VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST- GRADUATE STUDIES -*** - BÙI THỊ TRANG BUSINESS SLOGANS IN ENGLISH AND VIETNAMESE (KHẨU HIỆU KINH DOANH TRONG TIẾNG ANH VÀ TIẾNG VIỆT) Minor thesis Field: English Linguistics Code: 60 22 15 HANOI – 2010 VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST- GRADUATE STUDIES -*** - BÙI THỊ TRANG BUSINESS SLOGANS IN ENGLISH AND VIETNAMESE (KHẨU HIỆU KINH DOANH TRONG TIẾNG ANH VÀ TIẾNG VIỆT) Minor thesis Field: English Linguistics Code: 60 22 15 Supervisor: Assoc Prof Dr Trần Xuân Điệp HANOI - 2010 TABLE OF CONTENTS PART I: INTRODUCTION Rationale ………………………………………………………………… Aims and Objectives of the Study………………………………………… Scope of the Study………………………………………………………… Method of the Study……………………………………………………… Design of the Study………………………………………………………… PART II: DEVELOPMENT Chapter 1: Theoretical Background Business Slogans – Another Term of Advertising Slogans……………… A Review of Previous Studies …………………………………………… Advertising as a Form of Communication………………………………… 3.1 Communication………………………………………………………… 3.2 The Definition of Advertising…………………………………………… 3.3 Advertising Functions…………………………………………………… 3.4 Types of Advertising…………………………………………………… 3.5 Structure of an Advertisement…………………………………………… 10 Advertising Slogan as Part of an Advertisement………………………… 10 4.1 Definition of Slogan……………………………………………………… 10 4.2 Characteristics of a Good Advertising Slogan…………………………… 12 Chapter 2: An Investigation into Certain Linguistic Features of some English and Vietnamese Advertising Slogans Procedures………………………………………………………………… 14 1.1 Data Collection………………………………………………… 14 1.2 Data Analysis…………………………………………………………… 15 The Analysis……………………………………………………………… 15 2.1 Graphetic Features……………………………………………………… 15 2.2 Phonological Features…………………………………………………… 16 2.3 Lexical Features………………………………………………………… 18 2.4 Syntactic Features……………………………………………………… 22 2.5 Semantic Features……………………………………………………… 25 Chapter 3: Findings and Discussions Findings and Discussions on Graphetic Features………………………… 27 Findings and Discussions on Phonological Features……………………… 27 Findings and Discussions on Lexical Features…………………………… 28 Findings and Discussions on Syntactic Features………………………… 30 Findings and Discussions on Semantic Features………………………… 31 PART III: CONCLUSION Recapitulation of main ideas……………………………………………… 32 Limitations of the study………………………………………… 34 Suggestions for further research…………………………………………… 34 REFERENCES 35 APPENDIX I LIST OF ENGLISH ADVERTISING SLOGANS…………… I APPENDIX II LIST OF VIETNAMESE ADVERTISING SLOGANS…… III Thank you for evaluating AnyBizSoft PDF Merger! To remove this page, please register your program! Go to Purchase Now>> AnyBizSoft PDF Merger Merge multiple PDF files into one Select page range of PDF to merge Select specific page(s) to merge Extract page(s) from different PDF files and merge into one