Một sự phân tích so sánh và đốI chiếu các đặc trưng ngôn ngữ học hình tháI học âm vị họ ngữ nghĩa họcgiữa các thuật ngữ quảng cáo tiếng anh và các yếu tố tiếng việt tương đương

A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

VIETNAM NATIONAL UNIVERSITY,HANOI
UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES
FACULITY OF ENGLISH LANGUAGE TEACHER EDUCATION

GRADUATION PAPER

A COMPARATIVE AND CONTRASTIVE ANALYSIS
OF LINGUISTIC FEATURES (MORPHOLOGY,
PHONOLOGY AND SEMANTICS) ON ENGLISH
ADVERTISING (MARKETING AND PROMOTION)
TERMINOLOGY WITH THEIR
VIETNAMESE EQUIVALENTS

Supervisor: NGUYEN THI THANH VAN
Student: BUI THI PHUONG
Academic year: 2008-2012

HANOI-2012

ĐẠI HỌC QUỐC GIA HÀ NỘI

Supervisor: Nguyen Thi Thanh Van

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Student: Bui Thi Phuong

A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

TRƯỜNG ĐẠI HỌC NGOẠI NGỮ
KHOA SƯ PHẠM TIẾNG ANH

KHĨA LUẬN TỐT NGHIỆP

MỘT SỰ PHÂN TÍCH, SO SÁNH VÀ ĐỐI CHIẾU
CÁC ĐẶC TRƯNG NGƠN NGỮ HỌC ( HÌNH THÁI
HỌC, ÂM VỊ HỌC, NGỮ NGHĨA HỌC) GIỮA CÁC
THUẬT NGỮ QUẢNG CÁO TIẾNG ANH VÀ CÁC
YẾU TỐ TIẾNG VIỆT TƯƠNG ĐƯƠNG

Giáo viên hướng dẫn

: NGUYỄN THỊ THANH

Sinh viên

: BÙI THỊ PHƯƠNG

Khóa

: 2008-2012

VÂN

HÀ NỘI-NĂM 2012

Supervisor: Nguyen Thi Thanh Van

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Student: Bui Thi Phuong


A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

Acceptance page
I hereby state that I: Bùi Thị Phương, class QH2008.F1.E19, being a
candidate for the degree of Bachelor of Arts (TEFL) accept the requirements of
the College relating to the retention and 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 or reproduction of the paper.
Bùi Thị Phương
Date 2nd May, 2012

ACKNOWLEDGEMENTS
Supervisor: Nguyen Thi Thanh Van

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Student: Bui Thi Phuong

A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

This study has been completed with the assistance of many people.
First of all, I would like to express my deep gratitude to my supervisor
Nguyễn Thị Thanh Vân for her valuable advices, precious comments, insightful
suggestions, constant guidance and professional help during elaboration the
work. Her enthusiastic and meaningful assistance greatly contributes to the
fulfillment of my thesis.
I also would like to thank all the lecturers in the Faculty of English
languages and international studies for their ideas, useful lessons, and
fascinating world of language, especially advertising language from which I
benefited a lot for choosing and accomplishing this thesis.
Furthermore, I would like to give many thanks to the linguists and writers
whose books and researches have been useful materials for my paper. Their
ideas inspire and help me much during the process of studying and writing the
paper.
Finally, I would like to express my sincere thanks to all members of my
family and my friends for their whole-hearted encouragement without which I
would not have been able to complete this study.
Hanoi, May 2012
Bùi Thị Phương

ABSTRACT

Supervisor: Nguyen Thi Thanh Van

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Student: Bui Thi Phuong

A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

The language of advertising is very special and different from other
languages. In this diploma thesis, I will be concerned with the language of
advertising. I will scope my attention to the linguistic means used in
advertisements. The main reason to choose this topic was my interest in English
language and advertising, for the most part from linguistic point of view. I find
advertising language fascinating; therefore, I would like to discover its
principles, strategies and anatomy of creative writing and grammatical
structures.
This paper provides the analysis of language of advertising from
linguistic point of view and brings knowledge about the use of linguistic
devices in advertising. The practical research analyses the advertisements and
determines the most widely used linguistic means, even in relation to product
specialization. The findings of the study and analysis are useful for
familiarizing and understanding the main issues connected with techniques of
writing advertising texts; the concrete statements and data can provide
information for those who write advertising texts in English.
The diploma thesis is addressed to the students of English language
for Specific Purposes, teachers of English language for Specific Purposes,
people working in advertising sphere, copywriters and all people interested in
language of advertising.

TABLE OF CONTENTS
Page
PART 1: INTRODUCTION……………………………………..………1
1.

Rationale……………………………………….……………..1

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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

2.

Aims and objectives of the study…………………….……….2

3.

Scope of the study …………………………………….……...3

4.

Methodology of the study……………………………….……3

5.

Significance of the study………………………………..…….6

6.

Organization of the study…………………………………..…6

PART 2: DEVELOPMENT…………………………………………..….7

Chapter 1: Literature review……………………...……......7
1.1.

Review of previous researches …………………………….....7

1.2.

Theoretical background…………………………………….....9
1.2.1.

Definition of advertising………………………….…...9

1.2.2.

Classification of advertising………………………….10

1.2.3.

Functions of advertising……………………………...11

1.2.4.

Features of advertising language……………………..11

1.2.5.

Structure of an advertisement ……………………….12

Chapter 2: A comparative and contrastive analysis of
linguistic features on English advertising (Marketing and
Promotion) terminology with their Vietnamese equivalents….14
2.1. Morphological feature…………………………….....14
2.1.1. Simple and informal words………………………………………..14
2.1.2. Misspelling and Coinages……………………………………….....16
2.1.3. Loanwords (Foreign words)……………………………………….18
2.1.4. Frequent use of compounds………………………………………..19
2.1.5. Contraction………………………………………………………...21
2.1.6. Numerals………………………………………………………..….21

2.2. Phonological feature………………………………...22
2.2.1. Rhyme……………………………………………………………..22
2.2.2. Rhythm…………………………………………………………….23
2.2.3. Alliteration…………………………………………………………24
2.2.4. Assonance………………………………………………………….25

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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

2.2.5. Transliteration……………………………………………………..25
2.2.6. Homophones ……………………………………………………....25

2.3. Semantic feature……………………………………..26
2.3.1. Personification …………………………………………………….26
2.3.2. Simile……………………………………………………………....27
2.3.3. Metaphor…………………………………………………………...28
2.3.4. Metonymy……………………………………………………….....29
2.3.5. Antithesis…………………………………………………………..30
2.3.6. Pun………………………………………………………………....31
2.3.7. Hyperbole……………………………………………………….…33
2.3.8. Repetition………………………………………………………….34
2.3.9. Parallelism ………………………………………………………...36
2.3.10. Euphemism……………………………………………………….38
2.3.11. Semantic ambiguity……………………………………………....39
PART 3: CONCLUSION……………………………………………....41
1. Recapitulations……………………………………………………….41
2. Implications from the study results ………………………….……..42
3. Suggestions for further study…………………………………….….43
References…………………………………………………………….…44
Appendixes ……………………………………………………………...47

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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English

Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

PART 1: INTRODUCTION
1. Rationale
English has been a popular language spoken in many countries in the
world. It has become an international language widely used in many aspects of
life, such as science, technology, economy and so on. At the same time,
economy and globalization tend to increasingly expand and develop. The
countries cooperate in not only culture, society but other dimensions as well,
especially in economy and trade. Thus, it is clearly seen that English is very
necessary and vital.
Simultaneously, language has been an interesting object of the study for a
long time and it is a tool to express the human thought as well as feeling.
However, understanding our own language is difficult; we have to understand
another language, which is more difficult. English has many types: English for
science, for technology, for construction, for laws, and for business, etc.
English for business is an important part. It has become an indispensable branch
in English taught and used in Vietnam to meet the growing demand. Business
English alone includes various subtypes of English and the advertising language
is one of those used to perform the same function.
Thousands of new products and services are introduced each day, which
makes advertising become a strategy, the strategy of informing and persuading
customers. Advertisers would like to send their customers the most significant
and impressive advertisements. Sharp and fascinating advertisements can help
advertisers leave unforgettable impressions on their potential customers‟ minds.
The creation of an advertisement is not easy. It depends on a sophisticated
linguistic insight of phonology, morphology, lexicology, syntax, semantics, etc.
The area of products and services, the country or geographical regions, the
population of the targeted customers, etc also influence the effectiveness of
advertisements. Advertising is an intriguing subject and an industry. It is a flow

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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

of information from the producers to the customers. It has become a necessary
part of our daily life. Advertisements are not only messages for products,
services, or ideas at promoting the acceptance or purchase, but also for
educating, entertaining, informing, or even warning. Advertising contributes to
the success of trade in the market. In addition, advertising is a major part of the
branding. It holds a natural interest for most people and helps consumers to
define the meaning and the role of products and services and institutions. It
indicates the difference that exists between brands of products and services, as
well as the distinguishing characteristics of companies and institutions. It has a
big impact on us.
My major is interpreting and translating, thus language of advertising is an
exciting field of economic language. Studying of advertising language is my
own interest as well as a method to approach my major effectively. To some
extent, the study of advertising terminology helps us have deeper knowledge of
language, culture, translation, and interpretation to the advertisements.

2. Aims and objectives of the study
This paper focuses on finding out some common features of advertising
language compared between English and Vietnamese. It studies, compares and

contrasts the similarities and differences between the linguistic features of
English and Vietnamese advertisements. It also finds out some reasons to help
advertisements be effective and attractive and then draws some hints for the
businesspeople to apply and improve their advertising programs. In addition, it
helps ourselves understand and translate faster and more accurately.
This study aims at giving a comprehensive overview on the advertising
language used in both English and Vietnamese. The findings can be used for
practical purposes, namely writing, editing advertisements, even teaching and
interpreting or translating language of advertising.
For these purposes, this paper investigates the extent to which English
differs Vietnamese in advertising language. It aims to answer the following
questions:

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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

1.

To what extent are the English advertisements similar to those

used in their Vietnamese equivalents?
2.

To what extent are the English advertisements different from

those used in their Vietnamese equivalents?
3.

What are the factors influencing these similarities and

differences?
4.

What

suggestions

should

be

made

to

improve

the

advertisements in Vietnamese to meet both the commercial and cultural
ends as well as to effectively adapt the English advertisements by the
Vietnamese people?

3. Scope of the study
Due to the limitation of time and scope of the thesis, this study
does not cover all aspects as well as all features of advertising language. This
study deals with the common linguistic features in both English and
Vietnamese

advertisements,

namely

lexical,

graphetic,

morphological,

phonological, syntactic, semantic features. However, as the previous researches
thoroughly investigated into lexical, graphetic, and syntactic features, this
study mainly focuses on other ones: morphology, phonology and semantics.
For analyzing the linguistic features of advertising language, pieces
of advertisements are selected from some common magazines, television and
some websites in both English and Vietnamese.

4. Methodology of the study
4.1. Data collection
Due to the limitation of time, this study does not cover all aspects of the
language advertising. It goes through some characteristics of English and
Vietnamese advertisements in linguistic features.
For analyzing linguistic features, the items of advertisements are not
selected from all kinds of media but from television, newspapers, some

common magazines and famous websites. The study focuses on the description,

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Student: Bui Thi Phuong


A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

analysis, contrast, and comparison on advertisements in both languages, English
and Vietnamese. The English advertisements are mainly taken from the
database of advertisements on website: and some others websites. These advertisements are
among the biggest companies in different business fields in the world such as
telecommunication, electronic device, food and drink, fashion and beauty
product, etc. The population of Vietnamese advertisements is of mostly famous
brands in Vietnam.

4.2. Data analysis
This research mainly analyzes factors relevant to the prominent linguistic
features. In the thesis, each linguistic domain in the context will be considered
in linguistic feature.
After presenting and analyzing advertisements, the methods of comparing
and contrasting have been applied. Culture is an important factor and most
affects the differences of advertisements between two languages; therefore,
analyzing concepts towards accepting such advertisements plays a significant
role.
Moreover, this paper will be more complete if there is more time and

knowledge. In this research, experimental, quantitative, qualitative, and
descriptive methods will be the main methods which are applied. As a result,
the analytic, deductive, and inductive techniques would be in use.
-Deduction: Deduction is from the more general to the more specific.
This paper would analyze about related fields such as pragmatics,
sociolinguistics, and applied linguistics.
-Induction: This method essentially complements the deductive
method. By means of induction, we can arrive at generalizations of patterns,
explanations and form questions for further research.
-Qualitative

and quantitative

methods: In order to provide a

performance of the linguistic characteristic features of the advertisements,
qualitative and quantitative methods will be combined. The qualitative

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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

method is used to collect data. The data are analyzed qualitatively and then
quantitatively. Qualitative analysis helps to study individual texts and

enables multiple analytic strategies.
-The synthetic and analytic methods: An analytic perspective is to
identify certain aspects and a synthetic perspective is to view the
interdependence of these parts
-Descriptive and comparative methods: Description will provide indepth and detailed demonstration. Part of the study uses comparison and
contrast between groups of data to focus on typical features. The major
language analyzed in this thesis is English, and contrastive language is
Vietnamese. The method of making a contrastive analysis is also used to
clarify the similarities and differences between English and Vietnamese
advertisements. The findings from these methods can help to give some
useful implications and some suggestions for further research.
-Complementary

strategies:

To

accomplish

the

study,

some

supplementary methods will be used, namely surveying existing literature,
studying the institutional context, seeking special information and personal
observation.
In this study, I propose the data analysis approach suggested by Selinger
and Shohamy (2000) that is data obtained from descriptive research are

generally analyzed with the aid of descriptive statistics.
The steps of the study are as follows:
- collecting the data from sources
- studying the materials to assure the reliability and the validity
- analyzing the data and discussing the finding
- proposing implication for Vietnamese speaking economists reading
and writing in English and translators and interpreters and ESP students

5. Significance of the study
This research will give an overall understanding and deep knowledge of
advertising language and detailed description of linguistic features of

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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

advertisements. The results of this paper provide an insight for the commercial
advertisers as well as the learners studying ESP English. The values of the
paper are in both theoretical and practical fields. It can help to find out
linguistic features used in advertising language in terms of theory, help to find
out the effectiveness of those linguistic features once applying to the act of
advertising, and propose some ways of achieving great impression. It provides a
valuable evaluation to advertising. Results of the research also make sense to
serving as the basis for educational decisions about what a specialized student

needs to know about successful advertisements in social contexts relevant to
their educational, social, and cultural needs.

6. Organization
The study consists of three parts.
Part 1 is INTRODUCTION. It outlines a brief account of relevant
information provide about rationale, aims, scope, method, significance and
organization of the study.
Part 2 is DEVELOPMENT. This part is composed of 2 chapters:
Chapter 1: Literature review
Chapter 2: A comparative and contrastive analysis of linguistic features on
English advertising (Marketing and Promotion) terminology with their
Vietnamese equivalents
Part 3 is CONCLUSION. It consists of Recapitulations, Implications from
the study and Suggestions for further research.

PART 2: DEVELOPMENT
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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

CHAPTER 1: LITERATURE REVIEW

1.1. Review of previous researches

Advertising in Vietnam is still young and not exciting enough for
customers as compared to the long-built industry of advertising in the USA and
European countries. These economic and social factors lead to researches on
this field in Vietnam and other countries. Many researches have been carried
out in every aspect of English and features of advertising language. The
research “An investigation into the study of the English language used in
advertising slogans issued by some world-famous airline” by Bui, Thi Bich
Thuy mentioned some famous titles relevant to this field. They are “English in
advertising: A linguistic study of advertising in Great Britain” by Geofrey
N.Leech(1996), “Advertising as communication” by Gillian Dyer (1982),
“English for sale: A study of the language of advertising” by Lars Hermeren
(1999), or “The discourse of advertising” by Guy Cook (2001). There are also
some researches only focusing on some certain features in advertising language ,
for instance, “Selling America: Puns, language and advertising” by Michel
Monnot (1982), “Pictorial Metaphor In Advertising” by Char Forceville
(1998), or “Advertising language: A pragmatic approach to advertisements in
Britain and Japan” by Keiko Tanaka (1994). In Vietnam, some researches have
also focused on advertising language such as “Features of advertising language
in the light of communicative theory” by Mai Xuan Huy, “A contrastive
discourse analysis of travel advertisements based on the theory of Functional
Grammar” by Ton Nu My Nhat (2005). At institutional level, some MA theses
have been carried out. For example, in Vietnam National University, University
of language and international studies, there have been some studies on
advertising language, namely “Presupposition and Implicature in English and
Vietnamese Advertising Slogans” by Tran Thien Tu in 2007 or “Figures of
substitution used in the language of advertising in some Vietnamese and

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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

English advertisements” carried out by Phung, Thanh Ha, “An investigation
into morphological and syntactic features in electronic device advertisements in
English (with reference to Vietnamese)” by Do, Thi Thu, the study
“Advertising language used in trade: A comparison in English and
Vietnamese” of Hoang Thi Thuy, MA.Thesis linguistics, or “A discourse
analysis of travel advertisements in English and Vietnamese” Doctoral
dissertation of English linguistics by Ton, Nu My Nhat, “A comparative study
of some discourse features between English and Vietnamese tourist
advertisements” by Nguyen Thi Thu Huong, “Business slogans (Advertising
slogans) in English and Vietnamese” by Bui, Thi Trang, “An investigation into
the sentence patterns used in travel advertisement on English and Vietnamese
websites” by Phung, Ngoc Bich.MA. Minor thesis linguistics and “A discourse
analysis of beauty product advertisement for females in English (in the light of
pragmatics)” by Doan, Tran Thuy Trang. There are also some researches on
translation aspect, such as “Slogan and the translation of slogan in advertising”
by P.T.T.Hang (1998), or “A study on difficulties and strategies in English Vietnamese translation of advertising slogans” by Phan Thi Van Anh, “A study
on Pragmatic equivalent in Vietnamese-English translation of tourist
advertisement” by N.T.T.Hien (2003), or N.T.T.Duong (2002) with “A study
on Translation of terminology in integrated marketing communications”, and
P.T.T.Duong(2006) with “The use of Dynamic equivalence in Vietnamese and
English translation of tourist advertisement”. Besides, some articles on the
matters of advertising language edited by Nguyen Kien Truong in a book
published in 2004 called “Advertising and the language of advertising”.

All above books, articles, and studies have pointed typical and significant
features of advertising language. Also in the spirit of inheriting and upholding
the previous studies, hopefully this paper will be a small contribution to
teaching, learning and researching in the future.

1.2. Theoretical background
1.2.1. Definition of advertising

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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

Advertising was born as a consequence of the occurrence and development
of trade. Advertising has been considered communicative activities or a bridge
between people selling goods and services and people having needs of buying
or using the commodities. It attempts to persuade potential customers to
purchase or to consume more of a particular brand of products or services. The
term “advertising” originates from a Latin word “advertere”, which means to
warn, or to call attention to something. Modern advertising with the meaning
“to spread commercial information” developed with the rise of mass production
in the 19 th and early 20 th century. Advertising is aimed to influence consumers‟
behavior, stimulate them towards action such as sales promotion, special offer,
etc. As it has different purposes, advertising can be defined in many ways.
According to the books for intensive study of Marketing and Commercial:

“Advertising is a form of communication intended to promote the sale of a
product or service to influence public opinion, to gain political support, to
advance a particular cause, or elicit some other response desired by the
advertiser” (Encyclopedia Britannica, 1980).
Bovee

(1992)

defines

“Advertising

that:

is

the

non-personal

communication of information usually paid for and usually persuasive in nature
about products, services or ideas by identified sponsors through the various
media”.
Churchill, Jr and Peter (1998) define: “Advertising is noted as any
announcement or persuasive message placed in mass media paid or denoted
time or space by an identified individual, company , or organization to sell a
number of audience about products and persuade or remind them of buying, to
convey information about the organization itself or issues important to the
organization in order to create or enhance perception of the quality or
reliability of a product, thus encourage customer loyalty and repeat

purchases”.
Colly (1997) states that: “An advertising goal is a specific communication
task and achievement level to be accomplished with a specific audience in a
specific period of time”.

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A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

In the book “The language of advertising”, Goddard (1998) suggests
advertising is not just about commercial promotion but can also encompass the
idea of texts whose intention to enhance the image of both individuals and
groups of organizations.
Basing on the above definitions, some common features of advertising
might be summarized as follows: adverting is to tell or praise products,
services, ideas, etc. advertising is non-personal communication. It is not aimed
at any individual, or by any individual, it aims at the public or a certain group of
people. Advertising draws support from media and it is a kind of information
that is usually paid. Advertising is also a tool to promote desire for purchasing
goods and services. The aims of advertisements are to increase the sales of the
product or service, to create and maintain a brand identity or brand image, to
update changes in the existing product line, or to introduce a new product or
service, advertising can take many different forms to attract customers‟ interest.

1.2.2. Classification of advertising
Advertisements are developed for various purposes, directed to different
targeted audiences, and transmitted through various media. Advertisements can
be classified into different categories according to criteria: by aim, by targeted
audience, by media, by function, and by region.
-Based on the classification by aim, advertisements are divided into
commercial (for promoting the sales of commercial products) and noncommercial advertising (asking for help, non-profit-making governmental
advertisements, charity advertisements, awareness advertisements, political
advertisements, etc)
-Based on the classification by target audience, advertisements can be
divided into consumer advertisements, business advertisements, financial
advertisements and service advertisements.
-Based on the classification by medium, advertisements can be
classified into

two main types: printed advertisements (newspaper

advertisements,

magazine

Supervisor: Nguyen Thi Thanh Van

advertisements,

17

etc)

and

non-printed

Student: Bui Thi Phuong


A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

advertisements (television advertisements, radio advertisements, Internet
advertisements, etc).
-Based on the classification by function, there are informative
advertising, persuasive advertising, reminder advertising, and negative
advertising.
-Based on the classification by region, advertising can be global
advertising, national advertising, regional advertising, and local adverting.

1.2.3. Functions of advertising
Besides achieving the primary object is persuasion, advertising may
achieve some others objects. Henderson, Steaurt (1994) in Marketing
Manager‟s handbook points out that an advertisement should have four
functions: AIDA, which represent four words: Attention, Interest, Desire and
Action.
The first and foremost function of advertising is to get consumers‟
attention. This function is also considered as the identification function to
identify a product and differentiate it from others. It creates an awareness of the
product and provides a basis for consumers to choose the advertised product
over other products.
The second function of advertising is to arouse consumers‟ interest. This
function can help establish an interpersonal relationship between producer,

advertiser and consumer. This aims at creating a trust or a will to customers.
Another function of advertising is to stimulate consumers‟ desire to buy
the product. This is also considered as persuasion function, which is to induce
consumers to try new products and to suggest reuse of the products.
The forth function is to make consumers response to the advertising
information and evoke them to take the action of purchasing.

1.2.4. Features of advertising language
Language has powerful influence on people and their behaviors. This is
especially true in marketing and advertising fields. As far as the language of
advertising is concerned, it is a means of communication and providing

Supervisor: Nguyen Thi Thanh Van

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Student: Bui Thi Phuong


A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

information to the audience. It is a linguistic system consisting of words,
sounds, images, and even empty spaces. For the purposes of it, advertising
language is characterized mainly by some aspects as follows:
Firstly, advertising is persuasive. It is the art of persuading. It persuades
basing on the consumer‟s psychology that seeks for goods or services of best
quality, reasonable price, diversified choices, etc
Secondly, adverting is attractive and impressive (or professional). Smart
advertisers try to make commercials and their products unique, impressive,

creative, and aesthetic. The more attractive and effective the advertisement is,
the more the sales are.
Next, advertising is not only an economic and social phenomenon but also
a cultural and mental symbol of nations. The respect of custom, thought, and
culture must be required to be acceptable and accessible to customers.
Fourthly, advertising must be concise and selective. Language in
advertising should be brief and skillful. Advertisers wish to absorb much
attention of audiences and by means of impressive words. Thus, both linguistic
and psychological aspects are taken into account in the choice of words.
In terms of qualitative, advertisement is monologue of self-estimation and
self-praise. In terms of quantitative analysis, most advertisements are
exaggerative. At the same time, the language use, to some extent, could solve
the psychological problems or satisfy the customers‟ wishes.

1.2.5. Structure of an advertisement
In general, most advertisements are organized from the common and
typical components. An advertisement begins with The Appeal (the headline)
which has the function to attract audience‟s attention. Appeals can be emotion,
fear, humor, or sex. Value Proposition (body copy) follows it. It contains a
reason for customers to be attracted to the product. Appearing at the end of the
advertisements is normally a slogan. It represents the central message that the
producers desire to convey. It helps to position the product in customers‟ mind
and distinguish it from competitors‟ offerings. In addition, there are other

Supervisor: Nguyen Thi Thanh Van

19

Student: Bui Thi Phuong

A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

components such as illustrations and colors, trademark and brand name. All
above components are visual elements. Audio is another kind of an
advertisement.

CHAPTER 2: A COMPARATIVE AND CONTRASTIVE
ANALYSIS OF LINGUISTIC FEATURES ON ENGLISH
ADVERTISING (MARKETING AND PROMOTION)
TERMINOLOGY WITH THEIR VIETNAMESE
EQUIVALENTS

Supervisor: Nguyen Thi Thanh Van

20

Student: Bui Thi Phuong


A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

As a language used in the business world, advertising language has some
noticeable characteristics such as innovative words, simple sentences and vivid
description. These characteristics make advertising language very different
from the language appearing in the textbooks. In the linguistic feature, I will
analyze the language of advertising from phonological, morphological, and
semantic point of view. I will provide examples and describe the most

commonly used linguistic devices and figures of speech in both English and
Vietnamese advertising printed texts.

2.1. Morphological feature
Generally, advertisers try by various means at their disposal to get people
to buy the products or services advertised. An advertiser attempts to construct
an advertisement that will fully attract the attention of the potential purchaser
and have persuasive effects on customers. Therefore, he or she makes full use
of every word to draw readers‟ attention and arouse their interest. English and
Vietnamese advertising texts display many unique features of wording, such as
frequent use of simple words, clever use of coinages, monosyllabic verbs, and
simple adjectives, as well as compounds, etc. which will be discussed briefly
and separately in this part.

2.1.1. Simple and informal words
The function of advertising is to provide information, attract consumers,
arouse the customers‟ great interest, etc. A simple advertisement is intended not
only to arouse the customers‟ attention and interest, but also to make them
remember it. Therefore, an advertisement must focus on its language, and the
first step is to use popular and spoken language, the second step is to use some
single-syllable words or fewer letters to make it easy to understand and
memorize.
For example:
Nike: Just do it
We all know the famous advertisement of Nike "Just Do it". This
advertisement is very simple but impressive. It is easy to memorize because it is

Supervisor: Nguyen Thi Thanh Van

21

Student: Bui Thi Phuong


A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

just a normal way of speaking and uses “just”- an informal word to express the
impression.
Coors beer: It won't slow you down (Light)
Financial Times Newspaper: No FT, No Comment
These advertisements are of a beer company and a newspaper. The words
in them are very simple and orally used. It uses the abbreviation: “won‟t”,
standing for “will not”, and “FT” standing for “Financial Times”, to give an
impression that this advertisement comes from real life. They use the informal
words and informal ways to attract the customers since a simple reason is that
customers are the normal and beer and newspaper are also the normal things for
them. Therefore, the simpler the advertisements are, the easier we understand
and the more products are consumed.
Chevrolet Cars: Eye it - try it - buy it!
This is an advertisement of selling cars. “Eye”, “try” and “buy” which are
three simple monosyllabic verbs show the activities between advertisers and
consumers directly. It expresses the advertiser‟s sincerity, and on the other
hand, the advertisement lets consumers have the feeling of the simplicity,
efficiency and affordability in order to increase the reliability between
advertisers and consumers. The usage of a range of short verbs also creates an
effect for this advertisement.
McDonald's fast food: McDonalds. I'm lovin' it.
In the advertisement of McDonald's fast food, the advertiser employs the
spoken language “I‟m lovin‟ it”. “Lovin‟” is a common phenomenon used in

daily life. English people often use the reduction and linking when they speak,
which makes the conversation friendly and informal.
Some more examples:
ADS: Check. Create. Inspire
Air: New. Fast. Efficient.
Monsanto: Food. Health. Hope.

Supervisor: Nguyen Thi Thanh Van

22

Student: Bui Thi Phuong


A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

It is a pity that informal words are almost used in English advertisements,
but Vietnamese ones. Vietnamese people appear to prefer something formal
when they create business advertisements, thus they do not favor informal
words.
For example:
Bia Đại Việt: Bia Đại Việt-Đêm của đắm say, ngày của bạn hữu (Dai
Viet beer-Night of the passionate, day of the friendship)
Pond‟s: Pond‟s-Trắng hồng rạng rỡ (Pond‟s-Brightly pink and white)
Enchanteur: Enchanteur-Sự lôi cuốn kỳ diệu (Enchanteur-The magic
appeal)
The words “đắm say”, “bạn hữu”, “rạng rỡ”, “sự lôi cuốn kỳ diệu” show
the formality and the luxury of the products. There does not exist the informal
words in these advertisements.

2.1.2. Misspelling and Coinages
In some of advertisements, the advertising copywriter misspells some
words on purpose, or adds some affixes to some common words. New original
words are created to attract addressees‟ attention and to meet their needs for
curiosity and novelty. Many words in advertisements, especially in trade names,
are words which are newly coined, or deliberately misspelled and abbreviated.
Furthermore, some misspelled words help the advertiser to disseminate the
information effectively and also help the advertising become more charming.
Orangemostest drink: The Orangemostest Drink in the world.
When

hearing

or

reading

this

advertisement,

we

may

think

“Orangemostest” is a wrong word, but actually it is deliberately created by the
advertiser, Orangemostest in this advertisement consists of three elements:

“orange”, “most” and “est”. It is well known that orange juice is a popular
drink. Two superlatives “most” and “est” are added to orange so as to stress the
best quality of this product.
Timex: Give a Timex to all, and to all a good time.

Supervisor: Nguyen Thi Thanh Van

23

Student: Bui Thi Phuong


A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

In example, Timex= time + excellent. In English advertising, the suffix ex
is often added to the root, showing the good quality of a product. In addition,
“good time” here has a double meaning: it may mean “pleasant time” or
“showing time exactly”.
Coinages of this kind are nowhere to be found in dictionaries, but they
seem familiar to readers in appearance. One can guess their meanings by means
of the context without dictionaries. When customers come across newly coined
words, their interest is stimulated, and they want to go on reading and take
action. Thus, the aim of advertising is reached. But coinages must be well based
on after-taste and implication, stressing the novelty and uniqueness of the
products, without which coinages can produce little effect and will be
meaningless.
Misspelling some common words is also a clever use of coinages. For
example:
Westin hotel: Going East, Staying Westin.

In this advertisement, the advertiser wrote “Western” into “Westin” on
purpose in order to win a seat in consumer‟s memory.
Dorado inn: For twogether the ultimate all inclusive one price sunkissed
holiday
This example is an advertisement on providing a couple with a holiday
inn. “Twogether” and “together” are similar both in spelling and pronunciation.
“To” is misspelled as “Two” on purposes by the advertiser to indicate that the
couple could get the romantic day once more if they spend their holiday
together in this inn.
Psychologically, emotion between lovers tends to become common and
ordinary on the surface after a long period, “Twogether” here can remind them
of the romantic time in the past. This advertisement is just intended to cater for
such a psychological need.
Surfeit Shoe: Surefit Shoe Ltd

Supervisor: Nguyen Thi Thanh Van

24

Student: Bui Thi Phuong


A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English
Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents

When the consumers see the word “Surefit” at first sight, they must
imagine “surely to fit your feet” immediately and have a deep impression of
this brand.
Sony Audio: Hi-fi, Hi-fun, Hi-fashion, only from Sony
Hi-fi means high fine (quality), Hi-fun means high fun, and Hi-fashion

means high fashion. These three coined words make the effect differ from the
common words through the form of words and pronunciation.
It is easy to see from the above examples that newly created words vividly
express the desirable features, qualities, or functions of the product or service
being advertised.
In addition, some prefixes or suffixes like “super-”, “-est”, “ex-”, etc, are
often used to stress the high quality of the product.
In Vietnamese, there also exists this phenomenon; however, it is not so
much because it is very difficult to combine words in this way.
For example:
Sữa chua Yomost: Đó là một cảm giác rất Yomost ( Yomost milk- That is
a very Yomost feeling)
We do not know what the Yomost feeling is, however, this advertisement
lets us feel curious and we would like to know what that feeling is. That is the
advertiser‟s purpose.

2.1.3. Loanwords (Foreign words)
If an advertisement emphasizes the product‟s quality or the origin abroad,
loanwords would be the best choice for it. The most frequently used loanwords
are those from French and Spanish in English advertisements, mostly for wine,
food, cosmetics, clothing, etc. Added some French in advertisements for wine,
then the quality of this product is undoubted. Perfume companies usually add
to the romantic atmosphere of their products by using French words such as Vol
de Nuit. Automobile manufacturers will increase the mysterious atmosphere for
their product by use of foreign words such as Cordova, Biarritz. The most
common foreign words are food labels: Del Taco, L‟Auberge, and La Scala.

Supervisor: Nguyen Thi Thanh Van

25

Student: Bui Thi Phuong