Luận văn thạc sĩ VNU ULIS lexical reiteration in the language of ICT product advertisements a comparative study in english and vietnamese

INTRODUCTION

RATIONALE

The term “global village” first appeared in “Understanding Media: The Extensions of Man”, a work by McLuhan (1964:106) to describe closer contact between different parts of the world, with increasing possibilities of personal exchange, mutual understanding and friendship between “world citizens,” as well as creation of a global civilization Indeed, information and communication technology (ICT) is breaking through geographical barriers and distance, integrating the entire world into a village

We now have access to information about global events and news as and when they occur In the 14th minute of the EURO 2012 Final, Andrés Iniesta got the ball and passed it to Cesc Fàbregas Cecs beat Giorgio Chiellini to the end line and then passed the ball to Silva This player headed it into the upper left corner, giving Spain a 1-0 lead We definitely saw all of these simultaneously with all spectators at the Olympic stadium thanks to a TV, an Internet-connected personal computer or a smart phone of any kind

Distance has obviously become a thing of the past Everything not only comes closer but also rolls faster Something modern today may get out of date right the next day

Generations of personal computers, from desktop and then laptop to tablet PCs or versions of iPhone developed one by one are examples of this fast-changing world No one wants to be lag behind We, therefore, should keep pace with the development of the ICT world

Luckily, information about these products is nowhere but right around us, in advertisements of all kinds Right from morning till night we come across a number of advertisements in newspapers, in magazines, on the roads, in shops, on the radio, TV and the Internet In fact, no mater where we are, at home, at work or away on holiday, we can not refuse to encounter them However, because of their massive popularity, we often take them for granted and rarely do thoughts of advertising origin or language pop into our mind though they do deserve some recognition

Thus, this paper seeks to make some investigation into the language of advertisements of ICT products or lexical reiteration in the language of ICT product advertisements in English and Vietnamese, specifically As such, the use of lexical reiteration in the language of ICT product advertisements in the two languages will be compared to facilitate our catching up the message of an advertisement in this field.

AIMS OF THE STUDY

This study is targeted at:

2.1 Investigating how many subtypes of lexical reiteration are used in the language of ICT product advertisements in English and Vietnamese

2.2 Pointing out some similarities and differences between lexical reiteration in the language of ICT product advertisements in English and Vietnamese

RESEARCH QUESTIONS

When conducting this paper, I would like to address two following research questions:

3.1 How many subtypes of lexical reiteration are employed in the language of ICT product advertisements in English and Vietnamese?

3.2 What are the similarities and differences in lexical reiteration in the language of ICT product advertisements in English and Vietnamese?

METHODS OF THE STUDY

The study is a descriptive investigation because it “involves a collection of techniques used to specify, delineate, or describe naturally occurring phenomena without experimental manipulation” (Seliger & Shohamy, 1989:124) This research type aims to

“find out more about a phenomenon”, here lexical reiteration in the language of advertisements of ICT products in English and Vietnamese and “capture it with detailed information” (Wisker, 2001: 118)

First, the study explores which subtypes of lexical reiteration appear in advertisements of ICT products in English in Vietnamese and sees what is often reiterated in such ads

Second, it examines measures of frequency, here, of the occurrence of the subtypes of lexical reiteration in English and Vietnamese advertisements of ICT products Thus, this study uses a combination of both qualitative and quantitative methods to answer its two research questions

Moreover, comparative and contrastive methods are utilized to point out the similarities and differences in the use of lexical reiteration in the language of ICT product advertisements in English and Vietnamese

As for data collection, 30 English advertisements of ICT products and 30 others in Vietnamese are picked at random from magazines like “Maximum PC”, “PC World Việt Nam - Thế Giới Vi Tính”, “Thế Giới Số” and “Tin Học và Đời Sống” issued from

2008 up to now and on the Internet, mostly homepages of ICT products, accessed at the same period of time, are taken into consideration

Next, advertisements which make use of lexical reiteration in each language are gathered into different groups, namely repetition, synonym or near synonym, superordinate and general word (i.e four subtypes of lexical reiteration as classified by Halliday and Hasan, 1976: 278) and taken into consideration in separate sessions

To find out the popularity and frequency of lexical reiteration subtypes used in English and Vietnamese advertisements of ICT products, advertisements with this means of lexical cohesion will be enumerated and classified into its groups Necessary measurement will be conducted to find out the proportion of each group in each language

The steps of the study are in the order as follows:

 Collect 30 ICT product advertisements in English and Vietnamese respectively from magazines or the Internet

 Pick out ICT product advertisements with lexical reiteration in each language

 Classify them into different groups on the basis of lexical reiteration subtypes they fall into

 Work out the similarities of reiterated items in these advertisements

SCOPE OF THE STUDY

Within the scope of this study, just lexical reiteration classified by M.A.K Halliday and Hasan (1976:278) is taken into consideration The study makes no efforts to cover advertisements of all kinds in English and Vietnamese but ICT product advertisements in the magazines and on the Internet in these two languages only.

DESIGN OF THE STUDY

Part I: Introduction represents the rationales, the aims, the research questions, the methods, the scope, and the design of the study

Chapter 1 presents the theoretical background of the study

Chapter 2 explores lexical reiteration in Vietnamese and English advertisements of ICT products

Chapter 3 points out several similarities and differences between lexical reiteration used in Vietnamese and English advertisements of ICT products

Part III: Conclusion sums up the study outcomes, points out the implications and limitations of the study as well as suggests ideas for further research.

DEVELOPMENT

THEORETICAL BACKGROUND

This first chapter presents an overview of advertisements, advertising language, ICT and lexical reiteration Understanding this background knowledge will prepare us in the investigation presented in the latter chapter where lexical reiteration in the language of ICT product advertisements in English and Vietnamese is explored

Together with the pervasion of advertisements, more and more studies have been conducted to explore advertising language in general and that of ICT product advertisements in particular

Leech (1966) examines standard advertising language in his research “English in

Advertising: A Linguistic Study of Advertising in Great Britain” According to Leech, disjunctive grammar, the low frequency of function words, complexity of nominal groups and simplicity of verbal groups are some of the most distinctive properties of advertising language

Dyer (1982) investigates advertising as a kind of communication in modern societies, which involves both cultural and economic context for discussion.

Cook (1992) investigates the discourse of advertising He offers a comprehensive introduction to advertising discourse by examining the language of complementary advertisements

Vietnamese scholars also work on advertising language and its features from different perspectives

Mai (2000) carries out his doctoral dissertation in advertising language, laying the foundation for a number of studies worked on later In this dissertation, he studies major features of advertising language in light of communicative theory (semantics- applied linguistics of advertisements discourses)

Nguyen (2004) conducts a study on cohesive devices in ICT advertisements to fulfill her M.A course in English linguistics She works out cohesive devices in ICT advertisements, realizes the meaning of these devices in ICT advertisements and finds out features of ICT ads to catch up the main message

Ton (2005) continues on this topic by investigating the discourse analysis of travel advertisements in English and Vietnamese She points out lexico-grammatical and textual features which are the characteristic of the travel advertisements in English and Vietnamese in order to improve Vietnamese advertisements and help them meet both commercial and cultural ends as well as to effectively adapt the travel advertisements written in English by the Vietnamese professionals to meet English speaking target readership

The most recent research on this issue was carried out by Bui (2012) who analyzes linguistic features of advertising language used in English slogans for food and drink products on the phonological, lexical, semantic and syntactic levels

1.2 OVERVIEW OF ADVERTISEMENTS AND ADVERTISING LANGUAGE 1.2.1 Advertisement

The term “advertisement” owes its origin to the classical Latin word “advertere” which means “to turn” or to “face to”, using the Latin prefix “ad-” (to, in addition), derived from the word “vertere” (to turn; turn, turn around; change) (Retrieved from http://www.etymonline.com/index.php?termvertise&allowed_in_frame=0) Later on, it became a term employed to indicate whatever draws attention or informs something

There are different definitions of advertisements Lord and Thomas (1900:9) gave the very first definition which was considered to change the history of advertising i.e advertisements were “salesmanship on paper” This definition was provided a long time before the advertisements of radio, television and the Internet came into being, so it is inappropriate in modern time In addition, advertisements may be considered “a public notice designed to spread information with a view to promoting the sales of marketable goods and services” (Vestergard and Schroder, 1985:2) or “paid public messages designed to describe or praise a product” by Arjun Kumar Bhatia

(2000:273) These definitions are not perfect, either, sadly speaking, because it is quite easy to find many non-paid or non-marketable things advertised like a volunteer environmental protection campaign

Oxford Advanced Learner‟s dictionary (2003: 23) defines “advertisement” as “a notice, picture or film telling people about a product, job or service” This definition indicates that an advertisement can take a wide range of forms, and not only products but also jobs or services are advertisement targets However, it does not cover all the aspects of an advertisement; it states the form and the purpose of an advertisement only

According to the American Marketing Association (AMA), an advertisement is

“Any announcement or persuasive message placed in the mass media in paid or donated time or space by an identified individual, company, or organization”

(Retrieved from http://www.marketingpower.com/_layouts/Dictionary.aspx) Four features of an advertisement can be pointed out from this definition First of all, advertisements either inform or influence the consumer to take certain action Second, the message is conveyed through many different kinds of mass media with the target of reaching a large audience of potential consumers Third, advertisements can be paid for or at no charge Finally, the sponsor is identified Therefore, compared to others, the definition offered by the AMA seems to be most precise and comprehensive

There is another point that we should notice when exploring the language of advertisements People often define advertising along with the term “marketing” or PR (public relations) Advertising is not marketing; rather, it is another tactic, besides PR, that is used by marketers to communicate messages to their customers and other stakeholders

An advertisement informs, persuades, and/or reminds customers of business and organizational offerings such as products, services, campaigns, jobs and so on

Ogden and Rarick (2010:2) point out that advertising can create an immediate response (e.g., “only two days left in the sale”) or can be used to keep the product and/or business/organization‟s name in front of the consumers so that they remember the product, service, or organization when they are out shopping Advertising should attempt to develop product or company loyalty, provide information to ease the customer‟s decision-making process, and develop awareness among the targeted group about potential offerings that are available to consumers In short, advertising aims at benefiting the producer, educating the consumer and supplementing the salesmen

Above all, it is a link between the producer and the consumer

There are a number of ways to classify advertisements into different categories In this study I would like to take the most popular criterion into consideration i.e means of advertising According to http://www.businessdictionary.com, advertising media are

“the means through which advertisements are delivered to the target audience”, using words, speech, and pictures such as press, television, radio, billboards, the Internet, etc

Hoang (2005) presents different means of advertisements with their own pros and cons

Major means pointed out in her study can be described in brief in the table below

 Large audience reaching in short time

 Vivid messages conveyed by using visuals, language, sound and motion simultaneously

 High cost, especially at special time and channels

 No extensive preparation of tangible illustration

 No visual impact on the target market

 Ability to reach a global audience

 Possibility of links‟ being ignored

4 Magazine  Ability to reach specific target audience

 Capability of showcasing the products with sophisticated images and full-color, glossy format

5 Newspaper  Wide circulation and the degree of frequency accessible to the audience (published daily)

 Ability to reach large audience

 Featuring sections and articles for certain advertising items

 Short life span of ads

 Uncertainty that the desired audience will see ads in specific date

 Difficulty for readers when an ad has long text or small font words

 No restriction in time, size, color

 Possibility of mails‟ being unchecked or marked as spam

Figure 1: Advantages and disadvantages of means of advertising

Advertisers use various linguistic means at their disposal to attract target audience‟s attention Within the scope of this study, a small number of these linguistics features in advertisements are discussed briefly and separately

This session deals with lexical features of word using in advertisements, including the use of monosyllabic verbs, weasel words, favorable words, personal pronouns and neologism as presented by Zhu (2006) o Use of monosyllabic verbs

A simple advertisement is intended not only to arouse the reader‟s attention and interest, but also to make consumers remember it right after the first time they heard it

The most common way of reaching this is using popular monosyllabic verbs

E.g “Have a break, have a Kit Kat.”

(Kit Kat advertisement) o Use of weasel words

LEXICAL REITERATION IN ICT PRODUCT ADVERTISEMENTS

2.1 LEXICAL REITERATION IN ICT PRODUCT ADVERTISEMENTS IN ENGLISH

As presented in the previous chapter, lexical reiteration includes four subclasses, namely repetition, synonym or near synonym, superordinate and general word as classified by Halliday and Hasan (1976:278) Now we will take a careful look at how these four subtypes are exploited in English advertisements of ICT products Just 10 advertisements of ICT products with lexical reiteration out of 19 are presented here due to the limitation of time Regarding the whole list of ICT English product advertisements (30 in total, 19 advertisements with lexical reiteration), please take a look at appendix 1 The ad number is its order in the appendix

Repetition is often found in advertising language of English ICT products As observed, repeated words belong to different parts of speech Repetition can happen with a noun phrase, as in:

This advertisement stars Avril Lavigne singing her song entitled “Innocence” and the adman creates the message of the product based on the song lyrics:

I hope that it will stay This moment is perfect

That‟s why the message goes smoothly with the background song and thus, sounds so appealing to the audience, especially Avril‟s fans

The name of the product can be reiterated to make it easy to remember, like in,

(5) Dell, purely you Dell, uniquely you”

(Dell laptop advertisement) Verbs are also reiterated in English advertisements of ICT products

(27) Take Toshiba Take the World

(11) Pump up the beat Choose custom-built Immense yourself with high definition audio powered by the smart 2010 Intel® Core™ Processor Family

For expert advice on your own custom-built PC, visit us today

(Intel advertisement) Repetition of adjectives and adverbs is also realized in ICT product advertisement in English

(20) “Nokia Nseries See new Hear new Feel new.”

(8) Simply likeable Simply You The new HTC Saga

This subtype of lexical reiteration is also found in English advertisements of ICT products Take these advertisements for exemplification

(6) “Stay connected wherever you are Get linked up to the world through digital home and media wireless and wired networking […]”

(7) “Virus/Spyware removal Complete peace of mind Protects data

(HP Virus/Spyware removal advertisement) The poster designed by Hanumanth, a user interface designer at Singapore-based Hewlett-Packard impressed the audience by the image of a man taking a nap in a hammock on the beach, having nothing to worry about because the Virus/Spyware removal protects his data and safeguards his privacy

Superordinate is another subclass of lexical reiteration which is often made full use in English advertisements of ICT product For example:

(14) “Introducing iPhone Apple reinvents the phone.”

In this ad, the adman uses “the phone” to refer back to “iPhone”- its hyponym iPhone advertising poster from http://themarketeer.org/2012/03/10/the-iphone-hype

However, this subclass of lexical reiteration isn‟t as frequently found in advertisements of ICT products as other subclasses

General word shares the stand with superordinate Just one out of 30 English advertisements that we collect employs reiteration of this class However, it turns out to be an amazing one

“Re-everythinged” becomes the next in line of Apple‟s tagline of coinage with Thinnovation” (New MacBook Air advertisement) and “Trilemma” (New iBooks advertisement) “Redesigned Reengineered Re-everythinged” tells the audience that Apple has redesigned their MacBook, reengineered it and changed it whatever way to get this new one and termed this whatever change re-everythinged

2.2 LEXICAL REITERATION IN ICT PRODUCT ADVERTISEMENTS IN VIETNAMESE

Vietnamese advertisers also use lexical reiteration in advertising their ICT products

Let‟s examine how this means of cohesive devices is made use of in Vietnamese advertisements of this high-end stuff This session presents 11 typical advertisements of ICT products that employ lexical reiteration out of 18 advertisements of the type only The ad number is its order in appendix 2

Words of different classes are repeated in advertisements of ICT products in Vietnamese

E.g.(8) “Khám phá Dell TM Inspiration TM ® hoàn toàn mới với vỏ bọc ngoài độc đáo có thể thay đổi bất cứ lúc nào, nay mạnh mẽ hơn với 2nd Generation Intel® Core™ processor family Chính là Dell TM Inspiration TM ®.”

(Dell TM Inspiration TM ® advertisement) The name of the laptop Dell TM Inspiration TM ® is repeated to make it easy for the target audience to remember its name

Beside the brand name, striking features of a product can be also restated in its advertisements

(Iconia Touchbook advertisement) The Acer Iconia Touchbook intuitively expands the content consumption experience with its two multi-touch displays The cardinal number 100% is repeated to stress the highest capacity and proficiency of this touchbook

Adjectives are another part of speech which is usually repeated in Vietnamese advertisements of ICT products

(16) “Dũng mãnh như Kung fu

(Kaspersky advertisement) This print advertisement of Kasperky appears so impressive to its target audience with the image of Jackie Chan with a mandarin double-collared pine green shirt performing a Kung fu move in an imperturbable and firm posture

As for its slogan, “dũng mãnh” is restated to stress the power of this anti-virus software

The combination of visual and verbal factors, therefore denotes the assured power of Kaspersky

Kaspersky advertisement in “Thế giới vi tính B” magazine issued in June, 2011

Adverb is another part of the speech that is often found in Vietnamese advertisements of ICT products As observed, intensifying adverbs appear with the highest frequency

We can take three advertisements of Samsung products, including Samsung Galaxy SII, Samsung Notebook Series 3 350U and Samsung Galaxy Y for exemplification

Siêu mạnh-Siêu nét-Siêu mỏng.”

Siêu mỏng Siêu di động.”

(25) Lướt web cực nhanh Kết bạn cực đã Giải trí cực đỉnh.”

(Samsung Galaxy Y advertisement) It‟s interesting to see that Samsung Vietnam prefers such intensifiers as “siêu” or “cực” in their advertisements of different ICT products, ranging from cell phones to laptops to stress the super quality of their products.

Vietnamese advertisements of ICT products repeat verbs as well

E.g (15) Nhân đôi kinh nghiệm học tập

Nhân đôi niềm vui với bộ vi xử lý Intel® Core™2 Duo

(Intel® Core™2 Duo Processor advertisement) Moreover, loan verbs are also repeated in Vietnamese advertisement of ICT products

E.g (20) “Ovi chat trên Nokia Chat triền miên, không sợ tốn tiền.”

(Ovi advertisement) The Ovi advertiser is extremely clever in exploiting lexical reiteration and loanword

“chat”- a teenager‟s word- simultaneously This makes the ad not only cohesive, but also “young” and therefore, familiar to youngsters, the target audience of such cellphone applications

This subtype of lexical reiteration is also found in Vietnamese advertisements of ICT products Take these advertisements to exemplify

E.g (29) “Mạnh mẽ cất bước cùng bạn Di động tuyệt đối, hiệu suất tối đa, vẻ ngoài đẳng cấp - dù trong công việc hay trong cuộc sống.”

(6) “CNET CRB-970 là Router Wifi chất lượng cao, thu phát sóng cực mạnh, ổn định với antenna khủng.”

(30) […] Tối ưu cho các nhu cầu cao cấp và tiện nghi với các cấu hình mạnh và tích hợp các công nghệ mới nhất cho máy tính xách tay Laptop VTB đáp ứng tối ưu các nhu cầu sử dụng máy tính di động ”

In above advertisements, we have synonyms like “tuyệt đối - “tối đa”, “cực mạnh”-

“khủng”, “máy tính xách tay”-“laptop”, in which the third couple “máy tính xách tay”-

“laptop” is quite similar to the Ovi chatting application advertisement as mentioned before Vietnamese admen not only use Vietnamese terms but also repeated the loan word that becomes more and more popular in Vietnamese

Superordinate is another subclass of lexical reiteration which is often made full use in advertisements Advertiser may put up to two pairs of superordinate-hyponym in one ad interwovenly This can be exemplified by Samsung E100 slogan,

(22) “Xanh nhung nhớ Sắc màu cảm xúc.”

In this advertisement, the two pairs of superordinate-hyponym “sắc màu”-“xanh”,

“cảm xúc”- “nhung nhớ” mingle together and the advertisement is, therefore, become extremely closely-knitted The adman indeed creates an admirably succinct “brain child” with four equally important words; no word is found to be redundant here

Although as a subclass of lexical reiteration classified by Halliday and Hasan, general word is extremely rarely used in advertisements because it has little effect in emphasizing desired elements of the product compared to the others

In brief, Chapter 2 explores lexical reiteration employed in both English and Vietnamese advertisements of ICT products It points out subtypes of lexical reiteration frequently used in ads, including repetition, synonyms or near synonyms and superordinate; kinds of words usually reiterated i.e brand names and striking features of different parts of speech.

SIMILARITIES AND DIFFERENCES BETWEEN LEXICAL

The number of ICT product advertisements which make use of lexical reiteration in English and Vietnamese that the study examines is not quite big, only 30 advertisements in each language; however, we can pick out several similar and different points between them

Lexical reiteration in Vietnamese and English advertisements of ICT products resembles to each other basically in four points as presented below

Lexical reiteration is popularly utilized in advertisements of ICT products in English and Vietnamese with the relatively similar proportions Specifically, it appears in most advertisements of this kind (19 out of 30 English advertisements, accounting for 63% and 18 out of 30 Vietnamese ICT product ads, making up 60%)

Among four subtypes of lexical reiteration, repetition is the most frequently used subclass in ICT product advertisements in English and Vietnamese ICT advertisements with lexical reiteration make up over three-quarters of ads in English (79% with 15 ads) and account for 72% (13 ads) out of 30 Vietnamese advertisements of these products

The other three subtypes are used either with lower frequency or aren‟t made use in these advertisements

Three charts below will give us a clear look at their portions in ICT product advertisements of each language and both for comparison

Repetition Synonym or near synonym Superordinate

Figure 4 Lexical reiteration in ICT product advertisements in English

Figure 5 Lexical reiteration in ICT product advertisements in Vietnamese

Repetition Synonym or near synonym Superordinate

Figure 6 Lexical reiteration in ICT product advertisements in English and Vietnamese

Apart from its popularity, lexical reiteration is used flexibly in advertisements of ICT products in two languages

Reiterated items can be phrases of different kinds, like noun phrase:

(1) “These moments are beautiful These moments are perfect These moments are

(10) “Great computing starts with Intel inside Intel inside.”

(14) “Introducing iPhone Apple reinvents the phone.”

(30) […] Tối ưu cho các nhu cầu cao cấp và tiện nghi với các cấu hình mạnh và tích hợp các công nghệ mới nhất cho máy tính xách tay Laptop VTB đáp ứng tối ưu các nhu cầu sử dụng máy tính di động ”

Repetition Synonym or near synonym Superordinate General word

(22) “Xanh nhung nhớ Sắc màu cảm xúc.”

(11) Pump up the beat Choose custom-built

Immense yourself with high definition audio powered by the smart 2010 Intel®

Core™ Processor Family For expert advice on your own custom-built PC, visit us today

(20) “Nokia Nseries See new Hear new Feel new.”

(Nokia Nseries advertisement) Verb phrase:

(27) Take Toshiba Take the World

(14) Nhân đôi kinh nghiệm học tập

Nhân đôi niềm vui với bộ vi xử lý Intel® Core™2 Duo

(Intel® Core™2 Duo Processor advertisement) Adverb phrase:

Siêu mạnh-Siêu nét-Siêu mỏng.”

(Samsung Galaxy SII advertisement) Reiterated items may appear initially like in English ad (4)

“These moments are beautiful These moments are perfect These moments are Canon.”

Ad (5) Dell, purely you Dell, uniquely you”

(Dell laptop advertisement) and in Vietnamese ads like ad (2)

They can also come in the middle like in English ad (6) “Stay connected wherever you are Get linked up to the world through digital home and media wireless and wired networking […]”(D-link advertisement) or Vietnamese ad (25) “Lướt web cực nhanh

Kết bạn cực đã Giải trí cực đỉnh.”(Samsung Galaxy Y advertisement) or finally in the clause like English ad (14) “Introducing iPhone Apple reinvents the phone.” (iPhone advertisement) or Vietnamese ad (22) “Xanh nhung nhớ Sắc màu cảm xúc.”

Reiterated items in ICT advertisements in both languages are usually the brand names or the striking features of the product advertised For instance, English ad (5) “Dell purely You Dell, uniquely you” or Vietnamese ad (8) “Cùng Dell thỏa sức Khám phá

Dell TM Inspiration TM ® hoàn toàn mới với vỏ bọc ngoài độc đáo có thể thay đổi bất cứ lúc nào, nay mạnh mẽ hơn với 2 nd Generation Intel® Core™ processor family Chính là Dell TM Inspiration TM ®”

Data protection and privacy safeguard is the function of HP Virus/ spyware removal, the ad reiterates this as a result

(HP Virus/ spyware removal advertisement) Samsung stresses the super features of their products of different kinds stating “Siêu mạnh-Siêu nét-Siêu mỏng”, “Lướt web cực nhanh Kết bạn cực đã Giải trí cực đỉnh” or “Siêu mỏng Siêu di động.”

3.1.4 Combination with other rhetorical figures

Lexical reiteration in both Vietnamese advertisements and English ones are employed in line with other rhetorical factors like loanwords in Vietnamese ad (20): “Ovi chat trên Nokia Chat triền miên không sợ tốn tiền” or structural repetition as in English ad (8) “Protects Data Safeguards privacy” , (20) “See new Hear new Feel new or

Vietnamese ad (2) “100% hiệu năng 100% cảm ứng” or ad (16) („Dũng mãnh như

Kungfu Dũng mãnh như Kaspersky‟) This excellent combination must have been built by admirable creativity of the ad-making group

In brief, considerable popularity, flexibility use, same kinds of reiterated items and great combination with other rhetorical factors are points in which lexical reiteration in Vietnamese advertisements and that in English ones have in common

Besides similarities mentioned above, lexical reiteration in Vietnamese and English advertisements are different from each other to certain extent

3.2.1 Coinage in ICT product advertisements in English

In their ICT product advertisements, English-speaking advertisers coin new words like

“re-everythinged” to make their ad sound different from others

(MacBook Pro advertisement) That the way Apple was when Steve Jobs was adamant that he wanted their slogan to be “Think Different”, instead of “Think differently.” “Re-everythinged” generates the idea that the Macbook Pro is completely reinvented with totally new features

3.2.2 Loanwords in ICT product advertisements in Vietnamese

Vietnamese admen have a different way to make their ICT product ads impressive

While their English counterparts don‟t use any loanwords in their 30 ads, they take a bold move in reiterating those words of foreign origin like “chat” in

(20) “Ovi chat trên Nokia Chat triền miên không sợ tốn tiền”

(Ovi advertisement) and “laptop” in

(30) Tối ưu cho các nhu cầu cao cấp và tiện nghi với các cấu hình mạnh và tích hợp các công nghệ mới nhất cho máy tính xách tay Laptop VTB đáp ứng tối ưu các nhu cầu sử dụng máy tính di động VTB- Nhãn hiệu máy tính đáng tin cậy”

(VTB laptop advertisement) The two words “chat” and “laptop” borrowed from English are becoming more and more familiar to Vietnamese people in general and youngsters in particular Rarely do people in today‟s modern life have to pause even just a little to question what they mean “Chat” and “laptop” in advertisements targeted mostly at teenagers and young adults make the ads teenlike and thus, draw their great attention and are extremely easily to their liking That is the reason why Ovi, VTB advertisers use them to portray their products without the fear of causing much confusion among audience, I suppose

Chapter Three has pointed out in which dimension lexical reiteration exploited in English and Vietnamese advertisements of ICT products are similar and in which one they differ from each other based on the analyzing the author made in the previous chapter The advertisers of two languages in using this rhetorical device both choose variety of word classes and words of same features to reiterate as well as employ it in great harmony with other rhetorical factors Vietnamese advertisements repeat even loanwords; however, this phenomenon has not been found in English ones.

CONCLUSION

RECAPITULATIONS

So far, we have explored lexical reiteration in ICT product advertisements in English and Vietnamese on the basis of Halliday and Hassan‟s classification (1976: 278) where lexical reiteration is divided into four subtypes, including repetition, synonym or near synonym, superpordinate and general word As pointed out, all of these subclasses are found in ICT product advertisements in English The first subclass, i.e repetition is the most frequently employed in the language of ICT product advertisements in these two languages

Lexical reiteration is used flexibly in the language of ICT product advertisements in both English and Vietnamese Reiterated items belong to different parts of speech and have big mobility That is the reason why we may see them at the beginning, in the middle or at the end of an ad As examined, both English and Vietnamese advertisements of ICT product share this feature

1.3 High reiterating frequency of brand names and striking features of ICT products

Admen focus on reiterating brand names of their products to make it easy to remember for the target audience The also restate striking features of products advertised in advertisements like their main function, excellent quality or noticeable characteristics to create the impression for their products

1.4 Diverse combination with other rhetorical figures

The goal of an advertisement is informing or persuading its target audience to take a certain action Thus, the advertiser never uses lexical reiteration alone in his work but employs other rhetorical figures to make it the most informative, persuasive and impressive

1.5 Different choices in making creative advertisements of ICT products

English and Vietnamese speaking advertisers choose different linguistic means to make their advertisements with great creativity English admen like coinage while their Vietnamese peers prefer loanwords.

IMPLICATIONS

The world of ICT keeps changing at its amazing speed No one wants to lag behind in that world Therefore, there is indeed a need for ICT product users to pay more attention to this situation They also should update information about these products more frequently via such means as ICT product advertisements so that they can make wise choices when shopping

Moreover, it is necessary for ICT producers or advertisers to flexibly use varied linguistic means to better their advertisements

From the linguistic aspect, the language of ICT products in English and Vietnamese needs thoroughly investigating The study, to some extent, facilitates this process and reminds teachers, students and especially copywriters to go on with it to master this genre of language.

LIMITATIONS

Though the author has conducted this study with considerable effort, it still exposes some inevitable shortcomings

The scope of the study is rather narrow, just lexical reiteration in Vietnamese and English advertisements in magazines and on the Internet Accordingly, within this scope, advertisements on the radio, billboards, internet and mobile devices like cellphones, smart phones, and portable computers have not been taken into account

Moreover, the study explored lexical reiteration only, let alone other rhetorical figures in advertisements

In addition, the number of advertisements considered - 30 in each language - cannot cover completely all the features of lexical reiteration in Vietnamese and English advertisements of ICT products So, the findings, especially the differences, might not be said to be perfectly accurate and sufficient.

SUGGESTIONS FOR FURTHER STUDY

The study investigates lexical reiteration in the language of ICT product advertisements in English and Vietnamese magazines and websites only Therefore, other authors may examine lexical reiteration in other kinds of Vietnamese and English ICT product advertisements so as to point out their similarities and differences more precisely

They can also investigate other rhetorical figures or cohesive devices in the language of ICT product advertisements to have comprehensive understanding of this genre of language

1 Arjun Kumar Bhatia (2000) Tourism Development: Principles and Practice, New Delhi: Sterling Publishers pvt.Ltd

2 Bùi Thị Kim Ngân (2012) A Descriptive Analysis of Linguistic Features of Advertising Language Used in English Slogans for Food and Drink Products Luận văn thạc sĩ, Đại học Ngoại Ngữ, ĐHQG HN

3 Cook, G (1992) The Discourse of Advertising, London: Routledge

4 Dyer G (1982) Advertising as Communication London: Routledge

5 Halliday, M A K., and Hasan, R (1976) Cohesion in English London: Longman

6 Hatim, B & Mason, I (1990) Discourse and the Translator.London: Longman

7 Hoàng Thị Thúy (2005) Advertising Laguage Used in Trade: A Comparison in English and Vietnamese Luận văn thạc sĩ, Đại học Ngoại Ngữ, ĐHQG HN

8 Leech, G.N (1966) English in advertising: A Linguistic Study of Advertising in Great Britain (English Language Series) London: Longman

9 Lord and Thomas (1900) The Book of Advertising Tests Chicago and New York

10 Lưu Trọng Tuấn (2010) Rhetorical Structures in the Language of Vietnamese Advertisements, Asian Social Science (2010, 6 (11), 175-182)

11 Maximum PC magazine, February 2008, USA: Future US, Inc

12 McLuhan, M (1964).Understanding Media: The Extensions of Man Boston:

13 McQuarrie, E.F & Mick, D.G (1996) “Figures of Rhetoric in Advertising Language.” Journal of Consumer Research, 22 (4), 424- 438

14 Nguyễn Thị Bích Liên (2004) A Discourse Analysis of Cohesive Devices in Information & Communication Technology Advertisements, Luận văn thạc sĩ, Đại học

15 Ogden, R & Rarick, S (2010) The Entrepreneur's Guide to Advertising, CA:

16 Oxford Advanced Learner’s Dictionary, 7th edition (2003) Oxford: OUP

17 Seliger, H & Shohamy, E (1989) Second Lanaguage Research Methods New

18 Tôn Nữ Mỹ Nhật (2005) A Discourse Analysis of Travel Advertisements in English and Vietnamese Luận án tiến sĩ, Đại học Ngoại Ngữ, ĐHQG HN

19 Vestergaard, T & Schroder, K (1985) The Language of Advertising Oxford: Basil Blackwell

20 Wisker, G (2001) The Postgraduate Research Handbook: Succeed with your MA,

MPhil, EdD and PhD Basingstoke: Palgrave

21 Zhu, L (2006) “The Linguistic Features of English Advertising” CELEA Journal,

1 Chuyên Đề 2! 14/6/2011, Trung ương Đoàn Thanh Niên Cộng sản Hồ Chí Minh

2 Chuyên Đề 2! 8/11/2011, Trung ương Đoàn Thanh Niên Cộng sản Hồ Chí Minh

3 Hoa Học Trò, 1/1/2010, Trung ương Đoàn Thanh Niên Cộng sản Hồ Chí Minh

4 Mai Xuân Huy (2000) Các đặc điểm của ngôn ngữ quảng cáo dưới ánh sáng của lí thuyết giao tiếp (Cấu trúc ngữ nghĩa – ngữ dụng của diễn ngôn quảng cáo) Luận án tiến sĩ ngữ văn, Viện Ngôn Ngữ học, Hà Nội

5 PC World Việt Nam - Thế giới Vi Tính B, 6/2011, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh

6 PC World Việt Nam - Thế giới Vi Tính E++, 9/ 2011, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh

7 PC World Việt Nam - Thế Giới Vi Tính B, 4/2011, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh

8 PC World Việt Nam - Thế Giới Vi Tính, 7/2011, Sở Khoa học và Công nghệ thành phố Hồ Chí Minh

13 PC World Việt Nam - Thế Giới Vi Tính, 12/2011,Sở Khoa học và Công nghệ thành phố Hồ Chí Minh

14 Thế Giới Số, 1/6/2009, Hội Tin học Việt Nam

19 Tin Học và Đời Sống, 12/1/2009, Hội Tin học Việt Nam

1 http://iancavalier.com/spiralnotepad/2008/12/24/windows-xp-optimization-utilities/

2 http://iwednesday.co.uk/asus-ms-series

3 http://slogans.globala.ru/177-take-toshiba-take-the-world

4 http://smartphone.biz-news.com/news/2008/08/21/0002

6 http://themarketeer.org/2012/03/10/the-iphone-hype

8 http://www.adweek.com/news/advertising-branding/spot-sonys-inner-child-139199

9 http://www.aocmonitorap.com/southafrica/company.php

10 http://www.apple.com/macbook-pro/design

11 http://www.bbc.co.uk/iplayer/radio

14 http://www.carlsberg.com/default.aspx

15 http://www.dell.com/downloads/us/eep/flash/index.htm

16 http://www.dlink-intl.com/web/vn.nsf/vn?openpage

17 http://www.etymonline.com/index.php?termvertise&allowed_in_frame=0

18 http://www.hammuworks.com/print.html

20 http://www.intel.com/products/centrino/centrino/demos/chipset.htm

21 http://www.intel.vn/content/www/vn/vi/homepage.html

22 http://www.johnfrieda.com/en-US/ProductFamily/Hair-Care/Brilliant-Brunette

23 http://www.kitkat.com.sg/

24 http://www.lenovo.com/lenovo/nz/en/

25 http://www.macworld.co.uk/ipad-iphone/news/?newsid343371

26 http://www.marketingpower.com/_layouts/dictionary.aspx

27 http://www.nokia.com/in-en/products/lumia/

28.http://www.nokia.com/us-en/products/phone/lumia900?cid=ncomprod-fw-scl-bdy- productwk2_0x0-na-youtube-g0-en-1todtmt2a3b18

29 http://www.nokia.com/vn-vi/san-pham/dien-thoai/x2-01

30 http://www.nytimes.com/2010/01/08/business/media/08adco.html

32 http://www.orange.co.uk/

33.http://www.pcreview.co.uk/forums/microsoft-500-million-vista-google-page-ranking- one-point-everyone-thought-earth-flat-get-facts-windows-vista-t3576005.html

34 http://www.pcworld.com.vn

35 http://www.perrier.com/thedrop/en.html

36 http://www.samsung.com/vn/#latest-home

37 http://www.slashphone.com/windows-phone-7-new-ads-reveal-the-att-htc-mondrian-

38 http://www.sony.com/index.php

39 http://www.sonymobile.com/gb

40 http://www.splendad.com 41.http://www.technobuffalo.com/companies/apple/ipad/its-official-march-7th-is-ipad-3- day

42.http://www.technobuffalo.com/companies/nokia/leaked-ads-show-off-nokias-first- windows-phone-handsets

43 http://www.toshiba.co.uk/

ENGLISH ADVERTISEMENTS OF ICT PRODUCTS

1 AOC AOC -Art of Color

2 Asus Love at first sight

Asus Ultra-slim Desimo MS Series LCD Monitor

Be the envy of those around you

3 BBC Iplayer Making the unmissable unmissable

4 Canon camera These moments are beautiful These moments are perfect These moments are Canon

5 Dell laptop Dell Purely You

6 Dlink Stay connected wherever you are Get linked up to the world through digital home and media, wireless and wired networking Whether you are at home, at work, or traveling, you can now get access to your information, monitor your business operations, watch and hear digital video and audio, as well as view text and pictures

Virus/ spyware removal Complete peace of mind Protects Data Safeguard privacy

9 iBuypower More fun while you get more done

10 Intel microprocessor Great computing starts with Intel inside Intel inside

Pump up the beat Choose custom-built Immerse yourself with high definition audio powered by the smart 2010 Intel ® Core™ Processor family For expert advice on your own custom-built PC, visit us today

12 IOS6 I‟ll take your iPhone, iPad and iPod tough in entirely new directions

13 iPad 3 We have something you really have to see And touch

14 iPhone Introducing the iPhone Apple reinvents the phone

Twice as fast Half the price

16 Lenovo ThinkPad New world New thinking

17 Macbook Pro Redesigned Reengineered Re-everythinged

18 Nokia Lumia 900 How fast is 4G LTE?

Know-the-score-first fast Speed metal fast

Smooth streaming fast Turbo browsing fast

19 Nokia N96 Nokia N96 The web Now made by hand

20 Nokia N-series See new Hear new Feel new

When you bring together Nokia‟s stunning new hardware and a dynamic Microsoft OS, you get amazing everyday This is your playground

Grow your reach Grow your business opportunities

Get world-class DEV tools Get local training and support and a dynamic new platform to make your apps stickier

So what are you waiting for?

Dive in Today the sun will rise and set Everything else is up for grabs Nokia with windows phone Create amazing everyday Are you ready to go to?

Take, tag, sort and share

23 Samsung Galaxy S Ever wonder if you could have cinema quality entertainment in the palm of your hand? We did So we created the Samsung Galaxy S with the first and only Super AMOLED screen That's the wonder of Samsung

24 Sony Like.no.other – Sony

25 Sony Ericsson Instantly make over Instantly new look

Join Sony Ericsson Cybershot TM Stand at Hall 4 to get a snap shot of your new look

27 Toshiba Take Toshiba Take the World

29 Windows vista So what do people think of Window vista if they don‟t know it‟s Window vista?

30 Windows vista At one point, everyone thought that the Earth was flat

Get the facts about Windows vista

VIETNAMESE ADVERTISEMENTS OF ICT PRODUCTS

Hiệu năng vượt trội với bộ vi xử lý Intel Core i3 thế hệ

2 Acer Aspire Timeline X Xuất sắc mọi góc cạnh Pin dài 8 tiếng Siêu mỏng 1 inch

3 Acer P223w Màn hình LCD 22 inch Acer P223w

4 Asrock PCI-E 3.0 Những ưu điểm của Asrock PCI-E 3.0

Tần số truyền dữ liệu cao hơn - 8.0 GT/s Băng thông luồng cao hơn – 1GB/s Chuyển đổi định dạng video với chất lượng tốt hơn Tương thích ngược với chuẩn PCI-E 2.0/1.0

Công nghệ điện toán đám mây

Tự hào là phần mềm diệt virus đạt chứng chỉ đẳng cấp quốc tế VB100

6 CNET CRB-970 CNET CRB-970 là Router Wifi chất lượng cao, thu phát sóng cực mạnh, ổn định với antenna khủng

7 Cyber shot 2011 Thêm sắc, thêm style!

Màu mới Phong cách mới

Khám phá Dell TM Inspiration TM ® hoàn toàn mới với vỏ bọc ngoài độc đáo có thể thay đổi bất cứ lúc nào, nay mạnh mẽ hơn với 2 nd Generation Intel® Core™ processor family Chính là Dell TM Inspiration TM ®

9 Ezmail Nhận và gửi email mọi lúc mọi nơi

10 F700 Ai đẹp… được dường như em

11 Fone backup ô Phao cứu sinh ằ cho dữ liệu điện thoại

Fone backup-Lưu trữ và truy xuất trực tuyến

Chụp với FinepPix F10 Chụp với tốc độ cao Chụp với độ nhạy sáng cao

13 IMB System z Hơn 250 doanh nghiệp toàn cầu đã chọn System z của

14 Intel® Core™ Duo Nhân đôi kinh nghiệm học tập, nhân đôi niềm vui với bộ vi xử lý Intel® Core™ Duo

15 Intel® Core™ Duo Bạn muốn chuyển việc này sang việc khác nhẹ nhàng như bay ? Hãy chọn máy tính có cài đặt tôi bên trong !

16 Kaspersky Dũng mãnh như Kungfu

Dũng mãnh như Kaspersky Quét sạch virus để bạn an tâm kinh doanh

17 Kingmax Phá vỡ rào cản tốc độ

Bộ nhớ chuyên ép xung DDR3 dành cho máy Desktop

18 LG Optimus 7 Tận hưởng cuộc sống của riêng bạn

19 Nokia X2-01 Chat siêu tốc giá siêu sốc.

Định dạng
Số trang	55
Dung lượng	711,52 KB