An analysis of lexical cohesive devices in functional food advertisements in english and vietnamese

MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNIVERSITY M.A Thesis AN ANALYSIS OF LEXICAL COHESIVE DEVICES IN FUNCTIONAL FOOD ADVERTISEMENTS IN ENGLISH AND VIETNAMESE (Phân tích phương tiện liên kết từ vựng quảng cáo thực phẩm chức năngtrong tiếng Anh tiếng Việt) PHẠM THỊ HƯƠNG Field: English Language Code: 60220201 Supervisor: Đỗ Kim Phương, PhD Hanoi, 2017 CERTIFICATE OF ORIGINALITY I, the undersigned, hereby certify my authority of the study project report entitled AN ANALYSIS OF LEXICAL COHESIVE DEVICES IN FUNCTIONAL FOOD ADVERTISEMENTS IN ENGLISH AND VIETNAMESE 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, 2017 Pham Thi Huong Approved by SUPERVISOR Đỗ Kim Phương, Ph.D 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 Do Kim Phuong, 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 best friends, my colleagues and my students at Constructional and Industrial College where I have gathered information for my study Without whose support and encouragement it would never have been possible for me to have this thesis accomplished Last but not least, I am greatly indebted to my family, my husband for the sacrifice they have devoted to the fulfillment of this academic work ABSTRACT This thesis mainly focuses on analyzing the lexical cohesive devices in functional food advertisements The study based on 30 samples of advertisements for Amway in English and Vietnamese The total of lexical devices are 145 lexical cohesive devices, including collocation and reiteration The deductive method, inductive method, qualitative method, quantitative method, and descriptive method The results show that both of advertisement in functional food the same in using lexical cohesive devices The findings of the study help to find out some similarities and differences in using lexical cohesive devices between English and Vietnamese samples This thesis hopefully contributes to the general understanding of the notion “functional food” and the language of advertising Moreover, learners, teachers, especially the copyrighters may benefit from this study to create an advertisement for a functional food product when comprehensively understanding the roles of lexical cohesive devices in the discourse of functional food advertisements LIST OF TABLE AND GRAPHS Page Table 2.1: Types of cohesion 23 Graph 3.1: The frequency of occurrence of lexical cohesive devices in English and Vietnamese FFAs for Amway 34 Graph 3.2: The frequency of occurrence of reiteration in English and Vietnamese FFAs for Amway 38 Graph 3.3: The frequency of occurrence of repetition in English andVietnamese FFAs for Amway 40 Graph 3.4: The frequency of occurrence of collocation in Englishand Vietnamese FFAs for Amway 45 Graph 3.5: The frequency of occurrence of grammatical collocationin English and Vietnamese FFAs for Amway 47 Graph 3.6: Percentage of N-collocations and other types in EnglishFFAs for Amway 48 Graph 3.7: Percentage of N-collocations and other typesinVietnamese FFAs for Amway 49 Table of contents Page CERTIFICATE OF ORIGINALITY I ACKNOWLEDGEMENTS II ABSTRACT III LIST OF ABBREVIATIONS IV LIST OF TABLE AND GRAPHS V Chapter INTRODUCTION 1.1 Rationale 1.2 Aims and objectives of the study 1.3 Research questions 1.4 Methods of the study 1.5 Scope of the study 1.6 Significance of the study 1.7 Design of the study Chapter LITERATURE REVIEW 2.1 Previous studíe 2.2 Discourse and discourse analysis 2.3 Cohesion in English 17 2.4 The functions of advertising 26 2.5 Translation theory 29 2.6 Summary 34 Chapter LEXICAL COHESIVE DEVICES IN FUNCTIONAL FOOD 35 ADVERTISEMENTS IN ENGLISH AND VIETNAMESE 3.1 An overview of lexical cohesive devices between Vietnamese and 35 English FFAs 3.2 Lexical cohesive devices in functional food advertisements in Chapter INTRODUCTION 37 1.1 Rationale Theoretically, It is noticeable that many researches on cohesive devices and particularly on lexical cohesive devices have been carried out in many discourses and genres Also, many studies of advertising discourse have focused on the language used in advertisements However, none of thoese has been done to functional food advertisements for Amway In the light of discourse analysis, cohesion and coherence are among major aspects studied Basing on the theory of these two terms, the linguistic features in terms of syntax of functional food advertisements will be analyzed In the study, the frequency of occurrence of lexical cohesive devices will be exploired and some noticeable findings will be drawn Practically,functional foods are an emerging field in food science due to their increasing popularity with health-conscious consumers With its easy use, ability to support good health with nutrients and improve the immune system, functional food is winning the hearts of more and more consumers As a matter of fact, functional foods seem to be sort of new to a large number of Vietnamese people There exist different ideas, even contrary ideas on this new kind of product The idea of investigating this kind of product to have a better understanding on it comes deeplyto my mind As mentioned before, consumers’ interest in functional foods has been increasing during the late twentieth century as people's interest in achieving and maintaining good health increased People’s demand has increased; offering an opportunity for the age of advertising, advertising has been gaining its great popularity Different kinds of customers potentially demand different ways of presenting advertisements 1.2 Aims and objectives of the study The main aims of the thesis are as follows: Identify lexical cohesive devices in functional food advertisments for Amwayin English and Vietnamese in order to help learners of English use lexical cohesivedevices effectively The study is objectived at: - To examine lexical cohesive devices in funtional food advertisments for Amwayin English and Vietnamese - To make a comparison between lexical cohesive devices in funtional food advertisments for Amwayin English and Vietnamese - To give some suggestions to help learners of English use lexical cohesive devices in funtional food advertisments for Amwayin English and Vietnamese effectively 1.3 Research questions In order to achieve the aims stated above, the study is meant to find out the answers to the following research questions: - What are the ways of using reiteration and collocation in funtional foodadvertisments for Amway in English and Vietnamese? - What are the similarities and differences usinglexical cohesive devices in functional food advertisments for AmwaybetweenEnglish and Vietnamese? - What are the evaluations on ways of using lexical cohesive devices in FFAs for Amway in English and their Vietnamese versions? 1.4 Methods of the study In this study, the following methodsare used: - Descriptive method: In the investigation of data, the descriptive method is employed to give a detailed description of data in terms lexical cohesion It is through this process that the significance level of each lexical cohesive device to the advertisements is specified - Qualitative and quantitative methods: Qualitative method helps the study approach the advertising samples, then find out general features of these advertisements After the qualitative analysis, the data is also quantitatively analyzed This quantitative is exploited most of the time to search for what the lexical cohesive devices are used - Contrastive analysis are used to find out the similarities and differences in FFAs for Amway 1.5 Scope of the study In the framework of the study, the study is focused on the lexical cohesive devices in the advertisements for only one kind of products namely FFAs for Amway The investigation on one of two main aspects of cohesion, grammatical one, is beyond of the scope of this study, and this issue should be left for further study The samples include 30 English FFAs for Amway and Vietnamese ones with equivalent number for the purpose of contrastive analysis All the data collected will be analyzed to explore their contribution to the creation of the cohesive and coherent text with precision, unambiguity, and tightness 1.6 Significance of the study Theoretical significance: It is true that lexical aspect has been given little attention so far and teachers instead only pay attention to grammar or other aspects Thus, students are often not provided with full understandings towards English collocations some certain words and only learn their definitions A frequent difficulty is that students might find some common expressions complicated because they have no idea while a combination of the word with another one is not approved In order to overcome such a trouble, the research carried out in order to offer needed knowledge as to linguistic theories in discourse analysis by working on a certain kind of discourse in functional food advertisements for Amway.This study contributes to verify the correctness and significance related to linguistic theories in discourse analysis by working on a certain kind of discourse (Functional Food Advertisements for Amway) Practical significance: This thesis helps gaining an insight into the lexical cohesive devices in FFAs for Amway in English and Vietnamese.This study’s implications are to deal with these issues in hope that will help students overcome their troubles Findings of this study will provide information that can help learners and translators gain an insight into lexical cohesive devices in FFAs can be employed in discourse in English by Vietnamese and translators First of all, when the students study about collocations, they might learn them by heart easily, however, the main problem will lie in applications of 20 FFAs in appropriate contexts Therefore, learning about lexical cohesive devices is the beginning of the whole process The main step is to understand comprehensively how they are applied in diverse situations and student can only this by analyzing examples made by native speakers, not their own This research offers them a method to this Secondly, regarding translation students will have problems with understand the meanings if they learn lexical cohesive devices 1.7 Design of the study Within the scope mentioned above, the thesis is structured as follows: Chapter1 introduces the rationale, aims and objectives, research questions,methods, scope, significance, and the design of the study chapter consists of theoretical Background & Review of Related Literature which covers some theoretical knowledge on discourse analysis in general, on cohesive devices in particular Chapter3 points out lexical cohesive devices in functional food advertisements for Amway in Englishand Vietnamese Chapter evaluation on ways of using lexical cohesive devices in FFAs for Amway in English and their Vietnamese versions Chapter 5makes a brief summary of the whole thesis, points out some limitations and gives recommendation as well as suggestions for a further study References and appendix come at the end of the study Chapter LITERATURE REVIEW The chapter begins with a brief view on discourse and discourse analysis Being aware of the importance role of advertising in the daily communication in the society as well as in creating advertising texts and slogans, many researchers has taken studies on advertising language in various field such as syntax, semantics, pragmatics, and translation, etc Then, the study investigates the notion cohesion” This study is taken by the view of Halliday and Hasan as the theoretical framework 2.1.Previous studies In English, there are a lot researches which have been conducted in every aspect of the advertising in English, many of which cover the features of advertising language Some famous titles that can be mentioned here are "English in advertising: A linguistic study of advertising in Great Britain" by Geoffrey APPENDIX LEXICAL COLLOCATION IN VIETNAMESE FFAS FOR AMWAY Number of FFAs V.1 The chain of lexical words - Chống oxy hóa, lão hóa, khơ mắt, qng gà, bỏng, biếng ăn, chậm lớn, thiếu vitaminA - Hỗ trợ, tăng cường, sức đề kháng V.2 - cần thiết, nhiệt đới cô đặc, hương vị tự nhiên, thiết yếu, phục hồi, biếng ăn, suy dinh dưỡng - Thức ăn, ngon miệng V.3 - Phục hồi, nhanh chóng, dễ dàng - Cần thiết, tiêu hóa, tiết, suy giảm miễn dịch, chậm lớn, thể - Tăng cường, giảm mệt mỏi, giảm nguy V.4 - Hoạt bát, tự tin, thoải mái, dễ chịu, yên tâm, tin tưởng, hài lòng - An tồn, hiệu quả, hợp lý, sảng khối - Cơ thể, vận động ,hoạt động, vóc dáng V.5 - Hỗ trợ, hấp thu, chất béo, chế độ ăn, tập thể dục - Công dụng, thực hện V.6 - Thảo mộc, thiên nhiên, tươi mát, dịu ngọt, vitamin C, đậu nành, sữa - Vấn đề nhiệt, triệu chứng nhiệt, đau họng, nóng người - Bổ sung, thiết yếu V.7 - Tăng cường, tăng, cải thiện, hỗ trợ - Não, thần kinh, trí tuệ, trí nhớ, tư duy, sáng tạo, não - Thị giác, thị lực, võng mạc mắt, mỏi mắt, nhìn mờ - Thiết yếu, sức khỏe, có lợi V.8 - Cân đối, lành mạnh, vóc dáng, thiết yếu, vitamin - Hỗ trợ tiêu hóa, thiết yếu V.9 - Phụ nữ, mang thai, cho bú, thai phụ - Giàu dưỡng chất, có lợi, cần thiết, đáp ứng, đảm bảo, khỏe mạnh, phát triển V.10 - Tin cậy, tín nhiệm, cam kết - Trí tuệ, thần kinh, trí nhớ, tinh thần, -Tăng cường, thúc đẩy, nâng cao, tăng, trì - Cholesterol, hỗn hợp Silybin, gốc tự APPENDIX GRAMMATICAL COLLOCATION IN ENGLISH FFAS FOR AMWAY N+N E.1 Adj + N - Amazing V+N - Make a tea supplement - Support - Natural properties metabolism V + Prep Prep + N Adj + Adv + V/ Prep Adj - believeto - off eating 0 - with no annual -suitable for - associated - Healthy food E.2 - Protein - Popular - provide amino supplement presentation acids leave - Rating system - high absorption - use this protein - with the full - add sugars complement - body building supplement E.3 - Plasma folic - natural way - boost your energy - concentrate - of the daily value - stressful living levels in - of plasma folate with - dietary - support energy - participants - by stress - risk of production with - significantly increase - significantly Supplement - Essential vitamins decrease - Balanced blend - meet nutritional - artificial additive needs - Blend of - artificial colours E.4 - nutrition - essential nutrition - rejuvenate your snatches - essential vitamins body - Weight - health benefits - keep your body - top it up with - with your weight - Continue with - deprived management - Nutritionally of deprived - around waist, loss goal thighs, and hips - weigh management E.5 - fitness - beneficial - bred salmon - obtain from - for the body - synthesize enthusiast Omega - human body - essential dietary - majorly - fish- oil - immense value obtain - non- - cold water - get daily naturally - in addition vegetarian product E.6 - weight - healthy waist line - enhance weight management - healthy loss efforts metabolism - reduced- calorie - combined …with… - with meals - in reducing - in losing weight - fat from diet - key ingredient - low calorie diet - help your body - promote healthy - lose weight - depend on - of green tea - decrease total body weight - contain EGCB E.7 - weight management goals - convenient way - add fiber - mixed into - with your weight - sprinkled on - gastrointestinal - lose weight management goals health - contain a unique - by helping - mix easily 1 - favorite foods - natural soluble fiber sources E.8 E.9 - food iterms - complete protein - provide the right - mix with - for the whole - excess protein - good health amounts family - protein - non- essential - mix milk, Juice - for good health content amino acids - store excess - of the body - daily intake - high quality protein protein - get all the protein - powerful scientific - help in - body’s 2 - help in - in maitenance - neutral in - present in formula metabolism - healthy levels metabolizing - blood glucose - normal range - help in supporting - break down of healthy - in a typical diet - of blood glucose - nutritious diet - degestive health - typical diet E.10 Total - vegetable - healthy digestion - ease bloating - break up - break down - after eating sources - natural enzymes - experience less - safflower oil - nutrient absorption bloating - by product - muscle - healthy fat - support digestive - of nutrients intention - essential fatty accid enzymes calorie diet N+N 23 Adj + N 43 V + N 29 V + Prep 0 26 Adj + Adv + V/ - in our body 15 Prep + N Prep X APPENDIX GRAMMATICAL COLLOCATION IN VIETNAMESE FFAS FOR AMWAY Adj N+N Adj + N V+N V + Prep Prep + N Adj + Prep Adv + V/Adj V/Adj + Adv V.1 - thực phẩm chức - tác dụng tốt - tăng cường - cho người ốm bệnh - sử dụng ngày Năng khả miễn - q trình lão dịch - hồn tồn Hóa - hỗ trợ sức khỏe không độc - khả miễn - hạn chế q hại dịch trình lão hóa - bổ sung chất Chống oxy hóa tự nhiên V.2 - thực phẩm bảo vệ - khoáng chất thiết yếu - hương vị tự nhiên - bổ sung - thiết yếu cho - cho phục hồi - phục hồi sức khỏe - khoáng chất tổng hợp - từ mầm xôi - giúp trẻ động - ăn ngon miệng - cung cấp V - tuyến tiết - tham gia vào - Liên quan - thể - ảnh thành phần đến - hoạt động thần kinh - giúp hình thành, trì, thay tế bào - cần thiết cho - suy giảm miễn dịch - giúp tăng cường - suy dinh dưỡng - giảm mệt mỏi - giảm nguy hưởngxấu - tim mạchcủa thể XI V.4 - hoạt động - thoải mái khỏe mạnh - mệt mỏi, thiếu sức sống hang ngày - thực phẩm bổ sung - bổ sung …vitamin - từ nấm men - giúp thể - hoạt động cách hoạt bát nhanh chóng - từ chất béo - thoải mái sảng khoái - hoạt động bền bỉ - nuôi cấy - công dụng vô tốt - hệ thần kinh - tràn đầy lượng cho - cho thể - chiết xuất cách tự nhiên - vào chuyển hóa - sử dụng tốt - enzyme V.5 - thực phẩm bảo vệ sức khỏe - tinh chất trà xanh - lượng - kiểm soát cân nặng - kiểm soát - giảm chuyển hóa - uống - hấp thu chất béo ngày - bữa ăn - với bữa ăn - tập thể dục đặn - chiết xuất tảo nâu - Giữ gìn vóc dáng - thực chế độ ăn V.6 - thực phẩm bổ - a-xít amin thiết yếu - cung cấp sung - chất béo protein - nhu cầu hàng - cholesterol ngày - thiếu protein - bệnh nhiễm khuẩn - quan trọng thể - bổ sung cho - tham gia vào - từ đậu lành - hiệu - ra, sản việc - tăng cường sức phẩm - quan trọng đề kháng - thể - giảm nhuy - thể - gây rối - tim mạch - giảm cân an toàn loạn phần -các chất dinh dưỡng V.7 - thực phẩm - khoáng chất thiết bảo vệ sức yếu khỏe - có lợi cho sức khỏe - khoáng chất viên hàng ngày - hỗn hợp bột - bổ sung khoáng chất - từ cỏ linh lăng - cho sức khỏe - đặc hiệu V.8 - thực phẩm bổ sung - hương sô la - khống chất thiết yếu - thay bữa ăn - kết hợp với - cân đối hàm - hàm lượng lượng đạm - hạn chế đói - hỗ trợ tiêu hóa - trì - sở - với luyện tập 0 XII lượng - kiểm soát cân nặng V.9 - thực phẩm bổ V.10 - hương vani - thay bữa ăn sung - khoáng chất thiết - cân đối hàm - nghiên cứu yếu lượng khoa học - cân nặng lành mạnh - giữ gìn vóc dáng - thành phần sản phẩm - bột đông khô - cholesterol cao - gồm hỗn hợp - thiết kế - cho phụ nữ - kết hợp với gốc tự Silybin - giải độc gan - suy giảm - bảo vệ gan chức - trì sức - hàm lượng khỏe có thai - cần thiết 0 cho - sở - phù hợp với - trung hòa - hỗ hợp - ngồi ra, hỗn hợp - với người cholesterol Total N+N 27 Adj + N 24 V + N 43 V + Prep Prep + N 27 Adj + Prep Adv + V/ Adj APPENDIX NUMBER OF OCCURRENCE OF TYPES OF LEXICAL COHESIVE DEVICES No of occurrence in No of occurrence English FFAs in Vietnamese FFAs Proper nouns 38 24 Nouns 107 46 Verbs 41 37 Adjectives 21 28 Total 207 135 Synonyms 29 14 Near- synonyms 18 29 Super-ordinates 24 27 General words Lexical Collocation 104 97 Grammatical Collocation 174 116 Total 278 312 Types of lexical cohesive devices Repetition Collocation 113 565 Total 114 426 ... ADVERTISEMENTS IN ENGLISH AND VIETNAMESE 3.1 An overview of lexical cohesive devices between Vietnamese and 35 English FFAs 3.2 Lexical cohesive devices in functional food advertisements in Chapter INTRODUCTION... troubles Findings of this study will provide information that can help learners and translators gain an insight into lexical cohesive devices in FFAs can be employed in discourse in English by Vietnamese. .. food the same in using lexical cohesive devices The findings of the study help to find out some similarities and differences in using lexical cohesive devices between English and Vietnamese samples