kie VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES NGUYỄN THỊ THU THẢO A CONTRASTIVE ANALYSIS OF ENGLISH AND VIETNAMESE REAL ESTATE ADVERTISING SLOGANS IN PRINTED ADVERTISEMENTS Phân tích đối chiếu hiệu quảng cáo bất động sản tiếng Anh tiếng Việt ấn phẩm quảng cáo M.A MINOR THESIS Field : English Linguistics Code : 60220201 Hanoi, November 2015 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES NGUYỄN THỊ THU THẢO A CONTRASTIVE ANALYSIS OF ENGLISH AND VIETNAMESE REAL ESTATE ADVERTISING SLOGANS IN PRINTED ADVERTISEMENTS Phân tích đối chiếu hiệu quảng cáo bất động sản tiếng Anh tiếng Việt ấn phẩm quảng cáo M.A MINOR THESIS Field : English Linguistics Code : 60220201 Supervisor: TRẦN THỊ THU HIỀN, Ph.D Hanoi, November 2015 DECLARATION I hereby, certify the thesis entitled “A Contrastive Analysis of English and Vietnamese Real Estate Slogans in Printed Advertisements” is the result of my own research for the Minor Degree of Master of Arts at University of Languages and International Studies, Vietnam National University, Hanoi The thesis has not been submitted for any degree at any other universities or institutions I agree that the origin of my paper deposited in the library can be accessible for the purposes of study and research October, 2015 Nguyễn Thị Thu Thảo i ACKNOWLEDGEMENTS This MA thesis was successfully completed with the supports of many people to whom I want to express my gratitude First of all, I would like to express my sincere thank to my supervisor, Dr Tran Thi Thu Hien, for her valuable instruction, support and encouragement throughout my research process Without her devoting guidance, I could not have finished this thesis Secondly, my thanks also go to all the lecturers, professors and doctors teaching at the post graduate faculty of ULIS for their lectures and supports during my course Last but not least, I would like to give thanks to my beloved family and friends, who have encouraged and supported for my study process to finish this MA thesis ii ABSTRACT Due to the high demand of current market, every product needs effective strategies to introduce its image to the potential customers, and a successful slogan seems to be an impressive way Among various types of products, real estate is gradually paid much attention for its significance in people‟s living condition However, there exist differences in terms of linguistic features between English and Vietnamese real estate slogans that need to be investigated Therefore, the study “A Contrastive Analysis of English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements” is conducted to figure out some distinctive phonological, lexical and syntactic features among English and Vietnamese real estate slogans The total of 90 advertising slogans are collected from well-known English and Vietnamese real estate newspapers and magazines, and analyzed to support the aim of the study The finding of the research emphasizes the similarities and differences in terms of phonological, lexical and syntactic features between English and Vietnamese real estate advertising slogans The thesis was carried with the hope to implement some suggestions for teaching and learning business English, and some advice for advertisers iii TABLE OF CONTENTS DECLARATION i ACKNOWLEDGEMENT ii SUMMARY iii PART 1: INTRODUCTION 1 Rationale Aims and objectives of the study .2 2.1 Aims .2 2.2 Objectives Research question and approaches Scope of the study .3 Significance of the study Design of the study .3 PART 2: DEVELOPMENT .4 CHAPTER LITERATURE REVIEW 1.1 Review of previous studies .4 1.2 Discourse 1.3 Discourse analysis .6 1.3.1 Context 1.3.2 Role of context in discourse analysis 1.3.3 Components of context 1.4 Advertising as a form of communication .6 1.4.1 Definition of advertising 1.4.2 Functions of advertising 1.4.3 Types of advertising .9 1.4.4 Structure of advertisement 10 1.5 Advertising slogan as a part of an advertisement .11 iv 1.5.1 Definition of a slogan 11 1.5.5 Criteria of a good advertising slogan 12 1.6 Features of advertising language 13 1.6.1 Phonological features 13 1.6.2 Lexical features 13 1.6.3 Syntactic features 15 CHAPTER 17 METHODOLOGY 18 2.1 Research approaches and methods 18 2.2 Research question 18 2.3 Data collection instruments .19 2.4 Research procedure 19 2.5 Chapter summary 20 CHAPTER 21 FINDINGS AND DISCUSSION 21 3.1 Phonological features .21 3.1.1 Use of rhymes .21 3.1.2 Use of alliteration and anaphora 23 3.2 Lexical features .24 3.2.1 Use of field words 24 3.2.2 Use of geographical names and brand names 26 3.3 Syntactic features .28 3.3.1 Use of short simple sentences 28 3.3.2 Use of imperative sentences 28 3.3.3 Use of questions… …… …………………………………………29 3.3.4 Use of phrases 30 3.3.5 Use of parallelism 31 3.3.6 Use of comparison 32 3.3.7 Use of person addressee “we”, “you” 32 v 3.4 Chapter summary .34 PART 3: CONCLUSION .36 Recapitulations 36 Implications 37 2.1 For teaching and learning business English and linguistics .37 2.2 For advertisers 38 Suggestions for further studies 40 REFERENCES 41 APPENDIX I vi LIST OF FIGURES AND TABLES Name of figures and tables Page Figure 1.1 A model of communication Figure 1.2 A taxonomy of rhetorical figures in advertising 13 Table 2.1 Different terms of slogan worldwide 11 Table 3.1 Slogan language at phonological level – use of rhymes 22 Table 3.2 Slogan language at phonological level – use of alliteration & anaphora 23 Table 3.3 Slogan language at lexical level – use of field words 24 Table 3.4 Slogan language at lexical level – use of simple sentences 28 Table 3.5 Slogan language at lexical level – use of imperative sentences 28 Table 3.6 Slogan language at lexical level – use of questions 29 Table 3.7 Slogan language at syntactic level – use of phrases 30 Table 3.8 Slogan language at syntactic level – use of parallelism 31 Table 3.9 Slogan language at syntactic level – use of comparison 33 Table 3.10 Slogan language at syntactic level – use of addressees 34 vii PART 1: INTRODUCTION Rationale Together with the development of the world, thousands of new products and services are introduced everyday, which are in need to find an effective way to reach customers Most of products including food, beverages, medicines, airlines services, are presented to the public via mass media namely television, newspapers, magazines, the Internet, radio, etc Consequently, manufacturers take advertisements into consideration as a key tool to spread their goods worldwide Advertisements play a crucial role in economic, sociological and psychological viewpoints Using advertisements is considered the solution of seeking a channel for organizations or companies to reach out the world with their messages Slogans are taken as the heart of advertisements and cover the most focusing points sent to customers by the advertisers However, the question to create a good and successful slogan to bring in customers‟ mind the image of the product and encourage them to buy is not always at ease Therefore, with advertisers, the art of using some valuable words in slogans requires a deep understanding of phonology, lexicology, syntax and other elements As concerning much about advertisements which appear in high frequency on newspapers and magazines, the researcher realizes that real estate advertisements seem to take much room among other kinds of advertisements Due to theirs stereotype, real estate advertisements focus on the facility of living and they employ language as a presenting tool to emphasize that However, in Vietnamese, the real estate advertisers seem not to pay much attention to their slogans as there is no focusing point for customers to memorize about the product or service In this field, the numbers of slogans which can carve an unforgettable impression on customers‟ mind are rare Whereas in English, real estate advertisers try their best to create a sharp and smart slogan to attract their potential customers and there exist many outstanding slogans worldwide Thus, the situation is to put advertisers to questions about what is a good slogan, and which linguistic features should be included in the slogan to make it a successful one Therefore, “A Contrastive Analysis of English house/ home – nhà/ tổ ấm, there still exists a big difference in terms of commonlyused verbs and nouns In the syntactic level, the use of sentence structures are varied, but mostly the use of phrased is trendier I addition, parallelism is necessarily paid attention since it supports the creation of rhyming and impressive slogans, especially for Vietnamese ones 35 PART 3: CONCLUSION Recapitulations The language of advertisements in general and of slogan in particular is an interesting issue to be studied by both linguists and copywriters as it requires much effort in conveying so profound meanings via such condensed messages This requirement forces advertisers to mostly employ different tactics in their choices of words to make impressive and unforgettable slogans In real estate, which is interested by a large number of people worldwide as one of the most important parts in their life, slogans have their own characteristics They have to be acceptable and appealing to customers This study aims at investigating, comparing and contrasting the real estate slogans in English and Vietnamese in terms of phonological, lexical and syntactic features 90 slogans in both English and Vietnamese have been investigated to figure out the mostly-shared characteristics in the two languages and the differences among them The investigation has helped the author to draw some conclusions which will obviously be appreciated by real estate advertisers  In terms of phonological features, both English and Vietnamese real estate slogans use rhyme to create good sounding and memorable slogans The rhyming words make the rhythm for the slogan when reading so that the slogan becomes impressive to customers; however, the number of English slogans with rhyme is much higher than that of Vietnamese ones Anaphora appears in both English and Vietnamese slogans so that sentence structure of the slogan can be repeated and memorized Interestingly, the use of alliteration is quite often applied in advertising slogans; nevertheless, the collected Vietnamese real estate slogans not take use of alliteration without its presence among 45 slogans due to the fact that it is not possible to insert the brand name into the short slogan  In terms of lexical features, both English and Vietnamese real estate advertising slogans employ the insertion of geographical names or brand names 36 despite the less frequency of these elements It is explainable that the presence of these two elements may make slogans not rhyming Particularly, the vocabulary used in both languages are distinctive; while English slogans focus on the convenience for individual, Vietnamese slogans try to draw people‟s attention to the harmony between life and natural elements  In terms of syntactic features, the use of phrases, parallelism, comparison and use of addressees are well created in real estate slogans of both languages However, English seems to apply more addressees and comparison to shorten the distance between the advertisers and customers, as well as gain their product‟s value The use of parallel structure is also employed to create rhyming and memorable slogans in Vietnamese; while this feature seems not outstanding in English slogans Short simple sentences, imperative sentences and questions are mostly used by real estate advertisers in English, probably due to the requirement of conciseness in slogans In contrast, Vietnamese real estate advertising slogans tend to use more phrases to present their unique message toward customers Implications In Vietnam nowadays, real estate sector is growing fast due to the need of people and therefore, a large number of real estate companies and projects are born Among real estate advertisers, an issue raised is how to introduce and attract customers to the real estate products in competition with other companies It seems that the advertising campaigns and especially the slogans of Vietnamese real estate are not paid enough attention Only a few of them are impressed and memorized by customers This study is beneficial for the following targets: 2.1 For teaching and learning business English and linguistics The findings of the study may be beneficial to learners of both languages The contrastive analysis will offer them a good insight to get involved in linguistic features of advertising slogans and also the similarities and differences in the two 37 languages The finding of the study will probably be a useful reference resource for anyone who has passion for study language It not only helps them to appreciate the beauty of advertising language but also provide them with some necessary strategies and techniques in writing advertising slogans, especially in wring real estate advertising slogans In fact, there have been quite lots of studies on the language of advertising in general, but the studies on real estate advertising language are still very few Therefore, this research hopefully will have some help for students majoring the English language when they conduct a piece of scientific research on the advertising language related to real estate The thesis maybe a good assistance for English teachers in transferring the knowledge of advertising in general and advertising slogans in particular to their own students They will have a deeper insight into the contrastive analysis between English and Vietnamese real estate advertising slogans with respect to linguistic features Moreover, the teachers can make the study their additional resources in teaching which may meet the studying demands of their students The study provides them with necessary knowledge that teachers could master to help students It is the fact that phonology, lexicology and syntax are not easy for students Therefore, teachers should be patient with their students in order to help them clearly understand and distinctively distinguish English and Vietnamese these linguistic features when they study them The thesis provides linguistic researchers and translators with the useful knowledge about advertising slogans‟ linguistic features They will know how lexical choices works and how syntactic structures used affects the customers‟ attitude And also they can benefit from the differences between slogans in the two languages With such cognition, to some extent, linguists may find this study helpful in the field of language research, and translators can better their translation works in slogans in English and Vietnamese 2.2 For advertisers For advertisers and businesses, we clearly knew the most important purpose of advertisers is selling their products and services Advertising is an effective tool for 38 advertisers to achieve their goals This study is carried out, hopefully to provide some knowledge of linguistic features which may benefit the advertisers and businesses in writing advertising in general The advertisers can have important information and significant knowledge on advertising slogans in conformity with language techniques It can be concluded that Vietnamese real estate slogans should bear more striking phonological, lexical and syntactic features to be more effective The slogans should:  Apply more use of rhyme and alliteration to create an easy-reading and etched slogan in customers‟ mind  Insert more words related to the trend of green living, so that customers may feel relaxing and close to nature  Refer to their brand name with advertised products so that their brand name can ring a bell to customers in this competitive sector  Be short and condensed to create the memorable effect They should employ more simple sentences, phrases or parallelism  Focus to the target customers and shorten the distance with them by using direct addressees like you to bring customers the feeling of being taken care in individual  Employ the use of imperative and questions as these two types are rarely used This will raise customers‟ curiosity, as well as encourage and urge customers to the act of purchasing products  In addition, take the use of another tense like future tense to guarantee customers about the quality and stability of the product The use of comparison should also be considered as an effective way to impress customers; by doing so, the quality and outstanding characteristics of the product are emphasized Therefore, the advertisers can apply the techniques into creating better and more efficient slogans to lead to the customers‟ interest and need to purchase the product They can also benefit from the understanding of distinctive features of each language in advertising so that they can write a suitable slogan which fully matches 39 the customers‟ value in each country As a whole, the research will enable them to write a successful advertising Limitations and Suggestions for further studies 3.1 Limitations Beside the findings, due to the limitation of time and scale, the current study also possesses the following limitations:  First, the study is conducted with a relatively small number of slogans in both English and Vietnamese  Second, there are also some other outstanding linguistic features that need to be covered, such as semantic or cultural features 3.2 Suggestions for further studies This study has attempted to compare and contrast some linguistic features of English and Vietnamese real estate slogans However, due to the limitations of time and knowledge, this study has only investigated 45 slogans in each language, which makes the results less generalized Therefore, suggestions for further research may include:  A larger population of data in both English and Vietnamese could be employed so that a more general and exact view could be obtained  The semantic features of real estate English and Vietnamese slogans should be included to cover an insight into the similarities and differences between two languages  The cultural respect, which can make a great effect on the differences of images and the words employed in English and Vietnamese advertising slogans, can be investigated 40 REFERENCES ENGLISH Anderson, E M (1998) The use of Metaphors in online advertising, 5(2009) Florida: University of Florida, 18-24 Brown G and Yule, G 1993 Discourse Analysis, Cambridge: Cambridge University Press Courland, L B and William, F A (1989) Contemporary advertising Homewood: Irwin Cook, G (1992) The discourse of Advertising Oxford: Oxford University Press Crystal, D (1992) Introducing Linguistics London: Penguin Fairclough, N (2003) Analyzing discourse: Textual analysis for social research London: Routledge Fletcher, A D (2010) Advertising: 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Handout (Internet) 19 Seliger, H W and Shohamy, E (1989) Second Language Research Methods New York: Oxford University Press 41 20 Smith, R.N (1982) A Functional View of the Linguistics of Advertising, in R.J di Petro (ed.), Linguistics and the Professions – Vol of Advances in Discourse Processes New Jersey: Ablex Publishing, pp 189-99 21 Strong E K., Jr (1925) The Psychology of Selling and Advertising New York, p 349 and p 22 Tanaka K (1999) Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan London: Routledge VIETNAMESE 23 Bùi Thị Bích Thủy 2010 An investigation into the style of the English language used in advertising slogans issued by some world-famous airlines 24 Hoàng Trọng, Nguyễn Văn Thi 2000 Quảng cáo NXB Đại học Quốc gia Tp Hồ Chí Minh 25 Mai Xuân Huy 2001 Các đặc điểm ngôn ngữ quảng cáo ánh sáng lý thuyết giao tiếp 26 Nguyễn Đình Quế 1993 Một vài nhận xét bước đầu ngôn ngữ quảng cáo 27 Phùng Nghị 1992 Vấn đề quảng cáo 28 Tôn Nữ Nhật Lệ 2005 A discourse analysis of travel advertisements in English and Vietnamese 29 Trần Đình Vinh Nguyễn Đức Tồn 1993 Về đặc điểm ngôn ngữ quảng cáo 30 Trần Thiên Tứ, 2007 Presupposition and Implicature in English and Vietnamese Advertising Slogans WEBSITES 31 Paul, S 2013 10 requirements for a good advertising slogan http://businessdevelopmentadvice.com/blog/10-requirements-for-a-goodadvertising-slogan 32 http://www.merriam-webster.com 33 http://www.oxfordlearnersdictionaries.com 34 https://www.ama.org/topics/Advertising 35 Jeremy Bullmore What is advertising? http://www.ipa.co.uk/Page/What-isadvertising#.VjM-cNIrLMw 42 PRINTED SOURCES English 36 Lexington apartment guide, volume 31, issue 11, April 2015 37 Apartment finder, volume 24, issue 38 Apartment finder, volume 24, issue 39 Apartment finder, volume 24, issue 40 Advertising age, 1/ 2012 41 Bloomberg Businessweek, 7/2013 42 Bloomberg Businessweek, 8/2013 43 Bloomberg Businessweek, 9/2014 44 Bloomberg Businessweek, 10/2014 45 Business week, 6/2011 46 Business week, 9/2013 47 The Economist, 11/2014 48 US Weekly, 10/2012 49 US Weekly, 12/2013 50 US Weekly, 1/2014 Vietnamese 51 Tạp chí Bất động sản Việt Nam, 4/2015 52 Tạp chí Bất động sản Việt Nam, 5/2015 53 Thanh niên, số 360/ 2010 54 Thanh niên, số 15/ 2011 55 Thanh niên, số 17/ 2011 56 Thanh niên, số 18/2011 57 Thời báo kinh tế Việt Nam, 5/2012 58 Thời báo kinh tế Việt Nam, 6/2012 59 Thời báo kinh tế Việt Nam, 9/2013 60 Thời báo kinh tế Việt Nam, 11/2013 61 Thời báo kinh tế Việt Nam, 2/2014 43 62 Thời báo kinh tế Việt Nam, 3/2014 63 Tiền phong, 7/2012 64 Tiền phong, 11/ 2013 65 Tiếp thị gia đình, 12/ 2013 44 APPENDIX No English Company/ Vietnamese ads group Company/ group A place you can call Brandywine Giao hòa với thiên Golden HOME nhiên apartment Palce Home Close to everywhere Pegasus Place Cuộc sống tuyệt Golden you want to be! apartments Legendary excellence Park sống Redefined department rmLexington 10 năm hội tụ tinh Phú Long living hoa đất rồng Looking for Nét châu Âu CT2B that Williams PERFECT nesting place? long Hà Nội Estates HICC1 resort lịng Times City – thi 10 Park Hill A refreshing change Richmond Căn hộ mơ ước 27A1 awaits you Commons tầm tay! Luxury you can afford Breckinridge Cùng A location you will love court tương lai tốt đẹp land xây dựng Indochina Sống passion thiên nhiên Quiet, tiện Greenstars Quality living is our Chinoe Creek nghi Mega village friendly Matador North Cuộc sống thịnh Goldmark city- community 11 – How you live begins Stoney Brooke Phong cách sống Vinhome with where you live Palace Place Hạ tầng nâng tầm UDIC apartments vời nơi đây… apartment vượng Hạnh phúc TNR Holdings homes vững bền Việt Nam Where you can live at The Creeks Kiệt tác thiên Hoa once and play at all! nhiên Kiệt tác Green City người I Binh 12 13 Fall in love with your The Creeks Bản giao hưởng Vista verde NEW home thiên nhiên A new lifestyle awaits at Sang trọng The Crescent đại Shadeland apartments Sun Avenue and Residence lofts 14 A great place to call One Hundred Cho home Chevy sống Novaland Chase bừng sáng apartment homes 15 Creating Run Phong cách sống Landmark caring Cedar community đỉnh cao apartment Vinhomes homes 16 Central Park mile Thành phố tiện ích Ultimate student living Red Sunrise City village 17 Quality living is our Saddlebrook at Giá trị đích thực – Chung passion Taste Creek An cư vững bền cư Linh Trung – Cty BDS CP Sài Gòn Vina 18 nước D‟ Le Pont You life You style Patchen Oaks Hồ Your home xanh, sống an D‟Or Hoàng lành Cầu – Tân Hoàng Minh group 19 Because how you live Patchen Oaks Khơng gian sống The Golden is hồn hảo quận An Khánh – as important as Hà Đông where you live! Cty CP Sông Đà Long II Hoàng 20 Quality living at The Fox Run Kiến tạo tổ ấm – The Golden affordable price 21 apartment Hạnh phúc vững An Khánh - homes bền Ngôi nhà mơ ước The closest thing to Raintree paradise CT36 Dream Home Định apartments Công 22 YOU deserve the The ROYAL treatment enclave Nơi không gian Never Land Hartland khơi nguồn cảm xúc 23 A community Brandywine Vững bước thành Đại công designed for comfort Dương Land & convenience 24 25 26 Light up your life …at Lighthouse Khám Lighthouse Square! cao sống Square phá đỉnh Discovery Complex There‟s still Time to The Creeks Phong thủy giao The Crown - make “The Creeks” hòa - Sánh Mulberry your home! đẳng cấp Close to perfect…Far Beaumont Ngôi from ordinary xuân Farms nhà Lane mùa Spring Home – Tổng cty 36 BQP 27 Where you want to Wyndamere Hội tài tụ lộc – Spring live Hạnh phúc ấm êm Home AsiaReal 28 Your place to call Cabana Royal Nơi mang đến cho Sky Center “Home” bạn gia đình Arms thịnh vượng III sống – 29 Above the crowd Remax Future for Old Mipec Quarter - Tương Riverside lai Phố Cổ 30 Your edge in Real Acres Hạnh phúc The Krista – Estate khiết cho nhà CapitalLand tương lai bạn 31 Live the life Vietnam you Beverly-Hanks Khơi nguồn hạnh Parc Spring choose & Associates phúc giai đoạn – CapitalLand Vietnam 32 33 Call Pat ….for your PAT Nơi đặt niềm tin - Khang Điền Real Estate chat! Nơi xây tổ ấm Smarter Nơi giá trị thực Villa Park – Bolder Century 21 thể – a Khang Điền Faster manifestation of true value 34 Dream‟s come true Forever here Mỗi nhà Mega Ruby Properties niềm cảm – hứng 35 36 37 Going above and Liz Selleck Điền Tận hưởng thiên Mega Ruby beyond to find your nhiên – next home! không gian sống Where home happens People Realtor.com passionate Hinternoosa Khang Khang Điền Nơi nhà tổ Gamuda ấm Gardens Tổ ấm vững bền Green Park about property 38 Ì you can‟t sell your Ken Williams Nơi gửi trọn niềm Thăng Long home…”I KEN” tin IV Real 39 Nobody does it better Vì hạnh phúc Sunview LJ Hooker Town – Tập bạn đoàn Đất Xanh 40 41 Where dreams come Coldwell Nâng cao giá trị Topaz City home sống Banker & Chuẩn mực môi The Villas – Selling the lifestyle Murphy you deserve Murphy tm trường sống thời Vinhomes thượng 42 Outstanding Central Park Thành phố xanh Eco Park Agents Remax tươi sống mát Outstanding results lành 43 Helping you home sweet home 44 Windle Vườn phố Imperia Group Building your dreams Prime a home 45 find The Five Trao Homes sống Eco Green tiện nghi Your guide to living in Australia Viên Paradise Properties xanh lịng TVI Group Connection thị V ngọc trai Greel Pearl –