A Cross-Cultural Pragmatic Analysis Of Commercial Advertisements In American And Vietnamese Magazines.pdf

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST GRADUATE STUDIES DO THI PHUONG MAI A CROSS CULTURAL PRAGMATIC ANALYSIS OF COMMERCIAL ADVERTISEMENTS[.]

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES DO THI PHUONG MAI A CROSS-CULTURAL PRAGMATIC ANALYSIS OF COMMERCIAL ADVERTISEMENTS IN AMERICAN AND VIETNAMESE MAGAZINES (Nghiên cứu dụng học giao văn hóa quảng cáo thƣơng mại tạp chí Mĩ Việt) Major: English Linguistics Code: 9220201.01 A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Hanoi - 2018 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES DO THI PHUONG MAI A CROSS-CULTURAL PRAGMATIC ANALYSIS OF COMMERCIAL ADVERTISEMENTS IN AMERICAN AND VIETNAMESE MAGAZINES (Nghiên cứu dụng học giao văn hóa quảng cáo thƣơng mại tạp chí Mĩ Việt) Major: English Linguistics Code: 9220201.01 Supervisor Prof Dr Nguyen Quang Hanoi - 2018 DECLARATION I certify that the thesis I have presented for examination for the Doctor of Philosophy degree at the University of Languages and International Studies, Vietnam National University, Hanoi, is solely my own work other than where I have clearly indicated that it is the works of others The copyright of this thesis rests with the author Quotation from it is permitted, provided that full acknowledgement is made This thesis may not be reproduced without my prior written consent I warrant that this authorization does not, to the best of my belief, infringe the rights of any third party Hanoi, 2018 Signature Do Thi Phuong Mai i ABSTRACT The purpose of this dissertation is to examine the use of politeness strategies, advertising appeals and the realization of politeness strategies in advertising appeals in American and Vietnamese commercial magazine advertisements The data for this study consist of 310 magazine advertisements collected within a period of six months at the end of 2014 These advertisements are analyzed on the basis of Brown and Levinson’s (1987) politeness theory and Pollay’s (1983) advertising appeal system The results reveal the preferences in the use of positive politeness strategies in both American and Vietnamese advertisements Additionally, Effectiveness, Distinctive and Modern are the three most popular appeals in selected advertisements Another similarity between American and Vietnamese magazine advertising is the realization of positive politeness strategies in Effectiveness appeal However, there exist the differences in the use of politeness strategies and advertising appeals between American and Vietnamese advertising At the same time, the manifestation of some politeness strategies, advertising appeals, and the realization of certain politeness strategies in advertising appeals in American advertising is different from that of Vietnamese advertising The findings of the study, therefore, suggest that appropriate advertising strategies be employed to achieve the goal of the advertisements ii ACKNOWLEDGEMENTS I would like first and foremost to extend my most sincere thanks to Professor Nguyễn Quang, my supervisor, for his critical comments and valuable instructions without which this thesis could not have been completed I appreciate his kind encouragement, astute advice and immeasurable guidance and support through every stage of my Ph.D journey My indebtedness also goes to lecturers of University of Languages and International Studies, Vietnam National University, Hanoi, for their immensely helpful guidance and support during my time of study therein I am also grateful to my colleagues at Faculty of English, Hanoi National University of Education for their support throughout the process of writing this thesis Last but not least, I am especially indebted to my beloved family members whose help and encouragements contributed greatly to the completion of my study iii LIST OF ABBREVIATIONS FTA: Fact Threatening Act H : Hearer(s) S : Speaker(s) iv LIST OF TABLES Table 1.1 Pollay’s appeal system, 1983 13 Table 1.2 Classification of advertising appeals 15 Table 2.1 American and Vietnamese magazines used in the study 47 Table 2.2 Research framework for politeness strategies in the study 52 Table 2.3 Single bald-on record strategies in the study 53 Table 2.4 Single positive politeness strategies in the study 55 Table 2.5 Single negative politeness strategies in the study .55 Table 2.6 Single off-record politeness strategies in the study 56 Table 2.7 Mixed politeness strategies in the study .56 Table 2.8 Result of pilot test on Pollay’s system 58 Table 2.9 Five newly-added advertising appeals (Shen, 2013) 59 Table 2.10 Advertising appeals in the study .60 Table 2.11 Elements in the research design 64 Table 3.1 Frequency of politeness strategies in American and Vietnamese commercial magazine advertisements 66 Table 3.2 Frequency of single positive politeness strategies in American and Vietnamese commercial magazine advertisements 69 Table 3.3 Frequency of single negative politeness strategies in American and Vietnamese commercial magazine advertisements 83 Table 3.4 Bald-on record strategies in American and Vietnamese commercial magazine advertisements .90 Table 3.5 Similarities and differences in politeness strategies used in American and Vietnamese magazine advertisements 99 Table 4.1 Advertising appeals in American and Vietnamese commercial magazine advertisements 102 Table 4.2 Similarities and differences in the use of advertising appeals in American and Vietnamese commercial magazine advertisements 124 Table 5.1 Summary of the realization of politeness strategies in advertising appeals in American and Vietnamese commercial magazine advertisements 147 v LIST OF FIGURES Figure 1.1 Marketing mix 10 Figure 1.2 Promotion mix 10 Figure 1.3 Why Politeness?, adapted from Nguyễn Quang (2011) 17 Figure 1.4 Lakoff (1973)’s rules of pragmatic competence .19 Figure 1.5 Leech cost-benefit scale (1983) 20 Figure 1.6 Possible strategies concerning the delivery of an FTA (Brown and Levinson, 1987: 69) 21 Figure 2.1 Possible strategies concerning the delivery of an FTA, Nguyễn Quang (2012), adapted from Brown and Levinson (1987) 57 Figure 2.2 Data analysis procedure .63 Figure 5.1: Proportion of politeness strategies realized in advertising appeals in American and Vietnamese commercial magazine advertisements 126 vi TABLE OF CONTENTS DECLARATION i ABSTRACT ii ACKNOWLEDGEMENTS iii LIST OF ABBREVIATIONS iv LIST OF TABLES v LIST OF FIGURES vi INTRODUCTION CHAPTER REVIEW OF LITERATURE 1.1 Advertising 1.2 Advertising appeals .11 1.3 Politeness .16 1.3.1 Definition 18 1.3.2 Approaches to politeness 18 1.3.3 Concluding remarks 31 1.4 Politeness and advertising .33 1.5 Review of previous studies 35 1.5.1 Previous studies of advertising from cross-cultural pragmatic perspective 35 1.5.2 Previous studies of advertising appeals .42 1.5.3 Concluding remarks 44 CHAPTER RESEARCH METHODOLOGY 45 2.1 Research questions 45 2.2 Samples 45 2.2.1 Selection of the magazines 47 2.2.2 Selection of advertisements 47 2.3 Collection procedure .48 2.4 Coding 49 vii 2.5 Research frameworks 50 2.5.1 Politeness 50 2.5.2 Advertising appeals 57 2.6 Data analysis 60 CHAPTER POLITENESS STRATEGIES IN AMERICAN AND VIETNAMESE COMMERCIAL MAGAZINE ADVERTISEMENTS 65 3.1 Frequency of politeness strategies in American and Vietnamese commercial magazine advertisements .65 3.2 Single positive politeness strategies in American and Vietnamese commercial magazine advertisements 68 3.2.1 Frequency of single positive politeness strategies in American and Vietnamese commercial magazine advertisements 68 3.2.2 Linguistic realization of single positive politeness strategies in American and Vietnamese commercial magazine advertisements .70 3.3 Single negative politeness strategies in American and Vietnamese commercial magazine advertisements 83 3.3.1 Frequency of single negative politeness strategies in American and Vietnamese commercial magazine advertisements 83 3.3.2 Linguistic realization of single negative politeness strategies in American and Vietnamese commercial magazine advertisements .87 3.4 Bald-on record strategies in American and Vietnamese commercial magazine advertisements .89 3.4.1 Frequency of bald-on record strategies in American and Vietnamese commercial magazine advertisements 89 3.4.2 Linguistic realization of bald-on record strategies in American and Vietnamese commercial magazine advertisements 93 3.5 The hybrid negative-positive politeness strategy in American and Vietnamese commercial magazine advertisements 95 3.6 Concluding remarks 97 viii In this advertisement, the ad-writer uses the negative politeness strategy named Nominalize in combination with positive strategy Offer/ promise manifested in “Exquisite and elegant design with a smartly spaced food compartment, the new Sanyo refrigerator will give you the ultimate comfort and convenience” to highlight the advantage of the product As a result, the audience has a feeling that this advantage is from the product itself, but not from the words used by the advertiser In other words, the use of Nominalize makes the advertisement more objective, and then more persuasive to the target customers 3.3.2 Linguistic realization of single negative politeness strategies in American and Vietnamese commercial magazine advertisements The following part examines linguistic realizations of the most popular negative politeness strategy namely Impersonalize S and H, then compare and contrast the use of such strategy in American and Vietnamese magazine advertisements Finally, examples are also given to illustrate the uses of this strategy by American and Vietnamese advertisers The investigation into the use of Impersonalize S and H strategy in the selected data indicates that both American and Vietnamese magazine advertisements tend to avoid using personal pronouns “you” and “I” in the imperatives or performatives to seemingly less impose on the H As a result, the imposition becomes agentless, and the H is not specified as the object of the imposition Advertisement can serve as an example in American data Advertisement 8: Product: Maybelline nail polish Description: Half of the page is half of the face of a beautiful girl with her colored nails The other half is the image of the product 87 Text: TRENDING NOW BLEACH SCENE THE BLEACHED NEONS COLLECTION THE OFFICIAL NAIL COLOR OF MERCEDES-BENZ FASHION WEEK IN NEW YORK COLOR STRAIGHT FROM THE SHOWS IN BLEACHED NEON SHADES #colorshowoff MAYBELLINE NEW YORK MAYBE SHE'S BORN WITH IT MAYBE IT'S MAYBELLINE® This Maybelline advertisement starts with the notice that this product is rather popular as it is “trending now.” It then continues with the introduction of its great popularity as it is the “official nail color of Mercedes-benz fashion week in New York.” After that, the use of Impersonalize S and H in the imperative “Color straight from the shows” make the advertisement less impose on the H as it does not directly ask the target consumers to so It is, however, still effective because it helps the consumers understand the product’s popularity as well as its benefits when purchasing the product in the fashion week Another example can be seen from Vietnamese advertising as in: Advertisement 9: Product: Diana tampax Description: A beautiful girl in a sleeping dress is sleeping comfortably in a purple starry background 88 Text: Diana Night siêu bảo vệ Ngủ Tƣ Thế Mình Yêu Cả Đêm Siêu Bảo Vệ SIÊU BẢO VỆ ĐA CHIỀU Diana Night 35cm Siêu bảo vệ với công nghệ Siêu Bảo Vệ Đa Chiều cho phần cánh siêu rộng ln ơm khít thể tƣ ngủ, giúp chống tràn sau tuyệt đối để gái ngủ tƣ yêu Diana Night super protection Sleep the way you like Super protection Diana Night 35cm Super new protection with ultra-dimensional protection technology for ultra-wide wing always fit the body in every sleeping position, to help avoid overflowing absolutely to let the girl love sleeping Advertisement is about a tampax product It first introduces the new product of Diana – Diana Night, which can bring the girls a lot of benefits in their period Then, the ad-writer employs Impersonalize S and H strategy when explaining with more detail the benefits of the product As a result, the target consumers can be satisfactory when purchasing this product In short, different proportion can be traced in the use of Impersonalize S and H strategy in the two corpora This strategy is mostly realized by the avoidance of the personal pronouns in both American and Vietnamese advertisements 3.4 Bald-on record strategies in American and Vietnamese commercial magazine advertisements 3.4.1 Frequency of bald-on record strategies in American and Vietnamese commercial magazine advertisements According to Brown and Levinson’s (1987) theory, bald-on record is considered the least politeness strategy, and it is often used when the risk of the 89 face loss is the lowest Therefore, it may be hard to explain why this kind of strategy is still utilized in advertising However, the prime reason for using baldon record strategies is that the speaker wants to the FTA with maximum efficiency more than he wants to satisfy the hearer’s face Additionally, the motives for doing so can be varied because of different context As a result, baldon record strategies are evident in the selected data as can be shown in Table 3.4 Table 3.4 Bald-on record strategies in American and Vietnamese commercial magazine advertisements Bald-on record strategies American advertisements % Vietnamese advertisements % Task oriented 2.86 Request 11.43 Alerting 2.86 Suggestion/ advice 40 Warning Imperative form 42.86 80 Examples It’s your chance, embrace it (Chanel) Use as directed for 14 days to treat frequent heartburn (Nexium) Experience the Camry V6 for yourself at toyota.com/camry (Camry) Để biết thêm thông tin chi tiết, bạn nhờ dƣợc sỹ đại học tƣ vấn theo số 1900 6033 (Viên uống hoa thiên) Đừng để bé bỏ lỡ hội học hỏi không khỏe mạnh (Enfagrow A+) Dive in and watch the trailer at WaterFireSaga.com (Deep down) Table 3.4 indicates that among the six bald-on record strategies present in the selected data, Imperative form is the most popular bald-on record strategy for both American and Vietnamese advertisements; however, the proportion of using that strategy is different While in Vietnamese data, it constitutes the majority of bald-on record strategies with 80%, in American advertising, it only covers 46.3% There are two bald-on record strategies named Request and Alerting evident in American data only while Warning only appears in Vietnamese data Additionally, Suggestion and Advice covers 40% of Bald-on record strategy in American advertising, nearly the same proportion as the most frequently-used 90 strategy – Imperative form Examples of advertisements portraying bald-on record strategies are given below Advertisement 10: Product: Camry car Description: A black Camry car on the racing road surrounded by red color Text: CAMRY Thrill Rude 268 HP CAMRY SE IS ONE HECK OF A RIDE Experience the Camry V6 for yourself at toyota.com/camry The linguistic politeness strategy employed in this advertisement is baldon record by the use of imperatives The aim of using imperative here is to invoke the urgency of the product being offered thus persuading the target audience to get the product In this advertisement, the advertiser first shows the offer that Camry can bring the target customer “thrill rude and one heck of a ride.” The ad-writer then urges the customer to experience the Camry V6 themselves to see whether or not Camry V6 is worth purchasing Advertisement 11: Product: Functional food – Hoa Thien Description: Two images of the product, one is small, and the other is doubled in size 91 Text: VIÊN UỐNG Hoa thiên Công ty cổ phần Dƣợc phẩm Hoa Thiên Phú đƣa thị trƣờng sản phẩm Viên Uống Hoa Thiên với thành phần nhƣ tinh chất mầm đậu nành, nhung hƣơu, L-cystine, quy râu, ngƣu tất, lô hội, omega-3, 6, collagen… có khả bổ sung, tăng cƣờng nội tiết tố nữ, nhờ khắc phục đƣợc vấn đề mà phụ nữ sau tuổi 30 thƣờng phải bận tâm sức khỏe, nhan sắc đời sống vợ chồng Với tác dụng cân nội tiết tố nữ, Viên Uống Hoa Thiên giúp giảm khô hạn, tăng ham muốn, tăng cƣờng sinh lý nữ, giúp giấc ngủ sâu, ngon khơng cịn đau đầu, bốc hỏa, chóng mặt đồng thời chống lại tình trạng da nhăn, khơ, sạm, trả lại cho phụ nữ da căng mịn, đàn hồi, trắng sáng Để biết thêm thông tin chi tiết, bạn nhờ dƣợc sỹ đại học tƣ vấn theo số 1900 6033 Hoa Thien Phu Pharmaceutical Joint Stock Company has introduced the product of Hoa Thien with ingredients such as soybean essence, deer velvet, L-cystine, beard, aloe vera, aloe vera, omega-3, 6, collagen which have the ability to supplement and enhance female hormone; as a result, it helps women overcome issues that women after the age of 30 often have to bother: health, beauty and conjugal life With the effect of female hormone balance, the capsules help to reduce diarrhea, increase libido, enhance female physiology, help deep and better sleep, have no headache; hot flushes; and It also helps to reduce dizziness, wrinkles, dry skin and women will have stretch, elastic, white skin For more information, please consult the University Pharmacy Consultant at 1900 6033 “Advice” according to Brown and Levinson (1987: 76) is one of the acts that can threaten the negative face of the hearer, so it needs to be softened with redressive action However, they also define the so-called “sympathetic advice” which is primarily in the hearer’s interest and given to convey the speaker’s care about the hearer and therefore about the hearer’s positive face (Brown and Levinson, 1987: 98) As can be seen in advertisement 11, after introducing a variety of the product’s ingredients, its use and its benefits, the advertiser gives 92 advice to the target customer on how to enquire more information about the product by calling number 1900 6033 to get the advice from the physicians 3.4.2 Linguistic realization of bald-on record strategies in American and Vietnamese commercial magazine advertisements The following part examines in detail the linguistic realization of the most popular bald-on record strategy in American and Vietnamese advertisements, Imperative form Firstly, in terms of word numbers, most of American imperatives are rather short with the range from two words up to ten words; Vietnamese imperatives, on the other hand, are relatively long with four up to forty words in an imperative It seems to suggest that American ad-writers notice more to non-verbal messages while Vietnamese ones prefer using verbal language to convey their message Additionally, this result also confirms lowcontext culture of America and high-context one of Vietnam Secondly, in terms of structure, although the syntactic form is imperative form, American and Vietnamese advertising employ different sentence patterns In American magazine advertisements, together with the imperative form to urge the target customers to purchase the products or use the service, telephone numbers or websites are also provided so that customers can know more about the products as in the following examples:  Learn more ways to bend the rules at Lancome.com  Find your color at sallyhansen.com  Meet the extended family at eptfamily.com  SIMPLY CALL 1855-THE-SALON 1855-843-7256 OR VISIT WWW.DREAMCATCHERS.COM Vietnamese advertisements, beside the bigger numbers of words, tend to use imperative together with the brand name of the product as well as the product’s outstanding features In other words, Vietnamese advertisers have a 93 tendency of emphasizing the effectiveness of the products to convince their customers to buy their products The following example illustrates this point:  Hãy trải nghiệm bí Dove Phục Hồi Hư Tổn dưỡng tóc khỏe, khơng lo hư tổn chia sẻ khoảnh khắc vui tóc đẹp qua hình chụp video để trở thành gương mặt Dove (Experience the secret of Dove Restoration which make your hair healthy; you not have to worry about damaged hair and share fun moments with beautiful hair through pictures or videos to become the face of Dove.) As can be seen, in this advertisement, the imperative form is used to ask customers to “experience the secret of” the new product of Dove – Dove Restoration After that, the advertisement continues with more explanation about the effectiveness of the product; that is the product can make customers’ hair healthier and therefore, customers not need to worry about the damaged hair Consequently, with the beautiful hair, customers can take photos or make videos to show off their hair and become the face of Dove A lot of messages are conveyed just in one imperative, and undoubtedly, many of customers, especially young girls would like to try this product to enjoy the benefits that the product can bring them Finally, in terms of semantics, both American and Vietnamese advertising utilize such words as “experience” or “taste” to persuade the customers to try the product to ensure that the product is as good as it is advertised The following utterances are taken from both American and Vietnamese magazine advertisements:  TASTE IT ALL (Camel)  EXPERIENCE 100% SECOND-SKIN PERFECTION (Maybelline)  Hãy khám phá, trải nghiệm tận hưởng dễ chịu bạn chưa biết đến (Sanyo) (Discover, experience and enjoy the comfort you never knew.) 94  Cảm nhận vẻ đẹp đẳng cấp Nissan Sunny với chiều dài vượt trội phong cách sang trọng bật dòng sedan hạng trung (Nissan Sunny) (Experience the beauty of the Nissan Sunny with outstanding length and luxurious style prominent in the mid-size sedan.) All in all, although Imperative form is the most popular Bald-on record strategy used by both American and Vietnamese advertising, it is realized by different linguistic patterns in the two data sets Short utterances including other information like telephone numbers and/ or websites is the form that this strategy is realized in American advertising In Vietnamese advertisements, longer utterances including the imperative in combination with product’s name and its distinctive features are normally used 3.5 The hybrid negative-positive politeness strategy in American and Vietnamese commercial magazine advertisements As in Table 3.1, the hybrid negative-positive politeness strategy is the third popular politeness strategy used in Vietnamese magazine advertisements When investigating into linguistic realization of this hybrid, it is found that there is no significant difference in the use of this strategy in American and Vietnamese magazine advertisements Most of the selected advertisements in this study employ the hybrid of negative – positive strategy by combining Impersonalize S and H and Offer/ Promise strategy This combination can be explained by the fact that in advertising, in order to convince customers about the effectiveness of the products, ad-writers should emphasize on the objectivity when mentioning the distinctive features of the products In order to so, they can use the strategy Impersonalize S and H to ensure that the product or service itself is beneficial for the customers and then Offer/ Promise strategy will help customers to be aware of which specific benefits they can get from the product/ service This combination can be seen in the following example taken from Vietnamese data: 95 Advertisement 12: Product: Anlene Milk Description: Hồng Thy, a Vietnamese actress, is running with her aunt in a park They are smiling happily Text: Anlene đƣợc thử nghiệm lâm sàng giúp bắt đầu làm giảm nguy lỗng xƣơng vịng tuần Từ tuổi 35, xƣơng bắt đầu suy yếu, phụ nữ dễ có nguy bị lỗng xƣơng hơn, ảnh hƣởng đến sống động Vì thế, bắt đầu uống Anlene hôm để giúp xƣơng khỏe chăm lo thật tốt cho gia đình, cơng việc Để biết thêm thông tin sức khỏe xƣơng, vui lòng gọi 1900599979 (miễn cƣớc) Anlene is clinically tested to help reduce the risk of osteoporosis within weeks From the age of 35, the bones begin to weaken, and women are at greater risk for osteoporosis which can affect their active life So start taking Anlene today to keep your bones healthy and be able to take care of your family and work For more information on bone health, call 1900599979 (free of charge) The mixed strategy used in this advertisement is the combination of negative strategy Impersonalize “Anlene is clinically tested” and positive strategy Offer/promise “to help reduce the risk of osteoporosis within weeks.” This combination makes the advertisement is more persuasive when the product is wisely introduced with scientific evidence and its benefits After that, the advert denotes the common phenomenon of middle-aged women “are at greater risk for osteoporosis” Therefore, Anlene is an appropriate product to help them improve their health to “be able to take care of … family and work.” The same type of combination can be found in American data as in the following example Advertisement 13: Product: Eos shave cream Description: the image of the product on pink background 96 Text: Be Irresistibly Soft and Smooth Eos shave cream is so rich and moisturizing, you can shave wet or dry Packed with natural shea butter, eos leaves your skin super-soft and irresistibly smooth The product advertised is Eos shave cream The advertisement begins with two adjectival phrases to emphasize the special characteristics of the product “Irresistibly, soft and smooth.” It then continues with more explanation for this three features “eos shave cream is so rich and moisturizing, you can shave wet or dry.” Finally, it ends with the combination of the mixed strategy between Impersonalize S and H by the use of reduced passive clause “Packed with natural shea butter” and Offer/ Promise strategy “eos leaves your skin super-soft and irresistibly smooth.” Once again, the advertisement recalls the benefits of the product and persuades the customers to buy that product as it is not only effective but also natural and good for health To sum up, no significant difference has been found in the use of the hybrid Negative-positive strategy between American and Vietnamese magazine advertisements except for the difference in the proportion 3.6 Concluding remarks Tải FULL (225 trang): https://bit.ly/3PTm4ti Dự phòng: fb.com/TaiHo123doc.net As can be seen from the aforementioned findings and discussions, there are both similarities and differences in the use of politeness strategies in American and Vietnamese magazine advertisements Firstly, it is found that although positive politeness strategies are the primary strategies used by both American and Vietnamese advertisers, the proportion of this strategy is different between American and Vietnamese advertising The popularity of positive politeness strategies seems to suggest that this strategy is preferred in advertising to shorten the social distance, and then to make the advertiser and addressee closer to each other However, the higher proportion of Vietnamese advertisements employing this strategy (around 35%) in comparison with that of American advertisements 97 (approximately 19%) seems to show the collectivist nature of Vietnam as part eastern (Nisbett, 2003) that dominantly shows in-group solidarity Secondly, among different positive politeness strategies, Offer/ Promise is favorable by both American and Vietnamese advertisers However, the realization of this strategy is different between the two data sets While noun phrases and comparative language are popularly used in American advertising, Vietnamese advertisers seem to prefer using verb phrases and longer sentence patterns It seems to denote the dynamic of American English language and stability of Vietnamese language Tải FULL (225 trang): https://bit.ly/3PTm4ti Dự phòng: fb.com/TaiHo123doc.net Similarly, other politeness strategies are also manifested differently in American and Vietnamese advertising Among bald-on record strategies, although Imperative form is the most popular strategy, the way it is realized is different In American advertising, this strategy is realized via imperative form in combination with telephone number or websites to clearly show the needed information In Vietnamese advertisements, imperative form is often combined with brand name of the product and the product’s outstanding features This difference seems to suggest that American advertisers are more direct in communication than Vietnamese ad-writers All in all, the differences in the use of politeness strategies in American and Vietnamese advertising support the idea that these observed betweencountry differences are attributable to between-country differences in cultural values These findings are in line with the findings of Brown (1980) which shows that the influence of language on thought and behavior can probably best be depicted in the world of advertising The findings of the thesis also fill the gaps of other studies such as Hongfei Ke (2006), Wise (2011), Pishghadam and Navari (2012) on politeness as the thesis examines not only the availability of politeness strategies in advertising but also the manifestation of these strategies Table 3.5 summarizes the similarities and differences in politeness strategies used in American and Vietnamese commercial magazine advertisements 98 Table 3.5 Similarities and differences in politeness strategies used in American and Vietnamese magazine advertisements Politeness strategies Single positive politeness strategies Offer/ Promise strategy Exaggerate (interest, approval, sympathy with H) Give gifts to H American advertising Vietnamese advertising The most popular type of politeness strategy Prevalent of both American and Vietnamese advertisements Use the following words/ phrases:  (The product) offers/makes/ helps/ creates / protects/ improves/ provides/ supplies/ leaves/ enhances … (things that are necessary for target customers)  (The product) helps reduce/ reduces/ eliminates/ removes … (things that cause problems to the customers)  (Using the product, the customer can) get …  (The product’s effect) lasts (within a period of time) …  (The product) allows customers to … Realized in noun phrases: Realized in verb phrases: - Noun phrases function as an independent clause - main components: central element (the main - most frequently-used premodifiers: Compound verb) + post-additive element premodifiers, Descriptive premodifiers, and - Central element: offer/make/ help/ create/ protect/ Classifying premodifiers improve/ provide/ supply/ leave/ enhance - Post additive: objects + complements Use a variety of comparative language: Use sentence pattern: - comparative “Với (With) + words/ phrases denote technological - superlative value of the product.” - implicit comparison: “Only (the product) reveals/ has exclusive …” or “(The product) is the first and the only …” For improvement + beauty: noun phrases + For improvement + beauty: verb phrases comparative For protection + health: simple sentences For protection + convenience: simple sentences Second most popular positive politeness strategies 99 Single positive politeness strategies Single negative politeness Notice, attend to H – create a friendly environment Seek agreement Avoid disagreement, Joke Assume or assert reciprocity Impersonalize S & H Nominalize Be conventionally indirect Impersonalize S & H Minimize the imposition Give deference Go on record as a incurring a debt, or as not indebting H Multiple negative politeness Apologize Be pessimistic State the FTA as a general rule Imperative form Bald-on record Request Alerting Warning Hybrid negative-positive Second most popular positive politeness strategies + + + + Second popular type of politeness strategies used in American and Vietnamese magazine advertisements most popular single negative politeness strategies Avoid using personal pronouns + + rd The popular politeness strategy The most popular bald-on record strategy 2- 10 words/ utterance Use imperative form + telephone number/ website + – 40 words/ utterance Use imperative + brand name of the product + product’s outstanding features + + + The 3rd popular politeness strategy Combination of Impersonalize S and H + Offer/ Promise strategy 100 CHAPTER ADVERTISING APPEALS IN AMERICAN AND VIETNAMESE COMMERCIAL MAGAZINE ADVERTISEMENTS This chapter answers the second research question: What are advertising appeals employed in American and Vietnamese commercial magazine advertisements? The researcher first presents the frequency of advertising appeals in American and Vietnamese advertisements Then, linguistic realization of advertising appeals is shown, and finally the findings and discussions are provided 4.1 Frequency of advertising appeals in American and Vietnamese commercial magazine advertisements As aforementioned (cf 2.5.2., p.57), this study employs Pollay’s (1983) advertising appeal system From the pilot study (cf p.57), it is found that 30 advertising appeals are evident in the data set Therefore, in this part, these 30 advertising appeals are examined in American and Vietnamese commercial magazine advertisements, and their proportion is sought The results reveal that Effectiveness (51.8%), Distinctive (28.2%), Modern (23.5%) and mixture of two appeals (16.9%) were used as primary appeals in both countries’ magazine advertisements The results also reveal that Modesty, Maturity, Vain, and Sexuality appeals were not used as much in American and Vietnamese magazine adverts Additionally, there are certain differences between the preferences of using advertising appeals between Amerian and Vietnamese advertising Relaxation and Enjoyment, for example, are the two appeals that are more popularly used in American advertisements whereas Family is more favored in Vietnamese data One interesting thing is Freedom appeal only appears in Vietnamese selected data This finding goes against finding of Daechun (2003) which indicates the presence of this appeal in American advertising 101 6812076 ... advertising appeals in American and Vietnamese commercial magazine advertisements 109 4.2.1 Linguistic realization of Effectiveness appeal in American and Vietnamese commercial magazine advertisements. .. What are advertising appeals employed in American and Vietnamese commercial magazine advertisements? How are politeness strategies realized in advertising appeals in American and Vietnamese commercial. .. strategies in American and Vietnamese commercial magazine advertisements 89 3.4.2 Linguistic realization of bald-on record strategies in American and Vietnamese commercial magazine advertisements