Nghiên cứu so sánh giữa ngôn ngữ quảng cáo truyền hình tiếng anh và tiếng việt

ĐẠI HỌC QUỐC GIA HÀ NỘI
TRƯỜNG ĐẠI HỌC NGOẠI NGỮ
KHOA TIẾNG ANH SƯ PHẠM

KHOÁ LUẬN TỐT NGHIỆP

NGHIÊN CỨU SO SÁNH GIỮA NGƠN NGỮ QUẢNG CÁO
TRUYỀN HÌNH TIẾNG ANH VÀ TIẾNG VIỆT
Giáo viên hướng dẫn: Nguyễn Xuân Thơm
Sinh viên: Trần Thái An
Khoá: 2008 - 2012

HÀ NỘI – NĂM 2012


ACCEPTANCE PAGE


I hereby state that I: Trần Thái An, Group 08.E20 K42, being a candidate for the
degree of Bachelor of Arts (TEFL) accept the requirements of the College relating to
the retention of the use of Bachelor‘s Graduation paper deposited in the library
In terms of these conditions, I agree that the origin of my paper deposited in the library
should be accessible for the purposes of study and research, in accordance with the
normal conditions established by the librarian for the care, loan and reproduction of
the paper.
Signature
Date


ACKNOWLEDGEMENTS
To complete this graduation paper, I owe profound indebtedness tomany people for

their enthusiastic help during the conduct of my research.Firstly, I would like to give
my sincere thanks to my supervisor Prof. Nguyen Xuan Thom, PhD for his invaluable
support, helpful guidance and considerable encouragement, which plays very
important parts in the completion of this paper.
Secondly, I would love to express my gratitude to the teachers of CLC group for the
valuable lessons on academic writing and research methodology which are the
guidance when I conducted the research paper.
Also, I owe a great debt of gratitude to my parents and my friends,who have constantly
encouraged me during the time when I conducted myresearch paper.Last but not least,
I wouldlike to thank my readers for their interestsand comments on this study.

i


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.

ii


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
CHAPTER I: INTRODUCTION.................................................................................................... 1
Rationale .................................................................................................................................. 1
1.

Aims of the study.............................................................................................................. 1

2.

Significance of the study ................................................................................................... 2

3. Research questions ................................................................................................................ 2
4. Methods of the study.............................................................................................................. 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
2.1.5.4. Company demand-based classification. ......................................................................22

iii


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.

Findings.......................................................................................................................36

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


advertising, business-to-business advertising, institution advertising, public service
advertising and interact advertising.
There are several means of advertising including 4 main popular means which
are TV, Press, Internet and Radio. Others are less popular and used like
advertisement on vehicle (buses), leaflets, affiche, package of products or postoffice (sending letters to households).
2.1.2. The Principle of Advertisement
Advertisement

is

an

encapsulated communication about

a product

(good/services), a clearly designed, concise, aesthetically appealing and contentwise

accurate

communiqué

intended to

effectively persuade

the

target

audience(viewers/listeners/readers) to arrive at a decision as desired by the
advertiser often concerning the product (goods/service). Usually the aim of an
advertisement is to increase the sales of a product introduced into the market. The
advertisement will speak about the salient features of the product on offer and the
benefit 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, contests or
elections or a host of other such events. Now newer media of advertisements are
emerging and growing. Internet based media like social networks, web portals,
trade portals etc. are some of those. Marketing managers conceptualise special
event simply to coercively communicate product related sales communications.
Normally the advertisements are prepared in such a way that they attract the

attention

of

the

intended parties

easily. Thoughtfully constructed copy

(words/diction of an advertisement), interesting visual or pictures, attractive
6


colours and designs, a uniquely arrived at theme, the central steam of thought, etc.
arouse interest of the customers, and help to retain the interest. Persuasive elements
of the advertisement drive the customers towards a strong desire to possess the
product. This finally leads them toward buying or possessing the product.
Professional managers don‘t construe this as the final point in advertising. They
proceed for an extra mile to ensure the initial trial becomes a success and ensures
repeated clientele.
2.1.3. Types of advertising
Virtually any medium can be used for advertising. Commercial advertising
media can include wall paintings, billboards, street furniture components, printed
flyers and rack cards, radio, cinema and television adverts, web banners, mobile
telephone

screens,

shopping

carts,

web pop-ups,

sky-writing,

bus

stop

benches, human billboards, magazines, newspapers, town criers, sides of buses,
banners

attached

to

or

sides

of

airplanes

("logo

jets"), in-flight

advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof
mounts and passenger screens, musical stage shows, subway platforms and trains,
elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in
supermarkets, shopping

cart

handles (grabertising),

the

opening

section

of streaming audio and video, posters, and the backs of event tickets and
supermarket receipts. Any place an "identified" sponsor pays to deliver their
message through a medium is advertising.
Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market
advertising format, as is reflected by the high prices TV networks charge for
commercial airtime during

popular

TV

events.

The

annual Super

Bowl football game in the United States is known as the most prominent
advertising event on television. The average cost of a single thirty-second TV spot
7


during this game has reached US$3.5 million (as of 2012). The majority of
television commercials feature a song or jingle that listeners soon relate to the
product. Virtual

advertisements

may be

inserted into

regular television

programming through computer graphics. It is typically inserted into otherwise
blank backdrop or used to replace local billboards that are not relevant to the
remote broadcast audience. More controversially, virtual billboards may be
inserted into the background where none exist in real-life. This technique is
especially used in televised sporting events. Virtual product placement is also
possible.
Infomercials
An infomercial is a long-format television commercial, typically five minutes
or longer. The word "infomercial" is a portmanteau of the words "information" &
"commercial". The main objective in an infomercial is to create an impulse

purchase, so that the consumer sees the presentation and then immediately buys the
product through the advertised toll-free telephone number or website. Infomercials
describe, display, and often demonstrate products and their features, and commonly
have testimonials from consumers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcast as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device. Airtime is purchased from
a station or network in exchange for airing the commercials. While radio has the
limitation of being restricted to sound, proponents of radio advertising often cite
this as an advantage. Radio is an expanding medium that can be found not only on
air, but also online. According to Arbitron, radio has approximately 241.6 million
weekly listeners, or more than 93 percent of the U.S. population.

8


Online advertising
Online advertising is a form of promotion that uses the Internet and World
Wide Web for the expressed purpose of delivering marketing messages to attract
customers. Online ads are delivered by an ad server. Examples of online
advertising include contextual ads that appear on search engine results
pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online
classified advertising, advertising networks and e-mail marketing, including-mail
spam.
Product placements
Covert advertising, also known as guerrilla advertising, is when a product or
brand is embedded in entertainment and media. For example, in a film, the main
character can use an item or other of a definite brand, as in the movie Minority
Report, where Tom Cruise's character John Anderton owns a phone with

the Nokia logo clearly written in the top corner, or his watch engraved with
the Bulgari logo. Another example of advertising in film is in I, Robot, where main
character played by Will Smith mentions his Converse shoes several times, calling
them

"classics,"

because

the

film

is

set

far

in

the

future. I,

Robot and Spaceballs also showcase futuristic cars with the Audi and MercedesBenz logos clearly displayed on the front of the vehicles. Cadillac chose to
advertise in the movie The Matrix Reloaded, which as a result contained many
scenes in which Cadillac cars were used. Similarly, product placement for Omega
Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James
Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver

Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade
Runner includes some of the most obvious product placement; the whole film stops
to show a Coca-Cola billboard.

9


Press advertising
Press advertising describes advertising in a printed medium such as
a newspaper, magazine, or trade journal. This encompasses everything from media
with a very broad readership base, such as a major national newspaper or
magazine, to more narrowly targeted media such as local newspapers and trade
journals on very specialized topics. A form of press advertising is classified
advertising, which allows private individuals or companies to purchase a small,
narrowly targeted ad for a low fee advertising a product or service. Another form
of press advertising is the Display Ad, which is a larger ad (can include art) that
typically run in an article section of a newspaper.
Billboard advertising
Billboards are large structures located in public places which display
advertisements to passing pedestrians and motorists. Most often, they are located
on main roads with a large amount of passing motor and pedestrian traffic;
however, they can be placed in any location with large amounts of viewers, such as
on mass transit vehicles and in stations, in shopping malls or office buildings, and
in stadiums.

Mobile billboard advertising
Mobile billboards are generally vehicle mounted 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, continuously or periodically rotating
among a set of advertisements. Mobile displays are used for various situations in
metropolitan areas throughout the world, including: Target advertising, One-day,
and long-term campaigns, Conventions, Sporting events, Store openings and
similar promotional events, and Big advertisements from smaller companies.
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye level, at the
ends of aisles and near checkout counters (aka POP—Point Of Purchase display),
eye-catching displays promoting a specific product, and advertisements in such
places as shopping carts and in-store video displays.
Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is
distributed out of an office, café, or drive-through coffee shop. This form of
advertising was first popularized in Australia, and has begun growing in popularity
in the United States, India, and parts of the Middle East.
Street advertising
This type of advertising first came to prominence in the UK by Street
Advertising Services to create outdoor advertising on street furniture and
pavements. Working with products such as Reverse Graffiti, air dancer's and 3D
pavement advertising, the media became an affordable and effective tool for
getting brand messages out into public spaces.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific stores or

11


products. Advertisers often advertise their products, for example, when celebrities
share their favorite products or wear clothes by specific brands or designers.
Celebrities are often involved in advertising campaigns such as television or print
adverts to advertise specific or general products. The use of celebrities to endorse a
brand can have its downsides, however. One mistake by a celebrity can be
detrimental to the public relations of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, China,
swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did
not want to associate with him after he was photographed smoking marijuana.

2.1.4. Impacts of advertising
As can be easily seen, it is not difficult for people to approach to information
these days. Therefore, there are lots of ways for them to do that. Some typical ones
are TV, newspaper, magazines, Internets or even leaflets. By those ways,
information of products and services are sent to customers and clients.
Advertisements are designed to convey ideas and intention of ―sellers‖ to ―buyers‖.
Advertisements must show people good points of the products and/or services
which is being advertised. That is the reason why it must influence buyers‘
psychology to persuade them that their choice is the best. The following session
will analyze impacts of advertisements on distinct respects.
2.1.4.1. Economic impacts
The first and foremost benefit of TV Ads that can be easily seen is the funding
for media. All sorts of advertisement took a huge budget from manufacturers and
services‘ providers. The expense for advertising products and services takes a large

12

proportion in the production line. Especially, because of its effectiveness, TV Ad is
being considered the most expensive advertising form of all. We can refer to a
HTV TV Ad price list 2011 to see the high price of TV Ads:

PRICE LIST OF TV Ads2011
I –HTV7 CHANNEL
UNIT PRICE: 1,000,000 VND
TIME

TIME CODE

POSITION

PROGRAM NAME

DURATION
5” 15” 30"

A. From 5:00 till 12:00
06g00 -

7A3T 7A3T- Sau HH, sau C Thế giới ngày qua

2

4

6

06g20
06g20-

7A3N
7A3N-S Sau
S
T HH, sau C Năng động du lịch

2

4

7

06g30
06g30-

7A4

Sau
T HH, sau C Chào
Việt ngày mới

3

5

8

07g00

7A4-G

Giữa
CT
T

3

6 10

09g00 -

7A9TG 7A9T Sau HH, Trướ Thế giới mẹ và be

5

9 15

09g20
09g30-

7A9W-S
G-S

3

5

09g30

09g30-

7A10

5

9 15

09g30
10g15-

7A10DA
7A1 Sau
Phim
Điện ảnh NN 0-G, 7A10-S
sau HH,giữa,t
CT
45' (T2-T6)

5

9 15

11g00
11g00-

7A11P
0DA-

5

9 15

11g00
11g50-

7A12
7A1 Sau
G,7A10DA-S
1P-G,
7A11Psau HH,
CT Trướ Vui
45' khúc
(T2-6)đồng dao

5

9 15

11g35
11g30-

5

9 15

11g50
11g50-

7A13NC

7A Sau
HH, Trướ (T7)
Nuôi con khỏe (T7)
2-S
c ending
S
7A14
Sau
HH
Món ngon mỗi ngà
13NC-S
c ending

5

9 15

12g00

7A14-S

Trước ending y (T2-N)

6 12 20

Trước CT

6 12 20

7A4-S

Trước 12 7B1HT
B.g00
From 12:00till 19:00

13

Sau
CT
c ending

Dự
báo thời tiết
ù (T7)

7A1 Sau HH, giữa, Phim Việt Nam -

7A1 Sau
giữa, Phim
Việt Nam rướcHH,
end
90' (T7)

HTV hoâm nay

8


12g00

7B Sau CT

DB Thời Tiết và Chuyệ

6 12

20

6 12

20

8 15

25

6 12

20

T7)

9 18

30

ngoài
1/ Sau HH, sa Phim nước
2Ca nhạc
VN --

6 12

20

8 15

25

6 12

20

Bản tin kinh tế TC

6 12

20

Dự báo thời tiết

6 12

20

6 12

20

6 12

20

6 12

20

6 12

20

6 12

20

6 12

20

9 18

30

12g10 -

7B1

13g00

7B1-S W u CT

45' (T2-T7)
7B Giữa 1,2
-S
7B2
1- Sau HH, sa Phim Việt Nam - 45' (T2-

13g00 14g00
17g00 17g50
17g50 18g00
18g00-

1 Sau HH, sa Phim
nước
n hôm
nayngoài -

G Giữa
7B2-S 7B
u CT 1,2
7B8

G
2 Giữa
7B8-S 7B
u CT P1/2
7B9A

45' (T2-CN)
(CN)
81/ Sau HH, Sa Bữa cơm gia đình

G
2 Sau
7B9A-S7B
u CTCT

18g10
18g10

9- Sau CT
7B
1/

18g10 -

7B10MM9
S
2 Sau HH, sa Muôn mặt chuyện nghe

18g40

W u CT
7B10MMS

-S

à (T2)
Nhật ký không độ (T3)

7B10NK

Gạch nối yêu thương (T4

7B10NK-

)

S
7B10GN
7B10YT
18g50
7B10TT
18g50
7B10GN7B10YT18g50
7B10NV
18g55S7B10TT-S
S
18g53
7B11SS
18g577B10NVTrước 19 7B10CC
7D1HT
18g55
S
C.g00
From 19:007B10CCtill 20:00
18g40 -

Chắp cánh tương lai (T5)
Sau HH, sa Góc nhìn tuổi thơ (T6)
Nét đẹp Việt (T6)

Sau
u CTHH, sa Những điều trông thấy
Bác só gia đình (T7)
Sau
u CTHH, sa Người
(T5) Việt hàng Việt(T
Điều lâu
kỳ diệu
Sau
Sống
- sống(CN)
khỏe
u CTHH
2,3,6,CN)
Sau HH

HTV hoâm nay

19g00 -

S

Sau HH (T2 4 6 CN)

19g30
19g00 -

7B10ND
7D1P-

Trước

19g30
19g00 19g30

14

Khi mẹ vắng nhà
7D1CN
HH Chuyện
7B10NDS,
7D1KM-S Sau
ending
(T3) nhỏ
7D1C Giữa, s (T5)
S

1

7D1SQ
7B10BSN-

Sau
HH Siêu quậy Tí hon
au CT
7D1S
G,
7D Giữa, s (T7)
7B10BSQ1CN- au CT
S

G, 7D
7B10KDS
1SQ7B10KDS
S

21

35

09 18

30

1

21

35

09 18

30

1

35

0

21

19g30 -

7D2BA, 7D2V Sau HH Biếng ăn không phải c

19g45

N, 7D2VH

huyện nhỏ (T2)

7D2NS, 7D2O
7D2BATrước
C, 7D2PD
S, 7D2VNending

Những người bạn vui nho
än

(T3,T5)

9 18

1

30

21

35

12 24

40

14 27

45

14 27

45

14 27

45

12 24

40

14 27

45

12 24

40

15 30

50

18 36

60

15 30

50

0

Vui học Tiếng Anh

S, 7D2VH-S
7D3
Trước Thế
Giới 24G
(T4)
7D2NS7D4
Sau
20g00
CT CT Nguồn sống mới
S, 7D2OCD. from 20:00 till 24:00
(T6)
S, 7D2PD-S
20g05 7T2CC
7T Sau HH, Câu chuyện ước mơ

Ô cửa trái tim
21g00
7T2MN
7T2 Sau
HH, Muôn
nẻo đường đời (
20g302CC-S
trước
(T2)
(T7)
21g30
MN-G 7T2M Trước
giữa T2 tuần 1,3)
ending
Là phái đẹp
21g30 7T2CT N-S7T2 Sau
HH, Chúng tôi muốn biết (2
ending
(CN)
22g00
CT-G 7T2C Trước
giữa 1g30 T2 tuaàn 1,3
19g45 -

20g30 22g00
20g30 -

7T2AV T-S7T Sau
HH, THTT Album vàng
(T2 tua

ending
và 22g15
T2 t
2AV-S 7T2A Giữa
trước Pe àn 2)
uần 2,cuối)
7T2HN V-7T2 Sau
HH,
THTT
Hòa
nhịp
bạn trẻ
1/2
nding

22g00

HN-S

G1/2

trước e

(T2 tuần 4 khi thán

60

nding
g có 5 tuaàn)
( />Through the table, the lofty expense for TV ads is clearly shown. It takes from at

least 2 million VND at least to 18 million VND at most for a five -minute length TV
Ad. In fact, media earns a lot of benefits from TV Ads. The figures say it all.
Therefore, it is undoubtedly that TV Ad is largely funding the media.
It is undeniable that the ultimate aim of advertising is all about economic
purposes. In other words, it refers to the advertising effective‘s contribution to the
market economy by representing a wide range of consumer goods to the public.
Simultaneously, it is clearly that the positive effect of advertising is boosting the
economy by stimulating demand and supply as well as promoting the sale of goods

15


and services. Additionally, the stimulation of demand pulls the production or supply
up, that is to 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
competitiveness amongst business leading to lowering price and raising quality of
products and services. As a result, that benefits consumers and clients and then the
whole economy.
Additionally, advertising is considered the connection between consumers and
producers, clients and services providers. People are informed of information and
functions of what they are purchasing. It is totally much more convenient for
customers to choose amongst products and services. Consequently, the competition of
businesses becomes cutthroat than ever. By the way, to satisfy customers‘ demand,
products‘ and services‘ quality must be enhanced. Simultaneously, the prices must be
cut down. In other words, quality rises and price falls as well. Therefore, it is
undeniable that to a certain extent, advertising stimulates production and regulates the
whole economy through intervention into price and quality of goods and services. It

raises the competitiveness among enterprises and brings benefits to consumers.
2.1.4.2. Social impacts
“There are two sides to everything. A right one and a wrong one” (Dirty Greek)
Advertisement is no exception. Regarding social impacts of advertisements, we
can categorize it into negative and positive sides.
As the development of advertising technology is growing faster day by day, people
are overwhelmed by more and more various kinds of advertisements which are
abundant in terms of both contents and forms. In a research by Cohen, he concluded

16