(LUẬN văn THẠC sĩ) a cross cultural pragmatic analysis of commercial advertisements in american and vietnamese magazines

REVIEW OF LITERATURE

Advertising

“Advertere,” a Latin word meaning to warn or to call attention to, is the root of the word “advertise.” There are a variety of definitions of advertising

According to Dyer (1982), advertising is a method of attracting attention and informing individuals or groups about a particular subject When the audience is extensive, public announcements or advertisements become essential for effective communication.

Advertising is defined as a non-personal communication method that conveys information about products, services, or ideas, typically funded by identified sponsors and designed to be persuasive This communication occurs through various media channels, highlighting the importance of strategic messaging in reaching target audiences.

According to Dyan (1995), advertising is defined as the paid and impersonal promotion of persuasive information from a recognized sponsor, delivered through mass communication channels to encourage the acceptance of products, services, or concepts.

Based on the above definitions and from the author’s perspective, advertising is informing a large group of people about a product or service via

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores how different advertisements are designed to capture the audience's attention and motivate them to take actions such as purchasing products, utilizing services, or engaging in charitable activities By examining the cultural nuances and pragmatic strategies employed in these advertisements, the study highlights the effectiveness of various marketing techniques across diverse cultural contexts.

Advertising can be classified based on different criteria The following classification is based on Bovee & Arens (1992)’s as their typology is exhaustive and comprehensible

In terms of media, advertising includes print advertising (newspapers and magazines), broadcast advertising (radio and television), out-of-home advertising (outdoor and transit advertising), and direct-mail advertising

International advertising focuses on foreign markets, while national advertising targets customers across various regions within a country Regional advertising is designed for products sold in specific areas, and local advertising is aimed at consumers in a single city or local trading area.

Consumer and business advertising are classified based on their target audience, which is closely linked to the advertisement's purpose The product manufacturer typically defines this purpose, and the product's stage in the product life cycle also influences the advertising approach Consequently, various advertising forms are suitable for different stages of the product life cycle.

Action advertising and awareness advertising are two distinct types of advertising focused on consumer response Action advertising aims to elicit immediate responses from readers, typically found in newspapers and magazines, and includes contact information such as phone numbers or website links for further engagement In contrast, awareness advertising seeks to create brand recognition and familiarity over time, fostering a long-term connection with the audience.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, highlighting how these ads shape product images, generate consumer interest, and foster brand loyalty By examining the differences and similarities in advertising strategies, the study aims to uncover the cultural nuances that influence consumer behavior in both markets.

Product advertising focuses on promoting goods and services, while non-product advertising seeks to influence public awareness and attitudes towards organizations and their initiatives This latter category encompasses advertisements for charities and political parties, aiming to sell ideas rather than tangible products.

Commercial advertising aims to promote goods, services, or ideas for profit, requiring ad-writers to effectively attract consumers In contrast, non-commercial advertising serves purposes like recruitment, public health promotion, and encouraging charitable donations This study specifically focuses on commercial advertising within print media, particularly magazines.

Advertising is a crucial component of marketing, defined by the four essential factors known as the marketing mix: product, price, place, and promotion Among these, promotion encompasses various strategies, including advertising, personal selling, publicity, and sales promotion As highlighted by Pride (1990), advertising stands out as the most significant tool for enhancing sales and generating interest.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural contexts, and consumer perceptions between the two countries By examining the linguistic and visual elements of these advertisements, the study aims to uncover how cultural nuances influence marketing effectiveness The findings provide valuable insights for marketers looking to tailor their campaigns to diverse audiences while enhancing cross-cultural communication.

Figure 1.1 Marketing mix, Pride (1990) Figure 1.2 Promotion mix, Pride (1990)

Advertising is recognized as a key driver of consumer purchases, essential for maintaining economic momentum Its primary function is to introduce diverse products to the public, fostering market economy growth Ultimately, advertising is vital to modern society.

To effectively attract an audience, advertising language must align with the principles of effective verbal communication, incorporating the six language roles identified by Jakobson (1960, cited in Sebeok, 1960: 350-377).

 Referential function: describes a situation, an object, or a mental state and is oriented toward the context

 Emotive function: adds the information about the internal state of the speaker and orientates toward the addresser

 Conative function: engages the addressee directly and is represented in imperatives and vocatives

 Phatic function: establishes, discontinues, or prolongs the communication

 Meta-lingual function: describes and discusses the language itself

 Poetic function: focuses on the message for its own sake

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer perceptions between the two countries By examining the linguistic and contextual elements of these advertisements, the study aims to highlight how cultural factors influence marketing approaches and effectiveness Ultimately, this analysis provides valuable insights for marketers looking to tailor their strategies for diverse audiences in a global marketplace.

Advertising appeals

Appeals play a crucial role in marketing by enhancing the attractiveness of a product to consumers As noted by Wells, Burnetts, and Moritaty (1995), these appeals are designed to highlight specific product attributes that embody the perceived values of the advertised items.

Appeals are classified in different ways Kotler (1997) differentiates three types of appeals; namely, rational appeals, emotional appeals and moral appeals

Rational appeals focus on the audience's self-interest by highlighting the product's quality, value, or performance In contrast, emotional appeals aim to evoke strong feelings, such as fear, guilt, or joy Lastly, moral appeals resonate with the audience's sense of ethics and propriety.

Therefore, they include such appeals as ecological appeals or nationalism This way of classification is somewhat similar to advertising values which are manifested in advertising messages

Advertising appeals can be classified into two main categories: rational and emotional This classification stems from Copeland's early proposition that consumers make purchases based on either rational or emotional motivations Rational advertising is rooted in traditional information processing models that guide decision-making.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, focusing on how advertising appeals influence consumer decision-making It highlights that logical appeals resonate with consumers' self-interest by emphasizing product benefits such as quality, economy, and performance In contrast, emotional appeals aim to evoke positive feelings about the product, fostering a friendly brand image that enhances consumer connection The author supports this classification as it effectively captures the dynamics of advertising strategies in different cultural contexts.

1.2.2 Pollay’s appeal system and its application to the present study

Pollay (1983) introduces a framework of 42 advertising appeals derived from an extensive review of previous research, aimed at measuring cultural values within advertising He highlights that advertising often reflects a distinct set of values compared to broader societal norms While advertising primarily showcases positive appeals related to products, it also incorporates negative appeals, such as fear or guilt, which are reinterpreted as safety appeals within Pollay's framework.

Pollay’s framework is recognized as the most comprehensive collection of advertising appeals, according to numerous scholars (Dahl, 2002) This framework serves as an extensive categorization of advertising appeals and has undergone rigorous testing and validation through various empirical studies, including those conducted by Albers (1994), Cheng (1997), and Harwood & Roy (1999).

Conceptual definitions of Pollay’s appeals are described as in Table 1.1

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores how cultural differences influence advertising strategies and consumer perceptions in both countries The study highlights key elements such as language use, imagery, and persuasive techniques that reflect each culture's values and norms By comparing these advertisements, the research aims to understand the effectiveness of communication in diverse cultural contexts and its implications for marketers Ultimately, this analysis provides valuable insights for businesses looking to tailor their advertising approaches in international markets.

It relates to feasible, workable, useful, pragmatic, appropriate, functional, consistent, efficient, helpful, comfortable/ tasty A product if suggested to be powerful and capable of achieving certain ends

Highlighting the superior quality and longevity of a product, it often boasts awards and certifications from government authorities, underscoring its high standards and exceptional performance.

3 Convenience It stresses handy, time-saving, quick, easy, suitable, accessible, and versatile A product is suggested to be handy and easy to use

4 Ornamental It suggests beauty, ornateness, decorativeness, adornment, embellishment, design and style

The inexpensive, affordable, and cost-saving nature of a product is emphasized

6 Dear It means highly regarded, costly, extravagant, exorbitant, luxurious, priceless

The unrivaled, incomparable, and unparalleled nature of a product is emphasized

8 Popularity The focus is on the universal recognition and acceptable of a certain product by consumers

9 Traditional The experience of the past, customs, and conventions are respected The qualities of being historical, time-honored, and legendary are venerated

10 Modern The notion of being contemporary, modern, new, improved, progressive, advanced, up-to-date, and ahead of time is emphasized

11 Natural It suggests spiritual harmony between man and nature by making references to the elements, animals, vegetable or mineral

12 Technology The advanced and sophisticated technical skills to engineer and manufacture a particular product are emphasized

13 Wisdom It relates to knowledge, education, awareness, intelligence, curiosity, satisfaction, comprehension, sagacity, expertise, judgment, experience

14 Magic The emphasis is on the miraculous effect and nature of a product

It refers to achievement, accomplishment, ambition, success, careers, self- development, being skilled, accomplished, proficient, pulling your weight, contributing, doing your share

16 Relaxation The use of the product will bring one comfort or relaxation

17 Enjoyment It relates to have fun, laugh, be happy, and celebrate, to enjoy games, parties, feasts and festivities A product will make its users wild with joy

It means being adult, grown-up, middle-aged, senior, elderly, having associated insight, wisdom, mellowness, adjustment; refers to aging, death, retirement, or age related disabilities or compensations

19 Youth The worship of the youngest generation is shown through the description of younger models The rejuvenating benefits of the products are stressed

It refers to security (from external threat), carefulness, caution, stability, absence of hazards, potential injury or other risks, guarantees, warranties, manufacturers’ reassurances

21 Tamed It means docile, civilized, restrained, obedient, compliant, faithful, reliable, responsible, domesticated, sacrificing, self-denying

22 Morality It means humane, just, fair, honest, ethical, reputation, principled, religious, devoted, and spiritual

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer perceptions between the two countries By examining the linguistic and contextual elements of these advertisements, the study aims to highlight how cultural values influence marketing approaches The findings provide insights into effective communication techniques that resonate with diverse audiences, ultimately contributing to a better understanding of global advertising practices.

23 Modesty It means being modest, nạve, demure, innocent, inhibited, bashful, reserved, timid, coy, virtuous, pure, shy, virginal

24 Humility It means unaffected, unassuming, unobtrusive, patient, fate-accepting, resigned, meek, plain-folk, down-to-earth

25 Plain It means unaffected, natural, prosaic, homespun, simple, artless, unpretentious

26 Frail It means delicate, frail, dainty, sensitive, tender, susceptible, vulnerable, soft, genteel

27 Adventure It suggests boldness, daring, bravery, courage, seeking adventure, thrills, or excitement

It means primitive, untamed, fierce, course, rowdy, ribald, obscene, voracious, gluttonous, frenzied, uncontrolled, unreliable, corrupt, obscene, deceitful, savage

29 Freedom It suggests spontaneity, carefree, liberty and indulgence

30 Casual It means unkempt, disheveled, messy, disordered, untidy, rugged, rumpled, sloppy, casual, irregular, noncompulsive, imperfect

31 Vain It means having a socially desirable appearance, being beautiful, pretty, handsome, being fashionable, well groomed, tailored, graceful, glamorous

32 Sexuality The commercial uses glamorous and sensual models or has a background of lovers holding hands, embracing, or kissing to promote a product

33 Independence The emphasis is on self-sufficiency and self-reliance of an individual or on the individual as being distinct and unlike others

34 Security It means confident, secure, possessing dignity, self-worth, self-esteem, self-respect, peace of mind

The product is marketed as a means to enhance the user's status and reputation among peers, instilling a sense of prestige and trendsetting It promotes the idea that utilizing this product or service can lead to increased wealth and success, ultimately fostering a feeling of pride in its ownership.

Being accepted and liked by peers, colleagues, and the broader community is essential for social cohesion It involves gathering, socializing, and forming bonds through friendship and cooperation Embracing social customs, exhibiting good manners, and demonstrating social graces are vital for fostering positive interactions and maintaining decorum in various social settings.

It stresses giving charity, help love, protection, nursing, consolation, or support, comfort, nursing, care or sympathy to the weak, disabled, inexperienced, tried, young, elderly, etc

38 Succorance It means to receive expressions of love (all expressions except sexuality), gratitude, pats on the back, to feel deserving

The article highlights the significance of family life and relationships among family members It emphasizes key moments such as marriage, sibling companionship, and the warmth of home, while promoting a product that is portrayed as beneficial for the entire family.

It relates to community, state, national publics, public spiritedness, group unity, national identity, society, patriotism, civic and community organizations or other social organizations

41 Health This value commends that the use of a product will enhance or improve the vitality, soundness, strength, and robust of the body

42 Neat It refers to orderly, neat, precise, tidy, clean, spotless, unsoiled, sweet-smelling, bright, free from dirt, refuse, pests, vermin, stains and smells, sanitary

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, highlighting how cultural contexts shape the language and imagery used in marketing By examining these advertisements, the study aims to uncover the underlying cultural values and communication styles that influence consumer behavior in both countries The findings contribute to a deeper understanding of how advertisements reflect and affect cultural identity and consumer perceptions across different regions.

Pollay’s advertising appeals can be categorized on an overall level as either rational or emotional as stated in Albers-Miller and Stafford (1999)

Table 1.2 Classification of advertising appeals (Albers-Miller and Stafford, 1999)

Pollay’s (1983) advertising appeal system is widely regarded as comprehensive and reliable, yet it faces criticism due to its American-centric origins Scholars such as Zhang (2014) and De Mooij have raised concerns regarding its applicability in diverse cultural contexts.

Critics have raised concerns about the relevance of Pollay's 42 advertising appeals across different cultural contexts (2015) Research by Albers-Miller & Stafford (1999) and Albers-Miller & Straughan (2000) indicates that many of these appeals lack significance in service-oriented settings, identifying only 16 as emotionally and service-related Additionally, Zhang & Harwood (2004) critique Pollay's system for its excessive number of value items As a result, numerous scholars have utilized Pollay's taxonomy to identify the most suitable advertising appeals (Cheng, 1997; Cheng & Schweitzer, 1996; Ji & McNeal, 2001; Lin, 2009).

Politeness

Politeness has gained significant attention in recent years, with various researchers proposing different theories, including notable contributions from Lakoff (1973), Leech (1983), and Brown and Levinson (1978, 1987) It is widely regarded as a natural aspect of communication, with Thomas (1995) suggesting that it may even be viewed as a pragmatic discipline.

According to Nguyễn Quang (2011), humans possess a dual nature that combines social interaction with conscious thought, enabling the development of self-concept and other-concept This recognition leads individuals to understand their dual identity as both unique individuals and members of various societal groups Consequently, the need for politeness in communication arises, with positive politeness aimed at fulfilling social membership and negative politeness focused on enhancing individual identity Politeness plays a crucial role in maintaining social harmony, acting as both a product of social order and a foundation for human cooperation.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and the effectiveness of communication in these two distinct markets By examining the language, imagery, and cultural references used in advertisements, the study highlights how cultural context influences consumer perception and engagement The findings aim to enhance understanding of cross-cultural marketing practices and provide valuable insights for advertisers targeting diverse audiences.

Figure 1.3 Why Politeness?, adapted from Nguyễn Quang (2011)

The following part discusses in detail various definitions, approaches to politeness, general concepts in contemporary politeness theories and the relationship between politeness and advertising

Self-concept and other-concept

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and communication styles between the two countries By examining these advertisements, the study highlights how cultural context influences consumer perception and engagement The findings aim to enhance understanding of effective advertising practices in diverse cultural settings, offering valuable insights for marketers and advertisers operating in both American and Vietnamese markets.

Politeness is a widely recognized concept that has been defined by numerous researchers globally, yet a consistent definition remains elusive due to cultural variations in understanding and expressing politeness.

Etymologically, politeness was described as:

“… derived from the Latin „politus‟, past participle of „polire‟ meaning „to smooth.‟ Thus, „polite‟ original meant „smoothed,‟ „polished,‟ and subsequently

„refined,‟ „cultivated,‟ „well bred,‟ and so on when referring to people and

„courteous,‟ „urban‟ etc when referring to manners.” (Sifianou, 1992: 81 cited in Miriam A Locher, 2004: 89)

Politeness is linked to the behaviors of the upper classes, reflecting urban life, civilized manners, and various social behaviors.

Politeness, as defined by Hill et al (1986: 349), serves as a fundamental constraint in human interactions aimed at acknowledging others' feelings, fostering mutual comfort, and enhancing rapport.

From a strategic perspective, the concept is defined as the methods used to demonstrate awareness of another individual's face (Yule, 1997: 60) These strategies aim to reduce the face threat associated with face-threatening acts (Brown and Levinson, 1987).

Nguyễn Quang (2004: 11) defines politeness within the communicative approach as any intentional and appropriate communicative act, whether verbal or non-verbal, aimed at improving the feelings of others or mitigating negative emotions.

The author of this study is in favor of Nguyễn Quang (2004)’s conceptualization and functionally take politeness as making people feel good

Since the late 1970s, various politeness theories have emerged within the field of pragmatics Notably, four key theories have gained prominence: the conversational-maxim view, the face-saving view, the social-norm view, and the conversational-contract view.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores how cultural differences influence advertising strategies and consumer perceptions in both countries By examining the linguistic and contextual elements of advertisements, the study highlights the effectiveness of various approaches in engaging audiences The findings underscore the importance of cultural awareness in crafting impactful advertisements that resonate with diverse consumer bases Overall, this analysis contributes to a deeper understanding of the role of culture in international marketing practices.

The conversational-maxim approach, rooted in Grice’s cooperative principles (1975), emphasizes four key maxims: quantity (providing sufficient information), quality (ensuring truthfulness), relation (maintaining relevance), and manner (promoting clarity) Grice also suggests that additional maxims, like the politeness maxim, can enhance the cooperative principle Influential authors, including Lakoff, have built upon these foundational concepts.

(1973) and Leech (1983) suggest two sets of politeness rules

According to Lakoff (in Eelen, 2001: 2), politeness is defined as a system of interpersonal relations aimed at reducing conflict and confrontation in human interactions She proposes two key sets of politeness rules: "Be clear," which aligns with Grice’s cooperative principle, and "Be polite," which encompasses three specific rules.

(1) Don’t impose, (2) Offer optionality, and (3) Encourage feelings of camaraderie Her theory can be summarized as follows:

Pragmatic competence Rules of politeness

Figure 1.4 Lakoff (1973)’s rules of pragmatic competence

Lakoff's politeness theory, proposed in 1973, has faced criticism from researchers like Brown (1998) for lacking a comprehensive framework for her rules of politeness Marquez (2000) highlighted this issue, noting that Lakoff fails to define her key terms, often conflating formality with aloofness and camaraderie with sympathy.

Quantity Quality Relevance Manner Don’t impose Offer optionality Encourage feelings of camaraderie

Rules of conversation (Grice’s principles) Rules of politeness

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer behavior between the two countries By examining the linguistic and visual elements of advertisements, the study highlights how cultural context influences marketing effectiveness The findings provide valuable insights for marketers aiming to tailor their campaigns to diverse audiences, emphasizing the importance of understanding cultural dynamics in global advertising practices.

Politeness and advertising

According to Toolan (1988: 54), effective advertising language fosters a conversational interaction between advertisers and target customers through the use of interrogative and imperative verb moods Politeness plays a crucial role in this dynamic, influencing the relationship between advertisers and potential consumers To successfully persuade customers to purchase a product or service, advertisers must highlight the benefits while maintaining a respectful tone to avoid causing offense.

Mileva (1998) explores the role of politeness in advertising by comparing communication strategies in the US and Bulgaria The study reveals that Bulgarian advertisements utilize a direct approach, often featuring phrases like "Buy our product" or "Become a shareholder in our fund," which explicitly instruct consumers to make a purchase or engage with the service Additionally, these ads tend to be impersonal, lacking linguistic elements that foster a personal connection with the audience.

In American advertising, the imperative form serves as an indirect request or suggestion, highlighting the benefits of products Positive politeness strategies are employed to foster a strong connection with consumers, as seen in phrases like "Experience more Find more."

"Engage your senses and embrace the experience." This imperative phrase exemplifies how friendly advice can foster a connection with readers Research indicates that advertisements often function as face-threatening acts, as they serve as directives that pressure consumers into making purchases To counter potential rejection of their messages, advertisers employ face-saving politeness strategies, aiming to soften the impact of their requests and enhance consumer receptiveness.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural contexts, and consumer perceptions between the two countries By examining various advertisements, the study highlights how cultural values and communication styles influence marketing effectiveness The findings aim to enhance understanding of cross-cultural advertising practices and provide insights for marketers looking to engage diverse audiences effectively.

Advertising fosters relationships between advertisers and consumers, and politeness strategies play a crucial role in shaping the language used in advertisements According to Hardin (2001: 155), positive politeness enhances the effectiveness of advertising messages by aligning the desires of advertisers and consumers, using friendly appeals to encourage audience engagement Conversely, negative politeness strengthens the message through formality, respecting the reader's autonomy and face This approach supports the authority of the speaker, as it allows the advertiser to present valuable medical and technical information without offending the reader, empowering them to make informed decisions about the product or service.

Politeness plays a crucial role in enhancing social interactions by fostering positive relationships between speakers and listeners Central to politeness theory is the concept of "face," which reflects an individual's self-worth and self-image, both of which can be affected during interactions In various social contexts, it is essential for individuals to tailor their language to suit the situation and achieve their communication goals In advertising, maintaining the audience's face is particularly vital, as the primary objectives are to capture attention, generate interest, stimulate desire, and build conviction to encourage purchases Consequently, ad-writers must implement diverse strategies to uphold and protect their customers' face.

At the same time, appeals can be defined as something that makes the product particularly attractive or interesting to the consumer (Wells, Burnett, &

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and communication styles between the two countries By examining various advertisements, the study highlights how cultural context influences consumer perception and response The findings aim to enhance understanding of effective advertising practices in diverse cultural settings, providing valuable insights for marketers and advertisers operating in both markets.

Advertising appeals are closely linked to product attributes and are crafted to embody the perceived values of the advertised products For instance, a claim that a product contains 25% less sugar may lead consumers to believe that it offers health benefits, promoting a sense of safety and well-being These appeals reflect societal values, as noted by Pollay (1986), and serve to enhance customer perception Thus, there may be a significant relationship between politeness strategies and advertising appeals.

Review of previous studies

Advertising is a compelling subject of research, examined across various fields including mass media communication, business disciplines like economics, marketing, and management, as well as linguistics Within linguistics, researchers analyze advertising through diverse lenses such as discourse analysis, content analysis, visual analysis, pragmatic analysis, and multi-modal analysis This article reviews significant previous studies from a cross-cultural pragmatic perspective, highlighting their relevance to the current research.

1.5.1 Previous studies of advertising from cross-cultural pragmatic perspective

Many studies in pragmatics focus on the application of Grice's maxims, speech act theory, and elements like implicature, presupposition, entailment, and politeness strategies in advertising Additionally, some research investigates non-verbal cues and employs an inferential pragmatic approach to analyze the language used in advertisements.

Firstly, studies of Chiluwa (2007), Al-Azzawi (2010), or Lipping Ge

(2011) explore advertising language based on Grice’s maxims of cooperation in communication

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies between the two cultures, highlighting how cultural context influences consumer perceptions and responses By examining linguistic choices and visual elements, the study aims to understand how advertisements resonate with audiences in both countries The findings provide valuable insights for marketers looking to tailor their campaigns to diverse cultural landscapes, enhancing their effectiveness in reaching target demographics.

Chiluwa (2007) uses the speech acts theory by Austin (1969) and Searle

The study analyzes soft drink advertisements in Nigeria from 1969 to 1976, focusing on persuasive language It reveals that directive and representation acts—such as requesting, appealing, claiming, reporting, asserting, and suggesting—are predominant in these ads These strategies effectively engage consumers by appealing to their sense of ego, sex, class, and self-worth, making them the most effective persuasive techniques in the advertisements.

Al-Azzawi (2010) examines advertising language through the lens of pragmatics, focusing on Grice’s cooperative principles The study finds that advertisers utilize implicature and entailment to achieve their objectives, regardless of whether the audience's understanding aligns with that of the advertiser However, the analysis does not address the role of presupposition and other pragmatic elements that could also be relevant in advertising contexts.

Ge (2011) addresses the gap identified by Al-Azzawi (2010) by exploring the pragmatic functions of presupposition in English advertising The study demonstrates that presupposition serves as a linguistic tool to suggest the existence of specific conditions or events, whether they have occurred or not Consequently, presupposition effectively maximizes contextual impact on audiences while minimizing cognitive effort, thereby enhancing the overall effectiveness of advertisements.

Zhu Wenzhong and Li Jingyi (2013) explore the use of vague language in English commercial advertising by analyzing advertisements from newspapers in the USA, UK, Australia, and Canada Utilizing pragmatic theory, specifically the Cooperative Principle and Conversational Implicature, their study reveals that vague language serves both beneficial and detrimental purposes in advertising The positive aspects include enhancing communication flexibility, allowing advertisers to appeal to a broader audience.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, focusing on the importance of politeness and naturalness in language It emphasizes the need for expressiveness and clarity to enrich the conveyed messages and ensure accurate information However, it also warns that the inappropriate use of vague language can lead to misunderstandings and false interpretations by readers.

Numerous studies have explored the use of politeness strategies in advertising language, focusing on how politeness is conveyed through speech acts Notable research in this area includes work by Koga & Pearson (1992), Hongfei Ke (2006), Wise (2011), and Pishghadam and Navari.

In their 2012 study, Hongfei Ke and Wise utilize Brown & Levinson’s politeness model for their analysis, while Koga & Pearson, along with Pishghadam & Navari, integrate this model with other politeness theories, including those proposed by Ting & Toomey (1988) and Leech (1983).

Koga & Pearson (1992) analyze politeness strategies in advertising through a cross-cultural pragmatic lens, integrating Brown & Levinson’s and Ting & Toomey’s models Their findings indicate that Japanese advertisers favor social strategies that align with a collectivistic, vertical, and high-context culture, while American advertisers lean towards individual strategies typical of an individualistic, horizontal, and low-context culture However, the study's focus on female readers may compromise the objectivity of the results, as gender is a significant influencing factor Furthermore, a more refined categorization of face strategies is recommended for future research.

Hongfei Ke (2006) employs a politeness model based on Brown and Levinson's theory to analyze and compare Chinese and American advertisements The study examines 70 ads, focusing on aspects such as negative versus positive face value, individual versus social face value, and self versus other face value The findings reveal that Chinese advertisers tend to utilize more collective and negative face strategies in their marketing approaches.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, highlighting significant differences in advertising strategies American advertisements typically reflect individualistic, low-context cultural values, utilizing positive face strategies and a focus on individual concerns In contrast, Vietnamese ads are characterized by collectivistic, high-context cultural traits, emphasizing self-face strategies and collective concerns The study reveals that Chinese advertisements prioritize Association/ Collective/ Other face concerns, while American ads favor Association/ Individual/ Other face concerns These findings provide valuable insights for corporations aiming to enhance international product promotion Additionally, the research contributes to interdisciplinary studies in pragmatics and cross-cultural communication, although a larger sample size and more precise categorization of face strategies would improve the analysis.

In a study conducted by Wise (2011), the research focuses on speech acts and politeness in magazine advertising across Spanish and English cultures, utilizing a cross-cultural pragmatic perspective The study employs speech act theory alongside the politeness models developed by Brown and Levinson to analyze the nuances of communication in advertising.

Wise's analysis of directives and commissives in advertising, referencing studies by Leech (1983) and others, reveals that both Spanish and English advertisements predominantly utilize positive politeness strategies The research highlights distinct structural linguistic features inherent to each language that bolster these politeness strategies However, the findings are limited due to Wise's corpus being drawn from only two magazines—one for each language—restricting the generalizability of the results Additionally, the study's focus on just two types of speech acts suggests a need for further exploration of other speech act categories.

Pishghadam and Navari (2012) investigate the politeness strategies adopted in English and Persian ads so as to compare and contrast their

RESEARCH METHODOLOGY

Research questions

As aforementioned (Cf 3, Introduction, p.3), the study attempted to answer the following three research questions:

1 What are politeness strategies employed in American and Vietnamese commercial magazine advertisements?

2 What are advertising appeals employed in American and Vietnamese commercial magazine advertisements?

3 How are politeness strategies realized in advertising appeals in American and Vietnamese commercial magazine advertisements?

Samples

Selecting appropriate samples is vital for ensuring the reliability of research findings This study focuses on advertisements from selected American and Vietnamese magazines, specifically targeting commercial ads designed to motivate consumers to purchase products or utilize services.

Magazine advertising offers distinct advantages over other mediums like newspapers or the internet Primarily, magazine ads provide superior visual quality and resolution compared to online advertisements, resulting in more vibrant and engaging visuals This enhanced aesthetic appeal makes magazine advertising a compelling choice for brands aiming to create a strong visual impact.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It highlights the challenges researchers face when examining animated advertisements created with software tools due to their dynamic nature In contrast to newspaper advertisements, magazine ads boast superior quality and a more visually appealing design, making them more impactful and engaging for the audience.

Magazines have a significant advantage over newspapers and the Internet due to their longer lifespan While newspapers are typically read once and discarded, resulting in advertisements being seen only a single time, magazines tend to be retained for days, weeks, or even months In contrast, the fast-paced growth and disorganized nature of the Internet make it challenging to identify a representative sample of messages, complicating the establishment of a random sampling procedure (Weare & Lin, 2000).

Thirdly, magazines are specialized for particular target audience Therefore, it has higher chance for the product advertisements successfully reach its own target consumers

Magazine advertisements are more effective for analyzing politeness strategies and advertising appeals due to their static nature, which minimizes distractions commonly found in animated internet ads Unlike television and online advertisements, which incorporate various paralinguistic and extra-linguistic elements that can complicate message interpretation, magazine ads allow researchers to more clearly identify the specific strategies employed in advertising This clarity makes magazine advertisements the preferred medium for this type of study.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer engagement between the two countries By examining the language, imagery, and cultural references used in these advertisements, the study highlights how cultural context influences marketing effectiveness The findings provide valuable insights for marketers aiming to tailor their campaigns to diverse audiences, emphasizing the importance of understanding cultural dynamics in global advertising.

American and Vietnamese magazines are defined as publications created by native speakers in their respective languages and published within their countries For the purpose of this study, American magazines refer specifically to those written and published by Americans in the United States, while the same criteria apply to Vietnamese magazines This distinction is crucial for ensuring the reliability of the data analyzed.

Secondly, due to the availability and accessibility of American magazines, the samples of American magazines are selected first Three magazines namely

US weekly, Seventeenth, and Vogue, which according to the statistics given by

PSA Research Center (2014), are in the top of 50 most popular magazines by circulation, are selected Therefore, the popularity of these selected magazines can be ensured

Then, Vietnamese magazines are chosen with relatively similar popularity and target readers Consequently, the selected American and Vietnamese magazines are listed in the following table:

Table 2.1 American and Vietnamese magazines used in the study

1 US weekly 1.Tiếp thị và gia đình

Next, the author selects the samples containing the advertisements for coding purposes The magazines are chosen within a period of six months at the end of 2014

For each magazine, the author evaluates all color and black-and-white product advertisements a half page, a full page or larger in size This study only

This study conducts a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, focusing on half-page and full-page ads due to their prevalence and size control (Abhijit Biswas et al., 1992) It specifically examines advertisements promoting goods, services, or business ideas aimed at generating profit, ensuring they include essential elements such as a heading, visual components, or a logo Exclusions are made for death announcements, public notices, or ads featuring only a logo or slogan To minimize brand-specific advertising influence, if multiple ads for the same product exist, one is randomly chosen for analysis (Abhijit Biswas et al., 1992).

Various categories of products are promoted in the data set List of product categories is adapted from Suher and Ispir (2008) as follows:

 Personal care and beauty (perfume, face cream etc.)

 Print publishing (book, magazine, newspaper etc.)

 Home appliances (refrigerator, washing machine, TV etc.)

 Automotive and automotive’s sub-industry

Collection procedure

To select the research sample, a multi-stage procedure is implemented, starting with the collection of commercial advertisements that are at least half a page in size Duplicates are eliminated by randomly selecting one advertisement when multiple ads for the same brand are identified.

This study conducts a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores how cultural differences influence advertising strategies and consumer perceptions in both contexts By examining various advertisements, the research highlights distinct pragmatic features and communication styles that reflect the underlying cultural values of each country The findings aim to provide insights into effective advertising practices that resonate with diverse audiences, emphasizing the importance of cultural awareness in global marketing.

All advertisements are categorized by language and divided into two distinct corpora, ensuring an equal representation of 310 advertisements in each group.

Coding

This study examines the linguistic characteristics of advertisements, focusing on the verbal elements, which encompass both complete sentences and fragments After categorizing the advertisements, the research identifies linguistic politeness strategies and advertising appeals The classification of politeness strategies is based on Brown and Levinson’s (1987) politeness theory, while advertising appeals are analyzed using Pollay (1983)’s framework Detailed descriptions of these analytical approaches are provided in section 2.5.

To ensure that various coders can conduct the same research and achieve comparable conclusions, the variables are clearly defined and exemplified This approach enhances the study's reliability Furthermore, to assess the objectivity and systematic nature of the variables, the analysis categories undergo pre-testing on a small sample to ensure exclusivity, comprehensiveness, and inter-coder reliability before analyzing the main content.

The coding procedure is as follows:

 Each advertisement in the database was given a unique access identification number

 Each utterance in each advertisement was given a number related to the number of the advertisement For example, the first utterance in advertisement 1 is numbered 11

 For each utterance, the presence of politeness strategies (based on Brown & Levinson, 1987, pp I) is identified, and then coded in data analysis table

 The presence of advertising appeals (based on Pollay, 1983, pp.VIII) is identified, and then coded in data analysis table

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies and cultural nuances between the two countries By examining how advertisements communicate messages and influence consumer behavior, the study highlights the impact of cultural context on marketing practices The findings aim to enhance understanding of effective advertising techniques in diverse cultural settings, providing valuable insights for marketers and advertisers operating in both American and Vietnamese markets.

In the initial statement of advertisement 1, a positive politeness strategy is evident through the Notice/Attend to Hearer approach, which effectively engages the audience Additionally, the effectiveness appeal is recognized, highlighting the advertisement's impact and resonance with viewers.

- in the second utterance of advertisement 1, positive politeness strategy

Notice/ attend to hearer is found, but no advertising appeal is recognized, it is coded as follows:

- in the third utterance of advertisement 1, positive politeness strategy no politeness strategy is found, but Effectiveness appeal is recognized, it is coded as follows:

This study employs the politeness model developed by Brown and Levinson (1987) as its research framework The decision to utilize their politeness framework is based on its relevance and effectiveness in analyzing politeness within the context of this thesis.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and communication styles between the two countries By examining various advertisements, the study highlights how cultural context influences consumer perception and marketing effectiveness The findings aim to provide insights into the role of culture in advertising, offering valuable implications for marketers and advertisers operating in diverse markets.

Brown and Levinson’s (1987) theory effectively explains specific forms of linguistic politeness and offers researchers a wealth of examples for analyzing politeness in language data As noted by Watts (2003), only Leech and Brown and Levinson have provided detailed frameworks that can be tested with real language data Consequently, many studies on politeness have utilized Brown and Levinson's coding system, establishing it as a robust framework for data analysis in this field.

Brown and Levinson's (1987) theory revolves around three key concepts: face, face-threatening acts, and politeness strategies According to their framework, "face" represents the public self-image that individuals strive to maintain They identify two types of face: positive face, which reflects a person's desire for appreciation and acceptance from others, and negative face, which denotes the wish to act freely without interference Understanding these concepts is crucial for navigating social interactions and maintaining effective communication.

Brown and Levinson identify that certain actions can threaten an individual's face, necessitating the need for mitigation They introduce the concept of face-threatening acts, which can jeopardize a person's social standing To alleviate the impact of these acts, they suggest employing positive and negative politeness strategies Specifically, they outline fifteen positive politeness strategies and ten negative politeness strategies designed to reduce potential offense for both the speaker and the listener.

While Brown and Levinson's model is extensively utilized in various studies, it presents certain limitations One significant issue is its exclusion of the potential for combining multiple strategies simultaneously, as noted by Watts (2003).

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and the effectiveness of communication in both contexts By examining these advertisements, the study highlights how cultural values and societal norms influence marketing approaches and consumer perceptions in the United States and Vietnam The findings aim to enhance understanding of cross-cultural advertising dynamics and provide insights for marketers operating in diverse cultural environments.

Vietnamese researchers, including Trần Bá Tiến (2004), Dương Bạch Nhật (2008), and Nguyễn Quang Ngoạn (2009), have recognized the need for a comprehensive approach to politeness strategies, proposing concepts such as the combined and hybrid strategies This study builds on Brown and Levinson’s model, introducing six major groups of politeness strategies: five from their framework and an additional mixed group that encompasses various combinations Each group includes sub-strategies based on Brown and Levinson's work, along with relevant strategies identified by other researchers Table 2.2 provides an analytical framework for comparing and contrasting the politeness strategies employed in American and Vietnamese commercial magazine advertisements.

Table 2.2 Research framework for politeness strategies in the study

Bald-on record Bald-on record

Positive politeness Single Positive politeness

Negative politeness Single Negative politeness

Off record Single off record

Positive politeness + Negative politeness Negative politeness + positive politeness Negative politeness + Off record

Positive politeness + Off record Positive politeness + Negative politeness + Off record Negative politeness + Positive politeness + Off record Off record + Negative politeness + Positive politeness Off record + Positive politeness + Negative politeness

In the analytical framework presented in Table 2.2, the categories of positive politeness, negative politeness, and off-record strategies are further divided into single strategies, which utilize only one specific strategy from each group, and multiple strategies, which employ more than one strategy from the same group A new category, Mixed, has also been introduced to account for the potential combinations of strategies across different groups.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and the impact of local context on consumer behavior By examining how language and imagery are utilized in these advertisements, the study highlights the role of cultural values in shaping marketing messages The findings aim to enhance understanding of effective advertising practices in diverse cultural settings, providing insights for marketers operating in both American and Vietnamese markets.

In terms of bald-on record strategies, nine sub-categories can be found as in Table 2.3:

Table 2.3 Single bald-on record strategies in the study

Bald-on record strategies Examples

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Chinh phục thử thách mỗi ngày với sữa 20+ mới

Tìm thẻ cào trong mỗi gói mì Đại Gia Đình của Kido để có cơ hội trúng những giải thưởng giá trị

Task oriented Request Alerting Disagreement (criticism) Suggestion/advice Warning

Positive politeness strategies encompass fifteen distinct techniques, which can be categorized into three main mechanisms: first, establishing shared understanding; second, demonstrating cooperation between the speaker (S) and the hearer (H); and third, addressing the desires of the hearer (H) (Brown and Levinson, 1987: 102).

Data analysis

This study focuses on contrastive pragmatics, examining how cultural communities differ in their pragmatic aspects According to Wierzbicka (1991), such research is based on the premise that varying cultural backgrounds lead to distinct communication styles and values, influencing the way people express themselves.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies and cultural nuances between the two countries By examining the language, imagery, and persuasive techniques used in these advertisements, the study highlights how cultural context influences consumer behavior and marketing effectiveness The findings aim to enhance understanding of cross-cultural communication in advertising, providing valuable insights for marketers operating in diverse markets.

Content analysis serves as the primary data collection method in this study, as defined by Krippendorf (1980) as a technique for making valid inferences from data within its context This method is particularly effective for analyzing advertising messages and their presentation styles The research employs a qualitative content analysis approach to explore the politeness strategies and advertising appeals present in American and Vietnamese advertisements.

Thirdly, relative linguistic transfer is employed in the translation of Vietnamese advertisements into English to ensure that linguistic politeness and advertising appeals in the advertisements do not change

This study conducts a descriptive and analytic examination of American and Vietnamese magazine advertisements, focusing on politeness theory and advertising appeal systems It aims to compare and contrast the politeness strategies and advertising appeals utilized in these advertisements, highlighting how politeness is manifested in advertising messages By identifying specific politeness strategies and advertising appeals within the selected magazine ads, the research provides insights into the cultural differences in advertising approaches between the two countries.

This study involved a manual analysis of each utterance in advertisements using two coding systems The researcher utilized Excel to code the results and identify the frequency of politeness strategies and advertising appeals The linguistic realizations of the most prevalent strategies and appeals were examined according to established research frameworks A comparative analysis of American and Vietnamese advertisements was conducted, leading to conclusions and explanations of the observed differences from a cross-cultural pragmatic perspective The methodology employed in this study combines qualitative analysis with quantitative results.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer perceptions between the two countries By examining the linguistic and visual elements of these advertisements, the study highlights how cultural contexts influence marketing effectiveness The findings aim to enhance understanding of international advertising practices and provide insights for marketers targeting diverse audiences.

The analysis procedure can be summarized as follows

The analysis identified various politeness strategies, as outlined by Brown and Levinson (1987), employed by advertisers to soften the face-threatening acts (FTAs) inherent in advertisements These strategies were systematically recorded in a data analysis table for further examination.

 The presence of advertising appeals (based on Pollay, 1983, pp.VIII) was identified, and then noted in the data analysis table

 The frequency of politeness strategies and advertising appeals were sought

 Linguistic realization of the most popular politeness strategies, advertising appeals, and the realization of politeness strategies in advertising appeals is identified based on content analysis technique

 Comparison about the use of politeness strategies, advertising appeals and the realization of politeness strategies in advertising appeals in American and

Vietnamese commercial magazine advertisements were conducted

The analysis highlights both similarities and differences in the application of politeness strategies and advertising appeals in American and Vietnamese advertisements It emphasizes how these strategies are realized within the context of each culture's advertising practices.

This chapter outlines the methodological foundation of the research, beginning with a restatement of the research question It details the data collection procedures and the two research frameworks employed Additionally, it provides an in-depth presentation of the data analysis instruments and procedures used in the study.

The data analysis procedure and elements in this research design are presented in Figure 2.2 and Table 2.11

This study conducts a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines By examining the linguistic and cultural nuances in advertising strategies, the research highlights the differences and similarities in how each culture approaches marketing The findings reveal how cultural context influences consumer perception and engagement, providing valuable insights for marketers aiming to effectively target diverse audiences Ultimately, this analysis underscores the importance of understanding cultural dynamics in global advertising practices.

Availability of advertising appeals (AA)

Availability of politeness strategies (PS)

Proportionality Co-orcurrence of PS & AA

3 most popular PS 3 most popular AA Realization of PS in AA

LR of bald- on record in

LR of positive strategies in AA

LR of negative strategies in AA

LR of off-record strategies in AA

LR of mixed group in AA

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This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It examines the differences and similarities in advertising strategies, communication styles, and cultural nuances between the two countries By exploring how cultural context influences consumer perception and advertising effectiveness, the study highlights the importance of understanding local values and preferences in marketing The findings provide valuable insights for marketers aiming to tailor their campaigns to diverse audiences, ultimately enhancing cross-cultural communication and engagement in the advertising industry.

Table 2.11 Elements in the research design

To pragmatically provide a study on politeness strategies, advertising appeals, as well as the relationship between politeness strategies and advertising appeals in American and Vietnamese commercial magazine advertisements

To find out what politeness strategies and advertising appeals are used in American and Vietnamese commercial magazine advertisements;

To examine how politeness strategies are realized in advertising appeals in American and Vietnamese commercial magazine advertisements;

This article explores the similarities and differences in politeness strategies and advertising appeals in American and Vietnamese commercial magazine advertisements, analyzing their realization from a cross-cultural pragmatic perspective By examining how these strategies are employed in advertising, the study highlights the cultural nuances that influence consumer perception and engagement in both contexts.

1 What are politeness strategies employed in American and Vietnamese commercial magazine advertisements?

2 What are advertising appeals in American and Vietnamese commercial magazine advertisements?

3 How are politeness strategies realized in advertising appeals in American and Vietnamese commercial magazine advertisements?

 Brown and Levinson’s (1987) politeness theory with adaptation

Qualitative with the support of quantitative results:

Brown and Levinson’s (1987) politeness theory with adaptation Pollay’s (1983) advertising appeal system

Data: 310 advertisements with an equal number of advertisements representing

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It examines the differences and similarities in advertising strategies, cultural references, and communication styles between the two countries By analyzing various advertisements, the study highlights how cultural contexts influence consumer behavior and marketing effectiveness The findings aim to provide insights for marketers looking to tailor their campaigns to resonate with diverse audiences Ultimately, this research contributes to a deeper understanding of the interplay between culture and advertising in a globalized marketplace.

POLITENESS STRATEGIES IN AMERICAN AND

Frequency of politeness strategies in American and Vietnamese commercial

This section addresses the initial research question regarding the politeness strategies utilized in American and Vietnamese commercial magazine advertisements It explores the specific politeness strategies employed in these advertisements, aiming to highlight the cultural differences between the two countries as reflected in their distinct approaches to politeness in advertising.

3.1 Frequency of politeness strategies in American and Vietnamese commercial magazine advertisements

This study adapts Brown and Levinson's (1987) politeness theory as its research framework to analyze politeness strategies in American and Vietnamese magazine advertisements The strategies are categorized into five groups: bald-on record, positive politeness, negative politeness, off-record, and mixed group, with a focus on determining their frequency in the selected advertisements.

The analysis of American and Vietnamese magazine advertisements reveals a significant difference in the use of politeness strategies by advertisers from both countries While one specific politeness strategy is notably favored by American advertisers, the same cannot be said for their Vietnamese counterparts, indicating distinct cultural approaches to advertising communication.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer perceptions between the two countries By examining the language, imagery, and persuasive techniques used, the study highlights how cultural context influences advertising effectiveness The findings aim to enhance understanding of cross-cultural communication in marketing and provide insights for advertisers targeting diverse audiences.

- Experience the Camry V6 for yourself at toyota.com/camry (Camry)

Trải nghiệm bí quyết phục hồi hư tổn của Dove để có mái tóc chắc khỏe và không lo hư tổn Chia sẻ khoảnh khắc vui vẻ cùng tóc đẹp qua hình ảnh hoặc video để trở thành gương mặt đại diện cho Dove.

Single positive politeness 17.1 28.9 - Your best beautiful begins at Olay.com (Olay)

- Cũng nhƣ bạn, chúng tôi yêu những giấc ngủ ngon (Electrolux air conditioner) Multiple positive politeness 0.37 1.2

- Insta-rich color so dripping with shine it makes everything you say, juicy (Cover girl)

Sơn nước cao cấp ngoài trời Dulux Weathershield, với công nghệ tiên tiến, mang đến khả năng bảo vệ ngôi nhà bạn trước mọi tác động của thời tiết như mưa, nắng, gió và bụi.

Single negative politeness 4.87 11.03 - Maybe she’s born with it; maybe it’s Maybelline (Maybelline)

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Multiple negative politeness 0 0.1 - HUGGIES® Dry miếng lót: 40 năm kinh nghiệm toàn cầu, triệu triệu Mẹ tin dùng

Single off-record politeness 2.7 1.6 - 268 HP, Camry SE is one heck of a ride (Camry)

- Dumex – Nuôi dƣỡng từ trái tim (Dumex) Multiple off-record politeness 0 0 - Not applicable

Positive + negative politeness 0 0.1 - Nâng bước con yêu với nguồn dinh dưỡng thích hợp (Dumex)

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The new generation Sanyo refrigerator features a sleek and luxurious design with intelligently arranged food compartments that are easily accessible, providing maximum comfort and convenience for users.

Positive + off-record politeness 0 0.2 - Ngủ tƣ thế mình yêu, cả đêm siêu bảo vệ (Diana)

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This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the distinct linguistic and cultural strategies employed in advertising across these two regions By examining the nuances in communication styles, the study highlights how cultural values influence advertising effectiveness The findings reveal significant differences in consumer appeal and message delivery, emphasizing the importance of cultural context in advertising practices Overall, this analysis contributes to a deeper understanding of how advertisements resonate with diverse audiences in America and Vietnam.

Table 3.1 highlights the frequency of various politeness strategies in American and Vietnamese magazine advertisements, including bald-on record, single and multiple positive and negative politeness, single off-record politeness, and mixed strategies Notably, there is a scarcity of multiple negative and off-record politeness strategies in the analyzed data The findings reveal that single positive politeness strategies are predominantly employed, accounting for 17.1% in American ads and 28.9% in Vietnamese ads This trend suggests that advertisers aim to foster a connection with their audience, aligning with Hardin's (2001) observation of the prevalent use of positive politeness in U.S advertising.

In American and Vietnamese magazine advertisements, single negative politeness is the second most prevalent politeness strategy In the Vietnamese context, it accounts for 11.03% of the strategies used, while in American advertising, its usage is significantly lower, at nearly half that proportion.

The third major politeness strategy is different between the two data sets

In American magazine advertisements, the bald-on record strategy ranks third with a percentage of 3.56%, reflecting the direct communication style prevalent in American culture Conversely, Vietnamese advertisers favor a hybrid of negative and positive politeness strategies, which is four times more common than in American advertising.

An intriguing distinction in politeness strategies between American and Vietnamese magazine advertisements is found in their application of a hybrid approach that combines both negative and positive politeness In Vietnamese advertisements, this blend is particularly evident, showcasing a unique cultural perspective on communication and persuasion.

This study conducts a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, highlighting the unique use of a positive-negative hybrid politeness strategy in Vietnamese advertisements In contrast, American advertisements do not exhibit this combination, showcasing significant cultural differences in advertising approaches.

Both American and Vietnamese advertisers show a limited preference for employing single off-record and hybrid negative-off-record strategies in their communications.

Table 3.1 highlights the various politeness strategies present in American and Vietnamese magazine advertisements The subsequent section delves deeper into the proportions and linguistic expressions of three primary types of politeness strategies, providing examples from the data to illustrate the differences between the two corpora.

Single positive politeness strategies in American and Vietnamese

3.2.1 Frequency of single positive politeness strategies in American and Vietnamese commercial magazine advertisements

This section analyzes single positive politeness strategies in American and Vietnamese commercial magazine advertisements, utilizing Brown and Levinson’s (1987) politeness theory, which outlines fifteen distinct positive politeness strategies The frequency of these strategies in the selected advertisements is detailed in Table 3.2.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines By examining the linguistic and cultural nuances, it highlights how advertisements are tailored to resonate with their respective audiences The study reveals significant differences in advertising strategies, reflecting cultural values and communication styles unique to each country Understanding these differences is crucial for marketers aiming to effectively engage consumers in diverse markets.

Table 3.2 Frequency of single positive politeness strategies in American and Vietnamese commercial magazine advertisements

Notice, attend to H – create a friendly environment

As you age, it's not just about lines and wrinkles (Juvéderm)

Từ nay, bé đã có một sản phẩm dành cho riêng mình (Mì gấu yêu)

Exaggerate (interest, approval, sympathy with H

You won’t believe what happens next (Divergent) Làm thế nào mà ngực của tôi tăng lên 2 cỡ chỉ trong 3 tuần! (Vitabreast)

Use in-group identity marker 4.37 2.1

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Seek agreement 3.83 0 Easy on, easy off and no smudge - what could be better? (Lancôme) Avoid disagreement 0.55 0 Yeah, it’s pretty great (Embassy suites hotel)

Presuppose, raise, assert common ground 3.28 2.45

There's courage in all of us (Deep down book) Mead Johnson™ Nutrition – Nhãn hiệu nhiều mẹ tin dùng (Mead Johnson)

Joke 0.55 0 That's something even cats find amazing (Fresh Step) Assert or presuppose

S’s knowledge of and concern for H’s wants

You're 7 days away from helping your skin feel firm and elastic (Dove)

Tết trao yêu thương, chớ lây vi khuẩn (Lifebuoy Unilever)

Just two servings a day of Gerber® infant cereal provide 90% of infants' daily iron needs (Gerber cereal)

Enfagrow A+ Giúp bé phát triển trí não tốt hơn (Enfagrow A+)

Be optimistic 1.09 0.7 Olay total effects – Your best beautiful (Olay)

Mỗi ngày Skin Aqua, đố nắng hại da ( Skin aqua sunscreen)

Include both S and H in the activity 1.09 1.4

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This study presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores how cultural differences influence advertising strategies and consumer perceptions in both countries By examining language use, imagery, and cultural references, the analysis highlights the distinct approaches taken by American and Vietnamese advertisers to engage their audiences The findings underscore the importance of cultural context in shaping advertising effectiveness and provide insights for marketers aiming to bridge cultural gaps in their campaigns.

Table 3.2 reveals that American advertisements employ 14 out of 15 single positive politeness strategies, while Vietnamese advertisements utilize only 10 Notably, the positive strategies uniquely found in American ads include seeking agreement, avoiding disagreement, joking, and assuming or asserting reciprocity.

The strategy of exaggerating interest, approval, or sympathy does not appear in the analyzed data; instead, Offer/Promise emerges as the dominant strategy among both American (66.12%) and Vietnamese (84.5%) advertisers This approach effectively captures attention, stimulates interest, and fosters desire, aligning with Chow's (2010) assertion that demonstrating goodwill through offers or promises meets the needs of both advertisers and consumers Consequently, Offer/Promise is recognized as a leading positive politeness strategy in advertising for both cultures, corroborating Escribano's (2006) findings on its prevalence Notably, while "Give gifts to H" ranks as the second most popular positive politeness strategy in Vietnamese advertisements, it contrasts with the primary strategy observed in American ads.

In American advertisements, creating a friendly environment is a prevalent strategy, while seeking agreement uniquely ranks as the third most popular positive politeness strategy among selected ads.

3.2.2 Linguistic realization of single positive politeness strategies in American and Vietnamese commercial magazine advertisements

This section analyzes the linguistic implementation of the widely used positive politeness strategy known as the Offer/Promise strategy, while also comparing its application in American and Vietnamese magazine advertisements Additionally, it provides examples to highlight the differences in how American and Vietnamese advertisers utilize this strategy.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differing cultural contexts and communication strategies employed in these advertisements, highlighting how cultural nuances influence consumer perceptions and responses By examining the linguistic and visual elements, the study reveals the effectiveness of advertising techniques in each culture, providing insights into the role of pragmatics in marketing This comparative analysis contributes to a deeper understanding of cross-cultural communication in the advertising industry.

Offer or promise is the most commonly employed positive politeness strategy in American and Vietnamese magazine advertisements An analysis reveals that ad-writers from both cultures frequently utilize specific words, phrases, and sentence structures to convey offers and promises to their target customers.

 (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 …

Advertisers can effectively meet customer desires and drive purchases through strategic use of specific words and phrases In contrast to American advertising, which typically presents products succinctly with a single impactful phrase, Vietnamese advertisers often blend multiple phrases into one statement For instance, the advertisement for Collagen Adiva Gold exemplifies this approach in the Vietnamese market.

“Collagen ADIVA dạng viên uống hoàn toàn mới, với công thức mới

Collagen Peptide 100% được kiểm nghiệm lâm sàng tại Đức, kết hợp với HA và các vitamin E, C, D3, B6, B12, giúp làn da trở nên sáng mịn, chống khô sạm và ngăn ngừa nếp nhăn hiệu quả.

ADIVA collagen features a revolutionary formula composed of 100% Collagen Peptide, clinically tested in Germany Enriched with essential nutrients like HA, Vitamin E, C, D3, B6, and B12, it promotes smooth skin while effectively combating dryness and preventing wrinkles.

Single negative politeness strategies in American and Vietnamese

3.3.1 Frequency of single negative politeness strategies in American and Vietnamese commercial magazine advertisements

This section analyzes the occurrence of single positive politeness strategies in commercial magazine advertisements from the United States and Vietnam, utilizing Brown and Levinson's politeness theory (1987) The findings are detailed in Table 3.3.

Table 3.3 Frequency of single negative politeness strategies in American and Vietnamese commercial magazine advertisements

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Question, hedge 2.0 3.3 Có thể cô ấy đẹp tự nhiên, có thể là nhờ

Be pessimistic 1.8 0 …youthful light that can fade due to fatigue, pollution, age (Estee Lauder) Minimize the imposition 0 0 Not applicable

Give deference 1.8 0 Hey, pretty girl! (Neon mascara)

Apologize 1.8 0 Sorry for the confusion (Skinny Cow® ice cream candy bar)

S and H 43.6 71.7 Fragile, broken, failing hair not a chance

(L'Oreal) State the FTA as a general rule

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Nominalize 38.2 17.5 Hair fall and breakage reduced by 64% (L'Oreal)

Go on record as a incurring a debt, or as not indebting H

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the distinct linguistic and cultural elements that shape advertising strategies in these two contexts By examining the nuances of language and cultural references, the study highlights how advertisements are tailored to resonate with their respective audiences The findings underscore the importance of understanding cultural differences in effective marketing communication Ultimately, this analysis contributes to the broader field of cross-cultural studies and offers valuable insights for advertisers seeking to engage diverse markets.

Vietnamese magazine advertisements employ a higher frequency of negative politeness strategies compared to their American counterparts, as indicated in Table 3.3 Among the ten identified strategies, five—namely Be pessimistic, Minimize the imposition, Give deference, State the FTA as a general rule, and Go on record as incurring a debt—are either rarely used or not utilized at all Conversely, the strategies of Impersonalize Speaker and Hearer, Nominalize, and Be conventionally indirect are the most commonly employed in both American and Vietnamese ads, albeit in different proportions Notably, Impersonalize Speaker and Hearer is predominant in Vietnamese advertisements at 71.7%, while American advertisers show a preference for both this and the Nominalize strategy Furthermore, certain negative politeness strategies are exclusive to one culture; for example, State the FTA as a general rule appears only in Vietnamese ads, while Be pessimistic, Give deference, and Apologize are found solely in American advertisements.

The following advertisements illustrate the use of negative politeness strategies in American and Vietnamese advertising

Experience the refreshing sensation of Monistat Complete Care Stay Fresh Gel, perfect for those seeking comfort and confidence Picture a serene beach with vibrant green waters and a cozy chair, where the stresses of life fade away Amidst this tranquil setting, the products are elegantly displayed, ranging from small to large, symbolizing the comprehensive care they offer Embrace a new level of freshness and comfort with Monistat, your go-to solution for intimate care.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies and cultural nuances between the two countries By examining the language, imagery, and persuasive techniques used in these advertisements, the study highlights how cultural context influences consumer behavior and marketing effectiveness The findings aim to provide insights for marketers seeking to tailor their approaches in diverse cultural settings.

When you're not feeling fresh "down there," nothing is perfect

Experience a renewed sense of confidence with MONISTAT Complete Care™ Stay Fresh Gel, designed to combat feminine odor This innovative product from our Complete Care line helps you feel like yourself again, ensuring you stay fresh throughout the day.

Ninety percent of women reported that MONISTAT® effectively eliminates feminine odor and restores freshness by blocking odors rather than merely masking them, with results lasting for days Embrace life's best moments with confidence by choosing MONISTAT®.

In this advertisement, the linguistic negative politeness strategy is

Impersonalizing speaker and hearer by avoiding the pronouns “I” and “you.”

Monistat effectively eliminates feminine odor and restores freshness, with over 90% of women agreeing on its efficacy Unlike other products that merely mask odors, Monistat works to block them, providing long-lasting results that can last for days Therefore, potential customers should consider choosing Monistat for reliable feminine care.

Product: Skinny Cow ice cream candy bar Description: 2 ice-cream candy bars at 2 corners on purple background Text:

This Skinny Cow® ice cream candy bar is a YUMMY identity crisis in my MOUTH!

Indulge in the delightful taste of SKINNY COW® low-fat ice cream bars, featuring a perfect blend of ice cream and candy for just 160 calories Savor the delicious flavors of Salted Caramel Pretzel and Cookies 'n Dough, but remember to enjoy them one at a time for the ultimate treat experience.

And visit skinnycow.com for the chance to win delicious prizes

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, highlighting how cultural contexts shape consumer perceptions and responses By examining linguistic choices and visual elements, the study aims to provide insights into effective communication in diverse markets Understanding these cultural nuances is essential for marketers seeking to engage audiences in both the American and Vietnamese contexts.

The advertisement features a quote from Sarah K., who describes Skinny Cow ice-cream candy as “a YUMMY identity crisis,” highlighting its unique appeal She clarifies that the product contains low-fat ice-cream and candy, all within a 160-calorie bar, and apologizes for any confusion regarding the ingredients By employing a negative politeness strategy through her apology and detailed explanation, Sarah reassures customers that they can enjoy the treat without the worry of gaining weight, making it a satisfying choice for those mindful of their calorie intake.

Linh Nga, a renowned Vietnamese dancer, stands beside a Sanyo fridge, showcasing its spacious design In her hand, she holds a vibrant bowl of fresh salad made from a variety of vegetables and fruits The upper compartment of the fridge is open, revealing an abundance of fresh produce, highlighting the fridge's capacity to keep food fresh and accessible.

NGĂN THỰC PHẨM TRÊN TIỆN LỢI HƠN BAO GIỜ HẾT

Tủ lạnh Sanyo thế hệ mới được thiết kế tinh tế và sang trọng, với ngăn thực phẩm bố trí thông minh, mang đến cảm giác thoải mái và tiện lợi tối đa cho người sử dụng Khám phá và trải nghiệm sự dễ chịu mà sản phẩm này mang lại, bạn sẽ cảm nhận được sự khác biệt tuyệt vời.

THE UPPER FOOD COMPARTMENT – THE MOST CONVENIENT SO FAR

The new Sanyo refrigerator features an exquisite and elegant design, complemented by a thoughtfully arranged food compartment that ensures ultimate comfort and convenience Experience the joys of innovative storage solutions and elevate your kitchen's aesthetic with this remarkable appliance.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It examines the differences and similarities in advertising strategies, cultural nuances, and consumer perceptions between the two countries By analyzing various advertisements, the study highlights how cultural context influences marketing approaches and communication styles The findings aim to enhance understanding of effective advertising practices in diverse cultural settings, providing valuable insights for marketers and advertisers operating internationally.

Bald-on record strategies in American and Vietnamese commercial

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

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, focusing on the use of bald-on-record strategies Despite the potential for face loss, advertisers often prioritize efficiency in communication over the hearer's face needs The motivations for employing such strategies can vary significantly depending on the context, leading to their prominent presence in the analyzed advertisements, as illustrated in Table 3.4.

Table 3.4 Bald-on record strategies in American and Vietnamese commercial magazine advertisements

Task oriented 2.86 4 It’s your chance, embrace it (Chanel)

Request 11.43 0 Use as directed for 14 days to treat frequent heartburn (Nexium)

Alerting 2.86 0 Experience the Camry V6 for yourself at toyota.com/camry (Camry)

Suggestion/ advice 40 8 Để biết thêm thông tin chi tiết, bạn hãy nhờ dƣợc sỹ đại học tƣ vấn theo số 1900 6033

Warning 0 8 Đừng để bé bỏ lỡ cơ hội học hỏi khi không khỏe mạnh (Enfagrow A+) Imperative form 42.86 80 Dive in and watch the trailer at

Table 3.4 reveals that the Imperative form is the most widely used bald-on record strategy in both American and Vietnamese advertisements, though its usage varies significantly between the two In Vietnamese ads, the Imperative form accounts for 80% of bald-on record strategies, whereas in American ads, it represents only 46.3% Furthermore, the strategies of Request and Alerting are exclusive to American advertisements, while Warning is only found in Vietnamese data Additionally, Suggestion and Advice collectively make up 40% of the bald-on record strategies.

American advertising, nearly the same proportion as the most frequently-used

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the use of bald-on record strategies in advertising, highlighting how imperative forms are employed to convey messages effectively Examples of such advertisements illustrate the differences and similarities in marketing approaches between the two cultures, emphasizing the importance of understanding cultural nuances in commercial communication This analysis aims to provide insights into how advertisements can resonate with diverse audiences while adhering to specific cultural contexts.

Product: Camry car Description: A black Camry car on the racing road surrounded by red color Text:

CAMRY SE IS ONE HECK OF A RIDE

Experience the Camry V6 for yourself at toyota.com/camry

The advertisement utilizes a bald-on record linguistic politeness strategy through the use of imperatives, creating a sense of urgency around the product By highlighting the thrilling experience and exceptional ride offered by the Camry, the ad effectively persuades the target audience The advertiser encourages potential customers to personally experience the Camry V6, prompting them to determine its value for themselves.

Product: Functional food – Hoa Thien Description: Two images of the product, one is small, and the other is doubled in size

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies and cultural nuances between the two countries By examining the language, imagery, and persuasive techniques used, the study highlights how cultural context influences consumer perception and behavior The findings contribute to a deeper understanding of effective advertising practices in diverse cultural settings.

Công ty cổ phần Dược phẩm Hoa Thiên Phú đã cho ra mắt sản phẩm Viên Uống Hoa Thiên, chứa các thành phần như tinh chất mầm đậu nành, nhung hươu, L-cystine, quy râu, ngưu tất, lô hội, omega-3, 6, và collagen Sản phẩm này giúp bổ sung và tăng cường nội tiết tố nữ, giải quyết ba vấn đề chính mà phụ nữ sau tuổi 30 thường gặp: sức khỏe, nhan sắc, và đời sống vợ chồng Viên Uống Hoa Thiên cân bằng nội tiết tố, giảm khô hạn, tăng ham muốn, và cải thiện sinh lý nữ, đồng thời giúp giấc ngủ sâu hơn, giảm đau đầu, bốc hỏa, và chóng mặt Sản phẩm cũng hỗ trợ làm giảm tình trạng da nhăn, khô, và sạm màu, mang lại làn da căng mịn, đàn hồi, và trắng sáng Để biết thêm thông tin chi tiết, vui lòng liên hệ dược sỹ đại học qua số 1900 6033.

Hoa Thien Phu Pharmaceutical Joint Stock Company has launched the Hoa Thien product, formulated with key ingredients such as soybean essence, deer velvet, L-cystine, aloe vera, omega-3, omega-6, and collagen This supplement is designed to support and enhance female hormone levels, addressing common concerns for women over 30, including health, beauty, and marital satisfaction By promoting hormonal balance, these capsules can alleviate symptoms such as diarrhea, low libido, and sleep disturbances while reducing headaches, hot flashes, dizziness, and wrinkles Users can expect improved skin elasticity and a brighter complexion For further inquiries, please contact the University Pharmacy Consultant at 1900 6033.

According to Brown and Levinson (1987), advice can threaten the negative face of the hearer, necessitating redressive action to soften its delivery They also introduce the concept of "sympathetic advice," which is aimed at the hearer's interests and reflects the speaker's care for the hearer’s positive face This is exemplified in advertisement 11, where the advertiser presents a range of the product's ingredients, usage, and benefits, ultimately conveying concern for the consumer's well-being.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores how cultural differences influence advertising strategies and consumer perceptions in these two contexts The study highlights the importance of understanding cultural nuances to effectively communicate with target audiences Additionally, it advises customers on how to obtain more information about products by contacting physicians at the phone number 1900 6033.

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,

American imperatives are typically concise, ranging from two to ten words, while Vietnamese imperatives tend to be longer, spanning four to forty words This difference suggests that American advertisers prioritize non-verbal communication, whereas their Vietnamese counterparts favor verbal expression Furthermore, these findings align with the cultural distinctions between the low-context culture of America and the high-context culture of Vietnam.

Secondly, in terms of structure, although the syntactic form is imperative form, American and Vietnamese advertising employ different sentence patterns

American magazine advertisements often utilize imperative language to encourage potential customers to buy products or services Additionally, these ads typically include contact information such as telephone numbers or websites, enabling customers to obtain further details about the offerings.

 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 often feature a higher word count, prominently utilizing imperative language alongside the brand name and highlighting the product's key features This approach reflects the distinctive style of Vietnamese advertising, emphasizing direct engagement with consumers.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, highlighting the tendency of both cultures to emphasize product effectiveness as a persuasive strategy to encourage consumer purchases Through examining various advertisements, the study reveals how each culture tailors its messaging to resonate with its target audience, ultimately aiming to enhance customer engagement and drive sales.

Trải nghiệm bí quyết phục hồi hư tổn từ Dove để có mái tóc chắc khỏe, không lo hư tổn Hãy chia sẻ khoảnh khắc vui vẻ cùng mái tóc đẹp của bạn qua hình ảnh hoặc video và trở thành gương mặt đại diện cho Dove.

Discover the secret to healthy hair with Dove Restoration, allowing you to say goodbye to damaged locks Capture and share joyful moments showcasing your beautiful hair through pictures and videos, and become the face of Dove.

The hybrid negative-positive politeness strategy in American and

The hybrid negative-positive politeness strategy ranks as the third most popular approach in Vietnamese magazine advertisements, as shown in Table 3.1 An analysis of its linguistic application reveals that there is no significant difference in the use of this strategy between American and Vietnamese magazine ads The majority of advertisements examined in this study utilize the hybrid negative-positive strategy by effectively combining elements of both approaches.

The Impersonalize S and H and Offer/Promise strategies are essential in advertising, as they focus on objectivity to effectively communicate a product's unique features By employing the Impersonalize S and H strategy, advertisers highlight the inherent benefits of the product or service, while the Offer/Promise strategy clearly outlines the specific advantages customers can expect An example from Vietnamese data illustrates this effective combination.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differing cultural contexts and communication strategies employed in advertising, highlighting how these factors influence consumer perception and engagement By examining the nuances of language and imagery used in both cultures, the study aims to uncover the underlying pragmatic principles that guide effective advertising practices Ultimately, this analysis provides valuable insights for marketers seeking to tailor their strategies to diverse cultural audiences.

Product: Anlene Milk Description: Hồng Thy, a Vietnamese actress, is running with her aunt in a park They are smiling happily

Anlene được thử nghiệm lâm sàng giúp bắt đầu làm giảm nguy cơ loãng xương trong vòng 4 tuần

Từ 35 tuổi, phụ nữ có nguy cơ loãng xương cao hơn, ảnh hưởng đến cuộc sống năng động Uống Anlene ngay hôm nay để duy trì xương chắc khỏe, giúp bạn chăm sóc tốt cho gia đình và công việc Để biết thêm thông tin về sức khỏe xương, hãy gọi 1900599979 (miễn cước).

Anlene is clinically proven to reduce the risk of osteoporosis in just 4 weeks, making it essential for individuals over 35, especially women who face a higher risk as their bones begin to weaken By incorporating Anlene into your daily routine, you can maintain strong bones and continue to lead an active lifestyle, ensuring you can care for your family and manage work effectively.

For more information on bone health, call 1900599979 (free of charge)

The advertisement employs a mixed strategy by incorporating a negative approach with the statement "Anlene is clinically tested" alongside a positive promise that it "helps reduce the risk of osteoporosis within 4 weeks."

The advertisement effectively persuades its audience by presenting the product alongside scientific evidence highlighting its benefits It specifically addresses the increased risk of osteoporosis among middle-aged women, making Anlene a suitable choice for enhancing their health and enabling them to better care for their families and manage work responsibilities.

The same type of combination can be found in American data as in the following example

Product: Eos shave cream Description: the image of the product on pink background

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer perceptions between the two countries By examining various advertisements, the study highlights how cultural contexts influence communication styles and marketing effectiveness The findings aim to enhance understanding of cross-cultural advertising practices and provide insights for marketers seeking to navigate diverse markets.

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

Eos shave cream is advertised as "Irresistibly soft and smooth," highlighting its rich, moisturizing qualities that allow for both wet and dry shaving The product is "Packed with natural shea butter," ensuring that it leaves your skin "super-soft and irresistibly smooth." This advertisement emphasizes the effectiveness and natural ingredients of eos shave cream, persuading customers to choose a product that is both beneficial for their skin and health.

In conclusion, the hybrid Negative-positive strategy is utilized similarly in American and Vietnamese magazine advertisements, with the only notable difference being the varying proportions of its application.

Concluding remarks

The analysis reveals both similarities and differences in politeness strategies used in American and Vietnamese magazine advertisements Notably, positive politeness strategies dominate in both contexts, though their prevalence varies significantly This indicates a preference for positive politeness in advertising, aimed at reducing social distance and fostering closer connections between advertisers and their audience Vietnamese advertisements utilize this strategy more frequently, with approximately 35% of ads employing it, compared to their American counterparts.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural values, and communication styles between the two countries By examining the linguistic and visual elements of the ads, the study highlights how cultural context influences consumer behavior and perception The findings aim to enhance understanding of cross-cultural marketing practices and provide insights for advertisers targeting diverse audiences.

(approximately 19%) seems to show the collectivist nature of Vietnam as part eastern (Nisbett, 2003) that dominantly shows in-group solidarity

Both American and Vietnamese advertisers favor the positive politeness strategy of Offer/Promise, although their approaches differ significantly American advertisements typically utilize noun phrases and comparative language, reflecting the dynamic nature of the English language In contrast, Vietnamese advertisers tend to favor verb phrases and longer sentence structures, highlighting the stability inherent in the Vietnamese language.

Politeness strategies in American and Vietnamese advertising exhibit notable differences, particularly in the use of bald-on record strategies While the imperative form is the most common approach, its implementation varies American advertisements typically utilize the imperative form alongside telephone numbers or websites to convey essential information clearly In contrast, Vietnamese ads often combine the imperative form with the product's brand name and its key features This distinction indicates that American advertisers tend to adopt a more direct communication style compared to their Vietnamese counterparts.

The differences in politeness strategies in American and Vietnamese advertising highlight how cultural values shape communication styles This aligns with Brown's (1980) research, which suggests that language significantly influences thought and behavior, particularly in the realm of advertising.

This thesis contributes to existing research on politeness strategies in advertising, addressing gaps identified in studies by Hongfei Ke (2006), Wise (2011), and Pishghadam and Navari (2012) It explores both the presence and application of these strategies, with Table 3.5 highlighting the similarities and differences in politeness strategies found in American and Vietnamese commercial magazine advertisements.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, focusing on cultural nuances that influence consumer perception By examining various advertisements, the study highlights how language, imagery, and cultural references are tailored to resonate with distinct audiences The findings aim to enhance understanding of effective advertising practices in diverse cultural contexts, providing valuable insights for marketers and advertisers targeting both American and Vietnamese markets.

99 in American and Vietnamese magazine advertisements

Politeness strategies 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 …

- Noun phrases function as an independent clause

- 3 most frequently-used premodifiers: Compound premodifiers, Descriptive premodifiers, and

- 2 main components: central element (the main verb) + post-additive element

- Central element: offer/make/ help/ create/ protect/ improve/ provide/ supply/ leave/ enhance

- Post additive: objects + complements Use a variety of comparative language:

- implicit comparison: “Only (the product) reveals/ has exclusive …” or “(The product) is the first and the only …”

“Với (With) + words/ phrases denote technological value of the product.”

For improvement + beauty: noun phrases + comparative

For protection + convenience: simple sentences

For improvement + beauty: verb phrases For protection + health: simple sentences

Exaggerate (interest, approval, sympathy with H) -

Give gifts to H Second most popular positive politeness strategies

TIEU LUAN MOI download : skknchat@gmail.com

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differing strategies and cultural nuances that shape advertising practices in these two distinct markets By examining the language, imagery, and cultural references used, the study highlights how advertisements reflect and influence consumer behavior in both American and Vietnamese contexts The findings underscore the importance of understanding cultural differences in effective marketing and communication strategies.

Second popular type of politeness strategies used in American and Vietnamese magazine advertisements Impersonalize S & H

3 most popular single negative politeness strategies

Be conventionally indirect Impersonalize S & H Avoid using personal pronouns

Go on record as a incurring a debt, or as not indebting H

State the FTA as a general rule - +

The 3 rd popular politeness strategy Imperative form The most popular bald-on record strategy

Use imperative form + telephone number/ website Use imperative + brand name of the product + product’s outstanding features

Hybrid negative-positive The 3 rd popular politeness strategy

Combination of Impersonalize S and H + Offer/ Promise strategy

TIEU LUAN MOI download : skknchat@gmail.com

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines By examining the linguistic and cultural nuances in advertising strategies, the study highlights how different cultural contexts influence consumer perceptions and responses The analysis reveals distinct approaches in messaging, imagery, and persuasive techniques, reflecting the values and preferences of each culture Ultimately, this research contributes to a deeper understanding of how advertisements are tailored to resonate with diverse audiences in the global marketplace.

CHAPTER 4 ADVERTISING APPEALS IN AMERICAN AND VIETNAMESE

Frequency of advertising appeals in American and Vietnamese commercial

This chapter addresses the second research question regarding the advertising appeals used in American and Vietnamese commercial magazine advertisements It begins by analyzing the frequency of these appeals in both countries' advertisements, followed by an exploration of the linguistic expressions of these appeals Finally, the chapter presents the findings and discussions related to the research.

4.1 Frequency of advertising appeals in American and Vietnamese commercial magazine advertisements

This study utilizes Pollay’s (1983) advertising appeal system to analyze 30 distinct advertising appeals identified in the data set The research examines these appeals in the context of American and Vietnamese commercial magazine advertisements, aiming to determine their proportional representation.

The study indicates that the primary advertising appeals in magazine advertisements from both the United States and Vietnam are Effectiveness (51.8%), Distinctive (28.2%), Modern (23.5%), and a combination of two appeals (16.9%) In contrast, appeals such as Modesty, Maturity, Vain, and Sexuality were less prevalent in both countries' advertisements Notably, there are significant differences in advertising appeal preferences, with Relaxation and Enjoyment being more commonly utilized in American advertisements.

In Vietnamese data, family is a more prominent theme, while the concept of freedom is uniquely present in selected Vietnamese advertisements This contrasts with Daechun's (2003) findings, which identified freedom as a common appeal in American advertising.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and communication styles between the two countries By examining these advertisements, the study highlights how cultural context influences consumer behavior and marketing effectiveness The findings aim to provide insights for marketers seeking to navigate diverse cultural landscapes in their advertising efforts.

Table 4.1 Advertising appeals in American and Vietnamese commercial magazine advertisements

Effectiveness 40.4 63.2 51.8 In just 4 weeks, a significant improvement (Estee Lauder)

Có thêm 5 loại men tiêu hóa, bé tăng cân thấy rõ (Bio Vital) Convenience 15.7 13.1 14.4

Easy on, easy off and no smudge - what could be better? (Lancôme)

Ngăn thực phẩm trên tiện lợi hơn bao giở hết (Sanyo)

Cheap 3.1 1.6 2.4 Save up to $3.50 color show (Maybelline)

Giảm giá 20-30% cho đệm bông ép Everon và Edelin (Everon)

Experience the softness and vitality of your skin with ARTISTRY Crème L/X, featuring innovative Cell Effect technology Designed with high-performance fabrics and flexible layers, Stayfree products utilize Thermo Control technology to effectively wick away moisture, ensuring comfort and freshness throughout the day.

Productivity 3.9 2.8 3.4 Hãy bắt đầu chăm sóc xương chắc khỏe ngay hôm nay cho cuộc sống năng động (Alene)

Our Thinnest and Lishtest Tablet Ever (Samsung) Thưởng thức Combo Ronaldo, sưu tập trọn bộ 4 ly Ronaldo cực độc (KFC)

Durability 4.0 1.9 3.0 For intense color that lasts up to 24 hours (Maybelline)

Thực hiện một lần, duy trì vĩnh viễn (Gel Natrelle Inspira)

Burt's Bees 100% natural lip color makes layering easier than ever (Burt‟s Bees)

Chiết xuất trà xanh, bột caffeine tự nhiên (Herbal life) Plain 2.4 1 1.7 No artificial colors, flavors or preservatives (Grabbers) Popularity 13.1 12.2 12.7

For every age, every ethnicity (Estee Lauder)

Vì thế, 90% Mẹ tin dùng Bobby Fresh Newborn cho bé ngay từ ngày đầu tiên (Bobby Fresh diaper)

Vaseline - Chuyên gia chăm sóc da từ 1870 (Vaseline)

Introducing our new MONISTAT Complete Care™ Stay Fresh Gel (Monistat fresh gel) Đột phá mới từ Maybelline New York (Maybelline)

A network of world-renowned skin experts who work together to address the root causes of skin concerns and formulate potent, powerful solutions that work (Juvéderm)

(Meizan) là bí quyết của chuyên gia ẩm thực

Maturity 0.4 0 0.2 As you age, it's not just about lines and wrinkles (Juvéderm)

It also smooths wrinkles and reveals younger-looking skin (Skincare)

Bạn có thể trẻ hơn 10 tuổi (Aveyron) Modesty 0.4 0.3 0.4 Tampax radiant protects 30% better (Tampax)

Professional-grade formula for instant volume and super high lift for an astonishing 24 hours (L‟Oreal)

Sạch sáng thần kì (Toshiba) Vain 0.4 0 0.2 "…rich, radiant, ravishing color!" (Garnier) Relaxation 3.8 0 1.9 So you'll stay dry and comfortable (Stay free)

Trải nghiệm không gian sống êm ả và thanh bình (Hitachi)

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and the effectiveness of messaging in both contexts By examining the linguistic and cultural elements, the study highlights how advertisements are tailored to resonate with their respective audiences, reflecting broader societal values and consumer behavior in the United States and Vietnam The findings provide valuable insights for marketers aiming to navigate the complexities of cross-cultural advertising.

Let's make today fun (Toyota)

… để bạn tiếp tục tận hưởng bản nhạc cuộc đời tuyệt đẹp bên những người thân yêu! (Life Caryn®)

Adventure 1.4 1.3 1.4 Make every trip an adventure with the muscular, versatile, all- new GLA (Mercedes-Benz)

Freedom 0 2.8 1.4 Sự êm ái mới của nội y sẽ giải phóng cơ thể bạn khỏi sự gò bó

Motts offers a formula with 40% less sugar and no artificial sweeteners, ensuring a healthier choice Seventh Generation emphasizes a non-toxic formulation that excludes artificial colors and chemical fragrances, making it gentle on the skin and preventing irritation and dryness.

Security 1.8 2.5 2.2 Allstate claim Rateguard protects your rates from going up just because of a claim (Rateguard)

Safety 1.3 1.2 1.3 Tinh chất dƣỡng ẩm thông minh, an toàn cho da nhạy cảm

(Vichy) Sexuality 0.4 0 0.2 The iconic men’s fragrance (Azzaro) Affiliation 1.4 1.3 1.4 Bạn chính là cô gái Dove, bạn biết mà! (Dove) Nurturance 2.4 2.2 2.3

For every awesome Yoobi school supply you buy, Yoobi will donate another one to classrooms in need right here in the USA

Cơ hội trúng ngay tiền tỉ và vàng (Kido)

Family 0.9 2.5 1.7 The Mmm that helps families go (Mmm)

Vị đậm đà gắn kết cả nhà (Kido)

Community 0 2.6 1.3 Khi chọn sữa tươi Love'in Farm, bạn đã tiếp sức cho nông dân Việt

It's the non-surgical filler your doctor uses to help restore a more youthful profile for up to two years with optimal treatment (Juvéderm)

Mỗi cá tính đặc biệt ấy sẽ mang lại nhiều thú vị và bất ngờ cho từng thành viên trong gia đình của chính bạn (Comfort)

Only Neutrogena® has exclusive Microclear® Technology that pushes medicine deep into pores to fight the acne you see and can't see (Neutrogena)

Enfagrow A+ 360° Brain Plus mới với hệ dƣỡng chất ƣu việt cung cấp hàm lƣợng đúng DHA 75mg* theo khuyến nghị của các chuyên gia dinh dƣỡng quốc tế (Enfagrow A+)

The use of these four primary appeals can be well-explained by such characteristics of magazine advertising as information richness and highly technological

Effectiveness appeal, as defined by Pollay (1983), is crucial for ad-writers aiming to demonstrate a product's usefulness and efficiency to target consumers This approach highlights the fundamental objective of advertising: to inform customers about a product's problem-solving capabilities Consequently, magazine advertising serves as an effective medium for fulfilling advertisers' needs in showcasing these benefits.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, highlighting how these ads provide factual information to help consumers achieve their goals by demonstrating the products' usefulness, efficiency, and functionality Research, including studies by Dahl (2002) and Albers, confirms that effectiveness appeal is the most widely used strategy in advertising, showcasing its significance in influencing consumer behavior across different cultures.

(1994) The following advertisements are some of the many advertisements using Effectiveness appeal in the selected data:

Product: BB body skin cream Description: A sexy girl next to the product, 2 big letters B Text:

INTRODUCING BB BODY PERFECTING SKIN CREAM

To learn more, go to Jergens.com

Discover the transformative benefits of BB Body Cream, designed to hydrate, illuminate, even skin tone, firm, and correct imperfections Experience visible results in just 5 days, showcasing the product's effectiveness in achieving beautiful, radiant skin Unlock your skin's potential with BB Body Cream and embrace a more confident you.

Product: Ponds Description: The image of the product with its cover opened

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer perceptions between the two countries By examining language use, imagery, and persuasive techniques, the study highlights how cultural context influences advertising effectiveness The findings aim to enhance understanding of cross-cultural communication in marketing, providing valuable insights for advertisers targeting diverse audiences.

DÕNG SẢN PHẨM CAO CẤP

GIẢM THÂM NÁM & DƢỠNG TRẮNG SAU 7 NGÀY

HIGH QUALITY POND'S PRODUCTS REDUCING PIGMENTATION AND WHITENING AFTER 7

Pond’s cosmetic product advertisement emphasizes its effectiveness in reducing pigmentation and achieving skin whitening in just seven days By highlighting quick results, the ad appeals to consumers seeking noticeable improvements in their skin within a short timeframe, positioning the product as a helpful solution for better skin.

Magazine advertisements effectively capture consumer interest by leveraging Distinctive appeal, which highlights unique and exclusive product features This approach motivates consumers to make purchases, as they are drawn to products that stand out from the crowd For instance, an advertisement showcasing special attributes can significantly influence buying decisions.

Product: Pasta Description: A yummy colorful pasta dish Text:

When you start with FRESH CHEESE & AGED PARMESAN

ON TOP OF HAND LAYERED PASTA you get

THE BEST LASAGNA made for you to love

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the distinct cultural nuances and communication strategies employed in advertising across these two countries By examining the linguistic and contextual elements, the study highlights how cultural values influence advertising techniques and consumer perceptions The findings reveal significant differences in messaging, imagery, and appeal, reflecting the unique cultural identities of the American and Vietnamese markets This analysis contributes to a deeper understanding of global advertising practices and the importance of cultural sensitivity in marketing strategies.

Linguistic realization of advertising appeals in American and Vietnamese

This section analyzes the linguistic expression of the three most popular advertising appeals in American and Vietnamese advertisements, followed by a comparison and contrast of these findings Additionally, it offers further discussion and insights into the similarities and differences identified between the two cultures.

4.2.1 Linguistic realization of Effectiveness appeal in American and Vietnamese commercial magazine advertisements

Both American and Vietnamese advertising share similar semantic domains when highlighting product effectiveness These domains encompass contrasting aspects: one emphasizes the positive benefits of products that enhance customers' health, beauty, and comfort, while the other focuses on the product's ability to mitigate negative effects on target consumers.

Firstly, in order to show the positive effects of the products, the following words/ phrases are utilized in American and Vietnamese advertising:

(The product) offers/makes/ helps/ creates / protects/ improves/ provides/ supplies/ leaves/ enhances/ revitalizes/ rebalance/re-ignite/ … (things that are necessary for target customers)

These words/ phrases can be easily found in American and Vietnamese magazine advertisements as in the following examples:

 Neon mascara makes lashes look longer, fuller, and so freaking fun!

 REVITALIZE YOUR SKIN WITH VIBRANT SCENTS AND HYDRATING LATHER

 Packed with natural shea butter, eos leaves your skin super-soft and irresistibly smooth

 Giới thiệu bột ngũ cốc Nestlé® CERELAC® mới, loại bột ăn dặm đầu tiên dành cho trẻ em với thành phần tiên tiến Bifidus®BL, cùng các

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It examines how cultural differences influence advertising strategies and consumer perceptions in both countries The study highlights the significance of cultural context in shaping marketing messages and the effectiveness of advertisements Additionally, it emphasizes the role of essential nutrients, such as vitamins A, C, iron, and zinc, in promoting children's natural immune systems, showcasing how health benefits are marketed in both cultures.

Introducing the new Nestlé® CERELAC® cereal powder, the first baby food enriched with advanced Bifidus®BL ingredients This innovative formula is designed to support your baby's natural immune system, fortified with essential vitamins A and C, as well as Iron and Zinc for optimal health.

 BÉ TĂNG CÂN THẤY RÕ (BIO-VITAL)

(The baby gain weight visibly)

 LÀM MỊN VÀ TRẮNG DA TĂNG CƯỜNG KHÁNG THỂ CẢI THIỆN TRÍ NHỚ

NÂNG CAO TINH THẦN, PHỤC HỒI SAU BỆNH

(NHAU THAI CỪU AVEYRON) (MAKE SKIN SMOOTH AND WHITE

Enhancing spirituality and rehabilitating after illness are crucial aspects of recovery In Vietnamese advertising, the term "effective" is frequently utilized, whereas American advertisements often opt for synonyms to convey a similar meaning This distinction highlights cultural differences in language use, particularly in the context of promoting health and wellness.

 Danospan TUYỆT CHIÊU TRỊ HO của mẹ …

Siro ho từ thảo dược An toàn và hiệu quả Dùng được cho bé và cả nhà

(Danospan Mum’s secret to stop coughing Siro from herbs Safe and effective Suitable for baby and whole family)

 Hiệu quả nhanh, uống 1 gói hết ngay chướng bụng (Bio Vital)

Efficacy is fast, take 1 pack; immediately stop distention

Mâm giặt lớn với đường kính 510 mm của máy giặt HITACHI được thiết kế để giặt sạch hiệu quả các vết bẩn, trong khi Hệ thống Chống rung kép giúp giảm thiểu đáng kể độ rung và tiếng ồn trong quá trình hoạt động.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differing cultural contexts and communication strategies employed in these advertisements, highlighting how cultural values influence marketing approaches By examining the linguistic and visual elements, the study aims to uncover the effectiveness of these advertisements in resonating with their respective audiences The findings provide valuable insights for marketers seeking to tailor their strategies in diverse cultural landscapes.

(The large 510 mm diameter washer was designed to effectively remove stains, and dual vibration protection significantly reduces vibration and noise.)

American and Vietnamese advertisements effectively highlight product benefits by using phrases that emphasize problem-solving capabilities Common terms such as "helps reduce," "reduces," "eliminates," and "removes" are frequently found in magazine ads, directly addressing customer concerns and showcasing the effectiveness of the products in alleviating issues.

 Removes 99% of dirt, oil and even makeup, with no filmy feeling

 Our clinically proven formula reduces size, swelling and redness, in just

 Only Neutrogena® has exclusive Microclear® Technology that pushes medicine deep into pores to fight the acne you see and can't see

 GIẢM CƠN ĐAU ĐẦU HIỆU QUẢ (Panadol)

 Liều dùng 1 viên, diệt các loại giun, giun đũa, giun móc, giun tóc, giun kim (Fugacar)

(Dosage 1 tablet, kill the worms, roundworms, hookworm, and wormhole)

 Ngăn ngừa quá trình lão hóa, giảm Cholesterol xấu (Neptune)

To combat the aging process and lower bad cholesterol, it's essential to focus on products that promote health benefits while capturing customer interest By highlighting both the positive effects and potential drawbacks, these products can effectively engage consumers and emphasize their value in enhancing well-being.

 In testing, OVER 90% of women agreed that it helped eliminate feminine odor and restore feminine freshness (MONISTAT Fresh Gel)

 Với thành phần 100% nguyên liệu từ Nhật, tinh chất White Adiva dạng nước uống hấp thu nhanh, với công thức đặc biệt kết hợp giữa Glutatione

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, focusing on the effectiveness of Vitamin C, B, and E in promoting skin whitening from natural sources It highlights how these nutrients enhance skin resilience against sunlight, reduce dark spots, and improve overall skin tone efficiently and quickly The study emphasizes the cultural nuances in advertising strategies and consumer perceptions between the two countries.

White Adiva is a fast-absorbing drink made with 100% Japanese ingredients, expertly formulated to combine Glutathione and essential vitamins C, B, and E This unique blend supports natural skin whitening, boosts the skin's resistance to sun exposure, and effectively reduces black and dark spots, resulting in smooth, velvety skin.

Both American and Vietnamese advertisers leverage scientific evidence, including numbers and percentages, to persuade their target audiences of a product's effectiveness, but they do so in distinct ways American advertisements often feature a wide range of numbers, from the twenties to 100, showcasing varied statistics to enhance credibility.

Product: Estee Lauder serum Description: The image of the product in the middle, and part of a sexy young girl lying down

THE ONE SERUM THAT RE-INVENTS BEAUTY SLEEP

A recent independent sleep study confirms that women are correct in believing there is a significant connection between quality sleep and radiant skin Discover how this innovative serum enhances the skin's natural overnight repair processes, ensuring you wake up more beautiful each day.

INSTANTLY, SKIN IS: 63% more Hydrated, 34% more Radiant

IN JUST 4 WEEKS, A SIGNIFICANT IMPROVEMENT:

43% stronger Moisture Barrier, 18% reduction in visible Lines, 21% improvement in Skin Texture, 20% more Even Skintone, 20% reduction in Redness

Results based on clinical testing on over 160 women of every ethnicity

THE POWER TO CHANGE YOUR SKIN - EVERY NIGHT

FOR EVERY AGE, EVERY ETHNICITY.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the distinct cultural nuances and communication strategies employed in advertising between these two countries By examining the linguistic and contextual elements, the study highlights how cultural values shape consumer perceptions and marketing effectiveness The findings offer valuable insights for marketers aiming to tailor their approaches to diverse audiences, emphasizing the importance of cultural sensitivity in global advertising campaigns.

The advertisement begins with introducing a product that can “re-invent beauty sleep.” It then explains the relationship between sleep and women’s beauty

After that, the efficiency of the product is proved based on the scientific results of

Clinical testing involving over 160 women from diverse ethnic backgrounds demonstrates significant yet moderate improvements after four weeks of product use Results indicate a 43% stronger moisture barrier, an 18% reduction in visible lines, a 21% enhancement in skin texture, a 20% increase in even skin tone, and a 20% decrease in redness These compelling statistics can instill confidence in potential customers regarding the product's effectiveness.

“reality” of the benefits when using the product as the improvement can be achievable

Additionally, together with the use of percentages to show the scientific proof, American advertisements also employ these percentiles in combination with comparison as in:

 VISIBLY RENEWED LIPS IN 1 WEEK:

88% HAD SMOOTHER LIPS 83% HAD BETTER-LOOKING LIPS 82% HAD LESS DRY LIPS

Sometimes in American advertisements, absolute or nearly absolute proportions are used as in:

 In testing, OVER 90% of women agreed that it helped eliminate feminine odor and restore feminine freshness (MONISTAT)

 Removes 99% of dirt, oil and even makeup, with no filmy feeling (Neutrogena® Ultra Gently Daily Cleanser)

REALIZATION OF POLITENESS STRATEGIES IN

Realization of positive politeness strategies in advertising appeals

When examining positive politeness strategies in American and Vietnamese magazine advertisements, significant similarities emerge Approximately two-thirds of these strategies are expressed through advertising appeals in Cluster 1, which comprises seven key appeals: Effectiveness, Convenience, Cheap, Technology, Productivity, Distinctive, and Durability, or combinations thereof Notably, among these, only the Distinctive appeal falls within the Emotional appeal category According to Brown and Levinson (1987), positive politeness focuses on enhancing social harmony and rapport.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, highlighting the importance of positive face and self-image in advertising Advertisers aim to foster a connection with their target audience by showcasing shared interests and knowledge, which enhances the appeal of their products To effectively engage customers, ad-writers emphasize the effectiveness, convenience, affordability, durability, and unique features of their products, particularly the advanced technology used in manufacturing Consequently, many positive politeness strategies are evident in the advertising appeals, especially in cluster 1 In today's market, consumers not only seek emotional resonance from special features but also require scientific information related to technology, convenience, and durability to validate product quality, explaining why six out of seven appeals in this cluster are rational in nature.

Both American and Vietnamese magazine advertisements share a key similarity in their politeness strategies, particularly through the Offer/Promise strategy, which emphasizes effectiveness appeals and a combination of various appeals The primary concern for customers when using a product or service is its effectiveness, often prioritizing it over factors like price or durability As a result, many advertisements in both countries highlight the effectiveness of their products to engage their target audience effectively.

L’Oreal BB Cream is designed to enhance your natural beauty, featuring an image of a radiant girl with a flawless complexion at the top Below, the product is showcased alongside three leaves that highlight its key benefits: providing hydration, offering sun protection, and delivering a smooth, even skin tone This versatile cream is perfect for achieving a fresh, luminous look effortlessly.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the distinct strategies employed in advertising within these two cultural contexts, highlighting the differences in communication styles and consumer engagement By examining the linguistic and cultural nuances, the study aims to provide insights into how advertisements resonate with diverse audiences Ultimately, this analysis sheds light on the effectiveness of marketing techniques in bridging cultural gaps and enhancing brand appeal in both American and Vietnamese markets.

BY L'ORÉAL INSTANT ALL-IN-ONE SKIN BEAUTIFIERS BARE PERFECTION + COLOR CORRECTION

Experience the transformative power of our ultra-light lotion featuring innovative "smart pigment" beautifying beads, designed to deliver flawless, bare perfection This multi-functional formula offers four key beautifying actions: hydration, priming, correction, and perfection Now available in specialized anti-redness and anti-fatigue variants, it enhances your skin's appearance instantly.

BECAUSE YOU'RE WORTH IT.™

In advertisement 22, L’Oreal employs a positive politeness strategy through the Offer/Promise approach, stating, “Instantly transform your skin for flawless, bare perfection.” This highlights the effectiveness of Magic BB Cream, assuring consumers they will see noticeable results in a short time The ad emphasizes four key beautifying actions: "hydrates, primes, corrects, and perfects," clearly outlining the product's benefits and encouraging potential customers to make a purchase Ultimately, this strategy aims to enhance consumer confidence and drive sales.

The Offer/Promise strategy in effectiveness appeals highlights both the product's efficacy and the shared goal of advertisers and target customers to enhance skin quality.

The same phenomenon can be found in Vietnamese advertising as in Advertisement 23

Product: Pond’s men Description: The image of the product next to a box of coffee

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and communication styles between the two countries By examining the linguistic and contextual elements of these advertisements, the study highlights how cultural values influence marketing approaches The findings aim to enhance understanding of effective advertising practices in diverse cultural settings, contributing to better cross-cultural communication in the global market.

VỚI CHIẾT XUẤT TỪ HẠT CÀ PHÊ

DA SÁNG + TRÔNG ĐẦY NĂNG LƢỢNG

ENERGY CHARGE FACE WASH with Energizing Coffee Bean extract & Cooling Menthol BRIGHT + ENERGIZED

The advertisement for Pond's Men effectively highlights the promise of achieving "bright and energized" skin through its face wash This appeal aligns with the Offer/Promise politeness strategy, enticing readers with the prospect of improved skin and appearance by using this product.

The Offer/Promise strategy in American advertising often combines different appeals, primarily merging Effectiveness appeal with Distinctive or Modern appeal This diverse combination is evident in the selected data, showcasing various approaches to effectively engage consumers.

 Only the Brilliant Brunette® line reveals the dynamic dimensions of brunette tresses-and brunettes themselves (Brilliant Brunette

 Our first cone-tip liner infused with precious oils for a creamy glide on the inner eye rim (Maybelline)

Sometimes, Effectiveness appeal is combined with Technology, Natural, or Wisdom appeal to convey positive politeness strategy Offer/ Promise as in:

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores how cultural differences influence advertising strategies and consumer perceptions in these two distinct markets By examining various advertisements, the study highlights the significance of cultural context in shaping messaging and effectiveness The findings underscore the importance of understanding local customs and values to enhance the impact of advertising campaigns across different cultures Ultimately, this analysis provides valuable insights for marketers aiming to bridge cultural gaps and optimize their advertising efforts in diverse environments.

 Our delicious, fiber-rich, ready-to-drink Total Lean™ shakes provide 25g of protein and are clinically proven to nearly double your total weight loss (Beat Average)

 Packed with natural sea butter, Eos leaves your skin super-soft and irresistibly smooth (Eos)

 It's the non-surgical filler your doctor uses to help restore a more youthful profile for up to two years with optimal treatment

In today's market, consumers seek more than just catchy advertising phrases; they demand evidence, examples, and scientific proof to validate the claims of products like JUVÉDERM VOLUMA® XC This blend of appeals ensures that customers feel their needs and desires align with those of the advertisers, fostering trust and credibility in the product.

In American advertising, prospective buyers often encounter combinations of Distinctive appeal with Technology, Natural, Modern, or Magic appeal, which promise quality and attract customers.

 ADVANCED TECH FOR SUPERIOR EYE EFFECTS (Maybelline)

 The only e-vapor with Four Draw® technology for a full draw

 Simple® is made with only our purest possible ingredients, no artificial perfume or dyes, and no harsh chemicals that can upset your skin

 Only our oil-free gel packs super concentrated pigments into a clear base (Maybelline)

In Vietnamese advertising, although the realization of Offer/ Promise is done mostly by the mixture of Effectiveness appeal with another appeal, the

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, highlighting the diverse possibilities of combining various appeal strategies In American advertising, effectiveness appeals can be integrated with themes such as technology, distinctiveness, or modernity, showcasing a multifaceted approach to capturing consumer attention.

Realization of negative politeness strategies in advertising appeals

The implementation of negative politeness strategies in advertising reveals significant differences between American and Vietnamese ads In American advertisements, these strategies predominantly appear in Cluster 1, while Vietnamese advertisements showcase a broader variety, utilizing strategies from Cluster 1, Cluster 2, or a combination of both The distribution among these three types of realization is nearly equal Examples from Vietnamese advertisements further demonstrate how negative politeness strategies are expressed through appeals from these distinct groups.

Product: Bioré Description: The image of the product in a big form; a sun clock is on the top left corner of the product together with the word “8h.”

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies and cultural nuances between the two countries By examining the linguistic and contextual elements of these advertisements, the study highlights how cultural values influence marketing approaches The findings aim to enhance understanding of effective communication in advertising across diverse cultural landscapes.

Sữa chống nắng Bioré UV mới với tinh chất sữa dễ thấm mang lại 5 tác động bảo vệ và dưỡng da toàn diện, giúp da sáng hồng và khỏe mạnh.

1 Bảo vệ da khỏi tia tử ngoại UVA có hại gây sạm & đen da và vết tàn nhang với chỉ số PA+++ mạnh mẽ

2 Bảo vệ khỏi tia tử ngoại UVB có hại gây bỏng rát da, cháy nắng với chỉ số SPF 50+ tương đương 8h liền

3 Bảo vệ khỏi các dấu hiệu lão hóa của da nhƣ vết nhăn, giảm độ đàn hồi, săn chắc

4 Dƣỡng da khô thoáng, mịn màng, không nhờn bóng với công nghệ độc quyền Sara đến từ Nhật Bản

5 Độc đáo khi tạo lớp nền trang điểm cho da sáng mịn với công thức che khuyết điểm và tinh chất sữa màu hồng phấn

Do đó, khi đã sử dụng Bioré UV, bất kỳ bạn gái nào cũng sẽ cảm nhận đƣợc sự khác biệt

(Hyaluronic Brightening Moisturizer Bioré 5 effects Bioré UV New Sunblock Milk with Immune Dandruff Factor offers 5 comprehensive protection and skin care effects:

1 Protect your skin from harmful ultraviolet rays UVA & black and freckles with strong PA +++

2 Protect your skin from UVB rays harmful to skin burns, sunburn with SPF 50+ equivalent to 8 hours

3 Protect your skin from signs of aging of the skin such as wrinkles, reduce elasticity, toned

4 Help the skin to be dry, smooth, not greasy with Sara technology from Japan

5 Uniquely create a subtle foundation for light complexion with concealer and pink powder essence

Therefore, when using Bioré UV, any girl will feel the difference.)

The Bioré advertisement employs a negative politeness strategy by being conventionally indirect, suggesting that "any girlfriend will feel the difference." This approach effectively targets female customers, implying that they too will experience the benefits of the product.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It explores how cultural nuances influence advertising strategies, particularly focusing on the use of negative politeness The findings highlight the differing approaches to communication and persuasion in advertisements, reflecting the underlying cultural values of each society By examining these variations, the study sheds light on the effectiveness of advertising techniques in diverse cultural contexts.

The product stands out due to its unique appeal, offering five comprehensive protection and skincare benefits that set it apart from other sun creams This distinctive quality ensures that target customers experience satisfaction while using the product.

Product: Neptune cooking oil Description: A big golden grain rice with 3 branches and logo of Neptune are on the red background

CHỜ ĐÓN VÀ KHÁM PHÁ

√ Dƣỡng chất quý giá từ hạt gạo nguyên cám

√ Ngăn ngừa quá trình lão hóa, giảm Cholesterol xấu

√ Liệu pháp chăm sóc vẻ đẹp tự nhiên Neptune Điểm 10 Cho sức khỏe Cho chất lƣợng

WAIT AND EXPLORE GOLD QUALITY FROM RICE

√ Precious nutrients from whole grain rice bran

√ Prevent the aging process, reduce bad cholesterol

Point 10 For Health For quality The cooking oil Neptune advertisement in example 26 employs negative politeness strategy Nominalization twice The first nominalization is used in the noun phrase “natural beauty treatment” which indicates Natural appeal of the product The product is made from natural ingredient “grain rice bran” which is considered to be safe for users The second nominalization is utilized in the last

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, focusing on the effectiveness of health appeals The phrase "Point 10 for health and quality" exemplifies how advertisements blend effectiveness and health messaging, reinforcing the idea that Neptune products are both high-quality and beneficial for health Consequently, target customers can feel assured and satisfied when using the product, knowing it is both effective and safe.

The Impersonalize S and H strategy, a prevalent negative politeness approach, exhibits notable differences in American and Vietnamese advertising In American magazine ads, this strategy is reflected through various appeals such as Effectiveness, Convenience, Cheap, Technology, Distinctive, Durability, Natural, Modern, and Wisdom, with minimal variation in their proportions Notably, only the Distinctive appeal falls within the Emotional appeal category, indicating that the Impersonalize S and H strategy in American advertising primarily relies on rational appeals Examples from American advertisements further illustrate this trend.

REVEAL beauty LIKE NEVER BEFORE (Jergens Moisturizers)

 ECONOMICS NEW JALAPENO DOUBLE JUST $2 FOR NOW

AMERICA'S #1 WEIGHT LOSS SUPPLEMENT BRAND

 KEEP THAT "JUST SHOWERED" FEELING ALL DAY LONG WITH NEW ALWAYS DAILIES LINERS

In Vietnamese advertising, the use of negative politeness strategies, such as Impersonalize S and H, is often reflected through Modern appeal This approach frequently combines Effectiveness appeal with other types of appeals, showcasing a blend of strategies to enhance the overall impact of the advertisement.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and communication styles between the two countries By examining these advertisements, the study highlights how cultural context influences marketing approaches and consumer perceptions The findings aim to enhance understanding of effective advertising practices in diverse cultural settings, providing valuable insights for marketers and researchers alike.

VẺ ĐẸP HOÀN MỸ Sản phẩm mới 2014

(COMPLETE COMFORT New Product in 2014)

 HITACHI Inspire the Next Lực hút cực mạnh dọn sạch bụi bẩn Công Nghệ Hút Xoáy Cyclone Tiên Tiến (HITACHI

Inspire the Next Extremely powerful vacuum cleaner Advanced Cyclone Technology Interestingly, sometimes, Impersonalize S and H is manifested by

Health appeal in combination with Community appeal as in the following example:

Product: Lifebuoy soap Description: A schoolboy got flu next to the image of 5 bacteria; a healthy girl is learning, and she is protected in a halo

Thường xuyên rửa tay với xà phòng giúp trẻ phòng chống các bệnh truyền nhiễm trong trường học

Chương Trình Rửa Tay Với Xà Phòng

Vì Một Việt Nam Khỏe Mạnh Regular hand washing with soap helps prevent infectious diseases in schools Lifebuoy

Hand-soap Program For A Healthy Vietnam

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the distinct advertising strategies employed in both cultures, highlighting the differences in language use, cultural references, and persuasive techniques By examining these advertisements, the study aims to uncover how cultural nuances influence consumer behavior and the effectiveness of marketing messages in diverse contexts The findings contribute to a deeper understanding of international marketing practices and the importance of cultural awareness in advertising.

The Lifebuoy advertisement emphasizes the importance of regular hand washing in preventing infectious diseases in schools To promote children's health, Lifebuoy has launched the "Hand-soap program," which aims to educate and encourage proper hygiene practices among students.

The Impersonalize S and H strategy highlights the community-focused benefits of the hand-soap program, promoting a healthier Vietnam This initiative underscores the importance of collectivism in Vietnamese culture, as emphasized by Hofstede (2001), where the well-being of the community enhances individual experiences with the product.

In comparing American and Vietnamese advertising, significant differences emerge in the use of negative politeness strategies American advertisements primarily employ negative politeness through appeals categorized in Cluster 1, while Vietnamese advertisements utilize a diverse array of combinations to convey similar strategies.

Impersonalize S and H, the most popular negative strategy in both American and

Realization of bald-on record politeness strategies in advertising appeals 139 5.4 Realization of mixed politeness strategies in advertising appeals

While bald-on record strategies in American and Vietnamese advertising are not extensively documented, the implementation of these strategies reveals both similarities and differences between the two contexts.

In both American and Vietnamese magazine advertisements, most bald-on record strategies are reflected in the advertising appeals found in Cluster 1, with the exception of the Durability appeal.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and communicative effectiveness between the two countries By examining these advertisements, the study highlights how cultural context influences consumer perception and marketing approaches Ultimately, this analysis contributes to a deeper understanding of global advertising practices and their implications for cross-cultural communication.

Product: Paula’s choice skincare Description: The image of a young girl behind the product

ACNE, I WON'T MISS YOU WHEN YOU'RE GONE

Break up with breakouts, clogged pores, and redness for good Try something that actually works Don't believe it? See before and after results for yourself at PaulasChoice.com/Clear

Get your 2-week trial kit for only $13 with free shipping at PaulasChoice.com/Clear

Also at Pharmacia + DermStore.com + b-glowing.com + Beauty.com + SkinStore.com

In this skincare advertisement, Paula showcases the transformative effects of the product through compelling before-and-after images Potential customers are encouraged to verify these results by visiting the recommended website The ad employs a bold strategy that highlights the product's affordability and offers free shipping, making it an attractive option for budget-conscious consumers This emphasis on cost-effectiveness underscores that the product is both efficient and economical, allowing customers to enjoy significant savings while experiencing satisfaction with their skincare routine.

Product: Nissan Sunny car Description: A Sunny car on the city road with big building; pictures of some outstanding features of the car

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and communication styles between the two countries By examining these advertisements, the study highlights how cultural contexts influence consumer perceptions and marketing effectiveness The findings aim to enhance understanding of cross-cultural advertising practices and their implications for marketers operating in diverse cultural landscapes.

NISSAN SUNNY HOÀN TOÀN MỚI

THÊM PHONG CÁCH, THÊM TỰ HÀO

Cảm nhận vẻ đẹp đẳng cấp của Nissan Sunny với chiều dài vƣợt trội cùng phong cách sang trọng nổi bật trong dòng sedan hạng trung

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Kiểu dáng sang trọng /Nội thất bọc da cao cấp / Trải nghiệm lái mƣợt mà

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“outstanding length” and “prominent luxurious style.” Consequently, the target customers can be highly attracted by the product, and the action of purchasing the product is sooner or later

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores how cultural differences influence advertising strategies and consumer perceptions in these two distinct markets By examining the linguistic and contextual elements of advertisements, the study highlights the importance of cultural nuances in effective marketing communication The findings contribute valuable insights for marketers aiming to tailor their approaches to resonate with diverse audiences.

On the other hand, when investigating into the specific bald-on record strategy, Imperative, which is the most popular bald-on record strategy of both

American and Vietnamese advertising strategies differ significantly due to cultural variations In American magazine ads, the use of imperatives is evident through a focus on effectiveness, convenience, and technology, showcasing a direct approach to engaging consumers.

Modern, Enjoyment, or Freedom with almost the same proportion For instance,

 Discover our easy-to-use package

No-mess container Easy to pour & scoop (Gerber)

 Dive into a new class of immersive apps and games Tilt, auto-scroll, swivel, and peek to navigate menus and access shortcuts with one hand

 Lunchables with Smoothie Kabobbles™ Let them mix up their favorite foods

In Vietnamese advertising, the bald-on record strategy primarily manifests in effectiveness appeal, as consumers are more likely to be persuaded to purchase a product when they understand its benefits For instance, a specific advertisement from Vietnamese data illustrates this concept effectively.

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This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and the effectiveness of communication in both contexts By examining various advertisements, the study highlights how cultural values influence marketing approaches and consumer perceptions in the United States and Vietnam Ultimately, this analysis offers insights into the role of culture in shaping advertising practices and their impact on audiences in different regions.

The advertiser encourages customers to purchase the product by emphasizing its ability to "feel the beauty" and "make an impression," employing a bald-on record strategy This approach effectively highlights the product's benefits, appealing directly to the consumer's desire for effectiveness and impact.

In short, the majority of American and Vietnamese bald-on record politeness strategy is realized by most of advertising appeals in Cluster 1, but for

The concept of durability appeal varies significantly between American and Vietnamese advertisements In American marketing, this appeal is expressed through a diverse range of strategies, while in Vietnamese advertisements, it predominantly focuses on effectiveness appeal.

5.4 Realization of mixed politeness strategies in advertising appeals

The hybrid of negative and positive politeness strategies is the most prevalent mixed politeness approach in American and Vietnamese magazine advertisements However, the implementation of this hybrid varies between American and Vietnamese advertising contexts.

Recapitulation of the study

This study explores the intersection of politeness strategies and advertising appeals in American and Vietnamese magazine advertisements, addressing a significant gap in cross-cultural pragmatics and advertising research While previous studies have examined these elements separately, this research investigates their relationship, aiming to provide advertisers with insights to develop effective strategies for engaging target customers The findings emphasize the importance of understanding how politeness strategies can enhance advertising appeals, ultimately assisting advertisers in persuading consumers to purchase their products Additionally, this study contributes to the existing body of knowledge in advertising research and promotes a deeper understanding of pragmatic analysis in marketing contexts.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, highlighting the significance of cultural differences in advertising strategies It emphasizes the role of pragmatics in education, particularly for Teaching English as a Foreign Language (TEFL) learners, by increasing their awareness of these cultural nuances The study aims to enhance understanding of how advertisements convey meaning differently across cultures, ultimately benefiting both educators and students in navigating the complexities of cross-cultural communication.

The thesis development comprises five chapters, with Chapter 1 focusing on a literature review of magazine advertisements and related research It outlines essential concepts and tools used in the study, while examining different approaches to politeness and advertising appeals Notably, the review reveals a significant gap in research regarding the connection between politeness and advertising appeals This study addresses this gap by analyzing politeness, advertising appeals, and the implementation of politeness strategies in American and Vietnamese magazine advertisements.

Chapter 2, Methodology, outlines the specific design of the study, employing a qualitative approach complemented by quantitative data The analytical frameworks are based on the theories of Brown and Levinson.

This study examines politeness theory (1987) and Pollay’s advertising appeal systems (1983) through an adapted lens Data was gathered from three distinct magazines from each country, focusing on the frequency of politeness strategies and advertising appeals The research further explores the linguistic manifestations of these strategies and appeals, culminating in an analysis and discussion of how politeness strategies are realized within advertising appeals.

Chapter 3, 4, and 5 answer three research questions posed at the beginning of the thesis, focusing on politeness strategies, advertising appeals and the realization of politeness strategies in advertising appeals

With regards to politeness strategies , the findings indicate that although

American and Vietnamese ad-writers predominantly utilize positive politeness strategies, though the specific approaches differ between the two cultures The manifestation of these strategies in advertising varies, reflecting unique cultural nuances in American and Vietnamese communication styles.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer perceptions between the two countries By examining various advertisements, the study highlights how cultural context influences marketing approaches and the effectiveness of communication in advertising Ultimately, the research aims to enhance understanding of cross-cultural advertising practices and their implications for global marketing strategies.

The Offer/Promise strategy serves as the main positive politeness approach in both American and Vietnamese advertising Advertisers in both cultures utilize similar sentence structures for this strategy However, while American advertisements predominantly express the Offer/Promise strategy through noun phrases, Vietnamese advertisements typically employ verb phrases to convey the same concept.

In both America and Vietnam, three prominent single negative politeness strategies are evident: Impersonalize S and H, Nominalization, and being conventionally indirect These strategies highlight the importance of maintaining distance and politeness in communication, reflecting cultural nuances in interpersonal interactions.

H strategy is almost the same in American and Vietnamese magazine advertisements

Bald-on record strategies in advertising reveal distinct linguistic patterns between American and Vietnamese approaches While the imperative form is the most commonly used strategy in both contexts, American advertisements typically combine it with a telephone number or website In contrast, Vietnamese advertisements integrate the imperative form with the brand name and key product features, showcasing the unique application of this strategy in each culture.

With regards to advertising appeals , it is found that there are four primary appeals used in both American and Vietnamese adverting, namely

Effective, Distinctive, Modern and mixture of two appeals However, the linguistic realizations of these appeals are somewhat different in American and Vietnamese magazine advertisements

American and Vietnamese ad-writers effectively use similar terminology, such as "offer," "help," and "improve," to highlight how their products benefit customers They also incorporate phrases like "reduce," "eliminate," and "remove" to address common problems faced by consumers Furthermore, both groups leverage scientific evidence to enhance the credibility of their claims.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It highlights the differing approaches to advertising effectiveness in both cultures American advertisements typically utilize noun phrases and comparative structures to convey effectiveness, whereas Vietnamese advertisements favor full sentences and detailed descriptions Despite these differences, both cultures demonstrate a similar understanding of numbers and percentiles in their advertising strategies.

Distinctive appeal ranks as the second most popular advertising strategy in both American and Vietnamese markets In American advertising, terms like "advanced," "remarkable," "premium," "superior," "exclusive," and "outstanding" are frequently used to highlight unique product features, often employing superlative structures Conversely, Vietnamese advertisements do not utilize such superlatives to convey this appeal, indicating a notable difference in advertising approaches between the two cultures.

Both American and Vietnamese advertising utilize the term "new" to highlight new products or features, emphasizing modern appeal In American ads, this appeal is further enhanced with terms like "advanced," "first," and "the latest." Syntactically, modern appeal in commercial magazine advertisements from both cultures can be expressed through one-word utterances like "New," noun phrases, or imperative forms.

The study highlights that the integration of Off-record politeness strategies in advertising appeals is significant, prompting an analysis of four other major politeness strategy groups Findings indicate that while some politeness strategies show similarities in their application within advertising appeals, there are notable differences between American and Vietnamese magazine advertisements regarding the implementation of various politeness strategies.

Firstly, two thirds of American and Vietnamese positive politeness strategies are manifested by advertising appeals in Cluster 1 Additionally, Offer/

Promise strategy, the most prominent positive politeness strategies of both

Implication

This thesis aims to contribute valuable insights to advertising culture and enhance the analytical methodology employed The study's findings not only reinforce existing literature but also introduce significant concepts for further consideration.

This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It examines how cultural differences influence advertising strategies and consumer perceptions in these two distinct markets The study highlights the linguistic and contextual elements that shape the effectiveness of advertisements, providing insights into the role of culture in marketing practices By comparing American and Vietnamese approaches, the analysis reveals key trends and practices that can enhance cross-cultural communication in advertising.

Brown and Levinson's (1987) politeness theory offers a valuable framework for researchers to identify and analyze politeness strategies However, cultural differences necessitate adaptations to this framework, such as incorporating mixed groups of politeness strategies and removing the hierarchical ranking among them.

Pollay’s advertising appeals system, developed in 1983, remains relevant and analytically applicable in contemporary studies, including this research It is crucial to conduct a pilot study prior to any advertising appeals research, as certain appeals may not resonate across different cultures.

This study highlights the significant connection between politeness strategies and advertising appeals The integration of various politeness strategies within advertising helps mitigate face loss for target customers, thereby strengthening their relationship with the brand As a result, the desired customer action—purchasing products or services—is more likely to be accomplished.

This research integrates pragmatic and advertising culture by examining politeness strategies and advertising appeals in the distinct contexts of America and Vietnam, thereby enhancing interdisciplinary studies Additionally, it contributes to the advancement of pragmatics and cross-cultural communication research.

Cross-cultural pragmatic analysis provides a methodological framework for examining how individuals understand and produce linguistic actions within various contexts This study focuses on the patterns of linguistic actions performed by language users from diverse cultural backgrounds.

This study conducts a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, focusing on the language utilized by advertisers from both cultures By examining the cultural backgrounds and linguistic strategies employed, the research aims to uncover the differences and similarities in advertising approaches between the United States and Vietnam.

This study employs content analysis as its research technique, which is particularly effective for several reasons It aligns with the theoretical framework of politeness strategies and advertising appeals, facilitating a coherent connection between the two Additionally, content analysis aids in examining advertisements across different cultures and provides objective guidelines for text coding Ultimately, this method allows for systematic and unbiased data interpretation, enhancing the overall analysis.

In brief, the issue of methodology discussed in this section can be considered as the food-for-thought for future studies involving the investigation into adverting

Ad-writers must recognize the significance of politeness strategies and advertising appeals in their campaigns Just like in everyday conversations, advertising utilizes these strategies to ensure smooth communication between the advertiser and the audience Advertisers, acting as speakers, consider the feelings and interests of their consumers; for example, cosmetic ads often address sensitive issues like dry skin or wrinkles By employing politeness strategies, advertisers can convey their messages effectively while preserving the public image of their consumers Additionally, using advertising appeals captures the audience's attention by highlighting relevant issues and addressing them directly.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines, focusing on how these ads convey messages without making consumers feel embarrassed or pressured to buy the promoted products By examining the linguistic and cultural nuances in advertising strategies, the study highlights the differences and similarities in consumer engagement across these two distinct markets Understanding these dynamics can enhance the effectiveness of marketing campaigns tailored to diverse cultural contexts.

To effectively reach consumers, advertisers must understand the cultural differences across nations This knowledge enables them to choose suitable politeness strategies and advertising appeals, or a combination of both, ensuring their advertisements are persuasive and relevant to their target audience.

International advertisers looking to enter the American or Vietnamese markets must consider key linguistic preferences American advertisements typically feature shorter formats and emphasize noun phrases, while Vietnamese advertisements tend to be longer, incorporating detailed descriptions and verb phrases.

In today's globalized world, cultural similarities influence the adoption of certain advertising strategies Consequently, the optimal approach for effective advertising combines both standardization and localization.

This study demonstrates the benefits of employing a cross-cultural pragmatic approach in social research, highlighting its effectiveness in understanding diverse cultural contexts Moreover, the integration of content analysis is crucial for examining the interplay between advertising and culture Consequently, it is essential to incorporate cross-cultural pragmatics and content analysis into tertiary education and practical applications.

Limitations

This study's limitations stem from its data, as advertisements were sourced from only six magazines—three from each country—resulting in a potentially homogenous sample that may not fully represent the advertising culture of each nation However, the selected magazines are relatively popular, and they cater to different target audiences, enhancing the potential reach Notably, previous research by Askehave (2007) and Pitts (2004) suggests that even a modest sample, when analyzed carefully, can yield reliable outcomes, supporting the credibility of this study's findings.

A key limitation of this study is that its findings are restricted to the specific data analyzed, which limits the ability to generalize or apply the results to different time periods If data were sourced from a different timeframe, the outcomes could vary significantly.

It was challenging to determine if politeness strategies and advertising appeals vary by product or target audience The strategies identified in this study were prevalent across nearly all advertisements, making it difficult to identify clear trends that differentiate between magazines or products.

The coding tasks in this study are qualitative, which may compromise overall objectivity In qualitative research, coders must do more than merely count variable frequencies; they need a deep understanding of the conceptual definitions of the 33 advertising appeals to accurately measure their presence, especially since many of these appeals are quite similar.

This article presents a cross-cultural pragmatic analysis of commercial advertisements in American and Vietnamese magazines It highlights the complexities involved in such analyses, noting that the subjective nature of interpretation can lead to results that may not be entirely objective By examining the differences and similarities in advertising strategies between the two cultures, the study aims to enhance understanding of how cultural contexts influence commercial communication.

Suggestions for further studies

The following directions for further research are recommended

One limitation of this study is the insufficient exploration of linguistic evolution in magazines over time Consequently, future research should focus on a more in-depth analysis of diachronic continuities and emerging trends in language use.

Future research should explore various media formats, including newspapers, television, and the internet, as their influence and popularity continue to rise in today's consumer-driven society.

The analysis of linguistic features reveals significant cross-cultural differences in politeness strategies and advertising appeals between American and Vietnamese advertisements However, examining these features in relation to specific product types and target consumer groups would enhance the linguistic profile of the discourse, providing a more nuanced understanding of advertising strategies.

This research primarily focuses on the verbal language used in advertisements, while also acknowledging the significant role of non-verbal elements like visuals, layout, and trademarks It is essential to explore how politeness strategies and advertising appeals are linguistically expressed through these non-verbal factors.

This study presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, language use, and cultural nuances between the two countries By examining these advertisements, the research highlights how cultural contexts influence consumer perceptions and marketing effectiveness The findings aim to provide insights for marketers seeking to understand and engage diverse audiences in both American and Vietnamese markets.

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This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer perceptions between the two countries By examining various advertisements, the study highlights how cultural context influences marketing messages and consumer engagement The findings aim to enhance understanding of effective advertising practices in diverse cultural settings, ultimately benefiting marketers and advertisers in both regions.

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This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural nuances, and consumer perceptions between the two countries By examining these advertisements, the study highlights how cultural contexts influence marketing approaches and the effectiveness of communication in reaching target audiences The findings contribute to a deeper understanding of cross-cultural advertising practices and their implications for marketers operating in diverse markets.

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This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It examines how cultural nuances influence advertising strategies and consumer perceptions in both countries The study highlights the differences in communication styles, values, and persuasive techniques employed in advertisements, reflecting the distinct cultural contexts By analyzing these elements, the research aims to provide insights into effective advertising practices that resonate with diverse audiences, ultimately enhancing cross-cultural marketing strategies.

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This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural contexts, and consumer perceptions between the two countries By examining various advertisements, the study highlights how cultural values and communication styles influence marketing effectiveness The findings aim to provide insights for marketers looking to tailor their approaches in diverse cultural settings, ultimately enhancing their understanding of global advertising dynamics.

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This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural values, and communication styles between the two countries By examining various ads, the study highlights how cultural context influences consumer behavior and the effectiveness of marketing messages The findings aim to enhance understanding of cross-cultural communication in advertising, providing valuable insights for marketers operating in diverse cultural environments.

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This article presents a cross-cultural pragmatic analysis of commercial advertisements found in American and Vietnamese magazines It explores the differences and similarities in advertising strategies, cultural values, and communication styles between the two countries By examining various advertisements, the study highlights how cultural context influences consumer perception and marketing effectiveness The findings aim to enhance understanding of cross-cultural communication in advertising, providing insights for marketers targeting diverse audiences.

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