NGHIÊN cứu về VIỆC sử DỤNG PHÉP lặp TRONG QUẢNG cáo TIẾNG ANH TRÊN báo và tạp CHÍ
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ABSTRACT i
LIST OF TABLE, FIGURES AND ABBREVIATIONS iii
PART A: INTRODUCTION 1
PART B: DEVELOPMENT 6
CHAPTER 1: REVIEW OF LITERATURE 6
CHAPTER 2: METHODOLOGY 17
CHAPTER 3: FINDING AND DISCUSSION 22
PART C: CONCLUSION 32
REFERENCE 35
APPENDIX 38
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Abbreviations
1 ads: advertisements
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1. Title of the paper
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2. Statement of the problem and rationale for the study
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3. Aims and objectives of the study
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4. Significance of the study
The role of advertising in the modern economy is becoming more and more
significant and more money is spent on advertising. In addition to the global
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economic crisis, companies are increasingly calling for accountability in all areas of
their expenditure which obviously includes advertising campaigns. As advertising
represents a substantial cost, evidence is required to make sure that the spending is
justified. Therefore, the need for investigating how to maximize the effectiveness of
advertising is increasing. Recently, there have been a lot of studies examining the
advertising strategies and effects. However, very few studies have paid attention to
the linguistic features of the advertisement – in this case, repetition (rhetorical
devices) - which is supposed to make a great contribution to the success of
advertisements. Furthermore, among many different types of advertising media
such as leaflet, poster, billboard, radio, television, Internet, etc., newspaper and
magazine, which are considered as an old way of advertising, has played a very
important role in the advertising industry in general. According to the book named
Serious Effective Advertising, the fact that fifty-seven percent of adults in the U.S.
read a daily newspaper and sixty-seven percent read a Sunday paper; an average of
45 minutes per day are spent on reading at least one newspaper or magazine and
even more than an hour is spent on Sunday has proved the essential role of
newspaper and magazine in daily lives, thus making them one of the most powerful
media of advertising. In fact, there have been many researchers studying about the
use of rhetorical devices in advertising, for example Tom and Eves (1999),
McQuarrie and Mick (1996), etc. Nevertheless, there have been few researches
discussing the application of repetition which is one of the most significant
linguistic features in advertising language (Vasiloaia, 2002) as well as its effects on
advertising. As a result, the study is conducted with the hope of thoroughly
investigating the use and effects of repetition in English newspaper advertisements.
The study is expected to become a useful source of reference for not only other
researchers who share the same interest but also advertisement producers in creating
effective ads, especially for international marketing strategies.
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5. Scope of the study
The main objective of the research is to investigate the use of repetition
patterns employed in English print advertisements in newspapers and magazines. 35
pieces of advertisement were collected from a lot of sources.
6. Methods of the study
1.2. Data collection instrument
With the purpose of pointing out the repetition (rhetorical device) in the
chosen English printed advertisements, document observation is used to collect
data.
1.3. Data collection procedure
1.4. Data analysis method
The descriptive analysis and statistic research methods are applied to achieve
the research objectives. After finish collecting data, the researcher identifies and
calculates all the items of each type of repetition in the chosen ads. The collected
data are then put into comparative and contrastive analysis to evaluate the effects on
those ads according to the analytical purposes.
1. Organization of the study
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