A study on lexical and syntactic features of cosmetic product advertisements in english and their vietnamese equivalents

MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNVERSITY LÊ THỊ TÂM A STUDY ON LEXICAL AND SYNTACTIC FEATURES OF COSMETIC PRODUCT ADVERTISEMENTS IN ENGLISH AND THEIR VIETNAMESE EQUIVALENTS (NGHIÊN CỨU ĐẶC ĐIỂM TỪ VỰNG VÀ CÚ PHÁP CỦA QUẢNG CÁO MỸ PHẨM TRONG TIẾNG ANH VÀ CÁC TƯƠNG ĐƯƠNG TIẾNG VIỆT) M.A THESIS Field: English Language Code: 60220201 Hanoi, 2015 MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNVERSITY LÊ THỊ TÂM A STUDY ON LEXICAL AND SYNTACTIC FEATURES OF COSMETIC PRODUCT ADVERTISEMENTS IN ENGLISH AND THEIR VIETNAMESE EQUIVALENTS (NGHIÊN CỨU ĐẶC ĐIỂM TỪ VỰNG VÀ CÚ PHÁP CỦA QUẢNG CÁO MỸ PHẨM TRONG TIẾNG ANH VÀ CÁC TƯƠNG ĐƯƠNG TIẾNG VIỆT) M.A THESIS Field: English Language Code: 60220201 Supervisor: Nguyễn Thị Vân Đông, Ph.D Hanoi, 2015 CERTIFICATE OF ORIGINALITY I, the undersigned, hereby certify my authority of the study project report entitled a study on lexical and syntactic features of cosmetic product advertisements in English and their Vietnamese equivalents submitted in partial fulfillment of the requirements for the degree of Master in English Language Except where the reference is indicated, no other person’s work has been used without due acknowledgement in the text of the thesis Hanoi, 2015 Le Thi Tam Approved by SUPERVISOR (Signature and full name) Date: …………………… i ACKNOWLEDGEMENTS This thesis could not have been completed without the help and support from a number of people First and foremost, I would like to express my sincere gratitude to Ms Nguyễn Thị Vân Đông, my supervisor, who has patiently and constantly supported me through the stages of the study, and whose stimulating ideas, expertise, and suggestions have inspired me greatly through my growth as an academic researcher A special word of thanks goes to my friends and many others, without whose support and encouragement it would have been impossible for me to have this thesis accomplished Last but not least, I am greatly indebted to my family for the sacrifice they have devoted to the fulfillment of this academic work ii ABSTRACT This study aims at conducting a study of advertisements for cosmetic products in English and their Vietnamese equivalents The data for analysis in this thesis are 130 samples of advertisements for cosmetic products (100 in English and 30 in Vietnamese) collected from many different sources such as magazines, television, catalogs and websites of companies manufacturing cosmetic products in the United States, United Kingdom and in Vietnam The study is carried out based on the theories of lexis, syntax and a combination of a variety of methods such as descriptive, comparative, contrastive, analytic and inductive The study focuses on analyzing some typical linguistic features in order to point out the equivalents between advertisements for cosmetic products in English and Vietnamese in terms of their lexical features and syntactic features The findings of this study are clearly presented based on a survey of 100 English advertisements for cosmetic products and 30 Vietnamese advertisements for cosmetic products Hopefully, the results of the study will really provide some practical applications for using English This study may also be useful for those who are interested in advertisement, especially advertisements for cosmetic products iii LIST OF ABBREVIATIONS CpAE: Cosmetic product advertisements in English CpAV: Cosmetic product advertisements in Vietnamese iv LIST OF TABLES Table 4.1 Verbs in English and Vietnamese advertisements for 44 cosmetic products Table 4.2 Personal Pronouns in English and Vietnamese 50 advertisements for cosmetic products Table 4.3 Adjectives in English and Vietnamese advertisements for 56 cosmetic products Table 4.4 Ellipsis in English and Vietnamese advertisements for 67 cosmetic products Table 4.5 Imperative Sentences in English and Vietnamese 72 advertisements for cosmetic products v LIST OF FIGURES Figure 1: The distribution of lexical features in CpAE and CpAV 57 Figure 2: The distribution of syntactic features in CpAE and CpAV 73 vi TABLE OF CONTENTS Certificate of originality Acknowledgements Abstract List of abbreviations List of tables List of figures Chapter 1: INTRODUCTION 1.1 Rationale for the study 1.2 Aims of the study 1.3 Objectives of the study 1.4 Scope of the study 1.5 Significance of the study 1.6 Structural organization of the thesis Chapter 2: LITERATURE REVIEW 2.1 Review of previous studies 2.2 Review of theoretical background 2.2.1 Theoretical framework 2.2.1.1 Lexis/ Lexicon 2.2.1.2 Syntax 2.2.1.3 General View of Advertising 2.2.2 Theoretical background 2.2.2.1 Definition of Cosmetic advertisement 2.2.2.2 Feature of Cosmetic advertisement 2.2.2.3 The Persuasion Techniques of Beauty Product Advertisement 2.3 Summary Chapter 3: METHODOLOGY 3.1 Research-governing orientations 3.1.1 Research questions 3.1.2 Research approaches 3.1.3 Description of samples 3.2 Research methods 3.2.1 Major methods vs supporting methods 3.2.2 Data collection techniques 3.2.3 Data analysis techniques 3.3 Summary Chapter 4: FINDINGS AND DISCUSSION 4.1 Lexical features of English advertisements for cosmetic products and their Vietnamese equivalents 4.1.1 Lexical features 4.1.1.1 Using verbs i ii iii iv v vi 1 3 4 7 9 15 20 24 24 25 28 29 30 30 30 30 30 31 31 32 33 35 36 36 36 36 4.1.1.2 Using personal pronouns 4.1.1.3 Using adjectives 4.1.2 Similarities 4.1.3 Differences 4.2 Syntactic features of English advertisements for cosmetic products and their Vietnamese equivalents 4.2.1 Syntactic features 4.2.1.1 Using simple Sentences 4.2.1.2 Using ellipsis in declarative Sentences 4.2.1.3 Using imperative Sentences 4.2.2 Similarities 4.2.3 Differences 4.3 Possible implications for teaching and learning English for students majoring in advertising and marketing in Academy of Journalism and Communication Chapter 5: CONCLUSION 5.1 Concluding remarks 5.2 Limitations of the research 5.3 Suggestions for further research REFERENCES 44 50 56 57 57 57 58 60 67 72 72 73 76 76 77 78 79 help them clearly understand and distinctively distinguish English and Vietnamese these linguistic features when they study them From the findings of this thesis in terms of the lexical features and syntactic features, teachers can master the special features of this discourse type in order to convey to their students effectively Besides, thanks to this knowledge, teachers in charge of the writing skill can help students know how to effectively write advertisements in general and advertisements for cosmetic products in particular And, through the features of advertisements for cosmetic products in each language, teachers can show their students prominent linguistic peculiarities in English or Vietnamese in order for them to have a good insight into the language they are involved in Secondly, the finding of the study may be the necessity for students majoring in advertising and marketing in Academy of Journalism and Communication It not only helps them to appreciate the beauty of advertising language, but also offers a good insight to get involved in linguistic features of cosmetic product advertisements and the equivalents in the two languages Learners can have a view about lexical and syntactic features in many different angles In fact, there have been quite lots of researches on the language of advertising in general, but the studies on cosmetic product advertising language are still very few Therefore, this research hopefully will have some help for students majoring in advertising and marketing when they conduct a piece of scientific research on the advertising language related to cosmetic product Besides, the study can give learners the way how to understand a cosmetic product advertisement and the strategies or techniques in writing a cosmetic product advertisement in English and Vietnamese Moreover, mastering some linguistic features such as lexical features and syntactic features for cosmetic products, students will be more aware of the fact that learning a language means not 74 only learning its vocabulary and a system of grammar but also how it is used in real life Especially, for students majoring in advertising and marketing, the study can provide a good knowledge of linguistic features, advertising and cosmetic product advertisements which help them have a sound background and good methods to write an effective and persuasive advertisement for cosmetic product They will know how lexical choices works, how syntactic structures used and in what way advertisement affects the customers’ attitude to attract a large number of customers all over the world They can also benefit from the understanding of distinctive features of each language in advertising so that they can write a suitable cosmetic product advertisement which fully matches the customers’ value in each country As a whole, the research will enable them to write a cosmetic product advertisement, manifesting completely the culture of their business Using standard words and structures in cosmetic product advertisements aims to arouse and persuade customers to buy what is advertised because they are sweet to the ear, and pleasing both the eyes and mind 75 Chapter 5: CONCLUSION 5.1 Concluding remarks “A study on lexical and syntactic features of cosmetic product advertisements in English and their Vietnamese equivalents” is a study of how advertisements for cosmetic products in English and their Vietnamese equivalents are presented and what equivalent language features are used in these advertisements In order to achieve this aim, I have set up major goals for the thesis: investigate and find out the equivalents between English advertisements for cosmetic products and Vietnamese advertisements for cosmetic products in terms of the lexical features and syntactic features From the analysis of 100 English advertisements for cosmetic products and 30 Vietnamese advertisements for cosmetic products, I have come to the following findings: In terms of the lexical features, in English advertisements for cosmetic products and Vietnamese advertisements for cosmetic products have many equivalents Firstly, there are many verbs in English advertisements for cosmetic products and Vietnamese advertisements for cosmetic products They are often monosyllable verbs which make cosmetic advertisement simple and easy to understand Especially, the word “buy” is rarely used because of some unpleasant connotations (money and the parting with it) Many verbs denote benefits of products in English advertisements for cosmetic products and Vietnamese advertisements for cosmetic products These verbs represent tokens of love in diverse ways: care, protection, help and treatment Secondly, the use of personal pronouns in English advertisements for cosmetic products and Vietnamese advertisements for cosmetic products is more popular than the use of the others The noticeable point is that the rate of personal pronouns found in 76 Vietnamese advertisements for cosmetic products is far fewer than that in English advertisements for cosmetic products (8.7% in Vietnamese advertisements for cosmetic products versus 14.6% in English advertisements for cosmetic products) Lastly, adjectives are used in three forms namely base-form adjectives, comparative adjectives and superlative adjectives These adjectives play an important role in making advertisements for cosmetic products more successful because they focus on the description of quality, characteristics and benefits of the product and its ingredients This gives orientation to the customers in making a good choice for themselves With regard to the syntactic features, this thesis deals with the distinctive ones as follows: simple sentences, ellipsis in declarative sentence and imperative sentences There is a great similarity in both English advertisements for cosmetic products and Vietnamese advertisements for cosmetic products Advertisers have a strong tendency that ellipsis in declarative sentences is preferred to use (34.8% in English advertisements for cosmetic products and 37.5% in Vietnamese advertisements for cosmetic products) Together with ellipsis in declarative sentences, simple sentences and imperative sentences show the tendency of using syntax that are simple but impressive to readers In both languages, simple sentences are used to talk about benefits, useful characteristics, actions of products 5.2 Limitations of the research Due to the shortage of time, reference material as well as limited linguistic knowledge, the study has got certain restrictions Linguistic feature is a broad field including many subfields However, the study only focus on some linguistic features in terms of lexical features and syntactic features, so it has not reached the expected depth as it should 77 5.3 Suggestions for further research This thesis is an attempt to make a detailed analysis of the linguistic features of English advertisements for cosmetic products and Vietnamese advertisements for cosmetic products in terms of lexical features and syntactic features In addition, the researcher’s effort has been made to find out the equivalents between two languages However, within the limitation of time as well as reference materials, a full investigation cannot be done such as about pragmatic features, phonological features, lexical cohesion, metaphor and metonymy For the sake of making further investigation into the field of cosmetic products, I would like to offer some suggestions for further research: A study of pragmatic features of cosmetic products advertisements in English and Vietnamese An investigation into metaphor and metonymy in advertisements for cosmetic products on television in English and Vietnamese 78 REFERENCES ENGLISH Arens, W.F (1982), Contemporary Advertising, Boston: Mc Graw-Hill Bolen, H.W (1984), Advertising, New York: John wiley and Sons Clark, U (1996), Investigating English Language, Stanley Thornes (Publishers) Ltd, England Cook, G (1992), Discourse of Advertising, Routledge, London Cowan, R (2008), The Teacher's Grammar of English with Answers: A Course Book and Reference Guide Cambridge University Press Delin, J (2000), The Language of Everyday Life, Sage Publications Fairclough, N (1989), Language and Power United Kingdom: Longman Goddard, A (1998), The Language of Advertising-Written Texts, Routledge Taylor & Francis group, London and New York Halliday, M.A.K (1985), Introduction to Functional Grammar, London: Edward Arnold 10 Harris, R & Seldon, A (1962), Advertising and the Public, London: Longman 11 Jeffries, L (2006) Discovering language: the structure of modern English New York, USA: Palgrave Macmillan 12 Kilbourne, J (2000), Can't buy my love: how advertising changes the way we think and feel, New York: Simon & Schuster 13 Leech, G (1966), English in Advertising, London, Longman 14 Lund, J.V (1947), Newspaper Advertising, NewYork: Prentice- Hall 15 Myers, G (1994), Words In Ads, Green Gate Publishing Services, UK 16 Myers, G (1997), Words in Ads London: Hodder Arnold 17 Quirk, R et all (1985), A Comprehensive Grammar of The English Language, London: Longman 79 18 Scrivener, J (2005), Learning Teaching: A Guidebook for English Language Teachers, Oxford, Inglaterra: MacMillan, second edition 19 Schrank, J (2012), The Language of Advertising Claims, Retrieved july 27, 2015, from http://home.olemiss.edu/~egjbp/comp/ad-claims.html 20 Stott, R and Chapman, P (eds) (2001), Grammar and Writing, Harlow: Longman 21 Thorne, S (2008), Mastering Advanced English Language, Palgrave Macmillan, second edition 22 Ton Nu My Nhat (2005), A Discourse Analysis of Travel Advertisements in English and Vietnamese, Doctoral Dissertation, Vietnam National University, Hanoi 23 Wells, W & Burnett, J & Moriarty, S (1989), Advertising: Principles & Practice, New Jersey: Prentice-Hall VIETNAMESE 24 Bùi Diêm Hạnh (2013), Cấu trúc, ngữ nghĩa ngữ dụng câu quản cáo tiếng việt : đối chiếu với câu quảng cáo tiếng anh, Luận án tiến sĩ, Học viện khoa học xã hội 25 Diệp Quang Ban (1996), Ngữ pháp tiếng Việt, NXB Giáo Dục 26 Diệp Quang Ban (2006), Ngữ pháp tiếng Việt, Tập 2, NXB Giáo Dục 27 Diệp Quang Ban, Nguyễn Thị Thuận (2000), “Lại bàn câu bị động tiếng Việt”, Ngôn ngữ số 7, trang 36-37 28 Đỗ Việt Hùng (2002), Sổ tay kiến thức tiếng Việt trung học phổ thông, NXB Giáo dục, Đà Nẵng 29 Hoàng Trọng Phiến (1980), Ngữ pháp tiếng Việt-Câu, NXB Đại học Trung học chuyên nghiệp, Hà Nội 30 Mai Xuân Huy (2001), Các đặc điểm ngôn ngữ quảng cáo ánh sáng lý thuyết giao tiếp (cấu trúc ngữ nghĩa-ngữ dụng diễn ngôn quảng cáo), Luận án tiến sĩ, Viện ngôn ngữ học 31 Trần Thị Thu Hiền (2013), Tìm hiểu đặc trưng phong cách ngôn ngữ quảng cáo tiếng việt (trong so sánh với tiếng anh), Luận án tiến sĩ, Học viện khoa học xã hội 80 THE INTERNET 32.http://yourbusiness.azcentral.com/persuasion-techniques-beauty-productadvertising-25613.html 33 http://en.wikipedia.org/wiki/English_grammar 34 http://en.wikipedia.org/wiki/Lexicon 35 http://en.wikipedia.org/wiki/Morpheme 36 http://en.wikipedia.org/wiki/Syntax 37 http://en.wikipedia.org/wiki/Word 38 http://grammar.about.com/od/il/g/lexisterm.htm 81 SOURCES OF EXAMPLES OF ENGLISH ADVERTISEMENTS FOR COSMETIC PRODUCTS AND VIETNAMESE ADVERTISEMENTS FOR COSMETIC PRODUCTS Examples (4.1) (4.2) (4.3) (4.4) (4.5) (4.6) (4.9) (4.10) (4.12) (4.13) (4.14) (4.17) (4.18) (4.19) (4.22) (4.23) (4.24) (4.27) (4.28) (4.29) (4.32) (4.33) (4.34) Resources from website: http://www.clinique.com/product/1680/34027/SkinCare/Dullness/Daily-Renewal/Turnaround-Revitalizing-Serum from website: http://www.aloeveraproducts.com/cart_d16_Aloe_Freshener_Toner.htm from website: http://rayalab.com/Product_Discriptions/517_Brightening_Serum.html from television (liquid body lufra tip by nu skin Americas): https://www.youtube.com/watch?v=2-tqjvbp6w4 from website: http://www.aloeveraproducts.com/cart_d3_Aloe_Vera_Juice_Orange_M ango.html from magazine: All You (Jun.2015, page 88) from website: http://www.aloeveraproducts.com/cart_d10_Aloe_Shield.html from magazine: Sunday Mail (Jun.2015, page 10) from catalog: MyChelle dermaceuticals catalog 2014, page from website: http://www.aveda.com/product/5336/16543/Makeup/Lips/LipSaver/index.tmpl from magazine: Girls Life (Apr 2014, page 22) from catalog: MyChell dermaceuticals catalog 2014, page from website: http://rayaspa.com/alpha-hy-droxy-G207.html from magazine: Ala – Moana, Oct 2012, page 62 from website: http://www.merlenorman.com/webforms/Product.aspx?257 from magazine: All about Soap (Apr 2013, page 58 from magazine: Vegetarian living (Jan 2013, page 34 from website: https://www.nuskin.com/content/nuskin/en_US/products/shop/ns_catego ries/epoch0/body/01110835.html from magazine: NOW Magazine (Feb 2015, 38) from website: http://www.aloeveraproducts.com/cart_d18_Aloe_Lift_Powder.html from catalog: TimeWise® skin care, page from website: http://www.mychelle.com/Remarkable-Retinal-Serum1oz#.VjMgvJD0GVV from website: 82 (4.36) (4.37) (4.38) (4.41) (4.42) (4.43) (4.44) (4.45) (4.47) (4.48) (4.49) (4.50) (4.51) (4.54) (4.55) (4.56) (4.58) (4.59) (4.60) (4.63) (4.64) http://www.aloeveraproducts.com/cart_d5_Aloe_Vera_Gelly.html from television (Aveda Smooth Infusion™ Naturally Straight by Aveda): https://www.youtube.com/watch?v=05gK4kjshzU from website: https://www.nuskin.com/content/nuskin/en_US/products/shop/ns_catego ries/cosmetics/lips/lipstick/01160103.html from website: https://www.nuskin.com/en_US/products/nuskin/body_care/moisturizers/ 01110329.html from magazine: Allure Magazine (Jan, 2012, page 10) from catalog: MyChelle dermaceuticals catalog 2014, page from website: http://www.aveda.com/product/5249/17037/Collections/ShampureTM/S hampure-Shampoo/index.tmpl from catalog: MyChelle dermaceuticals catalog 2014, page 24 from website: http://www.mychelleuk.com/shop/all-skin-types/peptideanti-wrinkle-serum.html from website: http://www.mychelleuk.com/shop/all-skin-types/peptideanti-wrinkle-serum.html from website: http://www.aloeveraproducts.com/cart_d11_Aloe_Creme.html from website: http://www.merlenorman.com/WebForms/Product.aspx?295 from website: http://www.aloeveraproducts.com/cart_d23_Aloe_Shower_Gel.html from website: http://www.brexabodyessentials.com/index.php?route=product/product& manufacturer_id=11&product_id=61 from website: http://rayaspa.com/toners-705.html from website: https://www.nuskin.com/content/nuskin/en_CA/products/shop/shop_all/b ody_care/exfoliants/02102717.html from website: http://www.mychelle.com/Tropical-Skin-Smoother-12oz#.VjMi75D0GVU from television (Merle Norman Cosmetics - Wicked Lash Mascara TV Commercial by Merle Norman: https://www.youtube.com/watch?v=pw1eDh-uIr4) from website: https://www.nuskin.com/content/nuskin/en_CA/products/shop/shop_all/b ody_care/exfoliants/02102717.html) from website: http://www.marykay.com/en-US/Mary-Kay-FacialHighlighting-Pen/Shade-1/110501.partId from website: http://rayaspa.com/alpha-hy-droxy-G334.html from television (Merle Norman Cosmetics - Pink Grapefruit Sugar Scrub & Body Butter by Merle Norman): 83 (4.65) (4.66) (4.68) (4.69) (4.70) (4.71) (4.72) (4.74) (4.75) (4.76) (4.77) (4.80) (4.81) (4.82) (4.83) (4.84) (4.85) (4.86) (4.87) (4.88) (4.89) https://www.youtube.com/watch?v=l8C_h-yTZI0 from catalog: The Look – special Holliday edition, page 23 from website: http://www.clinique.com/product/1680/34027/SkinCare/Dullness/Daily-Renewal/Turnaround-Revitalizing-Serum from website: http://www.rayadayspa.com/product-p/109.htm from website: http://www.aloeveraproducts.com/cart_d21_Aloe_Shampoo.html from television (Aveda Smooth Infusion™ Naturally Straight by Aveda: https://www.youtube.com/watch?v=05gK4kjshzU from website: http://rayaspa.com/alpha-hy-droxy-G712.html from catalog: The Mail Online Magazine, page 15 from website: http://www.aloeveraproducts.com/cart_d18_Aloe_Lift_Powder.html from website: http://www.marykay.com/en-US/Best-Sellers/Satin-LipsLip-Balm/180302.partId?eCatId=4294967188 from television (Merle Norman Cosmetics - Wrinkle Smoother System – 15 by Merle Norman): https://www.youtube.com/watch?v=jAtFPa0vOBM from website: http://rayalab.com/Product_Discriptions/R-114_SilkyCleanser.html from website: http://www.mychelle.com/Tropical-Skin-Smoother-12oz#.VjMkQ5D0GVU from website: http://www.aveda.com/product/5218/36157/Collections/BeCurlyTM/Be-Curly-Co-Wash/index.tmpl from website: http://www.brexabodyessentials.com/index.php?route=product/product& product_id=61 from website: http://rayalab.com/Product_Discriptions/R-114_SilkyCleanser.html from website: https://www.nuskin.com/en_US/products/nuskin/body_care/moisturizers/ 01110329.html from website: http://www.aveda.com/product/5218/36158/Collections/BeCurlyTM/NEW-Be-Curly-Intensive-Detangling-Masque/index.tmpl from website: http://www.maccosmetics.com/product/13849/301/Products/Makeup/Fac e/Powder/Blot-Powder-Pressed from website: http://www.mychelle.com/Honeydew-CleanserUnscented-2-1-oz#.VjMeZ5D0GVU from catalog: The Look – special Holliday edition, page 21 from website: http://www.merlenorman.com/WebForms/Product.aspx?257 84 (4.92) (4.93) (4.94) (4.95) (4.96) (4.97) (4.98) (4.99) (4.100) (4.101) (4.102) (4.103) (4.104) (4.105) (4.106) (4.108) (4.109) (4.111) (4.112) from television (Merle Norman Cosmetics - Gentle Solutions Moisturizer by Merle Norman: https://www.youtube.com/watch?v=Y7TcJlRQjGQ from television (Aveda Botanical Kinetics™ Skin Care Inspiration by Aveda): https://www.youtube.com/watch?v=0mWDiqlamVg from website: http://www.brexabodyessentials.com/index.php?route=product/product& path=59_64&product_id=80 from website: http://www.aloeveraproducts.com/cart_d18_Aloe_Lift_Powder.html from website: http://www.clinique.com/product/1673/6424/SkinCare/Cleansers-Makeup-Removers/Take-The-Day-Off-Cleansing-Balm from website: http://www.merlenorman.com/WebForms/Product.aspx?53 from television (Mary Kay Facial Highlighting Pen by Mary Kay): https://www.youtube.com/watch?v=BGgpCzdGfw4 from website: http://www.aveda.com/product/8930/35656/Collections/stressfixTM/stress-fix-composition-oil/index.tmpl from television (Merle Norman Cosmetics - Wrinkle Smoother System – 15 by Merle Norman): https://www.youtube.com/watch?v=jAtFPa0vOBM from website: http://www.merlenorman.com/webforms/Product.aspx?53 from website: http://www.brexabodyessentials.com/index.php?route=product/product& filter_name=bad&filter_description=true&product_id=53 from website: http://rayalab.com/Product_Discriptions/105_EyeMakeup-Remover.html from website: http://www.marykay.com/en-US/Body-Sun/ProductType/Lotion-/-Cream/Mary-Kay-Extra-Emollient-NightCream/100407.partId?eCatId=10713 from website: http://www.aveda.com/product/5303/17245/HairCare/Treatment/Scalp-Remedy-Dandruff-Solution/index.tmpl from website: http://rayalab.com/Product_Discriptions/109_EnzymePeeling-Cream.html from website: http://www.aveda.com/product/5335/17071/Makeup/Face/Inner-LightConcealer/index.tmpl from website: http://www.brexabodyessentials.com/index.php?route=product/product& filter_name=discontinue&filter_description=true&product_id=57 from website: http://www.clinique.com/products/4034/Skin-Care/Serums from website: http://www.marykay.com/en-US/Body-Sun/ProductType/Lotion-/-Cream/Mary-Kay-Extra-Emollient-NightCream/100407.partId?eCatId=10713 85 (4.114) (4.115) (4.116) (4.117) (4.118) (4.119) (4.120) (4.121) (4.122) (4.127) (4.128) (4.129) (4.130) (4.7) (4.8) (4.11) (4.15) (4.16) (4.20) from website: http://www.clinique.com/product/1661/5861/Sun/SunProtection/City-Block-Sheer-Oil-Free-Daily-Face-Protector-BroadSpectrum-SPF-25 from website: http://www.aveda.com/product/7527/16410/Collections/handrelief/hand-relief-moisturizing-creme/index.tmpl from website: http://www.clinique.com/product/1674/37233/SkinCare/De-Aging/Repairwear-Laser-Focus-Smooths-Restores-Corrects from website: http://www.aloeveraproducts.com/cart_d21_Aloe_Shampoo.html from website: http://www.marykay.com/en-US/Body-Sun/ProductType/Lotion-/-Cream/Mary-Kay-Extra-Emollient-NightCream/100407.partId?eCatId=10713 from website: http://www.aloeveraproducts.com/cart_d20_Aloe_Lift_Activator.html from website: http://www.aloeveraproducts.com/cart_d8_Aloe_Moisturizing_Lotion.ht ml from website: http://www.aloeveraproducts.com/cart_d11_Aloe_Creme.html from website: http://www.aloeveraproducts.com/cart_d24_Tea_Tree_Oil.html from website: http://www.maccosmetics.co.uk/product/shaded/793/32739/Products/Mu lti-Use/Cream-Colour-Base-Pro-Palette/index.tmpl from website: http://rayalab.com/Product_Discriptions/104_GentleCleansing-Gel.html from website: http://www.aloeveraproducts.com/cart_d7_Aloe_Heat_Lotion.html from website: http://www.maccosmetics.com/product/13840/22392/Products/Makeup/ Eyes/Shadow/Pressed-Pigment from catalog: Bạch Liên Cosmetic - Trở lại với thiên nhiên, page from magazine: Tiếp Thị Gia Đình, TT&GĐ 21-15, page 23 from website: http://www.myhao.vn/san-pham-cham-soc-da/xa-bong-diet-khuan/produ ct.html?id=177 from website: http://www.myhao.vn/san-pham/san-pham-cham-soc-ca-nhan/dau-goi/pr oduct.html?id=148 from website: http://www.myphamfob.com/san-pham/ex-white-kem-tay-te-bao-chet/ from website: http://www.myhao.vn/san-pham-cham-soc-da/xa-bong-diet-khuan/produ ct.html?id=177 86 (4.21) (4.25) (4.26) (4.30) (4.31) (4.39) (4.40) (4.46) (4.52) (4.53) (4.57) (4.61) (4.62) (4.67) (4.73) (4.78) (4.79) (4.90) (4.91) (4.107) (4.110) (4.113) from magazine: Mẹ & Con, MẸ&CON; 168-14, page 30 from magazine: Tiếp Thị Gia Đình, TT&GĐ 39-14, page 40 from website: http://daiviethuong.com.vn/san-pham-noi-dia/cham-socda/sua-tam-trang-lam-sang-da/sua-tam-trang-tinh-chat-hoa-hong.html from website: http://www.myphamfob.com/san-pham/ex-white-kem-tay-te-bao-chet/ from television (Quảng cáo kem nghệ thái dương, kem nghệ Thái Dương TVC by QUẢNG CÁO VTV): https://www.youtube.com/watch?v=fFbtYG_ImfU from website: http://thorakaovn.com/san-pham/detail/29-sua-tam-ong-250ml.html from television (TVC mỹ phẩm Eliza - Bạch Liên Full HD - Quỳnh Anh Shyn by PHIM QUẢNG CÁO TVC – VIETSTARMAX): https://www.youtube.com/watch?v=tMpqYCFmTmg from website: http://lanacosmetics.com/products/body-care/kem-chong-nut-ne-da-chanfootgel.html from website: http://lanacosmetics.com/duong-chat-trang-da-mo-vet-nam-va-tan-nhang html from magazine: Cẩm nang mua sắm, số 295, 22-11-2012, page 30 from television (Quảng cáo hướng dẫn sử dụng mĩ phẩm tây thi 2014 by QUẢNG CÁO VTV: https://www.youtube.com/watch?v=iCVlibD3pNY from website: http://www.thaiduong.com.vn/shop/bup-ngoc-tuyp-20gchi-tiet from website: http://www.thaiduong.com.vn/shop/dau-duong-toc-thai-duong-30ml-chitiet from website: http://lanacosmetics.com/products/hair-care/keo-xit-toc-helio-150ml.htm l from catalog: Bạch Liên Cosmetic - Trở lại với thiên nhiên, page 10 from catalog: Bạch Liên Cosmetic - Trở lại với thiên nhiên, page from magazine: Tư vấn tiêu dùng, số 22, 20-11-2012, page 14 from magazine: Thế Giới Văn Hóa, TGVH 32-15, page 21 from website: http://daiviethuong.com.vn/san-pham-noi-dia/cham-socda/kem-duong-da-1/kem-duong-da-2.html from television (Dưỡng trắng đẹp da Colagen Tây Thi by QUẢNG CÁO VTV): https://www.youtube.com/watch?v=5YGF1YktHrQ from website: http://thaiduong.com.vn/shop/kem-tay-long-luu-ly-chi-tiet from website: http://thorakaovn.com/san-pham/detail/35-kem-duong-da-gac-3g.html 87 (4.125) (4.126) from website: http://lanacosmetics.com/products/body-care/kem-chong-nut-ne-da-chanfootgel.html from website: http://thorakaovn.com/san-pham/detail/52-dau-goi-hoa-buoi-500ml.html 88 [...]... significance It is hoped that the research will make a contribution to the understanding of the linguistic features of cosmetic product advertisements in English and their Vietnamese equivalents The results of the study will help students majoring in advertising and marketing in Academy of 4 Journalism and Communication have a useful knowledge of using advertising language as well as language used in advertisements. .. majoring in advertising and marketing in Academy of Journalism and Communication 1.4 Scope of the study All the advertisements investigated in this study are taken from many different famous cosmetic brands which are very popular in the market The research is restricted to some linguistic features such as lexical and syntactic features of written English advertisements for cosmetic products and their Vietnamese. .. on lexical and syntactic features of cosmetic product advertisements in English and their Vietnamese equivalents I hope that the study will provide some useful knowledge of advertising language in the field of cosmetic products for using English of Vietnamese teachers and learners of English in as well as for those who are interested in advertising, especially advertising of cosmetic products 1.2 Aims... the author achieve the best results in the study Chapter 4, FINDINGS AND DISCUSSIONS, is the most important part in the study, discusses the findings concerning the lexical and syntactic 5 features of cosmetic product advertisements in English and their Vietnamese equivalents and mentions the possible implications for using and practicing English The last chapter is Chapter 5, the conclusion of the study; ... the interaction between advertising messages and their surroundings are discussed and show their influence on the effectiveness of the advertising Besides, some Vietnamese linguists approached advertising and advertising language and examined the related issue in a number of studies Ton Nu My Nhat (22) provided a description of lexicon-grammatical features in travel advertisements in the light of Halliday’s... 1.2 Aims of the study The aim of the research is to carry out a study of English advertisements for cosmetic products in order to find out the features in terms of the lexis and syntax as well as discover the equivalents in Vietnamese This study is expected to help students majoring in advertising and marketing in Academy of Journalism and Communication grasp the linguistic features of English advertisements. .. cosmetic product advertisements and other advertisements Since then, the study towards an overview about common features and distinctions (in terms of lexical and syntactic features) of cosmetic product advertisements compared to other advertisements Such points of views can enrich the theories about advertising and contribute more theoretical bases for the theory of advertising language (ii) Practical significance... for cosmetic products 1.3 Objectives of the study The objectives of the study are: - To analyze the lexical features of cosmetic product advertisements in English and their Vietnamese equivalents - To discover the syntactic features of cosmetic product advertisements in English and their Vietnamese equivalents 3 - To suggest some possible implications for teaching and learning English for students majoring... groups in a sentence Syntactic rules reveal the grammatical relations among words of a sentences as well as the order of those words Syntactic Patterns in Languages Phrases: A phrase can be considered the lowest syntactic unit It can be defined as a syntactic unit that contains more than one word and lacks the subject-predicate relationship.1 The phrase contains one word which is more important than the... television Radio is known as an intimate medium because it can reach an audience anywhere, at home, on the road or in the office Two advantages of radio advertising are that radio advertising costs less and people can hear it while they are doing something On the other hand, advertising on TV can persuade watchers because of the lively combination of sight, sound and color Moreover, with the advent of cable