A disourse analysis of English sales presentations an integrated approach

A disourse analysis of English sales presentations: an integrated approach            :            Nguyn Th Hà My University of Languages and International studies M.A. Thesis Linguistics; Mã s: 60 22 15 Supervisor : Prof. Nguyn Hòa o v: 2012 Abstract. Studies investigating the sales letters and some other kinds of business communication have shown the effective ways to write a persuasive sales letter. However, very few studies are found investigating the sales presentation. This paper is an attempt to deal with sales presentations one kind of business correspondence. The paper illuminates register and coherence of discourse of sales presentation, which are two variables of integrated approach to discourse analysis. The result of the study identifies register and coherence factors of discourse of sales presentation. From the findings, the implication for the most effective way to make a successful sales presentation in terms of register and coherence of discourse is drawn out. Keywords. Ting Anh; Bài thuyt trình; Phân tích din ngôn; Bán hàng Content. 1. Rationale of the study In theory: Up to now, only few books and researches specialize in presentations, and most of them are guidance in making presentation in general, for example: Presentation Skills for Students (Emden, J. & Becker, L., 2004). This thesis desires to investigate this new field and to be as a reliable source for a salesperson before making his sales presentation. In practice: The rapid development of economy has created various challenges to Vietnamese companies; they are forced to act more effectively in the market. One of their ways to compete with other companies is to make successful presentations to introduce new products, in which they can provide clients with full information about new products. Making an effective sales presentation becomes a challenge for businesses and business training centers when there is mostly no study or research on this field. Therefore, the investigation to famous sales presentations will be a good means for enterprises to attract more customers and to get more profits. To make a persuasive sales presentation, it is undeniable to understand the discourse of sales presentation, especially register of discourse and coherence of discourse. Register of discourse is investigated in terms of field of discourse, tenor of discourse and mode of discourse. Coherence of a discourse is created by cohesion, relevance and discourse structure. With the limited time, this paper only looks at register of discourse of sales presentation and coherence of discourse of sales presentation in terms of relevance and discourse structure 2. Aims of the Study Due to the constraints in time and knowledge in Business English, this thesis will not able to cover all aspects of sales presentations, this study aims at: - Investigate register of the discourse of English sales presentations with three aspects: field of discourse, tenor of discourse and mode of discourse. - Examine factors creating coherence of the discourse of English sales presentations: relevance and discourse structure. These aims are to answer the research questions: - What is the register in terms of field of discourse, tenor of discourse and mode of discourse, of English sales presentation? - How coherence of discourse of English sales presentations is created via relevance and discourse structure? 3. Scope of the study In      sales letters, advertisements, or sales presentations, etc. Within the limit of a M.A. thesis, this research can only deal with one aspect of this broad area, that is sales presentations made by Steve Jobs, the CEO of Apple. This study is confined to the register of sales presentations with three aspects: field, mode and tenor of the discourse. Moreover, this thesis will focus on coherence of discourse of sales presentations with two factors: relevance and discourse structure. 4. Methods of the study This study adopts an integrated approach to discourse analysis, which looks into the concerned discourse in terms of register and coherence. To do this, descriptive method is used to describe data and characteristics of the population or phenomenon being studied. The description is used for frequencies, averages and other statistic factors of discourse of sales presentations. References. In English Biber, D. [et al.] foreword by Randolph Quirk (1999), Longman Grammar of Spoken and Written English, England: Pearson Education. Brown, G. & Yule, G. (1983), Discourse Analysis, New York: Cambridge University Press. Brown, G. (1987), Discourse Analysis, New York: Cambridge University Press. Cook, G. (1990), Discourse, New York: Oxford University Press. Emden, J. & Becker, L. (2004), Presentation skills for students, Basingstoke: Palgrave Macmillan. Grice, H.P. Logic and conversation in (eds.) P. Cole & J. Morgan (1975), Syntax and semantics 3: Speech acts. New York: Academic Press. Halliday, M.A.K (1978), Language as Social Semiotic: The Social Interpretation of Language and Meaning. London: Edward Arnold. Halliday, M.A.K, Hasan R. (1976), Cohesion in English. London: Longman. 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In Vietnamese Phân tích diễn ngôn: Một số vấn đề lí luận và phương pháp,  Nhà . Websites Retrieved from http://www.businessdictionary.com/definition/sales-presentation.html on 6th September 2011 Retrieved from http://www.cbsnews.com/8301-505125_162-51313856/how-to-create-an- effective-sales-presentation/ on 6 th September 2011 Retrieved from http://www.apple.com/apple-events/september-2010/ on 3th April 2011 Retrieved from http://www.apple.com/apple-events/wwdc-2010/ on 5 th October 2010 Retrieved from http://www.apple.com/apple-events/january-2010/ on 10 th April 2011 Unpublished n Thúy Trang (2008), A discourse analysis of beauty product advertisements for females in English (in the light of pragmatics), M.A. Minor Thesis Linguistics, Ha Noi: College of Foreign Languages. 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K  sales letters, advertisements, or sales presentations, etc. Within the limit of a M .A. thesis, this research can only deal with one aspect of this broad area, that is sales presentations made. Palgrave Macmillan. Grice, H.P. Logic and conversation in (eds.) P. Cole & J. Morgan (1975), Syntax and semantics 3: Speech acts. New York: Academic Press. Halliday, M .A. K (1978), Language