Các biện pháp tu từ trong quảng cáo trên báo tiếng anh

Các biện pháp tu từ trong quảng cáo trên báo tiếng anh Các biện pháp tu từ trong quảng cáo trên báo tiếng anh Các biện pháp tu từ trong quảng cáo trên báo tiếng anh luận văn tốt nghiệp,luận văn thạc sĩ, luận văn cao học, luận văn đại học, luận án tiến sĩ, đồ án tốt nghiệp luận văn tốt nghiệp,luận văn thạc sĩ, luận văn cao học, luận văn đại học, luận án tiến sĩ, đồ án tốt nghiệp

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FALCUTY OF ENGLISH LANGUAGE TEACHER EDUCATION FALCUTY OF LINGUISTICS AND CULTURES OF ENGLISH SPEAKING COUNTRIES GRADUATION PAPER RHETORICAL DEVICES IN ENGLISH PRINT ADVERTISEMENTS SUPERVISOR: Ass Prof Nguyen Xuan Thom, PhD STUDENT: Nguyen Kim Chi YEAR OF ENROLMENT: QH2009 HANOI –May 2013 ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG ĐẠI HỌC NGOẠI NGỮ KHOA SƯ PHẠM TIẾNG ANH KHOA NGÔN NGỮ & VĂN HÓA CÁC NƯỚC NÓI TIẾNG ANH KHÓA LUẬN TỐT NGHIỆP CÁC BIỆN PHÁP TU TỪ TRONG QUẢNG CÁO TRÊN BÁO TIẾNG ANH Giáo viên hướng dẫn : PGS TS Nguyễn Xuân Thơm Sinh viên : Nguyễn Kim Chi Khóa : QH2009 HÀ NỘI – NĂM 2013 ACCEPTANCE I hereby state that I: Nguyen Kim Chi, class QH09.E25, being a candidate for the degree of Bachelor of Arts (TEFL) accept the requirements of the College relating to the retention and use of Bachelor’s Graduation Paper deposited in the library In terms of these conditions, I agree that the origin of my paper deposited in the library should be accessible for the purposes of study and research, in accordance with the normal conditions established by the librarian for the care, loan or reproduction of the paper Signature Date i ACKNOWLEDGEMENT I would like to express my sincerest thanks to all people who supported and inspired me to complete this paper The success of this paper is also attributable to them First and foremost, I would like to express my deep indebtedness towards my venerable supervisor, Associate Professor Nguyen Xuan Thom, PhD for his enthusiasm and dedication, his critical comments and feedback, as well as his continuous encouragement Had it not been for his tremendous support, I would never have been able to complete this graduation paper I would also like to express my sincerest thanks to my family and friends, who are always by my side and unceasingly support me Thanks to their extensive experience and opinions, I did not have to encounter difficulties alone during the completion of this research Furthermore, I would love to extend my profound gratitude to all the teachers who have not only taught but also inspired me during the whole 04 years If it had not been for their diligence and dedication, I would not be what I am today Last but not least, I would like to thank all the readers for their interest in the paper I hope that readers of this would find this helpful, to even the smallest extent ii ABSTRACT A combination of advertising and “artful” rhetorical device has been a non-stop topic Advertisements alone are key factors to guide customers‟ attraction towards the advertised products Many advertisers believe that if rhetorical devices work efficiently in normal writings, it should also work in verbal elements of an advertisement Therefore, this research is an attempt to figure out in detail types of rhetorical device which are applied in slogans of English print advertisements Together with that, the most-used type of rhetorical device is determined in the hope to have an overall idea about the popular trend in rhetoric slogans Lastly, a comparison in terms of effectiveness is carried out between rhetoric slogans and normal ones which use no type of rhetorical device In order to find the answers for these above questions, document analysis among the 05 most popular English magazines (Bloomberg, Wired, Men‟s Health, Cosmopolitan and Home) and questionnaires distributed to 20 participants were utilized, leading to fruitful results Results show that there are 33 out of 52 types of rhetorical device used in more than 400 studied slogans Furthermore, Epithet – according to Harris‟ classification (2005) in his book “A handbook of rhetorical devices”, an extremely assisting rhetoric type – is the most-used one Last but not least, rhetoric slogans are proven to be of greater effectiveness in comparison with those without rhetorical device Since the last question was found out basing on a small-scale survey, the answer to it needs more generalizability, thus requires larger-scale studies Further studies should be of larger scope to increase the validity as well as reliability of the results More discussions are needed within the topic of rhetoric advertising language, as there remain a lot of issues to discover iii TABLE OF CONTENTS Acknowledgements i Abstract ii List of figures and tables iii PART 1: INTRODUCTION 1 Rationale .1 Aim of the research Scope of the study .3 Significance of the study Methodology of the study Organisation of the study PART 2: DEVELOPMENT CHAPTER 1: LITURATURE REVIEW .7 1.1 Advertising .7 1.1.1 Definition of advertising 1.1.2 Classification of advertising 1.1.3 Overview of advertisement and slogan 1.2 Rhetorical device 12 1.2.1 Definition of rhetorical device 12 1.2.2 Types of rhetorical device 12 1.3 Effectiveness 21 CHAPTER 2: RESEARCH METHODOLOG Y 22 2.1 Selection of sample 22 2.1.1 Selection of advertisements .22 iv 2.1.2 Selection of participants .22 2.2 Procedures of data collection .23 2.2.1 Collection of advertisements .23 2.2.2 Collection of participants‟ questionnaires 25 2.3 Procedures of data analysis 27 CHAPTER 3: RESULTS AND DISCUSSION .29 3.1 Results .29 3.1.1 Rhetorical devices used and the most frequently used one in the slogans of English print advertisements 29 3.1.2 The effectiveness of the slogans using rhetorical devices compared to those without rhetorical devices .31 3.2 Discussion .35 3.2.1 Rhetorical devices used in slogans of English advertisements .35 3.2.2 Rhetorical devices not used in slogans of English advertisements .37 3.2.3 The effectiveness of the slogans using rhetorical devices compared to those without rhetorical devices .38 PART 3: CONCLUSION .43 Summary of findings and implications 43 Limitation of the study .44 Suggestions for further study 44 REFERENCE LIST 46 APPENDIX 50 APPENDIX 54 v vi LISTS OF FIGURES AND TABLES List of figures Figure 1.1 Toyota‟s “slogan” List of tables Table 1.1 Differences between a tagline and a slogan (Emelda, 2011) Table 2.1 Slogans selected for the third research question Table 2.2 Meaning of the marks given for each item of the questionnaire Table 3.1 Frequency of rhetorical devices used in slogans of English print advertisements Table 3.2 Average score of Xerox‟s slogan Table 3.3 Average score of British Airway‟s slogan Table 3.4 Average score of Embassy Suites Hotels‟s slogan Table 3.5 Average score of Sage‟s slogan Table 3.6 Average score of SilkUS‟s slogan Table 3.7 Average score of Hair U Wear‟s slogan Table 3.8 Average scores given to slogans on the criterion (1) Table 3.9 Average scores given to slogans on the criterion (2) Table 3.10 Average scores given to slogans on the criterion (3) Table 3.11 Average scores given to slogans on the criterion (4) Table 3.12 Average scores given to slogans on the criterion (5) vii PART 1: INTRODUCTION This initial part presents the rationale, the aims and objectives, the scope, and the significance of the whole paper Most importantly, the research questions are identified to serve as a guideline for the whole research Rationale: In 1956, Steward Henderson Britt said: “Doing business without advertising is like winking at a girl in the dark You know what you are doing, but nobody else does” (cited in Mayfield 2004) Nowadays, advertising remains one of the most important factors deciding the income of one producer Advertising provides producers with a chance to promote their merchandises It has been developing non-stop and changing its forms along with the development of science-technology There used to be oral advertising which sellers exclaimed to introduce their products Then, as people got more advanced, newspapers were invented and also a type of print advertising was born In this 21 st century when people have excelled in science and technology, various types of advertising such as TV commercials have been utilised However, print advertisements, i.e advertisements on magazines and newspapers, remain one of the most popular ways to advertise, as there are 1.9 million people reading newspapers every day, according to Mr O‟Reilly – President of the World Association of Newspapers and CEO of Independent News and Media (cited in Newspaper Circulation 2009) Advertising language was considered to be “of crucial importance” (Vestergaard & Schroder, 1985, p.140), as advertisements should be short and informative enough Therefore, some of the producers have sought for the help of rhetorical devices The combination of advertising and rhetorical devices has attracted the attention of many researchers There have been some studies on the same topic within the University of Languages and International Studies, namely “A study on the use of repetition in Vietnamese TV commercials” (Le, 2012) or “A comparative study on provides the shortest route between you and dim sum 237 Turn up the volume Turn on the shine Conair Infiniti Pro Conair Playboy Vicks Spin air brush Vip Vicks DayQuil 238 Get turned on 239 Press to play 240 Don‟t let a cold take away Dress up mommy Herbal essences Honey, I‟m strong collection Geico Astroglide X Prmium Silicone Lubricant 241 Strong enough to rock any style 242 Save with Geico 243 Be open to fun Be open to explore Geico Astroglide Parallelism Repetition Consonance Rhyme Parallelism Repetition Be open November 2012 244 Your hottest accessory is also your smartest 245 From meek To chic Hyperbole Rhyme Dart II 246 We didn‟t tweak last year‟s We invented this year‟s Parallelism Repetition Antanagoge Color design infinite 24H Color Sensational Lip color 247 Beyond longwear 248 So lush so Hyperbole Repetition Sabre Red Personal Safety Spray Hair u wear Tru2Life Podge Lancôme Maybelline New York 76 Rhyme Kate L‟oréal Paris Yves Saint Laurent Popchips The iconic fall collection Infallible 24HR Eye Shadow Voluminous Smoldering Eyeliner Baby lips moisturizing lip balm L‟Homme Libre Original potato Splat Riders by Lee Secret Rebellious Colors Slender Stretch denim Clinal strength Armitron Essie Armirton Winter collection 2012 Maybelline New York Dream Nude Airfoam Maybelline New York Dream Bouncy Blush Covergirl Covergirl New Clump crusher Outlast stay brilliant nail gloss Lash Blast Volume Skin renew dark spot overnight peel Raspberry lemonade Maybelline New York Covergirl Garnier Crystal light 77 irresistible it‟s sensational 249 All about colour! 250 “This look smokin‟.” – Laetitia Casta 251 Kiss dull lips goodbye 252 Break free 253 Nothing fake about „em 254 The power of color 255 Instantly slims you 256 Stress stinks – are you prepared? 257 Make time for life 258 “A leading lady is always dressed to thrill.” – Essie 259 A revolutionary sensation – foam! 260 It‟s a blush revolution! 261 Blast your volume! 262 Dare to go topless 263 Volume superstar! 264 Now fight spots while you sleep 265 Cop at the bar wants to cuff you He‟s off Pun Rhetorical question Pun Consonance Epithet Personification Men’s health November 2012 Nivea Nivea for men body washes Iams Ludens Iams Ludens Wrigley‟s Crest Gum Micro pack 3D White Kia Optima Breitling Chronomat Citi Bank Citi ThankYou Points Forevermark The center of my universe 78 duty 266 Enjoy his skin as much as he enjoys yours 267 I am not a vegetarian 268 Soothes everyday throat irritation 269 Pocket ready 270 Yellow is in this season but not for your teeth If you‟re not whitening you‟re yellowing 271 Re-redefining the midsize sedan 272 “When your mission is to fly at 500 mph less than seven feet from other team aircraft, you only trust the chronometric precision of the world‟s best chronograph.” – Fédéric Schwebel 273 We used our ThankYou Points to go for a ride in the park 274 The diamond The promise Repetition Simile Pun Understatement Parallelism Planters Planters Nut-trition banana Granola Nut Peanut Butter Lexus ES Kohl‟s James Bond 007 Seiko Seiko John Varvatos Artisan Vicks DayQuil NyQuil Dr Scholl‟s Active Series Swiss Army Premier Protein Victorinox Swiss Army Premier Protein Toyota Camry effect Centrum Centrum Flavor Burst 79 275 The most daring peanut butter ever attempted 276 Introducing a reason to look twice 277 Dangerously sophisticated 278 Dedicated to perfection 279 The past and the future Artfully interwoven 280 “On the road in the NFL, there are no sick days or nights.” – Drew Brees 281 The new insole with triple zone protection so when you hit the treadmill, it won‟t hit back 282 Companion for life 283 Healthy protein can be tough to get when you need it 284 Of course we‟d say that Camry is one heck of a drive But what real owners think? 285 Who says Multivitamins have to taste like multivitamins? Hyperbole Personification Epithet Repetition Jockey Slim fit underwear 286 Sweating the details Dry in jockey Rogaine Rogaine Subaru WRX STL 287 “My hair was thinning Now I have more.” – Bill Rancic 288 Purrs Like an alley cat Tissot Racing –touch Prilosec Prilosec OTC Wildberry Eukanuba Eukanuba GNC Mega men Sport Lee Lee Samonite Tech locker Gillette Odor Shield Kellogg‟s Mini wheats cereal BSN N.O.-XPLODE 2.0 80 289 Performance at your fingertips 290 Life, liberty and the pursuit of flavor It‟s your American right 291 For health benefits you can see and those that you can‟t 292 Vitamin programs as unique as you 293 Guys don‟t wear jeans to get noticed (that‟s just a bonus) That‟s why guys get Lee 294 Organize your digital life 295 Feel like you worked out Smell like you didn‟t 296 A big breakfast in a little biscuit 297 Limitation is motivation Pun Simile Zeugma Consonance Simile Epithet Parallelism Simile Oxymoron Epithet Rhyme Jorggray Gillette Jorggray Mach3 The Safeway Foundation Stand Up to Cancer Citizen Eco-Drive World Chronograph A-T 298 Define your time 299 Lasts 2x longer than a disposable 300 Together, we‟re creating a brighter tomorrow 301 Be precise Be powerful Be unstoppable December 2012 Azzaro Joop! Homme Wild Chrome Joop! Homme Wild 302 Live to inspire 303 Bad feels so good Asics Gel-Kayano 19 Swisse Swisse Ultiboost Liver Detox ORIS Oris artix GT chronograph Opel Opel Insignia Ball Ball Watch Rediscovered Rediscovered 304 Made to support your every step 305 “At the end of a great night spare a thought for tomorrow.” – Geoff Huegill 306 Real watches for real people 307 Australia, you don‟t know what you‟ve been missing 308 “Accuracy is everything when you command undersea military operations.” – Navy Experimental Diving Unit 309 The true taste of 81 Metaphor Rhyme Parallelism Repetition Consonance Oxymoron Repetition Epithet Personification Metonymy Hypotaxis Epithet lemon, lime and bitters Choose your adventure If you doubt yourself, wear something else Timing for champions Fuelling every run A scent for a new day It‟s naturally better Too good to put down Look, feel, function at your best! For all of us who dare to the unthinkable Add a little macro to your day Let your body drive Whatever your sport, Magellan has you covered Can‟t tone it? Then tan it! Being your best Pick up the light option & Drop the weight Garmin Garmin 310 AussieBum.com AussieBum.com 311 Edox Gatorade Ermenegildo Zegna Vitasoy BBQ puddy Health Essentials 312 313 314 315 316 317 Asus Edox Gatorade Ermenegildo Zegna Vitasoy BBQ puddy Maqui Berry Active Happy Feet Detox Patches Taichi Macro Macro 319 Peugeot Magellan Peugeot 208 Magellan GPS 320 321 Skinny Tan Ab shader 322 Natio Sirena Maximum Tuna 323 324 BSC BSC Vitamix Vitamis 325 To be inspired is great To inspire is incredible 326 Unleash the energy in 82 318 Zeugma Scesis Onomaton Rhyme Rhyme Asyndeton Pun Personification Hypophora Consonance Hyperbole Parallelism Oxymoron Pun Epithet Parallelism Parataxis June 2012 SIL athletics BMW SIL athletics BMW X1 Ice watch Tissot Ice watch PRS 516 Paul Mitchell M Mitch Breitling Breitling Navitimer Under Armour Under Armour Lab series Light Moisture Lotion your food 327 A true amphibian 328 Change the way you move 329 Change You can 330 In touch with your time 331 Style isn‟t born It‟s groomed 332 “A man passionate about aviation and fine mechanisms only shares his flights with the ultimate chronograph legend.” – John Travolta 333 Cam Newton doesn‟t wear underwear He wears the UA boxerjock 334 High tech High performance Epithet Parataxis Parataxis Parallelism Epithet Skincare for men Only Samsung Smart Camera Saucony Chase Kinvara Chase Freedom Plus 83 335 Brilliant photos Instant sharing Now that‟s smart 336 Find your strong 337 Get your cash back Parallelism Epithet Chevrolet Chevy Silverado Half-ton Citi Bank Citi ThankYou Points Raymond weil Geneve Embassy suites hotels Embassy suites hotels Miller brewing Miller64 Eas EAS recovery protein powder Hilton Hhonors Hilton Hhonors Bose Bose OE2 audio headphones 338 Make molehills out of mountains 339 Danell makes flying through the air look easy And with Citi ThankYou Points, it is 340 Independence is a state of mind 341 The more more you have the more you have to have more 342 Brewed for the better you 343 Science goes in Muscle comes out 344 Have you best round ever, whatever your score 345 Better sound Whenever Wherever Subaru StateFarm Vasque Impreza State Farm Taku GTX Kumho Tires Kumho Tires Crizal Crizal No-Glare lens 84 346 Small world 347 Get to a better State 348 Tread lightly And grippily 349 Perseverance Performance Pride 350 With Crizal No-Glare Metaphor Asyndeton Repetition Consonance Parallelism Antithesis Personification Parataxis Parallelism Epithet Consonance Pun Zeugma Parallelism Consonance Zeugma Gillette Gillette 351 Budweider GNC 352 353 Vitabiotics Select 55 GNC triple Strength Fish Oil 1240 Kizashi GoPro HD HERO2 Outdoor Edition wide-angle helmet cam Vitabiotics Neptune Home Neptune Home 357 Redbush Tea Company Saxon Its support to Born Free Neville Johnson Neville Johnson 358 Help us preserve a vanishing way of life 359 Choose from our extensive range of beautiful Chesterfield styles 360 Transform your existing staircase with Suzuki REI Home March 2012 lenses, neither dust nor dirt can keep you from the clearest vision possible Great thing can come out of sweat Don‟t let odor stop you Enjoy living lighter (potent) for benefits from head to toe Pray for curves Gear that lets you live in the moment Over and over again For every woman there‟s Vitabiotics Have you heard “I love my new washstand, it‟s perfect! I was especially impressed with your service” – Mary, Chester Saxon leather 85 354 355 356 Hyperbole Consonance Consonance Repetition Hyperbole Aposiopesis Parataxis Epithet Epithet Zeugma Repetition Everhot Everhot cooker The Hoarde The Hoarde Olney Oriental Carpets Rugs Cats Protection Cats protection The Sleep room Springvale Bed, blankets, Chest of drawers, Lamp, Linen Dainty Nightdress Pretty Kimono Snug Zip Gown Leather Furniture Thomas Lloyd Leather upholstery WillowBrook Riser recliners Bladder and Bowel Foundation A patient awareness campaign David Nieper 86 no mess, no fuss and no building work 361 The cooker designed by a food lover 362 Love Vintage, then you will love The Hoarde It gets better, we sell Retro and Decoratives as well 363 Rugs rugs rugs & even more rugs 364 Adopt with confidence 365 From www to zzz Rhyme Zeugma Repetition Onomatopoeia 366 Pure Cotton Softness 367 The possibilities are endless 368 Handmade by Craftsmen nothing made by shopkeepers 369 Experience Willowbrook comfort in your own home 370 Finding it hard to think about anything else? Antithesis Pleonasm Rhetorical question Albion Baths Countryman John Curtains and blinds Homesitters Homesitters Scumble Goosie Tables Chairs Beds Paneling Chests Wardrobes Bookcases Bathrooms West one bathrooms ltd Clive Christian Furniture Sanderson Savoir beds Sanderson fabrics and wallpapers Savoir beds Farrow & Ball Unmatched Mercedes-Benz L‟oréal Paris The new B-Class Age perfect intensive renourish Mark Wilkinson Mark Wilkinson 87 371 Now you can live in first class luxury 372 Admire wildlife at your windowsand on your walls with our window blinds &wall tiles 373 We stay when you‟re away 374 Extraordinary name Extraordinary furniture Hyperbole 375 Destined to create the world‟s most beautiful bathrooms 376 Furniture for luxury homes of the world 377 Colour for living Hyperbole 378 Spend a third of your life in first class 379 Getting the wrong colours can be emotional 380 Look smart Is 381 “Beauty sleep” in a jar 382 The finestfurniture of our time Zeugma Repetition Rhyme Parallelism Repetition Epithet Allusion Hyperbole Ripples Bathrooms by Ripples 383 You imagine it We design it Howdens Joinery Co Howdens National Trust Conservatory furniture, lighting and accessories Neptune Home Kitchen Living Bedroom Bathroom Garden Dining 384 The perfect kitchen recipe 385 For the finest conservatories, orangeries and rooflights 386 Have you heard “Beautiful and strong yet fine and elegant I‟m so impressed with the whole Neptune brand” – Harriet, Marlow Westbury Garden rooms Morso S range Brita Brita Quick step Quick step floor Geberit Geberti AquaClean 8000plus 88 387 The future your home deserves 388 Fuel efficient stoves Pure Scandinavian design 389 Brita filtered water always at your fingertips 390 Discover a world you‟d love to live in 391 Feel clean and fresh with Geberit Epithet Consonance Parallelism Repetition Parataxis Epithet Hyperbole Zeugma Hyperbole Aposiopesis Epithet Personification Zeugma Breckenridge Breckenridge Bensons for beds Sofa.com Willoughby Bensons for beds Sofa.com Bespoke conservatories, orangeries and garden rooms Garden frames Agriframes ID modern stairparts Dimplex September 2012 Swiveluk ID modern stairparts Dimplex Courchevel electric stove Swiveluk Saxon Lovely sofas Shutterly Fabulous Shutters Churchill‟s cabinets Radiator Cabinets NIVE Quooker Rolex Smeg NIBE F1145/F1245 ground source NIBE F370 exhaust air NIBE F2015 air/water NBE FP215 solar panel Quooker The lady-date just Smeg Jim Lawrence Lighting 89 AquaClean 392 Simply stunning 393 Hugger 394 Comfy notcostly 395 More room to live 396 Guaranteed for generations 397 Love your staircase 398 Country chic you just plug in! 399 For all the best modern classic reproductions 400 Sofas so Lovely 401 Shutters that don‟t cost the earth 402 Conceal your radiators beautifully 403 Your choice for quality and efficiency 404 Quooker is quicker 405 Live for greatness 406 Technology with style 407 British craftsmanship Oxymoron Consonance Litotes Oxymoron Consonance Rhyme Zeugma Consonance The hidden jem Curtain poles Soft furnishings Furniture Ironwork Bedroom Property Matters Restoration Osmo Polyx Oil The National Federation of Occupational Pensioners Great Rail Journeys Provides support, advice and information to its member Ola Creamery Brotherwood A brand new you The Trans-American Rail Tour Bespoke solid wood freestanding kitchen furniture Brotherwood Automobility Limited A brand new you 90 at its best 408 Home ofbeautiful gifts and interiors 409 Bringing the past to the present 410 Osmo‟s PolyxOil Rapid, complete treatment in just one day! 411 Prioritise enjoyment in retirement Zeugma Epithet Metaphor Consonance Rhyme 412 The journey is just the start of the adventure 413 Timeless 414 Town or country – travel first class 415 Inspiration for finding your perfectdestination Antithesis Hyperbole Hyperbole Rhyme ... ĐẠI HỌC NGOẠI NGỮ KHOA SƯ PHẠM TIẾNG ANH KHOA NGÔN NGỮ & VĂN HÓA CÁC NƯỚC NÓI TIẾNG ANH KHÓA LUẬN TỐT NGHIỆP CÁC BIỆN PHÁP TU TỪ TRONG QUẢNG CÁO TRÊN BÁO TIẾNG ANH Giáo viên hướng dẫn : PGS TS... the study .3 Significance of the study Methodology of the study Organisation of the study PART 2: DEVELOPMENT CHAPTER 1: LITURATURE... studies on the same topic within the University of Languages and International Studies, namely “A study on the use of repetition in Vietnamese TV commercials” (Le, 2012) or “A comparative study