kie VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES NGUYỄN THỊ THU THẢO A CONTRASTIVE ANALYSIS OF ENGLISH AND VIETNAMESE REAL ESTATE ADVERTISING SLOGANS IN PRINTED ADVERTISEMENTS Phân tích đối chiếu hiệu quảng cáo bất động sản tiếng Anh tiếng Việt ấn phẩm quảng cáo M.A MINOR THESIS Field : English Linguistics Code : 60220201 Hanoi, November 2015 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES NGUYỄN THỊ THU THẢO A CONTRASTIVE ANALYSIS OF ENGLISH AND VIETNAMESE REAL ESTATE ADVERTISING SLOGANS IN PRINTED ADVERTISEMENTS Phân tích đối chiếu hiệu quảng cáo bất động sản tiếng Anh tiếng Việt ấn phẩm quảng cáo M.A MINOR THESIS Field : English Linguistics Code : 60220201 Supervisor: TRẦN THỊ THU HIỀN, Ph.D Hanoi, November 2015 DECLARATION I hereby, certify the thesis entitled “A Contrastive Analysis of English and Vietnamese Real Estate Slogans in Printed Advertisements” is the result of my own research for the Minor Degree of Master of Arts at University of Languages and International Studies, Vietnam National University, Hanoi The thesis has not been submitted for any degree at any other universities or institutions I agree that the origin of my paper deposited in the library can be accessible for the purposes of study and research October, 2015 Nguyễn Thị Thu Thảo i ACKNOWLEDGEMENTS This MA thesis was successfully completed with the supports of many people to whom I want to express my gratitude First of all, I would like to express my sincere thank to my supervisor, Dr Tran Thi Thu Hien, for her valuable instruction, support and encouragement throughout my research process Without her devoting guidance, I could not have finished this thesis Secondly, my thanks also go to all the lecturers, professors and doctors teaching at the post graduate faculty of ULIS for their lectures and supports during my course Last but not least, I would like to give thanks to my beloved family and friends, who have encouraged and supported for my study process to finish this MA thesis ii ABSTRACT Due to the high demand of current market, every product needs effective strategies to introduce its image to the potential customers, and a successful slogan seems to be an impressive way Among various types of products, real estate is gradually paid much attention for its significance in people’s living condition However, there exist differences in terms of linguistic features between English and Vietnamese real estate slogans that need to be investigated Therefore, the study “A Contrastive Analysis of English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements” is conducted to figure out some distinctive phonological, lexical and syntactic features among English and Vietnamese real estate slogans The total of 90 advertising slogans are collected from well-known English and Vietnamese real estate newspapers and magazines, and analyzed to support the aim of the study The finding of the research emphasizes the similarities and differences in terms of phonological, lexical and syntactic features between English and Vietnamese real estate advertising slogans The thesis was carried with the hope to implement some suggestions for teaching and learning business English, and some advice for advertisers iii iv PART 1: INTRODUCTION Rationale Together with the development of the world, thousands of new products and services are introduced everyday, which are in need to find an effective way to reach customers Most of products including food, beverages, medicines, airlines services, are presented to the public via mass media namely television, newspapers, magazines, the Internet, radio, etc Consequently, manufacturers take advertisements into consideration as a key tool to spread their goods worldwide Advertisements play a crucial role in economic, sociological and psychological viewpoints Using advertisements is considered the solution of seeking a channel for organizations or companies to reach out the world with their messages Slogans are taken as the heart of advertisements and cover the most focusing points sent to customers by the advertisers However, the question to create a good and successful slogan to bring in customers’ mind the image of the product and encourage them to buy is not always at ease Therefore, with advertisers, the art of using some valuable words in slogans requires a deep understanding of phonology, lexicology, syntax and other elements As concerning much about advertisements which appear in high frequency on newspapers and magazines, the researcher realizes that real estate advertisements seem to take much room among other kinds of advertisements Due to theirs stereotype, real estate advertisements focus on the facility of living and they employ language as a presenting tool to emphasize that However, in Vietnamese, the real estate advertisers seem not to pay much attention to their slogans as there is no focusing point for customers to memorize about the product or service In this field, the numbers of slogans which can carve an unforgettable impression on customers’ mind are rare Whereas in English, real estate advertisers try their best to create a sharp and smart slogan to attract their potential customers and there exist many outstanding slogans worldwide Thus, the situation is to put advertisers to questions about what is a good slogan, and which linguistic features should be included in the slogan to make it a successful one Therefore, “A Contrastive Analysis of English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements” is intentionally carried out to provide some useful knowledge of language used in real estate advertisements for English teachers and learners as well as Vietnamese advertisers Aims and objectives of the study 2.1 Aims The aim of this study is to analyze and figure out the similarities and differences in the linguistic features of real estate advertising slogans in English and Vietnamese language 2.2 Objectives Due to the aim stated above, the study will focus on some features of real estate advertising slogans of English and Vietnamese in terms of phonology, lexicology, syntax, as well as draw out some hints for Vietnamese advertisers, especially in real estate services which may help to improve their effectiveness and professionality Phonological features play a vital part in creating the sounds of the slogan when reading aloud so that customers can be impressed and remember the product better Lexical features are necessary elements to understand the purpose of the advertiser toward his target customers, the strategies he employs to shorten the distance between the producer and the customers in the indirect communication Syntactic features use types of sentences, phrases, word order to express the purpose of the advertiser in the form of language Without these syntactic features, slogans cannot be created and therefore, the purpose of the communication between the advertiser and customers is not achieved Research question and approaches Due to the aims and objectives, the study is conducted to answer the following question: What are the similarities and differences between English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements in terms of phonological, lexical and syntactic features? REFERENCES ENGLISH Anderson, E M (1998) The use of Metaphors in online advertising, 5(2009) Florida: University of Florida, 18-24 Brown G and Yule, G 1993 Discourse Analysis, Cambridge: Cambridge University Press Courland, L B and William, F A (1989) Contemporary advertising Homewood: Irwin Cook, G (1992) The discourse of Advertising Oxford: Oxford University Press Crystal, D (1992) Introducing Linguistics London: Penguin Fairclough, N (2003) Analyzing discourse: Textual analysis for social research London: Routledge Fletcher, A D (2010) Advertising: very short introduction Hampshire: Oxford University Press Goddard, A (1998) The language of Advertising London: Routledge Goddard, A (2002) The language of advertising 2nd Ed London: Routledge 10 Halliday, M.A.K., & Hasan, R (1985) Language, context, and text: aspects of language in a social-semiotic perspective Oxford: Oxford University Press 11 Hymes, D (1964) Language in culture and society New York: Harper and Row 12 Hoxie, M (2011) 90 days to success marketing and advertising your small business USA: Course Technology 13 Lars Hermeren (1999) Advertising as communication Lund University Press 14 McQuarrie, E F., Mick, D G (1996) Figures of rhetoric in advertising language Journal of Consumer Research, 22(4): 420-434 15 Mey, Jacob L., (1993) Pragmatics: An introduction Oxford: Blackwell 16 Myers, G (1994) Words in Advertisements London: Edward Arnold 17 Nunan, D (1993) Introducing Discourse Analysis London: Penguin Group 18 Schrank, J (1996) The Language of Advertising Claims Handout (Internet) 19 Seliger, H W and Shohamy, E (1989) Second Language Research Methods New York: Oxford University Press 20 Smith, R.N (1982) A Functional View of the Linguistics of Advertising, in R.J di Petro (ed.), Linguistics and the Professions – Vol of Advances in Discourse Processes New Jersey: Ablex Publishing, pp 189-99 21 Strong E K., Jr (1925) The Psychology of Selling and Advertising New York, p 349 and p 22 Tanaka K (1999) Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan London: Routledge VIETNAMESE 23 Bùi Thị Bích Thủy 2010 An investigation into the style of the English language used in advertising slogans issued by some world-famous airlines 24 Hoàng Trọng, Nguyễn Văn Thi 2000 Quảng cáo NXB Đại học Quốc gia Tp Hồ Chí Minh 25 Mai Xuân Huy 2001 Các đặc điểm ngôn ngữ quảng cáo ánh sáng lý thuyết giao tiếp 26 Nguyễn Đình Quế 1993 Một vài nhận xét bước đầu ngôn ngữ quảng cáo 27 Phùng Nghị 1992 Vấn đề quảng cáo 28 Tôn Nữ Nhật Lệ 2005 A discourse analysis of travel advertisements in English and Vietnamese 29 Trần Đình Vinh Nguyễn Đức Tồn 1993 Về đặc điểm ngôn ngữ quảng cáo 30 Trần Thiên Tứ, 2007 Presupposition and Implicature in English and Vietnamese Advertising Slogans WEBSITES 31 Paul, S 2013 10 requirements for a good advertising slogan http://businessdevelopmentadvice.com/blog/10-requirements-for-a-goodadvertising-slogan 32 http://www.merriam-webster.com 33 http://www.oxfordlearnersdictionaries.com 34 https://www.ama.org/topics/Advertising 35 Jeremy Bullmore What is advertising? http://www.ipa.co.uk/Page/What-isadvertising#.VjM-cNIrLMw PRINTED SOURCES English 36 Lexington apartment guide, volume 31, issue 11, April 2015 37 Apartment finder, volume 24, issue 38 Apartment finder, volume 24, issue 39 Apartment finder, volume 24, issue 40 Advertising age, 1/ 2012 41 Bloomberg Businessweek, 7/2013 42 Bloomberg Businessweek, 8/2013 43 Bloomberg Businessweek, 9/2014 44 Bloomberg Businessweek, 10/2014 45 Business week, 6/2011 46 Business week, 9/2013 47 The Economist, 11/2014 48 US Weekly, 10/2012 49 US Weekly, 12/2013 50 US Weekly, 1/2014 Vietnamese 51 Tạp chí Bất động sản Việt Nam, 4/2015 52 Tạp chí Bất động sản Việt Nam, 5/2015 53 Thanh niên, số 360/ 2010 54 Thanh niên, số 15/ 2011 55 Thanh niên, số 17/ 2011 56 Thanh niên, số 18/2011 57 Thời báo kinh tế Việt Nam, 5/2012 58 Thời báo kinh tế Việt Nam, 6/2012 59 Thời báo kinh tế Việt Nam, 9/2013 60 Thời báo kinh tế Việt Nam, 11/2013 61 Thời báo kinh tế Việt Nam, 2/2014 62 Thời báo kinh tế Việt Nam, 3/2014 63 Tiền phong, 7/2012 64 Tiền phong, 11/ 2013 65 Tiếp thị gia đình, 12/ 2013 I [...]... Tạp chí Bất động sản Việt Nam, 4/2015 52 Tạp chí Bất động sản Việt Nam, 5/2015 53 Thanh niên, số 360/ 2010 54 Thanh niên, số 15/ 2011 55 Thanh niên, số 17/ 2011 56 Thanh niên, số 18/2011 57 Thời báo kinh tế Việt Nam, 5/2012 58 Thời báo kinh tế Việt Nam, 6/2012 59 Thời báo kinh tế Việt Nam, 9/2013 60 Thời báo kinh tế Việt Nam, 11/2013 61 Thời báo kinh tế Việt Nam, 2/2014 5 62 Thời báo kinh tế Việt Nam,... báo kinh tế Việt Nam, 9/2013 60 Thời báo kinh tế Việt Nam, 11/2013 61 Thời báo kinh tế Việt Nam, 2/2014 5 62 Thời báo kinh tế Việt Nam, 3/2014 63 Tiền phong, 7/2012 64 Tiền phong, 11/ 2013 65 Tiếp thị và gia đình, 12/ 2013 6 I