A study on linguistic features of english printed advertisements in tourism with reference to the vietnamese equivalent

MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNIVERSITY M.A THESIS A STUDY ON LINGUISTIC FEATURES OF ENGLISH PRINTED ADVERTISEMENTS IN TOURISM WITH REFERENCE TO THE VIETNAMESE EQUIVALENTS (NGHIÊN CỨU CÁC ĐẶC ĐIỂM NGÔN NGỮ CỦA ẤN PHẨM QUẢNG CÁO TIẾNG ANH TRONG DU LỊCH VỚI CÁC LIÊN HỆ TƯƠNG ĐƯƠNG TRONG TIẾNG VIỆT) LÊ THANH TÚ Hanoi, 2017 MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNIVERSITY M.A THESIS A STUDY ON LINGUISTIC FEATURES OF ENGLISH PRINTED ADVERTISEMENTS IN TOURISM WITH REFERENCE TO THE VIETNAMESE EQUIVALENTS (NGHIÊN CỨU CÁC ĐẶC ĐIỂM NGÔN NGỮ CỦA ẤN PHẨM QUẢNG CÁO TIẾNG ANH TRONG DU LỊCH VỚI TƯƠNG ĐƯƠNG TRONG TIẾNG VIỆT) LÊ THANH TÚ Field: English Language Code: 60220201 Supervisor: Tran Thi Thu Hien, Ph.D Hanoi, 2017 CERTIFICATE OF ORGINALITY This work contains no material which has been accepted for the award of any other degree in any university or other tertiary institution Furthermore, it contains no material previously published or written by other people, except where due to the references has been made in the text Hanoi, 2017 Le Thanh Tu Approved by SUPERVISOR Tran Thi Thu Hien Date: i ACKNOWLEDGEMENTS First and foremost, I would like to express my sincere gratitude to my supervisor, Tran Thi Thu Hien, Ph.D for her deliberate guidance and invaluable feedback and suggestion during the writing of this research Without her supervising I would never have started, and certainly never have finished writing my thesis My sincere thanks go to all lecturers and the staff of the Department of Post Graduate Studies at Hanoi Open University for their useful materials, guidance and enthusiasm during my study at the institution Last but not least, I am also indebted to my beloved family members whose continuous support and concern have always been the motivation for me to complete my study ii ABSTRACT This thesis is focused on analyzing some typical lexicology, morphological and syntactic features in English printed advertisements in tourism, as well as finding out the similarities and differences in syntactic, lexical and morphological features between English and Vietnamese advertisements in tourism To analyze these features, 40 advertisements of both language have been collected as the data for this thesis under the form of brochures, leaflets and itineraries of the notable and prestigious travel agents domestically and internationally, of which 20 advertisements have been chosen to sudy in the thesis Basing on the findings, the thesis provides some suggestions for advertisers, translators and the learners of English as the second language in advertising and translating This will help Vietnamese writers answer the question if we should translate a Vietnamese tourism advertisement into English to have a perfect equivalent iii LIST OF ABBREVIATION Ad: Advertisement Adj: Adjective Ads: Advertisements N: Noun Tads: Tourism advertisements V: Verb iv LIST OF TABLES Table 2.1: Common compounding patterns (adapted from Carstairs-McCarthy (2002:60)) 20 Table 4.1: Frequency of types of sentences in chosen English advertisements 32 Table 4.2: Frequency of sentences including “can”, “will” English printed tourism advertisements 35 Table 4.3: Occurrence of the favorable adjectives in English printed tourism ads 37 Table 4.4: Occurrence of word types in English printed ads in tourism 39 Table 4.5: Formation of compound words in English printed ads in tourism 41 Table 4.6: Suffixes –s/-es/-ed of verbs in English printed tourism advertisements 42 Table 4.7: Summary of the derivational suffixes in English printed tourism advertisements 44 Table 4.8: Summary of the derivational suffixes of adjectives in English printed tourism advertisements 46 Table 4.9: Occurrence of sentence types in Vietnamese printed advertisements in tourism .49 Table 4.10: Occurrence of used verbs in Vietnamese printed tourism ads .53 Table 4.11: Occurrence of word types in Vietnamese printed tourism ads 55 v TABLE OF CONTENTS CERTIFICATE OF ORGINALITY i ACKNOWLEDGEMENTS ii ABSTRACT iii LIST OF ABBREVIATION iv TABLE OF CONTENTS vi Chapter 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 study Chapter Literature review 2.1 Review of previous studies 2.2 Overview of syntax 2.2.1 Types of sentence 2.2.2 Voice, Tense, and Mood 10 2.3 Overview of Lexicology 12 2.3.1 Verbs 12 2.3.2 Adjectives, comparative and superlative degrees 13 2.3.3 The use of nouns and advebs 15 2.3.4 Compounding 16 2.4 Overview of Morphology 17 2.4.1 Inflection 19 2.4.2 Derivation 19 2.4.3 Compounding 20 2.5 Advertising and advertisements 21 2.5.1 Advertising 21 vi 2.5.2 Advertisements 24 2.3 Chapter summary 25 Chapter Methodology 26 3.1 Study- governing orientations 26 3.1.1 Research questions 26 3.1.2 Research setting 26 3.1.3 Research approach 27 3.1.4 Principles/criteria for data collection and data analysis 27 3.2 Study method 28 3.2.1 Major methods vs supporting methods 28 3.2.2 Data collection techniques 28 3.2.3 Data analysis techniques 29 3.3 Chapter summary 30 Chapter Linguistic features of English printed advertisements in tourism with reference to the Vietnamese equivalents 31 4.1 Syntactic features 31 4.1.1 Types of sentence 31 4.1.2 Voice, Tense, Mood 33 4.2 Lexical features 35 4.2.1 Verbs 35 4.2.2 Adjectives, comparative and superlative degrees 37 4.2.3 Nouns and adverbs 39 4.2.4 Compounding 40 4.3 Morphological features 42 4.3.1 Inflection 42 4.3.2 Derivation 44 4.3.3 Compounding 47 4.4 Comparison between English and Vietnamese printed tourism advertisements in terms of lexical, morphological and syntactic features 48 vii 4.4.1 In terms of syntax 48 4.4.1.1 Types of sentence 48 4.4.1.2 Voice, Tense and Mood 50 4.4.2 In terms of Lexicology 53 4.4.2.1 Verbs 53 4.4.2.3 Nouns and adverbs 54 4.4.2.4 Compounding 56 4.2.3 In terms of Morphology 56 4.5 Implications 58 4.5.1 Implications for creating effective advertisements 58 4.5.2 Implications for translating 58 4.5.3 Implications for teaching 59 4.6 Chapter summary 60 Chapter Conclusions 61 5.1 Recapitulation 61 5.2 Concluding remarks 62 5.3 Limitations of the study 63 5.5 Suggestions for further studies 63 REFERENCES 64 APPENDIX 67 viii Ad 14 Ad 15 Ad 16 Ad 17 Ad 18 Ad 19 Ad 20 ... two major perspectives: - The information in the thesis may help advertisers, translators and teachers of English as the second language gain an insight into printed tourism advertisements in English. ..MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNIVERSITY M .A THESIS A STUDY ON LINGUISTIC FEATURES OF ENGLISH PRINTED ADVERTISEMENTS IN TOURISM WITH REFERENCE TO THE VIETNAMESE EQUIVALENTS... this thesis, the study generalizes the major linguistic features of advertisements in tourism in the hope of helping language learners to understand English advertisements and to appreciate at the