Collectivism and individualism in American and Vietnamese print advertisements

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES ********************* TRẦN THỊ HUỆ COLLECTIVISM AND INDIVIDUALISM IN AMERICAN AND VIETNAMESE PRINT ADVERTISEMENTS (Tính tập thể tính cá nhân quảng cáo Mỹ Việt Nam) M.A MINOR PROGRAMME THESIS Field: English Linguistics Code: 8220201.01 Hanoi, 2019 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES ********************* TRẦN THỊ HUỆ COLLECTIVISM AND INDIVIDUALISM IN AMERICAN AND VIETNAMESE PRINT ADVERTISEMENTS (Tính tập thể tính cá nhân quảng cáo Mỹ Việt Nam) M.A MINOR PROGRAMME THESIS Field: English Linguistics Code: 8220201.01 Supervisor: Prof Nguyễn Hòa Hanoi, 2019 DECLARATION I hereby certify that this thesis, which is entitled “Collectivism and Individualism in American and Vietnamese Print Advertisements”, is created from my original work I have firmly declared the contribution of others to my thesis such as data analysis, practical strategies, and all other research that was employed or reviewed in my thesis This thesis is the result of my own study in the fulfillment of the requirement for the Degree of Master of Arts at Faculty of Post-Graduate Studies, University of Languages and International Studies, Vietnam National University, Hanoi Hanoi, 2019 Trần Thị Huệ i ACKNOWLEDGEMENTS This thesis would not have been finished without the assistance I received from many people and organisations I would like to express my thankfulness to: my supervisor, Prof Nguyễn Hòa for being immeasureably helpful for my work and for his detailed advice, invaluable comments and suggestions Without his endless support this thesis would have been impossible the Post-Graduate staff and my classmates at the University of Languages and International Studies, Vietnam National University, Hanoi for providing me with basic knowledge about how to structure a research project and the opportunity to improve my research knowledge and skills my family for their wholehearted support and motivation Without their support and collaboration, this thesis would have been impossible ii ABSTRACT The present study seeks to identify the cultural values of individualism and collectivism reflected in print advertisements between Vietnam and America from three domains of linguistic performance: first person pronoun use, communication styles (high vs low context communication, direct vs indirect communication styles, and self-contrual), and face & facework (self-face vs other-face concern, and negative vs positive strategies) There are two hypotheses being put forward in the thesis: APAs are dominated by IDV (hypothesis1), and VPAs are dominated by COL (hypothesis 2) In order to test these two hypotheses, qualitative case study is applied in the study to analyze the advertising samples in the aspects of COL and IDV After the qualitative analysis of three linguistic domains, the following findings can be concluded: Vietnamese print advertisements are more collectivistic Meanwhile, American print advertisements seem to employ both individualism and collectivism at the same level Besides, the data indicate that, in advertising context, print advertisements act as a means of communication, in which the advertisers- writers may employ both IDV and COL based on different situations The findings of the study are expected to be of help in better understanding the relationship between cultural values of IDV/ COL and print advertising, and in better designs of print advertisements iii ABBREVIATIONS COL Collectivism IDV Individualism VPAs Vietnamese print advertisements APAs American print advertisements iv LIST OF TABLES Table 1: Characteristics of the independent -self and the interdependent-self Table 2: Differences between individualistic communication styles & collectivistic communication styles 21 Table 3: The frequency of first person pronoun in APAs and VPAs 30 Table 4: Average count of explicit and implicit messages in APAs and VPAs 32 Table 5: The percentages of direct vs indirect directive and commissive speech acts in VPAs and APAs 38 Table 6: The frequency of “show off” words in VPAs and APAs 40 Table 7: The frequency of first-person pronoun and second-person pronoun in VPAs and APAs Table 8: 43 Distribution of positive and negative politeness strategies in APAs and VPAs 45 LIST OF FIGURES Figure 1: Model of psycho- cultural linguistics 12 Figure 2: Brown and Levinson’s (1987: 60) model for politeness strategies 28 v TABLE OF CONTENTS DECLARATION i ACKNOWLEDGEMENTS ii ABSTRACT iii ABBREVIATIONS iv LIST OF TABLES v LIST OF FIGURES v CHAPTER 1: INTRODUCTION .1 1.1 Rationale 1.2 Aims of the study 1.3 Scope of the study 1.4 Organization of the study 1.5 Significance of the study……………………………………………… .…….3 CHAPTER 2: LITERATURE REVIEWS 2.1 Review of theoretical background for the study .4 2.1.1 Collectivism versus individualism 2.1.2 Attributes of Individualism and Collectivism .6 2.1.3 The self-concept .8 2.1.4 Advertisements and print advertisements .8 vi 2.1.4.1 Definition and Function of Advertising .8 2.1.4.2 Classification of advertising .9 2.1.4.3 Components of advertising 10 2.1.5 Individualism and Collectivism in print advertisements .10 2.1.6 Individualism- collectivism in linguistics 11 2.1.7 Speech act……………………………………………………………………….13 2.2 Reviews of previous studies 15 2.3 Summary…….……………………………………………………………………16 CHAPTER 3: RESEARCH METHODOLOGY .18 3.1 Design of the study 18 3.2 Data and Procedure 18 3.3 Analytical framework 19 3.3.1 First person pronoun use 19 3.3.2 Communication styles 20 3.3.2.1 High and low context communication .21 3.3.2.2 Direct and indirect communication styles… 23 3.3.2.3 Self-Contrual: self-enhancement & Self-effacement .24 3.3.3 Face and Facework 25 3.3.3.1 Self-face & Other-face concern 26 vii 3.3.3.2 Negative and positive politeness strategies 27 3.4 Summary .29 CHAPTER 4: FINDINGS AND DISCUSSION 30 4.1 First person pronoun use .30 4.2 Communication styles 32 4.2.1 High and low context communication 32 4.2.2 Direct and indirect styles 36 4.2.3 Self- construal: Self-enhancement & self-effacement 39 4.3 Face and Facework .42 4.3.1 Self-face concern versus Other-face concern 42 4.3.2 Negative and positive politeness strategies 43 CHAPTER 5: CONCLUSION 50 5.1 Recapitulations .50 5.2 Implications 51 5.3 Limitations and recommendations for further study .52 REFERENCES 53 APPENDICES .I Appendix Vietnamese print advertisements .I Appendix American print advertisements XI viii 2.5 33 public and private universities Responding autonomously to the subtlest and most advanced cyber-attacks, it gives you time to catch up they need to succeed Prepared to defend at any moment 2 Powered by artificial intelligence, Darktrace Antigena fights the most important battles for you Learn more at darktrace.com 2.6 GET YOUR MBA AT BAU 2.7 We will take you through a 360 degree learning experience Book your place: 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Choose your bar wisely 2.42 Buy direct at www.gainbridge.life BE THE WOLF OF ESSAY STREET 1 64 48% 70 52% With Gainbridge, you can hedge your risk with a guaranteed high rate Keep winning no matter what the market throws at you 2.43 Let Your Home Work For You A rare opportunity to purchase incomegenerating, fully furnished resort apartments in the Westin Resort Costa Navarino, Greece TOTAL AVERAGE PERCENTAGE Table VI : The frequency of “show off” words in in VPAs and APAs Advertisements Vietnamese American ―show off‖ words Độc đáo, kinh điển, tuyệt tác, mẫu, mạnh mẽ, hoàn hảo,kiệt tác, tiên phong, chuẩn mực, cải tiến, sáng tạo, chiến lƣợc, đẳng cấp, tinh tế, đẳng cấp, nhất, tốt, tinh túy,thú vị, hấp dẫn, bứt phá, khác biệt/ chuyên biệt , nhất,tuyệt vời, đặc biệt, ƣu Việt, hoàn toàn mới, cao cấp, chuyên, đẹp nhất, tuyệt phẩm, đỉnh cao, sang trọng, lừng danh, tinh xảo, tiêu chuẩn, vƣợt trội/ trội, độc quyền, vàng, kỉ lục, top , hàng đầu, đại, đầu tiên, thƣợng hạng, thƣợng lƣu, đặc sắc, tồn diện, chun sâu, Thơng Minh , Thời Trang Modern, best/most, good/better, professional, leader/ leading, talent, first, number one, skilled, expert/ expertise, high , largest/ biggest, exclusive, specialized, excellence, innovation/ innovative, breakthrough, eternal beauty, standard, great/ greatest/ greatness, competitive, super, advanced/ advance, creative/ creatively, wonderful, incredible, exceptional Frequency 113 101 Table VII: The frequency of first-person pronoun (I/ we/ our- tôi, chúng tôi, chúng ta) and second-person pronoun (you/ your/ yourself- khách hàng, bạn ) LVIII Personal Pronouns I, we , our– tôi, chúng tôi, You, your, yourself - khách hàng, bạn, quý bạn, ngƣời tiêu dùng, quý chủ nhân, chủ nhân, quý khách, ngƣời dùng Total Vietnamese (3%) American 57 (37%) 32 (97%) 96 (63%) 33 153 Table VIII: Distribution of different types of politeness strategies in VPAs Advetisements 1.1 1.2 1.3 1.4 Positive politeness Negative politeness Rút thăm trúng thưởng dành riêng cho khách hàng mua sản phẩm:biệt thự ( khu b; n), nhà phố nhà phố thƣơng mại ( khu b) Quà tặng dành cho khách hàng mua sản phẩm nhà khu phố n hộ (Give Gifts to readers) 1.5 1.6 1.7 1.8 Leadvisors Tower hứa hẹn đem lại không gian làm việc xanh tinh tế tiện ích dịch vụ đẳng cấp cho khách thuê (promise is common way to persuade and gain trust from the readers ) Rèn luyện thể chất ngày Vì bạn điểm tựa vững cho người thân u Chủ động chăm sóc sức khỏe từ hơm cách bạn chuẩn bị tốt cho ngày mai vững vàng Đó lí Prudential khơng ngừng hành động để giúp bạn có sống khỏe mạnh an tâm ( Give reasons,; addressing form ) 1.9 1.10 LIX 1.11 1.12 1.13 1.14 1.15 1.16 Viettel bạn Khởi tạo nên Thực Hãy nói theo cách bạn Nhƣ làm (minimize the imposition) suốt 30 năm qua ( use reciprocal pronoun , convey writer and readers are cooperator; promise) Hãy nói theo cách bạn (minimize the imposition) Để tiến xa hơn, nhiên liệu ( Give reasons) Vietcombank Chung Niềm Tin Vững Tƣơng Lai ( use reciprocal pronoun , convey writer and readers are cooperator) 1.17 1.18 1.19 1.20 Thông tin chi tiết vui lòng truy cập Websitewww.vietcombank.com.vn Hoặc liên hệ TT HTKH: 1900 54 54 13 ( use hedging strategy: vui lịng) Mời Đón Đọc Các Ấn Phẩm Của Báo Phụ Nữ Mời quý bạn đọc đặt mua bƣu cục gần (impersonalize writer and reader, give deference : quý bạn) 1.21 1.22 1.23 1.24 1.25 1.26 1.27 D’ Palais Louis mang đến cho Quý Chủ Nhân danh giá không gian sống đậm chất Hồng gia sang trọng đến chống ngợp với nội thất lừng danh, vật liệu tinh xảo bậc giới để nhận thấy D’ Palais Louis không chi nơi để an cƣ mà nơi trân trọng cảm xúc Chủ Nhân giây phút quý giá sống (give deference to raise the position of the readers: Quý Chủ Nhân danh giá, Chủ Nhân ) ĐẶC QUYỀN PHÁI ĐẸP LX 1.28 1.29 Gói Combo sản phẩm tài lần mắt Việt Nam (use in-group identity marker with address form: PHÁI ĐẸP ) Bạn có biết Vietnam airlines hợp tác với hãng bảo dƣỡng lớn giới? Thế giới thay đổi bạn? (raise common ground ) Sản phẩm ƣu đãi YS9.0 dành cho khách hàng mở tài khoản ( offer ) 1.30 Để đƣợc tƣ vấn chi tiết, vui lòng liên hệ:+84 28 3622 6868 ( use hedging strategy: vui lịng) Thơng tin chi tiết vui lòng liên hệ ( use hedging strategy: vui lòng) Dịch vụ khách hàng ưu tiên Vietcombank Đẳng cấp vƣợt trội- sản phẩm xứng tầm Chuyên viên chăm sóc khách hàng chuyên biệt 1.31 OCB triển khai gói ưu đãi lãi suất 3,000 tỷ đồng dành cho khách hàng doanh nghiệp (use offering strategy) 1.32 1.33 1.34 1.35 1.36 1.37 Hotline dành riêng cho thành viên Vietcombank priority 1800.1565 ( give deference to raise the position of the reader: khách hàng ƣu tiên, cho thành viên Vietcombank priority) Để đƣợc tƣ vấn chi tiết, Quý khách vui lòng liên hệ : Chi nhánh/PGD OCB 1800 6678 (give deference to raise the position of the readers: Quý khách ; hedging strategy: vui lòng) Sản phẩm chuyên gia khuyên dùng ( minimize the imposition: đƣợc khuyên dùng) Hãy thƣởng thức samura thảo dƣợc ngày ( use reciprocal pronoun , convey writer and readers are cooperator) Hàn Quốc hứa hẹn khơi nguồn thành công (promise) Tổng cục du lịch Hàn Quốc ( KTO) áp LXI dụng chƣơng trình hỗ trợ dành cho đoàn khách du lịch khen thƣởng hàn quốc có quy mơ từ 10 ngƣời trở lên ( give gifts to the readers) Trải nghiệm đẳng cấp Vƣợt Thời Gian Nơi dừng chân lý tƣởng cho doanh nhân nhà đầu tƣ hàng đầu (give deference to raise the position of the readers: doanh nhân nhà đầu tƣ hàng đầu ) 1.38 1.39 Đừng bỏ lỡ hội nhận ưu đãi học phí dành cho phụ huynh đóng tiền học phí Ngun năm trƣớc ngày 03 /0 / 2019 Tiết kiệm đến 33 TRIỆU ĐỒNG ! Chào mừng bạn đến với trƣờng trung học ISHCMC- American Academy… Quét mã QR để đăng ký giữ chỗ cho ! ( give gifts to the readers: nhận ƣu đãi học phí; use in-group identity markers with addressing form: phụ huynh, bạn, con) 1.40 1.41 1.42 1.43 Number of advertisements using positive politeness strategy Number of advertisements using negative politeness strategy Number of advertisements using both positive & negative politeness strategy Number of advertisements not using both positive & negative politeness strategy (21%) (14%) (9%) 24 (56%) Table IX: Distribution of different types of politeness strategies in APAs Advertise ments Positive politeness Negative politeness 2.1 Make Sure You’re Getting A Satisfaction Guarantee If You’re Not, Make Sure You Call Schwab Our commitment to LXII 2.2 satisfaction is backed by a guarantee If you’re not completely satisfied, we’ll refund your fee or commission and work with you to make things right Ask your broker if they follow these rules If you don’t like their answer, ask again at Schwab ( presuppose common ground: writer presupposes something when he presumes that it is mutually taken for granted; promise; use reciprocal pronoun) Wells Fargo has the financial and intellectual capital to help you build toward your next step We’ll help you build the future ( promise) 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 Our perspective can help you see what’s ahead A better perspective can help you build a better future for your company ( use hedges to qualify writer’s statements) There is nothing more inspiring for a senior global HR professional than a thought provoking and revelatory such as the DM program at WEATHERHEAD ( use hedge to express writer’s commitment to their view; nominalize) Michigan offers a pipeline of high-tech talent that flows from 33 public and private universities Whether businesses require STEAM or skilled trades, Michigan has the talent they need to succeed (offer) Powered by artificial intelligence, Darktrace Antigena fights the most important battles for you Responding autonomously to the subtlest and most advanced cyberattacks, it gives you time to catch up (offer) We will take you through a 360 degree learning experience by interacting live with the MBA Director and Students You will discover our International, game-changing MBA (promise) The KPMG Master of Accounting with LXIII Are you ready to fly higher ? ( minimize the imposition) Come to Milano and start your journey: from here, you just won't stop ( use hedge to express writer’s commitment to their view) 2.11 Data and Analytics Program provides the specialized skills needed for today’s datadriven accounting environment ( offer) You don’t have to be MICHAEL PHELPS to train like Michael Phelps ( give reason) 2.12 2.13 2.14 For reservations, please call 787-626-1100 or visit doradobeachreserve.com (nominalize; use hedge) 2.15 The all-new 2019 Subaru Ascent can carry up to passengers with the safety of a Subaru Standard Symmetrical All-Wheel Drive helps give you reliable traction under adverse conditions Plus you can drive with confidence because Subaru is Kelley Blue Book's Most Trusted Brand for four years running (use hedge) For more information, visit www.kbb.com ( nominalize) Certain equipment may be required in specific states, which can modify your MSRP (use hedge) 2.16 Together, we’ll find new ways to think big — despite market uncertainties — and work side-by-side to get it all done ( use reciprocal pronoun , convey writer and readers are cooperator) Aflac is more than a product-solution company We’re a benefits-strategy partner you can reshape the future of your benefits strategy with Aflac (use hedge) 2.17 Some moments last a lifetime We can make them happen (use hedge) Tour Dates Any More Information: WWW.ROYALEGYPT.COM (nominalize) 2.18 Think you go hard? The Active collection goes harder LXIV 2.19 While you take care of yourself, let GEICO take care of you ( offer) (use hedge) Peace of mind comes with a good workout It also comes with a company you can trust Don’t forget to ask about homeowners, too (use hedge) 2.20 Happy hour? More like happy in minutes ( raise common ground) Make it a double for super clean pores (nominalize) What’s better than a Deep cleansing Charcoal Pore Strip? ( questions) 2.21 we offer our patients unrivaled expertise, compassion and the best hope to beat cancer ( offer) ―Cancer, you’re no match for our experts‖ (nominalize) 2.22 2.23 2.24 switch to GEICO, because you could save 15% or more on car insurance And that would help make the things you love (use hedge) 2.25 we make worries about your brand’s future a thing of the past ( be pessimistic) 2.26 Our immense gratitude to our wonderful guests and our incredible people who take care of them ( give deference ) 2.27 We will continue to create and develop the products you need ( promise) 2.28 Imagine what we can for you (use hedge) Serving leaders like you across the U.S ( give deference) LXV 2.29 And in the future, we’ll strive to help those suffering from a range of medical conditions, such as those of the eyes, nerves, heart and more we’ll never stop accelerating regenerative medicine to help build a stronger, healthier future for all ( promise) 2.30 2.31 you can feel confident because it comes from Kelley Blue Book’s Most Trusted Brand for four years running! Certain equipment may be required in specific states, which can modify your MSRP (use hedge) For more information, visit www.kbb.com See your retailer for details (nominalize) 2.32 2.33 KPMG is committed to delivering a high quality audit We continue to advance audit quality with innovative capabilities and tools (promise) Let's Go Places ( include both writer and readers in the activity) Play just got serious in the all-new Toyota Avalon Audio system, it sounds as good as it looks, no matter where the road takes you (use hedge) 2.34 For out-of-office productivity, you need Lenovo and IT Orchestration by CDW ( give reason) Our experts will determine your organization's specific mobility needs and preconfigure devices like the powerful and portable Lenovo ( promise) 2.35 You simply set the outcome, and together with Hitachi's Al, we'll uncover the LXVI when your employees can work anywhere, everyone's happy (use hedge) possibilities ( use reciprocal pronoun) It’s official, you’ve arrived (use hedge) 2.36 2.37 We offer relief and relaxation with solutions that make life better every hour of every day (offer) 2.38 2.39 Come in, talk to an expert and experience the better life you deserve (use hedge) Slim & Trim is designed to help you achieve better daily habits that can lead to long-term, sustainable results (use hedge) 2.40 2.41 Did you know the carbohydrates in a plain bagel provide your body with the same impact of teaspoons of sugar ! (use hedge) These protein-rich Atkins bars, with grams or less net carbs, may have the effect on your blood sugar of a teaspoon and a half of sugar Of course, the effect on your taste buds is something else entirely! (use hedge) Even the most savvy investors can’t always predict the market With Gainbridge, you can hedge your risk with a guaranteed high rate (use hedge) 2.42 2.43 Number of advertisements using positive politeness strategy Number of advertisements using negative politeness strategy Number of advertisements using both positive & negative politeness strategy Number of advertisements not using both positive & negative politeness strategy LXVII (21%) 14 (33%) (21%) 11 (25%)