Đang tải... (xem toàn văn)
This chapter would introduce the research topic, its rationale, aims, significance, scope, and the organization of the research. 1.1. Rationale In such a current socialist marketoriented 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.
CHAPTER 1: INTRODUCTION This chapter would introduce the research topic, its rationale, aims, significance, scope, and the organization of the research 1.1 Rationale 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: What are typical types of repetition used in the studied TV commercials? What is the frequency of the use of repetition types in the studied TV commercials? 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 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 (8 th 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 desirability (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 2.1.2.2 Electronic Media This is the most common way of advertising in the current marketing It mainly consists of radio, television and internet Among types, radio was introduced earliest in the advertising campaign For radio, commercials are conducted through audio and not visual Due to this reason, it’s important that the audio commercial made is well spoken and has sounds and words that catch the attention of the listener 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 advertising 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, especially 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 eyecatching 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 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 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 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 On the whole, it is not a long time since TV commercial was presented to the public; however, it has built up dramatically, especially in some developed countries such as the USA, Japan, France, etc In Vietnam, although the first television broadcasts were in the 1960s when the United States set up two channels (one Vietnamese language and one in English in Saigon), TV commercial was really expanded after the “Doi Moi” policy in 1980 At that time, the Vietnam’s Government began to adopt open-door policies which allowed foreign enterprises and companies to business with Vietnamese ones 2.1.5.2 Elements of TV commercials TV commercial is a mix of a lot of different factors such as image, language, sound, etc According to a Presentation (Retrieved from www70.homepage.villanova.edu) named “Creating Broadcast Advertising”, it can be classified into two typical elements, namely video and audio Diagram 2: Creating Broadcast Advertising Elements of Television Commercials Video Dominates Massage Perception, Use Visuals and Motion to Convey Massage Audio Music, Voices, Sound Effects TV Commercials Can Achieve Audience Acceptance If They Are Well-done In an advertisement, it is necessary for images to be fused with words aiming to present not only a creative concept, but a story as well Thus, images and words or language in a TV commercial play a very important role in generating sustained appeal from television viewers Besides, the audio should be accompanied by the visual massage to develop the point Thus, if all above elements work well together, TV commercials can easily catch the public’s attention and interest 2.1.5.3 Language of TV commercials Vorlat (1976, p 291) claimed that language is an indispensable tool in advertising in general and in TV commercial in particular, which is to convey a 10 C33: Hug↑gies giới↑ thiệu loại tã phù hợp cho: Da m[ượt] thích↑:: trượt (1.5) To this example, the way of repeating the sound “ượt” helps viewers listen to and remember this massage more easily Or in another example of advertising chewing gum “cool air”, the sound “e” at the end of the words “air” and “xe” also sticks massage of effect of chewing cool air deeper in the viewers’ head C37: Nhai cool [air] vui lái xe In terms of chime, and assonance and alliteration, like the rhyme, they all not only create rhythm in the speeches but help viewers retain lines in their mind for a long time This can be realized through some examples as followings: C4: (¶) Lạm phát cao mà Ơi:: ngất ngây đây= = dù giá quay cuồng, tưng bừng ta::::say↑:::: C17:Và em hồn nhiên, xinh nàng tiên Cho bao chàng trai [ng]ẩn ngơ, [th]ẫn thờ xin làm quen Both C4 and C17 employed the pattern of chime with repeated consonant sounds such as “ng” in “ngất ngây”, “q” in “quay cuồng”, “ng” in “ngẩn ngơ” and “th” in “thẫn thờ” All such sounds have effect on creating fluency of the speeches Some other commercials represented the pattern of assonance and alliteration, which indicated the three or more repetitions of a vowel or consonant C5: B2: =Xài hàng hòa phát, cho lộc phát t[ài]=Làm ăn d[ài] dài #khơng hịa phát# C28: B1: Đừng lo↑ [Sunlight khử mùi t[anh]] với chiết xuất trà xanh chanh khử mùi đánh bay vết dầu mỡ CẢ môi nhựa (1.5) In the C5, the sound “ai” was repeated three times at different words, namely “xài”, “tài” and “dài” In the C28, it was very interesting when the sound “anh” was used at the end of words “tanh”, “xanh”, and “chanh” It can be seen that they are the 27 key words which help viewers look back on the core massage of commercial In C5, the core massage can be taken out that Hoa Phat chair can help the consumers grow richer In C28, Sunlight is extracted from green tea and lemon and can eliminate fishy smell On the whole, these patterns are employed in Vietnam commercials in order to mainly improve the readability, listenability and memorability Whereas, these criteria are drawn from AIDA theory Thus, it is possible to say that repetition types, to some extent, help ads able to draw the public’s attention and sustain their interest 4.2.2 Repetition of Word It is certain that this kind of repetition is the most common with the percentage of nearly 45 % of total of commercials using repetition patterns Apart from the effects of readability and memorability, it is able to attract the attention of the viewers At the level of word, there are patterns of repetition, respectively anaphora, epistrophe, apanalepsis and anadiplosis Regarding the Anaphora, it can have a strong effect on emotion of the viewers Moreover, it can make a great impression which helps to increase the rhythm and memorability in the line C2: B1: Chúc ông bà câu ý = Chúc cô chén an khang = Chúc anh chị [một dĩa], dĩa tài lộc In the C2, the word “Chúc” was repeated a lot of times, more exactly, appeared at the beginning of each turn of speaking, which made a strong emphasis on the massage of commercial Moreover, the verb “Chúc” meaning “wish” in Enlish also stimulated the viewers’ thoughts to buy knor as a gift on Tet festival C27: Sau 50↑ 70↑ hay 100↑ lần chải, tóc [KHƠNG CỊN] gãy rụng, 28 KHƠNG CỊN phải lo lắng For this example, “khơng cịn” meaning “not” in English was repeated at the beginning of lines By using this negative meaning, the advertiser stressed more on the prominent feature of this shampoo “Pantene”, which is that shampoo Pantene can protect and bring up the hair well Thus, the persuasion of features of advertised product is much higher, which makes consumers take actions to buy it Besides, the second word “not” affects the consumers’ feelings It gives a massage to the consumers that if they use shampoo Pantene, they must not worry about the problems of hair On the whole, the repetition pattern of C2 and C27 makes speeches smoothly, attracts the attention of the consumers and more importantly, increases their selling power on the televised products The second pattern of repeating words is epistrophe, which means the repetition of a word or many words at the end of successive phrases Through the study, it can be seen that this kind is used less than anaphora but more than the two remaining ones, namely epanalepsis and anadiplosis To this kind, the last words of phrases are emphasized in order to express noteworthy concepts or features of advertised products In the C3, the phrasal verb “trúng vàng” meaning “gain gold” in English was spoken out many times By putting stress on “trúng vàng”, the advertiser expected to stimulate the consumers to pay their more attention to and buy these products thanks to the given benefit Besides, the repetition of “trúng vàng” generates the memorability and smoothness in the speakers’s words C3: Vui xuân xé nhãn trà xanh độ:: [trúng vàng]= =Năng lực number 1:: trúng vàng= =Number soya:: trúng vàng= =trà doctor Thanh:: trúng vàng= 29 Another typical example of this kind is the C16 with the repetition of the word “Cocacola”, which is also the brand of the product To help the viewers remember the brand much more, the name of itself was repeated many times at the end of the sentences C16: Dùng suốt ngày hè [coca co.la]= =Cảm giác sảng khối lực tràn trề cocacola đích thực cola= =Đừng chọn thứ khác COCACOLA The next pattern is epanalepsis, which is used quite unobtrusively in Vietnam commercials, but presents a lot of effectiveness The C5 is considered a typical mode of this kind C5: Phát tài hòa phát In the phrase “phát tài hòa phát”, “phát” meaning “prosper” in English occurred at both the beginning and the end of the same phrase, which are two positions of stronger stress The word “phát” generates two effects at the same time Firstly, it makes an emphasis on the name of products which can help the viewers bear in mind longer Secondly, the “phát” or “prosper” means to be successful, especially in terms of finances according to the Oxford Dictionary Thus, the repetition makes the viewers interested more in the usefulness of the product Finally, in terms of anadiplosis, the C1 and C6 are the noticeable examples C1: Túm [cái chân] (1) vớ ::↑ [cái đầu] (0.5) đầu to (0.5) chân dài = The word “cái đầu” occurred at the end of the first sentence and at the beginning of the successive one It can be seen that this pattern makes speeches smoother and more fluent Besides, it help the viewers retain the massage of advertisement in their mind longer 30 C6: Uống:: trà dr [thanh] thanh↓ lọc thể::: không lo bị NÓNG:: In this example, the word “thanh” means both “green” and “cleanse” in English This repetition not only sticks the massage of the product deeper in the viewers’ mind but also convey the advertising massage in more creative way Like the C5, the word “thanh”, apart from showing the name of product, expresses the usefulness of adverted product In general, the repetition of word contributes a great number of benefits to the success of a televised product It not only can catch the attention of the viewers, increase the listenability and memorability but also enhance the selling power from the consumers 4.2.3 Structure First of all, through the findings, it can be seen that this kind of repetition has been applied the most in Vietnamese commercials Considering this kind alone, it occupied more than 28 % out of 36 TV selected commercials To mention the parallelism is to mention the similarity of structures or the repetition of a sentence or clause C6: [Vui chơi hoạt động ngồi trời, NĨNG↑:: người::: ↑ (3)] [Vui chơi hoạt động trời, NÓNG↑:: người::: ↑(3)] Uống:: trà dr [thanh] thanh↓ lọc thể::: khơng lo bị NĨNG:: Uống:: trà dr tận↓ hưởng sống::: khơng lo bị NĨNG↓::: NGON TUYỆT C13: G: [100 %, 100 %, sữa tươi nguyên chất 100 %]= = 100 %, 100 %, sữa tươi nguyên chất 100 % # 31 G: # Chúng bị vui nhộn, chúng tơi bò hạnh phúc:::::(1) For the above commercials, each pair of sentence contains the features of this repetition The repetition is not merely the repeated words, but the repetition of the whole sentence It is possible to understand easily that it first can help increase the memorability of the viewers Thus, all features of an advertised product like the name, usefulness or usages, etc can be kept in the viewers’ mind longer Moreover, once the whole sentence which contains the key massage is underlined, it will help advertisements more persuasive 4.3 Implications 4.3.1 The implication for the study of advertising strategies First of all, the findings from the study indicated that up to 36 of 40 Vietnamese commercials employed the rhetorical operation of repetition as an effective tool of creating a successful TV advertisement As a result, it is obvious that repetition cannot be ignored when any marketer or multinational company wants to create a persuasive commercial To apply this rhetorical device most effectively, however, they have to achieve a thorough knowledge on them The findings from my study are expected to bring the useful knowledge when it comes to making advertising strategy for domestic markets Basing on the AIDA concept, criteria to assess the ads, as well as the effectiveness of repetition patterns referred in Chapter and Chapter 4, it could be recognized easily that most of repetition types undertook all of functions of advertisements, namely attention, listenability, memorability and selling power However, looking deeply at each kind, it also could be seen that they had their own prominent functions Specifically, R6 and R7 were much prone to the attention 32 function Meanwhile, R1, R2, R3, R4, and R5 concentrated much more on functions of both memorability and listenability Lastly, R8 was supposed to embrace all functions, but mainly increase selling power Another noteworthy point is that AIDA concept connects closely to the product life cycle regarding the advertising strategies Therefore, if can understand deeply effectiveness of repetition patterns, it is possible to apply them into each stage of product life Seemingly, each product experiences major stages, namely introduction, growth, maturity, and decline For the introduction stage, the product is advertised to create attention and the immediate profit is not very necessary The product is launched with its requirements for getting it launched in such a way so that it will have maximum impact at the moment of sale A good example of such a launch is the launch of “Window XP” by Microsoft Corporation The second phase is the growth one, which mainly focuses on calling interest of the consumers Therefore, the cost of advertising in this phase is very high It can be seen that the two first stages of product life-cycle relate much to the “attention” and “interest” in AIDA concept In other words, ads for these phases must attract the public’s attention as well as must be readability and memorability Thus, to these stages, the application of repetition R1, R2, R3, R4, R5, R6, and R7 into advertising language is totally possible 33 The maturity stage is defined by the reduction in the rate of sales growth and a further reduction in unit costs This stage, brands are a key to this New brands are introduced even when they compete with the company’s existing products A successful product maturity stage is extended beyond anyone’s timely expectations A good example of this is “Tide” washing powder, which has grown old, and it is still growing The last stage is the decline one For this phase, there is an intense pricecutting and many more products are withdrawn from the market During this stage both revenues and profits decline New products are introduced into the marketplace and replace the old products For the last stages, advertisements focus more on the “desire” of the consumers and stimulate them to buy products instead of arousing their attention and interest In other words, these phases see the great importance of selling power All types of repetition, especially R 8, as mentioned, can increase the selling power, so it can be employed into advertisements of these phases In general, each phase of product cycle-life associates with each part of AIDA concept For this reason, each suitable pattern of repetition can be employed in commercials for each phase of product cycle-life 4.3.2 The use of television commercials in Language classroom There is no doubt that a great number of sources of authentic materials are used for teaching and learning languages such as articles, movies, songs, etc However, there are still very few attentions paid to the usefulness of TV commercials Therefore, in this section, some reasons are presented to prove that the use of commercials in the classroom has become ideal for teaching and learning languages First of all, with the explosion of high technology, especially the internet, it is just a piece of cake to catch commercials from the websites In fact, commercials are always available on dozens of major websites such as http://www.youtube.com/, http://clip.vn/, http://truyenhinhtv.com/, etc 34 Secondly, through an investigation into the use of repetition in Vietnamese TV commercials, the researcher sees that commercial messages are short and catchy, with key words and phrases repeated Actually, most of TV advertisements are at the high level of brevity which helps make the language used accessible to the language learners and teachers Finally, TV commercials are especially replete with authentic and current spoken language Thanks to this reliable source, language learners can easily imitate the dialects of native speakers With such aforementioned reasons, TV commercials are also considered a good source of materials To be able to use this source in classroom, a lesson plan should be built In order to make a good lesson plan, selecting a suitable commercial is extremely important Whether a commercial is fit or not depends so much on the factors, including the elements of language that the teacher wants to concentrate on and the interests of the students On the background knowledge of Alfred Smith, the professor of French, Linguistics and Foreign Language Education at Utah State University, and Lee Ann Rawley, the Assistant Director of the Intensive English Language Institute, Utah State University mentioned in “the Journal of the Imagination in Language Learning and Teaching (1997)”, it is possible to divide the lesson plan into three stages as followings: Stage 1: Previewing This stage is a preparation period for students to know much more about the information of the commercial Some activities are designed so as to appeal to the 35 students’ attention, activate their background knowledge, and arouse their interest in the following activities Stage 2: Viewing After catching the information of the commercial and paying much attention to it, the students will watch collected TV commercial The activities for the viewing stage require students to watch the commercial with a purpose and a task The students will have to concentrate on some aspects of the commercial relating to the lesson such as the vocabulary, the grammar, pronunciation, or the content Stage 3: Post-viewing It is possible to say that this is the stage which helps students have a lot of chances to practice Designing activities in this phase also varies with different lessons For listening or speaking lessons, after seeing and hearing the commercial many times, students have had opportunities to discuss and have a deeper understanding of issues such as vocabulary, pronunciation, or structures However, to a critical thinking lesson, activities focus much more on evaluating what students have seen and heard in the commercial On the whole, it can be seen that TV commercials are really good materials for learning language, even the mother one The above steps of a lesson are the foundation to be able to build more detailed lesson, suiting for each subject such speaking, listening, critical thinking, etc CHAPTER 5: CONCLUSION 36 In spite of the high popularity of repetition (rhetorical figure) in most of advertising languages, even in Vietnamese, its patterns have hardly been defined thoroughly To this research paper, it performs as a fairly comprehensive study of repetition patterns, and to some extent, also reflects effectiveness of each pattern in Vietnamese TV commercials As can be seen in the previous chapters, general introduction, the theoretical background, the methods and the results of the research have been worked out fully This chapter, serving as the conclusion part of the whole research, firstly, some noticeable research findings will be briefly reviewed Subsequently, it will specify some limitations of the study, based on which suggestions for further studies will be offered 5.1 Summary of the study Firstly, in terms of the overall look at the use of repetition, the study has indicated that out of 40 commercials collected from major Vietnamese TV channels, it is up to 36 ones that employ the repetition operation of rhetorical devices, accounting for 90 % Thus, it can be concluded that repetition is one of the most popular rhetorical devices used in advertising languages, even in Vietnamese Second, regarding the frequency of each repetition pattern at levels of sound, word and sentences, the research has discovered that the repeated words are applied the most and the two remaining ones are nearly the same However, when considering the frequency of using each type out of total of 8, the pattern of parallelism is seen to be employed most, making up more than 28 % Thirdly, in the view of effectiveness of repetition in commercials, the findings, although can not reflect all, to some extent, certainly indicate theoritically effectiveness of using repetition patterns such as enhancing attention, memorability, listenability and selling power 37 From these findings, the researcher suggests the establishment of the suitable and persuasive advertising strategies in TV channels by advertising agencies 5.2 Limitations Although the study has been completed with the greatest researcher’s efforts, there still exist a number of limitations due to the time constraints, and the researcher’s limited ability and experience First of all, the rather limited number of samples with only 40 Vietnamese TV commercials collected could not best and exactly represent for the whole commercials on TV channels in Vietnam Thus, this, to a certain degree, had an effect on the generalization of the findings of the research The second thing is that most of selected commercials were merely involved in the ads for just some domestic products such as food, drinks, beauty care, household appliance, consequently, it is difficult for the researcher to make a valid generalization about the effectiveness of the use of repetition in Vietnamese commercials Last but not least, only findings analyzed and discussed in the study were not persuasive enough to reflect clearly and exactly the effectiveness of repetition patterns Thus, the study would be much better if some related figures or the ideas of advertising experts were involved in It is certain that the shortcomings are unavoidable in any study However, for further related studies in the future, they will be noteworthy lessons 5.3 Suggestions for further research 38 As introduced in the theoretical background, there have been so few studies on the application of repetition (rhetorical device) into creating advertisements up to now, especially in Vietnam Therefore, it still offers other researchers large room to carry out further studies Regarding the restriction on the number of samples, the larger number of them should be involved in further related studies so as to certify the validity and reliability of them Besides, if possible, the target subject of these studies also should be broader, aiming to increase the generalizability of the findings Apart from broadening the target subject, the scope of these studies can be widened to not only Vietnamese commercials but ones of other languages as well like English From then, there is a good comparison of the use of repetition in commercials among different languages or pairs of languages Finally, in terms of the limited evidence for concluding the effectiveness of repetition types reflected through their application into Vietnamese TV commercials, it is recommended that the future studies should carry out much more thorough experiments on the targeted subjects as well as refer to many more ideas of advertising experts REFERENCES 39 Book Cooper, L 1960, The rhetoric of Aristotle, Appleton-Century-Crofts, Inc, New York Corbett, EP 1990, Classical rhetoric for modern student, 3rd edn, Oxford University Press, New York Crowther, J 1995, Oxford Advanced Learner’s Dictionary, 5th edn, Oxford University Press, Oxford Dao, HD 2006, ‘Chương 2: Quảng cáo truyền hình, đặc tính mục đích’, Quảng cáo truyền hình kinh tế thị trường, NXB Đại học quốc gia Thành Phố HCM, HCM City, pp 23-26 Gagnon, E 2003, ‘The keys to sales and marketing success’, The marketing manager’s handbook, MSABC Company, Atlanta Goddard, A 1998, The Language of Advertising, Routledge, London Halliday, MAK & Hasan, R 1994, Cohesion in English, Longman, London Kotler, P, Armstrong, G, Saunders, J, & Wong, V 1996, ‘Principles of marketing: Mass communication’, Advertising sales, promotion and public relation, 2nd edn, Prentice Hall Inc, New Jersey,p 793 Lagerwerf, L & Meijers, A 2005, ‘Inferred Metaphors or Inappropriateness? Effects of Trope and Openness’, Conference Papers International Communication Association, Viewed December 8th, 2011 from Communication & Mass Media Complete database Le, BH, Tran, DS, & Nguyen, KP 1977, Từ điển thuật ngữ văn học, Hanoi National University Publisher, Vietnam Lord & Thomas 1926, The book of advertising test, University of California Library, Chicago & New York Journals & Conferences Edward, FC & David, GL 1996, ‘Figures of Rhetoric in Advertising Language’, Journal of Consumer Research, vol.22, n4, pp 424-438, The University of Chicago Press, Chicago 40 Ellen, T & Sara, S 1996, ‘Program development and evaluation’, Collecting evaluation data: Direct observation, viewed 30 march 2012, Lagerwerf, L & Meijers, A 2005, ‘Inferred Metaphors or Inappropriateness? Effects of Trope and Openness’, Conference Papers International Communication Association, Viewed December 8th, 2011 from Communication & Mass Media Complete database Le, TT, & Pham, TMK 2008, ‘Phép lặp từ vựng quảng cáo tiếng Anh tiếng Việt’, Tạp chí khoa học công nghệ, Đại học Đà Nẵng, vol.4, no.27, pp 165-169 Leigh, J 1994, ‘Journal of Advertising’, The Use of Figures of Speech in Print Ad Headlines, vol 23, no.2, pp.17-33, viewed December 11th, 2011 from Communication & Mass Media Complete database McQuarrie, E & Mick, D 1996, ‘Journal of Consumer Research’, Figures of Rhetoric in Advertising Language , vol 22, no.4, pp 424-438 Phillips, B & McQuarrie, E 2002, ‘Journal of Advertising’, The Development, Change, and Transformation of Rhetorical Style in Magazine Advertisements 1954-1999, vol 31, no4, pp 1-13 Smith, A & Rawley, L 1997, ‘the Journal of the Imagination in Language Learning and Teaching’, Using TV Commercials to Teach Listening and Critical Thinking, vol 4, viewed 30 March 2012, < http://www.njcu.edu/cill/vol4/smith-rawley.html> Strong, EKJr 1925, ‘Journal of Applied Psychology’, Theories of Selling, vol.9, no1, pp 75-86 Vorlat, E 1976, ‘Are the persuaders well hidden? On language advertising?’, Leuvense Bijdragen, vol.65, no.3, pp 291-297 Wesley, J2006, ‘ADV’, Repetition in advertising, vol 493, no.2 Yuan, C (2005) ‘Online journal of language in India’, Rhetorical characteristics of advertising English, vol.5, no.3, viewed December 11th 2011 41 ... 5th edn, Oxford University Press, Oxford Dao, HD 2006, ‘Chương 2: Quảng cáo truyền hình, đặc tính mục đích’, Quảng cáo truyền hình kinh tế thị trường, NXB Đại học quốc gia Thành Phố HCM, HCM City,... from Communication & Mass Media Complete database Le, TT, & Pham, TMK 2008, ? ?Phép lặp từ vựng quảng cáo tiếng Anh tiếng Việt? ??, Tạp chí khoa học công nghệ, Đại học Đà Nẵng, vol.4, no.27, pp 165-169... limitations of the study, based on which suggestions for further studies will be offered 5.1 Summary of the study Firstly, in terms of the overall look at the use of repetition, the study has indicated