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 Table 3: The frequency of first person pronoun in APAs and VPAs Table 4: Average count of explicit and implicit messages in APAs and VPAs Table 5: The percentages of direct vs indirect directive and commissive speech acts in VPAs and APAs Table 6: The frequency of “show off” words in VPAs and APAs Table 7: The frequency of first-person pronoun and second-person pronoun in VPAs and APAs 43 Table 8: Distribution of pos VPAs 45 LIST OF FIGURES Figure 1: Model of psycho- cultural linguistics Figure 2: Brown and Levinson’s (1987: 60) model for politeness strategies 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 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 2.1.1 Collectivism versus individualism 2.1.2 Attributes of Individualism and Collectivism 2.1.3 The self-concept 2.1.4 Advertisements and print advertisements vi 2.1.4.1 Definition and Function of Advertising 2.1.4.2 Classification of advertising 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 3.4 Summary CHAPTER 4: FINDINGS AND DISCUSSION 4.1 First person pronoun use 4.2 Communication styles 4.2.1 High and low context communication 4.2.2 Direct and indirect styles 4.2.3 Self- construal: Self-enhancement & self-effacement 4.3 Face and Facework 4.3.1 Self-face concern versus Other-face concern 4.3.2 Negative and positive politeness strategies CHAPTER 5: CONCLUSION 5.1 Recapitulations 5.2 Implications 5.3 Limitations and recommendations for further study REFERENCES APPENDICES Appendix Vietnamese print advertisements Appendix American print advertisements viii 33 public and private universities Responding autonomously to the subtlest and most advanced cyber-attacks, it gives you time to catch up 2.5 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: SDABOCCONI.IT/FTMBA 2.8 Apply now 2.9 All for you 2.10 No resort fee Get a master’s degree for the data age The KPMG Master of Accounting with Data and Analytics Program provides the specialized skills Learn more at www.kpmgmasters.com Enjoy contemporary style, innovative technology, and 2.11 LIII clean, 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Go to advocare.com to learn more 2.40 2.41 Try Atkins 2.42 Buy direct at www.gainbridge.life 2.43 Let Your Home Work For You Table VI : The frequency of “show off” words in in VPAs and APAs Advertisements Vietnamese American 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 Table VIII: Distribution of different types of politeness strategies in VPAs Advetisements 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14 1.15 1.16 1.17 1.18 1.19 1.20 1.21 1.22 1.23 1.24 1.25 1.26 1.27 LX 1.28 1.29 1.30 1.31 1.32 1.33 1.34 1.35 1.36 1.37 1.38 1.39 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 Table IX: Distribution of different types of politeness strategies in APAs Advertise ments Positive politeness 2.1 Make Sure You’re Getting A Guarantee If You’re Not, M Call Schwab Our commitm satisfaction is backed by a you’re not completely satis refund your fee or commis with you to make things righ broker if they follow these ru don’t like their answer, ask a Schwab ( presuppose common groun presupposes something whe that it is mutually taken for g promise; use reciprocal pron Wells Fargo has the financia intellectual capital to help yo your next step We’ll help y future ( promise) 2.2 2.3 2.4 Michigan offers a pipeline o talent that flows from 33 pub universities Whether busine STEAM or skilled trades, M talent they need to succeed (offer) Powered by artificial intellig Antigena fights the most im battles for you Responding to the subtlest and most adva attacks, it gives you time to (offer) 2.5 2.6 2.7 We will take you through a learning experience by intera the MBA Director and Stude discover our International, g MBA (promise) 2.8 2.9 2.10 The KPMG Master of Accou LXIII 2.11 Data and Analytics Program specialized skills needed for driven accounting environm You don’t have to be MICHA to train like Michael Phelps ( give reason) 2.12 2.13 2.14 2.15 2.16 2.17 2.18 Together, we’ll find new wa — despite market uncertaint side-by-side to get it all done ( use reciprocal pronoun , co readers are cooperator) 2.19 While you take care of yours take care of you ( offer) 2.20 Happy hour? More like hap ( raise common ground) 2.21 we offer our patients unriva compassion and the best hop cancer ( offer) 2.22 2.23 2.24 2.25 2.26 2.27 2.28 LXV We will continue to create an products you need ( promise) 2.29 And in the future, we’ll striv suffering from a range of me conditions, such as those of nerves, heart and more we’ll never stop accelerating medicine to help build a stro future for all ( promise) 2.30 2.31 2.32 2.33 2.34 KPMG is committed to deli quality audit We continue t audit quality with innovative and tools (promise) Let's Go Places ( include both writer and rea activity) For out-of-office productiv Lenovo and IT Orchestration ( give reason) Our experts will determine y organization's specific mobi preconfigure devices like the portable Lenovo ( promise) 2.35 You simply set the outcome, with Hitachi's Al, we'll unco possibilities ( use reciprocal pronoun) 2.36 2.37 We offer relief and relaxatio solutions that make life bette every day (offer) 2.38 2.39 2.40 2.41 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 ... 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. .. advertising, as a tool of communication, and it can inject the enthusiasm and soul in the decisive role in advertising 2.1.5 Individualism and collectivism in print advertisements Advertising is... 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