Một sự phân tích, so sánh và đối chiếu các đặc trưng ngôn ngữ học hình thái học âm vị họ ngữ nghĩa họcgiữa các thuật ngữ quảng cáo tiếng anh và các yếu tố tiếng việt tương đương

Một sự phân tích, so sánh và đối chiếu các đặc trưng ngôn ngữ học hình thái học âm vị họ ngữ nghĩa họcgiữa các thuật ngữ quảng cáo tiếng anh và các yếu tố tiếng việt tương đương Một sự phân tích, so sánh và đối chiếu các đặc trưng ngôn ngữ học hình thái học âm vị họ ngữ nghĩa họcgiữa các thuật ngữ quảng cáo tiếng anh và các yếu tố tiếng việt tương đương Một sự phân tích, so sánh và đối chiếu các đặc trưng ngôn ngữ học hình thái học âm vị họ ngữ nghĩa họcgiữa các thuật ngữ quảng cáo tiếng anh và các yếu tố tiếng việt tương đương Một sự phân tích, so sánh và đối chiếu các đặc trưng ngôn ngữ học hình thái học âm vị họ ngữ nghĩa họcgiữa các thuật ngữ quảng cáo tiếng anh và các yếu tố tiếng việt tương đương

VIETNAM NATIONAL UNIVERSITY,HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES

FACULITY OF ENGLISH LANGUAGE TEACHER EDUCATION

GRADUATION PAPER

A COMPARATIVE AND CONTRASTIVE ANALYSIS

OF LINGUISTIC FEATURES (MORPHOLOGY, PHONOLOGY AND SEMANTICS) ON ENGLISH ADVERTISING (MARKETING AND PROMOTION)

TERMINOLOGY WITH THEIR VIETNAMESE EQUIVALENTS

Supervisor: NGUYEN THI THANH VAN Student: BUI THI PHUONG

Academic year: 2008-2012

HANOI-2012

ĐẠI HỌC QUỐC GIA HÀ NỘI

TRƯỜNG ĐẠI HỌC NGOẠI NGỮ

KHOA SƯ PHẠM TIẾNG ANH

KHÓA LUẬN TỐT NGHIỆP

MỘT SỰ PHÂN TÍCH, SO SÁNH VÀ ĐỐI CHIẾU CÁC ĐẶC TRƯNG NGÔN NGỮ HỌC ( HÌNH THÁI HỌC, ÂM VỊ HỌC, NGỮ NGHĨA HỌC) GIỮA CÁC THUẬT NGỮ QUẢNG CÁO TIẾNG ANH VÀ CÁC

YẾU TỐ TIẾNG VIỆT TƯƠNG ĐƯƠNG

VÂN

HÀ NỘI-NĂM 2012

Acceptance page

I hereby state that I: Bùi Thị Phương, class QH2008.F1.E19, being a candidate for the degree of Bachelor of Arts (TEFL) accept the requirements of the College relating to the retention and use of Bachelor‟s Graduation Paper deposited in the library

In terms of these conditions, I agree that the origin of my paper deposited

in the library should be accessible for the purposes of study and research, in accordance with the normal conditions established by the librarian for the care, loan or reproduction of the paper

Bùi Thị Phương Date 2nd May, 2012

ACKNOWLEDGEMENTS

This study has been completed with the assistance of many people

First of all, I would like to express my deep gratitude to my supervisor Nguyễn Thị Thanh Vân for her valuable advices, precious comments, insightful suggestions, constant guidance and professional help during elaboration the work Her enthusiastic and meaningful assistance greatly contribute s to the fulfillment of my thesis

I also would like to thank all the lecturers in the Faculty of English languages and international studies for their ideas, useful lessons, and fascinating world of language, especially advertising language from which I

benefited a lot for choosing and accomplishing this thesis

Furthermore, I would like to give many thanks to the linguists and writers whose books and researches have been useful materials for my paper Their ideas inspire and help me much during the process of studying and writing the paper

Finally, I would like to express my sincere thanks to all members of my family and my friends for their whole-hearted encouragement without which I would not have been able to complete this study

Hanoi, May 2012 Bùi Thị Phương

ABSTRACT

The language of advertising is very special and different from other languages In this diploma thesis, I will be concerned with the language of advertising I will scope my attention to the linguistic means used in advertisements The main reason to choose this topic was my interest in English language and advertising, for the most part from linguistic point of view I find advertising language fascinating; therefore, I would like to discover its principles, strategies and anatomy of creative writing and grammatical structures

This paper provides the analysis of language of advertising from linguistic point of view and brings knowledge about the use of linguistic devices in advertising The practical research analyses the advertisements and determines the most widely used linguistic means, even in relation to product specialization The findings of the study and analysis are useful for familiarizing and understanding the main issues connected with techniques of writing advertising texts; the concrete statements and data can provide information for those who write advertising texts in English

The diploma thesis is addressed to the students of English language for Specific Purposes, teachers of English language for Specific Purposes, people working in advertising sphere, copywriters and all people interested in language of advertising

TABLE OF CONTENTS

Page PART 1: INTRODUCTION……… ………1

2 Aims and objectives of the study……….……….2

3 Scope of the study ……….…… 3

4 Methodology of the study……….……3

5 Significance of the study……… …….6

6 Organization of the study……… …6

PART 2: DEVELOPMENT……… ….7

Chapter 1: Literature review……… …… 7

1.1 Review of previous researches ……… 7

1.2 Theoretical background……… 9

1.2.1 Definition of advertising……….… 9

1.2.2 Classification of advertising……….10

1.2.3 Functions of advertising……… 11

1.2.4 Features of advertising language……… 11

1.2.5 Structure of an advertisement ……….12

Chapter 2: A comparative and contrastive analysis of linguistic features on English advertising (Marketing and Promotion) terminology with their Vietnamese equivalents….14 2.1 Morphological feature……… 14

2.1.1 Simple and informal words……… 14

2.1.2 Misspelling and Coinages……… 16

2.1.3 Loanwords (Foreign words)……….18

2.1.4 Frequent use of compounds……… 19

2.1.5 Contraction……… 21

2.1.6 Numerals……… ….21

2.2 Phonological feature……… 22

2.2.1 Rhyme……… 22

2.2.2 Rhythm……….23

2.2.3 Alliteration………24

2.2.4 Assonance……….25

2.2.5 Transliteration……… 25

2.2.6 Homophones ……… 25

2.3 Semantic feature……… 26

2.3.1 Personification ……….26

2.3.2 Simile……… 27

2.3.3 Metaphor……… 28

2.3.4 Metonymy……… 29

2.3.5 Antithesis……… 30

2.3.6 Pun……… 31

2.3.7 Hyperbole……….…33

2.3.8 Repetition……….34

2.3.9 Parallelism ……… 36

2.3.10 Euphemism……….38

2.3.11 Semantic ambiguity……… 39

PART 3: CONCLUSION……… 41

1 Recapitulations……….41

2 Implications from the study results ……….…… 42

3 Suggestions for further study……….….43

References……….…44

Appendixes ……… 47

PART 1: INTRODUCTION

1 Rationale

English has been a popular language spoken in many countries in the world It has become an international language widely used in many aspects of life, such as science, technology, economy and so on At the same time, economy and globalization tend to increasingly expand and develop The countries cooperate in not only culture, society but other dimensions as well, especially in economy and trade Thus, it is clearly seen that English is very necessary and vital

Simultaneously, language has been an interesting object of the study for a long time and it is a tool to express the human thought as well as feeling However, understanding our own language is difficult; we have to understand another language, which is more difficult English has many types: English for science, for technology, for construction, for laws, and for business, etc English for business is an important part It has become an indispensable branch

in English taught and used in Vietnam to meet the growing demand Business English alone includes various subtypes of English and the advertising language

is one of those used to perform the same function

Thousands of new products and services are introduced each day, which makes advertising become a strategy, the strategy of informing and persuading customers Advertisers would like to send their customers the most significant and impressive advertisements Sharp and fascinating advertisements can help advertisers leave unforgettable impressions on their potential customers‟ minds The creation of an advertisement is not easy It depends on a sophisticated linguistic insight of phonology, morphology, lexicology, syntax, semantics, etc The area of products and services, the country or geographical regions, the population of the targeted customers, etc also influence the effectiveness of advertisements Advertising is an intriguing subject and an industry It is a flow

of information from the producers to the customers It has become a necessary part of our daily life Advertisements are not only messages for products, services, or ideas at promoting the acceptance or purchase, but also for educating, entertaining, informing, or even warning Advertising contributes to the success of trade in the market In addition, advertising is a major part of the branding It holds a natural interest for most people and helps consumers to define the meaning and the role of products and services and institutions It indicates the difference that exists between brands of products and services, as well as the distinguishing characteristics of companies and institutions It has a big impact on us

My major is interpreting and translating, thus language of advertising is an exciting field of economic language Studying of advertising language is my own interest as well as a method to approach my major effectively To some extent, the study of advertising terminology helps us have deeper knowledge of language, culture, translation, and interpretation to the advertisements

2 Aims and objectives of the study

This paper focuses on finding out some common features of advertising language compared between English and Vietnamese It studies, compares and contrasts the similarities and differences between the linguistic features of English and Vietnamese advertisements It also finds out some reasons to help advertisements be effective and attractive and then draws some hints for the businesspeople to apply and improve their advertising programs In addition, it helps ourselves understand and translate faster and more accurately

This study aims at giving a comprehensive overview on the advertising language used in both English and Vietnamese The findings can be used for practical purposes, namely writing, editing advertisements, even teaching and interpreting or translating language of advertising

For these purposes, this paper investigates the extent to which English differs Vietnamese in advertising language It aims to answer the following questions:

1 To what extent are the English advertisements similar to those used in their Vietnamese equivalents?

2 To what extent are the English advertisements different from those used in their Vietnamese equivalents?

3 What are the factors influencing these similarities and differences?

4 What suggestions should be made to improve the advertisements in Vietnamese to meet both the commercial and cultural ends as well as to effectively adapt the English advertisements by the Vietnamese people?

3 Scope of the study

Due to the limitation of time and scope of the thesis, this study does not cover all aspects as well as all features of advertising language This study deals with the common linguistic features in both English and Vietnamese advertisements, namely lexical, graphetic, morphological, phonological, syntactic, semantic features However, as the previous researches thoroughly investigated into lexical, graphetic, and syntactic features, this study mainly focuses on other ones: morphology, phonology and semantics For analyzing the linguistic features of advertising language, pieces

of advertisements are selected from some common magazines, television and some websites in both English and Vietnamese

4 Methodology of the study

4.1 Data collection

Due to the limitation of time, this study does not cover all aspects of the language advertising It goes through some characteristics of English and Vietnamese advertisements in linguistic features

For analyzing linguistic features, the items of advertisements are not selected from all kinds of media but from television, newspapers, some common magazines and famous websites The study focuses on the description,

analysis, contrast, and comparison on advertisements in both languages, English and Vietnamese The English advertisements are mainly taken from the database of advertisements on website: http://www.textart.ru/database/english-advertisng-slogans.html and some others websites These advertisements are among the biggest companies in different business fields in the world such as telecommunication, electronic device, food and drink, fashion and beauty product, etc The population of Vietnamese advertisements is of mostly famous brands in Vietnam

Moreover, this paper will be more complete if there is more time and knowledge In this research, experimental, quantitative, qualitative, and descriptive methods will be the main methods which are applied As a result, the analytic, deductive, and inductive techniques would be in use

-Deduction: Deduction is from the more general to the more specific This paper would analyze about related fields such as pragmatics, sociolinguistics, and applied linguistics

-Induction: This method essentially complements the deductive method By means of induction, we can arrive at generalizations of patterns, explanations and form questions for further research

-Qualitative and quantitative methods: In order to provide a performance of the linguistic characteristic features of the advertisements, qualitative and quantitative methods will be combined The qualitative

method is used to collect data The data are analyzed qualitatively and then quantitatively Qualitative analysis helps to study individual texts and enables multiple analytic strategies

-The synthetic and analytic methods: An analytic perspective is to identify certain aspects and a synthetic perspective is to view the interdependence of these parts

-Descriptive and comparative methods: Description will provide depth and detailed demonstration Part of the study uses comparison and contrast between groups of data to focus on typical features The major language analyzed in this thesis is English, and contrastive language is Vietnamese The method of making a contrastive analysis is also used to clarify the similarities and differences between English and Vietnamese advertisements The findings from these methods can help to give some useful implications and some suggestions for further research

in Complementary strategies: To accomplish the study, some supplementary methods will be used, namely surveying existing literature, studying the institutional context, seeking special information and personal observation

In this study, I propose the data analysis approach suggested by Selinger and Shohamy (2000) that is data obtained from descriptive research are generally analyzed with the aid of descriptive statistics

The steps of the study are as follows:

- collecting the data from sources

- studying the materials to assure the reliability and the validity

- analyzing the data and discussing the finding

- proposing implication for Vietnamese speaking economists reading and writing in English and translators and interpreters and ESP students

5 Significance of the study

This research will give an overall understanding and deep knowledge of advertising language and detailed description of linguistic features of

advertisements The results of this paper provide an insight for the commercial advertisers as well as the learners studying ESP English The values of the paper are in both theoretical and practical fields It can help to find out linguistic features used in advertising language in terms of theory, help to find out the effectiveness of those linguistic features once applying to the act of advertising, and propose some ways of achieving great impression It provides a valuable evaluation to advertising Results of the research also make sense to serving as the basis for educational decisions about what a specialized student needs to know about successful advertisements in social contexts relevant to their educational, social, and cultural needs

6 Organization

The study consists of three parts

Part 1 is INTRODUCTION It outlines a brief account of relevant information provide about rationale, aims, scope, method, significance and organization of the study

Part 2 is DEVELOPMENT This part is composed of 2 chapters:

Chapter 1: Literature review

Chapter 2: A comparative and contrastive analysis of linguistic features on English advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

Part 3 is CONCLUSION It consists of Recapitulations, Implic ations from the study and Suggestions for further research

PART 2: DEVELOPMENT

CHAPTER 1: LITERATURE REVIEW

1.1 Review of previous researches

Advertising in Vietnam is still young and not exciting enough for customers as compared to the long-built industry of advertising in the USA and European countries These economic and social factors lead to researches on this field in Vietnam and other countries Many researches have been carried out in every aspect of English and features of advertising language The

research “An investigation into the study of the English language used in

advertising slogans issued by some world-famous airline” by Bui, Thi Bich

Thuy mentioned some famous titles relevant to this field They are “English in

advertising: A linguistic study of advertising in Great Britain” by Geofrey

N.Leech(1996), “Advertising as communication” by Gillian Dyer (1982),

“English for sale: A study of the language of advertising” by Lars Hermeren

(1999), or “The discourse of advertising” by Guy Cook (2001) There are also

some researches only focusing on some certain features in advertising language ,

for instance, “Selling America: Puns, language and advertising” by Michel Monnot (1982), “Pictorial Metaphor In Advertising” by Char Forceville (1998), or “Advertising language: A pragmatic approach to advertisements in

Britain and Japan” by Keiko Tanaka (1994) In Vietnam, some researches have

also focused on advertising language such as “Features of advertising language

in the light of communicative theory” by Mai Xuan Huy, “A contrastive discourse analysis of travel advertisements based on the theory of Functional Grammar” by Ton Nu My Nhat (2005) At institutional level, some MA theses

have been carried out For example, in Vietnam National University, University

of language and international studies, there have been some studies on

advertising language, namely “Presupposition and Implicature in English and

Vietnamese Advertising Slogans” by Tran Thien Tu in 2007 or “Figures of substitution used in the language of advertising in some Vietnamese and

English advertisements” carried out by Phung, Thanh Ha, “An investigation into morphological and syntactic features in electronic device advertisements in English (with reference to Vietnamese)” by Do, Thi Thu, the study

“Advertising language used in trade: A comparison in English and Vietnamese” of Hoang Thi Thuy, MA.Thesis linguistics, or “A discourse analysis of travel advertisements in English and Vietnamese” Doctoral

dissertation of English linguistics by Ton, Nu My Nhat, “A comparative study

of some discourse features between English and Vietnamese tourist advertisements” by Nguyen Thi Thu Huong, “Business slogans (Advertising slogans) in English and Vietnamese” by Bui, Thi Trang, “An investigation into the sentence patterns used in travel advertisement on English and Vietnamese websites” by Phung, Ngoc Bich.MA Minor thesis linguistics and “A discourse analysis of beauty product advertisement for females in English (in the light of pragmatics)” by Doan, Tran Thuy Trang There are also some researches on

translation aspect, such as “Slogan and the translation of slogan in advertising”

by P.T.T.Hang (1998), or “A study on difficulties and strategies in English

-Vietnamese translation of advertising slogans” by Phan Thi Van Anh, “A study

on Pragmatic equivalent in Vietnamese-English translation of tourist advertisement” by N.T.T.Hien (2003), or N.T.T.Duong (2002) with “A study

on Translation of terminology in integrated marketing communications”, and

P.T.T.Duong(2006) with “The use of Dynamic equivalence in Vietnamese and

English translation of tourist advertisement” Besides, some articles on the

matters of advertising language edited by Nguyen Kien Truong in a book

published in 2004 called “Advertising and the language of advertising”

All above books, articles, and studies have pointed typical and significant features of advertising language Also in the spirit of inheriting and upholding the previous studies, hopefully this paper will be a small contribution to teaching, learning and researching in the future

1.2 Theoretical background

1.2.1 Definition of advertising

Advertising was born as a consequence of the occurrence and development

of trade Advertising has been considered communicative activities or a bridge between people selling goods and services and people having needs of buying

or using the commodities It attempts to persuade potential customers to purchase or to consume more of a particular brand of products or services The term “advertising” originates from a Latin word “advertere”, which means to warn, or to call attention to something Modern advertising with the meaning

“to spread commercial information” developed with the rise of mass production

in the 19th and early 20th century Advertising is aimed to influence consumers‟ behavior, stimulate them towards action such as sales promotion, special offer, etc As it has different purposes, advertising can be defined in many ways

According to the books for intensive study of Marketing and Commercial:

“Advertising is a form of communication intended to promote the sale of a product or service to influence public opinion, to gain political support, to advance a particular cause, or elicit some other response desired by the advertiser” (Encyclopedia Britannica, 1980)

Bovee (1992) defines that: “Advertising is the non-personal

communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media”

Churchill, Jr and Peter (1998) define: “Advertising is noted as any

announcement or persuasive message placed in mass media paid or denoted time or space by an identified individual, company , or organization to sell a number of audience about products and persuade or remind them of buying, to convey information about the organization itself or issues important to the organization in order to create or enhance perception of the quality or reliability of a product, thus encourage customer loyalty and repeat purchases”

Colly (1997) states that: “An advertising goal is a specific communication

task and achievement level to be accomplished with a specific audience in a specific period of time”

In the book “The language of advertising”, Goddard (1998) suggests

advertising is not just about commercial promotion but can also encompass the idea of texts whose intention to enhance the image of both individuals and groups of organizations

Basing on the above definitions, some common features of advertising might be summarized as follows: adverting is to tell or praise products, services, ideas, etc advertising is non-personal communication It is not aimed

at any individual, or by any individual, it aims at the public or a certain group of people Advertising draws support from media and it is a kind of information that is usually paid Advertising is also a tool to promote desire for purchasing goods and services The aims of advertisements are to increase the sales of the product or service, to create and maintain a brand identity or brand image, to update changes in the existing product line, or to introduce a new product or service, advertising can take many different forms to attract customers‟ interest

-Based on the classification by target audience, advertisements can be divided into consumer advertisements, business advertisements, financial advertisements and service advertisements

-Based on the classification by medium, advertisements can be classified into two main types: printed advertisements (newspaper advertisements, magazine advertisements, etc) and non-printed

advertisements (television advertisements, radio advertisements, Internet advertisements, etc)

-Based on the classification by function, there are informative advertising, persuasive advertising, reminder advertising, and negative advertising

-Based on the classification by region, advertising can be global advertising, national advertising, regional advertising, and local adverting

1.2.3 Functions of advertising

Besides achieving the primary object is persuasion, advertising may achieve some others objects Henderson, Steaurt (1994) in Marketing Manager‟s handbook points out that an advertisement should have four functions: AIDA, which represent four words: Attention, Interest, Desire and Action

The first and foremost function of advertising is to get consumers‟ attention This function is also considered as the identification function to identify a product and differentiate it from others It creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products

The second function of advertising is to arouse consumers‟ interest This function can help establish an interpersonal relationship between producer, advertiser and consumer This aims at creating a trust or a will to customers Another function of advertising is to stimulate consumers‟ desire to buy the product This is also considered as persuasion function, which is to induce consumers to try new products and to suggest reuse of the products

The forth function is to make consumers response to the advertising information and evoke them to take the action of purchasing

1.2.4 Features of advertising language

Language has powerful influence on people and their behaviors This is especially true in marketing and advertising fields As far as the language of advertising is concerned, it is a means of communication and providing

information to the audience It is a linguistic system consisting of words, sounds, images, and even empty spaces For the purposes of it, advertising language is characterized mainly by some aspects as follows:

Firstly, advertising is persuasive It is the art of persuading It persuades basing on the consumer‟s psychology that seeks for goods or services of best quality, reasonable price, diversified choices, etc

Secondly, adverting is attractive and impressive (or professional) Smart advertisers try to make commercials and their products unique, impressive, creative, and aesthetic The more attractive and effective the advertisement is, the more the sales are

Next, advertising is not only an economic and social phenomenon but also

a cultural and mental symbol of nations The respect of custom, thought, and culture must be required to be acceptable and accessible to customers

Fourthly, advertising must be concise and selective Language in advertising should be brief and skillful Advertisers wish to absorb much attention of audiences and by means of impressive words Thus, both linguistic and psychological aspects are taken into account in the choice of words

In terms of qualitative, advertisement is monologue of self-estimation and self-praise In terms of quantitative analysis, most advertisements are exaggerative At the same time, the language use, to some extent, could solve the psychological problems or satisfy the customers‟ wishes.

1.2.5 Structure of an advertisement

In general, most advertisements are organized from the common and typical components An advertisement begins with The Appeal (the headline) which has the function to attract audience‟s attention Appeals can be emotion, fear, humor, or sex Value Proposition (body copy) follows it It contains a reason for customers to be attracted to the product Appearing at the end of the advertisements is normally a slogan It represents the central message that the producers desire to convey It helps to position the product in customers‟ mind and distinguish it from competitors‟ offerings In addition, there are other

components such as illustrations and colors, trademark and brand name All above components are visual elements Audio is another kind of an advertisement

CHAPTER 2: A COMPARATIVE AND CONTRASTIVE ANALYSIS OF LINGUISTIC FEATURES ON ENGLISH ADVERTISING (MARKETING AND PROMOTION) TERMINOLOGY WITH THEIR VIETNAMESE

EQUIVALENTS

As a language used in the business world, advertising language has some noticeable characteristics such as innovative words, simple sentences and vivid description These characteristics make advertising language very different from the language appearing in the textbooks In the linguistic feature, I will analyze the language of advertising from phonological, morphological, and semantic point of view I will provide examples and describe the most commonly used linguistic devices and figures of speech in both English and Vietnamese advertising printed texts

2.1 Morphological feature

Generally, advertisers try by various means at their disposal to get people

to buy the products or services advertised An advertiser attempts to construct

an advertisement that will fully attract the attention of the potential purchaser and have persuasive effects on customers Therefore, he or she makes full use

of every word to draw readers‟ attention and arouse their interest English and Vietnamese advertising texts display many unique features of wording, such as frequent use of simple words, clever use of coinages, monosyllabic verbs, and simple adjectives, as well as compounds, etc which will be discussed briefly and separately in this part

2.1.1 Simple and informal words

The function of advertising is to provide information, attract consumer s, arouse the customers‟ great interest, etc A simple advertisement is intended not only to arouse the customers‟ attention and interest, but also to make them remember it Therefore, an advertisement must focus on its language, and the first step is to use popular and spoken language, the second step is to use some single-syllable words or fewer letters to make it easy to understand and memorize

For example:

Nike: Just do it

We all know the famous advertisement of Nike "Just Do it" This advertisement is very simple but impressive It is easy to memorize because it is

just a normal way of speaking and uses “just”- an informal word to express the impression

Coors beer: It won't slow you down (Light)

Financial Times Newspaper: No FT, No Comment

These advertisements are of a beer company and a newspaper The words

in them are very simple and orally used It uses the abbreviation: “won‟t”, standing for “will not”, and “FT” standing for “Financial Times”, to give an impression that this advertisement comes from real life They use the informal words and informal ways to attract the customers since a simple reason is that customers are the normal and beer and newspaper are also the normal things for them Therefore, the simpler the advertisements are, the easier we understand and the more products are consumed

Chevrolet Cars: Eye it - try it - buy it!

This is an advertisement of selling cars “Eye”, “try” and “buy” which are three simple monosyllabic verbs show the activities between advertisers and consumers directly It expresses the advertiser‟s sincerity, and on the other hand, the advertisement lets consumers have the feeling of the simplicity,

efficiency and affordability in order to increase the reliability between

advertisers and consumers The usage of a range of short verbs also creates an effect for this advertisement

McDonald's fast food: McDonalds I'm lovin' it

In the advertisement of McDonald's fast food, the advertiser employs the spoken language “I‟m lovin‟ it” “Lovin‟” is a common phenomenon used in daily life English people often use the reduction and linking when they speak, which makes the conversation friendly and informal

Some more examples:

ADS: Check Create Inspire

Air: New Fast Efficient

Monsanto: Food Health Hope

It is a pity that informal words are almost used in English advertisements, but Vietnamese ones Vietnamese people appear to prefer something formal when they create business advertisements, thus they do not favor informal words

For example:

Bia Đại Việt: Bia Đại Việt-Đêm của đắm say, ngày của bạn hữu (Dai

Viet beer-Night of the passionate, day of the friendship)

Pond‟s: Pond‟s-Trắng hồng rạng rỡ (Pond‟s-Brightly pink and white) Enchanteur: Enchanteur-Sự lôi cuốn kỳ diệu (Enchanteur-The magic

appeal)

The words “đắm say”, “bạn hữu”, “rạng rỡ”, “sự lôi cuốn kỳ diệu” show the formality and the luxury of the products There does not exist the informal words in these advertisements

2.1.2 Misspelling and Coinages

In some of advertisements, the advertising copywriter misspells some words on purpose, or adds some affixes to some common words New original words are created to attract addressees‟ attention and to meet their needs for curiosity and novelty Many words in advertisements, especially in trade names, are words which are newly coined, or deliberately misspelled and abbreviate d Furthermore, some misspelled words help the advertiser to disseminate the information effectively and also help the advertising become more charming

Orangemostest drink: The Orangemostest Drink in the world

When hearing or reading this advertisement, we may think

“Orangemostest” is a wrong word, but actually it is deliberately created by the advertiser, Orangemostest in this advertisement consists of three elements:

“orange”, “most” and “est” It is well known that orange juice is a popular drink Two superlatives “most” and “est” are added to orange so as to stress the

best quality of this product

Timex: Give a Timex to all, and to all a good time

In example, Timex= time + excellent In English advertising, the suffix ex

is often added to the root, showing the good quality of a product In addition,

“good time” here has a double meaning: it may mean “pleasant time” or

“showing time exactly”

Coinages of this kind are nowhere to be found in dictionaries, but they seem familiar to readers in appearance One can guess their meanings by means

of the context without dictionaries When customers come across newly coined words, their interest is stimulated, and they want to go on reading and take action Thus, the aim of advertising is reached But coinages must be well based

on after-taste and implication, stressing the novelty and uniqueness of the products, without which coinages can produce little effect and will be meaningless

Misspelling some common words is also a clever use of coinages For example:

Westin hotel: Going East, Staying Westin

In this advertisement, the advertiser wrote “Western” into “Westin” on purpose in order to win a seat in consumer‟s memory

Dorado inn: For twogether the ultimate all inclusive one price sunkissed

holiday

This example is an advertisement on providing a couple with a holiday

inn “Twogether” and “together” are similar both in spelling and pronunciation

“To” is misspelled as “Two” on purposes by the advertiser to indicate that the couple could get the romantic day once more if they spend their holiday together in this inn

Psychologically, emotion between lovers tends to become common and ordinary on the surface after a long period, “Twogether” here can remind them

of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Surfeit Shoe: Surefit Shoe Ltd

When the consumers see the word “Surefit” at first sight, they must

imagine “surely to fit your feet” immediately and have a deep impression of this brand

Sony Audio: Hi-fi, Hi-fun, Hi-fashion, only from Sony

Hi-fi means high fine (quality), Hi-fun means high fun, and Hi-fashion means high fashion These three coined words make the effect differ from the common words through the form of words and pronunciation

It is easy to see from the above examples that newly created words vividly express the desirable features, qualities, or functions of the product or service being advertised

In addition, some prefixes or suffixes like “super-”, “-est”, “ex-”, etc, are often used to stress the high quality of the product

In Vietnamese, there also exists this phenomenon; however, it is not so much because it is very difficult to combine words in this way

For example:

Sữa chua Yomost: Đó là một cảm giác rất Yomost ( Yomost milk- That is

a very Yomost feeling)

We do not know what the Yomost feeling is, however, this advertisement lets us feel curious and we would like to know what that feeling is That is the advertiser‟s purpose

2.1.3 Loanwords (Foreign words)

If an advertisement emphasizes the product‟s quality or the origin abroad, loanwords would be the best choice for it The most frequently used loanwords are those from French and Spanish in English advertisements, mostly for wine, food, cosmetics, clothing, etc Added some French in advertisements for wine,

then the quality of this product is undoubted Perfume companies usually add

to the romantic atmosphere of their products by using French words such as Vol

de Nuit Automobile manufacturers will increase the mysterious atmosphere for their product by use of foreign words such as Cordova, Biarritz The most common foreign words are food labels: Del Taco, L‟Auberge, and La Scala

The loanwords in some advertisements are intended to express the exoticism of the products In other cases, loanwords provide quality protection

in some degree and stimulate the desire to take action

In Vietnamese, we often show the name of the product directly Thus, the producers get the foreign names if the products originate from foreign countries

For example:

Enchanteur: Enchanteur-Sự lôi cuốn kỳ diệu (Enchanteur- The magic

appeal)

Boming Kiss Lacvert Essance: Môi hồng xao xuyến mắt ai (Pink lips

crush someone‟s eyes)

“Enchanteur” and “Boming Kiss Lacvert Essance” are the name of products, and they are derived from foreign brand names

2.1.4 Frequent use of compounds

Perhaps the most conspicuous morphological feature of English advertising language is the use of variety of compounds Some compounds are written as single words and some with a hyphen, but others appear as two separate words Because lexical restraints on compounds are few, the advertisers are relatively free to create English compounds which are appropriate to the copy text As a result, English compounds become a conspicuous characteristic of English advertisements In business advertising, compounds can express the thought that the manufacturers would like to show exactly and completely For this reason, compounds are frequently employed

The following are the main ways of word forming:

adj+noun: high-fashion knitwear, top-quality bulbs noun+adj: the farmhouse-fresh faste, brand-new, chocolate-

flavored cereal

v-ing+adj: shining-clean noun+v-ed: honey-coated sugar puffs, Bluetooth-enabled adj/adv+v-ed: warm-hearted, perfectly-testured cakes, full-powered

noun+v-ing: a relief-giving liquid, net-working adj+v-ing: fresh-tasting milk

adv+v-ing: hard-working, the best-selling soft toilet tissue noun+noun: economy-size shredded wheat, a state-of-the-art cell,

hand-set

adv+noun: up-to-the-minute sculling adj+infinite: easy-to dress; hard-to-reach place

Compounds are very flexible; they can also make a profound impression

on people‟s mind when the consumers see the product for the first sight

For example:

Beech-Nut baby food: Beech-Nut Small Is Big Here

St Pauli Girl brand, Germany: Germany's Fun-Loving Beer

Miller Beer: No matter what what's-his-name says, I'm the prettiest and

Lite's the greatest

Smirnoff Ice brand (alternative brewed using a malt base): Smirnoff Ice

Intelligent Nightlife

Max Factor makeup brand: Max Factor The make-up of make-up artists Vital Radiance trademark: Revitalizing beauty for your changing skin Kodak: Kodak Single-use-cameras take pictures where you wouldn‟t

normally take your camera

Chevrolet Cars: The Heartbeat of America

The equivalents of compounding English words also exist frequently in Vietnamese advertisements However, in Vietnamese, they are not called compounding words, they are just phrases Words are combined into phrases to describe products clearly and sharply

For example:

Colgate: Colgate-nhãn hiệu chăm sóc răng miệng hang đầu (Colgate-

the top teeth care)

Samsung Galaxy: Thế giới sôi động (Dynamic world)

2.1.5 Contraction

For the high price of advertisement, using contractions can cut short the length and reduce the cost

For example:

To Let or For Sale: Furnished Edinburgh Court, 462 Argyly st, 2‟ floor,

1,630 sqft 4 bedrooms with dining and living room, private garage Sale at 130,000 Rent 1,400 Tel, 38954 office time or 823748

This advertisement is on renting or selling a house In it, there are many contractions, such as st=street, sqsquare, ft=foot, Tel=telephone

In Vietnamese advertisements, there are not advertisements using this method Advertisements in Vietnam are always long and formal The advertisers always try to make the advertisements clearer and more detailed

2.1.6 Numerals

In many advertisements, we can see the use of numerals It is necessary if the copywriters would like to define the characteristics of the product exactly Numerals are used to define quantity of various aspects, for example percentage

of some substance in a product, number of years in connection to the length of the tradition of the product, the number of satisfied customers, etc

For example:

Lipton: 100% Natural 100% Real tea

Face book: 1000‟s of free games

Credit Suisse bank: Credit Suisse 360° Finance

In Vietnam, a lot of advertisements appear with numerals The Vietnamese advertisements tend to emphasize the number exactly to attract the customers‟ attention

For example:

Vinamilk: Sữa tươi nguyên chất trăm phần trăm (100% fresh milk) Zinzin: Sữa tươi trái cây tươi 100% (Fresh milk fresh fruit 100%)

Clear: Tóc chắc khỏe gấp 10 lần (10 times stronger hair)

My colour: Không chỉ là 1040 màu sơn (Not only 1040 paint colors)

2.2 Phonological feature

Advertising language often uses the techniques similar to those in poetic texts The advantage of so-called mnemonic devices (rhyme, rhythm, alliteration and assonance) is the mnemotechnical effect It guarantees that the receiver of the advertisement better remembers the text and recalls it at the right moment

2.2.1 Rhyme

Rhyme is a pattern of “identity of sound between words or verse-lines

extending from the end to the last fully a ccented vowel and not further.”

(Concise Oxford English Dictionary 2004) Rhyme refers to sounds, not spelling It is commonly found in jingles, slogans and headlines The advertisement is often rhythmised with the brand name

For example:

Peugeot, the French automobiles: The drive of your life

Abbot Ale, Greene King's flagship brand: Some things get better given

longer

Old Milwaukee beer: Old Milwaukee Taste as great as its name

Chevrolet Cars: Eye it - try it - buy it!

Jaguar cars: Grace space pace

In the first example, the word “drive” is rhythmised with the word “life”, which creates the melody for the text The second and the third example s are also rhythmised in the same way The rhyme helps customers not to forget the product

Like English advertisement, Vietnamese advertisements also use rhyme The rhyme in Vietnamese advertising is created by parallel structures, in which the word in the second structure is made rhyme with the word in the first structure

For example:

Bio aximin: Tiêu hóa khỏe, trẻ ăn ngon (Digest healthily, children eat

well)

Sunlight: Chỉ cần gạt tay, sạch ngay dầu mỡ (Just get your hands, oil

and grease will be cleaned immediately)

Mộc Châu: Thảo nguyên xanh, sữa mát lành (Green steppe, fresh milk)

In above advertisements, the word “khỏe” is rhythmised with the word

“trẻ”, “tay” with “ngay”, which makes the advertisements smooth and

melodious

2.2.2 Rhythm

The aim of advertising is to be catchy and easy to remember One of the devices how copywriters can reach it is to use prosodic features – intonation, rhythm and lexical stress - because they have a great emotional and mnemonic effect Even the scientists cannot explain why rhythm and repetition have so powerful attraction on human mind Some suggest that it recalls the regular sound of the mother‟s heartbeat in the womb (Langer 1967: 324; Stetson 1951, in: Cook 1996: 120) or others compare it to the dances of ritual magic (Olson,

1950, in: Cook 1996: 120), that they have an enhancing effect on neuronal circuits in the brain (Newman 1986, in: Cook 1996:120)

Copywriters often use language with rhythmical arrangement It is unnecessary for the listener or reader to notice it They perceive it only subconsciously The result is that the text is memorable and linguistically neat For example:

Hyundai Motor's cars: Driving is believing

Mackeson Beer: Mackeson Beer It looks good, it tastes good, and by

golly it does you good

Miller Beer: If you've got the time, we've got the beer Miller Beer

In Vietnam, rhythm is also used in advertisements; even it is easier to employ rhythm in Vietnamese

For example:

Sunlight: Nhà sạch bóng-đón điều hay (Clean house-get the luck)

Closeup: „Closeup lửa băng‟- Hơi thở thơm mát-kéo dài cực lâu

(„Closeup ice fire‟-fresh breath lasts extremely long)