A disourse analysis of English sales presentations an integrated approach

A disourse analysis of English sales
presentations: an integrated approach
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: 
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Nguyn Th Hà My

University of Languages and International studies
M.A. Thesis Linguistics; Mã s: 60 22 15
Supervisor : Prof. Nguyn Hòa
o v: 2012

Abstract. Studies investigating the sales letters and some other kinds of business
communication have shown the effective ways to write a persuasive sales letter.
However, very few studies are found investigating the sales presentation. This paper is an
attempt to deal with sales presentations one kind of business correspondence. The paper
illuminates register and coherence of discourse of sales presentation, which are two
variables of integrated approach to discourse analysis. The result of the study identifies
register and coherence factors of discourse of sales presentation. From the findings, the
implication for the most effective way to make a successful sales presentation in terms of
register and coherence of discourse is drawn out.
Keywords. Ting Anh; Bài thuyt trình; Phân tích din ngôn; Bán hàng
Content.
1. Rationale of the study
In theory: Up to now, only few books and researches specialize in presentations, and
most of them are guidance in making presentation in general, for example: Presentation
Skills for Students (Emden, J. & Becker, L., 2004). This thesis desires to investigate this
new field and to be as a reliable source for a salesperson before making his sales
presentation.
In practice: The rapid development of economy has created various challenges to
Vietnamese companies; they are forced to act more effectively in the market. One of their
ways to compete with other companies is to make successful presentations to introduce
new products, in which they can provide clients with full information about new
products. Making an effective sales presentation becomes a challenge for businesses and
business training centers when there is mostly no study or research on this field.
Therefore, the investigation to famous sales presentations will be a good means for
enterprises to attract more customers and to get more profits.
To make a persuasive sales presentation, it is undeniable to understand the discourse of
sales presentation, especially register of discourse and coherence of discourse. Register of
discourse is investigated in terms of field of discourse, tenor of discourse and mode of
discourse. Coherence of a discourse is created by cohesion, relevance and discourse

structure. With the limited time, this paper only looks at register of discourse of sales
presentation and coherence of discourse of sales presentation in terms of relevance and
discourse structure
2. Aims of the Study
Due to the constraints in time and knowledge in Business English, this thesis will not able
to cover all aspects of sales presentations, this study aims at:
- Investigate register of the discourse of English sales presentations with three
aspects: field of discourse, tenor of discourse and mode of discourse.
- Examine factors creating coherence of the discourse of English sales
presentations: relevance and discourse structure.
These aims are to answer the research questions:
- What is the register in terms of field of discourse, tenor of discourse and mode of
discourse, of English sales presentation?
- How coherence of discourse of English sales presentations is created via relevance and
discourse structure?
3. Scope of the study
In     
sales letters, advertisements, or sales presentations, etc. Within the limit of a M.A. thesis,
this research can only deal with one aspect of this broad area, that is sales presentations
made by Steve Jobs, the CEO of Apple.
This study is confined to the register of sales presentations with three aspects: field, mode
and tenor of the discourse. Moreover, this thesis will focus on coherence of discourse of
sales presentations with two factors: relevance and discourse structure.
4. Methods of the study
This study adopts an integrated approach to discourse analysis, which looks into the
concerned discourse in terms of register and coherence.
To do this, descriptive method is used to describe data and characteristics of the
population or phenomenon being studied. The description is used for frequencies,
averages and other statistic
factors of discourse of sales presentations.

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Phân tích diễn ngôn: Một số vấn đề lí luận và phương pháp, 
Nhà .
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     A Discourse Analysis of English Business Progress

Reports: An Integrated Approach, M.A Minor Thesis, Ha Noi: College of Foreign
Languages.
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