Nghiên cứu so sánh giữa ngôn ngữ quảng cáo truyền hình tiếng anh và tiếng việt

Nghiên cứu so sánh giữa ngôn ngữ quảng cáo truyền hình tiếng anh và tiếng việt Nghiên cứu so sánh giữa ngôn ngữ quảng cáo truyền hình tiếng anh và tiếng việt Nghiên cứu so sánh giữa ngôn ngữ quảng cáo truyền hình tiếng anh và tiếng việt 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

ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG ĐẠI HỌC NGOẠI NGỮ KHOA TIẾNG ANH SƯ PHẠM KHOÁ LUẬN TỐT NGHIỆP NGHIÊN CỨU SO SÁNH GIỮA NGÔN NGỮ QUẢNG CÁO TRUYỀN HÌNH TIẾNG ANH VÀ TIẾNG VIỆT Giáo viên hướng dẫn: Nguyễn Xuân Thơm Sinh viên: Trần Thái An Khoá: 2008 - 2012 HÀ NỘI – NĂM 2012 ACCEPTANCE PAGE I hereby state that I: Trần Thái An, Group 08.E20 K42, being a candidate for the degree of Bachelor of Arts (TEFL) accept the requirements of the College relating to the retention of the 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 and reproduction of the paper Signature Date ACKNOWLEDGEMENTS To complete this graduation paper, I owe profound indebtedness tomany people for their enthusiastic help during the conduct of my research.Firstly, I would like to give my sincere thanks to my supervisor Prof Nguyen Xuan Thom, PhD for his invaluable support, helpful guidance and considerable encouragement, which plays very important parts in the completion of this paper Secondly, I would love to express my gratitude to the teachers of CLC group for the valuable lessons on academic writing and research methodology which are the guidance when I conducted the research paper Also, I owe a great debt of gratitude to my parents and my friends,who have constantly encouraged me during the time when I conducted myresearch paper.Last but not least, I wouldlike to thank my readers for their interestsand comments on this study i ABSTRACT Nowadays, under the influence of the explosive growth of products and services production, business and enterprises are under great pressure of highly competitive business environment Simultaneously, the development speed of mass media is significant By the way, manufacturers and services providers make the most of mass media at the aim of competing with other opponents in terms of introducing and advertising their products and services to customers and clients It can be clearly seen as advertisement ii TABLE OF CONTENTS ACCEPTANCE PAGE……………………………………………………………… ACKNOWLEDGEMENT…………………………………………………………… i ABSTRACT……………………………………………………………………………ii TABLE OF CONTENTS…………………………………………………………… iii LIST OF ABBREVIATIONS vi Ad: Advertisement vi Ads: Advertisements vi TV: Television vi CHAPTER I: INTRODUCTION Rationale 1 Aims of the study Significance of the study Research questions Methods of the study CHAPTER 2: LITERATURE REVIEW 2.1 An overview of advetising and TV brand advertising 2.1.1 Definition of advertising 2.1.2 The Principle of Advertisement 2.1.3 Types of advertising 2.1.4 Impacts of advertising 12 2.1.4.1 Economic impacts 12 2.1.4.2 Social impacts 16 2.1.4.3 Political impacts .18 2.1.5 Classification of advertising 19 2.1.5.1 Function-based classification .19 2.1.5.2 Region-based Classification .20 2.1.5.3 Targeted market-based classification .21 2.1.5.4 Company demand-based classification 22 iii 2.1.5.5 Desired responses-based classification 23 2.1.5.6 Media-based classification .23 2.2 Definition of TV brand advertising 24 2.3 The use of Vietnamese and English language in TV advertising and its efficiency 25 2.3.1 Weaknesses of using aspects of languages in TV Ads 25 2.3.1.1 Lengthiness and unimpressiveness .25 2.3.1.2 Culturedness – aestheticism 27 2.3.1.3 Copy, hackneyed cliché .27 2.3.1.4 Overuse of exaggeration 28 CHAPTER 3: RESEARCH METHODOLOGY .30 3.1 Introduction .30 3.2 Research method 30 3.3 Selection of subject: 31 3.4 Procedures of data collection 32 3.5 Procedures of data analysis 34 3.6 Summary 35 CHAPTER 4: RESULTS AND FINDINGS 35 4.1 Introduction .35 4.2 Findings .36 4.2.1 Comparison between strengths and weaknesses of English and Vietnamese TV Ads 36 4.2.1.1 Lengthiness and impressiveness 36 4.2.1.2 Culturedness and aestheticism .38 4.2.2 Remaining Weaknesses of both languages TV Ads 40 4.2.2.1 Hackneyed cliché 40 4.2.2.2 Overuse of exaggeration 40 CHAPTER 5: CONCLUSION 42 5.1 Summary 42 5.2 Limitations 42 5.3 Suggestions for further research 43 REFERENCES……………………………………………………………………… 44 iv v LIST OF ABBREVIATIONS Ad: Advertisement Ads: Advertisements TV: Television vi CHAPTER I: INTRODUCTION Rationale In a world full of products and services, customers and clients are overwhelmed with advertisements in which the implicit purposes by producers are represented with a view to persuade more people to pay for their products and services One of major and popular types of advertisement that attracts statistically the largest number of audiences as well as brings back the best effectiveness of all is TV brand advertising Thanks to TV brand advertising, consumers and clients can easily take the necessary information about products and services and decide to choose what to pay for Conversely, producers can introduce their products and services to consumers and clients, by that they persuade customers and clients to use their products and services Undoubtedly, TV brand advertising has a two-way efficiency Therefore, it must certainly contain secrets For that reason, linguistically, this study is going to partly ―reveal‖ that secret by analyzing language used in TV ad As the maker of this study is a English language learner, so the study will focus on English and Vietnamese Through analyzing ―secrets‖ of TV advertising language of the two languages, the study will make comparison between the two so that readers can have a better understanding of this document Aims of the study The study deals with the employment of languages in TV advertising This work is going to approach good and not good aspects, what advertisers achieved and not achieved through using language in advertising It will exploit directly advertising language in Vietnamese and English To find out the comparison and + Testing hypothesis of message characteristics + Comparing advertising content to the fact + Finding linguistic aspects put upon + Establish a starting point for studies of media effects The reason for choosing this method is due to the fact that the particularity of this research laid on Vietnamese and English TV Ads to find out aspects of languages applied by advertisers for advertising effects Besides, I offer consultancy from experts or persons with experience in this field such as marketing, advertising Also, I get help from friends, relatives, etc 3.3 Selection of subject: Since the tool for this research to be carried out is observational method, therefore TV Ads in Vietnamese and English are chosen as many as possible to become the subjects for data and analysis TV Ads samples which are selected must fulfill some conditions such as: + Sample TV Ads must be updated That is to say, selected advertisements are ranged from 2007 to 2012 + Those must be original Ads (Vietnamese and English) to be sure that the languages used in them are authenticate and reliable + Those must be official Vietnamese and English advertisements in which elements of languages are exploited for commercial advantage + Any non-commercial or duplicated advertisements are excluded for the sake of succinctness and unnecessary lengthy content 31 3.4 Procedures of data collection To collect a ―rich‖ data store with diversified samples, I searched for them from as many sources as possible Mainly, I took TV Ads from official websites of the products for original advertisements It is easier for me to fulfill my Vietnamese samples store due to the rich of Vietnamese TV channels It is unavoidable for me to encounter difficulties in picking up English language advertisements It is sheer impossible to download some English Ads version as they are not broadcasted on Vietnamese TV channels, even cable TV However, thanks to the helps of my friends and teachers, I thankfully got quite a lot of useful samples I offer helps from my foreign friends or some abroad-for-learning mates in UK or in Australia With the help of technology, software such as IDM (Internet Download Manager) – the fastest online download software at the moment, TV add-ons (multi-channels TV software for watching many TV channel all over the world), I seemingly face no difficulties in downloading TV Ads As stated, the major problem is to find out sources and choose between them for the sake of originality It is not difficult for me to grasp Vietnamese Ads by the large number of Vietnamese TV channels with ―too many‖ TV Ads which are broadcasted with a high frequency all the time In other words, the collection of my TV Ads which is used in this research was taken as the following stages: Stage 1: ―where to take from?‖ Firstly, I must identify a list of available websites that I am able to get samples and I should take from there as well Moreover, those samples must be qualified enough to meet the four criteria as I mentioned above: updated, original, official and commercial Follow this direction, I narrow down lists of channels, especially Vietnames e channels It is not difficult to find Vietnamese channels with advertisements of those criteria I can list out here some typical Vietnamese channels with commercial TV Ads 32 such as VTV1, VTV3, VTC1, VTC3, VTC7, HTV1, HANOI TV1 or cable TV as VCTV1, VCTV3, etc Those channels did not accidentally become my choice, into my selection I selected them as they were considered most popular channels for commercial broadcasted nationwide in diversified contents as news, game shows, sports, films, etc Next, I searched for available English channels on Vietnam cable TV Though it is limited, I kept searching and found some as CNN, HBO, CINEMAX, ESPN, STAR MOVIES, etc Because of its limitation, I had to seek more such kind of channels to diversify my sample collection Then I found another abundant resource of TV Ads That was popular online videos sharing websites such as youtube.com, metacafe.com, google.com/videos, etc in which a great number of TV Ads are shared and uploaded here Moreover, videos are updated day by day, even hour by hour It is easy for me to access these websites freely and with the aid of download soft-wares such as Internet Download Manager, Orbit Downloader; I enrich my collection of samples Additionally, the ceaselessly helpful aid from my foreign and abroad mates contributes a large part in the English TV Ads collection Stage 2: What to take? After having a quite big collection of TV Ads, I must select out adequate samples that meet the requirements of my research problems The criteria of samples to be picked out of all are, as I mentioned earlier, purpose, length, update, originality It takes quite a long time for me to collect and then choose appropriate samples Therefore, I had to start from middle of December when I was going to hand in my thesis title It troubles me a lot at the beginning when I was identifying the direction of carrying out this research At the time, what I had done was just collect samples in both languages as many as possible without caring about the content In other words, at first I considered ―quantity‖ in stead of ―quality‖ Then when the ―quantity‖ was 33 big enough, quality was taken into consideration Also, it was because after found enough samples, I figured out a clear direction for answering my research questions that helped me opt out what I really need amongst all The number of samples in both languages in the initial collection before refined was 124 TV Ads in which 70 were Vietnamese TV Ads and 54 were English ones However, because of the demanded criteria, a number of samples in these were excluded Besides, to ensure the originality, I did need the affirmation of some English version of advertisements through checking online or calling my abroad, foreign friends for helps Finally, I had got a collection of totally 108 samples including 58 Vietnamese TV Ads and 50 English ones 3.5 Procedures of data analysis After completed sample collection, I started analyzing them following the intended method which is content analysis I analyzed those samples in a systematical way through both statistical and interpretive methods which ensured the readability and reliability of the research The linguistic aspects applied in those 108 TV Ads were grouped and classified to totally make a picture of comparison amongst weaknesses of those ads I counted the weaknesses of ads applied linguistics aspects and encode them with numbers: Lengthiness and unimpressiveness Culturedness and aestheticism Copy, hackneyed cliché Overuse of exaggeration Besides, there are languages that applied in advertisements under forms of not words but images, sounds that will be mentioned here in this research paper The data 34 collected then will be organized into tables, charts to facilitate the synthesis and analysis 3.6 Summary Generally, the chapter has justified the methodology used in this chapter by clarifying the following respects: - The identification of criteria to intended TV Ads that fulfill the requirements of research problem - The process of collecting and grouping sample collection of Vietnamese and English TV Ads - The process of data analysis CHAPTER 4: RESULTS AND FINDINGS 4.1 Introduction This chapter aims at presenting findings and achievements of the research After all processes, procedures, analysis were done, research problems were answered 35 Specifically, aspects of Vietnamese and English language applied in TV Ads, weaknesses of those applying will be represented here in this chapter Furthermore, I would like to give further suggestions, to raise more questions for advertisers in their usage of language aspects Also, I would love to partly give contribution to answer questions for research problems of researches of the same kind which I mention in previous chapters 4.2 Findings From process of data analysis, there are interesting findings in the strengths and weaknesses of linguistic aspects applied in English and Vietnamese TV Ads 4.2.1 Comparison between strengths and weaknesses of English and Vietnamese TV Ads 4.2.1.1 Lengthiness and impressiveness Through the data analysis process of 58 Vietnamese TV Ads and 50 English ones, it can be concluded that, to a certain extent, Vietnamese TV Ads have problems in terms of length and impressiveness Seemingly, advertisers find it hard to cut short words in the content of Vietnamese TV Ads As analyzed in chapter II, some Vietnamese TV Ads such as Number beverage or Dove shampoo, there are 38 words (in Number beverage Ads) in which 90% of such number of words is inappropriate and bear no relation to the products: ―She is young She is student She loves sport She loves shopping She loves to be with friends Like you, she drinks Coca cola Number 1” Or Dove shampoo advertisement, there are totally even up to 81 words which are only a ―story telling‖ by an user of Dove, nothing more than that: “after flights, my hairs often become a mess Then I shampoo with Dove for only days I rub it on my hand, it turns into foam and I rub it on my head After shampooing, I feel my hair soft and smooth My boyfriend always strokes my hairs from front to behind like this I love such moment as I feel being loved” It seems that Vietnamese TV Ads troubles a lot in 36 terms of length There are too many unnecessary, redundant and inappropriate words which bear no relation to the products or its function On the other hand, that results in more expense since the TV Ads price is so expensive (as I mentioned earlier) Even, sometimes the speed of those huge load of information is so fast that viewers can hardly catch the information The matter is not only about the length but also the impressiveness Beside the lengthiness with unnecessary information which frequently annoy viewers, those TV Ads often mention personal experience Such individuality is found hardly to get the persuasion effect from viewers Especially, lots of times, those ads are expressed by very awkward sounds: bad tone, terrible intonation, hard voice, etc which lead to the offensive feeling in audience Typically for this offense, a recent TV Ad, which was dramatically criticized for its annoying ―sounds, has been for brand name Kangaroo water filter machine The ad was: ―Kangaroo, máy lọc nước hàng đầu Việt Nam” (Kangaroo, the top quality water filter machine of Vietnam) The content of the Ad was short and succinct enough However, the form of advertising was totally terrible when it strikes three times continuously in a sudden way with very loud and hard voice Against the above problem, in this case, there are too few information about the products (nearly no information) Then it rises here the problem of cutting short Ads Conversely, English language TV Ads seem to get no troubles with length and impressiveness TV Ads in English often give customers and clients necessary information about products or services in a clear and melodious way Information are clearly imparted to viewers together with the message from manufacturers through a convenient way with function of products that people are looking for Especially, the ending parts are often polished carefully, refined deliberately Therefore, they are very impressive and engraved deeply into viewers‘ memory Both long and short English TV Ads get this point For instance in a quite long Ad of Lux shower cream: ―step into a special world of Lux…a world full of flower scent, with your own moment…an 37 attractive fair complexion…Lux new – my secret of beauty and yours also” We can see here the very elite and tasteful ending ―my secret of beauty and yours also” Then, even the number of words is not so small, the ending makes it a very professional Ad which does not annoy people and bring back advertising effectiveness Or we can also find good samples of short Ads with brief meaningful words such as: “Just it!” (Nike sportswear) – an urge to youth to find ambition and passion in everything that they “Double Rich – unforgettable impression” (Double Rich shampoo) - short and simple but impressive and memorable words “finger licking good” (KFC) – just like a slang but special enough to appeal people‘s curiosity Through those samples, we can see the implicit way of expressing ideas as well as the strength in terms of length and impressiveness in English language TV Ads which are more impressive and persuasive Also, we find out the limits in Vietnamese ones 4.2.1.2 Culturedness and aestheticism Culturedness and aestheticism are other shortcomings of Vietnamese TV Ads There are Vietnamese TV Ads in which bad sentences or words are included Some typical examples were analyzed in the previous chapter such as: ―sờ thử coi! (just touch it!) in Dove shower cream, “thai (Tide)” Tide washing powder There are other examples of this kind An advertisement of Cool Air chewing gum: “Được bao lâu? – chừng vài phút; khoảng phút; phút, xong (how long? – about some minutes; three minutes; minutes, done!”.) Hardly can anyone hear these words and connect it to the product which is chewing gum Such words not only bear no relation to the characteristics or function of chewing gum but also mislead people into evil thinking (something relates 38 to sex) This ambiguous way of expression easily raises in the viewers bad thoughts Maybe intentionally, this was put into the content by advertisers for some secret reasons Whatever those reasons are, this ad does not meet the requirement of culturedness It is the matter culturedness The following TV Ads violates the aestheticism In Vinacafe white coffee: “Bài hát thật hay, cà phê sữa Vinacafe ngon nhiều (the song is sweet but white coffee Vinacafe is much tastier) Clearly, there is a bad simile here when the sweetness of a song is compared to the taste of coffee One belongs to tasting and the other belongs to hearing Especially, in many advertisements, there are ―songs‖ composed to ―force‖ information of products into Unreluctantly, words of those songs are terribly offence to music since it has no art value It is worse when those so-called ―songs‖ seriously distort Vietnamese For example, in an Ad of Kotex White sanitary napkin: ―tôi muốn vô tư bạn bè khắp nơi…ơi, muốn vui cười, mà thấy khó ghê…ế ế, khơng an tồn… hư hư hớ hứ… (I want to be free going with friends to everywhere…and I want to smile, but I feel it hard and unsafe… ) In terms of aestheticism, English TV Ads seem to be simpler and therefore they better avoid the violation of aestheticism For example, the simile is simple but meaningful: “Sleeping on a Seely is like sleeping on a cloud (Seely mattresses) Or songs integrated into English TV Ads are often a real song instead of ―selfmade‖ songs “Listen to the rhythm of the falling rain…Listen to the rhythm of the falling rain Telling me just what a fool I've been I wish that it would go and let me cry in vain And let me be alone again…‖ (Song ―Rhythm of the rain‖ in Double Mint chewing gum Ad) 39 Again, in the respect of culturedness and aestheticism, English TV Ads look to be better than Vietnamese ones 4.2.2 Remaining Weaknesses of both languages TV Ads 4.2.2.1 Hackneyed cliché Though the content of ads maybe different, the form and organization are about the same We can easily catch this similarity in both English and Vietnamese TV Ads The more frequent form is personal experience exchange dialogues of using products In a Vietnam TV Ad of taeniacide Quả núi: “- Em định tấy giun cho cháu Hà, chưa biết chọn loại (I intend to worm my son, Ha, but I don’t know what to choose) - Hãy dung thuốc tẩy giun núi xem Cháu nhà dùn thuốc giun Quả núi, ăn khỏe béo hẳn Có thể dùng cho người lớn (Just try taeniacide Qua nui I chose it for my son and he is now a big eater and becomes chubbier This taenicide can also be used for adult) - Vậy em dùng cho nhà” (Ok Then I will choose this for my family) Or we can also find this form in an English Ad of Omo detergent powder by Unilever in Australia in which they quote the personal experience of using OMO by Mrs H.Coleman ( link: http://www.youtube.com/watch?v=PyuVbed5E9E) 4.2.2.2 Overuse of exaggeration For the ultimate purpose of advertisement: maximize the sale, it is necessary to use exaggeration in the content of Ads Psychologically, it is ad-hominem strategy to appeal more attention from audience because people always tend to the true, the good and the beautiful Consequently, using words or phrases of maximization in advertisement naturally appeal more audience 40 Frequent used words which are extreme comparison directly or in directly are: in Vietnamese: hàng đầu, số 1, nhất, siêu việt… or in English: unique, only, top, super, etc We can find this in a large number of TV Ads such as in Colgate toothpaste: ―unique toothpaste with the best protection in the longest time” or in beauty cream Hazeline ad in Vietnam: - ―mình vừa chụp ảnh Hương (I have just taken a photo of Huong) - Ai? Hương hả? cậu có biết biệt danh khơng? “Hắc nương” (Who? Huong? Do you know what her nickname is? “Black girl”) - Hương xuất (Huong coming) - Đừng gọi cô “Hắc cô nương” nghe “bạch cô nương”đấy (from now on, please not call her “black girl”, she is now “white girl”) It is such a ridiculous thing to advertise a kind of beauty cream that change a person‘s complexion from black to white (It is just like in the fairy tale) Evidently, there are the overuse of exaggeration here Some other advertisements that I mention earlier of water filter machine Kangaroo: ―Kangaroo, máy lọc nước hàng đầu Việt Nam” (Kangaroo, the top qualiy water filter of Vietnam) Tide – bột giặt số Mỹ (Tide – the 1st brand of detergent powder in America) (Tide commercial) Advertisers just state that on the basis of nothing That can never persuade intelligent consumers nowadays and even lose their belief into the products as they use the products 41 CHAPTER 5: CONCLUSION 5.1 Summary In short, this graduation paper performs as a fairly comprehensive study on the languages used in TV brand advertising The process of collecting, analyzing data including 100 English and Vietnamese TV commercials has partly revealed the answer for research questions With the method of observational research method, with the help of content analysis way, the answers, to a certain extent, gave contribution to advertisement improvement Firstly, it can be concluded that in terms of lengthiness and impressiveness, English commercials seem to be more succinct and impressive Through analyzing 100 collected samples, I found that English TV ads contain less number of words which majorly are adjectives describing the characteristics and functions of the products and/or services being advertised In contrast, because of linguistic characteristics, Vietnamese language applied in TV commercials appears to be lengthy and unimpressive with unrelated information Consequently, Vietnamese TV commercials cannot meet the requirements of culturedness and aestheticism Instead, English TV commercials look to a better job at this point Secondly, the remaining weaknesses that both Vietnamese and English TV commercials are hackneyed cliché and overuse of exaggeration Vietnamese TV ads violate the rule of hackneyed cliché more It may be understandable because the copyrights law does not seem to work in Vietnam Besides, for the sake of ad hominem, both languages used in TV commercials overused the exaggeration with the excessive use of words of superlative comparison 5.2 Limitations Although the study has been completed with the greatest researcher‘s efforts, there still exist a number of limitations due to the time constraints, and the researche r‘s limited ability and experience First of all, the rather limited number of samples with only 40 Vietnamese TV commercials collected could not best and exactly represent for the whole commercials on TV channels in Vietnam Thus, this, to a certain degree, had an effect on the generalization of the findings of the research 42 The second thing is that most of selected commercials were merely involved in the ads for just some domestic products such as food, drinks, beauty care, household appliance, consequently, it is difficult for the researcher to make a valid generalization about the effectiveness of the use of repetition in Vietnamese commercials Last but not least, only findings analyzed and discussed in the study were not persuasive enough to reflect clearly and exactly the effectiveness of repetition patterns Thus, the study would be much better if some related figures or the ideas of advertising experts were involved in It is certain that the shortcomings are unavoidable in any study However, for further related studies in the future, they will be noteworthy lessons 5.3 Suggestions for further research As introduced in the theoretical background, there have been so few studies on the application of repetition (rhetorical device) into creating advertisements up to now, especially in Vietnam Therefore, it still offers other researchers large room to carry out further studies Regarding the restriction on the number of samples, the larger number of them should be involved in further related studies so as to certify the validity and reliability of them Besides, if possible, the target subject of these studies also should be broader, aiming to increase the generalizability of the findings Apart from broadening the target subject, the scope of these studies can be widened to not only Vietnamese commercials but ones of other languages as well like English From then, there is a good comparison of the use of repetition in commercials among different languages or pairs of languages Finally, in terms of the limited evidence for concluding the effectiveness of repetition types reflected through their application into Vietnamese TV commercials, it is recommended that the future studies should carry out much more thorough experiments on the targeted subjects as well as refer to many more ideas of advertising experts 43 REFERENCES Books Dyer, G (1988) Advertising as Communication London: Routledge Goddar, A (1998) The Language of Advertising New York Rountledge Publisher Hererén, L (1999) English for sale: A Study of the Language of Advertising Lund University Press Pollay, R.W (1984) The identification and distribution of values manifest in print advertising Previous researches BA graduation paper ―Slogan and the translation of slogan in advertising‖ by Pham Thi Thanh Hang (1998) BA graduation paper ―A Vietnamese American cross cultural study on cultural reflection of television advertisements‖ By Vu Thi Thanh Huyen (2009) MA Minor Thesis on ―A study on metaphor expression in English advertising slogans from the semantic approach‖ By Nguyen Chi Mai (2010) Internet sources http://tailieu.vn/xem-tai-lieu/ngon-ngu-quang-cao-tren-truyen-hinh.223697.html http://vi.wikipedia.org/wiki/Qu%E1%BA%A3ng_c%C3%A1o http://en.wikipedia.org/wiki/Television_advertisement 44 http://www.slideshare.net/khoaanhmy/a-vietnamese-american-cross-cultural-studyon-cultural-reflection-of-television-advertisements-vu-thi-thanh-huyen-051-e8thesis-content http://ezinearticles.com/?Social-and-Economic-Impacts-ofAdvertising&id=608191 http://www.phongmarketing.com/web/?frame=quotation_view&id=18 http://wikieducator.org/CONCEPT_OF_ADVERTISING http://www.youtube.com/watch?v=PyuVbed5E9E http://thamkhao.vn/xem-tai-lieu/Ngon-ngu-quang-cao-tren-truyen-hinh http://www.baomoi.com/Cam-quang-cao-san-pham-la-so-mot-totnhat/58/7059132.epi 45 ... of non-personal communication about an organization, product, services, or idea from an identified sponsor‖ (Blech & Blech 1998) ―Paid non-personal communication from an identified sponsor using... message carried by a non personal medium & paid for by an identified sponsor whose organization or product is identified in some way‖ (Zikmund & D'amico 1999) ―Impersonal; one way communication... 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