A discourse analysis of coffee advertisements in english and vietnamese

THE UNIVERSITY OF DANANG UNIVERSITY OF FOREIGN LANGUAGE STUDIES LÊ HOÀNG UYÊN MY A DISCOURSE ANALYSIS OF COFFEE ADVERTISEMENTS IN ENGLISH AND VIETNAMESE Major: ENGLISH LINGUISTICS Code: 822.02.01 MASTER THESIS IN LINGUISTICS AND CULTURAL STUDIES OF FOREIGN COUNTRIES Da Nang, 2020 THE UNIVERSITY OF DANANG UNIVERSITY OF FOREIGN LANGUAGE STUDIES LÊ HOÀNG UYÊN MY A DISCOURSE ANALYSIS OF COFFEE ADVERTISEMENTS IN ENGLISH AND VIETNAMESE Major: ENGLISH LINGUISTICS Code: 822 02 01 MASTER THESIS IN LINGUISTICS AND CULTURAL STUDIES OF FOREIGN COUNTRIES SUPERVISOR: Dr HUỲNH NGỌC MAI KHA Da Nang, 2020 i STATEMENT OF AUTHORSHIP Except for the references in the thesis, this thesis contains no material published elsewhere or extracted in whole or in part from a thesis by which I have qualified for or been awarded another degree or diploma No other person‘s work has been used without due acknowledgements in the thesis This thesis has not been submitted for the award of any degree or diploma in any other tertiary institution Da Nang, October 2019 Lê Hoàng Uyên My ii ABSTRACT This study examines the features of Systemic Functional Grammar in English and Vietnamese Coffee Advertisements by employing discourse analysis The objective of this research is to apply a Systemic Functional Linguistics model of three meta-functions to the analysis of the clauses and their constituents in order to track some common features in the structural frameworks of Coffee Advertisements It aims to examine the Interpersonal and Ideational functions of the Coffee Advertisements in English and Vietnamese to provide the Vietnamese teachers and students of English with an insightful knowledge concerning how language functions and organized in the Coffee Advertisements in English and Vietnamese Certain points of similarity and difference of the Functional Grammar aspects were also highlighted in English and Vietnamese Coffee Advertisements Altogether fifty-five Coffee Advertisements in English and fifty-five ones in Vietnamese were pinpointed in order to determine the common features that result in producing the systemic constructs of the Coffee Advertisements discourse The Systemic Functional Linguistics analysis shows that Declarative Mood is preferred over Interrogatives and Imperatives in English and Vietnamese Coffee Advertisements The research also points out that both English and Vietnamese Coffee Advertisements dominate Material and Relational clause as major processes The implication arises from this study, based on which suggestions are made for teaching, learning and advertising iii TABLE OF CONTENTS STATEMENT OF AUTHORSHIP i ABSTRACT ii TABLE OF CONTENTS iii LIST OF ABBREVIATIONS vi LIST OF TABLES vii LIST OF FIGURES ix Chapter One INTRODUCTION 1.1 RATIONALE 1.2 AIMS AND OBJECTIVES 1.2.1 Aims 1.2.2 Objectives 1.3 RESEARCH QUESTIONS 1.4 SCOPE OF THE STUDY 1.5 SIGNIFICANCE OF THE STUDY 1.6 ORGANIZATION OF THE STUDY Chapter Two LITERATURE REVIEW AND THEORETICAL BACKGROUND 2.1 LITERATURE REVIEW 2.2 THEORETICAL BACKGROUND 2.2.1 Discourse Analysis 2.2.1.1 Concepts of discourse 2.2.1.2 Features of discourse 2.2.1.3 Discourse and context 2.2.2 An overview of Functional Grammar 2.2.3 Meta-functions iv 2.2.3.1 Clause as exchange 2.2.3.2 Clause as representation 20 2.3 SUMMARY 33 Chapter Three RESEARCH METHODS AND PROCEDURES 34 3.1 METHODOLOGY 34 3.2 RESEARCH PROCEDURE 34 3.2.1 Data Collection 35 3.2.2 Collecting samples 36 3.2.3 Data analysis 37 3.3 RELIABILITY AND VALIDITY 38 3.4 SUMMARY 39 Chapter Four FINDINGS AND DISCUSSIONS 40 4.1 CLAUSE AS EXCHANGE IN THE COFFEE ADVETISEMENTS IN ENGLISH AND VIETNAMESE 40 4.1.1 Clause as exchange in the Coffee Advertisements in English 40 4.1.1.1 Analysis of Mood 40 4.1.1.2 Analysis of Modal Auxiliary 46 4.1.1.3 Analysis of Pronoun System 48 4.1.1.4 Analysis of Tense 50 4.1.2 Clause as exchange in the Coffee Advertisements in Vietnamese 51 4.1.2.1 Analysis of Mood 51 4.1.2.2 Analysis of Modal auxiliary 54 4.1.2.3 Analysis of Pronoun System 55 4.1.2.4 Analysis of Tense 56 4.1.3 Similarities and differences in Interpersonal meaning of the Coffee Advertisements in English and Vietnamese 57 4.2.CLAUSE AS REPRESENTATION IN THE COFFEE ADVERTISEMENTS 59 v IN ENGLISH AND VIETNAMESE 59 4.2.1 Clause as representation in the Coffee Advertisements in English 59 4.2.1.1 Process types 59 4.2.1.2 Circumstantial elements 70 4.2.2 Clause as representation in the Coffee Advertisements in Vietnamese 71 4.2.2.1 Process types 72 4.2.2.2 Circumstantial elements 77 4.2.3 Similarities and differences in Ideational meaning of the Coffee Advertisements in English and Vietnamese 78 4.3 SUMMARY 82 Chapter Five CONCLUSIONS AND IMPLICATIONS 83 5.1 CONCLUSIONS 83 5.2 IMPLICATIONS 86 5.3 LIMITATIONS OF THE STUDY 87 5.4 SUGGESTIONS FOR FURTHER RESEARCHES 87 REFERENCES 88 DATA SOURCES QUYẾT ĐỊNH GIAO ĐỀ TÀI LUẬN VĂN (Bản sao) vi LIST OF ABBREVIATIONS Number Abbreviations Explanation A Adjunct C Complement Cj Conjunction D Disjunct ECAs English Coffee Advertisements F Finite O Object P Predicator S Subject 10 SFG Systemic Functional Grammar 11 SFL Systemic Functional Linguistics 12 VCAs Vietnamese Coffee Advertisements vii LIST OF TABLES Number Name of tables Page 2.1 Structure of a clause 2.2 Speech functions and desired responses 11 2.3 Relationships between speaker/ writer and listener(s)/ reader(s) 12 2.4 Mood and the Subject – Finite order 13 2.5 Speech functions and typical Mood in clause 15 2.6 Vietnamese Mood structure 15 2.7 Mood types in Vietnamese 16 2.8 Mood structures in Vietnamese 17 2.9 English Modal verbs 18 2.10 English Personal pronouns and grammatical roles in the clause 19 2.11 True pronouns in Vietnamese 20 2.12 Clause as Process, Participants and Circumstances 22 2.13 Material clause with Circumstance 24 2.14 Material clause with Recipient 25 2.15 Examples of verbs serving as Process in Mental clauses 26 2.16 Inner and outer experience construed by different types of Processes 28 2.17 Subject – Complement; Token – Value and Carrier – Attribute 29 3.1 The Structural division of the analysis 37 4.1 The Mood categories as realizations of speech functional categories 40 4.2 Mood of the clause, speech functions and speech roles 42 4.3 Relative frequencies of Mood selection in relation to speech function English data) 43 4.4 The frequency of Modal auxiliary (from English data) 47 4.5 The frequency of Personal pronouns (from English data) 48 4.6 Relative frequencies of Mood selection in relation to speech 52 function (from Vietnamese data) viii Number Name of tables Page 4.7 The frequency of Modal auxiliary (from Vietnamese data) 54 4.8 The frequency of Personal pronouns (from Vietnamese data) 55 4.9 The similarities and differences in the ECAs and the VCAs in 59 terms of Interpersonal function 4.10 Creative and Transformative in Material clauses (From English data) 61 4.11 Actor and Goal in Material clauses (From English data) 63 4.12 Circumstantial elements in the ECAs 70 4.13 Creative and Transformative in Material clauses (From Vietnamese data) 74 4.14 Actor and Goal in Material clauses (from Vietnamese data) 74 4.15 Circumstantial elements in the VCAs 77 4.16 Process distribution in the ECAs and the VCAs 78 4.17 Actor and Goal in Material process in the ECAs and the VCAs 80 4.18 Circumstantial elements in the ECAs and the VCAs 80 79 60 50 40 30 20 10 Material Relational Mental ECAs Existential Behavioral Verbal VCAs Figure 4.12 The difference in Process distribution between the ECAs and the VCAs The line chart 4.12 makes a comparison of Process types distribution between the ECAs and the VCAs It is clear that three major Process types (Material, Relation and Mental) largely dominate the Coffee Advertisements in both languages Nonetheless, there is a slight difference in the frequency of Material clauses and Relational clauses in the ECAs and the VCAs As can be seen from the chart, in the ECAs, Material clauses play a vital role with the highest percentage of distribution while in the VCAs, Relational clauses account for the largest proportion in frequency Overall, the English coffee advertisers tend to employ Material clauses in their advertisements, which mainly focus on describing the features and ingredients of coffee products as well as demonstrating the process of making coffee Meanwhile, the Vietnamese coffee advertisers mostly use Relational clauses in their coffee advertisements to clarify and identify their products, as well as providing further information relating to coffee With relation to Participants, as can be seen in table 4.17, both the ECAs and the VCAs tend to use receptive clauses with the presence of Goal, which means the 80 English and Vietnamese advertisers mainly pay attention to the coffee product – Goal, and they use receptive clauses to shift the focus on the product – Goal, not the doer – Actor As a result, the frequency of clauses with the absence of Actor is high in both languages Table 4.17 Actor and Goal in Material process in the ECAs and the VCAs the ECAs Frequency % Frequency % 104 35.37 93 27.93 190 64.63 240 72.07 174 59.18 237 71.17 120 40.82 96 28.83 Clause with the presence of Actor Actor Clause with the absence of Actor Clause with the presence of Goal Goal the VCAs Clause with the absence of Goal In terms of Circumstances, a wide range of Circumstantial elements are adopted in both languages in general Table 4.18 Circumstantial elements in the ECAs and the VCAs ECAs VCAs Type Frequency % Frequency % Manner 109 35.85 202 44.79 Location 105 34.55 109 24.18 Accompaniment 56 18.42 59 13.08 Cause 17 5.59 46 10.20 Extent 10 3.29 19 4.21 Matter 1.64 1.77 Contingency 0.66 - - Role - - 1.77 Total 304 100 451 100 81 Let us look at the following chart, Role Contingency Matter Extent Cause Accompaniment Location Manner 50 100 VCAs 150 200 250 ECAs Figure 4.13 The difference in Circumstances between the ECAs and the VCAs The chart shows some certain similarities between the ECAs and the VCAs in distributing Circumstantial elements Manner Circumstances, Location Circumstances and Accompaniment Circumstances are the three most mainly used in both languages It can be concluded that the coffee advertisers in English and Vietnamese tend to pay attention to product descriptions As a result, a large number of Manner Circumstances are used to mention to the process of making products, whereas Location elements are employed to introduce the source of coffee products and Accompaniment Circumstances for describing the ingredients included in coffee products Nevertheless, there are some certain differences in the two languages In the ECAs, Manner and Location Circumstances are distributed evenly while in the VCAs, Manner Circumstances are much more common than Location Circumstances Another considerable difference in both languages is the use of Role and Contingency Circumstances Role Circumstances in the VCAs occupy the same proportion as Matter Circumstances with 1.77%, however; no Role Circumstance is found in the ECAs Finally, Contingency Circumstances make up the least 82 amount of the figure in the ECAs with only 0.66%, and this Circumstantial elements not occur in the VCAs 4.3 SUMMARY This study is on the English and Vietnamese Coffee Advertisements from the Systemic Functional Grammar perspectives To carry out the study, theoretical background about Systemic Functional Grammar was briefly reviewed in terms of meta-functions including Interpersonal meta-function and Ideational meta-function Then the Coffee Advertisements were analyzed in terms of Mood and Process clauses Relating to Mood pattern, Declarative Mood plays the most vital role in expressing the writers‘ message Next is the analysis of Transitivity Processes and their Participants as a system of the Experiential meaning The finding shows that three main Process types such as Material, Relational and Mental dominate the Coffee Advertisements From the analysis above, a conclusion may be drawn that Systemic Functional Grammar provides us an analytic tool to look at the whole text and its characteristic features 83 Chapter Five CONCLUSIONS AND IMPLICATIONS This concluding chapter consists of three sections 5.1 Main findings of this study 5.2 Implications 5.3 Limitations of the Study 5.4 Suggestions for Further Researches 5.1 CONCLUSIONS Language is always the most effective method for communicating between people and people In Halliday‘s viewpoint, language contains three different metafunctions: the Ideational, the Interpersonal and the Textual meta-functions (Halliday, 1994) Among them, Interpersonal meta-function is the one which can help people establish and maintain the relationship with each other In this research, I have explored how Coffee Advertisements are structured and what characteristic discourse features are used in one hundred and ten English and Vietnamese Coffee Advertisements I chose to approach English and Vietnamese Coffee Advertisements in the light of Systemic Functional Grammar in order to compare and contrast to find out similarities and differences in the meaning and structure between two languages The study explores the Coffee Advertisements by investigating patterning within meta-functions – Interpersonal meta-function and Ideational meta-function Following Halliday‘s theory, I examined the operation of Mood structure of the clauses and Personal pronoun system in assigning speech roles and creating relationship between the writers and the readers through written texts I also investigated Modality expressions in order to clarify the ways the writers use language to show their personal opinions and attitude toward what is being talked about Furthermore, the Transitivity system is also taken into account of the analysis including Material Process, Relational Process, Mental Process, as well as Behavioral Process, Verbal Process and Existential Process; with the aim to investigate how the coffee advertisers adopt the Transitivity system to express the 84 experiential experience In which, the language is used as an instrument of thought or to conceptualize or represent the experiential or the real world, including the inner world of the advertisers‘ consciousness In terms of Interpersonal function, the research finds out that English and Vietnamese clauses could be analyzed into Mood and Residue However, the elements within the Mood block in each language are different The Mood element in English consists of Subject, Finite element with or without Mood adjuncts Meanwhile, in Vietnamese, the Mood element comprises of the Mood expressions with or without Modality factors Since the Coffee Advertisements are monologues with the aim to provide information and characteristic of coffee products, the clauses in the Coffee Advertisements in both languages are structured mostly in Declarative Mood structure and function mostly as statements The occurrence of Declaratives in the ECAs and the VCAs is equivalent (figure 4.5) English and Vietnamese advertisers also use Imperative Mood in the advertisements, especially to describe the instruction of using the products There is a slight difference between these two languages, there is no Interrogative Mood in the VCAs while in the ECAs, the Interrogative Mood accounts for 4.17% Secondly, in both English and Vietnamese, Personal pronoun system could be used to indicate the roles of the writers and the readers in written texts With the most use of Personal pronoun „you‟, the writers mainly focus on their readers to gain the readers‘ attention Besides, Personal pronoun „we‟ is also employed in both languages In the ECAs and VCAs, „we‟ is the group including the writer and his staff or company, who play the main role in manufacturing the product This might be the self-positioning of the writers as they consider themselves as conductors to give reliable information and advice to their readers In Modal auxiliary aspect, futurity such as “will/ sẽ” and possibility such as “can/ có thể” are the most frequently employed in the two languages In the ECAs, futurity is more common than possibility, which is contrary to the VCAs, in which possibility is more popular than futurity 85 With relation to Tense, the frequency of Tense form in English and Vietnamese Coffee Advertisements is similar The Present tense is dominated in both languages, followed by Past tense while Future tense is rarely used in the Coffee Advertisements In terms of Ideational function, the research shows that both the ECAs and the VCAs use all the six types of Process in Transitivity system in the text The three major process types that are employed in the Coffee Advertisements in both languages are Material clauses, Relational clause and Mental clause A considerable difference between the two languages is that in the ECAs, Material clauses play a vital role with the highest percentage of distribution while in the VCAs, Relational clauses account for the largest proportion in frequency (figure 4.12) This result indicates that the English coffee advertisers tend to employ Material clauses in their advertisements, which mainly focus on describing the features and ingredients of coffee products as well as demonstrating the process of making coffee Meanwhile, the Vietnamese coffee advertisers mostly use Relational clauses in their coffee advertisements to clarify and identify their products, as well as providing further information relating to coffee Beside Process types, Participants and Circumstances are also involved in the analysis With the limited time of the analysis, only Actor and Goal are analyzed as Participants in this research The result shows that both the ECAs and the VCAs tend to use receptive clauses with the presence of Goal, which means the English and Vietnamese advertisers mainly pay attention to the coffee product – Goal, and they use receptive clauses to shift the focus on the product – Goal, not the doer – Actor As a result, the frequency of clauses with the absence of Actor is highly dominated in both languages In addition, the analysis also presents some certain similarities between the ECAs and the VCAs in distributing Circumstantial elements Manner Circumstances, Location Circumstances and Accompaniment Circumstances are the 86 three most mainly used in both languages It can be concluded that the coffee advertisers in English and Vietnamese tend to pay attention to product descriptions On the other hand, a difference should be noted between the two languages is the use of Role and Contingency Circumstances In the VCAs, Role Circumstances occupy the same proportion as Matter Circumstances, however; no Role Circumstance is found in the ECAs Finally, Contingency Circumstances make up the least amount of the figure with only 0.66%, and this Circumstantial elements not occur in the VCAs In conclusion, the analysis shows a fact that English and Vietnamese advertisers both have linguistic devices to express Interpersonal meaning as well as Ideational meaning in the Coffee Advertisements In the scope of this thesis, they are Mood system, Personal system, Modality and Tense in terms of Interpersonal function, along with the six Process types, Participants and Circumstances in terms of Ideational function The combination in using these elements is helpful in establishing relationship between the writers and readers as well as expressing the writers‘ experience including their outer and inner world 5.2 IMPLICATIONS After studying Interpersonal meaning and Ideational meaning expressed in English and Vietnamese coffee advertisements in the light of Hallidayan Functional Grammar, I realized that it is important for language learners to know and researches about Functional Grammar and the three configurations of clause which can help to express the three meta-functions in various contexts We now have many evidences that not everybody who is proficient in grammar is able to use language effectively Halliday (1994) also claims that language is a systemic resource which represents a meaning in a context It is not a set of acceptably grammatical sentences So, when learning a second language, it is not enough and not effective to merely know the grammar The more important thing in the process of second language acquisition is to understand the meanings of grammar and to be capable of using an appropriate grammar point in a particular context In other 87 words, learners need to be supplied the knowledge of the grammar‘s meanings and its use in particular situations; and the duty of a teacher is to supply learners that knowledge They are essential knowledge for them to successfully interpret the other‘s meanings as well as accomplish their purposes in communication So, hopefully, this thesis would make some useful contribution to teaching and learning English theoretically and practically Moreover, the study is a good result to those who work in marketing with good skills to write advertisements more effectively 5.3 LIMITATIONS OF THE STUDY This research has got a number of restrictions due to the limited knowledge of the researcher and reference materials First of all, all the Coffee Advertisements in English and Vietnamese collected for this analysis are only chosen from online websites Second, only some certain linguistic characteristics of English and Vietnamese Coffee Advertisements such as communicative language function and functional grammar can be examined in the study Finally, there are many types of advertisements which attract the attention of many people; the researcher can only focus on the Coffee Advertisements in the United States and Vietnam in general However, hopefully, the study will be a valuable reference for anyone who takes an interest in this field 5.4 SUGGESTIONS FOR FURTHER RESEARCHES This thesis is an attempt to make a detailed analysis of Functional Grammar features of the Coffee Advertisements in English and Vietnamese What is more, much of my effort has been made to point out the specific dimensions related to Systemic Functional Grammar used in the Coffee Advertisements and their functions However, within the limitation of time and materials, the study is by no means complete and still remains some other aspects awaiting research which merit further studies, such as Textual meta-function in the Coffee Advertisements Therefore, I would like to recommend A contrastive analysis of Textual function in the Coffee Advertisements in English and Vietnamese should be carried out to clarify the essence of language in the Coffee Advertisements REFERENCES In Vietnamese Diệp Quang Ban (2004) Ngữ pháp tiếng Việt NXB Giáo dục Việt Nam Nguyễn Thiện Giáp (2004) Nghĩa học Việt ngữ NXB Giáo dục Việt Nam Cao Xuân Hạo (2004) Tiếng Việt: Sơ thảo ngữ pháp chức NXB Giáo dục Việt Nam M.A.K Halliday (1994) Dẫn luận ngữ pháp chức Hoàng Văn Vân dịch, NXB Đại học Quốc gia Hà Nội, 1998 Võ Ngọc Hải (2013) An 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Interrogatives and Imperatives in English and Vietnamese Coffee Advertisements The research also points out that both English and Vietnamese Coffee Advertisements dominate Material and Relational clause as... divided into three sections An analysis of Interpersonal meaning in English and Vietnamese Coffee Advertisements is provided in 4.1 An analysis of Ideational meaning in the English and Vietnamese. .. six official websites of coffee in Vietnam, they are Trung Nguyên Coffee, Vina Coffee, Mê Trang Coffee, Zara Coffee, Phúc Long Coffee and Highlands Coffee The reason for selecting Coffee Advertisements