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The principal objective of this research is to figure out the typical types of repetition and their frequency in English print advertisements in newspapers and magazines. The research method involved observation of document .Thirtyfive English print advertisements were collected based on a set of four criteria. The data analysis procedure led the researcher to three main kinds of repetition which were repetition of sounds, words and structures; and eight subtypes including rhyme, chime, assonance and alliteration, anaphora, epistrophe, epanalepsis, anadiplosis and parison. Among these types, word repetition was reported to be applied the most in the sampled ads, however, when coming to a more detailed classification, anaphora became the most popular repetition pattern. Although the research was conducted seriously and carefully, limitations were inevitable. Because of the limitation in data sources, the researcher could not carry out the study in a larger scale. Due to the small number of samples, generalization was far from being achieved. Besides, the study only focused on the English print advertisements in newspapers and magazines, therefore, the researcher would like to call for further research in this issue with more types of advertising being investigated.
! " " # $ # ABSTRACT i LIST OF TABLE, FIGURES AND ABBREVIATIONS iii PART A: INTRODUCTION 1 PART B: DEVELOPMENT 6 CHAPTER 1: REVIEW OF LITERATURE 6 CHAPTER 2: METHODOLOGY 17 CHAPTER 3: FINDING AND DISCUSSION 22 PART C: CONCLUSION 32 REFERENCE 35 APPENDIX 38 No Tables / Figures Page 1 %&"'(")%**+, 14 2 -&"'(.)-/%-, 15 3 0& 121)%**3, 21 4 +&. 27 5 4& 28 6 3&5 29 7 6&7 31 8 8& 33 9 9%& ), 30 10 9-&: 32 11 90& 233 Abbreviations 1 ads: advertisements (; 1 1. Title of the paper " 2. Statement of the problem and rationale for the study ; " !< ; = <<; ! 1 <-//6< >= < "3 -//6 <" % ?7 ; ; @ ' 3. Aims and objectives of the study & %% > A %- > A %0 @ ),A 4. Significance of the study The role of advertising in the modern economy is becoming more and more significant and more money is spent on advertising. In addition to the global - economic crisis, companies are increasingly calling for accountability in all areas of their expenditure which obviously includes advertising campaigns. As advertising represents a substantial cost, evidence is required to make sure that the spending is justified. Therefore, the need for investigating how to maximize the effectiveness of advertising is increasing. Recently, there have been a lot of studies examining the advertising strategies and effects. However, very few studies have paid attention to the linguistic features of the advertisement – in this case, repetition (rhetorical devices) - which is supposed to make a great contribution to the success of advertisements. Furthermore, among many different types of advertising media such as leaflet, poster, billboard, radio, television, Internet, etc., newspaper and magazine, which are considered as an old way of advertising, has played a very important role in the advertising industry in general. According to the book named Serious Effective Advertising, the fact that fifty-seven percent of adults in the U.S. read a daily newspaper and sixty-seven percent read a Sunday paper; an average of 45 minutes per day are spent on reading at least one newspaper or magazine and even more than an hour is spent on Sunday has proved the essential role of newspaper and magazine in daily lives, thus making them one of the most powerful media of advertising. In fact, there have been many researchers studying about the use of rhetorical devices in advertising, for example Tom and Eves (1999), McQuarrie and Mick (1996), etc. Nevertheless, there have been few researches discussing the application of repetition which is one of the most significant linguistic features in advertising language (Vasiloaia, 2002) as well as its effects on advertising. As a result, the study is conducted with the hope of thoroughly investigating the use and effects of repetition in English newspaper advertisements. The study is expected to become a useful source of reference for not only other researchers who share the same interest but also advertisement producers in creating effective ads, especially for international marketing strategies. 0 5. Scope of the study The main objective of the research is to investigate the use of repetition patterns employed in English print advertisements in newspapers and magazines. 35 pieces of advertisement were collected from a lot of sources. 6. Methods of the study 1.2. Data collection instrument With the purpose of pointing out the repetition (rhetorical device) in the chosen English printed advertisements, document observation is used to collect data. 1.3. Data collection procedure 1.4. Data analysis method The descriptive analysis and statistic research methods are applied to achieve the research objectives. After finish collecting data, the researcher identifies and calculates all the items of each type of repetition in the chosen ads. The collected data are then put into comparative and contrastive analysis to evaluate the effects on those ads according to the analytical purposes. 1. Organization of the study & + ; !"#$ & ' ; ( B .& ';;(1&; ';;;(9$& !' 4 $ %&' (B. 9 ; 1.1. Overview of advertising and newspaper advertisement &(&(&( )!* + "CD.CD CD; CD C D 5 )< -//-, ;")-/%/,) -/%-,C ), D""" )"1",C D " E F $? )%***, C 3 D = C D )> #F1 %**8,; CD CDC D )< , ; # ;F.)%**8,) -/%-,C7 D; &(&(,( -)!* + " " > 9 #? ' . )%**+, ; ' # 6 [...]... the promoted bike which was so strong to help people deal with difficult conditions The special feature might play important role in consumer’s decision of purchasing the bike The next pattern is epanalepsis, which was not popular in the chosen ads The key words are repeated at not only the beginning but also the end of the phrase to draw people’s attention, create stronger impression, thus may lead... as “the fact of doing or saying the same things many times” In a more complicated way, repetition is defined as the repeating of word in a sentence with no particular placement of the words so as to strongly impress on readers or listeners (Le et al., 1997) According to Edward and David (1996), the rhetorical operation of repetition combines multiple examples of some elements of the expression without... Repetition of words Repetition of words is categorized as anaphora, epistrophe, epanalepsis and anadiplosis Anaphora is defined as repetition of words at the beginning of the successive phrases It can create strong emotional effects along with great impression which can helps to enhance the rhythm and memorability in the line Epistrophe refers to repetition of one or more than one words at the end of the consecutive... Another type of word repetition is epanalepsis According to Smyth (1920), epanalepsis is “the repetition of the initial word (or words) of a clause or sentence at the end of the same clause or sentence” Strong emphasis lies at the beginning and the end of the sentence; thus by having the same phrase in both places, it is likely that readers will pay special attention to the sentence The fourth type is... last word of a preceding clause More 16 specifically, the word is used at the end of the sentence and then used again at the beginning of the following sentence (Smyth, 1920) Therefore, readers can be strongly impressed and are able to remember the key information of advertisements more easily 1.2.3.3 Repetition of structures Parison, also known as parison, means giving two or more parts of the sentences... potential newspapers is presented in the following table No Newspaper No Newspaper 1 Vietnam News 6 The New York Times 2 Heritage 7 Daily News 20 3 Hanoi News 8 USA Today 4 Word Hanoi 9 Thoi Bao Kinh Te 5 Doanh Nhan 10 Gia Đình & Cuộc Sống Table 4: List of newspapers and magazines After having a variety of newspaper, all of the advertisements in those newspapers were taken out Then the framework consisting... newspaper advertisements were gathered for analysis The analysis method was majorly adapted from “A study on the use of repetition (rhetorical device) in Vietnamese TV commercials” conducted by Le Tuan Anh (2012) The selected advertisements were coded as A1, A2, A3, etc The capital letter A stood for “advertisement” while the numbers 1, 2, 3, etc referred to the order of newspaper advertisements in the... advertising In Vietnam, the first newspaper advertisement appeared in Gia Định Newspaper in 1882, much later than in the US However, following the international trend, the advertising industry of Vietnam has strongly developed with the profit of more than 20,000 billion VNĐ in 2012 in which print advertising covered about 30% of the total income 1.1.4.2 The importance of newspaper and magazine ads Due to the