Realization of negative politeness strategies in a- 123docz.net

The realization of negative politeness strategies in advertising appeals of witness many differences between American and Vietnamese advertisements. In the first place, while the majority of negative politeness strategies in American advertisements are manifested by advertising in Cluster 1, the manifestation of negative politeness strategies in Vietnamese advertisements is diverse. Negative politeness strategies in Vietnamese data can be realized by advertising appeals in Cluster 1, advertising appeals in Cluster 2, or mixture of two appeals. The proportion for these three types of realization is almost the same. The following examples taken from Vietnamese advertisements illustrate the manifestation of negative politeness strategies by advertising appeals from three different groups.

Advertisement 25:

Product: Bioré

Description: The image of the product in a big form; a sun clock is on the top left corner of the product together with the word “8h.”

(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

Text:

Sữa chống nắng dƣỡng da sáng hồng Bioré 5 tác động

Sữa chống nắng Bioré UV mới với tinh chất sữa dễ thấm mang lại 5 tác động bảo vệ và dƣỡng da toàn diện:

1. Bảo vệ da khỏi tia tử ngoại UVA có hại gây sạm & đen da và vết tàn nhang với chỉ số PA+++ mạnh mẽ

2. Bảo vệ khỏi tia tử ngoại UVB có hại gây bỏng rát da, cháy nắng với chỉ số SPF 50+ tương đương 8h liền

3. Bảo vệ khỏi các dấu hiệu lão hóa của da nhƣ vết nhăn, giảm độ đàn hồi, săn chắc 4. Dƣỡng da khô thoáng, mịn màng, không nhờn bóng với công nghệ độc quyền Sara đến từ Nhật Bản

5. Độc đáo khi tạo lớp nền trang điểm cho da sáng mịn với công thức che khuyết điểm và tinh chất sữa màu hồng phấn.

Do đó, khi đã sử dụng Bioré UV, bất kỳ bạn gái nào cũng sẽ cảm nhận đƣợc sự khác biệt.

(Hyaluronic Brightening Moisturizer Bioré 5 effects

Bioré UV New Sunblock Milk with Immune Dandruff Factor offers 5 comprehensive protection and skin care effects:

1. Protect your skin from harmful ultraviolet rays UVA & black and freckles with strong PA +++

2. Protect your skin from UVB rays harmful to skin burns, sunburn with SPF 50+ equivalent to 8 hours.

3. Protect your skin from signs of aging of the skin such as wrinkles, reduce elasticity, toned

4. Help the skin to be dry, smooth, not greasy with Sara technology from Japan 5. Uniquely create a subtle foundation for light complexion with concealer and pink powder essence.

Therefore, when using Bioré UV, any girl will feel the difference.)

This Bioré advertisement uses Negative politeness strategy Be conventionally indirect which indicates that “any girlfriend will feel the difference”; consequently, the target customer will also be one of the girls who

share that feeling. Additionally, this negative politeness strategy is realized by Distinctive appeal which indicates “the difference” of the product. In other words, the product is different from other sun-cream products owing to its 5 comprehensive protection and skin care effects that have been mentioned early.

Therefore, the target customers can feel satisfactory when using the product.

Advertisement 26:

Product: Neptune cooking oil

Description: A big golden grain rice with 3 branches and logo of Neptune are on the red background.

Text:

CHỜ ĐÓN VÀ KHÁM PHÁ

DƢỠNG CHẤT VÀNG

TỪ GẠO

√ Dƣỡng chất quý giá từ hạt gạo nguyên cám

√ Ngăn ngừa quá trình lão hóa, giảm Cholesterol xấu

√ Liệu pháp chăm sóc vẻ đẹp tự nhiên Neptune

Điểm 10 Cho sức khỏe Cho chất lƣợng WAIT AND EXPLORE GOLD QUALITY FROM RICE

√ Precious nutrients from whole grain rice bran

√ Prevent the aging process, reduce bad cholesterol

√ Natural beauty treatment Neptune

Point 10 For Health For quality

The cooking oil Neptune advertisement in example 26 employs negative politeness strategy Nominalization twice. The first nominalization is used in the noun phrase “natural beauty treatment” which indicates Natural appeal of the product. The product is made from natural ingredient “grain rice bran” which is considered to be safe for users. The second nominalization is utilized in the last

noun phrase “Point 10 for health and quality.” As can be seen, this nominalization is manifested by the mixture of Effectiveness and Health appeal which affirms that Neptune is not only qualified but also good for health. The target customers, as a result, can be happy when using the product as it is good and safe at the same time.

Secondly, the manifestation of Impersonalize S and H strategy, the most frequently-used negative politeness strategy, is also different between American and Vietnamese advertising. In American magazine advertisements, this negative strategy is realized in different advertising appeal like Effectiveness, Convenience, Cheap, Technology, Distinctive, Durability, Natural, Modern and Wisdom with not much difference in the proportion. As can be seen, among the nine advertising appeals in which Impersonalize S and H strategy is realized, only Distinctive belongs to the Emotional appeal group. Therefore, it can be concluded that Impersonalize S and H strategy in American advertising is manifested by rational appeals. Examples taken from American data illustrate such kind of realization:

 NOW EVEN BETTER JERGENS®

REVEAL beauty LIKE NEVER BEFORE (Jergens Moisturizers)

 ECONOMICS NEW JALAPENO DOUBLE JUST $2 FOR NOW

 HYDROXYCUT®

AMERICA'S #1 WEIGHT LOSS SUPPLEMENT BRAND

 KEEP THAT "JUST SHOWERED" FEELING ALL DAY LONG WITH NEW ALWAYS DAILIES LINERS

In Vietnamese advertising, however, many of Impersonalize S and H negative politeness strategy is manifested by Modern appeal or the mixture of Effectiveness appeal with another appeal or Modern appeal in combination with another appeal. For example,

 Attila Venus

VẺ ĐẸP HOÀN MỸ Sản phẩm mới 2014

(COMPLETE COMFORT New Product in 2014)

 HITACHI Inspire the Next

Lực hút cực mạnh dọn sạch bụi bẩn Công Nghệ Hút Xoáy Cyclone Tiên Tiến (HITACHI

Inspire the Next

Extremely powerful vacuum cleaner Advanced Cyclone Technology

Interestingly, sometimes, Impersonalize S and H is manifested by Health appeal in combination with Community appeal as in the following example:

Advertisement 27:

Product: Lifebuoy soap

Description: A schoolboy got flu next to the image of 5 bacteria; a healthy girl is learning, and she is protected in a halo.

Text:

Thường xuyên rửa tay với xà phòng

giúp trẻ phòng chống các bệnh truyền nhiễm trong trường học

Lifebuoy

Chương Trình Rửa Tay Với Xà Phòng Vì Một Việt Nam Khỏe Mạnh

Regular hand washing with soap helps prevent infectious diseases in schools Lifebuoy

Hand-soap Program For A Healthy Vietnam

This Lifebuoy advertisement begins with the explanation that regular hand washing can help to prevent infectious diseases in schools. Therefore, Lifebuoy, a popular soap brand-name provides a project named “Hand-soap program” in order to help improve children’s health. As can be seen, Impersonalize S and H strategy is used when mentioning this hand-soap program. At the same time, this program is for a healthy Vietnam, which means that it is beneficial for the whole community. Consequently, each individual in the community also can take for granted when using the product. This conveys one of very outstanding features of Vietnamese culture, Collectivism value according to Hofstede (2001).

All in all, the manifestation of negative politeness strategies in American and Vietnamese advertising is of a big difference. American negative politeness strategies are mainly realized by adverting appeals in Cluster 1 while Vietnamese ones are manifested by different ways of combination. With regards to Impersonalize S and H, the most popular negative strategy in both American and Vietnamese advertising, it is realized by different appeals in American culture whereas Modern appeal or the mixture of Modern with another appeal is preferred by Vietnamese culture. Interestingly, only Vietnamese data witness the appearance of Community appeal in the realization of negative politeness strategy.

Realization of negative politeness strategies in advertising appeals

Previous studies of advertising from cross-cultural pragmatic

Previous studies of advertising appeals