3 models Terms as compound words are structured from 5 models Terms as pharses are constructed from 9 models It is worth noting that some of these models are conincident, thus, the total number of structural models of

English marketing terms is reduced to 14 insead of 17 However, of these

17 models, only some are highly productive, namely more English marketing terms are constructed using these common models Specifically,

up to 1285 studied terms are constructed from the model comprised of two elements with the submain element precedes, clarifying the behind main element; 190 terms also share the structural model of two elements but with reverse order, namely, the main element precedes the submain one; and another 106 terms are contructed from the model of 3 elements with 2 levels of syntactic relations: at the first level, the second element is the main element; at the second level the third element is the main with two submain elements preceding

Finally, it is generally concluded that the investigatedEnglish marketing terms are firstly quite short in terms of structure with mainly two constituent elements They are also of high denomination as most of them are nouns or noun phrases Thirdly, the English marketing terms are structured quite uniformly according to a main model These characteristics are in line with general standards of terms as words or phrases of high conciseness and systematicality

2.4 Structural characteristics of Vietnamese marketing terms

Regarding the word classes and phrase classes, marketing terms in Vietnamese are mainly noun phrases, accouting for more than 86 % of the total investigated Vietnamese marketing terms, of which marketing terms

as noun phrases nearly double terms as verb phrases The number of Vietnamese marketing terms as words is, on the other hand, very limited with 12 as single words and 159 as compound words

Regarding methods of constructing Vietnamese marketing terms, the findings show that most terms are formed by combining word phrases of

main –submain relationship In addition, not all Vietnamese marketing terms as compound words are constructed in the same way In fact, there are two types of compound words, namely ones with with constituent elements of binomial relationship and ones with constituent elements of independent relationship Most of the studied marketing termswords in the dissertation as compound words are the later

Regarding the number of constituent elements, it can be said that most of the marketing terms in Vietnamese are quite short and concise with 69.7% (854 terms in equivalence) only having one or two constituent elements The remaining are composed of from 3 to 5 elements, of which those consist of 3 elements are 328 terms, compared to only 36 terms consisting of 4 elements and 7 terms with 5 consituent elements each.The worth-noting point about the constituent element of Vietnamese marketing

terms lies in the existence of loan words from English such as (marketing)

or initials of English terms as (SEO mũ đen, SEO mũ trắng …) One

explanation for this may be the lack of equivalent expressions in Vietnamese or for the convenience in using shortened terms There are a total of 162 terms as such

Finally, regarding the structural models of Vietnamese marketing terms, the search found that those terms are quite uniformly structured using 12 models, of which 3 models are for terms as compound wards and

9 models for terms as phrases Nevertheless, only one model of these 12 models seems most popular among Vietnamese marketing terms (63.7% or

780 terms in equivalence) This model is comprised of two constituent elements with the main element preceding the submain one In contrast, models consisting of 4 or 5 elements and 3 levels of relation only make

up less than 10%