Language:
Persuasive language in advertisement
1. Phonological aspects

Rhyme - vần: Similar sound endings of words
Example:
Môi xinh hé nụ cười xinh - Lipice
Mọi lúc, mọi nơi - Mobifone
A Mars a day helps you work, rest and play - Mars Eat fresh. Feel fresh - Subway
Have a break, have a KitKat - KitKat
Thirty minutes or it’s free Dominos
Like a good neighbor, State Farm is their - State Farm

Rhythm - nhịp: The beat or flow of a phrase - pacing and syllable count; often a catchy
beat
Example:
I’m lovin’it - McDonald’s
Just Do It - Nike
Because you’re worth it - L’Oréal
Have a break, have a KitKat - KitKat
Melts in your mouth, not in your hands - M&M’s,
Uống là mê - Soft drink
Ăn no ngủ kỹ sống lâu
Ngon từ thịt, ngọt từ xương - Knorr
Vị ngon trên từng ngón tay - KFC

Alliteration - điệp âm đầu: repetition of the same sound at the beginning of the words
Example:
Fast. Flexible. Forward - Paypal
Better by Buick - Buick
Go Greyhound and leave the driving to us - Greyhound
Coca-Cola. The Coke side of life - Coca-Cola
Sữa sạch, sáng suốt - TH True Milk
=> Example Apply 3 techniques
Red Bull gives you wings
2.

Nhịp: 3 syllables then 2

Vần: give - wings

Điệp âm đầu: g
Maybe she’s born with it. Maybe it’s
Maybelline

Vần: It - Maybelline - Maybe

Nhịp: Câu dài - câu ngắn - dễ nhớ

Điệp âm đầu: Maybe - Maybelline
Graphic aspect of the text

Unpredictability: Using unexpected shapes, fonts, arrangements, or letter stylization =>
draw attention, shock or surprise
Example:
FedEx: Hidden arrow between the E and x => surprise inside the text
Amazon: The arrow from A to Z under the word “Amazon” = subtle promise + smile
Toy“R”Us: Backward R = childish, playful, memorable ( breaks graphic rules)

Higher frequency of low-frequent letters that produce outstanding sounds: Using rare
letters - X, Z, Q, K, V => visually stand out, sound sharp, exotic or edgy => outstanding
and novelty
Example:
Xiaomi - Uses X, rare in English and Chinese romanization
Zara - Z adds luxury edge
Kodak - Invented word, hard K sounds are impact
Quikailver - Misspelling + Q + K = visual uniqueness

Acronyms and initialisms with graphic exploitation: Using acronyms (viết tắt) or initials
in a visually clever or stylized => reinforce branding, make slogans shorters, create
double meanings or graphic identities
Example:
CNN - Cable News Network: Bold, red, connected letters
=> Instantly recognizable
IBM - International Business Machines: Horizontal stripes in the logo
=> looks techy, stable, classic
KFC - Kentucky Fried Chicken: Minimal name with visual identity - Colonel’s face, smart branding
of initials
MTV - Music Television: Big bold M, funky graffiti-style TV
=> rebellious youth tone
NASA - National Aeronautics and Space Administration: Blue sphere (Earth), red vector
=> acronym becomes full visual brand
VTV: Colorful letters => distinctive and memorable
PFT: Colorful and young style, tech vibe
3.
Lexical aspect

Homophones: Words that sound the same but have different meanings or spelling =>
puns, humor, or double meanings
Example:
Eye scream for ice cream
Grate cheese, great taste
Sole provide - sole ( only )/ sole ( of a shoe )
Sole comfort - sole = only + shoe sole
I scream, you scream, we all scream for ice scream

Verb phrases: Action phrase => more dynamic or persuasive
Example:
Have a break, have a KitKat => Imperative, Simple daily-life verb phrase
Betcha can’t eat just one => Suggests action, challenge tone.
Think different - Apple => Short verb phrase that sound bold
Taste the rainbow - Skittle => Vivid verb phrase
Spray more, get more - Axe

Noun phrases: Nouns + modifiers (adjective/ determiners) => concrete, catchy
description
Example:
The ultimate driving machine - BMW => loaded noun phrase
It’s everywhere you want to be - Visa.
A diamond is forever - De Beers => elegant noun phrase, timeless value
The best a man can get - Gillette

Adjectives: Sell the product’s qualities => appeal, emotion, or intensity
Example:
Because you’re worth it - L’Oréal => worth - value adjective
Fresh. Fast. Fantastic => Alliteration + Adjective
Fresh, never frozen - Wendy’s => Highlights quality via adjectives
Superlative
Comparative
Nike: Find your greatness
Apple (ipad 2): Thinner. Lighter.Faster
Coca-Cola: The world’s favorite soft drink.
Samsung Galaxy Note: Do bigger things
Canon: The world’s most advanced camera
system.
Dove: You’re more beautiful than you
think
Disneyland: The happiest place on earth DisneyLand
Key phrases


The best; Most …

Better than; More … than …

Fastest ever

Faster than ever

The ultimate; World’s #1

Now with 20% more

Smaller yet stronger
Numerals: Ads to quantify, rank, or create structure often in lists or deals
Example:
Oh thạnk heaven for 7-Eleven => Rhymes + number
2 for $5 Mix and Match - McDonald’s
57 Varieties - Heinz
11 Herbs and Spices - KFC
7UP - Brand name itself
$5 Footlong - Subway
7 Days. 7 Deals - catchy repetition
Have it your way for just $5
99 problems but taste ain’t one - parody style numeral use

Foreign words: Borrow other languages to sound exotic, classy, or global
Example:
French - La vie est belle - Lancôme: Life is beautiful
German - Vorsprung durch Technik - Audi: Advancement through technology
Häagen-Dazs - brand name itself sound foreign => sound European luxury
Italian phrase - Ciao Bella Gelato: Friendly + Fancy

Intertextuality ( Liên văn bản ): Referencing another famous work: slogan, movie, song,
or culture moment => create connection or humor
Example:
Got milk? - parody slogans: “Got [X]?”
May the floss be with you - play on Star Wars
Obey your thirst - Sprite => deeper message, also counter culture echo
Live in your world, play in ours - PlayStation => Echoes idea of alternate realities
The Axe effect - Axe Body Spray => Parody of the Butterfly Effect

Neologism - Formation of new words and phrases: Inventing new words or blending
existing ones ( portmanteaus - từ ghép, slang ) => sound fresh and branded
Example:
Microsoft = micro + soft
Rejuvelift = rejuvenate + lift
Snapchat = snap + chat
Hangry = hungry + angry
Netflix = net + flicks
Brunch= breakfast + lunch
Staycation = stay + vacation

Frappuccino = Frappe + Cappuccino - Starbucks
Idiomatic construction: Using familiar phrases or idioms => create emotional or culture
resonance
Example:
Taste the rainbow - Skittles
Open happiness - Coca-Cola => Feels like an idiom or mantra
Sof as a mother’s touch - Comfort Fabric Softener => Emotional idiom, strong image
A taste of home
Light as a feather
Old flame, new spark - romantic idiom twist

Collocation: Words that naturally work together => smooth, native, and emotional
effective
Example:
Fast food - McDonald’s
High quality
Deep moisturise - Dove
Cold beer
Local experience - Airbnb Deep language

Pun (Wordplay): Playing with double meanings - using sound, spelling, or semantics to
create humor or cleverness
Example:
Crust me, you’ll love it - Pizza Hut => trust - crust
No one outpizzas the Hut -
Pizza Hut => outperforms
Should’ve gone to Specsavers => Specsavers
Make room for life - IKEA => Double meaning (literal + metaphorical)
Melts in your mouth, not in your hands - M&M’s => Rhyme + clever twist
We knead your dough - bakery ad: knead dough = need money
Sofa, so good - furniture ad: so far, so good
Sole mate found - Shoe ad => Solmate - sole of shoe
Let’s taco’bout it - Mexican restaurant - talk about it
Grill & Chill - Dairy Queen => Chill = relax/ cold
We're dye-ing to make your hair look great!=> dye-ing=dying ( really want to do
sth)
Our buns are unbe-leaf-able!" =>Playing on "unbelievable" and the way a bun might rise or
have a rounded shape like a leaf
4.
Grammatical aspects

Sentence type:

Declarative - Câu trần thuật: A fact, statement, opinion, belief.
Fact: The sun rises in the east.
Opinion: I think that book is expensive.
Statement: My mom is a doctor.
Belief: I believe in you.

Interrogative - Câu nghi vấn: Yes/No questions, Wh questions, Tag questions
Y/N questions: Are you a teacher?
Wh questions: Where are you from? / What time is it? / When did he come?
Tag questions: She is a beautiful girl, isn’t she?

Imperative - Câu mệnh lệnh: Express command, request, order, advice.
Order: Close the window!
Request: Please finish the deadline
Avice: Be careful with this dog
Prohibition: Don’t call me anymore
Instruction: Go ahead and turn right

Exclamation - Câu cảm thán: show the emotion towards things, people
How beautiful a dress
Amazing! Good job

Sentence structure

Schematic patterning:
~ Parallelism: It's the repetition of the same words or groups of words at the beginning of
several sentences.

Anaphora: It's the repetition of the same words or groups of words at the beginning of
several sentences (lặp cấu trúc phần đầu)
VD: Learn from books. Learn from life. Learn from teachers.

Epiphora: It's the repetition of the same words or groups of words at the ending of
several sentences. ( lặp cấu trúc phần cuối)
VD: See new. Hear new. Feel new.
~ Ellipsis - câu tỉnh lược =>for economical reasons, avoid drawing attention from uninteresting
things, create a sense of informality in spoken language, create proximity (sự gần gũi ngoại
cảnh) & intimacy (sự gần gũi nội tâm)

Economical reasons:
VD: Original: Do you want coffee? Or do you want tea?
=> Ellipsis: Coffee or Tea? (lược bỏ “Do you want”->tiết kiệm thời gian)

Avoid drawing attention from uninteresting things
VD: Original: The speaker mentioned the weather, and then the speaker moved on to the main
topic.
=>The speaker mentioned the weather, then moved on to the main topic. (lược “the speaker”)

Create a sense of informality in spoken language:
VD: Original: “Are you fine?”
=> Fine?

Create proximity:
VD: Original: This is my school, that is your school.
=> My school, your school. (lược từ chỉ vị trí “this is, that is)
Original: The cat is on the table, and the dog is also on the table.
=> Cat on the table, dog too. (lược bỏ "is" và "on the table" ở vế sau, ngụ ý cả hai con vật đều ở
cùng một vị trí gần)

Create intimacy:
VD: Original:I know you are tired, and I am tired too.
=>Tired, me too. (lược “I know you are, am->sự đồng điệu, giống nhau)

5.
Incomplete sentences:
Semantic aspects - Rhetorical devices

Personification - Nhân hóa: Giving human traits or actions to non-human things:
products, brands, abstract ideas
Example:
M&M’s: Talking M&M characters - candy with human personalities
Coca-Cola: “Open happiness” - Happiness is personified as something you can open like a Coke
bottle
Michelin: Bibendum ( Michelin Man ) helps drivers - Tire becomes a caring guide

Simile - So sánh: A comparison using Like or As to highlight similarities between two
things
Example:
Red Bull: Like wings for your body - Show energy boost
Comfort: Soft as mother’s touch - Emphasize emotional comfort
Toyota: Drives like a dream - Compare performance to ideal

Hyperbole - Phóng đại/ Nói quá: Extreme exaggeration used for emphasis or humor
Example:
Red Bull: Gives you wings - Obvious exaggeration for energy effects
FedEx: When it absolutely, positively has to be there overnight - Reinforces urgency with
exaggeration

Metaphor - Ẩn dụ: A direct comparison between two unrelated things, saying one is the
other to deepen meaning or add symbolism
Example:
Corona - beer: Find your beach - beach = peace/ happiness
Mastercard: There are some things money can’t buy - mastercard = experiences

Metonymy - Hoán dụ: Referring to something closely associated with a concept rather
than naming the concept directly
Example:
Hollywood - Used to represent the U.S. film industry => Place name stands for the industry
Rolex - implies status/luxury => Brand name = symbol of success
The crown - in ads to mean monarchy or authority ( hoàng gia ) => object = institution

Antithesis - Tương phản: Putting contrasting ideas side-by-side to highlight a difference
or conflict, often making the message sharper and more memorable
Example:
The Economist - Magazine: Big ideas. Small words => Elegant tension: depth vs. simplicity;
Appeals to smart readers who value clarity
Nike: You don’t win silver. You lose gold. => Win vs. Lose; Extreme competitive tone for elite
athletes
O'Keeffe's - hand cream brand : Hard work. Soft hands.
Pun ( Using Polysemy and Homonymy): A play on words that exploits multiple meanings or
similar sounds to be funny, clever, or memorable