Suggestions for further studies

The following directions for further research are recommended.

Firstly, one aforementioned limitation of this study is that it is not fully addressed in the research the linguistic evolution in the magazines over time. As a result, future research might examine at a greater depth analyses of diachronic continuities and new developments of language use.

Additionally, future studies could expand to different types of media such as newspapers, televisions of internet as in the today world of consumerism, the popularity and effects of these media are greater and greater.

Thirdly, although the number of linguistic features under study provide sufficient support for identifying the cross-cultural differences in the use of politeness strategies and advertising appeals between American and Vietnamese advertisements, the inclusion of the use of such features according to product types or towards different groups of target consumers would lead to a more detailed and varied linguistic profile of the discourse.

Finally, as mentioned in the scope of the study, the focus of this research is on verbal language of advertisements. However, one cannot deny the importance of non-verbal language such as visualization, layout or trademark in an advert.

Therefore, it is important to examine the linguistic realization of politeness strategies and advertising appeals in the form of these non-verbal factors.

(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines

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Previous studies of advertising from cross-cultural pragmatic

Previous studies of advertising appeals