INTRODUCTION
RATIONALE
The concept of a "global village," introduced by McLuhan in his 1964 work "Understanding Media: The Extensions of Man," highlights the enhanced connectivity among diverse regions of the world This phenomenon fosters personal exchanges, mutual understanding, and friendships among "world citizens," ultimately contributing to the development of a global civilization Information and communication technology (ICT) plays a crucial role in dismantling geographical barriers, effectively transforming the entire world into a closely-knit community.
In today's digital age, we have instant access to global news and events as they unfold During the 14th minute of the EURO 2012 Final, Andrés Iniesta passed the ball to Cesc Fàbregas, who skillfully maneuvered past Giorgio Chiellini and assisted Silva, who scored with a header into the upper left corner, putting Spain ahead 1-0 This thrilling moment was experienced live by spectators at the Olympic Stadium, all thanks to television, internet-connected computers, and smartphones.
Distance is no longer a barrier in today's fast-paced world, where advancements occur at lightning speed Modern technology becomes obsolete almost overnight, with rapid innovations seen in personal computing—from desktops and laptops to tablets and smartphones To avoid falling behind, it is essential to stay updated with the latest developments in the information and communication technology (ICT) sector.
Advertisements are ubiquitous in our daily lives, appearing in newspapers, magazines, on the roads, in shops, and across various media platforms like radio, TV, and the Internet Regardless of our location—whether at home, work, or on vacation—we constantly encounter these promotional messages Despite their widespread presence, we often take advertisements for granted and seldom consider their origins or the language used, even though they merit recognition for their influence and significance.
This study investigates the language used in advertisements for ICT products, focusing on lexical reiteration in both English and Vietnamese By comparing the use of lexical reiteration in these advertisements, the research aims to enhance our understanding of how messages are conveyed in the ICT advertising sector across the two languages.
AIMS OF THE STUDY
This study is targeted at:
2.1 Investigating how many subtypes of lexical reiteration are used in the language of ICT product advertisements in English and Vietnamese
2.2 Pointing out some similarities and differences between lexical reiteration in the language of ICT product advertisements in English and Vietnamese
RESEARCH QUESTIONS
When conducting this paper, I would like to address two following research questions:
3.1 How many subtypes of lexical reiteration are employed in the language of ICT product advertisements in English and Vietnamese?
3.2 What are the similarities and differences in lexical reiteration in the language of ICT product advertisements in English and Vietnamese?
METHODS OF THE STUDY
The study is classified as a descriptive investigation, which entails utilizing various techniques to specify, delineate, or describe naturally occurring phenomena without experimental manipulation (Seliger & Shohamy, 1989:124) This research type aims to provide a detailed understanding of the subject matter.
“find out more about a phenomenon”, here lexical reiteration in the language of advertisements of ICT products in English and Vietnamese and “capture it with detailed information” (Wisker, 2001: 118)
This study investigates the subtypes of lexical reiteration found in English advertisements for ICT products in Vietnam, focusing on the common elements that are frequently reiterated Additionally, it analyzes the frequency of these subtypes in both English and Vietnamese advertisements To address its research questions, the study employs a mixed-methods approach, combining qualitative and quantitative analysis.
This article employs comparative and contrastive methods to highlight the similarities and differences in lexical reiteration within ICT product advertisements in both English and Vietnamese.
A total of 60 advertisements for ICT products were randomly selected for data collection, comprising 30 in English and 30 in Vietnamese These advertisements were sourced from various magazines, including "Maximum PC," "PC World Việt Nam - Thế Giới Vi Tính," "Thế Giới Số," and "Tin Học và Đời Sống," all published during the same period.
2008 up to now and on the Internet, mostly homepages of ICT products, accessed at the same period of time, are taken into consideration
Advertisements that utilize lexical reiteration are categorized into four distinct groups: repetition, synonyms or near-synonyms, superordinate terms, and general words This classification follows the framework established by Halliday and Hasan in 1976, allowing for a focused analysis of each subtype in separate sessions.
This study aims to analyze the popularity and frequency of lexical reiteration subtypes in English and Vietnamese advertisements for ICT products By enumerating and categorizing advertisements that utilize this form of lexical cohesion, we will conduct essential measurements to determine the proportion of each subtype in both languages.
The steps of the study are in the order as follows:
Collect 30 ICT product advertisements in English and Vietnamese respectively from magazines or the Internet
Pick out ICT product advertisements with lexical reiteration in each language
Classify them into different groups on the basis of lexical reiteration subtypes they fall into
Work out the similarities of reiterated items in these advertisements
SCOPE OF THE STUDY
This study focuses exclusively on lexical reiteration as defined by M.A.K Halliday and Hasan (1976:278) It specifically examines ICT product advertisements in English and Vietnamese, without attempting to encompass all types of advertisements in these languages The analysis is limited to content found in magazines and online platforms.
DESIGN OF THE STUDY
Part I: Introduction represents the rationales, the aims, the research questions, the methods, the scope, and the design of the study
Chapter 1 presents the theoretical background of the study Chapter 2 explores lexical reiteration in Vietnamese and English advertisements of ICT products
Chapter 3 points out several similarities and differences between lexical reiteration used in Vietnamese and English advertisements of ICT products
Part III: Conclusion sums up the study outcomes, points out the implications and limitations of the study as well as suggests ideas for further research.
DEVELOPMENT
THEORETICAL BACKGROUND
This chapter provides an overview of advertisements, focusing on advertising language, information and communication technology (ICT), and the concept of lexical reiteration This foundational knowledge sets the stage for the subsequent analysis of lexical reiteration in ICT product advertisements in both English and Vietnamese.
Together with the pervasion of advertisements, more and more studies have been conducted to explore advertising language in general and that of ICT product advertisements in particular
Leech (1966) examines standard advertising language in his research “English in
In "Advertising: A Linguistic Study of Advertising in Great Britain," Leech identifies key characteristics of advertising language, including the use of disjunctive grammar, a low frequency of function words, complex nominal groups, and simple verbal groups These distinctive properties contribute to the unique style and effectiveness of advertisements in the UK.
Dyer (1982) investigates advertising as a kind of communication in modern societies, which involves both cultural and economic context for discussion.
Cook (1992) investigates the discourse of advertising He offers a comprehensive introduction to advertising discourse by examining the language of complementary advertisements
Vietnamese scholars also work on advertising language and its features from different perspectives
In his 2000 doctoral dissertation, Mai explores the key characteristics of advertising language through the lens of communicative theory, specifically focusing on semantics and the applied linguistics of advertisement discourses, establishing a foundational framework for subsequent research in the field.
In her 2004 study, Nguyen examines cohesive devices used in ICT advertisements as part of her M.A course in English linguistics She analyzes the significance of these devices within the context of ICT ads and identifies key features that effectively convey the main message of the advertisements.
Ton (2005) explores the discourse analysis of travel advertisements in English and Vietnamese, highlighting key lexico-grammatical and textual features unique to each language Her research aims to enhance Vietnamese advertisements to better fulfill commercial and cultural objectives, while also guiding Vietnamese professionals in adapting English travel ads to effectively engage English-speaking audiences.
Recent research by Bui (2012) examines the linguistic characteristics of advertising language in English slogans for food and drink products, focusing on phonological, lexical, semantic, and syntactic elements.
1.2 OVERVIEW OF ADVERTISEMENTS AND ADVERTISING LANGUAGE 1.2.1 Advertisement
The word "advertisement" originates from the classical Latin term "advertere," meaning "to turn" or "to face to," combining the prefix "ad-" (to, in addition) with "vertere" (to turn or change) Over time, it evolved to signify anything that captures attention or conveys information.
Advertisements have evolved significantly since their inception, with early definitions like Lord and Thomas's (1900) description of advertisements as "salesmanship on paper" marking a pivotal moment in advertising history However, this definition is outdated in the context of modern advertising, which encompasses various media platforms, including radio, television, and the Internet Contemporary definitions, such as those by Vestergard and Schroder (1985), view advertisements as "public notices designed to spread information to promote the sales of marketable goods and services," while Arjun Kumar Bhatia describes them as "paid public messages designed to describe or praise a product." These definitions highlight the multifaceted nature of advertising in today’s marketplace.
(2000:273) These definitions are not perfect, either, sadly speaking, because it is quite easy to find many non-paid or non-marketable things advertised like a volunteer environmental protection campaign
According to the Oxford Advanced Learner's Dictionary (2003: 23), an "advertisement" is defined as a notice, picture, or film that informs people about a product, job, or service This definition highlights the diverse forms advertisements can take and emphasizes that they target not only products but also employment opportunities and services However, it is important to note that this definition only addresses the form and purpose of advertisements, leaving out other essential aspects.
According to the American Marketing Association (AMA), an advertisement is
“Any announcement or persuasive message placed in the mass media in paid or donated time or space by an identified individual, company, or organization”
(Retrieved from http://www.marketingpower.com/_layouts/Dictionary.aspx)
Advertisements serve to inform or persuade consumers to take specific actions, utilizing various mass media to reach a broad audience They can be either paid or free, and they always identify the sponsor behind the message Overall, the definition provided by the American Marketing Association (AMA) is considered the most precise and comprehensive in outlining these key features of advertising.
When examining the language of advertisements, it's important to distinguish between advertising, marketing, and public relations (PR) Advertising is not synonymous with marketing; instead, it serves as a specific tactic employed by marketers to convey messages to customers and stakeholders.
Advertising serves to inform, persuade, and remind customers about various offerings such as products, services, and job opportunities According to Ogden and Rarick (2010), it can elicit immediate responses or maintain brand visibility to ensure consumers recall the product when shopping Effective advertising fosters brand loyalty, aids in the decision-making process, and raises awareness among target audiences about available options Ultimately, advertising benefits producers, educates consumers, and acts as a vital link between them.
Advertisements can be classified into various categories, with one of the most popular criteria being the means of advertising According to Business Dictionary, advertising media play a crucial role in how messages are delivered to the audience.
Advertisements are delivered to target audiences through various mediums, including words, speech, and images, utilizing platforms such as press, television, radio, billboards, and the Internet According to Hoang (2005), each advertising medium has its own advantages and disadvantages The major advertising methods highlighted in her study can be summarized in the table below.
Large audience reaching in short time
Vivid messages conveyed by using visuals, language, sound and motion simultaneously
High cost, especially at special time and channels
No extensive preparation of tangible illustration
No visual impact on the target market
Ability to reach a global audience
Possibility of links‟ being ignored
4 Magazine Ability to reach specific target audience
Capability of showcasing the products with sophisticated images and full-color, glossy format
5 Newspaper Wide circulation and the degree of frequency accessible to the audience (published daily)
Ability to reach large audience
Featuring sections and articles for certain advertising items
Short life span of ads
Uncertainty that the desired audience will see ads in specific date
Difficulty for readers when an ad has long text or small font words
No restriction in time, size, color
Possibility of mails‟ being unchecked or marked as spam
Figure 1: Advantages and disadvantages of means of advertising
Advertisers employ a range of linguistic techniques to capture the attention of their target audience This study briefly examines a selection of these linguistic features in advertisements, highlighting their significance in effective marketing strategies.
LEXICAL REITERATION IN ICT PRODUCT ADVERTISEMENTS
2.1 LEXICAL REITERATION IN ICT PRODUCT ADVERTISEMENTS IN ENGLISH
Lexical reiteration, as classified by Halliday and Hasan (1976), consists of four subtypes: repetition, synonym or near synonym, superordinate, and general word This article examines the application of these subtypes in English advertisements for ICT products Due to time constraints, only 10 out of 19 advertisements showcasing lexical reiteration are analyzed here For a complete overview of the ICT product advertisements, including a total of 30 ads with 19 featuring lexical reiteration, please refer to Appendix 1, where the ad numbers correspond to their order.
Repetition is often found in advertising language of English ICT products As observed, repeated words belong to different parts of speech Repetition can happen with a noun phrase, as in:
This advertisement stars Avril Lavigne singing her song entitled “Innocence” and the adman creates the message of the product based on the song lyrics:
I hope that it will stay
That‟s why the message goes smoothly with the background song and thus, sounds so appealing to the audience, especially Avril‟s fans
The name of the product can be reiterated to make it easy to remember, like in,
(5) Dell, purely you Dell, uniquely you”
(Dell laptop advertisement) Verbs are also reiterated in English advertisements of ICT products
(27) Take Toshiba Take the World
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(Intel advertisement) Repetition of adjectives and adverbs is also realized in ICT product advertisement in English
(20) “Nokia Nseries See new Hear new Feel new.”
(8) Simply likeable Simply You The new HTC Saga
This subtype of lexical reiteration is also found in English advertisements of ICT products Take these advertisements for exemplification
(6) “Stay connected wherever you are Get linked up to the world through digital home and media wireless and wired networking […]”
(7) “Virus/Spyware removal Complete peace of mind Protects data
In a captivating advertisement for HP's Virus and Spyware removal service, user interface designer Hanumanth from Hewlett-Packard in Singapore showcases an image of a relaxed man napping in a beach hammock This visual conveys a sense of peace and security, highlighting how HP's protection allows users to rest easy, knowing their data is safe and their privacy is safeguarded.
Superordinate is another subclass of lexical reiteration which is often made full use in English advertisements of ICT product For example:
(14) “Introducing iPhone Apple reinvents the phone.”
In this ad, the adman uses “the phone” to refer back to “iPhone”- its hyponym iPhone advertising poster from http://themarketeer.org/2012/03/10/the-iphone-hype
However, this subclass of lexical reiteration isn‟t as frequently found in advertisements of ICT products as other subclasses
General words align with superordinate terms, yet only 1 in 30 English advertisements we analyzed utilizes this repetition Despite its rarity, this approach proves to be remarkably effective.
Apple's latest tagline, "Redesigned Reengineered Re-everythinged," emphasizes the comprehensive transformation of the new MacBook, showcasing the company's commitment to innovation Following previous taglines like "Thinnovation" for the MacBook Air and "Trilemma" for iBooks, this phrase encapsulates Apple's approach to redefining its products, signaling to consumers that every aspect of the MacBook has been thoughtfully enhanced and improved.
2.2 LEXICAL REITERATION IN ICT PRODUCT ADVERTISEMENTS IN VIETNAMESE
Vietnamese advertisers effectively utilize lexical reiteration in promoting their ICT products This article explores the application of this cohesive device in a selection of high-end advertisements, highlighting 11 notable examples from a total of 18 analyzed ads Each advertisement is referenced by its corresponding number in Appendix 2.
Words of different classes are repeated in advertisements of ICT products in Vietnamese
E.g.(8) “Khám phá Dell TM Inspiration TM ® hoàn toàn mới với vỏ bọc ngoài độc đáo có thể thay đổi bất cứ lúc nào, nay mạnh mẽ hơn với 2nd Generation Intel® Core™ processor family Chính là Dell TM Inspiration TM ®.”
(Dell TM Inspiration TM ® advertisement) The name of the laptop Dell TM Inspiration TM ® is repeated to make it easy for the target audience to remember its name
Beside the brand name, striking features of a product can be also restated in its advertisements
The Acer Iconia Touchbook enhances content consumption with its dual multi-touch displays, offering an intuitive experience Emphasizing its exceptional capabilities, the device boasts a 100% proficiency rating, highlighting its superior performance and functionality.
Adjectives are another part of speech which is usually repeated in Vietnamese advertisements of ICT products
(16) “Dũng mãnh như Kung fu
The Kaspersky print advertisement captivates its target audience by featuring Jackie Chan in a striking mandarin double-collared pine green shirt, showcasing a powerful Kung Fu pose that exudes confidence and composure.
Kaspersky's slogan, "dũng mãnh," emphasizes the robust strength of its antivirus software This powerful message is reinforced through a strategic blend of visual and verbal elements, highlighting the reliability and effectiveness of Kaspersky in protecting users from threats.
Kaspersky advertisement in “Thế giới vi tính B” magazine issued in June, 2011
Adverb is another part of the speech that is often found in Vietnamese advertisements of ICT products As observed, intensifying adverbs appear with the highest frequency
We can take three advertisements of Samsung products, including Samsung Galaxy SII, Samsung Notebook Series 3 350U and Samsung Galaxy Y for exemplification
Siêu mạnh-Siêu nét-Siêu mỏng.”
Siêu mỏng Siêu di động.”
(25) Lướt web cực nhanh Kết bạn cực đã Giải trí cực đỉnh.”
Samsung Vietnam effectively utilizes intensifiers like "siêu" and "cực" in their advertisements for various ICT products, including cell phones and laptops, to emphasize the exceptional quality of their offerings.
Vietnamese advertisements of ICT products repeat verbs as well
E.g (15) Nhân đôi kinh nghiệm học tập
Nhân đôi niềm vui với bộ vi xử lý Intel® Core™2 Duo
(Intel® Core™2 Duo Processor advertisement) Moreover, loan verbs are also repeated in Vietnamese advertisement of ICT products
E.g (20) “Ovi chat trên Nokia Chat triền miên, không sợ tốn tiền.”
(Ovi advertisement) The Ovi advertiser is extremely clever in exploiting lexical reiteration and loanword
“chat”- a teenager‟s word- simultaneously This makes the ad not only cohesive, but also “young” and therefore, familiar to youngsters, the target audience of such cellphone applications
This subtype of lexical reiteration is also found in Vietnamese advertisements of ICT products Take these advertisements to exemplify
E.g (29) “Mạnh mẽ cất bước cùng bạn Di động tuyệt đối, hiệu suất tối đa, vẻ ngoài đẳng cấp - dù trong công việc hay trong cuộc sống.”
(6) “CNET CRB-970 là Router Wifi chất lượng cao, thu phát sóng cực mạnh, ổn định với antenna khủng.”
Laptop VTB được thiết kế để tối ưu hóa nhu cầu cao cấp và tiện nghi, với cấu hình mạnh mẽ và tích hợp công nghệ mới nhất Sản phẩm này đáp ứng tốt nhất các yêu cầu sử dụng máy tính di động.
In above advertisements, we have synonyms like “tuyệt đối - “tối đa”, “cực mạnh”-
“khủng”, “máy tính xách tay”-“laptop”, in which the third couple “máy tính xách tay”-
The term "laptop" is increasingly prevalent in Vietnamese advertising, similar to the Ovi chatting application promotion Vietnamese advertisers not only incorporate native terms but also frequently use this loanword, reflecting its growing popularity in the language.
Superordinate is a subclass of lexical reiteration frequently utilized in advertisements, where advertisers often incorporate up to two pairs of superordinate-hyponym terms within a single ad A notable example of this technique can be seen in the slogan of the Samsung E100.
(22) “Xanh nhung nhớ Sắc màu cảm xúc.”
In this advertisement, the two pairs of superordinate-hyponym “sắc màu”-“xanh”,
The advertisement skillfully intertwines the emotions of "feeling" and "nostalgia," resulting in a tightly woven message The adman has crafted a remarkably concise creation, utilizing four essential words where each one plays a vital role, ensuring that no word is superfluous.
SIMILARITIES AND DIFFERENCES BETWEEN LEXICAL
This study analyzes a limited sample of 30 ICT product advertisements in both English and Vietnamese, highlighting notable similarities and differences in their use of lexical reiteration.
Lexical reiteration in Vietnamese and English advertisements of ICT products resembles to each other basically in four points as presented below
Lexical reiteration is commonly found in advertisements for ICT products in both English and Vietnamese, with similar frequencies In fact, it is present in 63% of English ads (19 out of 30) and 60% of Vietnamese ads (18 out of 30), highlighting its significance in marketing strategies for technology products.
Repetition is the most commonly utilized subtype of lexical reiteration in ICT product advertisements, both in English and Vietnamese In English, advertisements featuring lexical reiteration comprise 79% of the total, represented by 15 ads, while in Vietnamese, they account for 72%, or 13 out of 30 ads.
The other three subtypes are used either with lower frequency or aren‟t made use in these advertisements
Three charts below will give us a clear look at their portions in ICT product advertisements of each language and both for comparison
Repetition Synonym or near synonym Superordinate
Figure 4 Lexical reiteration in ICT product advertisements in English
Figure 5 Lexical reiteration in ICT product advertisements in Vietnamese
Repetition Synonym or near synonym Superordinate
Figure 6 Lexical reiteration in ICT product advertisements in English and Vietnamese
Apart from its popularity, lexical reiteration is used flexibly in advertisements of ICT products in two languages
Reiterated items can be phrases of different kinds, like noun phrase:
(1) “These moments are beautiful These moments are perfect These moments are
(10) “Great computing starts with Intel inside Intel inside.”
(14) “Introducing iPhone Apple reinvents the phone.”
Laptop VTB được thiết kế để tối ưu hóa nhu cầu sử dụng cao cấp và tiện nghi, với cấu hình mạnh mẽ và tích hợp công nghệ mới nhất, đáp ứng hoàn hảo cho những ai cần một chiếc máy tính di động hiệu suất cao.
Repetition Synonym or near synonym Superordinate General word
(22) “Xanh nhung nhớ Sắc màu cảm xúc.”
(11) Pump up the beat Choose custom-built
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(20) “Nokia Nseries See new Hear new Feel new.”
(Nokia Nseries advertisement) Verb phrase:
(27) Take Toshiba Take the World
(14) Nhân đôi kinh nghiệm học tập
Nhân đôi niềm vui với bộ vi xử lý Intel® Core™2 Duo
(Intel® Core™2 Duo Processor advertisement) Adverb phrase:
Siêu mạnh-Siêu nét-Siêu mỏng.”
(Samsung Galaxy SII advertisement) Reiterated items may appear initially like in English ad (4)
“These moments are beautiful These moments are perfect These moments are Canon.”
Ad (5) Dell, purely you Dell, uniquely you”
(Dell laptop advertisement) and in Vietnamese ads like ad (2)
Stay connected wherever you are with seamless digital home and media networking, both wireless and wired Experience lightning-fast web browsing that keeps you linked to the world.
"Experience unparalleled connectivity and entertainment with the Samsung Galaxy Y, designed for modern social interactions Discover the revolutionary features of the iPhone, where Apple redefines what a phone can be Embrace vibrant emotions with the captivating hues of 'Xanh nhung nhớ,' showcasing the essence of color."
In ICT advertisements, both English and Vietnamese often emphasize brand names and distinctive product features For example, the English ad highlights the personalization aspect with phrases like “Dell purely You Dell, uniquely you,” while the Vietnamese ad invites consumers to explore with “Cùng Dell thỏa sức Khám phá.”
The all-new Dell TM Inspiration TM ® features a unique, customizable exterior and is now powered by the 2nd Generation Intel® Core™ processor family, delivering enhanced performance and versatility.
Data protection and privacy safeguard is the function of HP Virus/ spyware removal, the ad reiterates this as a result
Samsung highlights the exceptional features of its diverse product range with slogans like "Super Powerful, Super Clear, Super Slim," emphasizing fast web browsing, enjoyable social connections, and top-notch entertainment Their focus on being "Super Slim and Super Portable" showcases their commitment to innovation and user experience.
3.1.4 Combination with other rhetorical figures
Lexical reiteration is a common strategy in both Vietnamese and English advertisements, often utilized alongside other rhetorical elements In Vietnamese ads, loanwords enhance the message, as seen in phrases like “Ovi chat trên Nokia Chat triền miên không sợ tốn tiền.” Similarly, English advertisements employ structural repetition for emphasis, exemplified by slogans such as “Protects Data Safeguards privacy” and “See new Hear new Feel new.” This technique effectively reinforces the core message and engages the audience.
Vietnamese ad (2) “100% hiệu năng 100% cảm ứng” or ad (16) („Dũng mãnh như
Kungfu Dũng mãnh như Kaspersky‟) This excellent combination must have been built by admirable creativity of the ad-making group
Lexical reiteration in Vietnamese and English advertisements shares notable similarities, including significant popularity, flexible usage, the repetition of similar items, and effective integration with other rhetorical elements.
Besides similarities mentioned above, lexical reiteration in Vietnamese and English advertisements are different from each other to certain extent
3.2.1 Coinage in ICT product advertisements in English
In their ICT product advertisements, English-speaking advertisers coin new words like
“re-everythinged” to make their ad sound different from others
Apple's MacBook Pro embodies the spirit of innovation reminiscent of Steve Jobs' vision of "Think Different." This latest model has been "re-everythinged," showcasing a complete reinvention with cutting-edge features that redefine what a laptop can do.
3.2.2 Loanwords in ICT product advertisements in Vietnamese
Vietnamese advertisers employ a unique approach to create impactful ads for their ICT products Unlike their English counterparts, who refrain from using loanwords in their advertisements, Vietnamese admen boldly incorporate foreign-origin terms, such as "chat," to enhance their messaging.
(20) “Ovi chat trên Nokia Chat triền miên không sợ tốn tiền”
(Ovi advertisement) and “laptop” in
Laptop VTB được thiết kế để đáp ứng tối đa nhu cầu cao cấp và tiện nghi với cấu hình mạnh mẽ cùng công nghệ tiên tiến nhất Với khả năng tối ưu cho việc sử dụng máy tính di động, VTB khẳng định vị thế là "Nhãn hiệu máy tính đáng tin cậy".
The terms "chat" and "laptop" have become increasingly familiar to Vietnamese youth, seamlessly integrating into their daily lives In advertisements aimed at teenagers and young adults, these words create a relatable and engaging atmosphere, effectively capturing their attention This familiarity allows brands like Ovi and VTB to use these terms confidently in their marketing, appealing directly to their target audience without causing confusion.
CONCLUSION
RECAPITULATIONS
This article examines lexical reiteration in ICT product advertisements in English and Vietnamese, based on Halliday and Hassan's classification (1976) Lexical reiteration is categorized into four subtypes: repetition, synonym or near-synonym, superordinate, and general word The analysis reveals that all subclasses are present in ICT product advertisements in both languages, with repetition being the most commonly used subtype.
Lexical reiteration is a flexible linguistic feature commonly found in ICT product advertisements in both English and Vietnamese This technique involves the use of reiterated items from various parts of speech, allowing for significant mobility within the text Consequently, these reiterated elements can appear at the beginning, middle, or end of an advertisement Both English and Vietnamese ICT product ads exhibit this characteristic, highlighting a shared stylistic approach in their advertising strategies.
1.3 High reiterating frequency of brand names and striking features of ICT products
Advertisers emphasize brand names and highlight key product features to enhance memorability for their target audience By restating essential functions, superior quality, and distinctive characteristics in their advertisements, they effectively create a lasting impression of their products.
1.4 Diverse combination with other rhetorical figures
The primary objective of advertising is to inform or persuade the target audience to take a specific action To achieve this, advertisers utilize a variety of rhetorical techniques beyond mere lexical repetition, ensuring their messages are informative, persuasive, and impactful.
1.5 Different choices in making creative advertisements of ICT products
English and Vietnamese speaking advertisers choose different linguistic means to make their advertisements with great creativity English admen like coinage while their Vietnamese peers prefer loanwords.
IMPLICATIONS
The rapidly evolving landscape of Information and Communication Technology (ICT) necessitates that users stay informed to avoid falling behind To make informed purchasing decisions, it is essential for ICT product users to regularly update their knowledge through advertisements and other resources By staying current with the latest developments, consumers can ensure they choose the best products for their needs.
Moreover, it is necessary for ICT producers or advertisers to flexibly use varied linguistic means to better their advertisements
A comprehensive investigation of the language used in ICT products in both English and Vietnamese is essential This study aims to assist in this exploration and emphasizes the importance for teachers, students, and especially copywriters to continue developing their skills in this specific language genre.
LIMITATIONS
Though the author has conducted this study with considerable effort, it still exposes some inevitable shortcomings
The study focuses specifically on lexical reiteration in Vietnamese and English advertisements found in magazines and online platforms It does not include advertisements from radio, billboards, or mobile devices such as cellphones, smartphones, and portable computers Additionally, the research is limited to lexical reiteration, excluding other rhetorical figures used in advertisements.
The analysis of 30 advertisements in both Vietnamese and English reveals that the sample size may not fully encompass the diverse features of lexical reiteration in ICT product ads Consequently, the findings, particularly regarding the differences observed, may not be entirely accurate or comprehensive.
SUGGESTIONS FOR FURTHER STUDY
This study focuses on lexical reiteration in ICT product advertisements found in English and Vietnamese magazines and websites Future research could explore lexical reiteration in various types of ICT product advertisements in both languages to identify similarities and differences more accurately Additionally, examining other rhetorical figures or cohesive devices in ICT product advertisements would provide a more comprehensive understanding of this specific language genre.
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11 Maximum PC magazine, February 2008, USA: Future US, Inc
12 McLuhan, M (1964).Understanding Media: The Extensions of Man Boston: Beacon Press
13 McQuarrie, E.F & Mick, D.G (1996) “Figures of Rhetoric in Advertising Language.” Journal of Consumer Research, 22 (4), 424- 438
14 Nguyễn Thị Bích Liên (2004) A Discourse Analysis of Cohesive Devices in Information & Communication Technology Advertisements, Luận văn thạc sĩ, Đại học
15 Ogden, R & Rarick, S (2010) The Entrepreneur's Guide to Advertising, CA:
16 Oxford Advanced Learner’s Dictionary, 7th edition (2003) Oxford: OUP
17 Seliger, H & Shohamy, E (1989) Second Lanaguage Research Methods New
18 Tôn Nữ Mỹ Nhật (2005) A Discourse Analysis of Travel Advertisements in English and Vietnamese Luận án tiến sĩ, Đại học Ngoại Ngữ, ĐHQG HN
19 Vestergaard, T & Schroder, K (1985) The Language of Advertising Oxford: Basil Blackwell
20 Wisker, G (2001) The Postgraduate Research Handbook: Succeed with your MA,
MPhil, EdD and PhD Basingstoke: Palgrave
21 Zhu, L (2006) “The Linguistic Features of English Advertising” CELEA Journal,
1 Chuyên Đề 2! 14/6/2011, Trung ương Đoàn Thanh Niên Cộng sản Hồ Chí Minh
2 Chuyên Đề 2! 8/11/2011, Trung ương Đoàn Thanh Niên Cộng sản Hồ Chí Minh
3 Hoa Học Trò, 1/1/2010, Trung ương Đoàn Thanh Niên Cộng sản Hồ Chí Minh
4 Mai Xuân Huy (2000) Các đặc điểm của ngôn ngữ quảng cáo dưới ánh sáng của lí thuyết giao tiếp (Cấu trúc ngữ nghĩa – ngữ dụng của diễn ngôn quảng cáo) Luận án tiến sĩ ngữ văn, Viện Ngôn Ngữ học, Hà Nội
5 PC World Việt Nam - Thế giới Vi Tính B, 6/2011, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh
6 PC World Việt Nam - Thế giới Vi Tính E++, 9/ 2011, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh
7 PC World Việt Nam - Thế Giới Vi Tính B, 4/2011, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh
8 PC World Việt Nam - Thế Giới Vi Tính, 7/2011, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh
9 PC World Việt Nam - Thế Giới Vi Tính, 8/2011, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh
10 PC World Việt Nam - Thế Giới Vi Tính, 11/2008, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh
11 PC World Việt Nam - Thế Giới Vi Tính, 11/2009, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh
12 PC World Việt Nam - Thế Giới Vi Tính, 11/2011, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh
13 PC World Việt Nam - Thế Giới Vi Tính, 12/2011,Sở Khoa học và Công nghệ thành phố Hồ Chí Minh
14 Thế Giới Số, 1/6/2009, Hội Tin học Việt Nam
15 Thế Giới Số, 17/11/2008, Hội Tin học Việt Nam
16 Thế Giới Số, 18/7/2011, Hội Tin học Việt Nam
17 Thế Giới Số, 2/3/2009, Hội Tin học Việt Nam
18 Thế Giới Số, 2/5/2011, Hội Tin học Việt Nam
19 Tin Học và Đời Sống, 12/1/2009, Hội Tin học Việt Nam
20 Tin Học và Đời Sống, 13/7/2009, Hội Tin học Việt Nam
21 Tin Học và Đời Sống, 14/4/2008, Hội Tin học Việt Nam
22 Tin Học và Đời Sống, 9/2/2009, Hội Tin học Việt Nam
1 http://iancavalier.com/spiralnotepad/2008/12/24/windows-xp-optimization-utilities/
2 http://iwednesday.co.uk/asus-ms-series
3 http://slogans.globala.ru/177-take-toshiba-take-the-world
4 http://smartphone.biz-news.com/news/2008/08/21/0002
6 http://themarketeer.org/2012/03/10/the-iphone-hype
8 http://www.adweek.com/news/advertising-branding/spot-sonys-inner-child-139199
9 http://www.aocmonitorap.com/southafrica/company.php
10 http://www.apple.com/macbook-pro/design
11 http://www.bbc.co.uk/iplayer/radio
14 http://www.carlsberg.com/default.aspx
15 http://www.dell.com/downloads/us/eep/flash/index.htm
16 http://www.dlink-intl.com/web/vn.nsf/vn?openpage
17 http://www.etymonline.com/index.php?termvertise&allowed_in_frame=0
18 http://www.hammuworks.com/print.html
20 http://www.intel.com/products/centrino/centrino/demos/chipset.htm
21 http://www.intel.vn/content/www/vn/vi/homepage.html
22 http://www.johnfrieda.com/en-US/ProductFamily/Hair-Care/Brilliant-Brunette
23 http://www.kitkat.com.sg/
24 http://www.lenovo.com/lenovo/nz/en/
25 http://www.macworld.co.uk/ipad-iphone/news/?newsid343371
26 http://www.marketingpower.com/_layouts/dictionary.aspx
27 http://www.nokia.com/in-en/products/lumia/
28.http://www.nokia.com/us-en/products/phone/lumia900?cid=ncomprod-fw-scl-bdy- productwk2_0x0-na-youtube-g0-en-1todtmt2a3b18
29 http://www.nokia.com/vn-vi/san-pham/dien-thoai/x2-01
30 http://www.nytimes.com/2010/01/08/business/media/08adco.html
32 http://www.orange.co.uk/
33.http://www.pcreview.co.uk/forums/microsoft-500-million-vista-google-page-ranking- one-point-everyone-thought-earth-flat-get-facts-windows-vista-t3576005.html
34 http://www.pcworld.com.vn
35 http://www.perrier.com/thedrop/en.html
36 http://www.samsung.com/vn/#latest-home
37 http://www.slashphone.com/windows-phone-7-new-ads-reveal-the-att-htc-mondrian-
38 http://www.sony.com/index.php
39 http://www.sonymobile.com/gb
41.http://www.technobuffalo.com/companies/apple/ipad/its-official-march-7th-is-ipad-3- day
42.http://www.technobuffalo.com/companies/nokia/leaked-ads-show-off-nokias-first- windows-phone-handsets
43 http://www.toshiba.co.uk/
ENGLISH ADVERTISEMENTS OF ICT PRODUCTS
1 AOC AOC -Art of Color
2 Asus Love at first sight
Asus Ultra-slim Desimo MS Series LCD Monitor
Be the envy of those around you
3 BBC Iplayer Making the unmissable unmissable
4 Canon camera These moments are beautiful These moments are perfect These moments are Canon
5 Dell laptop Dell Purely You
Stay connected with D-Link, ensuring access to the digital world through reliable wired and wireless networking solutions Whether at home, work, or on the go, you can effortlessly access information, monitor business operations, and enjoy digital media, including video, audio, text, and images.
Virus/ spyware removal Complete peace of mind Protects Data Safeguard privacy
9 iBuypower More fun while you get more done
10 Intel microprocessor Great computing starts with Intel inside Intel inside
Elevate your audio experience with high-definition sound driven by the advanced 2010 Intel® Core™ Processor family For personalized guidance on creating your custom-built PC, visit us today.
12 IOS6 I‟ll take your iPhone, iPad and iPod tough in entirely new directions
13 iPad 3 We have something you really have to see And touch
14 iPhone Introducing the iPhone Apple reinvents the phone
Twice as fast Half the price
16 Lenovo ThinkPad New world New thinking
17 Macbook Pro Redesigned Reengineered Re-everythinged
18 Nokia Lumia 900 How fast is 4G LTE?
Know-the-score-first fast Speed metal fast
Smooth streaming fast Turbo browsing fast
19 Nokia N96 Nokia N96 The web Now made by hand
20 Nokia N-series See new Hear new Feel new
When you bring together Nokia‟s stunning new hardware and a dynamic Microsoft OS, you get amazing everyday This is your playground
Grow your reach Grow your business opportunities
Get world-class DEV tools Get local training and support and a dynamic new platform to make your apps stickier
So what are you waiting for?
Dive in Today the sun will rise and set Everything else is up for grabs Nokia with windows phone Create amazing everyday Are you ready to go to?
Take, tag, sort and share
Experience cinema-quality entertainment at your fingertips with the Samsung Galaxy S, featuring the innovative Super AMOLED screen—an exclusive technology that sets Samsung apart.
24 Sony Like.no.other – Sony
25 Sony Ericsson Instantly make over Instantly new look
Join Sony Ericsson Cybershot TM Stand at Hall 4 to get a snap shot of your new look
27 Toshiba Take Toshiba Take the World
29 Windows vista So what do people think of Window vista if they don‟t know it‟s Window vista?
30 Windows vista At one point, everyone thought that the Earth was flat
Get the facts about Windows vista
VIETNAMESE ADVERTISEMENTS OF ICT PRODUCTS
Hiệu năng vượt trội với bộ vi xử lý Intel Core i3 thế hệ
2 Acer Aspire Timeline X Xuất sắc mọi góc cạnh Pin dài 8 tiếng Siêu mỏng 1 inch
3 Acer P223w Màn hình LCD 22 inch Acer P223w
4 Asrock PCI-E 3.0 Những ưu điểm của Asrock PCI-E 3.0
Tần số truyền dữ liệu đạt 8.0 GT/s, cung cấp băng thông luồng lên đến 1GB/s, cho phép chuyển đổi định dạng video với chất lượng tốt hơn Ngoài ra, nó cũng tương thích ngược với các chuẩn PCI-E 2.0 và 1.0.
Công nghệ điện toán đám mây
Tự hào là phần mềm diệt virus đạt chứng chỉ đẳng cấp quốc tế VB100
6 CNET CRB-970 CNET CRB-970 là Router Wifi chất lượng cao, thu phát sóng cực mạnh, ổn định với antenna khủng
7 Cyber shot 2011 Thêm sắc, thêm style!
Màu mới Phong cách mới
Discover the all-new Dell™ Inspiration™ with its unique, customizable exterior, now enhanced by the powerful 2nd Generation Intel® Core™ processor family Experience the innovation and performance of Dell™ Inspiration™.
9 Ezmail Nhận và gửi email mọi lúc mọi nơi
10 F700 Ai đẹp… được dường như em
11 Fone backup ô Phao cứu sinh ằ cho dữ liệu điện thoại
Fone backup-Lưu trữ và truy xuất trực tuyến
Chụp với FinepPix F10 Chụp với tốc độ cao Chụp với độ nhạy sáng cao
13 IMB System z Hơn 250 doanh nghiệp toàn cầu đã chọn System z của
14 Intel® Core™ Duo Nhân đôi kinh nghiệm học tập, nhân đôi niềm vui với bộ vi xử lý Intel® Core™ Duo
15 Intel® Core™ Duo Bạn muốn chuyển việc này sang việc khác nhẹ nhàng như bay ? Hãy chọn máy tính có cài đặt tôi bên trong !
16 Kaspersky Dũng mãnh như Kungfu
Dũng mãnh như Kaspersky Quét sạch virus để bạn an tâm kinh doanh
17 Kingmax Phá vỡ rào cản tốc độ
Bộ nhớ chuyên ép xung DDR3 dành cho máy Desktop
18 LG Optimus 7 Tận hưởng cuộc sống của riêng bạn
19 Nokia X2-01 Chat siêu tốc giá siêu sốc.
