Đang tải... (xem toàn văn)
Nowadays, under the influence of the explosive growth of products and services production, business and enterprises are under great pressure of highly competitive business environment. Simultaneously, the development speed of mass media is significant. By the way, manufacturers and services providers make the most of mass media at the aim of competing with other opponents in terms of introducing and advertising their products and services to customers and clients. It can be clearly seen as advertisement.
ABSTRACT Nowadays, under the influence of the explosive growth of products and services production, business and enterprises are under great pressure of highly competitive business environment. Simultaneously, the development speed of mass media is significant. By the way, manufacturers and services providers make the most of mass media at the aim of competing with other opponents in terms of introducing and advertising their products and services to customers and clients. It can be clearly seen as advertisement. i TABLE OF CONTENTS ACCEPTANCE PAGE……………………………………………………………… ACKNOWLEDGEMENT…………………………………………………………… i ABSTRACT……………………………………………………………………………ii TABLE OF CONTENTS…………………………………………………………… iii LIST OF ABBREVIATIONS vi Ad: Advertisement vi Ads: Advertisements vi TV: Television vi vi CHAPTER I: INTRODUCTION 1 Rationale 1 3. Research questions 2 4. Methods of the study 3 3 3 CHAPTER 2: LITERATURE REVIEW 4 2.1. An overview of advetising and TV brand advertising 4 2.1.1. Definition of advertising 4 2.1.2. The Principle of Advertisement 6 2.1.3. Types of advertising 7 2.1.4. Impacts of advertising 12 2.1.4.1. Economic impacts 12 2.1.4.2. Social impacts 16 2.1.4.3. Political impacts 18 2.1.5. Classification of advertising 19 2.1.5.1. Function-based classification 19 2.1.5.2. Region-based Classification 20 2.1.5.3. Targeted market-based classification 21 iii 2.1.5.4. Company demand-based classification 22 2.1.5.5. Desired responses-based classification 23 2.1.5.6. Media-based classification 23 2.2. Definition of TV brand advertising 24 2.3. The use of Vietnamese and English language in TV advertising and its efficiency 25 2.3.1. Weaknesses of using aspects of languages in TV Ads 25 2.3.1.1. Lengthiness and unimpressiveness 25 2.3.1.2. Culturedness – aestheticism 27 2.3.1.3. Copy, hackneyed cliché 27 2.3.1.4. Overuse of exaggeration 28 CHAPTER 3: RESEARCH METHODOLOGY 30 3.1. Introduction 30 3.2. Research method 30 3.3. Selection of subject: 31 3.4. Procedures of data collection 32 3.5. Procedures of data analysis 34 3.6. Summary 35 CHAPTER 4: RESULTS AND FINDINGS 35 4.1. Introduction 35 4.2.1. Comparison between strengths and weaknesses of English and Vietnamese TV Ads 36 4.2.1.1. Lengthiness and impressiveness 36 4.2.1.2. Culturedness and aestheticism 38 4.2.2. Remaining Weaknesses of both languages TV Ads 40 4.2.2.1. Hackneyed cliché 40 4.2.2.2. Overuse of exaggeration 40 CHAPTER 5: CONCLUSION 42 5.1. Summary 42 5.2. Limitations 42 5.3. Suggestions for further research 43 REFERENCES……………………………………………………………………… 44 iv v LIST OF ABBREVIATIONS Ad: Advertisement Ads: Advertisements TV: Television vi CHAPTER I: INTRODUCTION Rationale In a world full of products and services, customers and clients are overwhelmed with advertisements in which the implicit purposes by producers are represented with a view to persuade more people to pay for their products and services. One of major and popular types of advertisement that attracts statistically the largest number of audiences as well as brings back the best effectiveness of all is TV brand advertising. Thanks to TV brand advertising, consumers and clients can easily take the necessary information about products and services and decide to choose what to pay for. Conversely, producers can introduce their products and services to consumers and clients, by that they persuade customers and clients to use their products and services. Undoubtedly, TV brand advertising has a two-way efficiency. Therefore, it must certainly contain secrets. For that reason, linguistically, this study is going to partly “reveal” that secret by analyzing language used in TV ad. As the maker of this study is a English language learner, so the study will focus on English and Vietnamese. Through analyzing “secrets” of TV advertising language of the two languages, the study will make comparison between the two so that readers can have a better understanding of this document. 1. Aims of the study The study deals with the employment of languages in TV advertising. This work is going to approach good and not good aspects, what advertisers achieved and not achieved through using language in advertising. It will exploit directly advertising language in Vietnamese and English. To find out the comparison and 1 contrast, the success and failure in advertising language, research will be done as following: (i) Qualitatively identifying the characteristics of languages applied in TV advertising and to what extent it brings back success to the producers. (ii) Investigating the success and failure of language use in advertisement. This task will be done by analyzing samples advertisement collected from the language respect. (iii) Drawing conclusion and giving some recommendation for choice of language use in advertisement for kinds of products and services. 2. Significance of the study This research, together with other researches of the similar topics, is designed with a view to partly contribute to the better use of language in advertising. That is to say, this research will, to a certain extent, help advertisers recognize their faults, mistakes, shortcomings in their own designed advertisements. Besides, the research result also contributes to the academic knowledge of languages (English and Vietnamese) in terms of comparison between strengths and weaknesses of each language). 3. Research questions Dealing with similarities and differences in the characteristics of the two languages in advertising, the study is not aiming at giving a full answer which covers all the matter in TV brand advertisement language. It is because that here is just a student study, and then its scope must not “go to far”. Basing on what searched and experienced, the maker of this study should like to go to find out the answers for two big questions, which has been established as the focus of the study: 2 1. What are the comparison and contrast between English and Vietnamese TV Ads? 2. What are strengths (or weaknesses, if any) of the language use in TV brand advertising in both languages? 4. Methods of the study • Subjects of the study: subjects of the study include 58 Vietnamese TV Ads and 50 English ones • Data collection instruments: for the sake of variety of samples, TV Ads are collected from as many sources as possible. Mainly, they are taken from: TV channels, Internet, online websites, foreign and abroad mates, previous studies, friends, teachers, experienced people in TV Ads field and my own experience. 3 CHAPTER 2: LITERATURE REVIEW 2.1. An overview of advetising and TV brand advertising 2.1.1. Definition of advertising There are many definition of advertising, such as: “The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media”. (Arens, Wei gold, Arens 2010). “Any paid form of non-personal communication about an organization, product, services, or idea from an identified sponsor”. (Blech & Blech 1998) “Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience”. (Wells, Burnett, & Moriaty 1998) “The element of the marketing communication mix that is non personal paid for an identified sponsor, & disseminated through channels of mass communication to promote the adoption of goods, services, person or ideas”. (Bearden, Ingram, & Laforge 1998) “An informative or persuasive message carried by a non personal medium & paid for by an identified sponsor whose organization or product is identified in some way”. (Zikmund & D'amico 1999) “Impersonal; one way communication about a product or organization that is paid by a marketer”. (Lamb, Hair & Mc.Daniel 2000) “Advertising is any paid form of non personal presentation and promotion ideas, goods or services, by an identified sponsor” – A.M.A (American Marketing Association) defined. As recorded in scientific document, ancient Egyptians were the first people who used advertisement. It was an Egyptian man in Thebes town who attached a notice on the wall in about 3000 BC that was considered the first advertisement. 4 Nowadays, as the fast growth of production, advertisement is more and more popular and developed. According to the website Wikipedia.com, “advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.” It has 6 major characteristics as follow: + Advertisement is the communication media which must pay a fee to be broadcast. + The fee payer is an identified agent (person, organization, group, etc) + The advertisement content differs the products, which are being advertised, from others. Main purpose of advertisement is to persuade customers and clients to buy or use products or services. + it is conveyed to people in various media means + It approaches to a major part of potential customers + It is a collective media act Advertisement is categorized into 9 main kinds including: brand advertising, local advertising, political advertising, directory advertising, direct-respond 5 [...]... động du lòch Việt 20 06g30 - 07g 7A4 7A4-S Sau HH, sau CT Chào ngày mới 30 2 4 7 3 5 8 7A4-G Giữa CT 00 09g00 - 09g 7A9TG 7A9TG- Sau HH, Trước en Thế giới mẹ và bé (T7) 3 6 10 5 9 15 09g20 - 09g 7A9W-S 30 S 09g30 - 10g 7A10 30 Sau CT Dự báo thời tiết ding 7A10 Sau HH, giữa, sau Phim Việt Nam - 45' (T2 3 5 5 9 15 Sau HH ,giữa, trướ Phim Điện ảnh NN - 90' ( CT -T6) Sau HH, giữa, sau Phim Việt Nam - 45'... billboards or digital screens These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes The billboards are often lighted; some being backlit, and others employing spotlights Some billboard displays are 10 static, while others change; for example,... number tell us? It tells us that during a person’s life, he or she has been being formed vision, updated trend through advertising channels By the way, advertisement unostentatiously reflected and shaped the social trend Also, it contributes to identify the social identity by cultural belief and values included in advertisements Advertisements may contain images, sounds which symbolize national icons Consequently,... C Người Việt hàng Việt( T2,3,6,CN) T Sau HH Sống lâu - sống khỏe T Trướ Sau HH 55 c 19g0 7D1HT C From 19:00 till 20:00 0 HTV hôm nay 6 12 20 19g00 - 19g Sau HH (T2 4 6 CN) 9 18 30 7D1P-S, 30 19g00 - 19g 7D1CN 7D1KM-S 7D1CN 30 Trước en Khi mẹ vắng nhà Sau HH Chuyện nhỏ ding 10 21 35 9 18 30 10 21 35 9 18 30 19g00 - 19g 7D1SQ -G, 30 14 Giữa, sau 5) Sau HH Siêu quậy Tí hon CT 7) (T (T (T 7D1SQ Giữa, sau... học Tiếng Anh Trước CT Thế Giới 24G 7D4 00 D from 20:00 till 24:00 Sau CT 20g05 - 20g 7T2CC 21g00 - 21g 7T2MN 30 CC-S (T 12 24 40 14 27 45 (T 14 27 45 7T2 SaucHH, Muôn nẻo đường đời (T2 tuần 1, 14 27 rướ endi 2) 7T2MN Trước en 3) 12 24 giữa 45 7T2 Sau HH, t Câu chuyện ước mơ 30 MN-G 21g30 - 22g 7T2CT -S7T2C Sau HH, Chúng tôi muốn biết (21g30 T2 14 27 ding 7T2CT- Trước en tuần 1,3 12 24 00 T-G giữa. .. say, it helps society produce more goods and services to fulfill the needs By the way, those earn profits and enrich the whole economy in general Moreover, the expansion of production created by advertisement also requires more employment and creates more jobs By the way, it contributes to drop the unemployment rate and lessen social evils Besides, the effectiveness of advertisement also enhances the... the customer/consumer can derive out of the product It can also educate the target audience about the various other details such as the products cost, availability, usage modalities, problems that may arise whiles using it and the probable solutions to those problems etc Advertisement also is used to inform a mass of audience about various socially relevant factors such as employment, upcoming events,... clothes or sometimes bikini, frequently appear on TV ads Even if the products being advertised have no relation to such images, sounds or words Here rises the matter of ethics, culture and humanity also 2.1.4.3 Political impacts Politics is not out of the sphere of influence of TV Ads It can be stated that, TV Ads has been nowadays not limited in advertising only products and services but also human... consumer is a person who buys the product or service for his personal use This type of advertising is done by the manufacturer or dealer of the product or service Examples: Advertisements of Intel, Kuttons (shirt), Lakme (cosmetics) etc Industrial product advertising: This is also called Business-to-Business Advertising This is done by the industrial manufacturer or his distributor and is so designed that... daily life It touches every aspect of life 18 2.1.5 Classification of advertising Advertising is the paid, non-personal communication of information about products or ideas by an identified sponsor through the mass media in an effort to manipulate customer behavior Advertising is non-personal because it's a fantasy created by a computer that selects one part of the target audience It communicates information . non-personal communication about an organization, product, services, or idea from an identified sponsor”. (Blech & Blech 1998) “Paid non-personal communication from an identified sponsor using. carried by a non personal medium & paid for by an identified sponsor whose organization or product is identified in some way”. (Zikmund & D'amico 1999) “Impersonal; one way communication. communication mix that is non personal paid for an identified sponsor, & disseminated through channels of mass communication to promote the adoption of goods, services, person or ideas”. (Bearden,