Một sự phân tích so sánh và đối chiếu các đặc trưng ngôn ngữ học hình thái học âm vị họ ngữ nghĩa họcgiữa các thuật ngữ quảng cáo tiếng anh và các yếu tố tiếng việt tương đương

A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents VIETNAM NATIONAL UNIVERSITY,HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULITY OF ENGLISH LANGUAGE TEACHER EDUCATION GRADUATION PAPER A COMPARATIVE AND CONTRASTIVE ANALYSIS OF LINGUISTIC FEATURES (MORPHOLOGY, PHONOLOGY AND SEMANTICS) ON ENGLISH ADVERTISING (MARKETING AND PROMOTION) TERMINOLOGY WITH THEIR VIETNAMESE EQUIVALENTS Supervisor: NGUYEN THI THANH VAN Student: BUI THI PHUONG Academic year: 2008-2012 HANOI-2012 ĐẠI HỌC QUỐC GIA HÀ NỘI Supervisor: Nguyen Thi Thanh Van Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents TRƯỜNG ĐẠI HỌC NGOẠI NGỮ KHOA SƯ PHẠM TIẾNG ANH KHÓA LUẬN TỐT NGHIỆP MỘT SỰ PHÂN TÍCH, SO SÁNH VÀ ĐỐI CHIẾU CÁC ĐẶC TRƯNG NGƠN NGỮ HỌC ( HÌNH THÁI HỌC, ÂM VỊ HỌC, NGỮ NGHĨA HỌC) GIỮA CÁC THUẬT NGỮ QUẢNG CÁO TIẾNG ANH VÀ CÁC YẾU TỐ TIẾNG VIỆT TƯƠNG ĐƯƠNG Giáo viên hướng dẫn : NGUYỄN THỊ THANH Sinh viên : BÙI THỊ PHƯƠNG Khóa : 2008-2012 VÂN HÀ NỘI-NĂM 2012 Supervisor: Nguyen Thi Thanh Van Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Acceptance page I hereby state that I: Bùi Thị Phương, class QH2008.F1.E19, 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 Bùi Thị Phương Date 2nd May, 2012 ACKNOWLEDGEMENTS Supervisor: Nguyen Thi Thanh Van Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents This study has been completed with the assistance of many people First of all, I would like to express my deep gratitude to my supervisor Nguyễn Thị Thanh Vân for her valuable advices, precious comments, insightful suggestions, constant guidance and professional help during elaboration the work Her enthusiastic and meaningful assistance greatly contributes to the fulfillment of my thesis I also would like to thank all the lecturers in the Faculty of English languages and international studies for their ideas, useful lessons, and fascinating world of language, especially advertising language from which I benefited a lot for choosing and accomplishing this thesis Furthermore, I would like to give many thanks to the linguists and writers whose books and researches have been useful materials for my paper Their ideas inspire and help me much during the process of studying and writing the paper Finally, I would like to express my sincere thanks to all members of my family and my friends for their whole-hearted encouragement without which I would not have been able to complete this study Hanoi, May 2012 Bùi Thị Phương ABSTRACT Supervisor: Nguyen Thi Thanh Van Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents The language of advertising is very special and different from other languages In this diploma thesis, I will be concerned with the language of advertising I will scope my attention to the linguistic means used in advertisements The main reason to choose this topic was my interest in English language and advertising, for the most part from linguistic point of view I find advertising language fascinating; therefore, I would like to discover its principles, strategies and anatomy of creative writing and grammatical structures This paper provides the analysis of language of advertising from linguistic point of view and brings knowledge about the use of linguistic devices in advertising The practical research analyses the advertisements and determines the most widely used linguistic means, even in relation to product specialization The findings of the study and analysis are useful for familiarizing and understanding the main issues connected with techniques of writing advertising texts; the concrete statements and data can provide information for those who write advertising texts in English The diploma thesis is addressed to the students of English language for Specific Purposes, teachers of English language for Specific Purposes, people working in advertising sphere, copywriters and all people interested in language of advertising TABLE OF CONTENTS Page PART 1: INTRODUCTION…………………………………… ………1 Rationale……………………………………….…………… Supervisor: Nguyen Thi Thanh Van Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Aims and objectives of the study…………………….……….2 Scope of the study …………………………………….…… Methodology of the study……………………………….……3 Significance of the study……………………………… …….6 Organization of the study………………………………… …6 PART 2: DEVELOPMENT………………………………………… ….7 Chapter 1: Literature review…………………… …… 1.1 Review of previous researches …………………………… 1.2 Theoretical background…………………………………… 1.2.1 Definition of advertising………………………….… 1.2.2 Classification of advertising………………………….10 1.2.3 Functions of advertising…………………………… 11 1.2.4 Features of advertising language…………………… 11 1.2.5 Structure of an advertisement ……………………….12 Chapter 2: A comparative and contrastive analysis of linguistic features on English advertising (Marketing and Promotion) terminology with their Vietnamese equivalents….14 2.1 Morphological feature…………………………… 14 2.1.1 Simple and informal words……………………………………… 14 2.1.2 Misspelling and Coinages……………………………………… 16 2.1.3 Loanwords (Foreign words)……………………………………….18 2.1.4 Frequent use of compounds……………………………………… 19 2.1.5 Contraction……………………………………………………… 21 2.1.6 Numerals……………………………………………………… ….21 2.2 Phonological feature……………………………… 22 2.2.1 Rhyme…………………………………………………………… 22 2.2.2 Rhythm…………………………………………………………….23 2.2.3 Alliteration…………………………………………………………24 2.2.4 Assonance………………………………………………………….25 Supervisor: Nguyen Thi Thanh Van Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents 2.2.5 Transliteration…………………………………………………… 25 2.2.6 Homophones …………………………………………………… 25 2.3 Semantic feature…………………………………… 26 2.3.1 Personification …………………………………………………….26 2.3.2 Simile…………………………………………………………… 27 2.3.3 Metaphor………………………………………………………… 28 2.3.4 Metonymy……………………………………………………… 29 2.3.5 Antithesis………………………………………………………… 30 2.3.6 Pun……………………………………………………………… 31 2.3.7 Hyperbole……………………………………………………….…33 2.3.8 Repetition………………………………………………………….34 2.3.9 Parallelism ……………………………………………………… 36 2.3.10 Euphemism……………………………………………………….38 2.3.11 Semantic ambiguity…………………………………………… 39 PART 3: CONCLUSION…………………………………………… 41 Recapitulations……………………………………………………….41 Implications from the study results ………………………….…… 42 Suggestions for further study…………………………………….….43 References…………………………………………………………….…44 Appendixes …………………………………………………………… 47 Supervisor: Nguyen Thi Thanh Van Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents PART 1: INTRODUCTION Rationale English has been a popular language spoken in many countries in the world It has become an international language widely used in many aspects of life, such as science, technology, economy and so on At the same time, economy and globalization tend to increasingly expand and develop The countries cooperate in not only culture, society but other dimensions as well, especially in economy and trade Thus, it is clearly seen that English is very necessary and vital Simultaneously, language has been an interesting object of the study for a long time and it is a tool to express the human thought as well as feeling However, understanding our own language is difficult; we have to understand another language, which is more difficult English has many types: English for science, for technology, for construction, for laws, and for business, etc English for business is an important part It has become an indispensable branch in English taught and used in Vietnam to meet the growing demand Business English alone includes various subtypes of English and the advertising language is one of those used to perform the same function Thousands of new products and services are introduced each day, which makes advertising become a strategy, the strategy of informing and persuading customers Advertisers would like to send their customers the most significant and impressive advertisements Sharp and fascinating advertisements can help advertisers leave unforgettable impressions on their potential customers‟ minds The creation of an advertisement is not easy It depends on a sophisticated linguistic insight of phonology, morphology, lexicology, syntax, semantics, etc The area of products and services, the country or geographical regions, the population of the targeted customers, etc also influence the effectiveness of advertisements Advertising is an intriguing subject and an industry It is a flow Supervisor: Nguyen Thi Thanh Van Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents of information from the producers to the customers It has become a necessary part of our daily life Advertisements are not only messages for products, services, or ideas at promoting the acceptance or purchase, but also for educating, entertaining, informing, or even warning Advertising contributes to the success of trade in the market In addition, advertising is a major part of the branding It holds a natural interest for most people and helps consumers to define the meaning and the role of products and services and institutions It indicates the difference that exists between brands of products and services, as well as the distinguishing characteristics of companies and institutions It has a big impact on us My major is interpreting and translating, thus language of advertising is an exciting field of economic language Studying of advertising language is my own interest as well as a method to approach my major effectively To some extent, the study of advertising terminology helps us have deeper knowledge of language, culture, translation, and interpretation to the advertisements Aims and objectives of the study This paper focuses on finding out some common features of advertising language compared between English and Vietnamese It studies, compares and contrasts the similarities and differences between the linguistic features of English and Vietnamese advertisements It also finds out some reasons to help advertisements be effective and attractive and then draws some hints for the businesspeople to apply and improve their advertising programs In addition, it helps ourselves understand and translate faster and more accurately This study aims at giving a comprehensive overview on the advertising language used in both English and Vietnamese The findings can be used for practical purposes, namely writing, editing advertisements, even teaching and interpreting or translating language of advertising For these purposes, this paper investigates the extent to which English differs Vietnamese in advertising language It aims to answer the following questions: Supervisor: Nguyen Thi Thanh Van Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents To what extent are the English advertisements similar to those used in their Vietnamese equivalents? To what extent are the English advertisements different from those used in their Vietnamese equivalents? What are the factors influencing these similarities and differences? What suggestions should be made to improve the advertisements in Vietnamese to meet both the commercial and cultural ends as well as to effectively adapt the English advertisements by the Vietnamese people? Scope of the study Due to the limitation of time and scope of the thesis, this study does not cover all aspects as well as all features of advertising language This study deals with the common linguistic features in both English and Vietnamese advertisements, namely lexical, graphetic, morphological, phonological, syntactic, semantic features However, as the previous researches thoroughly investigated into lexical, graphetic, and syntactic features, this study mainly focuses on other ones: morphology, phonology and semantics For analyzing the linguistic features of advertising language, pieces of advertisements are selected from some common magazines, television and some websites in both English and Vietnamese Methodology of the study 4.1 Data collection Due to the limitation of time, this study does not cover all aspects of the language advertising It goes through some characteristics of English and Vietnamese advertisements in linguistic features For analyzing linguistic features, the items of advertisements are not selected from all kinds of media but from television, newspapers, some common magazines and famous websites The study focuses on the description, Supervisor: Nguyen Thi Thanh Van 10 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents rhetorical figures have several different roles Metaphor is primarily a way of conceiving of one thing in terms of another Its primary function is to facilitate understanding, but it also extends communication by playing on connotations it evokes Connotations make the meaning of text richer and can be essential to discourse Puns, by creating multiple simultaneous meanings extends the content of a message while presenting information in a more compact form The application of rhetorical principles in the writing of advertisement brings the creative work closer to the world of mass media Supervisor: Nguyen Thi Thanh Van 47 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents PART 3: CONCLUSION Recapitulations As the famous advertiser David Ogilvy says, “Advertisement is the life of words” Advertising language as a special kind of language is very different from common language It has its own features Simpleness and attractiveness are two general features of advertising English Advertising is an inescapable part of modern life In our country, the advertising business is now on the rise, playing an immeasurable role in promoting the sales of commodities and prospering our economy After studying all the examples and consulting the previous study of many linguists from home and abroad, the writer wrote this thesis on advertising language, in the hope of presenting the linguistic features and artful devices from both macro- and micro-scopic aspects This study is the discussion of the linguistic features (morphology, phonology and semantics) of each part of advertisements This thesis has been dedicated to the detailed treatment of the study background and a survey of previous studies on advertising language, as well as the overview about the advertisement knowledge The thesis has also presented the features about advertising claims from a macroscopic view, and the linguistic features in advertising language Several limitations of this thesis should be pointed out Firstly, advertising language is such a science which has extensive knowledge and profound scholarship, and it is far beyond the writer‟s ability to make much contribution to the study of it All the discussions here are just an attempt to explore the elegant mystery of language Secondly, in the discussion of the linguistic features of advertising language, there are doubtlessly more points deserving Supervisor: Nguyen Thi Thanh Van 48 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents presentation and the writer might not be diametrically perfect and comprehensive, which invite insightful correction from the supervisor Implications from the study results Up to now, this study has discussed briefly the language features of English advertising, focusing on the main features of linguistic aspects The thesis is intended to enable the readers to understand the advertising language better and to design and create them when necessary Also, by learning advertising texts, we can improve our language competence This thesis can partly trigger the reader‟s interest in advertising texts, which will help raise their language level It goes without saying that research into the language of advertising is both interesting and rewarding To achieve this awareness, we should not only have a good understanding of the language of advertising, but also know its influence on the language This thesis is useful advertising and marketing department when economy and trade develop rapidly and advertising has become a key element in persuading the customers to buy products There can be a lot of manufacturers producing one same product; therefore, the one that is advertised better will have bigger market share The advertising industry needs to be updated to meet the demand of the market Hopefully, this thesis can contribute some findings to help the advertisers in making advertisements This study also can be useful reference source for studying the way to translate English advertisements into Vietnamese and vice versa If we master of the features of advertising language, we can choose better equivalences for translation Another obvious effect of advertising language lies in the fact that English advertising contributes a lot of new words to the vocabulary stock of modern language The last but not the least implication is for teaching and studying ESP Knowing the features of advertising language, we can apply it easier Supervisor: Nguyen Thi Thanh Van 49 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Suggestions for further study This thesis is just an initial and brief discussion of advertising language More detailed and more comprehensive research is needed; however, due to the limitation of time, materials and research ability, this study cannot avoid having some shortcomings and limitations In future, within longer time and a greater source of materials, further studies on the following areas can be investigated: -Another approach to an analysis of advertising language (lexical feature, graphitic feature, etc) -A comparative study on the language of advertising from view of culture -A study on the cultural influence in advertising language -A study on how to make an effective and attractive advertisement - A comparative and contrastive analysis of structural features on English advertising (Marketing and Promotion) terminology with their Vietnamese equivalents - A comparative and contrastive analysis of pragmatic features on English advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Supervisor: Nguyen Thi Thanh Van 50 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents References PUBLICATIONS Belch, George E and Michael A Belch Advertising and Promotion: An Integrated Marketing Communications Perspective New York: the McGraw-Hill Companies, Inc., 1998 Bui, Thi Bich Thuy An investigation into the study of the English language used in advertising slogans issued by some world-famous airline Bui, Thi Trang Business slogans (Advertising slogans) in English and Vietnamese C Hugh Holmanm A Handbook to Literature Cook, Guy 1996 [1992] The Discourse of Advertising London: Routledge Doan, Tran Thuy Trang A discourse analysis of beauty product advertisement for females in English (in the light of pragmatics) Do, Thi Thu An investigation into morphological and syntactic features in electronic devide advertisements in English (with reference to Vietnamese) Goddard, Angela 1998 The Language of Advertising Written texts London: Routledge Halliday, M A K., Hasan, R 1976 Cohesion in English (English Language Series) London: Longman 10 Hoang Thi Thuy MA.Thesis linguictics Advertisng language used in trade: A comparison in English and Vietnamese 11 Hornby, A S et al 2001 Oxford Advanced Learner’s Dictionary The 6th edition Oxford: Oxford University Press 12 Leech, G N 1966 English In Advertising [M] Longmans: Green and Co Ltd 13 Nguyen Thi Thu Huong A comparative study of some discourse features between English and Vietnamese tourist advertisements Supervisor: Nguyen Thi Thanh Van 51 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents 14 McQuarrie, Edward F and David G Mick, Figures of Rhetoric in Advertising Language Journal of Consumer Research, 1996 15 N.T.T.Duong (2002) A study on Translation of terminology in integrated marketing communications 16 P.T.T.Duong (2006) The use of Dynamic equivalence in Vietnamese and English translation of tourist advertisement 17 N.T.T.Hien (2003) A study on Pragmatic equivalent in Vietnamese-English translation of tourist advertisement 18 Phan Thi Van Anh A study on difficulties and strategies in English Vietnamese translation of advertising slogans 19 Phung, Ngoc Bich.MA Minor thesis linguistics An investigation into the sentence partterns used in travel advertisement on English and Vietnamese websites 20 Phung, Thanh Ha Figures of substitution used in the language of advertising in some Vietnamese and English advertisements 21 P.T.T.Hang (1998) Slogan and the translation of slogan in advertising 22 Ton Nu My Nhat (2005) A contrastive discourse analysis of travel advertisements based on the theory of Functional Grammar 23 Ton, Nu My Nhat A discourse analysis of travel advertisements in English and Vietnamese” Doctoral dissertation of English linguistics 24 Tran Thien Tu (2007) Presupposition and Implicature in English and Vietnamese Advertising Slogans 25 Vestergaard, T & Schroder, K 1985 The Language Of Advertising [M] Basil Blackwell Publisher Ltd., UK WEBSITES https://lists.usm.maine.edu/ http://www.languageinindia.com/march2005/advertisingenglishhongkong1 html http://www.motto.com/glossary.html Supervisor: Nguyen Thi Thanh Van 52 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents http://www.onboom.com/slogan-quang-cao-hay/1520-qmottoq-hayqsloganq.html http://www.onestopenglish.com/teacher_support/ask/Grammar/grammar15 htm http://www.sil.org/linguistics/GlossaryOflinguisticTerms/Index.htm http://www.stanford.edu/class/linguist34/Unit_02/given-new.htm http://www.textart.ru/database/sl http://www.thefreedictionary.com 10 http://www.tukhoa.vn/slogan-quang-cao/180-cac-cau-slogan-cua-nhungthuong-hieu-noi-tieng.html 11 http://vnexpress.net/gl/kinh-doanh/kinh-nghiem/2009/07/3ba11d55/ 12 http://www.wikipedia.org/ Supervisor: Nguyen Thi Thanh Van 53 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Appendix Advertisements used in the study ENGLISH ADVERTISEMENTS Nike: Just it Coors beer: It won't slow you down (Light) Financial Times Newspaper: No FT, No Comment Chevrolet Cars: Eye it - try it - buy it! McDonald's fast food: McDonalds I'm lovin' it ADS: Check Create Inspire Air: New Fast Efficient Monsanto: Food Health Hope Orangemostest drink: The Orangemostest Drink in the world Timex: Give a Timex to all, and to all a good time Westin hotel: Going East, Staying Westin Dorado inn: For twogether the ultimate all inclusive one price sunkissed holiday Surfeit Shoe: Surefit Shoe Ltd Sony Audio: Hi-fi, Hi-fun, Hi-fashion, only from Sony Beech-Nut baby food: Beech-Nut Small Is Big Here St Pauli Girl brand, Germany: Germany's Fun-Loving Beer Miller Beer: No matter what what's-his-name says, I'm the prettiest and Lite's the greatest Smirnoff Ice brand (alternative brewed using a malt base): Smirnoff Ice Intelligent Nightlife Max Factor makeup brand: Max Factor The make-up of make-up artists Vital Radiance trademark: Revitalizing beauty for your changing skin Supervisor: Nguyen Thi Thanh Van 54 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Kodak: Kodak Single-use-cameras take pictures where you wouldn‟t normally take your camera Chevrolet Cars: The Heartbeat of America Lipton: 100% Natural 100% Real tea Facebook: 1000‟s of free games Credit Suisse bank: Credit Suisse 360° Finance Peugeot, the French automobiles: The drive of your life Abbot Ale, Greene King's flagship brand: Some things get better given longer Old Milwaukee beer: Old Milwaukee Taste as great as its name Chevrolet Cars : Eye it - try it - buy it! Jaguar cars: Grace space pace Hyundai Motor's cars: Driving is believing Mackeson Beer: Mackeson Beer It looks good, it tastes good, and by golly it does you good Miller Beer: If you've got the time, we've got the beer Miller Beer Lexus cars: The Passionate Pursuit of Perfection Juguar car: Don‟t dream it, drive it Lufthansa: A passion to perfection Timex: It takes a lickin‟ and keep on tickin‟ Toyota car brand: Today Tomorrow Toyota Performance Prestige Passion for Innovation Hotel Caliente: Sea, Sun, Sand, Seclusion-and Spain! You can have all this when you visit the new Hotel Caliente Sunkist Citrus Company: Sweet, Smart & Sassy Matex: Hi, I‟m Rusty Jones Ford: It handles the road as easily as it handles Mother Nature Molson Canadian brand: I am Canadian Interflora: Flowers by Interflora speak from the heart A&E Where the smart money spends its time Supervisor: Nguyen Thi Thanh Van 55 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Almaden wine: We are proud of the birthplaces of our children, the grapes of Almaden On our classic varietal wines, you will find the birthplaces of our children Rolex: Unlike me, my Rolex never needs a rest Hummer brand: Hummer Like Nothing Else Old Milwaukee beer: It Doesn't Get Any Better Than This! Old Milwaukee Taste as great as it's name Toohey's beer: How you feel? I feel like a Toohey's Cape Times newspape: There's nothing more valuable than knowledge Waikato Times, Waikato, New Zealand: As Waikato As It Gets Glenlivent Wine: The Glenlivent, the father of all Scotch Montblac: Montblanc Nobleless-an eloquent expression of your personality and individual life style UPS: Moving at the speed of business Kodak: Share moments Share life Transcend (USB): Digital life in your hand Your supplier,Your partner, Your friend Budweiser Beer: Nothing beats a Budweiser Volvo cars: I like Volvo Sabatiny: Woman is an uncharted territory, a fragrance of Sabatiny Burgundy wine: Burgundy The home of Pinot Noir Ryvita: Get healthier with minutes of crunches every day John Deere mower: John Deer Nothing Runs Like A Deer Vogue : Vogue Takes London to New York Beech-Nut baby food: Beech-Nut Small Is Big Here Wausau Insurance: Bottom line, a better value Apple Computers : Macintosh It Does More It Costs Less It's that Simple Weight-Watcher Ice Cream: Spoil yourself and not your figures Mousse: Give your hair a touch of spring Supervisor: Nguyen Thi Thanh Van 56 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Coca-Cola: Coke refreshes you like no other can More (Cigarette brand): Ask for More / It is More of you / I‟m More satisfied Apple Computer: Every Kid Should Have An Apple After School Neotec: Neotec The only tripod with built-in zoom Knorr: Real stock Real simple Knorr Simply Stock is just that Arniston Bay wine : It‟s never just another day Toyota: Where there is way, there is a Toyota John Deere mower: John Deer Nothing Runs Like A Deer Deep Relief: No other pain-relieving gel works like Deep Relief Lancôme : Fight wrinkles! Renew collagen in just 48 hours Shopvogue.com : Get it first Get it fast The Time: We‟ll always make Time for you Make time for Time Westin hotel: I want the body Ofagreek God I want to work out in a huge fitness center I want to stay in the heart of the Central Business District I want a room with a view of three countries Everything I want is at the world‟s tallest hotel The Westin Stamford and Westin plaza More (Cigarette brand): Ask for More / It is More of you / I‟m More satisfied Shopvogue.com : Get it first Get it fast Apple computer: Macintosh It does more It costs less It‟s that simple Lipton Tea: When you‟re sipping Lipton, you‟re sipping something special Timex Watch: Give a Timex to all, and to all a good time? Galuay Glassware: Don‟t just show me the crystal Show me Galuay Oatmeal Food: When Mr Oatmeal introduced an oatmeal cookie mix, you can bet it‟s going to make the best testing oatmeal cookie there is Ameristar casino Kansas City: Ameristar More Casino More fun Lipton: 100% Natural 100% Real tea Myfinances.co.uk‟s insurance: Your own car Your own phone Supervisor: Nguyen Thi Thanh Van 57 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Your own place Your dad‟s insurance? Lufthansa: First to bring broadband internet to your seat First to give you access to your network in flight First to let you follow your team at 35.000 feet All for this one moment MassMutual (Massachusetts Mutual) Life Insurance Company: A promise to attend recitals, late meeting notwithstanding A promise not to show up when you‟re with your friends at the mall A promise to keep it all safe no matter what Nothing binds us one to the other like a promise kept Nothing divides us like a promise broken At MassMutual we believe in keeping our promises That way all the families and businesses that rely on us can keep theirs Pearlevision: Buy one pair, get one free Rolex watch: Leave your old watch at Tourneau, go home with a new Rolex Oral-B tooth plague: Tough on plague Easy on teeth Lufthansa Airlines: Our Lufthansa, your airline World Care: Work for the world, care for the community IBM Company: No problem too large No business too small Luvs Diaper: The inside story leaking out Diet cake: We know you are both gourmet and weight watcher Our cake keeps you on both Boroline Skin-care: Does your skin pose a problem? Let Boroline help you solve it Rolex: If world class Rolex has been a bit beyond your budget before, Tourneau now puts it within your reach Heineken beer: Heineken refreshes the parts other beers cannot reach Bud Light brand: Fresh Smooth Real It's all here Miller Beer: It's Miller time! Good call (Miller Lite) Supervisor: Nguyen Thi Thanh Van 58 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Tastes great, less filling (Lite) Everything you always wanted in a beer And less (Lite) If you've got the time, we've got the beer Miller Beer The Champagne of Bottled Beers No matter what what's-his-name says, I'm the prettiest and Lite's the greatest McVitie's Moments, chocolate coated biscuits: A moment to yourself McVitie's Jaffa Cakes, chocolate covered biscuits: Jaffa Cakes Unbelievably delicious Lu Pim's biscuits: I can stop when I want They love what's inside even more Jacob's sweet biscuits range: Jacob's Some kind of wonderful Paradise brand, range of biscuits and cookies: Now that's Paradise Bahlsen, brand of cakes and sweet biscuits: Bahlsen Deliciously Continental Mr Kipling cakes: Mr Kipling Exceedingly good cakes Kellogg's Pop-Tarts toaster pastries: Pop-Tarts Crazy good Wall Street Journal: The daily diary of the American dream The Times newspaper, UK: Join the debate Are you missing what's important? Top people take the Times When The Times speaks, the World listens Have you ever wished you were better informed? Sunday Times newspaper, Great Britain: Sunday isn't Sunday without the Sunday Times The Sunday Times is the Sunday papers To Let or For Sale: Furnished Edinburgh Court, 462 Argyly st, 2‟ floor, 1,630 sqft bedrooms with dining and living room, private garage Sale at 130,000 Rent 1,400 Tel, 38954 office time or 823748 VIETNAMESE ADVERTISEMENTS OMO: Nước giặt Omo matic mới-Lựa chọn hàng đầu cho máy giặt Supervisor: Nguyen Thi Thanh Van 59 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Nước tương Maggi: Ngon tự nhiên, an toàn tự nhiên Bia Đại Việt: Bia Đại Việt-Đêm đắm say, ngày bạn hữu Pond‟s: Pond‟s-Trắng hồng rạng rỡ Enchanteur: Enchanteur-Sự lôi kỳ diệu Sữa chua Yomost: Đó cảm giác Yomost Enchanteur: Enchanteur-Sự lôi kỳ diệu Boming Kiss Lacvert Essance: Môi hồng xao xuyến mắt Colgate: Colgate-nhãn hiệu chăm sóc miệng hang đầu Samsung Galaxy: Thế giới sôi động Vinamilk: Sữa tươi nguyên chất trăm phần trăm Zinzin: Sữa tươi trái tươi 100% Clear: Tóc khỏe gấp 10 lần My colour: Không 1040 màu sơn Bio aximin: Tiêu hóa khỏe, trẻ ăn ngon Sunlight: Chỉ cần gạt tay, dầu mỡ Mộc Châu: Thảo nguyên xanh, sữa mát lành Sunlight: Nhà bóng-đón điều hay Closeup: „Closeup lửa băng‟- Hơi thở thơm mát-kéo dài cực lâu Viso: Loại bỏ sắc ngả vàng, tái tạo vẻ trắng sang Kid eye: Điểm vàng cho đôi mắt sáng khỏe Trà xanh 0°: Giải nhiệt sống Tường An: Dầu ăn tốt hiểu ăn ngon Bicafun: Hơn niềm vui Dafuco: Ấm áp lòng mẹ Địa ốc SaigonLand: Điểm hẹn thành công FPT: Cùng tới thành công Kem Nivea Q10 Plus: Đẩy lùi dấu hiệu lão hóa Milmax Angle với Lactoferrin: Lá chắn vững cho thiên thần bạn Bảo Việt Việt Nam: Cùng bạn nẻo đường MiLo: Giúp trẻ tự tin để vươn xa Biti‟s: Nâng niu bàn chân Việt Supervisor: Nguyen Thi Thanh Van 60 Student: Bui Thi Phuong A comparative and contrastive analysis of Linguistic features (Morphology, Phonology and S emantics) on English Advertising (Marketing and Promotion) terminology with their Vietnamese equivalents Bơ Lisa: Món q từ thiên nhiên Nước khống thiên nhiên Thạch Bích: Q tặng vơ giá thời gian Heniken: Dù bạn không cao người khác phải ngước nhìn Chinsu: Xốt kho tiện lợi Chinsu mới-kho ngon Joiking: Sản phẩm hàng đầu cho viêm đa khớp Grow Advance IQ: Cao thông minh Nhất nhất: Hiệu nhất, kinh tế K+: Càng xem Càng biết Càng hay Panasonic: Mua nhiều, hội cao Rohto: Oxy đẹp trai, sành điệu Oxy style Clear: Tôi chọn Clear Tôi dùng Clear ngày Tôi RAIN Supervisor: Nguyen Thi Thanh Van 61 Student: Bui Thi Phuong ... ĐẠI HỌC NGOẠI NGỮ KHOA SƯ PHẠM TIẾNG ANH KHÓA LUẬN TỐT NGHIỆP MỘT SỰ PHÂN TÍCH, SO SÁNH VÀ ĐỐI CHIẾU CÁC ĐẶC TRƯNG NGƠN NGỮ HỌC ( HÌNH THÁI HỌC, ÂM VỊ HỌC, NGỮ NGHĨA HỌC) GIỮA CÁC THUẬT NGỮ QUẢNG... QUẢNG CÁO TIẾNG ANH VÀ CÁC YẾU TỐ TIẾNG VIỆT TƯƠNG ĐƯƠNG Giáo viên hướng dẫn : NGUYỄN THỊ THANH Sinh viên : BÙI THỊ PHƯƠNG Khóa : 2008-2012 VÂN HÀ NỘI-NĂM 2012 Supervisor: Nguyen Thi Thanh Van... as it is quite difficult to create the same consonant sound or letter in a sentence Instead, assonance is used more frequently 2.2.4 Assonance Assonance is a linguistic device, in which the same