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 khẩu hiệu quảng cáo bất động sản tiếng Anh và
tiếng Việt trên ấn phẩm quảng cáo
M.A. MINOR THESIS
Field
: English Linguistics 1
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 khẩu hiệu quảng cáo bất động sản tiếng Anh và
tiếng Việt trên ấn phẩm quảng cáo
M.A. MINOR THESIS
Field
: English Linguistics 1
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
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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.
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PART 1: INTRODUCTION
1. 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
1
and Vietnamese Real Estate Advertising Slogans in Printed Advertisements” is
intentionally carried out to provide some useful knowledge of language used in real
estate advertisements for English teachers and learners as well as Vietnamese
advertisers.
2. Aims and objectives of the study
2.1. Aims
The aim of this study is to analyze and figure out the similarities and
differences in the linguistic features of real estate advertising slogans in English and
Vietnamese language.
2.2. Objectives
Due to the aim stated above, the study will focus on some features of real
estate advertising slogans of English and Vietnamese in terms of phonology,
lexicology, syntax, as well as draw out some hints for Vietnamese advertisers,
especially in real estate services which may help to improve their effectiveness and
professionality.
Phonological features play a vital part in creating the sounds of the slogan when
reading aloud so that customers can be impressed and remember the product better.
Lexical features are necessary elements to understand the purpose of the
advertiser toward his target customers, the strategies he employs to shorten the
distance between the producer and the customers in the indirect communication.
Syntactic features use types of sentences, phrases, word order to express the
purpose of the advertiser in the form of language. Without these syntactic features,
slogans cannot be created and therefore, the purpose of the communication between
the advertiser and customers is not achieved.
3. Research question and approaches
Due to the aims and objectives, the study is conducted to answer the following
question:
What are the similarities and differences between English and Vietnamese
Real Estate Advertising Slogans in Printed Advertisements in terms of
phonological, lexical and syntactic features?
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2
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PRINTED SOURCES
English
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Vietnamese
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