Đặc điểm từ ngữ trong diễn ngôn quảng cáo thực phẩm chức năng trên mạng xã hội facebook

NGON NGO' so9 2022 DaC DrEM TU'NCTITRONC OrcN NCON QUANC CAO ruqt puAm cHr.Ic NANc rnnlr ur4Nc xA ugr FACEBOOK oo xH6r rGU\ t\' pHax rHaxH sAo rRAx, Abstract: Words in the food supplement advertising discourse on Facebook conFibute to expressing the register characteristics ofthe discourse They have both the common featffes ofthe language ofsocial networks and their own characteristics Depending on the use of the product and the mark€ting stategy of the brand, the food supplement advertising discourse has different uses words to promote persuasion, to increase the ability to grasp aod remember information The article surveys 586 discourses ofeight food supplement brands to initially clari! the characteristics words which will be used a basis for analyzing food supplement advertising discourses on Facebook Key words: dricorrrse analltsis, advertising discourse, characleristics ofwords l DAn nh$p Tt ngir vta la phuong ti€n di6n d+t nQi dung di6n ng6n vua la y6u ti5 aanfr aiu giup nhrin di€n loai diEn ng6n va thd hien dac t.lmg ue tnrong, thuc, kh6ng cta di6n ng6n Di6n ng6n quing c6o thyc phim xi h6i Facebook c6 nitng nr ngt girip khrich hdng ti€m n6ng nhin bi6t quring c6o li qudng c6o v6 TPCN Ngoiri ra, vi DNQC TPCN duoc th6 hien tr6n mqng xE hQi Facebook n€n nr ngt cfrng c6 nhi€u dlc tnmg cua ng6n ng[ mpg xn h6i Bdi vi€t sE m6 Li c6c d{c di6m tu ngt DNQC TPCN tren m4ng.xa hQi Facebook qua khio srit 586 di6n ng6n cria t61n $an hang: vi6n uiing gini tlQc gan Naturenz, vi6n udng giii ilQc gan TuQ Linh, vi6n udng cAn beng nQi tiCt t6 nt Bio Xuin; vi€n u6ng cii thi6n sinh li nt Sim Angela Gold; vi6n u6ng bio vQ mit Wit, vi6n ui5ng bio vQ n5o OTiV, men vi sinh Yunpro (d4ng bQt) vd siro ting cudng sric il6 khrimg Pimum chuc ning (DNQC TPCN) trCn mang Di6n ng6n 2.1 vi diSn ng6n quing cio thgc phAm chrirc nlng tr6n mgng xi hQi Facebook Khdi niQm diSn ng6n Thudt ngt di6n ngdn tlugc nhiAu nhi nghi6n cuu cil ging ldm r0, hoic ph6n biQt n6 voi vin bin, hai mit hinh thuc vd chuc ning, ho[c tap trung xem xdt n6 o d4ng ng6n ngt o d4ng hdnh chuc Crystal cho ring di6n ng6n ln "MOt chu6i ng6n ngt (tl[c biQt ld ng6n ng& n6i) li6n trlc lon hon ciu, thuong t+o n6n mQt don vi c6 m-4ch lqc, nhu bii mry6n giio, mQt li lC, mQt ciu chuyQn ti6u lim hay chuyQn kd vir.vf,n bin ld m6t tloan di6n ngdn n6i hay vi6t, hoqc thd hiQn d d?ng ki hiQu su.dpng q.nhi6n, duo c xric dinh tl€ phdn tich Diy thuong ld mQt ilon vl ng6n ngt c6 mQt chuc ndng giao tiCp c6 the xic dfuh tlugc nhu mQt cuqc hQi tho4i hay tdm 6p phich" [.[, tr.200] Nguydn Hoi dinh nghia "Di€n ng6n ld mQt sg kiQn hay quri trinh.giao ti€p hodn.chinh th6ng nhAt c6 mqc dich kh6ng c6 gicri hp ilugc su dpng cdc hoin cdnh giao ti6p xd hQi cu th€" [3, tr.33] Theo tl6, nghi6n ciru di6n ng6n kh6ng chi drmg lqi d nQi dung dugc the hien trCn bC mit ng6n tu md cin phdi xem xdt toan bO sg kiQn giao ti€p Vi ld mQt sq kiQn giao ti6p hodn chinh, di6n ng6n phii c6 tinh muc dich, c6 chrh dA, c6 tinh tht5ng nh6t vi m4ch l4c.Su kiQn giao ti6p niy phrii dugc xem x6t.dya trCn toin b6 y6u tti ng6n ngrl (tu ngt, ngu phdp, ) vd c6c ytiu tii ngoii ngdn ngt (ngu crinh tinh hu6ng, ngf cdnh vin ho6 ) Tt ngE DNQC TPCN ld ctng Ii y6., ti5 qr,an tralg, th6 hiQn ilugc tlfc didm ngt rqc cta diEn ng6n Theo Halliday, "ngt vyc dugc t4o thinh tu c6c il6c tli6m ng6n ngt c6 li6n quan tlic biet d6n kCt cau vi tinh hui5ng, vd ngt vgc, cdn ld t6p hqp c6c ngtria, cAu tnic cira ciic m6 hinh tlugc suy O c6c tli,iu ki-6n cu thC vA nhtng tu ng[, cdu truc dugc sri dung d6 hiQn thgc h6a nhtng nghia d6" [5, tr 4l- zl4] Nhu v{y, I Hgc vi6n cao hgc Trudng D4i hgc Khoa hqc Xa hOi Nhdn van - Dai hqc Qu& gia'I,-hamh phii, HO Chi Minh X6 hoi vd Nhdn ven - D6i hQc Qutic gia Thinh phti Hd Cnf ltintr '] Trudng Dai hoc I(hoa hoc D{c iti6m tir nga l4S tu ngrl ln y6u ti5 kh6ng th6 thiiiu m6 ti, hQ thting h6a tlic dii3m cua_DNec rpcN vi€c khio s6t, nghien cuu cric y6u t6 tu ngt DNQC TPCN trcn mang xe hQi ld cin thiiit, g6p phan lam 16 dtrc rnmg ngt luc cta loai di6n ng6n ndy 2.2 DiSn ng6n qu,ing cdo thyc phim chit ndng rr4n mgng xi hQi Facebook Theo Mai Xuin Huy, DNQC tluo c