Lexical reiteration in the language of ICT product advertisements A comparative study in English and Vietnamese

Lexical reiteration in the language of ICT product advertisements: A comparative study in English and Vietnamese Lă ̣p từ vựng trong ngôn ngữ quảng cáo sản phẩm công nghê ̣ thôn

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Lexical reiteration in the language of ICT product advertisements: A comparative study

in English and Vietnamese

Lă ̣p từ vựng trong ngôn ngữ quảng cáo sản phẩm công nghê ̣ thông tin và truyền thông:

Nghiên cứu so sánh Anh-Viê ̣t

Dương Bích Thuận

University of Languages and International Studies M.A Thesis English Linguistics; Mã số: 60 22 15

Supervisor : Dr Kiều Thi ̣ Thu Hương

Năm bảo vệ: 2012

Abstract Along with the rapid development of social economy in general and the

mass media in particular, we are exposed to numerous advertising messages anytime anywhere Thus, it is necessary for us to catch the exact message that the advertiser wants to convey in order to understand his product the most The study focuses on Information and Communication Technology (ICT) products which are experiencing the fastest growth, making the world become smaller, things get faster and human beings come closer It seeks to explore how lexical reiteration is used in the advertising languages of these products in English and Vietnamese Halliday and Hasan’s classification of lexical reiteration (1976:278), in which lexical reiteration is divided into repetition, synonym or near synonym, superordinate and general word, makes up the framework of the study As pointed out in the study, lexical reiteration is used in advertisements of ICT products in English and Vietnamese similarly to each other in terms of popularity, flexibility, kind of reiterated items and combination with rhetorical figures However, admen of these two languages have different choices in making creative advertisements of ICT products

Keywords Tiếng Anh; Tiếng Việt; Từ vựng; Ngôn ngữ quảng cáo

Content

Part I: Introduction represents the rationales, the aims, the research questions, the

methods, the scope, and the design of the study

Part II: Development

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Chapter 1 presents the theoretical background of the study

Chapter 2 explores lexical reiteration in Vietnamese and English

advertisements of ICT products

Chapter 3 points out several similarities and differences

between lexical reiteration used in Vietnamese and English advertisements of ICT products

Part III: Conclusion sums up the study outcomes, points out the implications and

limitations of the study as well as suggests ideas for further research

References

English

1 Arjun Kumar Bhatia (2000) Tourism Development: Principles and Practice, New

Delhi: Sterling Publishers pvt.Ltd

2 Bùi Thị Kim Ngân (2012) A Descriptive Analysis of Linguistic Features of

Advertising Language Used in English Slogans for Food and Drink Products Luận

văn thạc sĩ, Đại học Ngoại Ngữ, ĐHQG HN

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

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

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

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

7 Hoàng Thị Thúy (2005) Advertising Laguage Used in Trade: A Comparison in

English and Vietnamese Luận văn thạc sĩ, Đại học Ngoại Ngữ, ĐHQG HN

8 Leech, G.N (1966) English in advertising: A Linguistic Study of Advertising in

Great Britain (English Language Series) London: Longman

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

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10 Lưu Trọng Tuấn (2010) Rhetorical Structures in the Language of Vietnamese

Advertisements, Asian Social Science (2010, 6 (11), 175-182)

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

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

Beacon Press

13 McQuarrie, E.F & Mick, D.G (1996) “Figures of Rhetoric in Advertising

Language.” Journal of Consumer Research, 22 (4), 424- 438

14 Nguyễn Thị Bích Liên (2004) A Discourse Analysis of Cohesive Devices in

Information & Communication Technology Advertisements, Luận văn thạc sĩ, Đại học

Ngoại Ngữ, ĐHQG HN

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

ABC-CLIO, LLC

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

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

York: OUP

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

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

Basil Blackwell

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

MPhil, EdD and PhD Basingstoke: Palgrave

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

29 (1), 71-77

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Vietnamese

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

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

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

4 Mai Xuân Huy (2000) Các đặc điểm của ngôn ngữ quảng cáo dưới ánh sáng của lí

thuyết giao tiếp (Cấu trúc ngữ nghĩa – ngữ dụng của diễn ngôn quảng cáo) Luận án

tiến sĩ ngữ văn, Viện Ngôn Ngữ học, Hà Nội

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

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

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

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

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

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

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

Websites

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

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

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

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

5 http://symbianworld.org

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

7 http://vine.nokia.com/

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

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

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

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

12 http://www.businessdictionary.com

13 http://www.canon.com

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

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

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

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

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

19 http://www.htc.com

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

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

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

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

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

25 http://www.macworld.co.uk/ipad-iphone/news/?newsid=3343371

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

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

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

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

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

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31 http://www.onboom.com

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

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

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

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

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

37

http://www.slashphone.com/windows-phone-7-new-ads-reveal-the-att-htc-mondrian-2711971

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

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

40 http://www.splendad.com

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

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

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

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