A descriptive analysis of linguistic features of advertising language used in english slogans for food and drink products

i VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES BÙI THỊ KIM NGÂN A DESCRIPTIVE ANALYSIS OF LINGUISTIC FEATURES OF ADVERTISING LANGUAGE USED IN ENGLISH SLOGANS FOR FOOD AND DRINK PRODUCTS (PHÂN TÍCH MIÊU TẢ ĐẶC ĐIỂM NGÔN NGỮ KHẨU HIỆU QUẢNG CÁO MỘT SỐ SẢN PHẨM THỨC ĂN VÀ ĐỒ UỐNG) M.A COMBINED PROGRAMME THESIS Field: English Linguistics Code: 60 22 15 HANOI - 2012 ii VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES BÙI THỊ KIM NGÂN A DESCRIPTIVE ANALYSIS OF LINGUISTIC FEATURES OF ADVERTISING LANGUAGE USED IN ENGLISH SLOGANS FOR FOOD AND DRINK PRODUCTS (PHÂN TÍCH MIÊU TẢ ĐẶC ĐIỂM NGƠN NGỮ KHẨU HIỆU QUẢNG CÁO MỘT SỐ SẢN PHẨM THỨC ĂN VÀ ĐỒ UỐNG) M.A COMBINED PROGRAMME THESIS Field: English Linguistics Code: 60 22 15 Supervisor: Kiều Thị Thu Hương, PhD HANOI- 2012 vi TABLE OF CONTENTS DECLARATION I ACKNOWLEDGEMENTS IV ABSTRACT .V TABLE OF CONTENTS VI LIST OF ABBREVIATIONS X LIST OF FIGURES XI LIST OF TABLES XII INTRODUCTION 1 Statement of the problem and rationale for the study Aims of the study 3 Research question Scope of the study Methodology Organization of the study CHAPTER 1: LITERATURE REVIEW 1.1 ADVERTISING AS A DISCOURSE 1.1.1 Discourse and discourse analysis 1.1.1.1 Definition of discourse and discourse analysis 1.1.1.2 Context and its role in discourse analysis 1.1.2 Advertising as a discourse: Advertisements as Texts 1.2 CONCEPT OF ADVERTISING AND ADVERTISING SLOGANS 1.2.1 Definitions of advertising vii 1.2.2 Types of advertising 1.2.3 Advertising as kind of communication 10 1.2.4 Advertising slogan as an essential part of advertisement 11 1.2.4.1 Definitions of slogans and adverting slogans 11 1.2.4.2 Purposes of advertising slogans 11 1.3 FEATURES OF ADVERTISING LANGUAGE 12 1.3.1 Syntactic Features of Advertising Language 12 1.3.1.1 Groups 13 1.3.1.2 Verbless and non-finite clauses 13 1.3.1.3 Simple sentences 14 1.3.1.4 Multiple sentences 16 1.3.2 Lexical Features of Advertising Language 16 1.3.2.1 Verbal groups 16 1.3.2.2 Adjectives 18 1.3.2.3 Brand names 19 1.3.2.4 Personal Pronouns and Possessive Determiners 19 1.3.2.5 New words and phrases 21 1.3.3 Semantic Features of Advertising Language 23 1.3.3.1 Metaphor 24 1.3.3.2 Hyperbole 24 1.3.3.3 Personification 25 1.3.3.4 Metonymy 25 1.3.4 Phonological Features of Advertising Language 26 1.3.4.1 Rhyme 26 1.3.4.2 Alliteration 26 1.3.4.3 Assonance 26 1.3.4.4 Onomatopoeia 27 1.4 REVIEW OF RELATED STUDIES ON ADVERTISING LANGUAGE AND ADVERTISING SLOGANS 27 1.5 CONCLUDING REMARKS 29 CHAPTER 2: RESEARCH METHODOLOGY 31 2.1 RESEARCH APPROACH 31 2.2 RESEARCH SAMPLES 31 2.2.1 Data source 31 2.2.2 Description of research samples 32 viii 2.3 DATA COLLECTION PROCEDURES 33 2.4 DATA ANALYSIS PROCEDURES 34 CHAPTER 3: FINDINGS AND DISCUSSION 36 3.1 SYNTACTIC FEATURES OF FOOD AND DRINK SLOGANS 36 3.1.1 Complexity of sentence structure 36 3.1.2 Types of sentence 38 3.2 LEXICAL FEATURES OF FOOD AND DRINK SLOGANS 40 3.2.1 Verbal groups 40 3.2.1.1 Use of lexical verbs 40 3.2.1.2 Use of finite and non-finite verbs 41 3.2.1.3 Use of modal verbs 42 3.2.1.4 Use of tense 42 3.2.1.5 Use of negation 43 3.2.1.6 Use of voice 44 3.2.2 Adjectives 45 3.2.3 Brand names 46 3.2.4 Personal pronouns and possessive determiners 46 3.2.5 New words and phrases 48 3.3 SEMANTIC FEATURES OF FOOD AND DRINK SLOGANS 49 3.3.1 Use of metaphor 50 3.3.2 Use of metonymy 52 3.3.3 Use of personification 53 3.3.4 Use of hyperbole 54 3.4 PHONOLOGICAL FEATURES OF FOOD AND DRINK SLOGANS 55 3.4.1 Use of rhyme 56 3.4.2 Use of assonance 56 3.4.3 Use of alliteration 57 3.4.4 Use of onomatopoeia 57 CONCLUSION 59 SUMMARY OF THE FINDINGS 59 IMPLICATIONS 60 2.1 Implications for creating effective slogans 60 2.2 Implications for teaching Business English and linguistics 61 ix LIMITATIONS OF THE STUDY 61 SUGGESTIONS FOR FURTHER STUDIES 62 BIBLIOGRAPHY 63 APPENDIX – LIST OF ENGLISH FOOD AND DRINK SLOGANS I x LIST OF ABBREVIATIONS SFL Systemic Functional Linguistics TEFL Teaching English as a foreign language TESL Teaching English as a second language xi LIST OF FIGURES Page Figure 1: Distribution of four sub-categories of sentence structure 36 Figure 2: Distribution of four sentence types 39 Figure 3: Distribution of finite and non-finite verbs 41 Figure 4: Popularity of four figures of speech in the corpus 49 Figure 5: Occurrence of four figures of speech in the corpus 50 Figure 6: Popularity of four sound devices in the corpus 55 Figure 7: Occurrence of four sound devices in the corpus 56 xii LIST OF TABLES Page Table 1: Twenty most popular verbs in Leech‟s (1966) sample 17 Table 2: Twenty most popular adjectives in Leech‟s (1966) sample 18 Table 3: Information on advertising slogans used for research analysis 33 Table 4: Four aspects of advertising language examined 34 Table 5: Most frequently used verbs in the corpus 40 Table 6: Most frequently used adjectives in the corpus 45 Table 7: Occurrence of pronouns and possessive determiners in the corpus 47 INTRODUCTION Statement of the problem and rationale for the study Nowadays, in a developed world, thousands of new products and services are introduced each day, which makes advertising become a real art - the art of informing, persuading customers and deeply embedding into their minds According to Bovée et al (1995:16-20), advertising has never been as ubiquitous as it is nowadays Language in advertising is typified by a slogan which is present in every advertisement Slogans can be considered the heart of advertisements wherever they appear Angela Goddard in her book “The language of advertising” titles these slogans the hooks which she calls “the initial piece of attention-seeking verbal language used to draw the reader in” (Goddard, 1998:106) Slogans are the most important and condensed messages advertisers would like to send to their customers Sharp and intelligent slogans can help advertisers leave unforgettable impressions on their potential customers‟ minds They provide continuity for a campaign and reduce a key theme or idea the company wants to be associated with its product or itself to a brief statement (Bovée and Arens, 1992:274) However, creating a successful slogan is never an easy task The use of just a few words in a slogan proves to be harder than it is supposed to be It requires a sophisticated linguistic insight into phonology, lexicology, syntax as well as semantics and pragmatics Hence, the study on some successful slogans promises to bring about a lot of interesting facts in the art of using language especially among not only marketers but also sociologists, psychologists and especially linguists Moreover, what can be called a successful slogan is still a question The answer depends on the area of products and services the slogan is used, the country or geographical regions it is used in and maybe the population of its target customers A slogan plays an important role to attract consumers because it sums up the specialty, the benefit, and the marketing position as well as the commitment of a product or service advertised Moreover, a slogan should reflect the mood and the message conveyed by the advertisement 57 Example 60: Red Bull gives you wings (Red Bull energy drinks)  repetition of /i/ Example 61: Paul Masson will sell no wine before its time (Paul Masson wine)  repetition of /ai/ Example 62: Drinks never taste thin with Gordon's gin (Gordon‟s gin)  repetition of /i/ 3.4.3 Use of alliteration Alliteration – the poetic device which repeats the opening letter is quite frequently found in 112 food and drink slogans In some cases, vowel sounds are not so strong and emphatic and that is the reason why alliteration is utilized to add a more subtle effect to the text Here are some typical examples: Example 63 & 64: Erin, soup that stirs your soul (Erin soup) Begin with Ben (Uncle Ben‟s cooking sauces) 3.4.4 Use of onomatopoeia Onomatopoeia – referring to a sound device when a word or a group of words imitate the sound they represent is not commonly found in the corpus although it also helps remember the product better Example 65: Snap!Crackle!Pop! (Kellogg's Rice Krispies) 58 Rice Krispies Cereal hit the market in 1928 The cereal is made of rice grains that are cooked, dried and toasted resulting in crisped rice When milk or cream is added, the thin walls of the rice collapse, making the famous sounds - “Snap!” “Crackle!” and “Pop” The use of onomatopoeia partly contributes to make this slogan become one of the top 20 slogans of all time listed by some websites Example 66: You only get an 'oooh' with Typhoo (Typhoo tea) “oooh” - a sound to express surprise or happiness is utilized here in this slogan which helps create a true feeling after drinking a cup of Typhoo tea Two sound devices including rhyme and onomatopoeia make this slogan become unforgettable In general, like the use of other sound devices, onomatopoeia is also fully exploited so as to emphasize on the excellence and uniqueness of the products 59 CONCLUSION SUMMARY OF THE FINDINGS The language of advertisements in general and of advertising slogans in particular is an motivating and appealing issue to be studied by both linguists and copywriters as it requires so much effort in conveying such profound meanings via such condensed messages This requirement forces copywriters and advertisers to exploit different tactics in their choices of words to create impressive and unforgettable slogans In food and drink advertising, slogans have their own characteristics to transmit the most meaningful messages to a huge number of customers due to the vital role of this kind of products in our daily life Besides, they have to be acceptable and appealing on an international and multi-cultural scale In this study, a number of 112 English food and drink slogans have been investigated to find out the most noteworthy characteristics of advertising language employed by many advertisers of food and drink products in the world After a thorough analysis has been carried out, some conclusions have been drawn out and, hopefully, they can serve as a valuable reference source for both linguists and advertisers Regarding syntactic features of advertising language used in food and drink slogans, the paper has reached the conclusion that based on the complexity of sentence structure; the corpus exhibits an abundance of simple sentences which tend to be short and elliptical and the groups becomes the second most widely used unit of communication However, verbless and non-finite clauses as well as multiple sentences appear to be uncommon in the research samples Moreover, there exists an imbalance among four sentence types in the data Declaratives and imperatives considerably outnumber interrogatives and exclamatory sentences, as provided by the corpus With respect to lexical characteristics, the samples are characterized by quite an extensive use of lexical verbs and most of them are in the finite forms The results also show that simple present tense and active voice are typically preferred by advertisers of food and drink products However, the occurrence of modal verbs and negation seems to be quite rare Nearly half of the slogans selected for analysis choose adjectives as a means 60 to enhance the effectiveness and there also appears a wide variety of adjectives appearing in the samples The results also reveal a rather high frequency of brand names, which are used to put more emphasis on helping customers memorizing the company and its product(s) In terms of pronouns and possessive determiners, “you” and “yours” become the two most frequently used ones among all the pronouns and determiners appearing in one -fifth of 112 slogans Last but not least, 32 new words or phrases are created thanks to different ways of word-formation and appear in nearly one-fifth of the corpus All of those lexical features contribute to the uniqueness of each food and drink slogan and partly make these brand names become more and more famous Concerning semantic features of advertising language employed in food and drink catchphrases, the results of the analysis show that more than three quarters of the selected samples exploit the use of at least one of the four mentioned figures of speech and metaphor and metonymy become the two most fully employed tropes compared with the other two including hyperbole and personification The corpus provides a meaningful and wise use of figurative language which makes the texts more striking, original and memorable With regard to phonological features, at least one rhetorical sound device is utilized in more than 60% of 112 advertising slogans for food and drink products Rhyme becomes the most popular sound device and alliteration is the second most common one whereas assonance and onomatopoeia are not frequently used in food and drink slogans 2.1 IMPLICATIONS Implications for creating effective slogans In Vietnam, although there appears to be a wide variety of food and drink products with the diversity in advertising media, it seems that the advertising campaigns and especially the slogans of food and drink are not paid enough attention It can be concluded that Vietnamese food and drink slogans should exploit more striking linguistic features to be more effective A slogan could be more memorable thanks to the simple sentence structure, the choice of brief words, the use of rhetorical sound devices especially rhyme or alliteration as well as new words and phrases Moreover, a slogan is also suggested to recall the brand name, reflect the brand‟s personality and include the key benefit(s) with 61 the utilization of verbs and adjectives Last but not least, copywriters are recommended to show their creativity through the use of figures of speech to make their slogans highly original and unique compared to their competitors in the same fields In this way, Vietnamese copywriters and advertisers of all fields in general and in food and drink products in particular cannot only create effective and significant catchphrases in Vietnamese but also spread the reputation of brand names and the popularity of food and drink products all over the world by inventing catchy and strategic advertising slogans in English 2.2 Implications for teaching Business English and linguistics This study helps the researcher and others who are keen on the linguistics, especially English and Business English, to have a deeper understanding of the features of advertising language used in food and drink slogans This study also emphasizes the need to pay more attention to cultural issues which are the key factors in business transactions and contacts As far as teaching (TEFL & TESL) is concerned, learners should be provided with communicative competence For instance, learners are suggested to be fully aware of the native cultures where slogans originate from through investigation into the language of advertising Teachers and textbook writers should also help students develop their discourse skills and strategies vital to today‟s increasingly multicultural world In terms of teaching the language, teachers can utilize advertising slogans in general and food and drink endlines in particular as a source to help students deeply understand the use of many figures of speech or rhetorical sound devices due to the frequent occurrence of figurative language in this kind of texts LIMITATIONS OF THE STUDY This study has attempted to investigate different features of advertising language employed in English food and drink slogans The paper is hoped to have provided thorough investigation so as to support or contradict the already-existing theories on the subject matter 62 However, it should at the same time be noted that due to time constraint and restriction on the researcher‟s experience, the study cannot avoid certain drawbacks Firstly, it is widely believed that linguistics and culture awareness are the keys to breaking down the obstacles of communication between speakers of different mother tongues However, due to some differences in beliefs, values and culture, there are still gaps which cannot be fully bridged only through the analysis of advertising slogans provided by a nonnative speaker The second disadvantage is the small size of data (112 advertising slogans in total) which results in the fact that the corresponding conclusions, especially those on the frequency level of some linguistic features, cannot represent, to some extent, the actual situations out there In addition, the limited number of slogans does affect the generalization of all food and drink slogans written in English SUGGESTIONS FOR FURTHER STUDIES This study has attempted to investigate the most significant linguistic features in advertising slogans for food and drink products However, the paper cannot cover all angles of the same subject matter and the gaps in the study are hoped to be filled in the near future Therefore, suggestions for further research may include:  A larger population of data with the use of a wider variety of advertising media will be employed so that a more general and more exact view will be obtained  The cultural respect, which can make a great effect on the images and the words employed in advertising slogans, can be investigated as one of the key points  Together with English slogans, Vietnamese ones should also be included in the analysis to make some comparisons between the use of advertising language in these two languages  Food and drink slogans can also analyzed in light of other sub-branches of linguistics, namely pragmatics 63 BIBLIOGRAPHY Abreu, M.C et al (2005) Discourse within Discourse: A Preliminary Study of Slogans in British Television Commercials Retrieved from the Internet on April 3rd, 2012 on http://acceda.ulpgc.es/bitstream/10553/4245/1/0234349_00010_0002.pdf Adler, R.B (1985) Understanding Human Communication New York; CBS College Publishing Aitchison, J (1989) Words in the Mind – An Introduction to the Mental Lexicon Oxford: Basil Blackwell Biber et al (1999) Longman Grammar of Spoken and Written English 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Rowntree's Fruit Gums sweets 20 Don't say brown, say Hovis Hovis bread 21 Gordon's gin 22 Drinks never taste thin with Gordon's gin Erin, soup that stirs your soul Erin Soup Soup (2009) 23 Faster Stronger For longer Lucozade Sport energy drinks 24 Feed one's inner child McDonald's 2005 fast foods 25 Folgers wakes up the best in you Folgers coffee 26 Folks who know cheese say Borden's please Follow the bear Borden's cheese Hofmeister beer 27 II NO 28 SLOGANS BRAND NAMES PRODUCTS Samovar Vodka vodka Babycham sparkling wine Ski Fruit Fruit Highland Spring mineral water Rummy soft drinks Plum baby food range Milk (California Milk Processor Board) milk Guinness beer Pepsi soft drinks Heineken beer Cadbury's Creme Egg chocolate egg Burger King, 2001 sandwich 29 For breath sublime - Samovar Vodka truly fine For true romantics 30 Fruitius.Yogurtus.Delicia 31 Full of the joys of Highland Spring 32 Get chummy with Rummy 33 Give them a Plum start 34 Got Milk? 35 Guinness is good for you 36 Have a Pepsi day 37 How refreshing! How Heineken! 38 How will you eat yours? 39 In the land of Burgers, Whopper is King 40 Inspired by cheese Bradburys cheese 41 It's an unexpected pleasure Michelob beer 42 It's better, not bitter Carling's Ale beer 43 It's finger lickin' good KFC Fast food 44 It's so big, you've got to grin to get it in Wagon Wheels biscuits 45 Aero chocolate 46 It's the air in your aero that makes you go o It's what it is Jeremiah Weed beer 47 Keep hunger locked up 'til lunch Shreddies cereal 48 Knows how to party Tostitos crisps 49 Leaves you breathless Smirnoff vodka 50 Life is swell when you keep well Bran Flakes cereal 51 Pepsi Cola, 1973, Boase Massimi Pollitt soft drinks 52 Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin' highwalkin' fastlivin' evergivin' coolfizzin' Pepsi Live fresh Eat fresh Subway sandwich chain 53 Made in Medomsley Road, Consett Phileas Fogg snack foods III NO SLOGANS BRAND NAMES PRODUCTS Opal fruits, oranges Nestle Aero Chocolate bar Southern water 54 Made to make your mouth water 55 Making the world a bubblier place 56 Making water work 57 Never stop Never settle Hennessey cognac 58 Nothing can it like McDonald's McDonald's fast foods 59 Nothing's as crammed as a Toffee Crisp Toffee Crisp chocolate bar 60 Once you pop the fun doesn't stop Pringles potato chips 61 Croft Original sherry 62 One instinctively knows when something is right One of the salad wonders of the world Kraft salad dressing 63 One slice is never enough Vienetta ice cream 64 Paul Masson wine 65 Paul Masson will sell no wine before its time People like Polo Polo sweets, mints 66 Picadilly pack a promise Picadilly tea 67 Pinky and porky Pork pie 68 Pop start your day Kellogg's Pop Tarts snacks, tarts 69 Probably the best lager in the world Carlsberg beer 70 Pukka people pick a pot of Patak's Patak's cooking sauces 71 Pure snacking Pure snacktivity KP peanuts 72 Red Bull gives you wings Red Bull energy drinks 73 Redefining smooth Carrfrey's beer 74 Reflection of perfection Seagram's Crown whisky 75 Refreshment Refined Carling Chrome beer 76 Say it with Roses Roses boxed chocolates 77 Say Seagram's and be sure Seagram's whisky 78 Scream for cream Fresh Dairy Cream cream 79 See the pounds go with Sego Sego slimming drink 80 Shouldn't your baby be a Gerber baby? Gerber baby food 81 Sleep sweeter, Bournvita Bournvita beverages 82 Small ones are more juicy Outspan fruits, oranges 83 Small, sark and handsome Hershey chocolate IV NO SLOGANS BRAND NAMES PRODUCTS 84 Snap!Crackle!Pop! Kellogg's Rice Krispies breakfast cereal 85 So Farley's so good Farley's baby foods 86 Sparkling bright and frosty light Tech beer 87 Start your day the Kellogg's way Kellogg's CornFlakes cereal 88 Take tea and see Tea Council tea 89 The beer for good cheer Potosi Brewing Co beer 90 The candy with the hole Life Savers sweets 91 The Coke side of life Coca-cola soft drinks 92 The effect is shattering Smirnoff vodka 93 The flavour of a Quaver is never known to waver Quavers crisps 94 The Freshmaker Mentos Candy 95 The juice is loose Starburst sweets 96 The lighter way to enjoy chocolate Maltesers chocolate 97 The sauce of weekend pleasure HP Foods all products 98 The very best juice for the very best kids Juicy juice juice 99 The Milky Bars are on me Milky Bar chocolate bar (50,60,70,90) Tunes medicated sweets Little Debbie snack cakes 102 Wake up and smell the cash Maxwell coffee 103 We all adore a Kia-Ora Kia-Ora soft drinks Yazoo flavoured milk Klondike Bar early 1990s, 2000s chocolate 106 Win from within Gatorade sports drink 107 You only get an 'oooh' with Typhoo Typhoo tea 108 You'll Wike it too Wike Frarms cheese 109 Your best bet for a fuller flavour Carking Black lager 110 You're not you when you're hungry Snickers chocolate bar 111 You've got to admire their sauce HP Sauce bottled sauces 112 Zip in every sip Viva Cola soft drinks 100 Tunes help you breathe more easily 101 Unwrap a smile 104 What a difference a shake makes 105 What would you for a Klondike Bar? ... investigation into those slogans will hopefully reveal interesting features in language used in slogans in general and food and drink slogans in particular Second, food and drink products play... quite a lot of papers on advertising language, there are only a few studies on linguistic features of slogans such as “An investigation into the style of the English language used in advertising slogans. .. ? ?A descriptive analysis of linguistic features of advertising language used in English slogans for food and drink products? ?? is carried out By conducting this study, the researcher hopes to gain