Điều tra việc sử dụng phép lặp biện pháp tu từ trong quảng cáo truyền hình tiếng việt

Repetition is one of the most popular rhetorical figures used in language of advertising in general and TV advertisement in particular. Thanks to the use of this figure, the language of commercials becomes more attractive, listenable, memorable and persuasive. However, there is a fact that not many researchers have investigated this issue, especially in Vietnam. The research focuses on the use of repetition patterns of rhetorical figure in Vietnamese TV commercials. From that point, the effectiveness of each is also drawn and elaborated, which, to a certain degree, helps advertising agencies construct more effective advertising strategies. To investigate the use of repetition just in Vietnamese commercials, 40 commercials in Vietnamese was collected randomly from major TV channels such as VTV1, VTV2, HTV7, etc. After completing the data collection, all commercials were observed carefully and transcribed on the basis of transcription conventions. After that, they were analyzed and discussed thoroughly, basing mainly on the personal observation in combination with the descriptive statistics. The research pointed out the 8 patterns of repetition of rhetoric device employed in Vietnamese TV commercials as well as the effectiveness of each reflected through findings and data analysis. Repetition is one of the most popular rhetorical figures used in language of advertising in general and TV advertisement in particular. Thanks to the use of this figure, the language of commercials becomes more attractive, listenable, memorable and persuasive. However, there is a fact that not many researchers have investigated this issue, especially in Vietnam. The research focuses on the use of repetition patterns of rhetorical figure in Vietnamese TV commercials. From that point, the effectiveness of each is also drawn and elaborated, which, to a certain degree, helps advertising agencies construct more effective advertising strategies. To investigate the use of repetition just in Vietnamese commercials, 40 commercials in Vietnamese was collected randomly from major TV channels such as VTV1, VTV2, HTV7, etc. After completing the data collection, all commercials were observed carefully and transcribed on the basis of transcription conventions. After that, they were analyzed and discussed thoroughly, basing mainly on the personal observation in combination with the descriptive statistics. The research pointed out the 8 patterns of repetition of rhetoric device employed in Vietnamese TV commercials as well as the effectiveness of each reflected through findings and data analysis.

Vietnam National University Hanoi University of Foreign Languages and International Studies

English Department

Graduation Paper

An Investigation into the Use of Repetition (Rhetorical Figure) in Vietnamese TV

Commercials

Supervisor: Nguyen Thi Mai Huu, MA

Student: Le Tuan Anh Class: 08.1.E20

Hanoi, 2 nd May 2012

ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG ĐẠI HỌC NGOẠI NGỮ

KHOA TIENG ANH

KHOÁ LUẬN TỐT NGHIỆP

ĐIỀU TRA VIỆC SỬ DỤNG PHÉP LẶP (BIỆN PHÁP TU TỪ) TRONG QUẢNG CÁO TRUYỀN HÌNH TIẾNG VIỆT

GVHD: Nguyễn Thị Mai Hữu,TS Sinh viên: Lê Tuấn Anh Khoá: 08.1.E20

HÀ NỘI – NĂM 2012

ACCEPTANCE PAGE

I hereby state that I: Lê Tuấn Anh in group 08.1.E20, 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

Signature

Date

ACKNOWLEGEMENTS

During the course of fulfilling my graduation paper, I was deeply indebted to many people for their enthusiastic support and precious advice

First and foremost, I would very much like to send my most sincere thanks to

my supervisor, Ms Nguyen Thi Mai Huu, for her helpful advice, constructive guidance, and considerable encouragements, without which the thesis cannot be completed

Additionally, I would love to express my special thanks to the teachers of English Department, especially those of ESP subjects, who have provided me with golden comments and experience

I also owe a great debt of gratitude to my family and my friends, especially my classmates in group 08.1.E20 and my roommates, who always gave both spiritual and material encouragements to me during the time of conducting the thesis

Last but not least, I am deeply grateful to librarians of English Department of University of Foreign Languages and International Studies for creating favorable conditions for me to access to materials relating to my thesis

ABSTRACT

Repetition is one of the most popular rhetorical figures used in language of advertising in general and TV advertisement in particular Thanks to the use of this figure, the language of commercials becomes more attractive, listenable, memorable and persuasive However, there is a fact that not many researchers have investigated this issue, especially in Vietnam

The research focuses on the use of repetition patterns of rhetorical figure in Vietnamese TV commercials From that point, the effectiveness of each is also drawn and elaborated, which, to a certain degree, helps advertising agencies construct more effective advertising strategies To investigate the use of repetition just in Vietnamese commercials, 40 commercials in Vietnamese was collected randomly from major TV channels such as VTV1, VTV2, HTV7, etc After completing the data collection, all commercials were observed carefully and transcribed on the basis of transcription conventions After that, they were analyzed and discussed thoroughly, basing mainly

on the personal observation in combination with the descriptive statistics

The research pointed out the 8 patterns of repetition of rhetoric device employed in Vietnamese TV commercials as well as the effectiveness of each reflected through findings and data analysis

Table of Contents ACCEP TANCE P AGE Error! Bookmark not defined ACKNOWLEGEMENTS Error! Bookmark not defined.

AB STRACT Error! Bookmark not defined.

CHAP TER 1: INTRODUCTION Error! Bookmark not defined 1.1 Rationale Error! Bookmark not defined 1.2 Aim of the research Error! Bookmark not defined 1.3 Scope of the research Error! Bookmark not defined 1.4 Significance of the research Error! Bookmark not defined 1.5 Organization of the research Error! Bookmark not defined CHAP TER 2: LITERATURE REVIEW Error! Bookmark not defined 2.1 Overview of advertising, advertisements and TV commercials Error! Bookmark not defined

2.1.1 Definition of advertising Error! Bookmark not defined 2.1.2 Types of advertising Error! Bookmark not defined 2.1.2.1 Print media Error! Bookmark not defined 2.1.2.2 Electronic Media Error! Bookmark not defined 2.1.2.3 Other media Error! Bookmark not defined 2.1.3 Aims of advertisements Error! Bookmark not defined

2.1.4 The criteria to access the effectiveness of using language in advertisements

Error! Bookmark not defined 2.1.5 TV commercials Error! Bookmark not defined 2.1.5.1 History of TV commercials Error! Bookmark not defined 2.1.5.2 Elements of TV commercials Error! Bookmark not defined 2.1.5.3 Language of TV commercials Error! Bookmark not defined 2.2 Overview of rhetorical figure and repetition Error! Bookmark not defined

2.2.1 Overview of rhetorical device Error! Bookmark not defined 2.2.2 Definition of repetition Error! Bookmark not defined 2.2.3 Classification of repetition Error! Bookmark not defined 2.2.3.1 Sound level Error! Bookmark not defined 2.2.3.2 Word level Error! Bookmark not defined 2.2.3.3 Structure Error! Bookmark not defined CHAP TER 3: METHODOLOG Y Error! Bookmark not defined 3.1 Selection of Subject Error! Bookmark not defined 3.2 Research Instruments Error! Bookmark not defined 3.3 Procedures of Data Collection Error! Bookmark not defined 3.4 Procedures of Data Analysis Error! Bookmark not defined CHAP TER 4: F INDINGS AND IMP LICATIONS Error! Bookmark not defined 4.1 Repetitions in Vietnamese commercials Error! Bookmark not defined 4.1.1 The use of repetition in studied Vietnamese TV commercials Error! Bookmark not defined

4.1.2 The frequency of the use of each type of repetition in studied Vietnamese

commercials Error! Bookmark not defined

4.2 The Effectiveness of TV Ads Reflected through the Application of Repetition

Error! Bookmark not defined 4.2.1 Repetition of Sound Error! Bookmark not defined 4.2.2 Repetition of Word Error! Bookmark not defined 4.2.3 Structure Error! Bookmark not defined 4.3 Implications Error! Bookmark not defined 4.3.1 The implication for the study of advertising strategies Error! Bookmark not defined

4.3.2 The use of television commercials in Language classroom Error! Bookmark not defined

CHAP TER 5: CONCLUSION Error! Bookmark not defined

5.1 Summary of the study Error! Bookmark not defined 5.2 Limitations Error! Bookmark not defined 5.3 Suggestions for further research Error! Bookmark not defined CHAP TER 6 REFERENCES Error! Bookmark not defined

APPENDICES Error! Bookmark not defined APPENDIX 1: VIETNAMESE COMMERCIALS Error! Bookmark not defined APPENDIX 2: TRANSCRIPTION CONVENTIONS Error! Bookmark not defined

LIST OF ABBREVIATIONS, FIGURES AND TABLES

LIST OF ABBREVIATIONS Ads: Advertisements

TV: Television

LIST OF FIGURES Figure 1: The use of repetition in Vietnamese commercials ……… 23

Figure 2: The Frequency of Use of Each Type of Repetition in Vietnamese Commercials at Levels of Sound, Word and Structure

……… 24

Figure 3: The Frequency of Use of Each Type of Repetition in Vietnamese Commercials……….24

Table 5: The Frequency of Use of Each Type of Repetition in studied Vietnamese

VIETNAMESE COMMERCIALS

= [bay cao nào, nhảy cao nào, bay cao nào, nhảy cao nào, nào nhảy cùng zinzin]

bay cao nào, nhảy cao nào, bay cao nào, nhảy cao nào, nào nhảy cùng zinzin

Zin↓::zin::: ↑ http://www.youtube.com/watch?v=clcC7yUbHjU

B1: =Dạ, chuẩn bị xong rồi ạ, nhưng thiếu mất ghế HÕA PHÁT ạ.X _B2

B2: Thiếu [HÕA PHÁT] thì làm sao::↑ mà phát::↑ được= B2: =Xài hàng hòa phát, cho lộc phát t[ài]=

B1: Làm ăn d[ài] dài #không hòa thì phát#

Phát tài cùng hòa phát http://www.youtube.com/watch?v=TJjIbAT7D8E

C6 Dr Thanh

R7,8

[Vui chơi hoạt động ngoài trời, NÓNG↑:: trong người::: ↑ (3)] [Vui chơi hoạt động ngoài trời, NÓNG↑:: trong người::: ↑(3)] Uống:: trà dr [thanh] thanh↓ lọc cơ thể::: không lo bị NÓNG:: Uống:: trà dr thanh tận↓ hưởng cuộc sống::: không lo bị NÓNG↓::: NGON TUYỆT

http://www.youtube.com/watch?v=4nnEoX55p8g

C7 Sony

Internet TV

Non

Kết nối một thế giới bạn bè trên face::book

# ( ¶)nắng chiếu lung linh muôn hoa vàng, ……(¶) #

=Thưởng thức mê say hàng ngàn:: giai điệu trên Zing=

=Thoại hình, khai TRIỆU niềm vui hội ngộ=

# (Music) #

= Tết này hãy cùng tận hưởng thế giới online vô tận trên SONY

=Âm nhạc làm cho cuộc sống của tôi được phong phú hơn=

=tôi đã tìm được chính mình Còn bạn, BeU- with Honda

VTV3

R8

Bạn thức dậy với mái tóc như [bờm sư tử↓]=

=Ban đêm là thời điểm tốt nhất để phục hồi tóc=

=[DOVE kem dưỡng tóc ban đêm mới] bổ sung protein giúp phục hồi tóc suốt↑ đêm=

=Tạm biệt bờm sư tử↓, tóc đẹp cho ngày mới↑

DOVE kem dưỡng tóc ban đêm mới↑

VTV3 C10 Sunsilk

R4

G1: Bạn nghe [kỹ]↑:: nha(0.5) G2: Hãy luôn luôn [nhớ] kỹ↑ rửa tay trước mỗi bữa↑ ăn G: Hãy nhớ: #5 quy tắc của bác sỹ nhí#

LIFEBOY (¶)Vì một việt nam khỏe mạnh hơn(¶)

VTV3 C12 Hazeline

R1

G1: Ôi::: trời nắng quá↑ Da mình sạm đen rồi này=

G2: =Kem dưỡng trắng da toàn thân [Hazeline]↑ mới, cho 3↑:: hiệu quả dưỡng trắng (3) và giúp bảo vệ da

khỏi tác hại của ánh nắng mặt trời (1.5) HAZELINE cho làn da tr[ắng], rạng↑ ngời trong nắng

VTV3 C13 Vinamilk

R8

G: [100 %, 100 %, sữa tươi nguyên chất 100 %]=

= 100 %, 100 %, sữa tươi nguyên chất 100 % # G1: # ○Mỗi ngày mỗi ngày○ #

G: # Chúng tôi là những con bò vui nhộn, chúng tôi là những con bò hạnh phúc:::::(1) B1: Uống sữa tươi vinamilk nguyên chất 100 %

http://www.youtube.com/watch?v=IGwzzRzTi9o&feature=related

C14 TV Power

R8

P1: (¶)[Tôi có một POW::ER::](¶) C1: Chúng ta thử kiểm chứng xem họ đã có một POW::ER:: chưa nhé=X _A

A: Tôi có một POW::ER:: (1) C1: Bạn đã có power chưa↑ X _G2 G2: Tôi có một POW::ER:(1) C1: Bạn:: ơi↑ X _G3

G3: Tôi có một POW::ER:: (0.5) G4: Tôi có một POW::ER::(1) C1: Chào cả nhà bạn đã có power chưa↑ X _G5 G5: Tôi có một POW::ER::

C2: Với tivi LCD Toshiba Power sở hữu công nghệ đỉnh cao, không còn là mơ ước xa vời

G6: Tôi yêu Toshiba http://www.youtube.com/watch?v=Wh3Q8qAPd-g

C15 Comfort F1: Xem nè:: đến cuối↑ ngày rồi mà

quần áo ba vẫn thơm↑ mát= X… B B: =@Ôi thích quá@ = X……M1

R8

M1: =[Chỉ với comfort đậm đặc một lần xả, với hàng triệu hạt lưu hương cho hương thơm bền lâu] trên áo quần Comfort đậm đặc một lần xả

hàng triệu hạt lưu hương cho hương thơm bền lâu

VTV1 C16 Cocacola

R5

Dùng gì trong suốt ngày hè đó là [coca co.la]=

=Cảm giác sảng khoái năng lực tràn trề cocacola đích thực là cola=

=Đừng chọn thứ khác ngoài COCACOLA

VTV9 C17 Lipice

Sheercolor

R1,2

(¶) Mưa rơi nhẹ rơi [tí ta tí tách], ta tí tách

Kh hát thật êm, bước chân theo nhịp thật ta tì ta

Và em sao hồn nhiên, xinh như nàng tiên Cho bao chàng trai [ng]ẩn ngơ, [th]ẫn thờ xin làm quen Bước xuống phố trái tim rộn vang hân hoan

Hát câu yêu đời, nụ cười em khiến bao chàng trai ngất ngơ Đôi môi xinh như ngàn nụ hoa lung linh

[Sắc môi em hồng] – I‟m falling in love (¶)=

G1: =Lipice sheercolor, yêu sắc môi em hồng↓

http://www.youtube.com/watch?v=G69eJmg9WK8

C18 Bio-acimin

R7,8

B1: Rối loạn tiêu hóa↑ biếng ăn↑=

B2: =(¶) [Bio-acimin tiêu hóa khỏe để trẻ ăn ngon]

Bio-acimin giúp cân bằng được hệ vi sinh

Hệ vi sinh đường ruột và cung cấp axit amin

Và vitamin của nhóm B và hoạt chất kích thích ăn ngon (¶) B3: Bio-acimin new↑ Tiêu hóa khỏe↑:: Trẻ ăn ngon↑::

http://www.youtube.com/watch?v=NnBdRzrlRSw

C19 Nước giặt B1: Linh::↑ cho anh mượn cái hộp được không (2) X _G1

=Chỉ cần lấy một ít thoa lên vết bẩn

rồi đổ phần còn lại vào máy giặt

[nước giặt Ariel] thấm sâu:: ↑ hơn để loại bỏ vết bẩn G1: Wow↑ vết bẩn không còn nữa X _B1

B1: Cho sức mạnh loại bỏ vết bẩn ưu việt

Nước giặt A::riel mới http://www.youtube.com/watch?v=uPXbWi9TVnI

trồng muôn vàn cầu hoa tặng mẹ và những người thương yêu↓

Trẻ học cảm ơn↓ cành vươn:: lộc tết↑

http://www.youtube.com/watch?v=qBYvARv90xM&feature=related

C21 Nutri IQ

R2

G1: Sữa↑ mẹ là thức ăn tốt nhất cho sức khỏe

và sự phát triển toàn diện của trẻ nhỏ↓ = G1:= Chuyên gia Nuti food không ngừng tận tâm tìm kiếm giải pháp dinh dưỡng

phát huy tốt↑ tiềm năng trí tuệ của trẻ em Việt nam (6) Nu↑ti IQ với↑ công thức IQ MAX

được nghiên cứu bởi chuyên gia giúp trẻ phát triển trí thông minh=

= hệ thống quản lý chất lượng đảm bởi AQSQE IQ Hoa Kỳ http://www.youtube.com/watch?v=96rn9OesxHE

Linh ít ăn mì vì sợ nóng, và:: có thể nối mụn=

=Vừa rồi:: Linh phát hiện ra mì khoai tây omachi rất lạ

Mì làm từ khoai tây nên dai hơn ít↓ dầu mỡ(2) Ngon::: tuyệt::↓

Mì khoai tây omachi [RẤT↑ NGON MÀ KHÔNG SỢ NÓNG] Nhà bạn đã thử chưa↓=

B1: =Omachi rất↑ ngon:: mà không sợ nóng http://www.youtube.com/watch?v=eGqPoQSzzMM

C23 Mì Hảo hảo

R4

G1: Mình ơi::↑ X _B1 B1: [Hảo]:::= X _G1 G1: (¶) Đố anh này món gì tuyệt quá, cộng vàng thơm ngon quá là ngon= X _B1 B1: =Nè em mì gói ăn ngay

chờ trong 3 phút có ăn liền hà::= X _G1 G1: =Đố anh mì gì em mua điểm tốt

ăn rồi là nghiện luôn= (¶) X _B1 B1: = HẢO 100 đáng 100::↑ điểm tốt

còn gì hơn GIÁ RẺ lại NGON B2: #Uả nay bán mì gói nữa ta # G1: HẢO 100, nhà em HẢO món này lắm=

B1: =HẢO 100 ĐÁNG 100 ĐIỂM:::

http://www.youtube.com/watch?v=s-_Nx2xq7kk

phải phát hiện 100 % các mẫu virus trên toàn thế giới=

= Phần mềm diệt virus BKAV công nghệ điện toán đám mây đã XUẤT SẮC

vượt qua các vòng kiểm định để đạt chứng chỉ VB 100 % BKAV bảo vệ máy tính theo cách chuyên nghiệp

http://www.youtube.com/watch?v=wi45luosBVQ

C25 Beeline

R5,8

P1: Vui↑ [tết] canh dần:: cộng thêm một niềm vui bất↑ ngờ

Đăng ký beeline ngay trước tết Đi theo trúng tết:: ↑=

G: = (¶) Têt tết tết tết đến rồi Tết tết tết tết đến rồi

Tết tết tết tết đến rồi Tết đến trong tim mọi người(¶) (1) B1: Đăng ký beeline trước tết và nhận tới 505 nghìn đồng cho cả năm

Cùng Beeline vui tết suốt↑ cả năm

B1: Ai trước đây↑::=

B2:= Đã↑ quá PEPSI ơi::↑

VTV3 C27 Pantene G1: Dù thử nhiều giải pháp nhưng tóc mình vẫn [gãy↑ rụng]

R4,7

cứ gãy rụng mãi↑:: thôi

G1: Đón chào dòng sản phẩm chăm sóc tóc hiệu quả dài lâu tốt↑ hơn bao:: giờ hêt của PANTENE

Sau 50↑ 70↑ hay 100↑ lần chải tóc mình [KHÔNG CÕN] gãy rụng,

mình KHÔNG CÕN phải lo lắng nữa

Patene mới

VTV1 C28 Sunlight

R3,8

B1: Này:: cậu đầy mỡ↑ lại↓ còn bốc mùi nữa↑

như mùi cá tanh hay trứng thối::↑ ấy= X _B2 B2: = ○Thật sao○

B1: Đừng lo↑ [Sunlight khử mùi t[anh]]

với chiết xuất trà xanh và chanh

khử sạch mùi tanh và đánh bay các vết dầu mỡ CẢ trên môi nhựa (1.5) X _B2

G: Chưa↑ bao giờ mình sạch đến thế Thật tuyệt.=

B1: = Sunlight khử mùi tanh mới::↑, đánh bay dầu mỡ

khử sạch mùi tanh ngay↑ cả trên đồ nhựa

VTV3 C29 Kem đánh

răng PS

R8

Đương nhiên hạt nhỏ↓ s :↑ trở nên nghiêm trọng↓

nếu không được phát hiện kịp:: thời

[PS ngừa sâu răng vượt trội] tăng cường thêm 50 % canxi

để lấp đầy các lỗ nhỏ li ti trước khi chúng phát triển thành sâu↑ răng

PS NGỪA SÂU RĂNG VƯỢT TRỘI

VTV1 C30 Thép

HTV9 C31 Khoai tây

B1: Nhóm S-Tam nghĩ trong 3 tháng(2) để sưu tập thẻ từ pocca

VTV3 C32 Bột nêm

Huggies

R1

B1: Hug↑gies giới↑ thiệu loại tã mới phù hợp cho:

Hòn đá lăn (1) Mê:: nhào lộn (1) Nhanh:: như chớp(1)

Da m[ượt] thích↑:: trượt (1.5)

Đó chính là tã quần [HUGGIES DRY] mới=

=Chỉ cần: xé thun bên hông mặc nhanh tã mới thả bé tiếp tục vui chơi=

=Với lòng đáy hút ẩm 100 % tã quần huggies dry được chứng nhận y khoa giúp ngăn ngừa khăm tã cho da bé luôn khỏe.=

= Tã quần hug↑gies dry mặc nhanh thay dễ mông khỏe bé vui

VTV3 C34 Tủ lạnh

Jumbo

B1: Làm sao mà bỏ quả dưa vào tủ lạnh JUM↑:: PO(1) G1: [Cắt↑ ra]

Non

B1: Bố↑ ơi con mới về::(3) B1: Ồ:: bánh orieo socola↑(6) B1: Xoay:: bánh nếm:: kem (3) chấm↑ sữa (7) B2: hê:::hê

B1: # @@ #

HN1 C37 Kẹo Coolair

R1

Không thể [tập trung↑] (2) Hãy dùng 2 viên COOL AIR (1) Cơn lốc the mát BÙNG↑ lên giúp bạn tập trung trở lại(3) Nhai cool [air] vui lái xe

Cool air sảng khoái tinh thần tỉnh táo lái xe

VTV3 C38 Bà nà Hills

Để bình minh sinh ra lần nữa

Đá vẫn xanh vẫn tựa vào nhau Chốn bình yên giấc mơ thiên đàng (¶) G2: Bà nà hill:: Đường lên tiên cảnh↓

(¶) [Tôi muốn] mình tìm đến thiên nh[iên]

Tôi muốn sống như loài hoa hiền Tôi muốn mọi người sống yên vui Tôi muốn ước mơ tràn muôn màu Tôi muốn chào hạnh phúc nơi đây Nơi xanh mãi tình yêu ban đầu (¶) G2: E↑copark Thành phố xanh tươi↓

APPENDIX 2:

Transcription Conventions

[….] Indicates the repetition of sound, or word, or sentence

= a) turn continue bellow, at the next identical symbol

b) if inserted at the end of one speaker‟s turn and at the beginning of the next speaker‟s turn, it indicates that there is no gap at all

between the two turns (2) An interval between utterances (two seconds in this case)

- A single dash indicates an abrupt cut-off

CAPITALS Especially loud sounds relative to surrounding talk

Ah::: Indicates lengthening the preceding sound

○ ○ Utterances between degree signs are noticeably quieter than

surrounding talk

I … “ .” indicates uncompleted utterance

↑ ↓ Indicate marked shifts into higher or lower pitch in the utterance

following the arrow

@ Laughter during or in speech

(¶)… (¶) Speeches between two symbols are sung

# ….# Simultaneous or interfering utterances

X _G1 The gaze of the speaker is marked above an utterance and that of

the addressee below it An unbroken line ( _) indicates that the party marked is gazing towards the other (girl 1 in this case);

absence indicates lack of gaze Dots ( .) mark the transition from nongaze to gaze and the point where the gaze reaches the other is marked by X Commas (, , ,) indicates the moment when gaze is shifted

A period indicates short pause ( <150 miliseconds)

, A comma indicates untimed pause (>150 miliseconds)

Ha:rd Colon indicates the prolonging of the prior sound or syllable (note) Single parentheses indicate a possible extra interpretation

Supervisor: Nguyen Thi Mai Huu, MA

Student: Le Tuan Anh Class: 08.1.E20

In such a current socialist market-oriented economy in Vietnam, advertising is

an indispensable marketing tool for businesses to promote sales It is possible to say that never has it squeezed so deeply into the social life and dominated the choices of customers strongly

Also, the development of technology and science has brought about the appearance of many forms of advertising Among them, TV commercial is identified

as the most popular one with a very large number of viewers

To achieve the effectiveness as expected from an advertisement, especially TV commercial, language is of crucial importance and it must be always vivid, creative and persuasive William Bernbach, a renowned advertising pioneer, said that “the truth isn‟t the truth until people believe you, and they can‟t believe you if they don‟t know what you‟re saying, and they can‟t know what you‟re saying if they don‟t listen

to you, and they won‟t listen to you if you‟re not interesting unless you say things imaginatively, originally, freshly”

However, to reach the imaginativeness, originality and freshness of advertising language, there must have the great help of rhetorical figures Repetition itself is one

of the most prevalent rhetorical figures that make a great contribution to this success

For all aforementioned reasons, the researcher has decided to work on this study in the hope of gaining knowledge of repetition, its classification and much further applying effectively them into Vietnamese advertising campaigns

1.2 Aim of the research

First of all, the researcher would like to investigate the different types of repetition used in the selected TV commercials Through synthesis and analysis of the advertisements, the researcher expects to indicate which types are used most frequently in those ads as well as the effectiveness of applying repetition into TV ads Research Questions:

1 What are typical types of repetition used in the studied TV commercials?

2 What is the frequency of the use of repetition types in the studied TV commercials?

3 How is the effectiveness of TV ads reflected through the application of repetition (rhetorical figure)?

1.3 Scope of the research

The research was carried out to investigate the repetition patterns employed in Vietnamese commercials Only 40 Vietnamese TV advertisements were collected from the major TV channels in Vietnam such as VTV1, VTV2, VTV3, H1, HTV7, HTV9, etc as well as from the websites such as http://youtube.com and http://truyenhinhtv.com in the internet All of these commercials were proved to have broadcasted in the time ranging from 2010 to 2012

Moreover, the research only investigated the verbal language of TV commercials to indicate theorical basis of repetition

1.4 Significance of the research

The research would certainly bring many benefits once having been finished Theoretically, it can indicate the types of repetition used in Vietnamese TV commercials and their effectiveness It is certain to be a useful source of information for the other relevant researches Practically, the result of the study is expected to serve

as a noteworthy reference for creating effective TV commercials when it comes to the marketing strategies

1.5 Organization of the research

The paper is divided into 5 chapters as below:

Chapter 1: Introduction, describing the research topic, its rationale, aims, significance, scope, and the organization of the research

Chapter 2: Literature Review, presenting the theoretical background in the light

of which the research matters will be discussed

Chapter 3: Methodology, pointing out the methods applied to investigate the research matters

Chapter 4: Findings and Implications, presenting the outcome of the study and provides answers to the research questions

Chapter 5: Conclusion, summarizing the overall study, proposing some recommendations with regards to turn-taking in practice, and suggesting some forms

of further studies on the field

CHAPTER 2: LITERATURE REVIEW

This chapter would discuss the theoretical background of advertising, TV commercials, rhetorical devices and repetition

2.1 Overview of advertising, advertisements and TV commercials

2.1.1 Definition of advertising

Advertising, terminologically, has been defined in a variety of ways First of all, the term “advertising” is originated from the Latin verb “advertere” which means “to turn towards” In the Oxford Learner‟s Dictionary, advertising is defined as “the act of describing products or services publicly in order to persuade people to buy or use it”

In a more simple expression of Oxford Advanced Learner‟s Dictionary (8th

Edition), it

is understood as “the activity and industry of advertising things to people on television,

in newspapers, on the internet, etc

Many the previous researchers also provided the different concepts of advertising such as Bill Max (1908-1994), Robert Leduc, Angela Goddard (1998), etc Noticeably, in the early 20th century, a well-known advertising copywriter named John

E Kennedy remarked that advertising was “salesmanship in print” Briefly, but this saying successfully indicates that the ultimate purpose of advertising is to sell In

1999, Phillip Kotler, et al provided a very brief and concise concept of advertising:

“Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.”

From the above definition of Kotler, it can be seen clearly that two main characteristics are noticed in terms of advertising, namely “presentation” and

“promotion” “Presentation” refers to an offering; “promotion” involves

communication and persuasion; therefore, advertising is designed to offer people ideas, goods, or services and persuade them of the benefits, utility, and desi rability (W Downes, Concise Encyclopedia of Sociolinguistics, 2001)

2.1.2 Types of advertising

Before coming deeply into the study on TV commercial, it is necessary to have

a general look at other types of advertising From then, to some extent, it is possible to offer a comparison among different types

To classify types of advertising, it is possible to base on some criteria like objects of advertising or media of advertising However, in the scale of this study, the media of advertising was preferred According to lesson 23 in the course of business study in The National Institute of Open Schooling (NIOS) in India, media-based advertising could be categorized into three main kinds as below diagram:

Diagram 1: Types of advertising media

2.1.2.1 Print media

Print media was considered a very common and old media for advertising This was the advertising way through newspapers, magazines, journals, etc it was also called the pressing advertising

A newspaper provides the sources of the news, opinions and the current events Small or large ads can be given on a newspaper either on the side of a news column of

in front of the paper Therefore, it is very convenient for businessmen to advertising

on this media Although the number of people reading newspapers daily is quite remarkable, they mainly read for news and pay a little attention to advertisements

In terms of periodicals, they are published regularly on the basis of week, fortnight, month or even year With the great number of readers on these periodicals, they can bring advertisements to many more people

The commercial are also televised As can be seen, television is an excellent media for promoting products since it is one of most popular used means by the masses It would be elaborated much more in the overview of TV commercials

Lastly, the internet is the most updated ways of communication and gathering the information It also can be regarded as one of the best media for advert ising

2.1.2.3 Other media

Two kinds of media mentioned above can be considered the indoor advertising Additionally, to these media, they usually spend a certain cost accessing these advertisements On the contrary, other media like hoardings, posters, and vehicular displays are the outdoor advertising and the consumers have to pay no money to see such ads

They are one of the oldest means for advertising something, before the invention of TV, radio, and computers It is very easy to see them, especiall y in big cities like Hanoi or Ho Chi Minh, placed on the roadsides, walls of buildings, roof tops or iron frames

2.1.3 Aims of advertisements

To successfully apply types of repetition (rhetorical figure) into advertisements, especially TV commercials, it is very essential to have certain knowledge of the typical functions of an advertisement

Regarding this, in American Marketing Manager‟s Handbook (1969), the AIDA theory was repeated and it pointed out indispensable features of any advertisement Strong (1925) stated that AIDA is a simple acronym that was devised a long time ago

as a reminder of four stages of the sales process AIDA stands for Attention, Interest, Desire, and Action

First of all, a good advertisement must have something attractive and catching to be able to draw the public‟s attention In other words, it must have something that pulls consumers towards products advertised rather than something that pushes them away

eye-After getting attention, it is very important to sustain the public‟s interest by appealing to the public in some ways bringing them feelings that what are being said seems relevant to their lives

Once they are interested in advertised products, then the next step is to stimulate consumers‟ desire to buy the product and make them realize that this product

is just what they want

Finally, an advertisement must evoke the consumers to take the specific actions which might be a product to buy, a phone number to ring, a behavior they can change,

or a group to join

It can be realized that all these four functions are inter-related to promote the selling power of the advertised product

2.1.4 The criteria to access the effectiveness of using language in advertisements

To gain the effective use of language is not whoever can conduct well Basing

on the aforementioned four functions of advertisement, some criteria drawn to assess the effectiveness of a commercial include attention, readability, memorability and selling power

Mentioning these criteria, Leech (1966) defined that attention value is generated through some aspects such as illustration, display typography, vocal emphasis, prompt spelling, grammatical solecism, metaphor and paradox Readability relates to simple and colloquial style and familiar vocabulary Phonological regularities such as alliteration, rhythm, rhyme and jingle are connected to memorability Selling power is generated through frequent use of imperatives and superlatives

According to Zhao (1992), readability might mean “how to keep up suspense, interest, or amusement on the psychological aspect On the linguistic plane, it means

“how to make the massage easy to grasp and assimilate”

In view of the memorability, the languages must be used suitably and shortly to help the viewers remember the brand-name, slogans, key phrases, etc easily Cook and Guy (1985) indicated that phonological regularities of repetition patterns can

“make verse easier to memorize than prose

To the selling power, it related much to the function “action” of TV commercials It mentioned how to make the advertising massage more persuasive and stimulated the consumers to buy the product

2.1.5 TV commercials

Despite being introduced later than some forms of advertising such as magazines, newspapers, billboards or radio, etc, TV commercial has developed rapidly with a very large number of audiences and proven its persuasive power in influencing human behaviour day by day

2.1.5.1 History of TV commercials

Regarding the history of TV commercials, Dao Huu Dung, in his book “Quảng cáo truyền hình trong nền kinh tế thị trường” (2006), considered that television commercial was broadcasted for the first time in the United States on July 1, 1941 Right at 8 am of that day, the watches and clocks of Bulova Company was first advertised on New York station WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies Thus, the USA is the pioneer of television advertising industry For other countries, it was introduced much later, such as Japan

in 1953 on Nippon Television, France in 1968 on TF1, etc