ĐIỀU TRA VIỆC sử DỤNG PHÉP lặp (BIỆN PHÁP TU từ) TRONG QUẢNG cáo TRUYỀN HÌNH TIẾNG VIỆT

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.
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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:

1. What are typical types of repetition used in the studied TV commercials?
2. What is the frequency of the use of repetition types in the studied TV
commercials?
3. 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 and
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
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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 5 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.
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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 20
th
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)
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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
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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 3 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.
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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 eye-
catching 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.
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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.
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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 trong nền 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 8 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
do business with Vietnamese ones.
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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
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
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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.

Elements of Television
Commercials
message about a product or service so that the potential consumer gets information
and, which is more important, gets persuaded to take action of buying it.
As a pioneer of the study on language in advertising, Leech (1966) has also
pointed out in detail different aspects relating to grammar, vocabulary, discourse and
rhyme and rhetoric of advertising language with special reference to television. He
clearly indicated such functions as attention value, readability, memorability and
selling power which aspects of language have brought.
From the above features of language, having a good understanding of aspects of
language, especially repetition as well as their functions will help to create a successful
TV commercial.
2.2. Overview of rhetorical figure and repetition
2.2.1. Overview of rhetorical device
The ultimate goal of advertising is to persuade consumers to sell products
whereas the rhetorical figures are a useful linguistic tool with extremely strong
persuasion. Aristotle (Corbett, 1990) presented his concept of rhetorical devices as
“the faculty of discovering all available means of persuasion in any given situation.”
Catching this typical feature, rhetorical figures have been employed more and more
pervasively in most types of advertisements, especially in TV commercials.
Many previous researchers such as Angela Goddard (1998), Phillips (2002),
McQuarrie (1996), Leigh (1994), Lagerwerf (2005) also had studies on the use of
rhetorical figures in a monolingual advertising context. However, the investigation into
the use of rhetorical figures in Vietnamese TV commercials, especially the use of
repetition of sound, word and structure is rarely seen.
2.2.2. Definition of repetition
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According to Le Ba Han, Tran Dinh Su and Nguyen Khac Phi (1997), repetition
is “the simple repeating of a word, within a sentence or a poetical line, with no
particular placement of the words, in order to emphasize or make a strong impression

on reader or listener”.
Edward and David (1996) defined that the rhetorical operation of repetition
combines multiple instances of some element of the expression without changing the
meaning of that element. In advertising, repetition is mainly applied to sounds, words,
and phrase structure.
Yuan Chuandao (2005) also gave another concept of repetition as a rhetorical
device in which some words or sentences are repeated many times aiming to make an
emphasis on important massages and make a great impression on listeners. The
repetition of sounds and words makes sentences more fluent and rhythmic. In an
advertisement, this characteristic helps to create readability and memorability on the
advertising words.
With the aforementioned concepts of repetition, it can be concluded that
repetition is merely the repeated use of sounds, words, or structures in language of an
advertisement aiming to improve memorability of listener or viewer.
2.2.3. Classification of repetition
First of all, Halliday, in his book “Cohesion in English” (1994), classified
repetition into many different types on the base of word level. He classified it into 4
types, including repetition of the same words, of synonym or near-synonym words, of
superordinate words and of general words.
Another classification was introduced by Edward and David (1996), which has
brought a better and clearer understanding of types of repetition. Repetition was
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divided into a lot of different types basing on three main levels, namely sound, word
and sentence. This classification is also the base of building types of repetition in this
research.
Table 1: The Classification of Repetition Patterns by Edward and David (1996)
1.Sound A. Rhyme Repetition of syllables at end of words
B. Chime Keywords in a phrase begin with identical consonants
C. Assonance
& Alliteration

Three or more repetitions of a vowel or consonant
2. Word A. Anaphora Repetition of words at the beginning of phrases
B. Epistrophe Repetition of words at the end of phrases
C. Epanalepsis Repetition of a word toward the beginning and end of
a phrase
D. Anadiplosis Repetition of a word toward the end of one phrase or
sentence and the beginning of the next
3. Structure A. Parallelism Marked parallelism between successive phrases; often
involves use of one or more embedded repeated
words
2.2.3.1. Sound level
2.2.3.1.1. Rhyme: Jessica Wesley (2006) indicated that rhyme is “a repetition of
syllables at the end of the words.” In a TV commercial, a rhyme will help viewers
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easily recall what is advertised before. A rhyme will easily stick in someone’s head so
that when they think about purchasing, they have surpassed simple awareness of the
product, they will be familiar with it.
2.2.3.1.2. Chime: It is defined as the similarity of consonants of keywords in a phrase.
The most important effect of this figure is to create rhythm and memorability in the
lines.
2.2.3.1.3. Assonance and alliteration: Jessica (2006) defined both of them as a form of
repetition that is applied to word choice. It is specifically a type of repetition known as
an anaphora because the repetition of words is at the beginning of the phrases.
However, according to Edward and David (1996), it was defined as the three or more
repetitions of a vowel or a consonant.
2.2.3.2. Word level
2.2.3.2.1. Anaphora: Richard Nordquist, the professor emeritus of rhetoric and English
at Armstrong Atlantic State University, defines it as the repetition of a word at the
beginning of successive phrases. In terms of its effect, anaphora can create a strong
emotional effect. Moreover, it can make a great impression which helps to increase the

rhythm and memorability in the line.
2.2.3.2.2. Epistrophe: It is considered the repetition of a word or many words at the
end of successive phrases. The last words of series of phrases are stressed which can
help presented concepts, ideas or situations more prominent. Besides, like anaphora, it
can generate the memorability in the lines as well as rhythm in the speakers’ words.
2.2.3.2.3. Epanalepsis: It is repetition of the same word or clause after intervening
matter. More specifically, it is repetition at the end of a line, phrase, or clause of the
word or words that occurred at the beginning of the same phrase or clause. Thus, the
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beginning and the end are the two positions of stronger emphasis in a sentence. The
useful feature of this figure can make the listener pay more attention to the speaker’s
speech.
2.2.3.2.4. Anadiplosis: It is repetition of the final words, or any prominent word, of a
sentence or phrase at the beginning of the next. Anadiplosis is considered a means of
conveyance of advertising massage in more creative and alluring way as well as the art
of speaking and writing more effectively.
2.2.3.3. Structure
Parallelism: According to Yuan Chuandao (2005), parallelism means the similarity of
structure in a pair or series of related words, phrases or clauses or the repetition of the
whole sentences. Once this repetition is employed successfully, it will generate a
“beautiful sense of balance” through structure of the figure and a “beautiful sense of
rhythm” through its sound. Moreover, it can help to put emphasis on the words,
increase the beauty of the metre, and improve the memorability of listener or reader.
All these characteristics of parallelism prove its necessity in creating the persuasive,
attractive and memorable advertisements.
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CHAPTER 3: METHODOLOGY
This chapter would describe the methods applied to investigate the research
matters. Besides, the researcher would present procedure of data collection as well as
procedure of data analysis.

After the research proposal had been finished, the authentic Vietnamese
commercials were considered and collected immediately aiming to guarantee the
progress of study. This phase lasted more than two months from the middle of
December 2011 to the end of February 2012. In order to capture Vietnamese
commercials that were truly relevant to the study, the researcher spent most of time of
over these 2 months on gathering information of truly official commercials on
Vietnamese TV channels as well as available on the internet.
3.1. Selection of Subject
The whole study was an investigation into the use of repetition in TV Vietnamese
commercials, so the authentic commercials from the only Vietnamese TV’s channels
were considered the subject used for the process of data collection and analysis.
Additionally, in order to have the update of collected data, the precise statistics as well
as the clearer understanding of how the effectiveness of TV commercials was reflected
through the use of repetition (rhetorical device), the commercials, indispensably, had
to meet the requirements as following:
• The time range of broadcasting was the 3 years from 2010-2012 in order to
guarantee that the advertisements were recently televised.
• In the scope of the research, the only Vietnamese official TV commercials were
collected.
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• Any commercials for the same brand and promotional ads for the station or
programs were excluded from the sample to eliminate redundancies that may
have contorted the results.
3.2. Research Instruments
In order to address the research questions, an observation-based data collection
process was employed. According to “Collecting evaluation data: Direct observation”
of Ellen and Sara (August 1996) at the University of Wisconsin, observation is an
“underused but a valuable method for collecting information”. They regarded “seeing”
and “listening” as the two essential factors to observation. Thus, Vietnamese TV
commercials would be seen and heard thoroughly. Subsequently, all speeches in each

collected commercials were recorded on the base of transcription conventions.
3.3. Procedures of Data Collection
The process of data collection played a very important role during the study and
had a strong effect on its results. Therefore, it was very necessary to satisfy all above
requirements. It was possible to say that the biggest advantage of this process was that
all commercials were from Vietnamese TV channels, so the researcher could view and
capture them easily at any time. Generally speaking, this process was possibly
classified into three stages as follows:
Stage 1
The first stage was the preparation one for the data collection; for this reason,
before selecting commercials, many different factors need to be considered thoroughly
such as information of broadcasting commercials on Vietnamese TV channels, the
effective downloading tools, the website of TV commercials available on the internet,
and the products advertised on Vietnamese TV channels.
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As it could be seen in Vietnam, the number of TV channels which broadcasted
the commercials of all kinds has accounted for a considerable percent, even including
the local TV channels. Among of them, however, some were selected such as VTV1,
VTV2, VTV3, VTV6, HTV7, HTV9, and HANOI TV1. The reason was due to the
fact that these channels have been considered the most general ones broadcasted
mostly nationwide with the great number of different fields such as culture, society,
tourism, sports, education, entertainment and etc. In terms of HTV7, HTV9 and
HANOI TV1, despite the local channels (HTV7 and HTV9 are of Ho Chi Minh station
and HANOI TV1 is of Ha Noi one), they were picked out since they have been proved
to reach a large number of audiences all over the country. Moreover, as it can be
known, the capital of Ha noi and the city of Ho Chi Minh are the cultural, social and
economic centers of the country.
Apart from some commercials captured from TV channels, the rest would be
picked out from some websites, such as and
on which a great number of Vietnamese TV commercials were

uploaded. Particularly, both of websites are very convenient and easy to access with
high speed of downloading.
Stage 2
The second stage was the period of collecting data. For this one, Vietnamese
commercials were selected and verified their validity and reliability. To collect the
data, apart from capturing commercials from a great number of official TV channels
with the help of the device named the EasyCAP USB 2.0 Video and Audio Capture
Card, some available on the internet were also downloaded to support the process of
data collection.
After ending this period, it was counted that there were 21 commercials from
the websites and 19 ones from the TV channels. Since all of these commercials had
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been televised recently on major TV channels in Vietnam, they could meet fully the
aforementioned requirements. In other words, the validity and reliability were ensured
regarding the chosen commercials.
3.4. Procedures of Data Analysis
After all 40 Vietnamese TV commercials had been collected, they were
observed cautiously in combination with transcribing speeches of each commercial.
The selected commercials were coded in the form like C1, 2, 3…The capital letter C
referred to the commercials, whereas, the number 1, 2, 3, etc denoted the order of TV
commercials in the table.
The study also employed the descriptive statistics in order to calculate the
number of TV commercials using repetition out of 40 ones, and the percentage of each
type of repetition in total of advertisements which used repetition. The repetition was
categorized into 8 smaller types basing on the classification of Edward and David
(1996). They were coded like the following table:
Table 2: The Code of Repetition Patterns
1.Sound Rhyme R1
Chime R2
Assonance & Alliteration R3

2. Word Anaphora R4
Epistrophe R5
Epanalepsis R6
Anadiplosis R7
3. Structure Parallelism R8
After the data obtained from the observation had been calculated and
transferred into numerical forms, they were performed in the form of tables and pie
charts aiming at facilitating the analysis and synthesis process.
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CHAPTER 4: FINDINGS AND IMPLICATIONS
The key aim of this chapter is to present the findings which the researcher
obtained from processing the collected data. All the statistics were performed in the
form of table and pie chart which expressed the percentage of each kind of total of 100
%. Additionally, the implication and application of the study were also expected to
make clearly on the base of the findings.
4.1 Repetitions in Vietnamese commercials
The findings of the study indicated that all of 8 repetition patterns of rhetorical
device given by Edward and David (2006) were applied into the collected Vietnamese
commercials. However, the frequency of each repetition’s occurrence in commercials
was not the same. Despite being mentioned in the literature review, repetition patterns
also should be elucidated more on the base of some typical examples as below:
Table 3: The Examples of Each Repetition Pattern
1. Rhyme (C12) HAZELINE cho làn da tr[ắng], rạng↑ ngời trong nắng
(C17) Đôi môi x[inh] như ngàn nụ hoa lung linh
2. Chime (C4) Lạm phát cao mà. Ôi:: [ng]ất ngây giờ đây
(C17) Cho bao chàng trai [ng]ẩn ngơ, [th]ẫn thờ xin làm quen
3. Assonance &
Alliteration
(C28)

Sunlight khử mùi t[anh] với chiết xuất trà xanh và chanh. khử
sạch mùi tanh và đánh bay các vết dầu mỡ.
4. Anaphora (C2)
[Chúc] ông bà một câu như ý = Chúc cô chú một chén an
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khang = Chúc anh chị một dĩa tài lộc.
(C35)
(¶) [Chỉ] một tình yêu, chỉ một C2 (¶)
5. Epistrophe (C3)
Năng lực number 1:: trúng vàng
Number 1 soya:: trúng vàng
Trà doctor Thanh:: trúng vàng
(C4) Vinacafe 3 trong 1. café [thật]. sảng khoái thật
6. Epanalepsis (C1) [Cái tay] cái tay cái tay (1) bắt ::↑ lấy cái tay
(C5) Phát tài cùng hòa phát
7. Anadiplosis (C6)
Uống:: trà dr [thanh], thanh↓ lọc cơ thể::: không lo bị NÓNG::
(C18)
Bio-acimin giúp cân bằng được [hệ vi sinh]
Hệ vi sinh đường ruột và cung cấp axit amin
8. Sentence (C14)
A: Tôi có một POW::ER:: (1)
C1: Bạn đã có power chưa↑ X___G2
G2: Tôi có một POW::ER:(1)
C1: Bạn:: ơi↑ X___G3
G3: Tôi có một POW::ER:: (0.5)
G4: Tôi có một POW::ER::(1)
C1: Chào cả nhà. bạn đã có power chưa↑ X___G5
G5: Tôi có một POW::ER::
4.1.1. The use of repetition in studied Vietnamese TV commercials

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Table 4: The Use of repetition in studied Vietnamese commercials
No ( Total of ads 40) %
Use repetition 36 90
Non-use repetition 4 10
The table, combined with the pie chart, presents an overall view of the use of
repetition (rhetorical devices) in the language of Vietnamese TV advertisements.
As can be seen clearly from the table and the pie chart, the commercials
containing the rhetoric operation of repetition are up to 35 of 40 collected randomly,
accounting for 90 %. In contrast, it is revealed that only 4 commercials do not employ
the advertising effective tool of repetition, making up 10 %. It is easily calculated that
the number of commercials applying repetition is 9 times as much as those which do
not.
4.1.2. The frequency of the use of each type of repetition in studied Vietnamese
commercials
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Figure 1: The Use of Repetition in Vietnamese
Commercials
90%
10%
Use repetition Non-use repetition

Table 5: The Frequency of Use of Each Type of Repetition in studied Vietnamese
Commercials
24
The two pie charts, combined with the table 2, demonstrate the frequency of
occurrence of each kind of repetition in Vietnamese TV commercials.
It can be seen clearly from the first pie chart that of 36 commercials which hold
the rhetoric operation of repetition, the highest frequency of repetition’s occurrence at

the level of sound, word and structure is of the repetition of word, accounting for
nearly a half, 44.9 %. On the contrary, the repetition of sound and structure make up
the much lower proportion of 26.53 % and 28.57 %, respectively.
The second pie chart and the table show the frequency distribution of each
repetition’s occurrence more specifically. The repetition types occurring least in 36
above Vietnamese TV advertisements are the R3 and R6, accounting for the same rate
at 6.12 %. On the other hand, it is manifested that 14 out of 35 commercials makes use
of the R8 as the effective advertising language to promote products in Vietnamese
advertisements, taking possession of the largest proportion at 28.57 %. Having been
applied in 8 commercials, the R4 is far smaller in comparison with the R8 but rank the
second position of 8 types. Being a bit lower compared with R4 in regard to the
proportion of occurrence, R1 at the sound level and R5 at the word level rank the third
25
Levels
Types of Repetition Code No( Total of
49)
% (100 %)
1.Sound Rhyme R1 6 12.25
Chime R2 4 8.16
Assonance &
Alliteration
R3 3 6.12
2. Word Anaphora R4 8 16.33
Epistrophe R5 6 12.25
Epanalepsis R6 3 6.12
Anadiplosis R7 5 10.20
3. Structure Parallelism R8 14 28.57