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CHAPTER 1
INTRODUCTION
1.1. RATIONALE
In the open-market economy, wars among companies or corporations are
becoming sharper and sharper. Thousands of goods and services are available in
the market, which makes customers puzzle to choose. Fortunately, advertising was
born to introduce new products and provide benefits for producers. Advertising is
crucial in our modern society and is one of disciplines where the use of language
has to be employed to deliver the message effectively. Therefore, advertising
becomes an indispensable part in creating brand awareness to general public and
making businesses more popular within the circle of potential buyers. Meanwhile,
slogans can be considered the heart of advertisements whenever they appear. The
catchy phrases or sentences that serve as advertising slogans should be the ones
that could state the main benefit of a product or a brand to prospective customers;
promote the credibility of a brand or product; create a customer demand or desire
for a brand or product; and stick in viewers memory.
It couldnt be denied that functional food is the integral part of human lives
in the outbreak of diseases resulted from the development of industrial society and
environmental pollution. People are interested in functional food as a supplemental
nutrition supporting for their health and beauty. In order to promote the sales of
functional food, manufacturers have launched many catchy slogans to attract
customers, for examples:
(1.1) Caring for your heart
[10]
[67]
[2]
[8]
Chapter 4 Findings and Discussions includes the analysis of the semantic and
syntactic features of function food advertising slogans in English and Vietnamese.
Accordingly, the similarities and differences between English and Vietnamese
function food advertising slogans in terms of linguistic features are also revealed.
Chapter 5 Conclusions and Implications summarizes the major findings of
the study, gives the implications of the study, points out the limitations of the study
and gives some suggestions for further study.
CHAPTER 2
LITERATURE REVIEW
AND THEORETICAL BACKGROUND
2.1. LITERATURE REVIEW
Advertising language is an interesting and practical topic, which attracts the
attention of many linguists and researchers. In this modern commercial society,
this topic has become heated when continuous studies have been conducted by
several British and American writers and linguists. Different language
researchers have different viewpoints, aims, objectives and research methods to
this heated subject.
In Language of Advertising, Goddard and Peter (1998) consider the
relationship between advertising and culture. They also focus on the interrelation
of language, image and typeface; analyze the concepts and the application of
advertisements.
In Persuasion and Advertising English: Metadiscourse in Slogans and
Headlines, Pedro (2001) studies the metadiscourse devices typically used by
copywriters to construct their slogans and headlines.
In The Discourse of Advertising, Cook (2003) provides a framework for the
analysis of advertising as a discourse genre. In this book, the interaction between
advertising messages, their substance, their surroundings and their influence on the
effectiveness of the advertising are also discussed.
Nguyen Thi Cam Ha (2011) describes the speech acts used in the
advertisement, contrasts the syntactic form and semantic functions of the language
of advertising, and discovers the similarities and differences regarding the
2.2.1.1. Advertising
There are various definitions of advertising. However, the following ones
seem to be the most of appropriate for my study.
Advertising is defined by Harris & Seldon (1962) as a public notice
Advertising designed to spread information with a view to promoting the sales of
marketable goods and services. [12]
Another definition given by Cook, G. (2003) states: Advertising means
clearly identifiable, paid for communication in the media, with aims to persuade,
inform or sell. But the word is also used to cover a much broader range of
activities from design to public relations by what are often the same
organizations, using similar skills.[3]
Or in [22] Advertising is the nonpersonal communication of information
usually paid for and usually persuasive in nature about products, services or ideas
by identified sponsors through the various media.
In summary, advertising is one of the disciplines where the use of language
has to be employed with care in order to deliver the message effectively. The most
important thing is that advertising is a device to arouse consumers attention to a
commodity and induce them to use it. Moreover, it is an art of persuading
consumers about its usefulness, the attraction and the advantage of the product. As
a special practical style, it has its own features in the creative design or in the use
of words.
2.2.1.2. Slogan
Each advertisement normally contains at least a sentence or a phrase acting as
a slogan to attract readers. However, there are a lot of different definitions of
10
11
12
(2.6) Child could be defined as a young human being but there are many other
characteristics with different people associate with child such as affectionate,
amusing, lovable, sweet, mischievous, noisy, irritating, or grubby. [5, p.17]
In a word, connotations are affective or evaluative association that a word
may have besides denotative meaning. [5, p.17]
2.2.2.3. Semantic Fields
According to Brinton (2000), a semantic field denotes a segment or reality
symbolized by a set of related words [2, p.112]. Besides, Nguyen Hoa (2001)
states that a semantic field is a set of interrelated senses based on a conceptual
field or spectrum [13, p.78]. From the two definitions, the authors say that words
which can be grouped either thematically or ideographically belong to the same
semantic properties or semantic fields.
2.2.3. Syntactic Features
According to Oxford Advanced Learners Dictionary (2010), syntax is the
way that words and phrases are put together to form sentences in a language. In
other words, syntax is a study of the structure of phrases, clauses and sentences.
Syntactic features are parts of speech which are related to elements a word
combined to build larger units (phrases, clauses and sentences) and can be
analyzed by structural style.
Although there are numerous definitions of syntax, it can be concluded that
words, phrases, clauses and sentences are the four main components of syntactic
features. However, according to the description of samples presented in Chapter 3,
only words, phrases and sentence structures are examined in this thesis based on
the viewpoint of Greenbaum (1996) in English Grammar, Trn Hu Mnh (2007)
in Ngn Ng Hc i Chiu C Php Ting Anh Ting Vit and Dip Quang
Ban (2002) in Ng Php Ting Vit Tp 2.
13
[7, p.26]
[7, p.26]
14
b2. Compounding
Compounding is a morphological process to create new words by joining 2
or more words (simple or complex). [7, p.30]
Compounding is highly productive in English. Compounds may be found in
all lexical categories, E.g. compound noun: boyfriend; compound verb: teamteach; compound adjective: easy-going. [7, p.30]
Constituent members of a compound are not equal: the lexical category of
the last member of the compound is the same as that of the entire compound; the
first member (the dependent) is often a modifier of the second (the head) of the
compound, E.g. bookstore is a store that sells books. [7, p.30]
Here are some examples of Compounding:
(2.9) day-dream
[7, p.49]
(2.10) storyteller
[7, p.49]
(2.11) house-keeping
[7, p.50]
2.2.3.2. Phrases
a. English Phrases
The English phrases are based on the viewpoint of Greenbaum (1996) in
English Grammar. There are five classes of phrases: noun phrase (N.P), adjective
phrase (Adj.P), verb phrase (V.P), adverb phrase (Adv.P) and prepositional phrase
(Prep.P).
a1. Noun Phrases
Greenbaum (1996) indicates that the noun phrase has as its head a noun, a
pronoun, a nominal adjective or a numeral. [10, p.208]. Noun phrases may have
modifiers. The modifiers can be premodifiers or postmodifiers. Some noun phrases
15
[10, p.208]
Prep.P
far-away cottage
Adj
[5, p.27]
Head.N
[5,p.30]
[5, p.30]
hot
for comfort
[5, p.57]
16
Adv Head.Adj
Prep.P
[16, p.15]
Adv Head.Adj
(2.18) young
in spirit
[16, p.15]
Head.Adj Prep.P
(2.19) more interesting than I thought
Head.Adj
[5, p.57]
Finite Clause
17
non-finite forms of the verbs are the infinitive (with or without to), the ing
participle, and the ed participle, for example:
(2.24) To smoke like that must be dangerous. (to-infinitive)
[10, p.251]
(2.25) I saw her play tennis with many people yesterday morning.
(infinitive without To)
[10, p.251]
(2.26) At the station, we were met by a man carrying a copy of the Times.
(the ing participle)
[10, p.251]
[5, p.56]
[5, p.64]
[16, p.17]
[16, p.17]
b. Vietnamese Phrases
b1. Noun phrases
Dip Quang Ban states that a noun phrase comprises three main parts:
premodifier, head noun and postmodifier.
[1, p.24]
The following example illustrates a noun phrase with the tree mentioned
major parts.
18
premodifier
head noun
postmodifier
tt c
nhng
chic
bnh
rn
-3
-2
-1
2
[6, p.91]
The premodifiers indicate the quantity of the head noun. They are the deixis
(ci) or numerals (mt, hai, ba, bn, vi, ba, dm, mi, tng, nhng, cc, my,
mi)
(2.31) Ci bn ny
[6, p.91]
(2.32) Nhng ci bn g y
[6, p.92]
(2.33) Ba ly ch
[6, p.93]
The postmodifiers show the quality of the head noun. They are nouns (N),
verbs (V), adjectives(Adj), numerals (Num) or determiners (Det).
(2.34) Nng thy tinh
[6, p.93]
(2.35) Ci t mu m y
[6, p.99]
[6, p.99]
[1, p.103]
19
The words cc, cc k, tuyt, qu can be placed before or after the head
adjective. However, they tend to follow the head to create emphasizing nuances.
[1, p.102]
(2.38) Cc p, tuyt p
[1, p.103]
[1, p.103]
[1, p.102]
(2.41) Gii v vn
[1, p.102]
[21, p.8]
[1, p.67]
[1, p.67]
[1, p.67]
20
[1, p.67]
According to Dip Quang Ban (2002), the independent verbs are able to
stand alone as the main elements of the verb phrase.
[1, p.68]
The independent verbs are the verbs of physical action c, thc hin, ly,
i..., verbs of mental state lo, knh, n, vui, or verbs that can combine with
directional adjuncts i ra, chy vo, tro ln, bc xung, y ra, y li, hiu ra,
ni ra, ho i, qut li Besides, the independent verbs are the verbs that
associate wth substantives, for example, cho, biu, tng, pha, trn, ni, bo, sai,
khin, cho php, , [1, p.63-71]
The premodifiers of the verb phrase can be grouped as follow: [1, p.74-75]
- Words that express the progress of the action and state u, cng, vn, c, cn,
- Words that express the temporal relation of actions and state tng, , va, mi,
ang, s,
- Words that express the negativeness and positiveness khng, chng, ch, c,
cha,...
- Words that express the prohibition and advice ng, ch, hy, phi, cn, nn,
- Words that express the frequency of actions and state thng, hay, nng, t,
him,
- Onomatopoeias and adjectives that modify the main verb t tch ri, o o tun,
kh khng p, tch cc ng gp, c bn hon thnh,
The postmodifiers of verb phrases can be nouns (c sch), verbs (n ng
n ngi), adjectives (vit nhanh), adverbs (c gng ht mnh), demonstrative
pronouns (ti y), interrogative pronoun (hi ai), numerals (chia i), adjuncts
(thuc ri), exclaimation (ku i ).
b4. Prepositional Phrases
[1, p.84]
21
In Ng Php Ting Vit 2, Dip Quang Ban does not mention the
prepositional phrases and adverb phrases in Vietnamese.
2.2.3.3. Sentences
a. English Sentence Types
a1. Simple Sentences
A simple sentence is a sentence consisting only one clause and it is
categorized into seven sentence patterns according to the verb patterns including
intransitive verbs, intensive verbs, monotransitive verbs, ditransitive verbs and
complextrasitive verbs. The seven patterns are SV, SVC, SVO, SVA, SVOO, and
SVOA.
[1] SVintransitive
(2.45) The sun is shining.
S
[18, p.721]
Vintrans
[2] SVintensiveC
(2.46) Your dinner seems ready.
S
[18, p.721]
Vintens Cs
[3] SVmonotransitiveO
(2.47) That lecture bored me.
S
[4] SVintensiveA
Vmono Od
[18, p.721]
22
Vintens
[18, p.721]
[5] SVdistransitiveOO
(2.49) I must send my parents a card.
S
Vdistrans
Oi
[18, p.721]
Od
[6] SVcomplextransitiveOC
(2.50) Most students have found her reason helpful.
S
Vcomplextrans
[18, p.721]
Co
[7] SVOA
(2.51) You can put the dish on the table.
S Vcomplextrans O
[18, p.721]
[18, p.987]
[7, p.90]
(2.53) There was no moon that night and, as a result, they took the wrong turning.
[7, p.90]
[2] Asyndetic Coordination Coordinators are absent but could be supplied.
23
[7, p.90]
[7, p.90]
[7, p.90]
[7, p.90]
[7, p.92]
- Wh-Clause
(2.58) She shouldnt say why he left so early.
[19, p.92]
[19, p.320]
[19, p.322]
- Verbless Clause
(2.61) When in Rome, do as the Romans do.
[19, p.322]
24
[19, p.322]
[19, p.324]
[27]
[28]
[28]
[19, p.236]
25
[15, p. 388]
Vintrans
[2] SVOmonotransitive
(2.70) Bi ging cun ht ti.
S
[15, p. 388]
Vmonotrans O
[3] SVintensiveC
(2.71) H s tr thnh gio vin.
S
Vintens
[15, p. 388]
[4] SVintensiveA
(2.72) H y m qua.
S Vintens
[15, p. 388]
[5] SVdistransitiveOO
(2.73) Nng cho ti mt cun sch.
S Vdistrans Oi
[6] SVcomplestransitiveOC
Od
[15, p. 388]
26
(2.74) H
coi
ng ta nh (l) cha u.
S Vcomplextrans
[15, p. 388]
[7] SVcomplestransitiveOA
(2.75) H
S Vcomplextrains
hn ln gc.
O
[15, p. 388]
27
CHAPTER 3
RESEARCH DESIGN AND METHODOLOGY
3.1. RESEARCH DESIGN AND METHODS
With the aim of describing and comparing functional food advertising slogans
in English and Vietnamese in terms of semantic and syntactic features, the
descriptive and comparative methods are used in the thesis.
The descriptive method is used to describe and interpret the syntactic and
semantic features of advertising slogans for functional foods in English and
Vietnamese.
The comparative method is used in line with the qualitative and quantitative
method to reveal the frequency of syntactic and semantic features, and to point out
the similarities and differences of these linguistic features of advertising slogans
for functional food in English and Vietnamese.
3.2. DESCRIPTION OF SAMPLES
In order to find out exactly cultural differences, 120 samples in English and
120 samples in Vietnamese are only collected from original functional food
advertising slogans of American and Vietnamese brands on the Internet, magazines
or newspapers. The samples are selected basing on the definition of the advertising
slogans in this thesis.
3.3. DATA COLLECTION
The data in this thesis are mainly collected from the Internet. English slogans
come from official global advertising websites and billboards for functional foods.
Meanwhile, Vietnamese slogans are mostly taken from domestic advertising
websites.
28
29
30
CHAPTER 4
FINDINGS AND DISCUSSIONS
This chapter focuses on the description and comparison of functional food
advertising slogans in English and Vietnamese in terms of semantic and syntactic
features. From examining the frequency of these slogans, the similarities and
differences of these linguistic features between two languages are also withdrawn.
4.1. SEMANTIC AND SYNTACTIC FEATURES OF FUNCTIONAL FOOD
ADVERTISING SLOGANS IN ENGLISH AND VIETNAMESE
After selected and analyzed, the data of the thesis could be organized into the
following semantic fields benefits, customer-centric strategies, preeminence, main
product ingredients, numerals and specific customers. These categories are
analyzed syntactically under the types of words, phrases, sentences and mixed
structures. The phrases include noun phrases (N.P), adjective phrases (Adj.P),
verb phrases (V.P), adverb phrases (Adv.P) and prepositional phrases (Pre.P).
Sentences consist of simple sentences, compound sentences. Besides there is
existing type with more than one structure in syntax the researcher has gathered
into one group, namely mixed structures.
4.1.1. Functional Food Advertising Slogans Expressing Benefits
It can be said that benefits are the high priority to attract customers attention.
For this reason, emphasizing on benefits is a brilliant way to boost the popularity
of products. Here are some examples of functional food advertising slogans
expressing benefits.
31
4.1.1.1. Words
(4.1) Gout-free (Uric Acid Reducer) [29]
Compounding
Gout is a common form of inflammatory arthritis - a condition affecting the
joints and musculoskeletal system. It is the phenomena of excess uric acid in
humans body. In Oxford Advanced Learners Dictionary (2010), free is not
restricted or controlled. It can be interpreted from the advertising slogan (4.1)
that Uric Acid Reducer can help the patient escape from the fear of gout.
4.1.1.2. Phrases
[1] Noun Phrases
In English
(4.2) Fair, smooth and perfect skin (Gluta Pearl 250) [30]
Adj
Adj
Head.N
Prep.P
(Calcium Magnesium Complex) [31]
32
It is a product for adult, elderly and osteoporosis that need more special care
for their bones and being provided more calcium and magnesium. As stated in
Oxford Advanced Learners Dictionary (2010), nourish means to keep a person,
an animal or a plant alive and healthy with food, etc. It is a smart idea for the
slogan designer to combine the word nourish with bones, which illustrates
that it is an indispensable food to help bones strong and healthy.
In Vietnamese
(4.4) Ngun dinh dng mi ngy (Spivital Nutri) [64]
N
Head.N
Adj
Prep.P
33
Adv
As life gets busier and more complicated, it's more important than ever to
keep a sharp focus so it supports brain health to strengthen humans mind from
omega-3 fatty acid DHA. When using replenish which means to make
something full again by replacing what has been used, the composer emphasize
that this product can assist to refresh peoples brain every day.
(4.7) Help keep your heart young (Enzyme Q10 Complex) [33]
V
N.P
Adj
Two verbs help and keep are used in this slogan but keep is the main
verb which presents the intention of the business. In Oxford Advanced Learners
Dictionary (2010), young - the state of having lived or existed for only a short
time is exploited to convey that your heart will stay healthier with daily use.
In Vietnamese
(4.8) Tng cng bo v chc nng gan (Dip H Chu) [66]
V
NP
Its components with mostly Diep Ha Chau plant - slightly sweet, cool, high
detoxification, disinfection,... - Dip H Chu is capable of lowering liver
enzymes, enhancing liver function and preventing the development of virus . Due
to the concentration of antioxidants inhibiting lipid peroxide, DHC is a very
essential to strengthen the protection of liver function.
[3] Adjective phrases
In English
34
(4.9) Leaner than meat, good for your health (All Plant Protein Powder) [34]
Adj1 Conj N
Adj2
Prep.P
N.P
35
Adv
Elderly people often suffer from the common diseases or heart attack, which
make their pain persistent day by day. However, the advent of Vng Tm
Thng with natural ingredients good for our heart, that fear will no longer exist so
they can enjoy the rest of life with a healthy heart.
36
S.Word S.Word
It supplements fiber, vitamins and amino acids for the body, reduces blood
cholesterol and being good for people with high blood pressure. With short and
concise phrases, it entirely sends the companys objectives of helping lose weight
along with a safe and effective method. In the market, many products support the
fat loss quickly but it can affect negatively their health and even cause water loss in
their body. In contrast, this functional food product is recognized for the best safety
method.
In Vietnamese
(4.15) M nm. Sng da. Mt xinh nh hoa (Dng Nhan Hoa Phn) [69]
VP
VP
Dng Nhan Hoa Phn is formulated from 100% natural herbal skin
pigmentation and helps revitalize aging skin, removes freckles, reduces dry skin,
bringing beautiful skin. When using it, you do not need to use any creams because
the product was fully natural ingredients for giving you a whiter skin.
37
Vietnamese
Syntactic Features
Number
Percentage
Number
Percentage
3,5%
0%
N.P
22
38%
9,4%
Adj.P
1,7%
10
11,8%
V.P
25
43,1%
58
68,2%
Prep.P
10,3%
1,18%
1,7%
4,71%
0%
0%
Mixed Structures
1,7%
4,71%
Total
58
100%
85
100%
Words
Phrases
Simple
Sentences
Sentences
Complex
Sentence
From Table 4.1, there are 58 English advertising slogans and 85 Vietnamese
advertising slogans contributing to the semantic field benefits. In English, verb
phrases predominate in the English phrases with 43,1% and noun phrases rank the
38
second with 38%. In Vietnamese, verb phrases rank first with 58 samples (68,2%)
and the second position belongs to adjective phrases with 10 samples (11,8%).
4.1.2. Functional Food Advertising Slogans Expressing Customer-Centric
Strategies
4.1.2.1. Phrases
[1] Noun phrases
In English
(4.16) Nutrients you can trust (Collagen Sport) [38]
N
Relative.Cl
All nutrients necessary for sport players such as gluten, wheat, sugar, lactose
free with no artificial sweeteners or flavors and no fillers or synthetic ingredients in
Collagen Sport are healthy and vital to fill the energy lost in their sport activities.
NeoCell uses the word trust as a certain affirmation of a trustworthy product to
their potential customers.
(4.17) Key nutrients you need daily (Daily Multivitamin) [39]
Adj Head.N
Finite.Cl
39
feel that they are being thought of, taken care of and the product is certainly
designed especially for them.
In Vietnamese
There are not any functional food advertising slogans in forms of mixed
structure expressing customer-centric strategies.
[2] Verb phrases
In English
(4.18) Defend your GI system (IntestiFlora 7) [40]
V
NP
In (4.18), the slogan copy writer uses the possessive adjective your
originated from the second person addressee you in order to shorten the distance
between the product or the producer and customers. As a result, Amway Company
can make sincere promises and honest recommendation as if the producer is
talking to customers face to face.
(4.19) Helps you maintain a healthy prostate
V
Pr
NP
(Saw Palmetto and Nettle Root) [41]
40
In Vietnamese
There are not any functional food advertising slogans in forms of verb phrases
expressing customer-centric strategies.
[2] Prepositional phrases
In English
There are not any functional food advertising slogans in forms of
prepositional phrases expressing customer-centric strategies.
In Vietnamese
(4.20) V mt tri tim khe mnh cho mi ngi (Alaska) [70]
Prep
NP
Prep.P
Slogan (4.20) shows the joint benefit for the publicity through the phrase
Vcho. Alaska is confirming that it is trying to work for the common health of
all people in the community. This conveys a message of sharing and caring to each
other.
4.1.2.2. Mixed Structures
In English
(4.21) Start your day The healthy way (Healthy Breakfast) [79]
VP
NP
Breakfast can be the most enjoyable, energizing and versatile meal every day
of the week. When every minute counts in the morning, you need a tasty and
nutritious breakfast that takes just seconds to make. A breakfast packed with the
41
right nutritional mix helps you stay healthier so you can continue doing the things
you enjoy.
In Vietnamese
There are not any functional food advertising slogans in forms of mixed
structures expressing customer-centric strategies.
Table 4.2. Frequency of Syntactic Feature of English and Vietnamese
Functional Food Advertising Slogans Expressing Customer-Centric Strategies
English
Vietnamese
Syntactic Features
Number Percentage
Words
Number
Percentage
0%
0%
N.P
33,3%
0%
Adj.P
0%
0%
V.P
55,6%
0%
Prep.P
0%
100%
Simple Sentences
0%
0%
Complex Sentence
0%
0%
Mixed Structures
11,1%
0%
Total
100%
100%
Phrases
Sentences
42
It can be seen from Table 4.2, verb phrases predominate in the English
phrases with 55, 6% and noun phrases also rank the second with 33,3%. Besides,
there are only 2 Vietnamese slogans expressing customer-centric strategies in
forms of preposition phrases.
4.1.3. Functional Food Advertising Slogans Expressing Preeminence
4.1.3.1. Phrases
[1] Noun Phrases
In English
(4.21) Improved Bio-Active Formula (Ivory Caps) [42]
Adj
Adj
Head.N
Head.N
43
In Vietnamese
(4.23) Gii php mi cho thot v a m (Ct Linh Vng) [71]
NP
Prep.P
NP
Prep.P
NP
44
There are not any functional food advertising slogans in forms of verb phrases
expressing preeminence.
[4] Prepositional phrases
In English
(4.26) For increased hunger control and energy
Prep
Adj
NP
Conj N
(Personalized Protein Powder) [46]
In (4.26), increased implies getting more protein which can help you feel
fuller longer and assist you with your weight management, fitness and health goals.
It also helps satisfy hunger pangs by adding this fat-free, protein-enriched powder
to your shakes or meals.
In Vietnamese
There are not any functional food advertising slogans in forms of
prepositional phrases expressing preeminence.
4.1.3.2. Sentences
[1] Simple Sentences
In English
(4.27)Your nose knows the difference (Clear Guard) [47]
S
Your nose will be improved with the help of maintain clear nasal passages
quickly in only three days and receive the protection no matter the season. This is a
very impressive slogan when it is personalized to feel the difference or the
45
V1 S2 V2
46
Vietnamese
Syntactic Features
Number
Percentage
Number
Percentage
0%
0%
N.P
30%
100%
Adj.P
0%
0%
V.P
30%
0%
Prep.P
20%
0%
10%
0%
10%
0%
Mixed Structures
0%
0%
Total
10
100%
100%
Words
Phrases
Simple
Sentences
Sentences
Complex
Sentence
47
verb phrases with 3 samples, making up to 30% while in Vietnamese only noun
phrases take the largest number with 5 slogans, accounting for 100%.
4.1.4. Functional Food Advertising Slogans Using Main Ingredients
4.1.4.1. Phrases
[1] Noun Phrases
In English
(4.29) A phytonutrient dietary supplement
Det
Adj
Adj
Head.N
(Concentrated Fruits and Vegetables) [49]
"Phyto" refers to the Greek word for plant. Plant foods contain thousands of
natural chemicals. These are called phytonutrients or phytochemicals which help
protect plants from germs, fungi, bugs, and other threats.
(4.30) The anti-aging antioxidant (Antioxidant Complex) [50]
Det
Adj
Head.N
Antioxidants are chemicals that block the activity of other chemicals known
as free radicals. Free radicals are highly reactive and have the potential to cause
damage to cells, including damage that may lead to cancer. The main ingredient is
plant antioxidants that helps protect the bodys cells and heart, promoting a healthy
immune system.
In Vietnamese
(4.31) Cao nhn sm Triu Tin (NutriGinsen) [72]
Adj Head.N Adj
48
To-inf Cl.
(Niteworks) [51]
Adj
Prep.P
49
NP
Prep.P
Neptune krill oil is our premium krill oil, providing Omega-3 with
superior bioavailability and antioxidant content. In krill oil, the EPA and DHA are
attached to phospholipids. This is in contrast to the omega-3 fatty acids in fish oil,
which attach to triglycerides. It is designed to support cardiovascular health.
(4.36) With oregano extract (Candida Complex) [54]
Prep
NP
Oregano is an important culinary and medicinal herb that has been used in
medicine and cooking for thousands of years - with a number of potential health
benefits. When the ingredient of oregano is shown, the buyers will be attracted
more by its function of all-natural and effective yeast infection treatment support.
In Vietnamese
(4.37) Vi sn vi c mp thin nhin (Galepo) [74]
Prep
With the long reputation of shark cartilage, the slogan (4.37) easily attracts
the attention of buyers. There are a large number of nutrients that improve bones
and ensure the resilience in natural shark cartilage.
50
4.1.4.2. Sentences
[1] Simple Sentences
In English
(4.38) Natures raw Guarana boosts the feeling of energy (N-R-G Tea) [55]
S
51
Vietnamese
Syntactic Features
Number
Percentage
Number
Percentage
0%
0%
N.P
20
66,67%
10
76,92%
Adj.P
0%
0%
V.P
10%
15,38%
Prep.P
20%
7,7%
3,33%
0%
0%
0%
Mixed Structures
0%
0%
Total
30
100%
13
100%
Words
Phrases
Simple
Sentences
Sentences
Complex
Sentence
52
Adj
When using numeral, saving time, bringing the best efficiency as well as high
reliability are the main intentions of writer. Although 100% natural essence is
short, its condensed and concise and easily remembered. Because LIC has been
clinically studied on the safety with no side effects, this weight loss product is very
effective for the effect of making our beauty and health protection.
In Vietnamese
(4.40) 1 kh phch, 1 tri tim Vit (Sn C Mp Blueshark) [75]
NP
NP
53
In English
(4.41) Bringing wellness to the world since 1969 (Swanson Green) [57]
V
Prep.P
Treasured for centuries as an all-natural health tonic, green tea is packed with
antioxidant polyphenols that neutralize free radicals to protect vital organs and
tissues throughout the body. Our Green Tea Extract is standardized to 60%
polyphenol concentration for guaranteed antioxidant potency in each convenient
capsule.
In Vietnamese
There are not any functional food advertising slogans in forms of verb phrases
using main ingredients.
4.1.5.2. Sentences
[1] Simple Sentences
In English
(4.42) Joints feel better in 7 days. (Glucosamine)[58]
S
Adv
54
There are not any functional food advertising slogans in forms of simple
sentences using main ingredients.
Table 4.5. Frequency of Syntactic Feature of English and Vietnamese
Functional Food Advertising Slogans Using Numerals
English
Vietnamese
Syntactic Features
Number
Percentage
Number
Percentage
0%
0%
N.P
40%
100%
Adj.P
0%
0%
V.P
40%
0%
Prep.P
0%
0%
20%
0%
0%
0%
Mixed Structures
0%
0%
Total
100%
100%
Words
Phrases
Simple
Sentences
Sentences
Complex
Sentence
As can be seen from Table 4.5, 5 English advertising slogans are used in the
numeral field, nearly twice the number of Vietnamese advertising slogans. Among
55
5 English advertising slogans, noun phrases and verb phrases are used the most
with 2 samples (40%). As for Vietnamese samples, there are only 5 advertising
slogans using numerals in forms of noun phrases.
4.1.6. Functional Food Advertising Slogans Expressing Specific Customers
4.1.6.1. Phrases
[1] Noun Phrases
In English
(4.43) The athletes cocktail (Amino 1) [59]
Det
Adj
Non-finite.Cl
It is clear for buyer to look for what kind of product is produced for them.
From () we can realize that it is only for women, so it avoids to waste time of
customer by this method of designing slogan. Also, the approach of employing
essential and daily points out it is the indispensable nutrition for women.
In Vietnamese
(4.45) Gii php an ton cho ngi m mu cao (An H Nguyn) [76]
56
Adj
Prep.P
NP
Prep.P
It is clear for buyer to look for what kind of product is produced for them.
From (4.46) we can realize that it is only for men, so it avoids to waste time of
customer by this method of designing slogan.
In Vietnamese
(4.47) Gip tr n ngon ming, bi b tr no (Sir n Ngon) [77]
VP
VP
Sir n Ngon with L-Lysine, Taurin, DHA, high bone appetite help
children eat more delicious, developing standards for weight and height.
[3] Adjective phrases
In English
There are not any functional food advertising slogans in forms of adjective
phrases expressing specific customers.
In Vietnamese
(4.48) Tt cho ngi bnh tr (Tottri) [78]
57
Adj
Prep.P
The effect of acute treatment has the advantage of hemostasis, analgesic, antiinflammatory bacteria, early regenerating new tissue. Tottri is very effective for
hemorrhoids.
[4] Preposition Phrases
In English
(4.49) For men & women (Rich Slim) [62]
Prep
Rich Slim is the best choice for your weight loss. It is extracted from
natural pure herbs, highly effective for users without causing side effects; supports
reduce fat cells in the body, being especially good for weight loss that use types of
weight loss without effect. Product is good for both men and women.
In Vietnamese
There are not any functional food advertising slogans in forms of
prepositional phrases expressing specific customers.
4.1.6.2. Sentences
[1] Simple Sentences
In English
(4.50) Healthy kids are happy kids (Healthy Kids) [63]
S
In (4.50), the key factor is expressed by the adjectives healthy and happy
and the repetition of the head noun kids. It presents the relationship between the
58
physical and mental status. Meanwhile, this slogan has a repetitive rhyme /i/
which easily sticks in the listeners memory.
In Vietnamese
There are not any functional food advertising slogans in forms of simple
sentences expressing specific customers.
Table 4.6. Frequency of Syntactic Feature of English and Vietnamese
Functional Food Advertising Slogans Expressing Specific Customers
English
Vietnamese
Syntactic Features
Number Percentage
Words
Number
Percentage
0%
0%
N.P
50%
58,4%
Adj.P
0%
8,3%
V.P
12,5%
33,3%
Prep.P
25%
0%
Simple Sentences
12,5%
0%
Complex Sentence
0%
0%
Mixed Structures
0%
0%
Total
100%
12
100%
Phrases
Sentences
59
60
English
Vietnamese
Slogans
Semantic Features
Number
Percentage
Number
Percentage
Benefits
58
48,3%
85
70,8%
Customer Orientation
7,5%
1,6%
Preeminence
10
8,3%
4,2%
Main Ingredients
30
25%
13
10,8%
Numerals
4,2%
2,5%
Specific Customer
6,7%
12
10%
Total
120
100%
120
100%
As can be seen from Table 4.7, both English and Vietnamese advertising
slogans about benefits occupy the highest number, 58 in English, making up 48,3%
and 85 in Vietnamese, making up 70,8%. It is common that in business benefits are
the key reasons that customers buy the products or services. Therefore,
manufactures tend to highlight the benefits of products in marketing and sales
efforts, especially in advertising slogans to attract customer purchase.
From the statistic summary, the second and third positions of English corpus
belong to main ingredients and preeminence with 30 and 10 samples, making up
61
25% and 8, 3% respectively. The reason is that for functional food products,
consumers are often concerned about the important components that could really
help them improve their health effectively. Therefore, the majority of functional
food advertising slogans using the main ingredients are to capture and care for the
tastes and needs of consumers. The next reason why preeminence ranks the third is
that English-speaking countries are developed countries that have made the
significant progress in medical more frequently than others. By using the key
differentiator, firms aim at attracting more consumers and achieving a better from
positioning on the competitive market. With the similar reason, Vietnamese
functional food companies also use the main ingredients the most second with 13
samples accounting for 10, 8%. However, the Vietnamese functional food
advertising slogans in the preeminence field is half of the English ones. Regarding
the cultural factor, according to Trn Ngc Thm (1996) in Tm v Bn Sc Vn
ha Vit Nam, Vietnam belongs to the cultivation culture, they tend to live in a
stable place for harvest and depend much on nature. Therefore, they develop a
sense of respecting the nature and desire to live in harmony with nature. As a
result, they are afraid of changes and do not have ambition to conquer the nature.
This cultural characteristic may prove that Vietnamese people are not willing to get
challenges to invent new things.
4.2.2. Distribution of Functional Food Advertising Slogans in English and
Vietnamese in Terms of Syntactic Features
62
English
Number
Words
Vietnamese
Percentage
Number
Percentage
1,6%
0%
N.P
54
45%
33
27,5%
Adj.P
0,8%
11
9,3%
V.P
39
32,5%
64
53,3%
Prep.P
16
13,3%
3,3%
4,2%
3,3%
0,8%
0%
Mixed Structures
1,6%
3,3%
Total
120
100%
120
Phrases
Simple
Sentences
Sentences
Complex
Sentences
100%
As can be seen from Table 4.8, the number of words, phrases, sentences and
mixed structures in English Advertising slogans are 2, 110, 6 and 2 samples, and in
Vietnamese are 0, 112, 4 and 4 samples. This occurrence shows that phrases are
63
mostly used in the advertising slogans of the two languages because they can
deliver the message more briefly than the sentences and the mixed structures.
In terms of noun and verb phrases, Table 4.8 shows that noun phrases in
English rank the first position with 45% while this kind of structure only makes up
27,5% in Vietnamese and ranks the second. However, in Vietnamese advertising
slogans, verb phrases take up the highest percentage with 53, 3%, whereas this
structure occupies only 32, 5% in English. The occurrence of noun phrases and
verb phrases in the two languages proves that Vietnamese advertising slogans have
a tendency to use more verb phrases while English advertising slogans prefer using
noun phrases. According to Trn Ngc Thm (1996), in community organization,
Vietnamese people have a flexible lifestyle. This leads to the flexibility in
Vietnamese speech in which Vietnamese people prefer using verbal structures.
English people, on the other hand, prefer using nominal structures.
Noticeably, in form of adjective phrases, Vietnamese advertising slogans
occupy a larger proportion than English advertising slogans (9,3% versus 0,8%).
This could be explained by Trn Ngc Thm (2000) in C s vn ha Vit Nam
that since Vietnamese people appreciate the segmental life, they tend to use more
adjectives to express their emotions.
Regarding the sentence structure, English and Vietnamese advertising slogans
seem equal in forms of simple sentences (4,2% and 3,3%, respectively), while the
number of complex sentences in both languages range from 0 to 1 samples. The
reason is that simple sentence is short and concise that can create emphasizing
strong effect on the advertising slogan, making easy to remember.
64
The occurrence of mixed structures in both English and Vietnamese are not
common with only 1, 6% and 3, 3% respectively. This may be because this kind of
syntactic pattern is complicated and difficult to attract the customers attention.
4.3.
SIMILARITIES
AND
DIFFERENCES
OF
SEMANTIC
AND
65
the whole English corpus with 8, 3% and 7, 5%. These fields in Vietnamese,
however, rank the fourth and the sixth positions. Also, the numbers of functional
food advertising slogans expressing preeminence in English are double those in
Vietnamese.
4.3.2. Similarities and Differences in Syntactic Features of Functional Food
Advertising Slogans in English versus Vietnamese
4.3.2.1. Similarities
There are some similarities in the syntactic features of English and
Vietnamese functional food advertising slogans.
First, both English and Vietnamese advertising slogans share the same
syntactic patterns in forms of noun phrases, adjective phrases, verb phrases
preposition phrases, simple sentences, complex sentences and mixed structures.
Second, in both English and Vietnamese advertising slogans, phrases take up
the highest percentage. The sentences rank the second with 6 samples in English
and 4 samples in Vietnamese. The last position belongs to the mixed structures
with 1, 6% in English and 3, 3% in Vietnamese.
Third, among the phrasal structures, verb phrases and noun phrases are
predominant with 32, 5% in English and 27, 5% in Vietnamese. The reason is that
noun and verb are the two basic parts of speech in both language and are frequently
used in daily to express actions, activities, feeling and status of human beings.
Finally, mixed structures are used in both English and Vietnamese functional
food advertising slogans are relatively equal with 2 samples in English and 4
samples in Vietnamese.
4.3.2.2. Differences
66
67
CHAPTER 5
CONCLUSIONS AND IMPLICATIONS
5.1. CONCLUSIONS
In the previous chapters, the research has described, analyzed and compared
the syntactic and semantic features of functional food advertising slogans in
English and Vietnamese. This helps learners of English and Vietnamese be aware
of the similarities and differences between the two kinds of advertising slogans so
that they can understand the messages in these advertising slogans correctly as well
as apply in creating similar advertising slogans effectively.
Syntactically, analyzed advertising slogans in the two languages are under
phrasal, sentential and mixed structures. The phrasal structures are categorized into
noun phrases, adjective phrases, verb phrases, preposition phrases. The sentence
structures are classified into simple sentences and complex sentences. The mixed
structures are the combination of different structures used in the advertising
slogans. Among these structures, phrases especially noun and verb are mostly used
in the whole English and Vietnamese corpus.
Semantically, the collected advertising slogans for functional food in English
and Vietnamese are presented in six semantic fields including benefits, centriccustomer strategies, preeminence, main ingredients, numerals and specific
customer. Among these fields, benefit is the most popular semantic field in the two
languages; the second and the third positions belong to main ingredients and
preeminence in both English and Vietnamese.
68
5.2. IMPLICATIONS
5.2.1. Implications for Teachers
There are a number of benefits this thesis brings to the teachers. First of all,
this thesis provides a good source of English and Vietnamese functional food
advertising slogans for teaching materials at school, especially at colleges majored
in marketing. With this thesis, teachers could have a deeply understanding about
the similarities and differences in syntactic and semantic features of English and
Vietnamese advertising slogans for functional foods.
5.2.2. Implications for Learners
This study will help the learners of English and Vietnamese a s a foreign
language understand the similarities and differences of functional food advertising
slogans in Vietnamese and in English in terms of the syntactic and semantic
features. Moreover, learners can enhance their knowledge of English and
Vietnamese culture which is reflected on the language used in the advertising
slogans. As a result, they can develop their skills of writing efficient functional
food advertising slogans as well as for other fields in English and Vietnamese.
5.2.3. Implications for Advertising Designers
The result of the thesis could help the advertisement composers with skills to
write efficient advertising slogans for functional foods in English and Vietnamese.
In order to create a catchy and persuasive advertising slogan, it is necessary for the
composers should take a privilege of using phrases and simple sentences to create
the briefness and conciseness to the advertising slogans.
69
5.3. LIMITATIONS
Due to the limitation of time, reference materials and the researchers
knowledge, this thesis cannot cover all aspects of linguistic features of functional
food advertising slogans in English and Vietnamese.
5.4. SUGGESTIONS FOR FURTHER RESEARCH
- A contrastive study of Metaphor of functional food advertising slogans in
English and Vietnamese
- A contrastive study of pragmatic and cultural aspects of functional food
advertising slogans in English and Vietnamese
70
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72
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[31] http://www.unicity.com/vnm/calcium-magnesium-complex/
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[33] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-CoEnzymeQ10-Complex?itemno=A8601&dsNav=N:4294966643
[34] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-All-PlantProtein-Powder?itemno=110415&dsNav=N:4294966643
[35] http://www.lazada.vn/vien-uong-lam-dep-da-propharm-usa-collagen-30vien-316379.html
[36] http://catalog.herbalife.com/Catalog/en-US/Targeted-Nutrition/HeartHealth/Core-Complex-with-CoQ10-Plus
[37] http://www.unicity.com/vnm/bios-life-slim/
74
[38] http://www.lazada.vn/dinh-duong-the-thao-neocell-collagen-sport-ultimaterecovery-complex-chocolate-675g-955382.html
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[41] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Saw-Palmettoand-Nettle-Root?itemno=A8004&dsNav=N:4294966642
[42] http://www.lazada.vn/vien-uong-trang-da-va-tri-nam-ivory-caps-gc01-01glutathione-complex-1500mg-60-vien-944538.html
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[44] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Natural-BComplex?itemno=A4206&dsNav=N:4294966643
[45] http://www.lazada.vn/thuoc-giam-can-30-night-diet-creative-bioscience-60vien-966278.html
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[47] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-ClearGuardDietary-Supplement?itemno=102735&dsNav=N:4294966639
[48] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-KidsMultitarts-Chewable-Multivitamin-MultimineralSupplement?itemno=104276&dsNav=N:4294966637
[49] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-ConcentratedFruits-and-Vegetables?itemno=100648&dsNav=N:4294966645
[50] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-AntioxidantComplex?itemno=A8603&dsNav=N:4294966645
75
[51] http://catalog.herbalife.com/Catalog/en-US/Targeted-Nutrition/HeartHealth/Niteworks#
[52] http://catalog.herbalife.com/Catalog/en-US/Energy-Fitness/EnergyFitness/Green-Tea#
[53] http://catalog.herbalife.com/Catalog/en-US/Targeted-Nutrition/HeartHealth/Tri-Shield#
[54] http://www.lazada.vn/bo-san-pham-giam-mo-danh-cho-nguoi-co-than-hinhqua-kho-gordexus-233134.html
[55] http://catalog.herbalife.com/Catalog/en-US/Energy-Fitness/EnergyFitness/N-R-G-Natures-Raw-Guarana-Tea#
[56] http://www.lazada.vn/vien-uong-giam-can-lic-weight-loss-natural-way-60vien-350783.html
[57] http://www.lazada.vn/vien-uong-chong-lao-hoa-swanson-green-tea-500mg100-vien-107797.html
[58] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Glucosamine7-240-tablets-60-day-supply?itemno=106964&dsNav=N:4294966631
[59] http://www.lazada.vn/thuc-pham-bo-sung-amino-axit-musclepharm-aminocherry-limeade-460g-161408.html
[60] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Women-sPack?itemno=105481&dsNav=N:4294966635-4294963923
[61] http://www.phanapharma.com.vn/san-pham/san-pham-ve-sinh-ly-namgioi/thuc-pham-chuc-nang-vien-nang-herbalgra-cho-nam-gioi--thao-duocho-tro-phong-do-dan-ong
[62] http://www.lazada.vn/vien-uong-giam-can-rich-slim-60-vien-333809.html
[63] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Healthy-KidsCombo-Fruit-Punch-flavor?itemno=114048&dsNav=N:4294966637
[64] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Lecithin-EChewables?itemno=A4042&dsNav=N:4294966645
76
[65] http://www.lazada.vn/vien-uong-golden-care-bio-collagen-120-vien953847.html
[66] http://www.unicity.com/vnm/bios-life-c/
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[68] http://trunature.net/products/cranberry-extract/cranberry-urinary-tractsoftgels-220
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LAxGEERbk_EMgJx5ONWNdZci
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