HUE UNIVERSITY HUE COLLEGE OF FOREIGN LANGUAGES ENGLISH DEPARTMENT - GRADUATION THESIS “ANALYZING THE LANGUAGE OF ADVERTISEMENTS ON TOURISM IN VIETNAM” Student: Nguyễn Mỹ Ngân Student’s Code: 10K4051057 Year: 2012-2016 Supervisor: Ms Trương Thị Như Thủy (MA) Hue, 5/2016 Graduation thesis ACKNOWLEDGMENTS In the process of completing this graduation paper, I have received a great deal of help, advice, guidance and encouragement from many teachers, friends and my family It is my great pleasure I have got First of all, I wish to express my deepest gratitude to my supervisor Ms Truong Thi Nhu Thuy (MA), for her constant support, various materials, precious advice and valuable comments on draft chapters to complete this study This would not have been possible conducted without her supports Besides, I would like to extend my sincere thanks to Hue University College of Foreign Languages for providing us professional learning environment and facilities as well as all the teachers in English Department for their useful lessons, teaching, guidance, experience sharing with the whole hearted instruction and giving enthusiasm to lift us to be better ones as we are today Especially, I am proud of my family and friends They are always beside, support and encourage me throughout this study I wishfully send the deepest gratitude to all of efforts, support for me to complete this graduation paper Finally, it is an honor for me to extend my regards to all those who kindly gave their advice and supported me If there are not these helps, I could not complete my graduation paper successfully All your help and support is motive power for me to finish this study Hue, May 2016 Nguyen My Ngan Nguyen My Ngan – 10K4051057 Graduation thesis DECLARATION I certify that this assignment is my own work and I used only the sources listed in the bibliography Moreover, to the best of my knowledge and belief, it hasn’t contained any materials previously published or written by other people, except where reference is used in the text of the study Hue, May 2016 Nguyen My Ngan Nguyen My Ngan – 10K4051057 Graduation thesis LIST OF TABLES Table 4.1: Lexical choices in tourism advertisement 39 Table 4.2: Lexical choices in English and Vietnamese tourism advertisements 45 Table 4.3: Verbs used in English tourism advertisements 45 Table 4.4: Sentence structures in English and Vietnamese tourism advertisements 46 Table 4.5: Sentence types in English and Vietnamese tourism advertisements 46 Table 4.6: Figure of speech in English and Vietnamese tourism advertisements .47 LIST OF CHARTS Picture 1.1: The process of communication .10 Chart 1.1: Top 20 the most popular triggering words 15 Chart 4.1: Lexical choices in tourism advertisement 39 Chart 4.2: Percentage of type of adjective in Tourism advertisements in Vietnam 41 Chart 4.3: Sentence types in tourism advertisements in Vietnam 41 Chart 4.4: Sentences realized by structure in tourism advertisements in Vietnam 43 Chart 4.5: Figure of speech in tourism advertisements in Vietnam 44 Nguyen My Ngan – 10K4051057 Graduation thesis Table of Contents Chapter 1: INTRODUCTION 1 Rationale of the research Aims of the study Objectives of the study Scope of the study: .2 Research question Structure of study Chapter 2: LITERATURE REVIEW 2.1 Text and Context 2.1.1 Concepts of Text 2.1.2 Concepts of Context 2.2 Advertising 2.2.1 Notions and Aims of Advertising 2.2.2 Genre of Advertising 2.2.3 Language of Advertising Nguyen My Ngan – 10K4051057 Graduation thesis 2.2.4 Advertising as a means of communication 2.2.4.1 The process of communication 2.2.4.2 Functions of language 11 2.2.4.3 Language creativity .12 2.3 Tourism and Tourism Advertisements .12 2.3.1 Definitions of Tourism 12 2.3.2 Products of Tourism 13 2.3.3 Tourism Advertisements 13 2.3.4 Distinctive Function of Tourism Advertising .13 2.3.5 Definitions of Tour 13 2.3.6 Generic Structures of Tourism Advertisements 13 2.4 Linguistic characteristics 13 2.4.1 Lexical choices aspect .13 2.4.1.1 Triggering Words .13 2.4.1.2 Adjectives 15 2.4.1.3 Verbs 17 2.4.1.4 Nouns 19 2.4.1.5 Pronouns 19 2.4.2 Syntactic aspect 20 2.4.2.1 Sentence types 20 2.4.2.2 Sentence structure .21 Nguyen My Ngan – 10K4051057 Graduation thesis 2.4.3 Semantic aspect 22 2.4.3.1 Personification 23 2.4.3.2 Simile 23 2.4.3.3 Metaphor 24 2.4.3.4 Hyperbole 24 2.4.3.5 Metonymy 24 2.4.3.6 Polysemy and Homonymy 25 Chapter 3: METHODS AND PROCEDURES 25 3.1 Research design .25 3.2 Research methods 25 3.3 Description of samples 26 3.4 Data collection and sources of data 26 3.5 Data analysis 26 3.6 Research procedures .27 Chapter 4: FINDINGS AND DISCUSSION 27 4.1 The analyzed data 27 4.1.1 Tourism advertisements in Vietnamese .29 4.1.2 Tourism advertisements in English 34 4.2 Analysis of lexical aspect 39 4.3 Analysis of syntactic aspect .41 4.4 Analysis of semantic aspect .43 Nguyen My Ngan – 10K4051057 Graduation thesis 4.5 Comparison between English and Vietnamese tourism advertisements in Vietnam 44 4.6 Factors affecting the language of tourism advertisements in Vietnam 47 Chapter 5: CONCLUSION AND IMPLICATIONS 49 5.1 Some suggestions for teaching and learning about tourism advertisements 49 5.2 Conclusion .51 5.3 Limitation of the study .53 5.4 Suggestion for further research .54 BIBLIOGRAPHY 55 Nguyen My Ngan – 10K4051057 Graduation thesis Chapter 1: INTRODUCTION Rationale of the research Tourism promotion is an essential source of information for potential tourists It engages people in decision-making of the destination they would like to travel to In this digital age, greater attention has been given to the development on tourism through such approaches and this has been utilized by most countries in the world, which in turn has encouraged the necessary development of the tourism sector To promote tourism, travel agencies use languages feature to advertise their products to customer As a result, the language of tourism becomes one of the exited research areas to focus on, in particular tourism advertisements Language of tourism advertisement is very important because it gives detailed portrayal of the potential tourism destination in which attempts to persuade, attract, encourage and seduce the potential tourists to be actual tourists It is true to say that tourism advertisement is a form of communication between the creator of advertisement and the consumer Since it is a form of communication, the concern about the language will be essential Besides, tourism advertisements have their own characteristics by combination of the different components The language used in tourism advertisements must be condensed, believable, distinctive and images used are highly selective and should look “real” in the eyes of readers In other words, it must sound convincing to readers in such a way that it quickly makes readers realize the benefits of a certain product or service In Viet Nam, with the rapid economic growth and travel needs’ increase, we can easily catch out any tourism advertisements everywhere and every time It has become a vital means for tourists to make a tour In order to capture the public’s attention as well as promote well tourism products, it is necessary to take language of advertisements on tourism into consideration Therefore, “Analyzing the Language of Advertisements on Tourism in Vietnam” is expected to be beneficial Aims of the study This study aims to analyze the typical language features of Advertisements on Tourism in Vietnam Nguyen My Ngan – 10K4051057 Graduation thesis Objectives of the study - To describe the language features of Language of Advertisements on Tourism in Vietnam in terms of the lexical choice aspect, syntactic aspect and semantic aspect; - To compare and contrast features of language between Vietnamese and English languages to find out similarities and differences; - To find culture factors affecting the language of tourism advertisements; - To give some useful solutions for students of English in general and students majored in English tourism to prepare for their future jobs Scope of the study: The study is limited to analyze the language features of written Vietnamese and English tourism advertisements, focus on slogans and headlines The data for the study was collected from online websites of travel companies in Viet Nam from 2010 to now Research question To achieve these objectives, the following question will be answered: What are the language features used in tourism advertisements in Vietnam ? What are the differences between language features in English and Vietnamese tourism advertisements ? What factors affect the language of tourism advertisements ? What suggestions should be noted for teaching and learning about tourism advertisements ? Structure of study The study is structured in five chapters as follows: Chapter one begins with introduction including the research scope, objectives, significance, as well as the research questions Chapter two represents some theoretical concepts of languages features Although such analysis was made, it would be very difficult to elaborate it in such limited space For that reason, in this work the language of advertising from the linguistic, especially lexical, syntactic and semantic points of view will be analysed The study will provide examples and describe the most commonly used linguistic devices and figures of speech in tourism advertising Also in the chapter, the general views of advertising and tourism language are taken into consideration Nguyen My Ngan – 10K4051057 Graduation thesis Chart 4.4: Sentences realized by structure in tourism advertisements in Vietnam The result shows the frequency of incomplete sentences is much higher than that of complete ones (83 percent and 18 percent) Obviously, in headings or slogans of tourism field the shorter sentences help highlight the travel products as well as make the customers easy to memory Parallelism is another linguistic feature that occurred in the tourism advertisements In the research, parallelism also was used in headlines or slogans but it was not used popularly just in 80 tourism advertisements Parallelism can be either syntactical or semantic Syntactical parallelism usually refers to the repetition of the same word or synonyms while semantic parallelism refer to relevant ideas, in most of the cases these two are interconnected and occur at the same time In this case, parallelism used in “Dream Hoi An - Explore it - Discover yourself” is both syntactic parallelism of words Hoi An and it, and semantic parallelism of explore and discover 4.4 Analysis of semantic aspect Tourism advertising language is meant to be playful, innovative and full of surprising expressions that would attract the attention of consumers Headlines and slogans in tourism, as probably the shortest advertising message, are meant to be a real attention seeking device That is the reason why advertisers have to use semantics Nguyen My Ngan – 10K4051057 43 Graduation thesis figure of speech including personification, simile, hyperbole, metaphor, metonymy, polysemy and homonymy to create the best advertisements Chart 4.5: Figure of speech in tourism advertisements in Vietnam The chart shows that hyperbole is the figure of speech used most in researched advertisements which accounted for 25 percent in total As we mention above, hyperbole is also an art in writing tourism advertisements, it beautifies tourist attractions more attractively and make the products prominent Advertisers often use hyperbole to give dignity as well as enhance the value of their travel products As a result, it is one of the most important techniques to get good result In the second place, personification was also a device used in advertisements on tourism which accounted for 11,3 percent Personification can help advertisements associate with human beings and make travel product close to tourists Next, metaphor took up for 6,3 percent in all these devices Metaphor in tourism advertisements is one of the most successful rhetorical devices with implicit meaning, but reading it, readers still understand what the advertiser means Using metaphor in writing makes tourism advertisements really lively and vivid In the last place, polysemy and homonymy were also good devices in creating good memorable advertisements, however, here they just took up for one percent in all figures of speech 4.5 Comparison between English and Vietnamese tourism advertisements in Vietnam Nguyen My Ngan – 10K4051057 44 Graduation thesis Types of word English Vietnamese Triggering word 12.5% 7.5% Verb 50% 30% Proper noun 92.5% 77.5% Adjective 90% 72.5% Pronoun 20% 5% Table 4.2: Lexical choices in English and Vietnamese tourism advertisements In terms of lexical aspects, both English and Vietnamese tourism copywriters mention common elements in choosing lexis such as triggering words, adjectives, verbs, pronouns and proper nouns Looking at the above tables of tourism advertisements in English and Vietnamese, we can see that the use of adjectives and proper noun found in the two kinds of advertisements was the highest in all types of words, above 70 percent However, the occurrence of types of words in two languages has differences In the first place, all types of words in English tourism advertisements are used more than Vietnamese tourism advertisements In the second place, frequency of pronouns in Vietnamese tourism advertisements was the least in all types of words used with percent while that was triggering word in English with 12,5 percent What is more, there are differences between using verbs in English and Vietnamese tourism In English, finite verb and non finite verb occurred, however, these were no occurrence in Vietnamese The ratios of finite and non finite verbs in English tourism advertisements were showed in the following table: Verb form Occurrence Percentage Finite verb 12 60% Non finite verb 40% Table 4.3: Verbs used in English tourism advertisements The table shows that finite verbs occurred twenty percent more than non finite verbs in English tourism advertisements From the data analyzed, it can be said that finite verbs used in the advertisements were in simple present form and simple imperatives while that non finite verbs used were the –ing participle or infinite form Sentence structures Nguyen My Ngan – 10K4051057 English Vietnamese 45 Graduation thesis Incomplete sentence 85% 80% Complete sentence 15% 20% Parallelism 5% 0% Table 4.4: Sentence structures in English and Vietnamese tourism advertisements From the table it can be said that both of two languages are used incomplete sentence much more than used complete sentence Complete sentence only took up about a quarter of all advertisements in research Because one of features of slogan and headline in tourism advertisements is short and easy to memorize However, the ratio of incomplete sentence to complete sentence is different in English and Vietnamese tourism advertisements In English the number of complete sentences is a bit higher than that of Vietnamese tourism advertisements (85 percent and 80 percent) The table shows that parallelism is linguistic feature that only occurred in English tourism advertisements in researched data Syntactic parallelism of words or grammar is effective to make impression and easy to memorize in customer’s mind However, it is true to say that parallelism have not yet noticed and been used popularly in Vietnamese tourism advertisements Sentence types English Vietnamese Declaratives clause 7.5% 12.5% Interrogative clause 5.0% 2.5% Imperative clause 15.0% 2.5% Exclamative clause 0% 0% Table 4.5: Sentence types in English and Vietnamese tourism advertisements In the selected data of two languages, no exclamative clauses are found However, in Vietnamese tourism advertisements declaratives clause are used most which accounted for 12,5 percent while in English tourism advertisements that is imperative clause made up 15 percent It seems that advertisers use imperatives in English tourism advertisements in pursuit of minimizing the formality and distance made in writings to create friendliness and closeness to the readers of all levels and ages Therefore, the purpose Nguyen My Ngan – 10K4051057 46 Graduation thesis of those advertisements is not only giving information but also guiding and instructing like a friend to the readers The advertisements are seen to be tourist-oriented As for Vietnamese tourism advertisements, although the literary style is relatively to attract to readers, it seems that the corpus is mere descriptions to readers It may be due to the concept in Vietnamese people’s mind that tourism is only for people who care about traveling to find the information about the places they want to know on the Internet Therefore, Vietnamese tourism advertisements used declaratives clause to describe travel products more than interrogative and imperative clauses The advertisements are seen to be place-oriented Figure of speech English Vietnamese Personification 7.5% 15% Simile 0% 0% Metaphor 2.5% 10% Hyperbole 27.5% 22.5% Metonymy 0% 0% Polysemy & Hononymy 2.5% 0% Table 4.6: Figure of speech in English and Vietnamese tourism advertisements The table shows that in both of languages hyperbole is the highest place, next is personification and lastly is metaphor However, hyperbole is employed more in English tourism advertisements (27,5 percent) than in English and Vietnamese tourism advertisements with the percentage of 22,5 Hyperbole makes the products or service more noticeable and desirable Although the difference is not considerable, it still shows readers to see the differences in using the device Then, metaphor with 10% in Vietnamese tourism advertisements compared with 2.5 percent in English tourism advertisements Metaphor is an interesting and prominent device, used to add descriptive meanings Sometimes due to differences in culture, it is hard to use it in English tourism advertisements in Vietnam As a result, these are used more in Vietnamese As for personification, with 15 percent Vietnamese tourism advertisements double that of English 4.6 Factors affecting the language of tourism advertisements in Vietnam Nguyen My Ngan – 10K4051057 47 Graduation thesis In the first place, because language and culture always have relationship with each other, analyzing any language requires an understanding of its culture It can be said that culture is one of the most influencing factors in tourism advertisements Culture affects different writing style in each language depending on background of readers This means that for readers having different culture tourism advertisements are different Vietnamese advertisements are often read by Vietnamese people, who share the same culture, customs, lifestyle or even ways of thinking, etc… English advertisements are read by English speaking people from anywhere in the world, who can be from different cultures, customs, lifestyles and psychology As a result, these cultural differences influence the way of writing advertisements Moreover, language of tourism advertisements in different cultures has distinctions which advertisers need to notice For instance, “Banh Com”, “Banh Loc”, “Banh Nam” are distinctive words of Vietnamese culinary culture, therefore advertisers have to keep the original name in tourism advertisements though they are written in English If they use “cake” to describe, sometimes it will lead to a misunderstanding because “cake” in Western culture means sweet cake used after meals In any cases, transmitting the slogan advertisements on tourism needs the consideration of the culture Secondly, features of travel products or destinations are seen as factors affecting language in tourism advertisements Basing on the features such as history, geography, customs, colors, materials etc…, advertiser will choose languages use and language techniques to create advertisements which can highlight travel products and attract tourists Choosing adjective, triggering words, figure of speech in tourism advertisements has to be suitable for features of destinations or products to make successful slogans For example, one of features of in West of Viet Nam is there are many cranes in Tram Chim national park Based on this, travel agency introduces tour named: Về miền tây ngắm “nữ hoàng chân dài” (Come to Mien Tay to see “long legs Queen”) “Long legs Queen” is euphemistically refers to the red-headed crane, crane In this tourism advertisement, using metaphor “queen long legs” is fascinating and sensitive which make good impression to tourists Features of travel products or destinations help create a persuasive image, differentiate the destination or product from similar ones Nguyen My Ngan – 10K4051057 48 Graduation thesis In addition, it is true to say that language of tourism advertisements depends on advertising’s purposes In tourism field, advertisers always find the way to satisfy consumer’s tastes and preferences and fulfill their demand for products or their experience They have different approaches then they can choose between placeoriented and tourist-oriented in making tourism advertisements When tourism advertisements follow place-oriented, the beauty and attraction are described in them For this purpose, as an example, advertisements can use declarative sentences in language use to give information When advertisers want tourism advertisements follow tourists-oriented They can use imperative or interrogative sentences to call for action, guide and instruct tourists and consider them like a friend Besides, they can also use personal pronouns in advertising in order to address the consumer either more directly Chapter 5: CONCLUSION AND IMPLICATIONS 5.1 Some suggestions for teaching and learning about tourism advertisements This thesis will make some useful contribution not only to teaching English but also learning both theoretically and practically Moreover, the study is a good result to those who intend to work for tourism in travel agencies with good skills to write advertisements in their professional competence There are some suggestions to help teaching and learning about language of tourism advertisements as follow: At first, when we want to create any tourism advertisements, we need to understand basic knowledge in discourse analysis in field of advertising in general and some typical language features of tourism advertisements in particular From those, we apply language uses and language techniques in creating successful advertisements Nguyen My Ngan – 10K4051057 49 Graduation thesis Through the study, students should notice the number of words, lexical choices, sentence structure, sentence types or figurative language in tourism advertisements Good slogan tourism advertisements must be impressive, short, easy to remember and match advertisers‘s purpose In term of lexical choice, students have to choose suitable adjectives and add triggering words, names of place to highlight advertisements In addition, figurative languages such as metaphor, hyperbole are popular and powerful in advertising slogans Using these elements effectively will help us make best slogans on tourism Besides, students also need to improve language skills of Vietnamese and English and learn contrastive analysis between two languages Because the contrastive analysis will offer them a good insight to get involved in linguistic and stylistic features of tourism advertising slogans and also the similarities and differences in the two languages As a result, it helps them better in translating Vietnamese tourism advertisements into English Culture, cross-cultural knowledge and pragmatics theory are also required for students to understand the meaning of words correctly Because of the differences in the culture between the Western countries and Vietnam we need to pay attention to this issue to avoid mistakes in the slogans written by English Thomas Friedman, in his book "The Lexus and the Olive Tree” said: "There are two ways to make a person feel homeless - one is to destroy his home and the other is to make his home look and feel like everybody else's home." The best way to avoid creating that feeling of homelessness is to understand the culture which you are translating and make readers think that your product or your message is unique to their needs Nowadays, with modern technology shrinking our world, international borders are becoming less of a barrier The only thing which is the barrier among the countries is the culture Crosscultural knowledge will help us find it effective in creating tourism advertisements for English speakers from many countries in the world Last but not least, students should learn more about marketing in tourisms field Marketing and tourism knowledge will help people understand exactly features of travel products and customer’s demands As a result, they find it easier to design Nguyen My Ngan – 10K4051057 50 Graduation thesis suitable tourism advertisements Moreover, this is specially important to students who intend to work for tourism in travel agencies in the future As a whole, it will enable them to write successful advertising slogans, manifesting completely travel products 5.2 Conclusion In the thesis, the following issues are found: Result of study reveals that language features including of lexical choices, sentence structures, sentence types and figurative language used in tourism advertisements in Vietnam In term of lexical choices, proper nouns and adjectives have the most occurrence in tourism advertisements in Vietnam Proper nouns make customer know and memorize names of travel products at the first time while adjective helps customers imagine and evaluate them In all types of adjective, evaluative/emotive (EE), miscellaneous descriptive (MD) are used the most About sentence structures, most of the slogans used declarative sentence type that functioned as statement Then imperatives were the second largest group and there were no occurrence of exclamative clauses in researched data The result also shows that the frequency of incomplete sentences is much higher than that of complete ones In term of figurative language, personification and hyperbole are popular and powerful in tourism slogans From the data and discussion, we can see that there are similarities and differences between English and Vietnamese Both English and Vietnamese tourism advertisements mention common elements in choosing lexical choices including triggering words, nouns, proper nouns, pronouns, verbs, adjectives However, the occurrence of types of words in two languages has differences The ratio of complete and incomplete sentences in two languages is similar that the frequency of incomplete sentences is much higher than that of complete ones Besides, in term of sentence type, the dominance of declaratives in Vietnamese travel advertisements indicates that they share the common feature of travel advertisements of giving information while in English the dominance of imperative clause indicates that they guide and instruct like a friend to the readers About figure of speech, both of two languages hyperbole is the highest place, next is personification and lastly is metaphor It is obviously in the study Nguyen My Ngan – 10K4051057 51 Graduation thesis that figure of speech is used more in Vietnamese tourism advertisements than English tourism advertisements It is hard to use it in English tourism advertisements in Vietnam because of differences in culture and variety of tourism advertisements written in English in Viet Nam The study has found that the influences of culture on writing styles of advertisements in each language In addition, features of travel products or destinations affect choosing languages use and language techniques to create advertisements which can highlight travel products and attract tourists What is more, language of tourism advertisements depends on advertising’s purposes place-oriented and tourist-oriented In studying field, the research serves as a model for teaching and learning about tourism advertisements The result will be hoped that to equip basic knowledge in discourse analysis in field of advertising in general and some typical language features of tourism advertisements in particular Students need a good knowledge of not only vocabularies, grammar and of discourse as well, especially style of writing which makes readers understand or not due to the way to use devices as well as differences in cultures and values that are embedded in the way people use their language Furthermore, the comparison and contrast from the two kinds of tourism advertisements are a helpful material that helps them to cope with this To conclude, language features of tourism advertisements are very important in English and Vietnamese It provides advertisers with more ways to strike a deep impression on consumers not only the image but also the language Therefore, theory of language features of tourism advertisements in terms of lexical choices, syntactic aspect, semantic aspect is very useful for any lexical research and study The finding of this research also has led to these important implications Through this, advertisers will know how lexical choices work, how syntactic structures used and in what way stylistic devices affects the customers’ attitude With a useful knowledge of tourism advertisements, people can create them effectively and naturally Moreover, it is hoped that this study help people have a deeper understanding about advertisements on Nguyen My Ngan – 10K4051057 52 Graduation thesis tourism in Vietnam to raise Vietnamese people’s awareness of the riches and the variety of the Vietnamese language 5.3 Limitation of the study The thesis only focuses on some typical language features in terms of lexical choices, syntactic aspect, and figurative language in tourism advertisements so it has not reached the expected depth as it should Due to the restriction of media, all tourism advertisements are taken from online websites instead of approaching real or printed ones, which can lead to restriction of researched data Vietnamese tourism advertisements in researched data are translated by the researcher Because of lack of context and limited ability, it can be not completely exact This paper has represented my effort for three months Therefore, there will be inevitable minus of the study due to limited knowledge and time of this field I would welcome any comment and recommendation from teachers and readers who are interested in this field to make my study better Nguyen My Ngan – 10K4051057 53 Graduation thesis 5.4 Suggestion for further research The issue raised in this study and the related issues are necessary to be analyzed further - A study focus on all parts of tourism advertisements in Vietnam - A Study on the Cultural Features of Tourism Advertisements in Vietnam - A Study on Some Discourse Features of Contextualization in Tourism Advertisements - An Investigation into Cultural Aspects and their role in Tourism Advertisements in view of transferring them in the translation process - A study on teaching students how to write good travel advertisements in English Nguyen My Ngan – 10K4051057 54 Graduation thesis BIBLIOGRAPHY Bc Adela Pilátová, The Language of Advertising: Analysis of Advertising Slogans in Fast Food Industry, Diploma thesis, Brno, 2015 Faculty of Education, Masaryk University Biber, D et al.,1999 Longman Grammar of Spoken and Written English Harlow, Essex: Pearson Education Ltd Cook, G (1989) Discourse Oxford: Oxford University Press Dontcheva-Navratilova, Olga Grammatical Structures in English: Meaning in Context Brno: Masarykova Univerzita, 2005 Print DUNN, I., BARBAN, A., KRUGMAN, H & REID, P 1990 Advertising: its role in modern marketing 7th ed Orlando: The Dryden Press Greenbaum, Sidney, and Randolph Quirk A student's grammar of the English language Harlow: Longman, 1990 Print HORNBY, A S et al 2001 Oxford Advanced Learner’s Dictionary The 6th edition Oxford: Oxford University Press Hồ Thiên Trang, A discourse analysis of tourism advertisements in English and Vietnamese, Master thesis, University of Da Nang Lapsanska J (2006), The Language of Advertising with the Concentration on the Linguistic Means and the Analysis of Advertising Slogans (diplomovka.sme.sk/zdroj/3091.pdf) 10 LEECH, Geoffrey, N 1972 [1966] English in Advertising: A Linguistic Study of Advertising in Great Britain (English Language Series) London: Longman 11 ThS, Lê Quang Dũng, Phân tích diễn ngôn quảng cáo du lịch Tiếng Anh Tiếng Việt, Báo cáo tổng kết đề tài khoa học công nghệ cấp đại học, Đại học Thái Nguyên 12 Muhammad Afin Bin Salim, Language for Tourism: A Review of Literature, Universiti Teknologi Malaysia Johor Bahru, Malaysia, Available online January 2013 13 MYERS, Greg 1997 [1994] Words in Ads London: Hodder Arnold 14 Nguyen Thi Dieu Ha, Similarities and differences in systematic structure of English and Vietnamese tourist advertisements, Faculty of Foreign LanguagesThai Nguyen University 15 Nguyễn Thị Hoài, An analysis on cultural elements in translation of English slogans into Vietnamese, 6/2009 Hai Phong Private University Department of Foreign Language Nguyen My Ngan – 10K4051057 55 Graduation thesis 16 Nguyễn Phước Vĩnh Cố Nguyễn Xuân Vĩnh, Phân tích diễn ngôn Tiếng Anh du lịch, Trường Đại học ngoại ngữ, Đại học Đà Nẵng (https://nguyenphuocvinhco.wordpress.com/2012/04/27/an-analysis-of-englishtourism-discourse-phan-tich-di%E1%BB%85n-ngon-ti%E1%BA%BFng-anh-du-l %E1%BB%8Bch/) 17 OGILVY, David 1985 Ogilvy on Advertising Vancouver: Vintage 18 VESTERGAARD, Torben, SCHRODER, Kim 1985 The Language of Advertising New York: Basil Blackwell Inc 19 Wales, Katie A Dictionary of Stylistics 2nd ed Harlow, Eng.: Longman, 2001 Print 20 Fredrick E Understanding the language of tourism: Tanzanian perspective, Chiwanga Sokoine University of Agriculture 21 , Dr Elmira Djafarova: e.djafarova@northumbria.ac.uk, Developing Tourism Advertisers: The Linguistic Challenges faced when writing copy, Prof Teresa Waring: Teresa.waring@northumbria.ac.uk 22 http://tailieuso.udn.vn/bitstream/TTHL_125/1098/2/Summary.pdf 23 http://123doc.org/document/794782-a-discourse-analysis-of-advertisements-inenglish- and-vietnamese-on-the-internet.htm?page=7 24 http://thutea.weebly.com/uploads/2/2/7/7/22773844/tourist_slogans_for_vietnam_- _thu_nguyen.pdf 25 http://diplomovka.sme.sk/zdroj/3091.pdf 26 file:///C:/Documents%20and%20Settings/Admin/My %20Documents/Downloads/BPTX_2013_2_11410_0_352163_0_139879.pdf 27 http://jurnalonline.um.ac.id/data/artikel/artikelC1ED3192A3BD0D933F05E4658B 28 29 30 31 32 33 EE8B23.pdf http://www.translationdirectory.com/article49.htm http://is.muni.cz/th/363152/pedf_m/The_Language_of_Advertising_final.pdf http://www.entrepreneur.com/article/237156 http://www.gb3group.com/promotional-communication-process.php http://www.signosemio.com/jakobson/functions-of-language.asp http://www.wikipedia.org/ Source of analyzed tourism advertisements data http://vietnamtourism.gov.vn/index.php/cat/80 http://www.dulichvietnam.com.vn/non-nuoc-viet-nam/ http://www.huefestival.com/ Nguyen My Ngan – 10K4051057 56 Graduation thesis http://www.saigon-tourist.com/ https://travel.com.vn/ http://www.dulichhaiphong.gov.vn/ http://vietnamnet.vn/ http://www.banahills.com.vn/ http://www.vietnamimpressive.com/ https://www.triip.me/vietnam/ http://vietnamtourism.gov.vn/index.php/cat/80 http://www.dulichvietnam.com.vn/non-nuoc-viet-nam/ http://vietnamdiscovery.com/ http://en.sunnyland.vn/Tours/Vietnam.aspx Nguyen My Ngan – 10K4051057 57