INTRODUCTION
Rationale
Together with the development of the world, thousands of new products and services are introduced everyday, which are in need to find an effective way to reach customers Most of products including food, beverages, medicines, airlines services, are presented to the public via mass media namely television, newspapers, magazines, the Internet, radio, etc Consequently, manufacturers take advertisements into consideration as a key tool to spread their goods worldwide
Advertisements play a crucial role in economic, sociological and psychological viewpoints Using advertisements is considered the solution of seeking a channel for organizations or companies to reach out the world with their messages Slogans are taken as the heart of advertisements and cover the most focusing points sent to customers by the advertisers However, the question to create a good and successful slogan to bring in customers‟ mind the image of the product and encourage them to buy is not always at ease Therefore, with advertisers, the art of using some valuable words in slogans requires a deep understanding of phonology, lexicology, syntax and other elements
As concerning much about advertisements which appear in high frequency on newspapers and magazines, the researcher realizes that real estate advertisements seem to take much room among other kinds of advertisements Due to theirs stereotype, real estate advertisements focus on the facility of living and they employ language as a presenting tool to emphasize that However, in Vietnamese, the real estate advertisers seem not to pay much attention to their slogans as there is no focusing point for customers to memorize about the product or service In this field, the numbers of slogans which can carve an unforgettable impression on customers‟ mind are rare Whereas in English, real estate advertisers try their best to create a sharp and smart slogan to attract their potential customers and there exist many outstanding slogans worldwide Thus, the situation is to put advertisers to questions about what is a good slogan, and which linguistic features should be included in the slogan to make it a successful one Therefore, “A Contrastive Analysis of English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements” is intentionally carried out to provide some useful knowledge of language used in real estate advertisements for English teachers and learners as well as Vietnamese advertisers.
Aims and objectives of the study
The aim of this study is to analyze and figure out the similarities and differences in the linguistic features of real estate advertising slogans in English and Vietnamese language
Due to the aim stated above, the study will focus on some features of real estate advertising slogans of English and Vietnamese in terms of phonology, lexicology, syntax, as well as draw out some hints for Vietnamese advertisers, especially in real estate services which may help to improve their effectiveness and professionality
Phonological features play a vital part in creating the sounds of the slogan when reading aloud so that customers can be impressed and remember the product better
Lexical features are necessary elements to understand the purpose of the advertiser toward his target customers, the strategies he employs to shorten the distance between the producer and the customers in the indirect communication
Syntactic features use types of sentences, phrases, word order to express the purpose of the advertiser in the form of language Without these syntactic features, slogans cannot be created and therefore, the purpose of the communication between the advertiser and customers is not achieved.
Research question and approaches
Due to the aims and objectives, the study is conducted to answer the following question:
What are the similarities and differences between English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements in terms of phonological, lexical and syntactic features?
This study employs descriptive, contrastive and statistic approaches since they mainly involve collecting data and describing the features without any experiments These approaches help to investigate the frequency of some linguistic features of real estate slogans in English and Vietnamese.
Scope of the study
All the slogans investigated in this study are taken from the printed advertisements of popular real estate companies and groups in English and
In this study, phonological, lexical and syntactic features of real estate slogans in English and Vietnamese are extensively discussed.
Significance of the study
Both theoretical and practical aspects are considered the values of the study In theory, the research helps to find out typical linguistic features used in real estate slogans in English speaking countries and Vietnam In practice, it helps English learners to be aware of those linguistic features in learning and practicing daily English and to promote Vietnamese advertisers to create new and emphasizing slogans for Vietnamese real estate market.
Design of the study
The study consists of three parts, entitled “INTRODUCTION”,
Part one Introduction states the identification of the problems, the research question, objectives, scope, significance and the design of the whole study
Part two Development composes of three chapters, namely Literature review,
Methodology, Findings and Discussion, respectively
Part three is the Conclusion which summarizes typical findings of the study, involves contributions of the research and suggests further research
The study ends with the References and Appendices.
Review of previous studies
There are many researches worldwide which have been carried out in every aspect of the matter related to advertisements in English and covered the features of advertising language Some famous titles generally mentioned the language of advertising such as “Words in Advertisements” by Myers (1994), “The language of advertising” by Goddard (1998), or “Advertising as communication” by Lars
(1999) In Vietnam, some outstanding researches on the language of advertising include the one written by Phung with “Vấn đề quảng cáo” (1992), “Về đặc điểm của ngôn ngữ quảng cáo” (1993) by Tran and Nguyen , “Một vài nhận xét bước đầu về ngôn ngữ quảng cáo” by Nguyen (1993), Mai with “Các đặc điểm của ngôn ngữ quảng cáo dưới ánh sáng của lý thuyết giao tiếp” (2001) These works mainly discuss the functions, structure and wording used in advertisements
There are also some other studies focus on some certain features of advertising language Some typical examples are “The discourse of Advertising” by Cook
(1992), “The use of metaphors on online advertising” by Anderson (1998),
“Advertising language: A pragmatic approach to advertisements in Britain and
Japan” by Tanaka (1999), and one written by Ton with “A discourse analysis of travel advertisements in English and Vietnamese” (2005)
The aspects of advertisement has also been studied in many M.A theses carried out at institutional level in ULIS with some aspects of advertising language, such as one in English language used in airline service slogans by Bui (2010) and another one “Presupposition and implicature in English and Vietnamese
All these works have covered typical features of advertising language in general and slogans in particular in terms of semantics, discourse and pragmatics In the spirit of inheriting and upholding the previous studies, however, the contrastive analysis of advertisement between the two languages, especially in some specific fields such as real estate, is not commonly covered Therefore, what is done hereafter is to figure out some similarities and differences in other certain linguistic features between collected English and Vietnamese real estate advertising slogans.
Discourse
Discourse has been identified as a major focus of research in diverse intersecting disciplines Due to its widely applied in many different aspects of the multidisciplinary area, the term discourse is researched under various viewpoints
Cook (1989:7) considers discourse as a composition of “one or more well-formed grammatical sentences”; this term, however, was previously explored by Halliday and Hasan (1985:3) and regarded as functional language Crystal (1992:25) defines that discourse is “a continuous stretch of language larger than a sentence, often constituting a coherent unit”, such as argument, joke or narrative
Basing on these definitions above, advertisements and advertising slogans are unquestionably discourses because they serve as a means of communication and they are found coherent by their customers They themselves convey the messages from manufacturers or service providers to their customers and slogans are considered the concise ways to cover those messages
According to Fairclough (2003), “any actual instance of language in use” is a text In other words, text can be “written or printed” articles, or even “transcripts of
(spoken) conversations and interviews, as well as television programs or web- pages” However, Mey (1993:184) defined that text is “not a particularly helpful or interesting concept in understanding human speech behavior” as it may not support the understanding of a particular speech without mentioning other elements such as speaker, listener, the relationship between them, spatial element Fairclough also claimed that there exists a close relationship between text and discourse, as “any analysis of texts which aims to be significant in social scientific terms has to connect with theoretical questions about discourse”, and conversely, “no real understanding of the social effects of the discourse is possible without looking closely at what happens when people talk or write” Therefore, text is an essential part of discourse but discourse analysis is not “merely the linguistic analysis of texts” (Fairclough, 2003)
From these viewpoints, it is concluded that advertisement, the main target of this study, is discourse as it reflects the relationship between advertisers and customers in the act of buying and selling and the effect of advertisement to customers on the process of purchasing.
Discourse analysis
In Nunan (1993:10) context is considered as “the situation giving rise to the discourse and within which discourse is embedded” While Cook (1989) claims that context is “knowledge of the world outside language” which helps to understand and interpret the messages in both spoken and written form Thus, it can be concluded that context and discourse are inseparable
1.3.2 Role of context in discourse analysis
According to Hymes (1962) context is seen as a limit of the range of possible interpretations, and on the other hand, a supporter of the intended interpretation as context can “support a range of meanings” Context, as well as other components namely social phenomena, social relationships and cultural factors, has influence on the language phenomena, whilst the language phenomenon is also a target to study of discourse analysis
Hymes mentioned the features of context which is relevant to reading and interpretation of discourse, including Adresser and Adressee, Audience, Topic, Setting, Channel, Code, Message-form, Event, Key, Purpose.
Advertising as a form of communication
According to Jeremy Bullmore, director of Wire and Plastic Products (WPP) advertising is “any paid-for communication overtly intended to inform and/or influence one or more people” In the light of American Marketing Association
(AMA), advertising is defined as “the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas”
It is clear that both the two definitions emphasize advertising as non-personal communication In other words, advertising is not aimed at any individual, but at a group of people, generally the public Because of this feature, advertising, along with essential components namely information, media and other components of advertising, should be limited by the law of a country, the moral standards and people‟s psychology In addition, it is the fact that advertising is money-spinning for its value given from its well-chosen and relevant language with great impact and persuasion
Advertisement is defined by AMA as “any announcement or persuasive message placed in the mass media in paid or donated time or space by an identified individual, company, or organization” In other words, advertisement is the act or process of advertising
The model below shows the process of transferring advertising information or messages between advertisers and customers in which the context may affect the use of language
As discussed, when analyzing the context of a particular discourse, the first components to be mentioned are the addresser and addressee of the underlying message In the communication of advertisements, the two main participants are the company and the customers It has been already clear that the purpose of any advertisements is to emphasize the quality of a product and to impress the targeted customers so that the trading choice can be made, thus, the language used to direct the readers of these advertisement should be manipulated exotically The selected channel in the current study is printed media In this channel, the whole intended message is encoded in the form of linguistic text only, which determines that linguistic features play the essential role in creating the impression of the targeted buyers As each piece of advertisement only promotes the sales of one particular range of products, thus, a vocabulary focus on the field of those products is also necessary By this, the content expressing what customers can benefit from the products will be impressively directed Besides, since the form of an advertising slogan must always be brief and informative, the use of the linguistic devices should be carefully considered
Since its introduction of the American advertising and sales pioneer Lewis
(1898), and generally attributed in the marketing and advertising literature by Strong (1925), functions of advertising have been known with the term AIDA (Attention, Interest, Desire, and Action) Although the primary objective of advertising is to persuade the receiver, it may reach this objective in different ways with its functions
(1) Attention: this is the first step to achieve persuasion All advertising slogans try to reach customers‟ attention in some special ways, even silly or weird due to the fact that unusual things often remain longer in customers‟ minds than any other normal ones
(2) Interest: the advertisement should attract customers‟ interest in its product
This is built up by eye-catching images, entertaining advertising plots, amusing music melodies, or remarkable slogans After the interest is roused, the customers will learn more about it and the purpose of the product is reached
(3) Desire: depending on customers‟ need, advertisements emphasize the necessity of the product and gain its merits This strategy boosts customers‟ want on the product and encourages customers to purchase one
(4) Action: after concerning costumers‟ desire, it is likely that purchasing is aroused and the purpose of the advertisers is successfully achieved
It is required that different target customers or product types concern different advertising methods According to Bovée & Arens (1989), the advertisements can be classified into four groups by factors as geographic area, medium, and target audience
(1) Geographic areas: local, regional, national and international advertisements
(2) Advertising medium: print and electronic advertisements
(3) Target audience: consumer and business advertising
Most advertisements on television, radio, magazines, and newspapers are called Consumer Advertisements, for their covering of daily consumed products including foods, drinks, transports, electric appliance and so forth Although people are unpleasant with ads spreading in printed papers and other media, they still need a source of information to guide their purchases Therefore, it is absolutely necessary for advertisers to draw customers‟ attention
For those who are not involved in business, they may rarely see business advertisements Consequently, while most consumer advertisements are shown on mass consumer media, business ads tend to appear in specialized business periodicals, business emails, or sometimes in trade shows with specific business areas
According to Fletcher (2010) and Hoxie (2011), a standard structure of an advertisement consists of these following components:
(1) Headline: words that will be read first are positioned to get the most attention A good headline will introduce the product to customers or at least attract customers‟ curiosity about the product
(2) Sub-headline: it is needed when the headline cannot cover the advertiser‟s idea It is used to explain, clarify or emphasize the outstanding characteristics of the product
(3) Slogan: this is a phrase or a short simple sentence focusing on the important features or advantages of the product, the ones that advertisers intentionally send to audience Therefore, it should always be short and memorable to draw customers‟ attention
(4) Body: it is the logical continuation of headlines and sub-headlines The body should act as a campaign and must explain how the advertised product satisfies customers‟ need
(5) Visualization: the advertisement can be more memorable and attractive to customers when visual image is attached to it Visual effect can work as a transmitting device to support advertiser‟s idea and avoid misunderstanding caused by wording
(6) Trademark: this is the distinctive name helps to differentiate similar types of products It is vital since it is used to avoid customers‟ confusion while purchasing
Advertising slogan as a part of an advertisement
According to Oxford Dictionary, a slogan is “a word or phrase that is easy to remember, used for example by a political party or in advertising to attract people’s attention or to suggest an idea quickly” It means that, generally, a slogan is a memorable saying used in political, commercial, and some other contexts to express an idea or purpose In particular, advertising slogan is a verbal logo appearing just under or beside the brand name of the product It is also the short message of the whole advertisement which advertisers want their customers to memorize most, and it is reminded by customers first when they think about the product
Interestingly, slogans are often referred to with various terms in different countries
Countries Terms to refer slogans
The UK Endlines, end lines, straplines
The USA Tags, tag lines, taglines, theme lines
The Netherlands and Italy Pay-offs, payoffs
Some others Rip-offs, Slogos (slogan by the logo)
Table 1.1 Different terms of slogan worldwide
1.5.2 Criteria of a good advertising slogan
In this thesis, real estate advertising slogans are the ones belong to the field of real estate, which are created by real estate advertisers in order to attract customers‟ attention and persuade them to buy the product Therefore, slogan is often one of the first elements that can impress customers and present outstanding characteristics of the product According to Simister (2013), a good advertising slogan should include the following criteria:
2 It recalls the brand name
5 It reflects the brand personality
10 It’s not in current use by others
Features of advertising language
According to McQuarrie and Mick (1996), a rhetorical figure can be defined as “an artful deviation in the form taken by a statement” The topic of rhetorical figures, or also known as figures of speech, is necessarily addressed in any kinds of advertising research with the three following reasons
(1) Newly available content analyses have demonstrated the pervasiveness of figuration in the language of advertising (Leigh 1994)
(2) The continued, inadvertent use of rhetorical figures in experimental protocols without the appreciation of their history and distinctiveness
(3) The paradigmatic ferment associated with the advent of postmodern (Sherry 1999), semiotic (Mick 1986), and text-based perspectives (Hirschman and Holbrook 1992) is conducive to a focus on rhetorical phenomena in advertising
(cited in McQuarrie and Mick 1996)
The framework that integrates a wide range of figures appearing in advertisements, therefore, should be covered in consumer research It takes the form of a tree diagram with three levels corresponding to figuration to two different modes of figuration, and to four fundamental, generative operations
Figure 1.2 A taxonomy of rhetorical figures in advertising
The figure shows the classical distinction between scheme and trope In the third level, four rhetorical operations, namely repetition, reversal, substitution, destabilization, are presented that distinguish different application in each
This study will adapt the framework proposed by McQuarrie and Mick in analyzing English and Vietnamese real estate advertising slogans in collected advertisements in order to find out similarities and differences of real estate advertisements in the two languages Based on the stock of real estate slogans collected, some outstanding features will be covered and presented Although there are many elements to create a meaningful and memorable slogan, such as phonology and lexicology (belong to the first rhetorical operation named repetition), syntax and semantics (belong to the second rhetorical operation called reversal), and so on; however, this paper will look at English and Vietnamese real estate advertisements in 3 aspects: phonological features, lexical features, and syntactic features
1.6.1 Phonological features 1.6.1.1 Use of rhyme
According to Merriam-Webster dictionary, rhyme is “correspondence in terminal sounds of units of composition or utterance” In other words, rhyme is the repetition of the last stressed vowel sound and all the sounds that follow it in two or more words
Don’t just book it Thomas Cook it! – Thomas Cook 1.6.1.2 Use of alliteration
Alliteration is a very useful poetic technique in which the initial consonant sounds of words are repeated in close succession By applying alliteration, the slogans can achieve the strong beating rhythm to create a repeatable sentence, and to reach readers‟ memory
Functional….Fashionable…Formidable… - Fila 1.6.1.3 Use of anaphora
Anaphora is the repetition of words at the beginning of phrases The presence of anaphora in slogans makes them stay focus on the benefits brought by the product
Early treatment Early cure - Gyne Lotrimin medicine 1.6.2 Lexical features
1.6.2.1 Use of lexical verbs a) Use of finite and non-finite verbs
Verbs which have the past or the present form are called finite verbs, while verbs in any other form (infinitive, -ing, or -ed) are called nonfinite verbs This means that verbs with tense are finite, and verbs without tense are nonfinite
Going beyond expectations – Malaysia Airlines British Airways To fly To serve - British Airways b) Use of modal verbs
The use of modals in general in advertisements aims to suggest the benefits of the products rather than to make categorical product claims This is characteristic of a softer, less aggressive sales approach
Betcha can’t eat just one - Lay‟s chocolate c) Use of tense of verbs
It refers to the correspondence between the form of the verb and the concept of time In advertising language, the common-used verb tense is the simple present
Thus the predominant tone of the advertisements is one of certainty, of the presentation of facts, complemented by the appellative function of the imperative
Ultra softness is all you need – Kleenex Ultra Catch the Spirit! – Spirit Airlines d) Use of voice
As usual in advertising, more active than passive verb constructions were found, attributing an active role to both the potential customer and the advertiser/product
No one knows the land like a Navajo – Mazda 1.6.2.2 Adjectives
The use of adjectives in advertisements is considered factual An additional point concerning the use of adjectives in advertisements is the relative scarcity of comparative and superlative forms The key to this lies in the use of numbers
THAI - Smooth as Silk – Thai Airways International The closest thing to paradise - Raintree apartments 1.6.2.3 Geographical names and brand names
Geographic feature is a crucial element that helps locate the origin of target object since it is essential for audience to identify and distinguish the different source of information or objects In the field of real estate, for example, brand names, and especially geographical names will act as good indicators of the place they are from, which helps customers a lot in choosing their product
Ultra softness is all you need – Kleenex Ultra THAI - Smooth as Silk – Thai Airways International 1.6.2.4 Use of negation
Negation is used as the stretch of language over which the negative meaning operates
Nobody does it like you – Hover Vacuum Cleaner 1.6.3 Syntactic features
There are many sentence types that are borrowed to construct a piece of writing; however, due to the requirement of a short and condensed slogan, it is the short simple sentence, imperative sentence and question that meet that demand
Hawaii starts here – Hawaii Airlines
In the sentential level, one element that needs to be covered is the use of personal addressees In English, the use of personal addressees is very common due to its benefit of establishing the relationship between speakers and audience
According to Hymes (1964) and Cook (1992), addressers and addressees are crucial elements in communication It seems that the second addressees are used to shorten the distance between the speaker and audience, create face-to-face communication, and make promises or guarantee about things
Nobody does it like you – Hover Vacuum Cleaner We’ll take more care of you – British Airways 1.6.3.2 Phrasal level
According to Merriam Webster, phrase is known as “a group of two or more words that express a single idea but do not usually form a complete sentence”
Various types of phrases are employed such as noun phrases, verb phrases, adjective phrases, etc They are so concise and straight that they are beyond our power to do any addition or subtraction
Lower fares, fewer restrictions – American West Airlines 1.6.3.3 Repetition of structures
Parallelism is the similarity in structure of two clauses or sentences to serve the need of special effect in layout or sounding of language It is vital that parallel structure must follow strict regulations in terms of parallel language, number of words, parallel words, the harmony in rhyme and sounding
Fly high, pay low – Germanwings Service you deserve People you trust - McGinnis
As an indispensable part of an advertisement, advertising slogans also bear these linguistic features The next chapter will look at these features in terms of phonology, lexicology and syntax.
Research approaches and methods
To figure out the answer for the objectives of the study, these following approaches are employed
The descriptive approach, according to Seliger & Shohamy (1989), involves
“a collection of techniques used to specify, delineate, or describe naturally occurring phenomena without experimental manipulation” This study is considered a descriptive study since it mainly involves collecting data and describing the features without any experiments This approach aids to investigate the frequency of the occurrence of some linguistic phenomena among the slogans of some famous real estate agencies in English and Vietnamese
The contrastive approach is employed to point out some similarities and differences in real estate slogans in English and Vietnamese This approach helps to identify the typical features of slogans in both languages and avoid some mistakes in creating advertisements
The statistic approach is applied to calculate the statistics in terms of proportion and frequency It is necessary for the reliability of conclusions in the study The statistical results are presented in tables in order that the distinctive linguistic features of English and Vietnamese real estate slogans are clearly covered.
Research question
Due to the aims and objectives of the study mentioned earlier, the study is conducted to answer the following question:
What are the similarities and differences between English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements in terms of phonological, lexical and syntactic features?
In the study, phonological, lexical and syntactic features of both English and Vietnamese real estate advertisements are conveyed in order to answer the given question.
Data collection instruments
This study collects 45 slogans from the advertisements in English and other 45 ones in Vietnamese to figure out some common features in the language used by real estate advertisers The slogans are mostly taken from printed advertisements of large real estate groups or famous real estate companies
Fifteen newspapers and magazines in English published in England and America in the period of 2011-2015
Fifteen newspapers and magazines in Vietnamese published in the period of 2011-2015
These newspapers and magazines are selected due to their popularity and their target audience
The population of 45 real estate slogans in English and 45 ones in Vietnamese to be investigated is considered large enough as it includes some national real estate groups in English-speaking countries and in Vietnam, and the number of slogans are sufficient to cover some general language features of real estate advertising in both languages.
Research procedure
Particularly, after the aim of the study is set, data is collected from printed media including newspapers, magazines, and leaflets Accordingly, the procedure of the study will follow:
(1) Collect 45 real estate slogans from English and Vietnamese from printed advertisements
(2) Examine and analyze the phonological, lexical and syntactic features of those slogans
(3) Figure out the proportion of slogans using each feature to find out the outstanding trend among them
(4) Identify the similarities and differences between English and Vietnamese real estate slogans in terms of those linguistic features mentioned above
(5) Propose implications and suggestion for teachers and learners of business English as well as advertisers in the field of real estate
As mentioned earlier, a slogan is the most condensed and meaningful message is sent to customers by the advertiser, it is clearly understood that all the single components contribute to the success of the communication process between customers and advertisers Due to the length of a slogan, some common ideas should be taken into consideration:
The sounds of the slogan when read out An impressive slogan is certainly memorized by the customers, which can be achieved from the slogan‟s sounds in reading out, especially with the appearance of rhythms, alliteration
The words used to make the message understood What are some common words to use, how many words in average are needed, what structure to apply, etc are commonly investigated
The arrangement of the words chosen Some questions to be thought about such as Is the slogan a complete sentence or a phrase? What kind of sentence?
Chapter summary
The study focuses on the distinguished characteristics between English and Vietnamese real estate slogans in terms of phonology, lexicology and syntax In order to achieve the aims and objectives of the study, three linguistic approaches are employed, namely descriptive, contrastive and statistic approaches During the procedure of the study, 45 slogans in each language are collected from newspapers, magazines and other printed sources such as brochures, leaflets, posters The proportion of slogans using each feature is covered to compare and contrast the typical characteristics of real estate slogans in each language.
Phonological features
According to McQuarrie and Mick‟s framework (1996), in terms of phonological features, there include the repetition of sound, use of rhyme, use of alliteration and anaphora; however, due to the analysis of collected advertising slogans, use of rhyme and use of alliteration and anaphora are the aspects that are mostly used in the field of real estate
In both English and Vietnamese real estate advertisements, rhyme seems to be one of the most effective elements used to impress the customers about the product
It is commonplace to utilize the brand name and a word with similar rhyme to create a slogan
This technique is employed in English real estate slogans
If you can’t sell your home…I KEN – Ken William Light up your life at Lighthouse Square – Lighthouse Square
In the first example, the slogan employs the use of pun to repeat the sounds and emphasize the brand name in order to make a rhyming slogan The slogan reminds people of the American war time propaganda about the image of female workers with the poster of “We can do it” It also deems an intention to prove its ability and strength to persuade the customers as well as to emphasize its unique power in the field of real estate
The second example mentions a special place, the “lighthouse”, the navigational aid to direct sailors along the coastline The slogan intentionally refers to lighthouse as a symbol of navigator in the middle of the sea of various products and it is also a part of a beautiful life Through the slogan, the advertiser expects to make customers‟ life lightened up as the shine of the lighthouse, which always leads people home
Sometimes the brand name is mentioned without any actual rhyming, but a fall-back position is employed instead However, it seems ineffective since the brand name is not highlighted, and more importantly, this exception is not employed by real estate advertisers
Among Vietnamese real estate slogans collected, conversely, there exists no slogan including the brand name rhyming with other sounds Some Vietnamese slogans including rhyming in fall-back position For example:
Hồ nước trong xanh, cuộc sống an lành - D‟ Le Pont D‟Or Hoàng Cầu
This slogan shows customers the benefit of life in the area With the smart choice, customers can live in a lovely place with the presence of clean fresh air and beautiful view of the lake This is also the thing that real estate products try to reach and impress customers
The proportion of rhyme in English and Vietnamese real estate advertising slogans is shown in the table below:
Table 3.1 Slogan language at phonological level – use of rhymes
From the proportion, it is obvious that English advertisers tend to apply rhymes in creating slogans more often (13,3%) than Vietnamese one (4,5%), and among them, only two English slogans have a word rhyming with its brand name
The low proportion of slogans using this feature can be explained by the fact that it is never an easy task to create a rhyming slogan as it requires an art of using language from the advertisers The rhyming words carry with them the rhythm each time they are read aloud It can be agreed that slogans using this feature can be really successful in leaving an impression on its potential customers This should be considered by Vietnamese advertisers to formulate better slogans
3.1.2 Use of alliteration and anaphora
Table 3.2 Slogan language at phonological level – use of alliteration & anaphora
Some common English real estate slogans include the use of alliteration (8,9%):
Creating caring community - Cedar Run People passionate about property – Hinternoosa
The key words in the two slogans are created with identical beginning letters that makes rhythm for the slogan The first slogan emphasizes the importance of community where customers spend most of their time with the focus on its caring attitude; while the second pays much attention to the role of customers who actively involve and decide their home This is also the aim of any other real estate advertisers to show their devotion for their target consumers
However, in the stock of Vietnamese real estate slogans collected, there exists no presence of alliteration In fact, the use of alliteration is uncommon among slogans of all kinds of advertising, due to the fact that the brand name of many real estate agents usually consists of more than one word with different initial letters, which causes a difficulty in employing the art of repetition to create impressive slogans to the advertisers It is partly understandable due to the distinctive feature between Vietnamese as an isolated language and English as an analytic language
Instead, there are some Vietnamese slogans with anaphora:
Nơi đặt niềm tin – Nơi xây tố ấm - Khang Điền Kiệt tác của thiên nhiên Kiệt tác của con người - Hoa Binh Green City
Vietnamese advertisements appear to pay much attention to the product, where customers can enjoy a full life (nơi – the place) The beauty of the real estate product is also presented with much emphasis like a masterpiece (kiệt tác) And only one in English employs this technique:
Outstanding agents Outstanding results - Remax
It seems that Vietnamese slogans have more potential to use nouns to locate the product whilst English slogan prefers the use of adjective (outstanding) to evaluate and highly recommend about the characteristics of the company or group as a whole, but not an individual product With the percentage of 2,2% and 4,5 % of English and Vietnamese slogans using anaphora, it can be assumed that both English and Vietnamese advertisers have tried to apply anaphora in order to create a repeated sentence structure so that their slogans become more memorable despite its rare use.
Lexical features
Words Number Proportion Words Number Proportion
Table 3.3 Slogan language at lexical level – use of field words
In the field of real estate advertising in particular, there should be the use of some typical words of real estate field Interestingly, although the purpose of advertising is to persuade and encourage customers to purchase the product, the word “buy” or “sell” is seldom used The English slogan stock records only one out of 45 advertisements (2,2%) using the verb “sell” directly, whilst no Vietnamese slogan is witnessed
If you can’t sell your home….”I KEN” – Ken Williams Selling the lifestyle you deserve - Murphy & Murphy
It is assumed that although advertisers try to promote their product, the consumers are not given the feeling of spending their money Instead, some words related to the field of real estate are employed in order to impress customers with a new feeling of high-class life achievement Popular verbs found are live, deserve, call, await, want, come, create, choose, light up, look for; Yet, the most remarkable use of word recorded is “live” with 7 out of 45 slogans containing it, accounting for 15,6% Here are some examples:
How you live begins with where you live - Stoney Brooke Live the life you choose - Beverly-Hanks & Associates Your guide to living in paradise - Australia Properties Connection
These examples focus on what the advertisers want to bring to customers in order to meet the needs of the consumers In addition, there are other housing- relating words namely home, living, life, lifestyle, nesting place
Selling the lifestyle you deserve - Murphy & Murphy Your life Your style Your home - Patchen Oaks
Vietnamese real estate slogans, similarly, employ the housing vocabulary, such as cuộc sống (life), ngôi nhà (house), tổ ấm (home), phong cách sống (lifestyle) Interestingly, Vietnamese real estate advertisers have been successful in hitting the spot with customers‟ need when people all over the world tend to have their living close to the nature and back to the nature The term “thiên nhiên” appears 4 times out of 45 slogans, accounting for 8,9% Besides, some other terms denoting the living space such as “không gian sống, môi trường sống” are highly evaluated due to its repetition in Vietnamese slogans This can be explained that the current trend of living has been environmentally-friendly When bringing the idea into real estate slogans, Vietnamese advertisers have been successful in persuading and gaining customers‟ belief in the product
With the use of unique terms in the field of real estate, advertisers have created special effects when their selling product is houses or flats; whilst their customers, via the advertisements, may have the feeling of what they buy is a home, a nesting place However, due to the difference between the two cultures, the idea and focus of living is distinctive English advertisers try to persuade about the importance of individual living condition to their customers while Vietnamese advertisers emphasize link between the home with customers‟ surrounding and focus on the role of friendly environment with their life
3.2.2 Use of geographical names and brand names
Advertisers often seek for the ways to spread their brand name to customers
One of the best ways is to insert the brand name into advertising slogans so that whenever the slogan of the product is repeated, the brand name becomes familiar to customers In English real estate slogans, the advertisers mention their brand name to remind customers about their merits, their reputation and achievement
Light up your life….at Lighthouse Square! – Lighthouse Square
If you can’t sell your home…”I KEN” – Ken Williams There’s still time to make “The Creeks” your home! – The Creeks
In these cases, the two first slogans effectively employ the features of phonology as well as lexicology, with the presence of brand name and the combination of rhyme (light, life and lighthouse), or the use of pun and homophone (can and Ken) helps to create a unique and memorable slogan
These slogans also meet the requirements of a good slogan mentioned in the previous chapter, they recall the brand name (Lighthouse Square, Ken, The Creeks) and include a key benefit brought about by the product (light up your life, sell your home)
In Vietnamese slogans, however, the brand name may appear at the beginning of the slogan, for example:
Ecopark - Thành phố xanh tươi cuộc sống mát lành – Ecopark
The slogan of Ecopark deserves a great attention from customers due to its uniqueness and meaning Customers are impressed at the first sight when they hear the word “eco”, which inspires them about an environmentally-friendly area that they can enjoy a fruitful life
It is also followed by a clear explanation with thành phố - xanh, cuộc sống-mát lành, a well-chosen motif for most of Vietnamese customers nowadays whenever they consider buying a house This slogan not only well presents the message of the advertisers to customers, but also gives good impression on potential customers who have a good sense about nature
Particularly, there are some Vietnamese slogans containing geographical name:
Tương lai Phố Cổ - Mipec Riverside Nét châu Âu trong long Hà Nội - CT2B – HICC1
The slogan refers to a better place for people who have struggled life in narrow old houses and small stairs in the Old Quarter(Phố Cổ); therefore, customers may have a good insight into the product which reflects the future of people living in there
Similarly, the second example seems very professional and impressive as it targets a special group of customers, who may have experience living in some European countries (châu Âu ) This group of customers appears to be at high class and their needs for a living place are somewhat related to modern, charming and convenient location Therefore, the slogan is likely to be successful in intended group of customers with a smart choice of geographical name
However, the less frequency of brand names and geographical names in both English and Vietnamese real estate slogans can be explained that these names will make the sounds of the slogans unmelodic or not rhyming, especially because these names are often long or contain sounds which are not in harmony with other sounds of the slogans
Owing to the less presence or absence of some elements in lexical features in the stock of real estate advertising slogans, use of negation is not covered It is expected that in further studies, the feature can be covered with larger number of advertising slogans collected.
Syntactic features
3.3.1 Use of short simple sentences
Use of short simple sentences 13 28,9 % 1 2,2%
Table 3.4 Slogan language at syntactic level – use of simple sentences
As mentioned above, the slogan must be short and simple without complicated and meaningless Therefore, short simple sentences are often used to create advertising slogans because they are easy to remember, which meets the demand of a short but memorable advertising slogan
Service you deserve People you trust - McGinnis Gmac Real Estate
YOU deserve the ROYAL treatment - The enclave Hartland
In a different way, Vietnamese advertising slogans are rarely seen with the structure of a simple sentence
Despite its popularity in adverting in general, the use of short simple sentence in slogans is to make a complete message Both English and Vietnamese slogans hold up 28,9 % and 2,2 % respectively English advertisers tend to apply more simple sentences into their advertisements to cover their complete thought in comparison with Vietnamese ones
In addition, it can be seen that 100% of real estate slogans collected use the simple present tense as a claim of their ever-present and everlasting position
Table 3.5 Slogan language at syntactic level – use of imperative sentences
In an advertisement, the slogan is the last few words said Instead of using persuasive sentences or structures to encourage the purchase of customers, advertisers use imperative sentences to make the slogan direct to achieve their purpose
Call Pat ….for your Real Estate chat! – PAT Live the life you choose - Beverly-Hanks & Associates
In fact, in the advertising slogans in general and real estate slogans in particular, this use of imperative is necessary to encourage people purchasing the product (call, live) Psychologically, human tend to follow what they are told to do or what they are advised to do Therefore, at the end of each advertisement, by asking people what to do, advertisers are really successful in reaching customers‟ thought and urge them to buy the product In other words, the strength of selling products is gained
However, Vietnamese advertisers have not used the imperatives effectively as among the stock of slogans collected appears no Vietnamese slogan to suit this technique The Vietnamese advertiser may consider his customers important that he tries to pay respect to them even in the tagline of the advertisement
Not as common as the first two features, imperative sentence accounts for 6,7% in English slogans, which can be called a high ratio compared with other features
However, no imperative appears in Vietnamese slogans This can be explained that English real estate advertisers do not lose the chance to make full use of the urging sense of imperative sentences It is also suggested that Vietnamese advertisers should take this feature into consideration for their future slogan creation
Table 3.6 Slogan language at syntactic level – use of questions
Questions in the slogan help to raise the customers‟ curiosity about the product and want to find out the answer Many taglines beginning with questions achieve success in gaining consumers‟ interest It is surprising that the technique is only used in English slogans, accounting for 2,2%
Questions are not used commonly among real estate advertising slogans, as shown in the table As mentioned earlier, using question seems effective in raising customers‟ curiosity and increase the possibility of customers to purchase the product Therefore, obviously, the advertisers of the two languages should take question forms in consideration when creating impressive slogans
Looking for that PERFECT nesting place? - Williams Estates
The example applies a smart technique to inspire customers with a good feeling on the living place By doing so, the advertiser calls attention to a home sweet home with the impression on its “prefect” quality It seems not a normal house to live but a home sweet home for family to settle down and enjoy life
Table 3.7 Slogan language at syntactic level – use of phrases
Slogans are a kind of special writing form which can be created without subjects It can be functioned as effectively as sentences
Phong cách sống resort trong lòng đô thi - Vinhome Times City
Bản giao hưởng thiên nhiên - Vista verde
In English, this technique is widely applied:
Quality living at affordable price - The Fox Run apartment homes
Outstanding agents Outstanding results – Remax
Phrases are mostly chosen by real estate advertisers because this feature can ensure the briefness and condensedness of the slogans where only the most informative or the most important message remains The table above shows the large use of phrases in creating slogans in both languages In Vietnamese slogans, the proportion seems much higher than in English, 77% and 48,9%, correspondingly
Table 3.8 Slogan language at syntactic level – use of parallelism
It can be seen from the collected data that sometimes the advertisers use some kinds of parallel structures Actually, there are some rules of lexical and sounding aspects found in the examined Vietnamese slogans
Parallel language: two parts of the slogan are identical in the parts of speech, such as noun – noun, adjective – adjective, etc In addition, the slogan employs the use of rhyme, as well as inserts its brand name to create a memorable slogan and helps to distinguish it from other real estate slogans
Ecopark - Thành phố xanh tươi - cuộc sống mát lành - Eco Park
In the second example, the design of the real estate product is smartly mentioned with the two unrelated concepts vườn- phố It is common that houses on the street are often narrow with little or limited open air area However, this advertising slogan is successful in impressing and attracting customers to a luxury living place where people can enjoy every second of their life with full of fresh air and green garden
Number of words: two parts must be equal in the number of words 2/2, 4/4 or 6/6
Kiến tạo tổ ấm – Hạnh phúc vững bền - The Golden An Khánh Cuộc sống thịnh vượng Hạnh phúc vững bền – Goldmark city
The two slogans share the same number of words and similar structure of phrases In Vietnamese culture, housing is ranked first place because it helps people settle down to begin their life The focus of the products in here is not just a house to live, but a home sweet home The advertisers tend to analyze and emphasize the importance of living condition, and guarantee the result for customers‟ choice
English, in contrast, is not a tone language; although English advertisers employ parallel structures in their slogan, however, they do not follow these rules, and consequently, they may not success in reaching customers‟ memory this way
Outstanding Agents Outstanding results – Remax Service you deserve People you trust - McGinnis Gmac Real Estate
Parallel structures are employed in both English and Vietnamese slogans
However, due to its typical characteristics of tone language, Vietnamese seems more potential to create sounding-memorable slogans (20%), which cannot be applied effectively in English (13,3%)
Chapter summary
According to the theoretical background mentioned in the previous chapter, phonological, lexical and syntactic features of English and Vietnamese real estate slogans are investigated
Rhymes, alliteration and anaphora are commonly used to create memorable sounding slogans in both languages However, in the field of real estate, English and Vietnamese advertisers limit the use of these features Only 11% in English and 4,5% in Vietnamese slogans employ these techniques It is suggested that these two features should be drawn more attention to in Vietnamese slogans with the hope that advertisers can create sound-catchy slogans
In the lexical respect, the use of personal addressees helps shorten the relationship between advertisers and customers and lead to the encouragement of purchasing the product; however, it is only popular in English The use of comparison is mostly employed in English with 4 out of 5 comparison structures recorded in the stock of 90 slogans, which suggests the more common use of this feature for Vietnamese real estate slogans later The use of vocabulary shows the distinction between two languages Although they share some similar words such as house/ home – nhà/ tổ ấm, there still exists a big difference in terms of commonly- used verbs and nouns
In the syntactic level, the use of sentence structures are varied, but mostly the use of phrased is trendier I addition, parallelism is necessarily paid attention since it supports the creation of rhyming and impressive slogans, especially for Vietnamese ones.
CONCLUSION
Recapitulations
The language of advertisements in general and of slogan in particular is an interesting issue to be studied by both linguists and copywriters as it requires much effort in conveying so profound meanings via such condensed messages This requirement forces advertisers to mostly employ different tactics in their choices of words to make impressive and unforgettable slogans
In real estate, which is interested by a large number of people worldwide as one of the most important parts in their life, slogans have their own characteristics
They have to be acceptable and appealing to customers
This study aims at investigating, comparing and contrasting the real estate slogans in English and Vietnamese in terms of phonological, lexical and syntactic features 90 slogans in both English and Vietnamese have been investigated to figure out the mostly-shared characteristics in the two languages and the differences among them The investigation has helped the author to draw some conclusions which will obviously be appreciated by real estate advertisers
In terms of phonological features, both English and Vietnamese real estate slogans use rhyme to create good sounding and memorable slogans The rhyming words make the rhythm for the slogan when reading so that the slogan becomes impressive to customers; however, the number of English slogans with rhyme is much higher than that of Vietnamese ones Anaphora appears in both English and Vietnamese slogans so that sentence structure of the slogan can be repeated and memorized
Interestingly, the use of alliteration is quite often applied in advertising slogans; nevertheless, the collected Vietnamese real estate slogans do not take use of alliteration without its presence among 45 slogans due to the fact that it is not possible to insert the brand name into the short slogan
In terms of lexical features, both English and Vietnamese real estate advertising slogans employ the insertion of geographical names or brand names despite the less frequency of these elements It is explainable that the presence of these two elements may make slogans not rhyming
Particularly, the vocabulary used in both languages are distinctive; while English slogans focus on the convenience for individual, Vietnamese slogans try to draw people‟s attention to the harmony between life and natural elements
In terms of syntactic features, the use of phrases, parallelism, comparison and use of addressees are well created in real estate slogans of both languages
However, English seems to apply more addressees and comparison to shorten the distance between the advertisers and customers, as well as gain their product‟s value The use of parallel structure is also employed to create rhyming and memorable slogans in Vietnamese; while this feature seems not outstanding in English slogans
Short simple sentences, imperative sentences and questions are mostly used by real estate advertisers in English, probably due to the requirement of conciseness in slogans In contrast, Vietnamese real estate advertising slogans tend to use more phrases to present their unique message toward customers.
Implications
In Vietnam nowadays, real estate sector is growing fast due to the need of people and therefore, a large number of real estate companies and projects are born
Among real estate advertisers, an issue raised is how to introduce and attract customers to the real estate products in competition with other companies It seems that the advertising campaigns and especially the slogans of Vietnamese real estate are not paid enough attention Only a few of them are impressed and memorized by customers
This study is beneficial for the following targets:
2.1 For teaching and learning business English and linguistics
The findings of the study may be beneficial to learners of both languages The contrastive analysis will offer them a good insight to get involved in linguistic features of advertising slogans and also the similarities and differences in the two languages The finding of the study will probably be a useful reference resource for anyone who has passion for study language It not only helps them to appreciate the beauty of advertising language but also provide them with some necessary strategies and techniques in writing advertising slogans, especially in wring real estate advertising slogans In fact, there have been quite lots of studies on the language of advertising in general, but the studies on real estate advertising language are still very few Therefore, this research hopefully will have some help for students majoring the English language when they conduct a piece of scientific research on the advertising language related to real estate
The thesis maybe a good assistance for English teachers in transferring the knowledge of advertising in general and advertising slogans in particular to their own students They will have a deeper insight into the contrastive analysis between English and Vietnamese real estate advertising slogans with respect to linguistic features Moreover, the teachers can make the study their additional resources in teaching which may meet the studying demands of their students The study provides them with necessary knowledge that teachers could master to help students It is the fact that phonology, lexicology and syntax are not easy for students Therefore, teachers should be patient with their students in order to help them clearly understand and distinctively distinguish English and Vietnamese these linguistic features when they study them
The thesis provides linguistic researchers and translators with the useful knowledge about advertising slogans‟ linguistic features They will know how lexical choices works and how syntactic structures used affects the customers‟ attitude And also they can benefit from the differences between slogans in the two languages With such cognition, to some extent, linguists may find this study helpful in the field of language research, and translators can better their translation works in slogans in English and Vietnamese
For advertisers and businesses, we clearly knew the most important purpose of advertisers is selling their products and services Advertising is an effective tool for advertisers to achieve their goals This study is carried out, hopefully to provide some knowledge of linguistic features which may benefit the advertisers and businesses in writing advertising in general The advertisers can have important information and significant knowledge on advertising slogans in conformity with language techniques It can be concluded that Vietnamese real estate slogans should bear more striking phonological, lexical and syntactic features to be more effective
Apply more use of rhyme and alliteration to create an easy-reading and etched slogan in customers‟ mind
Insert more words related to the trend of green living, so that customers may feel relaxing and close to nature
Refer to their brand name with advertised products so that their brand name can ring a bell to customers in this competitive sector
Be short and condensed to create the memorable effect They should employ more simple sentences, phrases or parallelism
Focus to the target customers and shorten the distance with them by using direct addressees like you to bring customers the feeling of being taken care in individual
Employ the use of imperative and questions as these two types are rarely used This will raise customers‟ curiosity, as well as encourage and urge customers to the act of purchasing products
In addition, take the use of another tense like future tense to guarantee customers about the quality and stability of the product The use of comparison should also be considered as an effective way to impress customers; by doing so, the quality and outstanding characteristics of the product are emphasized
Therefore, the advertisers can apply the techniques into creating better and more efficient slogans to lead to the customers‟ interest and need to purchase the product They can also benefit from the understanding of distinctive features of each language in advertising so that they can write a suitable slogan which fully matches the customers‟ value in each country As a whole, the research will enable them to write a successful advertising
3 Limitations and Suggestions for further studies
Beside the findings, due to the limitation of time and scale, the current study also possesses the following limitations:
First, the study is conducted with a relatively small number of slogans in both English and Vietnamese
Second, there are also some other outstanding linguistic features that need to be covered, such as semantic or cultural features
This study has attempted to compare and contrast some linguistic features of English and Vietnamese real estate slogans However, due to the limitations of time and knowledge, this study has only investigated 45 slogans in each language, which makes the results less generalized Therefore, suggestions for further research may include:
A larger population of data in both English and Vietnamese could be employed so that a more general and exact view could be obtained
The semantic features of real estate English and Vietnamese slogans should be included to cover an insight into the similarities and differences between two languages
The cultural respect, which can make a great effect on the differences of images and the words employed in English and Vietnamese advertising slogans, can be investigated
1 Anderson, E M (1998) The use of Metaphors in online advertising, 5(2009)
2 Brown G and Yule, G 1993 Discourse Analysis, Cambridge: Cambridge
3 Courland, L B and William, F A (1989) Contemporary advertising
4 Cook, G (1992) The discourse of Advertising Oxford: Oxford University
5 Crystal, D (1992) Introducing Linguistics London: Penguin
6 Fairclough, N (2003) Analyzing discourse: Textual analysis for social research London: Routledge
7 Fletcher, A D (2010) Advertising: very short introduction Hampshire:
8 Goddard, A (1998) The language of Advertising London: Routledge
9 Goddard, A (2002) The language of advertising 2nd Ed London: Routledge
10 Halliday, M.A.K., & Hasan, R (1985) Language, context, and text: aspects of language in a social-semiotic perspective Oxford: Oxford University Press.
11 Hymes, D (1964) Language in culture and society New York: Harper and Row.
12 Hoxie, M (2011) 90 days to success marketing and advertising your small business USA: Course Technology
13 Lars Hermeren (1999) Advertising as communication Lund University Press.
14 McQuarrie, E F., Mick, D G (1996) Figures of rhetoric in advertising language Journal of Consumer Research, 22(4): 420-434
15 Mey, Jacob L., (1993) Pragmatics: An introduction Oxford: Blackwell
16 Myers, G (1994) Words in Advertisements London: Edward Arnold.
17 Nunan, D (1993) Introducing Discourse Analysis London: Penguin Group
18 Schrank, J (1996) The Language of Advertising Claims Handout (Internet)
19 Seliger, H W and Shohamy, E (1989) Second Language Research Methods
New York: Oxford University Press
20 Smith, R.N (1982) A Functional View of the Linguistics of Advertising, in R.J di Petro (ed.), Linguistics and the Professions – Vol 8 of Advances in Discourse Processes New Jersey: Ablex Publishing, pp 189-99
21 Strong E K., Jr (1925) The Psychology of Selling and Advertising New
22 Tanaka K (1999) Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan London: Routledge
23 Bùi Thị Bích Thủy 2010 An investigation into the style of the English language used in advertising slogans issued by some world-famous airlines
24 Hoàng Trọng, Nguyễn Văn Thi 2000 Quảng cáo NXB Đại học Quốc gia Tp
25 Mai Xuân Huy 2001 Các đặc điểm của ngôn ngữ quảng cáo dưới ánh sáng của lý thuyết giao tiếp
26 Nguyễn Đình Quế 1993 Một vài nhận xét bước đầu về ngôn ngữ quảng cáo
27 Phùng Nghị 1992 Vấn đề quảng cáo
28 Tôn Nữ Nhật Lệ 2005 A discourse analysis of travel advertisements in English and Vietnamese
29 Trần Đình Vinh và Nguyễn Đức Tồn 1993 Về đặc điểm của ngôn ngữ quảng cáo
30 Trần Thiên Tứ, 2007 Presupposition and Implicature in English and Vietnamese Advertising Slogans
31 Paul, S 2013 10 requirements for a good advertising slogan http://businessdevelopmentadvice.com/blog/10-requirements-for-a-good- advertising-slogan
32 http://www.merriam-webster.com
34 https://www.ama.org/topics/Advertising
35 Jeremy Bullmore What is advertising? http://www.ipa.co.uk/Page/What-is- advertising#.VjM-cNIrLMw
36 Lexington apartment guide, volume 31, issue 11, April 2015
51 Tạp chí Bất động sản Việt Nam, 4/2015
52 Tạp chí Bất động sản Việt Nam, 5/2015
57 Thời báo kinh tế Việt Nam, 5/2012
58 Thời báo kinh tế Việt Nam, 6/2012
59 Thời báo kinh tế Việt Nam, 9/2013
60 Thời báo kinh tế Việt Nam, 11/2013
61 Thời báo kinh tế Việt Nam, 2/2014
62 Thời báo kinh tế Việt Nam, 3/2014
65 Tiếp thị và gia đình, 12/ 2013
Giao hòa với thiên nhiên
2 Close to everywhere you want to be!
Cuộc sống tuyệt vời là nơi đây…
3 Legendary excellence Park Place apartments
Hạ tầng nâng tầm cuộc sống
4 Redefined department living rmLexington 10 năm hội tụ tinh hoa đất rồng
Nét châu Âu trong long Hà Nội
6 How you live begins with where you live
Stoney Brooke Phong cách sống resort trong lòng đô thi
Vinhome Times City – Park Hill
Căn hộ mơ ước trong tầm tay!
Cùng xây dựng tương lai tốt đẹp hơn
9 Quality living is our passion
Chinoe Creek Sống tiện nghi cùng thiên nhiên
Cuộc sống thịnh vượng Hạnh phúc vững bền
Goldmark city- TNR Holdings Việt Nam
11 Where you can live at once and play at all!
The Creeks Kiệt tác của thiên nhiên Kiệt tác của con người
12 Fall in love with your
The Creeks Bản giao hưởng thiên nhiên
13 A new lifestyle awaits Crescent at
Sang trọng và hiện đại
14 A great place to call home
One Hundred Chevy Chase apartment homes
Cho cuộc sống bừng sáng
Phong cách sống đỉnh cao
16 Ultimate student living Red mile village
Thành phố tiện ích Sunrise City
17 Quality living is our passion
Chung cư Linh Trung – Cty CP
Patchen Oaks Hồ nước trong xanh, cuộc sống an lành
D‟ Le Pont D‟Or Hoàng Cầu – Tân Hoàng Minh group
19 Because how you live is as important as where you live!
Patchen Oaks Không gian sống hoàn hảo tại quận
An Khánh – Cty CP Sông Đà Hoàng Long
20 Quality living at affordable price
The Fox Run apartment homes
Kiến tạo tổ ấm – Hạnh phúc vững bền
21 The closest thing to paradise
Ngôi nhà mơ ước CT36 Dream
Nơi không gian khơi nguồn cảm xúc
Brandywine Vững bước thành công Đại Dương Land
24 Light up your life …at
Khám phá đỉnh cao cuộc sống
25 There‟s still Time to make “The Creeks” your home!
The Creeks Phong thủy giao hòa - Sánh cùng đẳng cấp
26 Close to perfect…Far from ordinary
27 Where you want to live
Wyndamere Hội tài tụ lộc –
Nơi mang đến cho bạn và gia đình một cuộc sống thịnh vượng
29 Above the crowd Remax Future for Old
Quarter - Tương lai Phố Cổ
Acres Hạnh phúc thuần khiết cho ngôi nhà tương lai của bạn
31 Live the life you choose
Parc Spring giai đoạn 2 – CapitalLand Vietnam
PAT Nơi đặt niềm tin -
Century 21 Nơi giá trị thực được thể hiện – a manifestation of true value
Mỗi ngôi nhà là một niềm cảm hứng
35 Going above and beyond to find your next home!
Liz Selleck Tận hưởng thiên nhiên ngay trong không gian sống
36 Where home happens Realtor.com Nơi ngôi nhà là tổ ấm
Hinternoosa Tổ ấm vững bền Green Park
38 Ì you can‟t sell your home…”I KEN”
Ken Williams Nơi gửi trọn niềm tin