INTRODUCTION
Rationale
In today's rapidly evolving world, countless new products and services are launched daily, necessitating effective strategies to reach customers Mass media platforms such as television, newspapers, magazines, the Internet, and radio serve as primary channels for promoting various goods, including food, beverages, and airline services Consequently, advertisements have become essential tools for manufacturers to disseminate their offerings globally From economic, sociological, and psychological perspectives, advertisements are vital for organizations to communicate their messages Slogans, regarded as the core of advertisements, encapsulate key points intended for consumers However, crafting a compelling slogan that resonates with customers and encourages purchases is a challenging task Thus, advertisers must possess a deep understanding of phonology, lexicology, syntax, and other linguistic elements to create impactful slogans.
Real estate advertisements dominate the advertising space in newspapers and magazines, often focusing on living facilities and using language to highlight these features However, in Vietnam, real estate slogans lack memorability, with few standing out to consumers In contrast, English real estate advertisers excel at crafting sharp, engaging slogans that effectively attract potential customers, resulting in many memorable examples globally This disparity raises questions about what constitutes a successful slogan and the linguistic elements necessary for effective advertising in the real estate sector.
The article "Vietnamese Real Estate Advertising Slogans in Printed Advertisements" aims to offer valuable insights into the language utilized in real estate ads, benefiting both English teachers and learners, as well as Vietnamese advertisers.
Aims and objectives of the study
The aim of this study is to analyze and figure out the similarities and differences in the linguistic features of real estate advertising slogans in English and Vietnamese language
This study aims to analyze the phonological, lexical, and syntactical features of real estate advertising slogans in English and Vietnamese By doing so, it seeks to provide valuable insights for Vietnamese advertisers, particularly in the real estate sector, to enhance their effectiveness and professionalism.
Phonological features play a vital part in creating the sounds of the slogan when reading aloud so that customers can be impressed and remember the product better
Lexical features play a crucial role in conveying the advertiser's intent to target customers, facilitating effective indirect communication Meanwhile, syntactic features, including sentence types, phrases, and word order, are essential for articulating the advertiser's goals through language Without these syntactic elements, the creation of impactful slogans becomes impossible, hindering successful communication between advertisers and their audience.
Research question and approaches
Due to the aims and objectives, the study is conducted to answer the following question:
What are the similarities and differences between English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements in terms of phonological, lexical and syntactic features?
This study utilizes descriptive, contrastive, and statistical methods to collect and analyze data without conducting experiments These approaches are essential for examining the frequency of specific linguistic features found in real estate slogans in both English and Vietnamese.
Scope of the study
All the slogans investigated in this study are taken from the printed advertisements of popular real estate companies and groups in English and
In this study, phonological, lexical and syntactic features of real estate slogans in English and Vietnamese are extensively discussed.
Significance of the study
This study offers both theoretical and practical insights into the linguistic features of real estate slogans in English-speaking countries and Vietnam Theoretically, it identifies common linguistic traits, while practically, it aids English learners in recognizing these features for improved language skills Additionally, it encourages Vietnamese advertisers to develop innovative and impactful slogans tailored to the local real estate market.
Design of the study
The study consists of three parts, entitled “INTRODUCTION”,
Part one Introduction states the identification of the problems, the research question, objectives, scope, significance and the design of the whole study
Part two Development composes of three chapters, namely Literature review,
Methodology, Findings and Discussion, respectively
Part three is the Conclusion which summarizes typical findings of the study, involves contributions of the research and suggests further research
The study ends with the References and Appendices
Review of previous studies
Numerous global studies have explored various aspects of advertising in English, focusing on the characteristics of advertising language Notable works in this field include "Words in Advertisements" by Myers (1994), "The Language of Advertising" by Goddard (1998), and "Advertising as Communication" by Lars, which collectively highlight the significance of language in advertising.
In Vietnam, significant research on advertising language has been conducted, notably by Phung in "Vấn đề quảng cáo" (1992) and Tran and Nguyen in "Về đặc điểm của ngôn ngữ quảng cáo" (1993) Nguyen also contributed with "Một vài nhận xét bước đầu về ngôn ngữ quảng cáo" (1993), while Mai explored "Các đặc điểm của ngôn ngữ quảng cáo dưới ánh sáng của lý thuyết giao tiếp" (2001) These studies primarily focus on the functions, structure, and wording utilized in advertisements.
There are also some other studies focus on some certain features of advertising language Some typical examples are “The discourse of Advertising” by Cook
(1992), “The use of metaphors on online advertising” by Anderson (1998),
“Advertising language: A pragmatic approach to advertisements in Britain and
Japan” by Tanaka (1999), and one written by Ton with “A discourse analysis of travel advertisements in English and Vietnamese” (2005)
Numerous M.A theses at ULIS have explored various aspects of advertising language, including Bui's (2010) study on English slogans used in airline services and research on presupposition and implicature in both English and Vietnamese.
This article explores the distinctive characteristics of advertising language, with a specific focus on slogans, through the lenses of semantics, discourse, and pragmatics Building on previous research, it aims to provide a comparative analysis that highlights the evolution and significance of these elements in advertising communication.
This article analyzes the linguistic features of real estate advertising slogans in English and Vietnamese, focusing on their similarities and differences It highlights the lack of research in this area and aims to provide insights into how these two languages approach real estate marketing.
Discourse
Discourse is a key area of research across various intersecting disciplines, examined from multiple perspectives due to its broad applications Cook (1989) defines discourse as a composition of well-formed grammatical sentences, while Halliday and Hasan (1985) view it as functional language Crystal (1992) expands on this by describing discourse as a continuous stretch of language that forms coherent units, such as arguments, jokes, or narratives.
Advertisements and advertising slogans are essential forms of discourse, as they effectively communicate messages from manufacturers and service providers to customers These elements not only convey important information but also resonate coherently with the audience Slogans, in particular, serve as concise representations of these messages, making them impactful tools in marketing.
According to Fairclough (2003), “any actual instance of language in use” is a text In other words, text can be “written or printed” articles, or even “transcripts of
Mey (1993) argues that the concept of text is insufficient for comprehending human speech behavior, as it overlooks crucial elements such as the speaker, listener, and their relationship Fairclough emphasizes the interconnectedness of text and discourse, asserting that meaningful social scientific analysis must link to theoretical discourse questions Furthermore, he posits that understanding the social effects of discourse requires examining the text's broader context.
6 closely at what happens when people talk or write” Therefore, text is an essential part of discourse but discourse analysis is not “merely the linguistic analysis of texts” (Fairclough, 2003)
This study concludes that advertisement serves as a discourse that highlights the relationship between advertisers and customers during the buying and selling process, emphasizing the impact of advertisements on customer purchasing behavior.
Discourse analysis
Context, as defined by Nunan (1993:10), refers to the situation that gives rise to discourse and encompasses it, while Cook (1989) describes context as the knowledge of the external world that aids in understanding and interpreting spoken and written messages Therefore, it is evident that context and discourse are inherently interconnected.
1.3.2 Role of context in discourse analysis
Hymes (1962) posits that context serves as a boundary for potential interpretations while also reinforcing the intended meaning, as it can "support a range of meanings." Additionally, context, along with social phenomena, relationships, and cultural factors, significantly influences language phenomena, which are also central to the study of discourse analysis.
Hymes mentioned the features of context which is relevant to reading and interpretation of discourse, including Adresser and Adressee, Audience, Topic, Setting, Channel, Code, Message-form, Event, Key, Purpose.
Advertising as a form of communication
According to Jeremy Bullmore, director of Wire and Plastic Products (WPP) advertising is “any paid-for communication overtly intended to inform and/or
7 influence one or more people” In the light of American Marketing Association
Advertising, as defined by the American Marketing Association (AMA), refers to the strategic placement of announcements and persuasive messages within various mass media channels This practice is utilized by businesses, nonprofit organizations, government agencies, and individuals aiming to inform or persuade a specific target audience about their products, services, organizations, or ideas.
Both definitions of advertising highlight its nature as non-personal communication directed at groups rather than individuals This characteristic necessitates that advertising, along with its key elements like information and media, be regulated by national laws, moral standards, and public psychology Furthermore, the effectiveness of advertising lies in its ability to generate revenue through carefully selected, impactful, and persuasive language.
According to the American Marketing Association (AMA), advertisement refers to any persuasive message or announcement disseminated through mass media, whether through paid or donated time or space, by a recognized individual, company, or organization Essentially, advertisement encompasses the act or process of promoting products or services.
The model below shows the process of transferring advertising information or messages between advertisers and customers in which the context may affect the use of language
When analyzing advertisements, it is crucial to identify the addresser (the company) and the addressee (the customers) to understand the underlying message The primary goal of advertisements is to highlight product quality and persuade targeted customers to make purchasing decisions, necessitating the use of compelling and exotic language This study focuses on printed media, where the message is conveyed solely through linguistic text, making linguistic features vital in shaping buyer impressions Each advertisement promotes a specific product range, requiring a vocabulary tailored to that field to effectively communicate the benefits to customers Additionally, since advertising slogans must be concise and informative, careful consideration of linguistic devices is essential.
Since its introduction of the American advertising and sales pioneer Lewis
The concept of AIDA—Attention, Interest, Desire, and Action—was popularized in marketing and advertising literature by Strong in 1925, though it dates back to 1898 While the main goal of advertising is to persuade the audience, it employs various functions to achieve this objective effectively.
To effectively persuade customers, capturing their attention is crucial Advertisers often employ unique or even quirky slogans, as these unconventional approaches tend to stick in consumers' minds more than standard messages.
(2) Interest: the advertisement should attract customers‟ interest in its product
Engaging visuals, captivating advertising narratives, catchy musical tunes, and memorable slogans all contribute to capturing consumer attention Once interest is piqued, customers are motivated to explore further, ultimately fulfilling the product's objective.
To effectively drive sales, advertisements highlight the essential benefits of a product based on customer needs, fostering a strong desire for the item and motivating consumers to make a purchase.
(4) Action: after concerning costumers‟ desire, it is likely that purchasing is aroused and the purpose of the advertisers is successfully achieved
Different target customers and product types necessitate distinct advertising methods Bovée & Arens (1989) categorize advertisements into four groups based on geographic area, medium, and target audience.
(1) Geographic areas: local, regional, national and international advertisements
(2) Advertising medium: print and electronic advertisements
(3) Target audience: consumer and business advertising
Consumer advertisements dominate television, radio, magazines, and newspapers, promoting everyday products such as food, beverages, transportation, and electronics Despite the general dislike for ads in printed materials and other media, consumers still rely on them for valuable purchasing information Consequently, it is essential for advertisers to capture the attention of potential customers effectively.
Business advertisements are often less visible to the general public, as they primarily appear in specialized business publications, targeted emails, and trade shows focused on specific industries, unlike consumer ads which dominate mass media.
According to Fletcher (2010) and Hoxie (2011), a standard structure of an advertisement consists of these following components:
A compelling headline is crucial for capturing attention, as it positions key words that draw readers in An effective headline not only introduces the product but also piques customers' curiosity, encouraging them to learn more.
(2) Sub-headline: it is needed when the headline cannot cover the advertiser‟s idea It is used to explain, clarify or emphasize the outstanding characteristics of the product
A slogan is a concise and memorable phrase that highlights the key features and benefits of a product, designed to capture the audience's attention effectively It serves as a powerful marketing tool, ensuring that the essential message resonates with potential customers.
(4) Body: it is the logical continuation of headlines and sub-headlines The body should act as a campaign and must explain how the advertised product satisfies customers‟ need
Incorporating visual elements into advertisements enhances their memorability and appeal to customers Visual effects serve as powerful tools to convey the advertiser's message clearly, reducing the risk of misunderstandings that may arise from text alone.
(6) Trademark: this is the distinctive name helps to differentiate similar types of products It is vital since it is used to avoid customers‟ confusion while purchasing
The layout of an advertisement is crucial as it determines the arrangement and size of key elements such as images, headlines, sub-headlines, and body text This design aspect is essential for effective communication and can be seen in various formats, including film scenes, posters, and brochures.
Advertising slogan as a part of an advertisement
A slogan, as defined by the Oxford Dictionary, is a memorable word or phrase commonly used in advertising and politics to capture attention and convey an idea quickly It serves as a concise expression of a brand's purpose or message, often appearing alongside the brand name In advertising, a slogan acts as a verbal logo, encapsulating the essence of the advertisement and remaining in the minds of consumers, making it the first thing they recall when thinking about the product.
Interestingly, slogans are often referred to with various terms in different countries
Countries Terms to refer slogans
The UK Endlines, end lines, straplines
The USA Tags, tag lines, taglines, theme lines
The Netherlands and Italy Pay-offs, payoffs
Some others Rip-offs, Slogos (slogan by the logo)
Table 1.1 Different terms of slogan worldwide
1.5.2 Criteria of a good advertising slogan
This thesis examines real estate advertising slogans, which are crafted by advertisers to capture customer attention and encourage product purchases Slogans serve as a critical first impression, highlighting the unique features of the property As noted by Simister (2013), effective advertising slogans must meet specific criteria to resonate with potential buyers.
2 It recalls the brand name
5 It reflects the brand personality
10 It’s not in current use by others
Features of advertising language
Rhetorical figures, or figures of speech, are defined as "artful deviations in the form taken by a statement" (McQuarrie & Mick, 1996) Their significance in advertising research is underscored by three key reasons, making them a crucial topic for exploration in this field.
(1) Newly available content analyses have demonstrated the pervasiveness of figuration in the language of advertising (Leigh 1994)
(2) The continued, inadvertent use of rhetorical figures in experimental protocols without the appreciation of their history and distinctiveness
(3) The paradigmatic ferment associated with the advent of postmodern (Sherry 1999), semiotic (Mick 1986), and text-based perspectives (Hirschman and Holbrook 1992) is conducive to a focus on rhetorical phenomena in advertising
(cited in McQuarrie and Mick 1996)
Consumer research should encompass a comprehensive framework that includes various figures present in advertisements This framework is structured as a tree diagram, featuring three levels that correspond to different modes of figuration and four essential generative operations.
Figure 1.2 A taxonomy of rhetorical figures in advertising
The diagram illustrates the traditional differentiation between scheme and trope At the third level, it highlights four rhetorical operations—repetition, reversal, substitution, and destabilization—that define their unique applications.
This study utilizes the framework by McQuarrie and Mick to analyze real estate advertising slogans in English and Vietnamese, aiming to identify similarities and differences between the two languages By examining a collection of real estate slogans, the research highlights key features of these advertisements While various elements contribute to crafting a memorable slogan, including phonology, lexicology, syntax, and semantics, this paper specifically focuses on the real estate sector in both English and Vietnamese contexts.
14 advertisements in 3 aspects: phonological features, lexical features, and syntactic features
Rhyme, as defined by Merriam-Webster, refers to the similarity in the ending sounds of words or phrases Specifically, it involves the repetition of the last stressed vowel sound and the subsequent sounds in two or more words This poetic device plays a crucial role in enhancing the musicality and rhythm of language.
Don’t just book it Thomas Cook it! – Thomas Cook 1.6.1.2 Use of alliteration
Alliteration is a powerful poetic device that involves the repetition of initial consonant sounds in closely placed words This technique enhances slogans by creating a rhythmic quality that makes them memorable and impactful for readers.
Functional….Fashionable…Formidable… - Fila 1.6.1.3 Use of anaphora
Anaphora is the repetition of words at the beginning of phrases The presence of anaphora in slogans makes them stay focus on the benefits brought by the product
Early treatment Early cure - Gyne Lotrimin medicine 1.6.2 Lexical features
1.6.2.1 Use of lexical verbs a) Use of finite and non-finite verbs
Finite verbs are those that express tense, including both past and present forms, while nonfinite verbs, such as infinitives, -ing forms, and -ed forms, do not convey tense In summary, finite verbs indicate time, whereas nonfinite verbs lack this temporal aspect.
Going beyond expectations – Malaysia Airlines British Airways To fly To serve - British Airways b) Use of modal verbs
In advertisements, modals are utilized to highlight the advantages of products rather than making definitive claims, embodying a gentler and less aggressive sales strategy.
Betcha can’t eat just one - Lay‟s chocolate c) Use of tense of verbs
The relationship between verb tense and the concept of time is crucial in advertising language, where the simple present tense is predominantly used This choice fosters a tone of certainty and presents information as facts, effectively complemented by the imperative mood to encourage action.
Ultra softness is all you need – Kleenex Ultra Catch the Spirit! – Spirit Airlines d) Use of voice
As usual in advertising, more active than passive verb constructions were found, attributing an active role to both the potential customer and the advertiser/product
No one knows the land like a Navajo – Mazda 1.6.2.2 Adjectives
Adjectives play a factual role in advertisements, but comparative and superlative forms are relatively rare This scarcity can be attributed to the effective use of numbers, which often convey a stronger message.
THAI - Smooth as Silk – Thai Airways International The closest thing to paradise - Raintree apartments 1.6.2.3 Geographical names and brand names
Geographic features play a vital role in pinpointing the origins of target objects, enabling audiences to identify and differentiate various sources of information In real estate, for instance, brand names, particularly those tied to geographic locations, serve as strong indicators of their origins, significantly aiding customers in making informed product choices.
Ultra softness is all you need – Kleenex Ultra THAI - Smooth as Silk – Thai Airways International 1.6.2.4 Use of negation
Negation is used as the stretch of language over which the negative meaning operates
Nobody does it like you – Hover Vacuum Cleaner 1.6.3 Syntactic features
To create effective writing, especially for short slogans, it’s essential to utilize specific sentence types Short simple sentences, imperative sentences, and questions are particularly effective in conveying messages succinctly and clearly These sentence structures help capture attention and deliver impactful communication.
Hawaii starts here – Hawaii Airlines
The use of personal addressees in English is vital for fostering a connection between speakers and their audience Hymes (1964) and Cook (1992) emphasize that addressers and addressees play essential roles in communication By incorporating second addressees, speakers can bridge the gap with their audience, promote face-to-face interaction, and establish trust through promises or guarantees.
Nobody does it like you – Hover Vacuum Cleaner We’ll take more care of you – British Airways 1.6.3.2 Phrasal level
According to Merriam Webster, phrase is known as “a group of two or more words that express a single idea but do not usually form a complete sentence”
Different types of phrases, including noun phrases, verb phrases, and adjective phrases, are utilized in writing These phrases are concise and straightforward, leaving no room for addition or subtraction.
Lower fares, fewer restrictions – American West Airlines 1.6.3.3 Repetition of structures
Parallelism refers to the similarity in structure between two clauses or sentences, enhancing the aesthetic and rhythmic quality of language Adhering to strict guidelines is essential for achieving effective parallel structure, which includes maintaining consistent language, word count, and harmony in rhyme and sound.
Fly high, pay low – Germanwings Service you deserve People you trust - McGinnis
As an indispensable part of an advertisement, advertising slogans also bear these linguistic features The next chapter will look at these features in terms of phonology, lexicology and syntax
Research approaches and methods
To figure out the answer for the objectives of the study, these following approaches are employed
The descriptive approach, according to Seliger & Shohamy (1989), involves
This study employs a collection of techniques to describe naturally occurring phenomena without experimental manipulation, classifying it as a descriptive study It focuses on gathering data to illustrate the characteristics of linguistic phenomena found in the slogans of prominent real estate agencies in both English and Vietnamese, thereby investigating their frequency of occurrence.
The contrastive approach highlights the similarities and differences between real estate slogans in English and Vietnamese, allowing for the identification of distinctive features in both languages This method not only enhances the understanding of effective advertising strategies but also helps prevent common mistakes in slogan creation.
The statistical approach is utilized to analyze proportions and frequencies, ensuring the reliability of study conclusions To clearly highlight the unique linguistic features of English and Vietnamese real estate slogans, the statistical findings are presented in tables.
Research question
Due to the aims and objectives of the study mentioned earlier, the study is conducted to answer the following question:
What are the similarities and differences between English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements in terms of phonological, lexical and syntactic features?
In the study, phonological, lexical and syntactic features of both English and Vietnamese real estate advertisements are conveyed in order to answer the given question
Data collection instruments
This study analyzes 90 real estate slogans, comprising 45 in English and 45 in Vietnamese, to identify common linguistic features used by advertisers in the real estate sector The slogans are primarily sourced from printed advertisements by prominent real estate firms and large real estate groups.
Fifteen newspapers and magazines in English published in England and America in the period of 2011-2015
Fifteen newspapers and magazines in Vietnamese published in the period of 2011-2015
These newspapers and magazines are selected due to their popularity and their target audience
This article examines a substantial collection of 45 real estate slogans in English and 45 in Vietnamese, representing major national real estate groups from English-speaking countries and Vietnam The diverse array of slogans provides a comprehensive overview of the general language characteristics prevalent in real estate advertising across both languages.
Research procedure
Particularly, after the aim of the study is set, data is collected from printed media including newspapers, magazines, and leaflets Accordingly, the procedure of the study will follow:
(1) Collect 45 real estate slogans from English and Vietnamese from printed advertisements
(2) Examine and analyze the phonological, lexical and syntactic features of those slogans
(3) Figure out the proportion of slogans using each feature to find out the outstanding trend among them
(4) Identify the similarities and differences between English and Vietnamese real estate slogans in terms of those linguistic features mentioned above
(5) Propose implications and suggestion for teachers and learners of business English as well as advertisers in the field of real estate
A slogan serves as a concise and impactful message from advertisers to customers, playing a crucial role in effective communication Each component of a slogan contributes significantly to its success, emphasizing the importance of clarity and relevance When crafting a slogan, it’s essential to consider common themes that resonate with the target audience.
An impactful slogan resonates with customers, making it memorable through its auditory appeal The rhythm and alliteration in the slogan's sound enhance its effectiveness, ensuring it sticks in the minds of the audience.
Effective communication relies on carefully chosen words that convey the intended message clearly Commonly used words play a crucial role in enhancing understanding, and studies suggest that an average of 15 to 20 words can effectively convey a coherent thought Additionally, employing a structured approach—such as using simple sentences and clear transitions—can significantly improve message clarity and engagement.
The arrangement of the words chosen Some questions to be thought about such as Is the slogan a complete sentence or a phrase? What kind of sentence? What punctuation is appropriate?
Chapter summary
This study examines the distinctive features of English and Vietnamese real estate slogans through phonology, lexicology, and syntax To achieve its objectives, the research employs descriptive, contrastive, and statistical approaches A total of 45 slogans from each language were gathered from various sources, including newspapers, magazines, brochures, leaflets, and posters The analysis highlights the proportion of slogans utilizing specific features, facilitating a comparison of the typical characteristics of real estate slogans in both languages.
Phonological features
McQuarrie and Mick's framework (1996) highlights key phonological features such as sound repetition, rhyme, alliteration, and anaphora However, an analysis of advertising slogans reveals that rhyme, alliteration, and anaphora are the most commonly utilized elements in real estate marketing.
In both English and Vietnamese real estate advertisements, rhyme seems to be one of the most effective elements used to impress the customers about the product
It is commonplace to utilize the brand name and a word with similar rhyme to create a slogan
This technique is employed in English real estate slogans
If you can’t sell your home…I KEN – Ken William Light up your life at Lighthouse Square – Lighthouse Square
The slogan cleverly utilizes a pun to create a catchy, rhyming phrase that reinforces the brand name It evokes memories of American wartime propaganda, particularly the iconic "We can do it" poster featuring female workers This approach not only highlights the brand's capability and strength but also underscores its unique position and influence in the real estate market.
The "lighthouse" symbolizes guidance for sailors navigating a sea of diverse products, representing a beacon of hope in everyday life The slogan aims to illuminate customers' lives, akin to the lighthouse's shine that always leads people home.
In some cases, brand names are referenced without using rhyme, relying instead on a fallback approach This method often proves ineffective as it fails to emphasize the brand name, particularly in real estate advertising, where such exceptions are rarely utilized.
In the realm of Vietnamese real estate slogans, a notable absence is observed in slogans that incorporate the brand name with rhyming elements While some Vietnamese slogans feature rhyming phrases, they often do so in a less prominent manner.
Hồ nước trong xanh, cuộc sống an lành - D‟ Le Pont D‟Or Hoàng Cầu
Experience the advantages of life in this picturesque area, where clean, fresh air and stunning lake views await This smart choice not only enhances your living environment but also reflects the goals of real estate offerings aimed at captivating potential buyers.
The proportion of rhyme in English and Vietnamese real estate advertising slogans is shown in the table below:
Table 3.1 Slogan language at phonological level – use of rhymes
English advertisers utilize rhymes in slogans more frequently, with a rate of 13.3%, compared to just 4.5% for Vietnamese advertisers Notably, only two English slogans feature a word that rhymes with their brand name This low percentage of rhyming slogans may be attributed to various factors influencing advertising strategies.
Creating a rhyming slogan is a challenging yet artistic task for advertisers, as it involves skillfully using language to evoke rhythm and memorability Rhyming words enhance the impact of slogans, making them more effective at capturing the attention of potential customers Vietnamese advertisers should leverage this technique to develop more compelling and memorable slogans.
3.1.2 Use of alliteration and anaphora
Table 3.2 Slogan language at phonological level – use of alliteration & anaphora
Some common English real estate slogans include the use of alliteration (8,9%):
Creating caring community - Cedar Run People passionate about property – Hinternoosa
The slogans utilize alliteration to create a rhythmic appeal, with the first highlighting the significance of community and its nurturing environment for customers In contrast, the second slogan focuses on the active role of customers in shaping their homes This reflects the broader goal of real estate advertisers to demonstrate their commitment to understanding and serving their target audience.
In the realm of Vietnamese real estate slogans, alliteration is notably absent, as it is generally rare in various advertising slogans This scarcity arises because many real estate agency names comprise multiple words with differing initial letters, making it challenging to utilize alliteration effectively Additionally, the contrast between Vietnamese, an isolated language, and English, an analytic language, further complicates this issue Instead, some Vietnamese slogans employ anaphora, showcasing a different stylistic approach.
Nơi đặt niềm tin – Nơi xây tố ấm - Khang Điền Kiệt tác của thiên nhiên Kiệt tác của con người - Hoa Binh Green City
Vietnamese advertisements focus significantly on showcasing products that enhance customers' lifestyles and experiences The beauty of real estate offerings is often highlighted as a masterpiece, capturing attention and admiration This unique approach is notably reflected in one English advertisement that employs a similar technique.
Outstanding agents Outstanding results - Remax
Vietnamese slogans tend to utilize nouns to identify products, while English slogans often favor adjectives to highlight the overall qualities of a company or group rather than focusing on individual products With only 2.2% of English slogans and 4.5% of Vietnamese slogans employing anaphora, it appears that advertisers in both languages are attempting to use this rhetorical device to create memorable and impactful slogans, despite its limited application.
Lexical features
Words Number Proportion Words Number Proportion
Table 3.3 Slogan language at lexical level – use of field words
In real estate advertising, it's essential to incorporate industry-specific terminology Surprisingly, while the primary goal of advertising is to motivate customers to make purchases, terms like "buy" and "sell" are rarely utilized In fact, only 2.2% of English advertisements directly use the verb "sell," and there are no instances of this in Vietnamese slogans.
If you can’t sell your home….”I KEN” – Ken Williams Selling the lifestyle you deserve - Murphy & Murphy
Advertisers often aim to promote their products without making consumers feel like they are spending money Instead, they use real estate-related terminology to evoke a sense of high-class living and achievement Commonly used verbs in this context include live, deserve, call, await, want, come, create, choose, light up, and look for Notably, the word "live" appears prominently, featuring in 7 out of 45 slogans, which represents 15.6% of the total.
How you live begins with where you live - Stoney Brooke Live the life you choose - Beverly-Hanks & Associates Your guide to living in paradise - Australia Properties Connection
Advertisers aim to address consumer needs by highlighting key aspects of housing, emphasizing terms such as home, living, life, lifestyle, and nesting place These words resonate with potential customers, enhancing their connection to the concept of a desirable living environment.
Selling the lifestyle you deserve - Murphy & Murphy Your life Your style Your home - Patchen Oaks
Vietnamese real estate slogans effectively utilize housing-related vocabulary, including terms like "cuộc sống" (life), "ngôi nhà" (house), "tổ ấm" (home), and "phong cách sống" (lifestyle) These slogans resonate with the growing global trend of people seeking to live closer to nature Notably, the term “thiên nhiên” (nature) appears in 4 out of 45 slogans, representing 8.9% of the total This strategic use of language demonstrates how advertisers successfully align their messaging with customer desires for a harmonious lifestyle.
The phrase "không gian sống, môi trường sống," which translates to "living space, living environment," is frequently used in Vietnamese slogans, highlighting the high value placed on these concepts This reflects a growing trend towards environmentally-friendly living By incorporating this idea into real estate advertising, Vietnamese marketers have effectively convinced customers of the value and appeal of their products.
In the real estate sector, advertisers employ unique terminology to create compelling narratives around houses and flats, evoking a sense of "home" for potential buyers However, cultural differences shape these marketing approaches; English advertisers highlight the significance of individual living conditions, while Vietnamese advertisers emphasize the connection between homes and their surrounding environments, focusing on the importance of a friendly atmosphere in customers' lives.
3.2.2 Use of geographical names and brand names
Advertisers strive to enhance brand recognition among customers, and one effective method is by incorporating brand names into catchy advertising slogans This approach ensures that as the slogan is repeated, the brand name becomes increasingly familiar to the audience In the realm of English real estate slogans, advertisers prominently feature their brand names to highlight their strengths, reputation, and accomplishments, reinforcing their presence in the minds of potential clients.
Light up your life….at Lighthouse Square! – Lighthouse Square
If you can’t sell your home…”I KEN” – Ken Williams There’s still time to make “The Creeks” your home! – The Creeks
The initial two slogans skillfully utilize phonological and lexicological elements, incorporating the brand name alongside rhyming words like "light," "life," and "lighthouse." Additionally, the clever use of puns and homophones, such as "can" and "Ken," contributes to the creation of distinctive and memorable slogans.
Effective slogans, such as those for Lighthouse Square, Ken, and The Creeks, not only recall the brand name but also highlight key benefits of the product, like "light up your life" and "sell your home."
In Vietnamese slogans, however, the brand name may appear at the beginning of the slogan, for example:
Ecopark - Thành phố xanh tươi cuộc sống mát lành – Ecopark
Ecopark's slogan captivates customers with its unique and meaningful message The term "eco" immediately resonates, evoking images of an environmentally-friendly community where residents can thrive and enjoy a fulfilling lifestyle.
The slogan emphasizes a harmonious blend of "green city" and "refreshing living," appealing to the modern Vietnamese homebuyer It effectively communicates the advertisers' message while resonating with environmentally conscious customers, leaving a positive impression on those who value nature.
Particularly, there are some Vietnamese slogans containing geographical name:
Tương lai Phố Cổ - Mipec Riverside Nét châu Âu trong long Hà Nội - CT2B – HICC1
The slogan highlights a brighter future for individuals who have faced challenges living in cramped, aging homes with steep stairs in the Old Quarter (Phố Cổ) This message offers customers valuable insight into a product that symbolizes the potential for improved living conditions in the area.
The second example effectively targets a sophisticated clientele with experience in European living, appealing to their preferences for modern, charming, and conveniently located residences This strategic focus on a high-class demographic, combined with a clever choice of geographical branding, positions the slogan for success in resonating with this specific group of customers.
The infrequent use of brand and geographical names in both English and Vietnamese real estate slogans can be attributed to their tendency to disrupt the melodic quality and rhyme of the slogans This is particularly true as these names are often lengthy or contain sounds that clash with the overall harmony of the slogan.
Owing to the less presence or absence of some elements in lexical features in the stock of real estate advertising slogans, use of negation is not covered It is
28 expected that in further studies, the feature can be covered with larger number of advertising slogans collected.
Syntactic features
3.3.1 Use of short simple sentences
Use of short simple sentences 13 28,9 % 1 2,2%
Table 3.4 Slogan language at syntactic level – use of simple sentences
A successful advertising slogan should be short and straightforward, avoiding complexity and ambiguity Simple sentences are often utilized in slogans, making them easy to remember and effectively meeting the need for memorable advertising.
Service you deserve People you trust - McGinnis Gmac Real Estate YOU deserve the ROYAL treatment - The enclave Hartland
In a different way, Vietnamese advertising slogans are rarely seen with the structure of a simple sentence
Short, simple sentences are effective in advertising slogans, allowing for clear and complete messaging In this context, English slogans comprise 28.9% of the market, while Vietnamese slogans account for only 2.2% English advertisers are more likely to utilize simple sentences to convey their ideas fully, contrasting with the approach taken by Vietnamese advertisers.
In addition, it can be seen that 100% of real estate slogans collected use the simple present tense as a claim of their ever-present and everlasting position
Table 3.5 Slogan language at syntactic level – use of imperative sentences
In advertisements, slogans typically consist of the final words spoken, employing imperative sentences to convey a direct message Rather than relying on persuasive language, advertisers utilize these commanding phrases to effectively encourage customer purchases and achieve their marketing objectives.
Call Pat ….for your Real Estate chat! – PAT Live the life you choose - Beverly-Hanks & Associates
In advertising, particularly in real estate, the use of imperative phrases is crucial for motivating potential buyers to take action, such as calling or living in a property Psychologically, people are inclined to follow directives, making it effective for advertisers to conclude their messages with clear calls to action This strategy not only captures the audience's attention but also enhances the persuasive power of the advertisement, ultimately driving sales and encouraging customers to make a purchase.
Vietnamese advertisers have yet to effectively utilize imperatives in their slogans, as none of the collected slogans demonstrate this technique This may stem from a cultural tendency to prioritize respect for customers, which influences the tone of their advertising taglines.
Imperative sentences constitute 6.7% of English slogans, highlighting their significant role in advertising compared to other features In contrast, Vietnamese slogans lack imperative forms entirely This discrepancy suggests that English real estate advertisers effectively leverage the persuasive power of imperatives, a strategy that Vietnamese advertisers should consider incorporating into their future slogan development.
Table 3.6 Slogan language at syntactic level – use of questions
Questions in the slogan help to raise the customers‟ curiosity about the product and want to find out the answer Many taglines beginning with questions achieve
30 success in gaining consumers‟ interest It is surprising that the technique is only used in English slogans, accounting for 2,2%
Questions are rarely utilized in real estate advertising slogans, yet they can effectively pique customer curiosity and enhance the likelihood of purchase Consequently, advertisers in both languages should consider incorporating question formats to craft more compelling slogans.
Looking for that PERFECT nesting place? - Williams Estates
This example utilizes a clever strategy to evoke positive emotions about a living space, effectively highlighting the concept of a "home sweet home." The advertisement emphasizes the exceptional quality of the property, suggesting that it is not just a house, but a perfect haven for families to settle down and create lasting memories.
Table 3.7 Slogan language at syntactic level – use of phrases
Slogans are a kind of special writing form which can be created without subjects It can be functioned as effectively as sentences
Phong cách sống resort trong lòng đô thi - Vinhome Times City
Bản giao hưởng thiên nhiên - Vista verde
In English, this technique is widely applied:
Quality living at affordable price - The Fox Run apartment homes
Outstanding agents Outstanding results – Remax
Real estate advertisers frequently select phrases to create concise and impactful slogans, ensuring that only the most essential messages are conveyed The table above illustrates the significant use of phrases in slogan creation across both languages, highlighting their prevalence in Vietnamese slogans.
31 the proportion seems much higher than in English, 77% and 48,9%, correspondingly
Table 3.8 Slogan language at syntactic level – use of parallelism
The analysis of collected data reveals that advertisers often employ parallel structures in their messaging Notably, specific lexical and phonetic rules can be identified within the Vietnamese slogans examined.
Parallel language in slogans features identical parts of speech, such as noun-noun or adjective-adjective, enhancing their rhythm and memorability By incorporating rhyme and the brand name, these slogans effectively stand out in the competitive real estate market, making them more recognizable and impactful.
Ecopark - Thành phố xanh tươi - cuộc sống mát lành - Eco Park
The advertising slogan effectively combines the concepts of "garden" and "street" to highlight the innovative design of the real estate product While typical street houses tend to be narrow with minimal outdoor space, this marketing approach successfully captivates potential buyers by promoting a luxurious living environment that offers abundant fresh air and lush gardens, allowing residents to fully enjoy their lives.
Number of words: two parts must be equal in the number of words 2/2, 4/4 or 6/6
Kiến tạo tổ ấm – Hạnh phúc vững bền - The Golden An Khánh Cuộc sống thịnh vượng Hạnh phúc vững bền – Goldmark city
The two slogans exhibit an equal word count and a comparable phrase structure In Vietnamese culture, housing holds paramount importance as it serves as the foundation for individuals to establish their lives Here, the emphasis of the offerings extends beyond mere housing; it encompasses the creation of a nurturing environment for a fulfilling life.
Living conditions play a crucial role in advertising, as marketers focus on highlighting the significance of a comfortable home Unlike tonal languages, English advertising often utilizes parallel structures in slogans, yet many fail to adhere to these principles, which can hinder their effectiveness in capturing consumer memory.
Outstanding Agents Outstanding results – Remax Service you deserve People you trust - McGinnis Gmac Real Estate
Parallel structures are utilized in slogans in both English and Vietnamese However, the tonal nature of Vietnamese enhances its ability to produce memorable slogans, achieving a success rate of 20%, compared to 13.3% in English.
Chapter summary
According to the theoretical background mentioned in the previous chapter, phonological, lexical and syntactic features of English and Vietnamese real estate slogans are investigated
Rhymes, alliteration, and anaphora are effective tools for crafting memorable slogans in English and Vietnamese Despite their potential, real estate advertisers in both languages utilize these techniques sparingly, with only 11% of English and 4.5% of Vietnamese slogans incorporating them To enhance the impact of Vietnamese advertising, it is recommended that marketers pay greater attention to these sound-based features, aiming to develop more catchy and engaging slogans.
The use of personal address in advertising effectively shortens the relationship between advertisers and customers, promoting product purchases, particularly in English Additionally, comparisons are prevalent in English slogans, with 80% of the analyzed 90 slogans employing this structure, indicating a potential trend for similar usage in Vietnamese real estate slogans Furthermore, the vocabulary differences highlight the linguistic distinctions between the two languages, despite some shared terms.
35 house/ home – nhà/ tổ ấm, there still exists a big difference in terms of commonly- used verbs and nouns
At the syntactic level, diverse sentence structures are utilized, with a noticeable trend towards the use of phrases Additionally, attention to parallelism is crucial, as it enhances the creation of catchy and memorable slogans, particularly in Vietnamese.
CONCLUSION
Recapitulations
The language used in advertisements, especially slogans, presents a fascinating area of study for linguists and copywriters alike, as it involves conveying deep meanings through concise messages This challenge compels advertisers to strategically select their words, employing various tactics to create impactful and memorable slogans.
In the realm of real estate, a sector that captivates countless individuals globally, effective slogans play a crucial role These slogans must resonate with potential customers, ensuring they are both appealing and acceptable to the target audience.
This study investigates and compares the phonological, lexical, and syntactic features of real estate slogans in English and Vietnamese By analyzing 90 slogans from both languages, the research identifies shared characteristics and notable differences The findings offer valuable insights for real estate advertisers seeking to enhance their marketing strategies.
Both English and Vietnamese real estate slogans effectively utilize phonological features like rhyme, enhancing their memorability and appeal The rhythmic quality of rhyming words makes these slogans more impressive to potential customers Notably, English slogans exhibit a significantly higher frequency of rhyme compared to their Vietnamese counterparts Additionally, anaphora is present in both languages, allowing for repeated sentence structures that aid in memorization.
Alliteration is frequently utilized in advertising slogans, yet among 45 Vietnamese real estate slogans, its application is notably absent This lack of alliteration is primarily due to the challenge of incorporating brand names into concise slogans.
In terms of lexical features, both English and Vietnamese real estate advertising slogans employ the insertion of geographical names or brand names
37 despite the less frequency of these elements It is explainable that the presence of these two elements may make slogans not rhyming
The vocabulary in English and Vietnamese slogans is notably different; English slogans emphasize individual convenience, whereas Vietnamese slogans highlight the harmony between life and natural elements.
Real estate slogans in both languages exhibit notable syntactic features, including the use of phrases, parallelism, and comparisons English slogans tend to utilize more direct address and comparative language to bridge the gap between advertisers and customers, enhancing the perceived value of their products In contrast, Vietnamese slogans prominently feature parallel structure, which contributes to their rhyming quality and memorability, a characteristic that is less pronounced in English slogans.
Real estate advertisers often favor short, simple, and imperative sentences in English to create concise slogans In contrast, Vietnamese real estate advertising slogans typically utilize longer phrases to convey a distinct message to customers.
Implications
The real estate sector in Vietnam is rapidly expanding, driven by increasing demand, resulting in a surge of real estate companies and projects A key challenge for these advertisers is effectively introducing and attracting customers to their offerings amidst fierce competition Unfortunately, many advertising campaigns, particularly slogans, lack the impact needed to resonate with potential buyers, leaving only a handful that truly capture customer attention and memory.
This study is beneficial for the following targets:
2.1 For teaching and learning business English and linguistics
The study's findings are valuable for learners of both languages, as the contrastive analysis provides insights into the linguistic features of advertising slogans, highlighting the similarities and differences between the two languages.
This study, which explores advertising language across 38 languages, serves as a valuable resource for language enthusiasts It not only highlights the beauty of advertising language but also offers essential strategies and techniques for crafting effective advertising slogans, particularly in the real estate sector While numerous studies have examined advertising language broadly, research specifically focused on real estate advertising remains limited Consequently, this research aims to assist English language students in their scientific inquiries into the language of real estate advertising.
This thesis serves as a valuable resource for English teachers, enhancing their understanding of advertising, particularly in the context of English and Vietnamese real estate slogans It offers insights into the contrastive analysis of linguistic features, equipping teachers with essential knowledge to better support their students' learning needs Given the complexities of phonology, lexicology, and syntax, teachers are encouraged to exercise patience, helping students effectively grasp and differentiate these linguistic elements in both languages.
This thesis offers valuable insights into the linguistic features of advertising slogans, aiding linguistic researchers and translators in understanding the impact of lexical choices and syntactic structures on customer attitudes By exploring the differences between English and Vietnamese slogans, this study serves as a beneficial resource for linguists in language research and enhances the translation quality of slogans for translators working between the two languages.
For advertisers and businesses, we clearly knew the most important purpose of advertisers is selling their products and services Advertising is an effective tool for
This study aims to enhance advertisers' understanding of linguistic features that can improve their advertising strategies By focusing on the language techniques used in advertising slogans, particularly in the Vietnamese real estate sector, advertisers can gain valuable insights It is concluded that for greater effectiveness, these slogans should incorporate more distinctive phonological, lexical, and syntactic elements.
Apply more use of rhyme and alliteration to create an easy-reading and etched slogan in customers‟ mind
Insert more words related to the trend of green living, so that customers may feel relaxing and close to nature
Refer to their brand name with advertised products so that their brand name can ring a bell to customers in this competitive sector
Be short and condensed to create the memorable effect They should employ more simple sentences, phrases or parallelism
Focus to the target customers and shorten the distance with them by using direct addressees like you to bring customers the feeling of being taken care in individual
Unlock the potential of your shopping experience! Are you ready to discover products that truly meet your needs? Engage with our offerings today and elevate your lifestyle Don’t wait—take action now and transform your choices into satisfying purchases!
To assure customers of the product's quality and stability, incorporating the future tense is essential Additionally, utilizing comparisons can effectively highlight the product's superior characteristics, leaving a lasting impression on potential buyers.
Advertisers can enhance their slogans by utilizing effective techniques that capture customer interest and drive product purchases By understanding the unique characteristics of different languages in advertising, they can craft slogans that resonate well with their target audience, ensuring a perfect match for their marketing goals.
40 the customers‟ value in each country As a whole, the research will enable them to write a successful advertising
3 Limitations and Suggestions for further studies
Beside the findings, due to the limitation of time and scale, the current study also possesses the following limitations:
First, the study is conducted with a relatively small number of slogans in both English and Vietnamese
Second, there are also some other outstanding linguistic features that need to be covered, such as semantic or cultural features
This study compares the linguistic features of English and Vietnamese real estate slogans, analyzing a total of 45 slogans from each language However, the limited sample size restricts the generalizability of the findings Future research is encouraged to explore a broader range of slogans to enhance the understanding of linguistic differences in this context.
A larger population of data in both English and Vietnamese could be employed so that a more general and exact view could be obtained
The semantic features of real estate English and Vietnamese slogans should be included to cover an insight into the similarities and differences between two languages
The cultural respect, which can make a great effect on the differences of images and the words employed in English and Vietnamese advertising slogans, can be investigated
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32 http://www.merriam-webster.com
34 https://www.ama.org/topics/Advertising
35 Jeremy Bullmore What is advertising? http://www.ipa.co.uk/Page/What-is- advertising#.VjM-cNIrLMw
36 Lexington apartment guide, volume 31, issue 11, April 2015
51 Tạp chí Bất động sản Việt Nam, 4/2015
52 Tạp chí Bất động sản Việt Nam, 5/2015
57 Thời báo kinh tế Việt Nam, 5/2012
58 Thời báo kinh tế Việt Nam, 6/2012
59 Thời báo kinh tế Việt Nam, 9/2013
60 Thời báo kinh tế Việt Nam, 11/2013
61 Thời báo kinh tế Việt Nam, 2/2014
62 Thời báo kinh tế Việt Nam, 3/2014
65 Tiếp thị và gia đình, 12/ 2013
Giao hòa với thiên nhiên
2 Close to everywhere you want to be!
Cuộc sống tuyệt vời là nơi đây…
3 Legendary excellence Park Place apartments
Hạ tầng nâng tầm cuộc sống
4 Redefined department living rmLexington 10 năm hội tụ tinh hoa đất rồng
Nét châu Âu trong long Hà Nội
6 How you live begins with where you live
Stoney Brooke Phong cách sống resort trong lòng đô thi
Vinhome Times City – Park Hill
Căn hộ mơ ước trong tầm tay!
Cùng xây dựng tương lai tốt đẹp hơn
9 Quality living is our passion
Chinoe Creek Sống tiện nghi cùng thiên nhiên
Cuộc sống thịnh vượng Hạnh phúc vững bền
Goldmark city- TNR Holdings Việt Nam
11 Where you can live at once and play at all!
The Creeks Kiệt tác của thiên nhiên Kiệt tác của con người
12 Fall in love with your
The Creeks Bản giao hưởng thiên nhiên
13 A new lifestyle awaits Crescent at
Sang trọng và hiện đại
14 A great place to call home
One Hundred Chevy Chase apartment homes
Cho cuộc sống bừng sáng
Phong cách sống đỉnh cao
16 Ultimate student living Red mile village
Thành phố tiện ích Sunrise City
17 Quality living is our passion
Chung cư Linh Trung – Cty CP
Patchen Oaks Hồ nước trong xanh, cuộc sống an lành
D‟ Le Pont D‟Or Hoàng Cầu – Tân Hoàng Minh group
19 Because how you live is as important as where you live!
Patchen Oaks Không gian sống hoàn hảo tại quận
An Khánh – Cty CP Sông Đà Hoàng Long
20 Quality living at affordable price
The Fox Run apartment homes
Kiến tạo tổ ấm – Hạnh phúc vững bền
21 The closest thing to paradise
Ngôi nhà mơ ước CT36 Dream
Nơi không gian khơi nguồn cảm xúc
Brandywine Vững bước thành công Đại Dương Land
24 Light up your life …at
Khám phá đỉnh cao cuộc sống
25 There‟s still Time to make “The Creeks” your home!
The Creeks Phong thủy giao hòa - Sánh cùng đẳng cấp
26 Close to perfect…Far from ordinary
27 Where you want to live
Wyndamere Hội tài tụ lộc –
Nơi mang đến cho bạn và gia đình một cuộc sống thịnh vượng
29 Above the crowd Remax Future for Old
Quarter - Tương lai Phố Cổ
Acres Hạnh phúc thuần khiết cho ngôi nhà tương lai của bạn
31 Live the life you choose
Parc Spring giai đoạn 2 – CapitalLand Vietnam
PAT Nơi đặt niềm tin -
Century 21 Nơi giá trị thực được thể hiện – a manifestation of true value
Mỗi ngôi nhà là một niềm cảm hứng
35 Going above and beyond to find your next home!
Liz Selleck Tận hưởng thiên nhiên ngay trong không gian sống
36 Where home happens Realtor.com Nơi ngôi nhà là tổ ấm
Hinternoosa Tổ ấm vững bền Green Park
38 Ì you can‟t sell your home…”I KEN”
Ken Williams Nơi gửi trọn niềm tin