INTRODUCTION
Rationale
In today's world, we are constantly bombarded by advertising messages that dictate how we should live our lives, from our appearance to our dietary choices, as noted by Rajpal (2014) This overwhelming presence of advertising highlights the power it holds over consumers, who often find themselves passive recipients of information To capture customer attention and stimulate desire, marketers have turned to slogans—short, memorable phrases that leave a lasting impression Crafting effective slogans requires a deep understanding of linguistic elements such as phonology, lexicology, syntax, semantics, and pragmatics, making it an art form While many studies have examined slogans across various industries, there is a notable gap in research focused on coffee advertising slogans Recognizing this, the author aims to analyze and compare English and Vietnamese coffee slogans to uncover their similarities and differences This study will draw on existing literature regarding slogans and relevant theories, providing insights that can benefit marketers and those interested in the linguistic artistry of advertising The findings are expected to enhance understanding of the syntactic and semantic characteristics of slogans, contributing to the field of marketing.
Understanding English and Vietnamese slogans is crucial for those interested in the nuances of advertising language, especially in the beverage sector.
This study offers valuable insights for individuals beginning their exploration of the syntactic and semantic aspects of language Additionally, it serves as a resource for English and Vietnamese speakers interested in understanding the linguistic techniques employed by marketers to effectively promote their products.
The author aims to explore the linguistic features of coffee advertising slogans in English and Vietnamese This study seeks to identify the similarities and differences between the two languages' slogans, ultimately providing insights for future research in this area.
Aims and objectives of the study
This study assists English and Vietnamese coffee customers interested in language by exploring the linguistic features of marketing slogans It serves as a valuable resource for understanding how these slogans are crafted and offers a theoretical foundation for future research on advertising language.
In order to achieve the aim, the study is expected to reach the following objectives:
- To investigate syntactic and semantic features of coffee advertising slogans in English and Vietnamese
- To uncover the similarities and differences between the slogans in English and Vietnamese in terms of syntactic and semantic perspectives
- To propose some implications about linguistic features of language in advertising.
Research questions
This study is aimed at answering the following questions:
1 What are the syntactic and semantic features of coffee advertising slogans in
2 What are the similarities and differences of coffee advertising slogans in English and Vietnamese?
3 What are the implications about language in advertising slogans for advertisers who are working in marketing, for teachers and for English language learners in learning English and Vietnamese coffee advertising slogans?
Scope of the study
This study examines the syntactic and semantic features of selected slogans, specifically focusing on coffee-related slogans in English and Vietnamese It presents relevant theories on syntax and semantics, analyzing a total of 60 slogans—30 in English and 30 in Vietnamese—collected from company websites and social networks between June 2021 and December 2021 As a result, the research may not encompass all drink-related slogans in both languages.
Methods of the study
This study employs two primary research approaches: quantitative and qualitative methods According to Saville-Troike (1982), comparing and contrasting is an effective way to highlight the features of different objects, which will help identify similarities and differences in linguistic patterns and their meanings Consequently, contrastive linguistics and its associated method, Contrastive Analysis, serve as the main framework for this research A quantitative analysis of the corpus will be conducted to compare the frequencies of patterns in English and Vietnamese slogans, while the qualitative method will be utilized to describe and analyze the linguistic features of the collected data.
This thesis employs both descriptive and contrastive methods to analyze English and Vietnamese coffee slogans The descriptive method provides a detailed examination of the syntactic and semantic characteristics of these slogans, utilizing examples sourced from company websites and social media In contrast, the comparative method identifies the similarities and differences in these features across the two languages, enriching the understanding of how coffee companies communicate their messages.
The research employs analytical and synthetic methods to explore the distinct features, structures, and meanings of slogans in English and Vietnamese An analytical approach is used for detailed examination, followed by a synthetic method for categorizing the slogans based on specific criteria Additionally, various research techniques, including statistics, componential analysis, and contrastive analysis, have been integrated to enhance the study's depth.
Establishing regular consultations with your supervisor is essential for effective guidance and academic exchange during your research investigation, ensuring you stay on the right path toward successful outcomes.
This article presents a collection of slogans sourced from English and Vietnamese articles, social media, and specific industry websites Additionally, it includes examples of slogans used to illustrate theories from textbooks and academic articles.
This study utilizes a bilingual corpus consisting of 30 English slogans and 30 Vietnamese slogans, adhering to specific principles regarding size, language diversity, and sourcing The corpus is designed to reflect contemporary usage, with data gathered from various sources, including grammar books and newspapers.
Significance of the study
A slogan serves as a verbal logo that encapsulates a brand's meaning, specialty, benefits, marketing position, and commitment, reinforcing its identity effectively Research shows that people often find slogans more memorable and easier to recite than logos, highlighting their power in branding Slogans fulfill two primary purposes: they provide continuity across advertising campaigns and distill complex marketing messages into brief, memorable phrases This understanding offers valuable insights for language learners and researchers, enhancing their grasp of effective communication strategies.
As a whole, it is hoped that along with the understanding of syntactic and semantic features of these slogans in English and Vietnamese, this study can be a useful material
5 for learning and studying the beauty of language in advertising in general, and in slogans in particular.
Structure of the study
This study consists of four chapters, excluding the appendixes and the references
Chapter 1- Introduction: Presents the reason why the topic is chosen, the aims, the objectives, the scope of the research, the significance, and the structure design of the thesis
Chapter 2 – Literature review: provides the readers with the literature review of the research, which attempts to present the previous studies as the premise for this study; the theoretical background including general understanding about syntactic and semantic features of language; an overview of advertising and slogan in general, and the chosen slogans for this study in particular
Chapter 3 – A comparison between slogans used by coffee companies in English and
Vietnamese, presents syntactic and semantic features of slogans used by coffee companies It also presents the finding on how these slogans are impressive and easy to remember
Chapter 4 – Conclusion: restates the aims and summarizes how to research the objectives Furthermore, this chapter also presents the limitations of the research and some suggestions for further studies
References and Appendixes come at the end of the study.
LITERATURE REVIEW
Previous studies
2.1.1 Previous studies on English slogans
Syntactic and semantic features of language are key areas of study in linguistic research, particularly in the context of advertising Numerous researchers have explored the language utilized in advertising, uncovering significant insights and concepts related to its effective use.
According to Bell (1991), media language is a compelling subject for linguists due to several reasons Firstly, it mirrors the patterns of ordinary speech Secondly, it significantly influences the language used in broader society Additionally, media language reflects societal and cultural status, shaping public attitudes and opinions through its portrayal of individuals and issues Finally, media employs language designed for mass consumption, allowing diverse interpretations while maintaining clarity and coherence.
Advertising permeates modern society, manifesting in various forms such as street signs, television, and the internet (Cook, 1992) It showcases poetic creativity akin to literature, incorporating playful language and narrative elements found in sitcoms, soap operas, and pop songs Cook identifies fourteen key features of advertisements: they utilize diverse substances unique to advertising, are embedded in broader discourse, and are designed to deliver short, impactful messages Advertisements are multi-modal, employing images, music, and language in various combinations, and they utilize multiple submodalities, including written, spoken, and sung forms They also leverage innovative paralanguage, emphasize connotational and metaphorical meanings, and make extensive use of parallelisms Furthermore, advertisements often incorporate multiple voices, appropriate elements from other genres, and can be interpreted in contradictory ways simultaneously.
Advertisements blend public and private discourse, incorporating elements of authority and intimacy They heavily rely on intertextual allusion, referencing other advertisements and various genres Additionally, advertisements elicit a wide range of social, moral, and aesthetic judgments, being perceived as either 'harmful' or 'beneficial,' 'bad' or 'good,' and 'not artistic' or 'artistic.'
Skorupa and Duatepe (2014) sought to define advertising slogans, noting the lack of a consistent definition in scientific literature They describe slogans as short, catchy phrases associated with specific brands that encapsulate key concepts, aiding customer recall of advertising campaigns The authors highlight various linguistic and rhetorical devices commonly found in advertising slogans, including capitalization, rhyme, alliteration, repetition, wordplay, and metaphor, while also addressing different analytical levels such as graphical, phonological, lexical, syntactic, and semantic.
Teodorescu (2015) found that subtle changes in wording within marketing communications can significantly influence consumer behavior and shape buying habits The study concluded that advertisements predominantly utilize positive language to create favorable images and attitudes among the target audience, often avoiding negative terms This tendency towards positive emotional appeal, coupled with a low use of cognitive terms, suggests that advertisements aim to entice consumers by appealing more to feelings than to rational thought Additionally, the minimal use of self-referential terms like "I" or "me" contrasts with the frequent use of personal pronouns such as "you" and "we," which fosters a warm and friendly tone This approach helps bridge the gap between the advertiser and the consumer, positioning the advertiser as genuinely concerned with the consumer's comfort and interests, thereby encouraging them to make informed choices.
Advertising serves as a vital tool for companies to communicate their products and services to potential customers According to Pilátová (2015), visual elements in advertisements capture our attention more effectively, which means that accompanying text should be concise yet impactful, evoking emotions and ensuring memorability.
Many companies develop commercial slogans that are both informative and memorable These concise messages, while simple, often require more than just one word to convey their meaning effectively Slogans frequently employ unique grammatical structures that are specific to advertising This diploma thesis examines the various structures, tools, and grammatical devices utilized in advertising slogans to enhance their persuasive impact on consumers.
In recent decades, the oversaturation of advertising has heightened interest in its linguistic aspects, as noted by Asmukovich (2015) Advertising texts are valuable for analysis from various perspectives, including linguistic, sociological, psychological, and marketing Linguists study advertising language to understand its specific features and how it evolves over time One prevalent advertising formula is the AIDA acronym, introduced by American advertising pioneer Lewis in the late 1800s This model outlines the stages a consumer experiences before purchasing a product or service, and it is widely adopted by marketers to enhance consumer engagement and drive sales.
A slogan is a memorable word, phrase, or sentence designed to capture attention and convey meaning effectively (Alozie, 2020) T-shirts featuring various slogans utilize linguistic and semiotic elements to create distinct discourse effects The combination of drawings, paintings, and text on these garments generates unique metaphorical images and semantic interpretations, which can be analyzed through multimodal discourse analysis Additionally, the syntax of the slogans often reflects pragmatic assumptions, leading to the omission of subjects, the use of phrases, poor collocations, and common graphical styles.
This paper clearly demonstrates that T-shirt slogans are primarily informative, expressive, and instructive in nature These slogans serve various illocutionary functions, leading to diverse perlocutionary responses from the audience.
2.1.2 Previous studies on Vietnamese slogans
In her 2013 study, Dang Thi Thao Quyen emphasizes that advertising, as defined by communication theory, is a verbal act and a communicative process It represents a form of mass communication characterized by a visual monologue that engages in a dialogue about its content The primary goal of advertising is to persuade consumers to utilize the advertised goods or services, highlighting the distinctiveness of each advertising discourse.
Pham Thi Cam Van (2003) highlights that advertising originated in Western countries, deriving from a Latin term meaning to attract attention The Vietnamese dictionary by Hoang Phe (2010) defines advertisement (quảng cáo) as the mass promotion of a product aimed at increasing its visibility and attracting potential customers The author notes that advertising language is characterized by its flexibility, variety, and creativity, making it challenging to classify within established linguistic styles Key features of advertising language include persuasive techniques rooted in consumer psychology, the ability to create interest through imagery and sound, poetic elements that engage customers emotionally, and a focus on brevity and conciseness, all essential for effective advertising.
Phuong (2012) identified several key functions of television advertising from the writer’s perspective These include promoting and encouraging consumers to utilize the manufacturer's exported products, creating an aesthetic appeal through the combination of engaging language and visually striking images that stimulate viewers' desire to purchase, and providing entertainment through humorous and captivating ads that help viewers unwind after a long day The study highlights that words and phrases play a crucial role in the effectiveness of TV commercial advertisements.
According to Nguyen Thanh Tung (2009), advertising emerged in response to specific social conditions, particularly when companies launch new products and seek to connect with the market to drive sales The most effective method for reaching a broad audience is through mass media, which serves as a vital link between producers and consumers The primary goal of advertising is to promote a brand and encourage customer engagement with products or services It focuses on delivering information and highlighting quality to captivate consumers, utilizing various formats that incorporate language, imagery, sound, and color to create an impactful impression.
An overview of linguistic features
2.2.1 Theories of syntax in English
According to Chomsky (1965), syntax is the study of how sentences are constructed in specific languages The primary goal of syntactic research is to develop a grammar framework that serves as a tool for generating sentences in the language being analyzed Additionally, linguists focus on identifying the fundamental properties of effective grammars A key role of syntactic theory is to provide a systematic approach for selecting an appropriate grammatical structure for each language based on its corpus of sentences.
Finch (2005) wrote that syntax is a term used for the study of the rules governing the way words are combined to form sentences
In English, word order is crucial for clarity and meaning, as rearranging words can alter the intended message To ensure effective communication, it's essential to follow the specific structure of English sentences.
The relationship between words in a sentence determines its meaning, as seen in the example "The cat chases the mouse," where the order of the subjects creates a specific interpretation Conversely, altering the order to "The mouse chases the cat" results in a completely different meaning In some languages, meaning is conveyed through word forms rather than their arrangement, allowing for varied word orders to express the same idea.
According to Richards and Schmidt (2010), syntax is a key element of language grammar, alongside the lexicon, phonology, and semantics It focuses on how words are combined to create sentences and the specific rules that determine sentence formation, distinguishing between grammatically correct and incorrect structures The interaction between syntax and morphology, which involves the modification of words to indicate their grammatical roles, is known as morphosyntax A primary objective of linguistics is to uncover the syntactic rules of a language and to categorize words within sentences accordingly.
Syntax is a fundamental aspect of linguistics, focusing on the structure and organization of sentences It examines how words group together into constituents, which are essential for understanding sentence formation Over the past fifty years, syntax has become a dynamic area of study, leading to numerous theoretical debates and proposals Different theoretical frameworks, such as case theory, x-bar theory, and binding theory, offer varying perspectives on syntax Additionally, generative grammar and other grammatical models, including categorical grammar and lexical functional grammar, approach syntax in diverse ways, contributing to the richness of linguistic analysis.
In this research, the writer will study the syntax of the English slogans based on the grammar theory of Quirk (1985)
According to Quirk (1985), we are using 'grammar' to include both syntax and the inflections (or accidence) of morphology The fact that the past tense of “buy” is
The term "bought" (inflection) and the question form "Did he buy it?" (syntax) both fall under the domain of grammar In "A Comprehensive Grammar of the English Language," it is noted that grammatical units can be organized in a hierarchy based on their potential size or extensibility.
Morphemes can combine to create words, which are essential units that connect the grammar of a language to its lexicon, as outlined in Quirk’s hierarchy Essentially, morphemes focus on the internal structure of words, while syntax pertains to how these words are arranged to form sentences.
A phrase, as defined by Quirk (1985), refers to a constituent that can consist of either a single word or multiple words According to the Cambridge Dictionary, a phrase is a short group of words commonly used together, conveying a specific meaning, such as "a big ball" or "a pair of trousers."
There are five main categories of phrases: verb phrases, noun phrases, adjective phrases, adverb phrases, and prepositional phrases Each type of phrase serves specific functions as elements within clauses.
Subject Verb Object Compliment Adverbial Subject
The broken arrows on the right indicate that adverb phrases and prepositional phrases can exceptionally function as subjects And the prepositional phrases can exceptionally function as complements i Verb phrases
Verb phrases are composed of a main verb that can function independently or be accompanied by up to four auxiliary verbs.
Sank/ was sinking/ has been sunk/ must have been sinking/ may have been being sunk ii Noun phrases
Noun phrases are structured around a head, usually a noun, accompanied by elements that can either obligatorily or optionally determine, modify, or complement the head.
Him/ Peter/ Alice’s wedding/ that girl with the red hair/ all those fine warn days in the country last year, etc iii Adjective phrases
Adjective phrases consist of an adjective as head, optionally preceded and followed by modifying elements:
Pleasant/ too hot to be enjoyable/ incredibly cold/ pleasant enough/ etc iv Adverb phrases
Adverb phrases are similar to adjective phrases in their structure, except that they have an adverb, instead of an adjective, as their head:
Yesterday/ quite often/ very severely indeed/ as clearly as I could/ etc v Prepositional phrases
Prepositional phrases consist of a preposition followed by a prepositional complement, which is normally a noun phrase:
For lunch/ at the corner of the street/ on Saturday morning/ by a strange coincidence/ etc
A clause, as defined by the Oxford Learner’s Dictionary, is a collection of words that contains both a subject and a verb, functioning as a complete sentence or a segment of one In sentence construction, commas serve to distinguish between different clauses Additionally, certain languages mandate that the subject precedes the object within a clause.
Quirk (1985) distinguished the elements of clause structure including the subject (S), verb (V), object (O), complement (C), and adverbial (A)
At the simplest level, the verb element (V) is the most ‘central’ element, and in all the examples above, it is preceded by the subject (S)
In a clause, one or two objects (O) or a complement (C) can follow the verb, while adverbials are the most flexible elements, able to appear at the beginning or end of the clause Additionally, many adverbials can be placed medially within a sentence A clause can incorporate multiple final adverbials, leading to a simplified formula that captures its structure.
By removing optional adverbials, we can modify the classification of the essential core within each core structure In this scenario, the primary verb significantly influences the form of the remaining structure Quirk identifies seven distinct clause types that emerge from this process.
SVO: My mother enjoys parties
SVC: The country became independent
SVA: I have been in the garden
SVOO: Mary gave the visitor a glass of milk
SVOC: Most people consider these books rather expensive
SVOA: You must put all the toys upstairs
In this section, we have some definitions as following:
Monotransitive verbs occur in type SVO Transitive verbs Ditransitive verbs occur in type SVOO
Complex transitive verbs occur in types SVOC and SVOA Object Direct object (Od)
Indirect object (Oi) Complement Subject complement (Cs)
According to Quirk (1985), a sentence is a unit, but it is often difficult to decide, particularly in spoken language, where one sentence ends and another begins
According to Quirk, sentences are categorized into two types: simple sentences, which contain only one independent clause, and multiple sentences, which consist of two or more clauses connected through subordination or coordination.
An overview of advertising
Advertising, as defined by Lissitzky (2021), encompasses techniques and practices aimed at bringing products, services, opinions, or causes to public attention to persuade audiences to respond in specific ways While primarily focused on promoting products, advertising also encourages safe driving, charitable support, and political voting In many countries, it serves as a crucial revenue source for media outlets such as newspapers and television stations The advertising industry has grown significantly, particularly in non-communist nations, utilizing various media forms Newspapers have been fundamental due to their broad circulation and local readership, while magazines cater to niche markets, targeting specific interests like outdoor sports or technology, thus providing tailored advertising opportunities for manufacturers.
In today's competitive consumer market, advertisers have various options to connect with potential customers, including regional editions of national magazines that allow for targeted advertising Television and radio remain dominant media channels, with advertisers purchasing short spots during programs to reach specific audiences The effectiveness of these advertisements relies on understanding the size and composition of the audience, which influences pricing and scheduling Other advertising methods include personalized spam, outdoor billboards, transit advertising, and promotional items In the 21st century, effective communication in advertising encompasses more than just visuals and audio, although sound and sight remain the most impactful senses for conveying messages.
Scents have the powerful ability to trigger memories, often bringing to mind experiences from the distant past However, this unique characteristic poses a significant challenge for advertising, as the memories associated with a particular smell can vary greatly from person to person.
Touch has inherent limitations in advertising, as it requires customers to physically interact with a product This necessitates the product's actual presence and suitable medium for display, positioning touch more in the domain of personal selling rather than traditional advertising methods.
Taste, much like touch, necessitates direct physical interaction with a product, but it is even more restricted in scope Unlike touch, which can apply to a wide range of items, taste predominantly pertains to food products, making it a crucial factor for customers in that specific category.
Sound plays a crucial role in advertising, effectively enhancing various media platforms such as radio, television, and innovative technologies like micro-sound chips embedded in magazines for concise 20-second sales messages It not only conveys information but also creates an immersive "theatre of the mind" experience for the audience.
Words serve as the fundamental tool for human communication, allowing individuals to express ideas and emotions through spoken language By utilizing words, one can present logical arguments, explore various perspectives, and elicit emotional responses.
Thus sound, within the kinds of words and effects, is quite useful to the advertiser in affecting a listener
Sight is arguably the foremost use of the communication channels available to the advertiser Through sight, it's possible to use both words and pictures effectively
Written words serve as a powerful medium for conveying complex ideas and arguments, even though they may lack the emotional nuances found in spoken language While spoken words can evoke feelings through inflections and sound cues, written communication remains unparalleled in its ability to articulate and clarify intricate concepts.
That is why a slogan may be a sensible choice that the majority of the marketing writers favor putting together with their products
Generally, the theories about semantics presented during this chapter are going to be wont to analyze the semantic features of English and Vietnamese slogans in chapter three.
An overview of slogans
Slogan advertising involves creating memorable phrases that help consumers recall a company, brand, or product, as highlighted in Newton's (2021) article “What Does Slogan Advertising Mean?” Businesses craft these catchy slogans for their marketing campaigns, aiming for lasting impressions that influence consumer behavior.
To effectively capture consumer attention, businesses must create memorable slogans that clearly convey the essence of their products or services These catchy phrases should resonate with the target audience and reflect the company's identity, ensuring they remain top-of-mind during purchasing decisions Crafting the perfect slogan can be a time-consuming process, often requiring hours of thoughtful consideration, despite their brevity.
Slogans play a crucial role in distinguishing products and services in the marketplace, giving them a unique identity Additionally, they enhance brand recall, making it easier for consumers to remember their favorite brands.
There are many types of slogans, but Pandey (2021) divides slogans into four types as below:
- Descriptive slogans: they help create an image of what businesses actually do and differentiate them from their competitors There are some descriptive slogans from popular brands as below:
BMW: The ultimate driving machine iPod: 1000 songs in your pocket
Commanding slogans are persuasive tools that motivate consumers to make purchases For instance, Steve Jobs famously stated, “People don’t know what they want until you show it to them,” emphasizing how effective slogans can inspire potential buyers to envision the benefits of owning a product.
Persuasive slogans are powerful tools that highlight the reasons consumers should choose a specific product or service, effectively communicating why they can trust a business to address their needs These slogans serve as compelling selling statements that resonate with customers, making them more likely to engage with the brand.
Vodafone: Make the most of now
Creative slogans often incorporate literary devices, making them more memorable and impactful Utilizing techniques such as rhyme and rhythm enhances their appeal, ensuring they resonate with audiences For instance, a well-crafted slogan not only conveys a message but also leaves a lasting impression.
This article provides essential insights into the role of slogans and advertising strategies employed by marketers globally The theories and criteria discussed will serve as a foundation for comparing and contrasting English and Vietnamese slogans in Chapter Three.
2.4.3 An overview of coffee advertising slogans in English and in Vietnamese
This article analyzes 30 English and 30 Vietnamese slogans sourced from company websites and social media, highlighting their diverse styles and meanings used to promote new products The study examines these slogans through syntactic and semantic theories, revealing both similarities and differences influenced by factors such as release timing, product categories, and ingredients The findings aim to provide valuable insights for those interested in the linguistic characteristics of slogans and to support future research in this area.
Summary
This chapter presents foundational theories from prior studies relevant to the field, focusing on syntax and semantics in both English and Vietnamese It also includes a theoretical background on marketing and slogans, which will serve as the basis for analyzing coffee advertising slogans in the following chapter.
Syntactic features of coffee advertising slogans in English and in Vietnamese
According to Quirk's theories, English slogans can be categorized into clauses, verb phrases, noun phrases, and complete sentences The distribution of these types is illustrated in the accompanying pie chart.
Taking the largest percentage is the sentence They make up about 36% (18 out of 50 slogans) We can look at them below:
- “It’s not just coffee It’s Starbucks” (19)
The complement is a noun phrase, “just (premodification) coffee (head)”
- “You’re a sip away from GOLD” ( 20)
You (S) ‘re (V) a ship (C) away from GOLD (A)
The compliment is a noun phrase, “a (determinative) ship (head)”; the Adverbial “away from (preposition) GOLD (prepositional complement)
- “Here’s to the best part of your day” ( 21)
Here (S) ‘s (V) to (A) the best part of your day (Oi)
Figure 3.1: Types of English slogans in terms of syntax
Sentences Verb phrases Noun phrases Clauses Adverbial phrase
The indirect object is a noun phrase, “the (determinative) best (pre-modification) part (head) of your day (post-modification)
The post-modification is a prepositional phrase, “of (preposition) your day (prepositional complement)
The adverbial is a prepositional phrase, “with (preposition) a coffee (prepositional complement)
- “It’s not just what you’re buying, it’s what you’re buying into” (23)
It's not merely about the products you're purchasing; it's also about the values and beliefs you are investing in The essence lies in understanding both what you are buying and the deeper implications of your choices.
- “We’ve always been crazy about coffee Now we’re certified ” (24)
“We (S) ‘ve always been (V) crazy (C) about coffee (A)” Now (premodification) we (S)
- “This season, the cup is just the beginning” (25)
“This season (premodification), the cup (S) is (V) just the beginning (C)
The premodification is a noun phrase “This (determination) season (noun)”, and the subject is also a noun phrase “the (determination) cup (noun)” The compliment is
“Work (S) can (auxiliary verb) wait (V)
- “You are what you drink So what do you want to be today” ( 28)
“You (S) are (V) what you drink (O) So (pre-modification) what (pronoun) do (operator) you (S) want (V) to be today (C)?”
The operator is a clause “what (pronoun) you (S) drink (V)”
“What (pronoun) ‘s (V) life (S) without coffee (A)?”
The adverbial is a prepositional phrase that “without (preposition) coffee (noun)”
- “Sweet dreams start with coffee” (30)
“Sweet dreams (S) start (V) with coffee (A)”
The subject “sweet dreams” is a noun phrase “sweet (premodification) dreams (head)” and the adverbial is a prepositional phrase “with (preposition) coffee (noun)
This sentence is an offer to order coffee
- “Coffee is all about choice” (31)
Coffee (S) is (V) all about (preposition) choice (O)
- “The world is just a few sips away” (40)
The world is merely a few sips away, highlighting the idea that small actions can lead to significant experiences.
- “All coffee is NOT created equal” (41)
All coffee (S) is NOT created (V) equal (adverbial), in which Subject is made up by a noun phrase: all (adverbial) coffee (N)
Coffee (S) makes (V) you (O) happy (adverbial)
- “Coffee puts a spring in your walk” (44)
Coffee (S) puts (V) a spring (O) in your walk (adverbial phrase) In which, the object is a noun phrase: a (determiner) spring (N); and the adverbial phrase include in (preposition) your (determiner) walk (N)
Next, verb phrases, occupying 34% (17 out of 30 slogans) They include:
The transitive verb “double here” has the direct object made up from a noun phrase “the (determinative) you (head)
Similarly, this slogan also has a transitive verb – find, followed by a direct object – “your (possessive) glow (head)”
This clause is made up of a transitive verb (share), and a direct object (joy)
- “Start the day with great taste” (4)
Start (V) the day (Od) with great taste (A)
The verb “start” is followed by a direct object, formed by a noun phrase “the (determination) day (head), and an adverbial “with (preposition) great taste (prepositional complement)
The Od is a noun phrase “your (possessive) cup (head)
Be (V) your best self (Od)
- “Taste the best of summer” (8)
Taste (V) the best of summer (Od)
Get (V) coffee (Od), buy (V) time (Od)
- “Work hard and play harder” (16)
Work (V) hard (A) and (conjunction) play (V) harder (A)
- “Starbucks DoubleShot Bring on the day” (17)
Starbucks Doubleshot (head) Bring on (V) the day (Od)
The direct object is a noun phrase, “the (determinative) day (head)”
Power up (V) with (preposition) coffee (O)
Reach (V) for (preposition) the stars (O)
- “Keep calm (V) and (conjunction) coffee on (V)” (50)
Next, noun phrases account for 16% They have:
- “Our way of loving you back” (10)
Our way (head) of loving you back (post-modification)
The phrase "Our way of loving you back" consists of a noun phrase, "Our way," followed by a prepositional phrase that elaborates on the noun This prepositional phrase, "of loving you back," includes a verb phrase where "loving" serves as the verb, "you" is the object, and "back" functions as an adverbial modifier.
A taste (head) of the holidays (postmodification)
The head is a noun phrase “A (determination) taste (noun) And the postmodification is a prepositional phrase “of (preposition) the (determinative) holidays (head)”
- “The best coffee for the best YOU” (12)
The best coffee (head) for the best YOU (post-modification)
The noun phrase “The (determination) best (premodification) coffee (noun) places as the head And it is easily to see that the postmodification is a prepositional phrase, in which
“for (preposition) the (determinative) best (premodification) you (head)”
Starbucks (head) or nothing (postmodification)
“or (preposition) nothing (prepositional complement)
Fuel (head) for your day (prepositional phrase)
“for (preposition) your (possessive) day (head)
- “The first choice for good coffee” (34)
The top selection for high-quality coffee is essential for enthusiasts This phrase highlights the significance of choosing the best option available By prioritizing quality, coffee lovers can enhance their brewing experience and savor every cup.
- “Coffee: The official beverage of brainstorming” (46)
Coffee (N): The (determiner) official (adjective) beverage (N) of (preposition) brainstorming (N)
The marketers also use the clauses which take 12% of all slogans as below:
The postmodification is in the form of a relative clause with “that (pronoun) inspires (V)”
- “Because that’s your name right next to ours” (27)
Because (conjunction) that (S) ‘s (V) your name (Oi) right next to ours (A)
In that, the indirect object is a noun phrase, “your (possessive) name (head), and “right next to ours” is an adverb phrase, “right (premodification) next to (preposition) ours (prepositional complement)
- “Beware of a cheaper cup of coffee It comes with a price”(18)
Beware of (pre-modification) a cheaper cup of coffee (head) It (S) comes (V) with a price (C)
The first clause, “Beware of a cheaper cup of coffee, has the head constituted from a noun phrase “a (determinative) cheaper (premodification) cup (head) of (preposition) coffee (postmodification)
In the second clause, the verb complementation is a prepositional phrase “with (preposition) a (determination) price (noun)
- “Hot and fresh coffee all around” (32)
Hot and fresh (pre-modifier) coffee (N) all around (post-modifier)
- “Life (S) is (V) short (C) Drink (V) good coffee (O).” (42)
And the last structure the marketers use is the adverbial phrase (2%):
- “For (adverbial) the caffeine-addicted (NP)” (35)
3.1.2 Syntactic features of coffee advertising slogans in Vietnamese
Vietnamese slogans are also divided into three groups as English ones The percentage of each type can be seen in the pie chart below:
Making up the largest percentage is a noun phrase, with 20 slogans (account for 40%)
The slogan "Energy Coffee - Life-Changing Coffee" consists of two key phrases, both centered around the main noun "coffee." Each phrase is enhanced by its respective modifiers, "energy" and "life-changing," emphasizing the transformative qualities of coffee.
- “ Cà phê cho phái đẹp ”( 17) contains the main noun which is “cà phê”, followed by post-modifier “cho phái đẹp” which expresses the target of the main noun
- In the next slogan “ Cà phê của giàu có và hạnh phúc ”, (18) the central part “cà phê” precedes a conjunction “của” and the noun phrase “giàu có” and “hạnh phúc”
- Similarly, the slogan “ Năng lượng của thành công ” (19)also has the main noun
“Năng lượng” followed by conjunction “của” and the post-modifier “thành công”
The slogans "Cà phê triết đạo" and "Cà phê sáng tạo" share a common main noun, "Cà phê," highlighting their focus on coffee Both slogans feature post-modifiers that are derived from nouns, emphasizing distinct themes related to coffee.
“triết đạo” and “sáng tạo”
- The marketers use the same structure for slogan “ Khát vọng chữ I ”(4), and slogan
“ Chinh phục chữ S ” (29) The two main nouns “Khát vọng” and “Chinh phục” are followed by post-modifiers “chữ I” and “chữ S” respectively
Figure 3.2: Types of Vietnamese slogans in terms of syntax
Noun phrases Sentences Verb phrases Adjective phrase
The slogans "Pure from premium coffee beans" and "Pure from passionate people" follow a similar structure, with the main noun "Pure" leading the phrase, followed by the conjunction "from" and two descriptive noun phrases These noun phrases consist of the quantitative pre-modifier "premium" for "coffee beans" and "passionate" for "people," highlighting the quality and dedication behind the products.
- The slogan “ Nước cốt cà phê ” (5) has the main noun “nước cốt”, followed by post- modifier “cà phê”
- Next, in “ Cà phê thứ thiệt ”, (22) the central part is taken by the noun “cà phê” and the descriptive post-modifier is “thứ thiệt”
- The slogan “ Hương vị Việt Nam hơn ” (11) has the main noun which is “Hương vị”, preceding a proper name “Việt Nam” and the comparative “hơn”
The slogan "Delicious to the Last Drop" features the key phrase "Delicious," followed by the conjunction "to" and the phrase "the Last Drop," where "Drop" is the main noun, modified by "Last."
- “ Cà phê nguyên chất ” (12) has the main noun “cà phê” and the descriptive post- modifier “nguyên chất”
- “ Tuyệt phẩm cà phê Ý ” (6) has the pre-modifier “tuyệt phẩm”, the central part “cà phê”, and the post-modifier “Ý” Similarly, “ Tinh tuý vị thời gian ” (9), and “ 100% cà phê
Việt Nam ” (10) have the same structure
"A good day with coffee" features the central phrase "A good day," which is a noun phrase centered around the main noun "day." This is preceded by the determiner "a" and enhanced by the adjective "good." The phrase is complemented by the post-modifier "with coffee," adding a delightful element to the overall meaning.
- “Hương vị cuộc sống” (44) has the central part “hương vị” and the following part
The slogan "Nơi chia sẻ cảm xúc" translates to "A place to share emotions," emphasizing the concept of a dedicated space for emotional expression The key element is "nơi," which serves as the foundation, followed by the action "chia sẻ" (to share) and the focus on "cảm xúc" (emotions) This phrase encapsulates the essence of creating a supportive environment for individuals to communicate their feelings.
The Vietnamese phrases "trải nghiệm" (experience) and "hoài niệm" (nostalgia) exhibit a unique linguistic feature where they can function as both verbs and nouns without any change in form However, when these terms are accompanied by adjectives, they clearly take on a noun role This duality highlights the flexibility of the Vietnamese language, allowing for rich and nuanced expression.
- “Sức sống đại ngàn” (49) has the main noun “sức sống”, following by noun “đại ngàn”
Standing the second rank is sentence, making up 30% of the slogans
- The slogan “ Cà phê đong đầy tình yêu ” (24)
Cà phê (S) đong đầy (V) tình yêu (postmodification), in which the postmodification is a noun phrase
- “ Cà phê (S) là (V) câu chào buổi sáng ý nghĩa nhất ” (25)
- “ Cà phê tươi (S) cho những ý tưởng mới (V) ” (27)
This slogan is a combination of two noun phrases In each phrase, the main noun is “cà phê” and is followed post-modifier “năng lượng” and “đổi đời”
- “ Một ly cà phê ( S)- nâng cao tinh thần ”(V)
- “ Cà phê – Khởi đầu của mọi ý tưởng ” (28)
- “ Khởi đầu (S) của mọi ý tưởng (V)”
- “ Tinh thần minh mẫn (S) – Giải tỏa căng thẳng (V) ” (28)
- “Cà phê (S) là thứ giết thời gian tốt nhất (V)” (30)
- “Cà phê (S) đầy tình bạn (V)” (32)
- “Cà phê (S) tốt cho tài năng (V)” (34)
- “Cà phê (S) ngon hơn khi cùng nhau (V)” (35)
- “Cà phê (S) khiến ta mạnh mẽ hơn (V)” (40)
- “Cà phê sạch, cuộc sống sạch, (S) vì sức khỏe cộng đồng (V) ” (41)
- “Thêm chút đường cà phê (S) có ngọt (V)?” (42)
- “Cuộc đời (S) bỗng nhiên nằm gọn trong một tách cà phê (V)” (50)
Standing the third rank is verb phrase, making up 26% of the slogans
- The slogan “ Khơi nguồn sáng tạo ” (1) has the main verb “Khơi nguồn”, preceding noun “sáng tạo”
- “ Mang đến hương vị đầy cảm xúc ” (13) has the main verb “Mang đến”, and the subjunctive “hương vị đầy cảm xúc”
Several slogans share a similar structure to "Bringing flavors full of emotion," such as "Awaken all senses," "Start with coffee, end with coffee," "Want it to be possible - Have coffee," "Awaken dreams with a cup of coffee," and "With enough coffee, anything is possible."
- “Cho hương vị buồn vui lẫn lộn” (31) has the main verb “cho”, and the subjunctive
“hương vị buồn vui lẫn lộn”
- “Sống cùng đam mê” (45) carries the main verb “sống”, and the subjunctive “cùng đam mê” which is formed by a preposition “cùng” and a noun “đam mê”
- “Căng thẳng cuộc sống – Đã có cà phê” (36) has two main verbs “căng thẳng”, and
“đã có” and the subjunctive “cuộc sống” and “cà phê”
- “Có cà phê – Uống mê ngay” (37) also carries two main verbs “có” and “uống”, and the subjunctives “cà phê” and “mê ngay”
- “Sống cùng đam mê” (45) has the main verb “sống” and the subjunctive “cùng đam mê”
- “Thưởng thức theo cách của bạn” (48) – the main verb is “thưởng thức” and the subjunctive is “theo cách của bạn”
And lastly, adjective phrases make up 4% of the slogans The specific structures of each slogan can be seen as below:
- “Đen như đêm, ngọt như tội lỗi” (38) – the main adjectives “đen” and “ngọt” preceding the post-modifier “như đêm” and “như tội lỗi”
- “Nồng nàn hương vị Việt” (43) has the main adjective “nồng nàn” followed by post- modifier “hương vị Việt
Vietnamese slogans typically feature main nouns, which may derive from adjectives (like "Thuần khiết" or "Thơm ngon") or verbs, such as "Chinh phục." These slogans are predominantly structured as noun phrases, emphasizing brevity and clarity Often, they include pre-modifiers to convey quantitative meaning and post-modifiers to refine the main nouns' significance In some cases, the slogans consist solely of the main nouns followed by post-modifiers, which can be either single nouns or small noun phrases.
Semantic features of coffee advertising slogans in English and in Vietnamese
Based on the theories by Leech, Pardede presented above, the writer analyzes the English slogans from a semantic aspect as below
The specific slogans expressing different types of meanings are listed as below:
Conceptual meaning 1 Find your glow (2)
4 Starbucks Doubleshot Bring on the day (17)
7 Coffee is all about choice (31)
10 Coffee: The official beverage of brainstorming (46)
Connotative meaning 1 Double the you (1)
6 Hot and fresh coffee all around (32)
Figure 3.3: Types of English slogans in terms of semantics
Conceptual meaning Connotative meaning Affective meaningReflective meaning Thematic meaning
9 The world is just a few sips away (40)
10 All coffee is NOT created equal (41)
11 Coffee puts a spring in your walk (44)
Affective meaning 1 Start the day with great taste (4)
3 Taste the best of summer (8)
4 Our way of loving you back (10)
6 Beware of a cheaper cup of coffee It comes with a price
7 Here’s to the best part of your day (21)
8 We’ve always been crazy about coffee Now we’re certified (24)
9 This season, the cup is just the beginning (25)
10 Sweet dreams start with coffee (30)
11 The first choice for good coffee (34)
12 Life is short Drink good coffee (42)
2 It’s not just coffee It’s Starbucks (19)
3 You’re a sip away from GOLD (20)
Thematic meaning 1 The best coffee for the best YOU (12)
2 Work hard and play harder (16)
3 Because that’s your name right next to ours (27)
4 You are what you drink So what do you want to be today?
6 It’s not just what you’re buying, it’s what you’re buying into (23)
10 Keep calm and coffee on (50)
As mentioned above, the conceptual meaning expresses the meaning taken from dictionary
By comparing the meaning that we understand with the meaning in the dictionary, the author found some slogans expressing conceptual meaning as below:
The term "glow" encompasses not only the "brightness or warmth of color" but also signifies a "warmth of feeling or emotion" and a "sensation of warmth." This dual meaning aligns perfectly with the mission of the coffee branch, which seeks to share a sense of care and connection through its offerings.
Customizing refers to the process of altering or adapting something to meet the specific preferences of the owner or user, as defined by the Oxford Learners' Dictionary This concept is similar to how coffee shops cater to their customers by allowing them to personalize their coffee orders to their liking.
Coffee that inspires (9) Based on the Oxford Learner Dictionary, the word “inspire” means
The product is designed to inspire and uplift individuals, instilling a sense of desire, confidence, and enthusiasm to excel As a beverage that stimulates the mind, it aligns closely with its purpose of nurturing the human spirit—one person, one cup, and one community at a time.
Starbucks Doubleshot Bring on the day (17)
“Bring’ is defined as “to come with somebody/something” by Oxford Learner's Dictionary
The Starbucks coffee drink bottle is designed for everyday convenience, allowing customers to enjoy their favorite beverage on the go This portable option enhances the overall experience, making it easier for consumers to incorporate Starbucks into their daily routines.
The Oxford Learner Dictionary defines "morning" as the early part of the day, lasting until noon or before lunch, emphasizing its significance as the ideal time to enjoy coffee This highlights the essential role of coffee as a morning beverage that helps people kickstart their day.
“wait” is defined by Oxford Learners’ Dictionary as “to stay where you are or delay doing something until somebody/something comes or something happens” Connecting to the
43 hobbies of the users, they often start their day with a cup of drink before starting their work
It is close to the purpose of the advertisers
Coffee is all about choice (31)
There are so many types of drinks in our life Choosing what for drinking is up to the one who gives the decision
According to the Cambridge Dictionary, "power up" refers to the process of activating something that requires energy to function Similarly, our brains need a boost each morning to wake up and prepare for the day, and that essential energy often comes from coffee.
Caffeine, a stimulant chemical found in beverages like tea and coffee, is particularly prevalent in coffee, making it a popular choice for those who are coffee enthusiasts.
Coffee: The official beverage of brainstorming (46)
Brainstorming, as defined by the Cambridge dictionary, is a collaborative activity where individuals come together to generate a multitude of innovative ideas for potential development To effectively stimulate creativity and encourage participants to think outside the box, a catalyst is often needed Coffee serves as the perfect stimulant, helping to enhance focus and inspire new thoughts during these brainstorming sessions.
According to the Cambridge Dictionary, one definition of peace is a state free from interruptions or disturbances caused by worries, problems, noise, or unwanted actions Interestingly, many people choose to drink coffee as a way to unwind and achieve this sense of relaxation.
Marketers often utilize slogans that convey deeper meanings, aligning with Leech’s theories on connotative meaning These slogans serve to express or imply additional significance beyond their literal interpretation.
According to Merriam-Webster, "double" signifies an increase to twice the amount or number In this context, "double the you" refers not to creating another version of oneself, but rather to the idea of an imaginary companion, akin to a cup of Starbucks, enhancing the experience of enjoying drinks with customers.
According to Merriam-Webster, “drink” means “to take in or suck up,” and “moment” refers to “a comparatively brief period of time.” While a moment isn't a physical entity that can be consumed, the phrase “drink the moment” can be interpreted as a metaphorical expression akin to “drink of the moment.” This imagery invites customers to savor and appreciate fleeting experiences, creating a deeper connection with the concept.
Holidays may not be tangible experiences we can smell or taste, but this unique coffee blend captures the essence of those festive flavors, allowing us to savor the spirit of the season in every sip.
“taste” of the cup of coffee that makes people feel like they are living in the holidays
Fuel, as defined by the Oxford Learners’ Dictionary, refers to any material that generates heat or power when burned However, in this context, the term "fuel" serves as a metaphor for coffee, symbolizing the energy boost it provides to customers enduring a long working day.
The term "buy" refers to acquiring something through monetary exchange, as defined by the Oxford Learners’ Dictionary However, the concept of buying time can be interpreted in various ways, such as gaining moments for relaxation or contemplation This slogan suggests that the coffee we purchase provides us with an opportunity to pause, think, and unwind.
Hot and fresh coffee all around (32)
There are so many type of drinks in our life So choosing coffee or other types of drink is up to us
A comparison between coffee advertising slogans in English and in Vietnamese 58 1 A comparison between coffee advertising slogans in English and in Vietnamese
3.5 Type of slogans in terms of syntax
In English, syntax refers to the combination of words to form sentences, while in Vietnamese, it serves to express events, highlighting the expressive function of language Both English and Vietnamese authors analyze language through their own syntactic structures Quirk (1985) identifies five levels of English syntax: morphemes, words, phrases, clauses, and sentences, with morphemes being the smallest language units that combine to create words Words form phrases, phrases create clauses, and sentences represent the largest structure In contrast, Vietnamese syntax resembles phrases more than sentences, as sentences serve to announce information, whereas syntax and phrases focus on expression Ultimately, the distinction lies in syntax's ability to convey the realities of the foreign language world, structuring expressive meaning based on native perceptions.
Combining the theories with the analysis above, we can see the similarity and differences between English slogans and Vietnamese ones in terms of syntax
Marketers utilize diverse structures for their slogans in both English and Vietnamese, incorporating phrases and sentences to effectively convey their intended messages This variety allows for a tailored approach, enabling marketers to express their ideas succinctly or in greater detail, depending on their objectives and target audience Short phrases are particularly effective for creating concise slogans, while complete sentences serve to communicate more complex ideas Notably, phrases, including verb phrases, are the most commonly used structure in slogan creation.
59 noun phrase) As ranked by Quirk, a phrase is constructed from word or words Therefore,
A successful slogan should be brief and memorable, effectively conveying a complete message to customers This approach highlights the key characteristics of effective slogans: their simplicity and ease of recall.
English and Vietnamese exhibit distinct syntactic structures, necessitating different analytical techniques English slogans demonstrate a wider variety of structures, incorporating verb phrases, noun phrases, adverbial phrases, clauses, and sentences, while Vietnamese primarily utilizes verb phrases, noun phrases, adjective phrases, and sentences The structural types in English slogans are more evenly distributed, whereas Vietnamese slogans predominantly emphasize noun phrases Additionally, English categorizes elements with greater detail and diversity, featuring three types of verb phrases (VO, VOA, VOC) compared to the simpler structure in Vietnamese, which relies on the central part and subjunctive English clauses are notably more varied, encompassing structures such as SV, SVC, SVA, SVO, SVOA, SVOD, SVCA, and SVAO, while Vietnamese clauses typically follow the S-V format Furthermore, Vietnamese slogans often share similar structures, as seen in examples like “Cà phê triết đạo” and “Khát vọng chữ I,” whereas English slogans lack such uniformity.
3.3.2 A comparison between coffee advertising slogans in English and in Vietnamese in terms of semantics
3.6 Type of English slogans in terms of semantics
3.7 Type of Vietnamese slogans in terms of semantics
Slogans in both English and Vietnamese convey different types of meaning that align with their context Many slogans express similar meanings but through various interpretations In English, conceptual meaning predominates, delivering direct messages using dictionary-defined terms, while in Vietnamese, the original meaning closely mirrors this conceptual approach This straightforward communication creates a lasting impression on customers Additionally, connotative meaning is employed in slogans to evoke imagery and associations that relate back to the brand, enhancing customer recall through indirect messaging.
English slogans convey a rich variety of meanings, including conceptual, connotative, affective, reflective, and thematic meanings, often reflecting the attitudes of advertisers and marketers In contrast, Vietnamese slogans tend to emphasize the original meaning, delivering a more direct message to consumers This distinction highlights how English advertisers incorporate emotional and thematic elements, while Vietnamese advertisers focus on clarity and straightforwardness Additionally, the use of varied structures in slogans enhances their memorability and effectiveness, allowing brands to create lasting impressions and establish a common image for their products.
Summary
This chapter examined the syntactic and semantic similarities and differences between English and Vietnamese slogans employed by coffee companies for product advertising In conclusion, both English and Vietnamese slogans utilize distinct structures and meanings to create concise, memorable, and impactful messages, adhering to effective advertising principles.
61 slogans for marketing that the marketers must know and take advantage of language to make it short, easy to remember, and impressive