LV (Syntactic and semantic features of collocations in advertising)

1 CHAPTER INTRODUCTION 1.1 RATIONALE Communicating is an essential part in our daily life People have a great variety of ways to exchange their thoughts, which may be made through language, signs, gestures, body language, and so on However, language proves to be the most effective means, for it is capable of conveying all what you want while the others might sometimes be impossible Advertising is among the many ways of conveying ideas in which language plays a very important role Whenever you speak or write something, you make phrases and sentences in such a way that it makes sense to the listener(s) or the reader(s), though you may not be aware of this And this is the role of syntax - studying the structures of phrases and sentences In addition, “part of the business of semantics is to deal with ways in which syntactic structures can be interpreted Some scholars assume that for each syntactic rule determining how two or more constituents are put together, there is a corresponding semantic rule determining how the receptive meanings are to be composed” [14, p.27- 28] Knowing well the semantic and syntactic rules of a language does not necessarily mean having mastered its uses In some situation, a sentence someone makes can be unnatural or unacceptable though it is grammatically correct This is the matter of collocations “Collocation is the way words combine in a language to produce natural-sounding speech and writing” Collocation runs through the whole of the English language, as in any other languages No piece of naturally spoken or written English is totally free of collocation Choosing the right collocation will make the speech and writing more natural and more native-like [19] For instance, in English you say strong wind but heavy rain” [19, vii], though strong and heavy here both mean a lot You may say strong rain and can be understood but of course it does not sound natural and sometimes your speech provokes a smile Similarly, we often see in some advertisements such collocations as smooth hair / smooth skin in English but in Vietnamese mái tóc suông/ da mịn màng not da suông This may not be a matter at all to native speakers How a word goes with another is of no question to them because they are living in the language environment and their language competence is the result of what they have acquired since their very early ages They are even unaware of the fact that they are using collocations On the contrary, learners of English find it troublesome because there is no rule for them to know which goes with which And this creates a lot of difficulties for every language learner Advertising is crucial in our modern society It is designed to promote the sale of a product or service Since advertising is catchy and persuasive, advertisers tend to vary their ways and language so as to draw the attention of the potential consumers This leads to the use of many different collocations in advertising the same product or service For these practical reasons, I decide to a research on the syntactic and semantic features of collocations in advertising in English and Vietnamese 1.2 JUSTIFICATION OF THE STUDY Collocation runs through the whole of the English language No piece of natural spoken or written English is totally free of collocation Choosing the right collocation will make the speech and writing more natural and more native-like [19] A study of syntactic and semantic features of collocations will be a contribution to the understanding and using collocations of the learners 1.3 PURPOSES OF THE STUDY The study is to find out the syntactic and semantic features of collocations used in advertising skincare products in English and Vietnamese to point out the similarities and differences between them Some suggestions in the way of forming collocations will be made based on the analysis of the findings so as to help the English learners with their collocation using 1.4 OBJECTIVES - To collect and systematize some theoretical background for the study of collocations - To analyze, synthesize, comment and illustrate the syntactic and semantic features of collocations with examples taken from written advertisements in English and Vietnamese - To point out the similarities and differences in collocations used in advertising skincare products between these two languages - To make some suggestions on using collocations effectively for the English learners 1.5 RESEARCH QUESTIONS - What are the syntactic and semantic features of collocations of “skin” and “da” used in advertising skincare products in English and Vietnamese? - What are the similarities and differences of these collocations in English and Vietnamese? - What is the distribution of these collocations in advertising in English and Vietnamese? 1.6 SCOPE OF THE STUDY The study mainly focuses on collocations of “skin” used in advertising skincare products in written form collected from advertisements in newspapers, magazines, the Internet etc…both in English and Vietnamese and is limited in analyzing and discussing the syntactic and semantic features of these collocations 1.7 DEFINITIONS OF TERMS 1.7.1 Syntactic Features “Syntactic features are the features involving the rules governing the structure of a language such as the form of words, the structure of phrases, clauses and sentences, word order, collocation ” 1.7.2 Semantic Features Semantic features are the features that are used to define the meanings of a word [14] or to differentiate individual lexemes in a particular domain from one another in terms of meaning [27] These features used to indicate the sense relation between lexical units such as hyponyms, synonyms and antonyms, semantic fields… 1.7.3 Collocation In Oxford Collocations Dictionary (2003), collocation is defined as the way words combine in a language to produce natural-sounding speech and writing [19] or a particular combination of words used in this way “The term collocation refers to combinations of two lexical items each of which makes a distinct semantic contribution” (Stephan Gramley and Kurt –Michael Patzold, 2002) [10] 1.8 ORGANISATION OF THE STUDY There are five chapters included in the thesis Chapter consists of the rationale, the justification, the purposes, the objectives, the research questions, the scope of the study, some definitions of terms used in the thesis and the organization of the study Chapter is the theoretical background which includes the literature review, and some general features of syntax and semantics of English and Vietnamese Chapter is the one in which the methods of collecting, analyzing data and describing data are presented Chapter focuses on analyzing and discussing the syntactic and semantic features of collocations of the words “skin”, “da” and their proper adjectives and the equivalents based on the findings Chapter is the conclusion of what has been found and discussed It is the summary of the syntactic and semantic features of collocations of “skin” and “da” in advertising in English and Vietnamese and the implication of the thesis CHAPTER LITERATURE REVIEW 2.1 PRIOR RESEARCH A review of literature on previous studies relating to collocations and language of advertising is presented in this section Anna Braasch and Sussi Olsen (2005), in their paper “Formalised Representation of Collocations in a Danish Computational Lexicon”, have focused on a specific collocation type and dealt with a formalised, patternbased description of collocations for a Danish computational lexicon They have analyzed a selection of frequent collocations found in the corpus and discussed a few selected morphological and syntactic constraints that apply to verbal collocations English collocations have been studied and discussed in a variety of books Collocations have been listed in such a way that they are called “word collocations” in Oxford Collocations Dictionary (2003) Stephan Gramley and Kurt-Michael Patzold (2004) express their viewpoints on the meaning, word classes, range of collocations and the conditions and restrictions in collocations Maria-Violeta Seretan (2006), in “Syntactic and Semantic Oriented Corpus Investigation for Collocation Extraction, Translation and Generation” proposed experiment and evaluate linguistically motivated methods for the treatment of collocations which will focus both on syntactic and semantic features, as indispensable dimensions of collocation treatment in addition to the traditionally, widely used statistical dimension and will be exploited for collocation processing applications, mainly for collocation extraction, translation and generation, by making an extensive use of the widely available mono- and multilingual digital text collections In “The discourse of advertising” by Guy Cook (2003, 2nd edition), the author provided a framework for analysis of advertisements as a discursive genre Concepts from discourse analysis; stylistics and linguistics are applied to examine the ads textual and contextual features in a bottom-up approach that allow identifying their interaction and combinations Also, in this book, the interaction between advertising messages, their substance and their surroundings are discussed and their influence on the effectiveness of the advertising is shown.” There have been some researches done into language of advertising in Vietnamese In “A Discussion Concerning Linguistic Units and Meaning in English Language advertisements” (1993) Dinh Gia Hung and Ho Si Thang Kiet discussed the features of English linguistic units and semantic meaning used in advertisements Besides, from different views, some linguists approached advertising and advertising language, examining the linguistic usage on billboards and in advertisements, the correspondence between forms and contents as well as the influence of cultural factors such as: “Về ngôn ngữ quảng cáo” (Trần Đình Vĩnh, Nguyễn Đức Toàn, 1993), “Ngôn ngữ quảng cáo-phương pháp phỏng” (Nguyễn Đức Dân, 1994), “Về lập luận quảng cáo” (Mai Xuân Huy, 1999) 2.2 THEORETICAL BACKGROUND 2.2.1 Collocations and Syntax Collocation is the way words go together to produce natural pieces of language And syntax concerns the combination of words into phrases and sentences In other words, when discussing collocations we cannot help talking about common syntactic features like words, phrases, sentences… 2.2.1.1 Phrases A phrase may be one or more words long [4, p.177] That is to say, it consists of at least a head word and optional modifiers There are five phrase types in both English and Vietnamese; however, Noun Phrase (NP) and Adjective Phrase are the ones investigated in the thesis for what is discussed within this paper is collocations of the word “skin”, “da” and their adjectives and the equivalents a The Noun Phrase The noun phrase always consists of at least a noun which is its center or head and optional modifiers [5] Premodifier(s) + Head + Postmodifier(s) (1) The beautiful picture on the wall (2) Tất sách [27, p.68] b The Adjective Phrase The adjective phrase contains a head adjective and optional intensifier and complement in English Intensifier + Head + Complement (3) He is quite unaware of any wrongdoing [4, p.179] And in Vietnamese The adjective phrase consists of a head adjective and optional modifiers modifier(s) + Head + modifier(s) (4) Em trẻ [27, p.160] 2.2.1.2 Sentences Generally, sentences are used as a means of exchanging ideas in people’s communication.[24] How to make sentences follows certain grammatical rules of a particular language though Practically, countless of sentences are made based on limited patterns Sentences are classified in many different ways depending on different criteria Regarding to types of verbs, According to Gerald P Delahunty and James J Garvey (1994) there are patterns while 20 patterns are described in Oxford Advanced Learner’s Dictionary (2006) and patterns according to Quirk and Greenbaum (1976) This difference is up to different points of view of linguists Besides, sentences can be divided into simple, compound, complex and compound complex for their complexity or declaratives, interrogatives, imperatives and exclamations in forms of affirmative and negative in terms of their purpose of discourse [31] Commonly, in Vietnamese sentences are categorized into simple or complex based on the Subject – Predicate structure That a sentence is simple or complex based on the number of the subject-predicate structures as the skeleton The one consisting of one subject – predicate structure is called simple and any other consisting of more than one such structure is named complex.[25, p.90] (5) a Con cò lăn lội bờ sông b Ngày lúa chửa chia vè, [31, p.97] [31, p.97] Ngày lúa đỏ hoe cánh đồng (6) Vì trời mưa nên không đến [31, p.106] In sentences 5a and 5b there is only one subject-predicate structure so they are simple while sentence is a complex one for it contains two subjectpredicate structures In many cases, a sentence is simple though it contains more than one subject-predicate structure These are simple sentences contains complex parts These complex parts can be either basic sentence element like subject, predicate or other such as complement, object [31] (7)Nước chảy mạnh làm trôi cầu S P S P [31, p.101] 10 (8) [31, p.101] Cây mai hoa nở đẹp S S P P Chúng ta thi đua yêu nước S P S S [31, p.102] P P Sentences 7, 8, are all simple but their main parts are complex In sentence 7, the subject is made complex In sentence 8, the sentence part made complex is the predicate In sentence both subject and predicate are subject – predicate structures That is to say, not all sentences which contain more than one subject-predicate structure are complex A sentence is considered complex on condition that it has more than one subject-predicate structure and these structures must be the skeleton of the sentence Besides, we can identify complex sentences thanks to coordinators và, rồi, hay, hoặc, còn, mà…and subordinators vì, nếu, tuy, để… (10) Anh phòng bỏ trống [31, p.106] (11) Vì trời mưa không đến [31, p.106] 2.2.2 Collocations and Semantics Semantics is the study of the meaning of linguistic signs; words, expressions, and sentences [39] Collocations are, in fact, words combining into phrases and sentences Thus, they share all the features that semantics deals with such as semantic properties, sense, hyponym, synonym, antonym and semantic field 2.2.2.1 Semantic Properties or Semantic Features Accepting the fact that the meaning of an expression can be viewed as a combination of features, we can decompose the meaning of a word into what is called semantic features or properties Such features can be used to define 78 4.4 10 16 2.67% Group of Free Adjectives 25 4.17% Total 599 100% FEATURES OF ADVERTISING LANGUAGE AND THEIR EFFECTS ON THE WORD CHOICE AND THE FREQUENCY OF WORDS USED American Marketing Association (AMA) defines advertising as the impersonal communication of information usually persuasive in nature about products, services or ideas through the various media Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life Nevertheless, whatever the promotive strategies advertising takes, language is the main carrier of message all along Advertising takes many forms, but language is of crucial importance Advertising language is a style of immediate impact and rapid persuasion.[51] Advertising information is the principal content an advertisement wants to disseminate, so the information of advertising should be aimed at the certain target market and consumers, and should avoid aimlessness Adjectives are the most important words in the language of advertising especially compound ones are mainly used in advertising language as they carry most of the informative function [37] (123) …This formula leaves your skin velvety-smooth and is designed for everyday use [58] (124) …Nourishing Night Oil cho da tươi trẻ mềm mịn vào sáng hôm sau [58] This feature is clearly seen in advertisements of skincare products in Vietnamese rather than in English Though sixty-four English collocate 79 adjectives of “skin” including adjectives, compound adjectives and participle adjectives are found in the corpus, only ten of them are compound ones (about 13%) This number of Vietnamese collocate adjectives of “da” is much higher; that is thirty-two out of seventy-four (50%) Besides, the function of advertising is to provide information, attract consumer, exploit market, and promise the quality, comparative and superlative are often used to stress the high quality of the product [51] (125) …With ten light weight moisturizers enriched with anti-oxidants and minerals, it leaves skin healthier, softer and smoother [57] (126) Complex C Lotion đặc biệt hiệu việc làm giảm lượng dầu da, da trở nên mềm mại [68] According to American Marketing Manager’s Handbook, an effective advertisement should have four functions: AIDA, which represent four words; Attention, Interest, Desire, Action (1) Attention: a good advertisement should attract the consumer to direct their attention to the product of it (2) Interest: the introduction and publicity of an advertisement should arouse consumers’ great interest (3) Desire: the publicity of advertising should stimulate consumers’ desire to buy the product, and make them realize that this product is just what they want (4) Action: the advertising makes consumer to response to the advertising information and evokes them to take the action of purchasing [51] In order to achieve those four functions, apart from using comparative adjectives to arouse customers’ interest, the advertisers can’t help considering the cultural background of the target consumers or in this case, the viewpoint of the beauty of skin 80 Adjectives are not used accidentally but deliberately Why are some English adjectives used at a higher rate than others in advertisements of skincare products but their Vietnamese equivalents are not? Why are some Vietnamese adjectives used in advertising skincare products but their English equivalents are not? As being shown in the tables of frequency of the adjectives used in the English language, dry is put into use the most frequently to describe the bad condition and appearance of the skin that needs to be improved Besides, some other adjectives which are its hyponyms or synonyms dehydrated, thirsty, wind-dried are additionally used This can be explained that the target consumers of these products are the British and the North American for these advertisements are taken from newspapers, magazines and websites published in Britain or of the United States Normally, the weather in those places is cold and the skin easily becomes dry and not smooth This leads to the need of something to make the skin smoother and softer And smooth and soft skin is considered beautiful That is the reason why smooth and soft are the two adjectives which are used at the highest rate In much the same way, in Vietnam, it is often sunny As a result, skin is easily dried by the sunlight Undoubtedly, the adjective khô is frequently used in addition to its hyponyms and synonyms khô ráp, khô héo Moreover, the sunlight can also darken the skin thus sạm, sạm đen, nám appear to indicate the bad appearance of the skin The consequence of this is a large number of adjectives as well as adjective phrases containing the semantic feature of soft, smooth and fair are created and used mịn, mịn màng mềm mại, láng, láng mượt, mềm mại lụa, mềm, sáng mịn, căng mịn, mịn màng lụa mềm mượt, mềm mịn, láng mịn, sáng mịn, trắng, trắng hồng, trắng hồng tự nhiên, trắng tự nhiên, trắng mịn men sứ, trắng sáng, trắng mịn tuyết 81 In addition, to stimulate consumers’ desire to buy the product, the copywriter jointly uses adjectives sharing the same semantic feature to increase the persuasive gradability of the effect of the products on the users (127) This energizing scrub uses thick natural sugar crystals for soft yet intense exfoliation Because sugar crystals are natural, they gradually dissolve to avoid over-exfoliation Its botanical oil conditions skin, leaving it soft and silky [57] (128) Hãy cảm nhận vẻ đẹp quyến rũ da làm nhẹ nhàng với MAP, chiết xuất sữa chua tinh chất giữ ẩm giúp da láng mịn mềm mại [69] 82 CHAPTER CONCLUSIONS - IMPLICATIONS – LIMITATION – RECOMMENDATIONS 5.1 CONCLUSION In conclusion, advertising is of great importance in our consumer society It is a very interesting genre Most forms of the advertising use language as a basis means to achieve its purpose Therefore, how to use language accurately and sensibly plays a key role in making good advertisements which are considered to help keep busisness in business And this thesis is done to make a modest contribution to the use of collocations of “skin” and “da” in skincare product advertisements in both English and Vietnamese Generally, all the research questions have been basically answered by means of the theoretical background and the analysis of the data What are the syntactic and semantic features of collocations of “skin”, “da” and their adjectives and the equivalents used in advertising skincare products in English and Vietnamese? The explanation for the syntactic features emerged from the analysis and comment on the formation, the function and the position of the collocate adjectives in the collocations as well as the function of these collocations in sentences The semantic features of these collocations are discussed based on the sense relations of the collocate adjectives including semantic fields, synonyms, hyponyms and antonyms What are the similarities and differences of these collocations in English and Vietnamese? With regard to the syntactic features, the collocate adjectives can be either next to the base words “skin” and “da” as word pairs or distant from them as flexible collocations These flexible collocations in the two languages follow certain clause or sentence patterns in which the parts of speech of the 83 elements used are similar Besides, the findings reveal some semantic similarities as well Also, adjectives which share the same semantic features or hyponyms are jointly used with “skin” or “da” (1) Neutrogena Extra Gentle Cleanser adds back moisture every time you cleanse for soft, smooth skin [57] (2) Replutant loại kem lót giới với dưỡng chất collagen sẵn sàng giúp cho da rạng rỡ, tươi tắn [69] Nevertheless, some differences in the syntactic and semantic features exist in these collocations Syntactically, English and Vietnamese have different systems of grammar; thus, there are some features in this language which cannot be found in the other Within the study, those are relating to adjectives Adjectives in the Vietnamese language have the same functions as verbs in case they are direct predicates This leads to the omission of some copular verbs when translation is done from English into Vietnamese In addition, the number of Vietnamese adjectives used in comparative and superlative forms is less than that of the English ones The origin of the two languages brings about differences in the formation as well as the combination of words The English language experiences morphological changes The grammatical relationships are expressed by means of inflections while Vietnamese uses function words or word order Consequently, the majority of adjectives collocate with “da” are compounds and “reduplicative words” whereas there are more adjectives created by adding affixes including the participle adjectives to be found in these collocations of “skin” This, in turn, has effect on the ways of using words to express certain ideas In some cases, hardly any equivalents are found frazzled, thirsty, well-rested or the meaning of an adjective or a compound adjective in English is conveyed by a fixed expression in Vietnamese silky/ mềm mại lụa, velvety- smooth/ mịn đẹp nhung or vise versa Further more, the advertising language is aimed at 84 the target consumer so some adjectives or adjective phrases are used in Vietnamese but their English equivalents aren’t trắng, trắng hồng, trắng tự nhiên…This feature of advertising language not only affects the word choice but the frequency of the words used That results in the different distributions of different adjectives or the equivalents 5.2 IMPLICATIONS This thesis is done in the hope that some syntactic and semantic features of collocations of “skin”, “da” and their adjectives and the equivalents are revealed And the findings of the thesis will modestly contribute to the understanding of the language learners about the use of these collocations in advertisements of skincare products Besides, advertisers or translators whose jobs dealing with the translation or writing advertising messages for the advertisements of skincare products will possibly find it useful Although there exist approximately the same syntax structures, learners and translators should be careful with the sentence patterns in translating sentences from English into Vietnamese or vice verse in cases when Vietnamese adjectives are direct predicates For example, the sentence “Skin is softer and smoother Fine line, winkles and other signs of aging are visibly reduced.”[57] can be expressed in Vietnamese by the pattern “S + V + C” “Da trở nên mềm mượt hơn, Các nếp nhăn dấu hiệu lão hóa khác giảm hẵn” or the pattern “S + (V) + C (Adjective is a direct predicate)” “Da mềm mượt Các nếp nhăn dấu hiệu lão hóa khác giảm hẵn” Regarding inventing the advertising message, instead of jointly using many adjectives like in English advertisement, the advertisers should take advantage of compounding way of forming new compound adjectives to make the language natural Apparently, The sentence “Da trở nên mềm mịn căng mượt hệ thống cung cấp lưu giữ độ ẩm tối đa từ thành phần 85 thiên nhiên…” is more natural than “Da trở nên mềm, mịn, căng mượt hệ thống cung cấp lưu giữ độ ẩm tối đa từ thành phần thiên nhiên…” Similarly, instead of using one adjective again and again, the advertisers can create synonyms by means of “reduplicating” for example mịn/ mịn màng, mượt/ mượt mà Additionally, since no piece of language is free of collocations, and collocations between any noun and its adjectives will share some same basically syntactic and semantic features, language learners can possibly make use of the findings in this thesis in their learning and using collocations effectively The above implications can also be applied for different collocations of the same kind in other contexts Normally, word collocations are unpredictable; however, the research somehow reveals some possible prediction for forming collocations; if a root word can collocate with a certain noun then its derivatives can, too And any adjective formed by means of compounding or “reduplicating” possibly collocates with a particular noun once its primitive adjective does 5.3 LIMITATION The research into syntactic and semantic features of the collocations of “skin” and “da” was done and some findings on the similarities and differences in their using in English and Vietnamese as well as the frequency were written up in chapter However, there are some unsolved matters that should be considered for further researches 5.4 RECOMMENDATIONS Some following further researches into collocations in advertising in both languages should be carried out in order to have an overall look at the problem An investigation into the pragmatic features of collocations of ‘skin” and its adjectives 86 An investigation into the syntactic, semantic and pragmatic features of the verb and noun collocate with “skin” A study of the semantic features of collocations of skin, 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(293), No 31 (294), No 32 ( 295), No 35 (298), No (301), No (304), No ( 307), No 11 (310), No 12 (311), No 15 (314), No 16 (315), No 18 (317) [...]...11 the meanings of a word And the method involving the use of these properties is called “componential method”.[14] In componential analysis, lexemes that have a common range of meaning constitute a semantic domain Such a domain is characterized by the distinctive semantic features (components) that differentiate individual lexemes in the domain from one another, and also by features shared by... syntactic and semantic features of collocations of “skin”, “da” and their adjectives or the equivalents was carried out based on the collection, selection and analysis of advertisements of skincare products in both English and Vietnamese 3.1 METHODOLOGY OF STUDY To get a reliable and objective result, I was of the opinion to collect a wide variety of samples taken from different sources with the number of. .. cleansing action works without drying or stripping even the most delicate skin Skin feels soft and smooth, never dry or tight [59] (6) … silky soft skin that never feels greasy [59] (7) The sun causes photodamage, increasing melanin production and darkens your skin Dust and pollution, on the other hand, make your skin dull and uneven [57] On the contrary, those figuring the good condition or appearance of. .. deeply hydrating formula softens, while a blend of age erasers helps diminish the appearance of fine lines Formulated with white tea, aloe and shear butter calms and de-stresses the skin in minutes [60] (23) An ultra-light cleansing cream to melt away makeup and impurities with a unique cleansing action Tissue off or rinse to reveal soft, smooth, de-stressed skin [60] 4.1.1.2 Adjectives and the Equivalents... and easily and looks fresh all day [57] (38) …The unique firming and anti-winkle effect makes the skin plumper and smoother [54] Table 4.10 English Clause Patterns and Flexible Collocations of “skin” in Sentences Collocations Clause types 2 Skin Clause type 5 S+V+C S+V+O+C 50 85 Corpus 135 4.1.3 Vietnamese Collocations of “da” and their Functions in Sentences In Vietnamese, it is more confusing to tell... skin feels clean, invigorated and refreshed [55] (36) With daily protection from Neutrogena, your skin becomes fairer smoother and healthier [57] Clause pattern 5: S + V + O + C (37) … It’s made with age-defying humectants and collagen and takes care of all skin’s little problems–the appearance of pores, dryness, dullness and fine 35 lines It leaves skin soft and smooth so make-up glides on evenly and. .. communication of advertising is analysed from the psychology of the consumers, advertising language has the following typical characteristics Language of advertising is obviously purposeful and practical It is not merely for giving information but exerting a deliberate influence on the consumer Advertising is to achieve a certain commercial or economic target On account of its deliberate influence, language of. .. skins [60] Especially, there are five other ones being used only in comparative form No cases of absolute or superlative forms of these four adjectives are discovered in the corpus Such adjectives are plumper, older, finer and better, newer (15) …Thanks to a unique firming and anti-wrinkle effect that fortifies skin-making the skin plumper and smoother [55] (16) It brings radiant beauty with fairer and. .. skincare product advertisements in English and the same number of that in Vietnamese 3.2 RESEARCH DESIGN Descriptive, qualitative and quantitative approaches were adopted in this study Samples were collected, selected and categorized into groups for the analysis of syntactic features and semantic features Books for reference and other materials were collected from different sources Listing, selecting,... types of Quirk and Greenbaun, adjectives which are predicative are found in type 2 and 5 containing link verbs and complex transitive verbs Therefore, these two clause patterns are also employed in the advertisements where the collocations of “skin + adjective” are seen Clause pattern 2: S + V+ C (34) Deeply cleansed and purified, your skin is healthy and radiant [55] (35) Formulated with papaya and pineapple ... understanding and using collocations of the learners 3 1.3 PURPOSES OF THE STUDY The study is to find out the syntactic and semantic features of collocations used in advertising skincare products in. .. newspapers, magazines, the Internet etc…both in English and Vietnamese and is limited in analyzing and discussing the syntactic and semantic features of these collocations 1.7 DEFINITIONS OF TERMS 1.7.1... the one in which the methods of collecting, analyzing data and describing data are presented Chapter focuses on analyzing and discussing the syntactic and semantic features of collocations of the