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

It is noteworthy that when investigating the realization of positive politeness strategies in advertising appeals in American and Vietnamese magazine advertisements, a lot of similarities can be found. Firstly, about two thirds of positive politeness strategies in American and Vietnamese selected data are realized by advertising appeals of Cluster 1 which include seven appeals namely Effectiveness, Convenience, Cheap, Technology, Productivity, Distinctive, and Durability or mixture of two appeals. Among the seven appeals in Cluster 1, only Distinctive belongs to the Emotional appeal group. As stated by Brown and Levinson (1987), positive politeness is oriented toward the

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positive face of H, the positive self-image that he claims for himself. In other words, it is the imply representative of the normal linguistic behavior between intimates, where interest and approval of each other's personality, presuppositions showing shared interests and knowledge are exchanged. In order to do so, ad-writers have to offer the target customers with the effectiveness, convenience, good price, durability and special features of the advertising products such as the special technology used for the manufacture of the product or the distinctive aspects that make the products different from others. As a result, it is not surprising that many of positive politeness strategies are realized by advertising appeals of cluster 1. Additionally, in modern society, beside personal feeling arousing from special features, modern customers still need scientific information that comes from such appeals as Technology, Convenience, or Durability to ensure the quality of the product. That is probably the reason why six out of seven appeals in cluster 1 are rational appeals.

The second similarity in the realization of politeness strategies in advertising appeals of American and Vietnamese magazine advertisements comes from the realization of Offer/ Promise strategy by Effectiveness appeal and mixture of two appeals. Undoubtedly, whenever using any product or service, the most important thing that customers desire to achieve is the effectiveness of the product. For certain people, it is even much more important than other things like price or durability. Consequently, many of American and Vietnamese advertisements emphasize the effectiveness of the products to attract the target customers. For example,

Advertisement 22:

Product: L’Oreal BB cream

Description: The upper part is an attractive girl with beautiful complexion. The lower part is divided into two halves: one is the image of the product, and the other is the 3 leaves describing 3 benefits of the product.

Text:

MAGIC BB CREAM

BY L'ORÉAL

INSTANT ALL-IN-ONE SKIN BEAUTIFIERS BARE PERFECTION + COLOR CORRECTION

ULTRA-LIGHT LOTION WITH INNOVATIVE "SMART PIGMENT" BEAUTIFYING BEADS. INSTANTLY TRANSFORM YOUR SKIN FOR FLAWLESS, BARE PERFECTION. PROVIDES 4 BEAUTIFYING ACTIONS: HYDRATES, PRIMES, CORRECTS AND PERFECTS. NOW AVAILABLE IN ANTI-REDNESS AND ANTI- FATIGUE FORMULAS.

BECAUSE YOU'RE WORTH IT.™

L'ORÉAL

In advertisement 22, the positive politeness strategy used is Offer/

Promise strategy “Instantly transform your skin for flawless, bare perfection.” It emphasizes that with the use of Magic BB Cream by L’Oreal, within a period of time, consumers can easily witness the effectiveness of the product that can transform their skins into a perfect one. As can be seen, this politeness strategy is realized in Effectiveness appeal, and this effectiveness is clarified by four beautifying actions “hydrates, primes, corrects and perfects.” Therefore, customers are quite clear about the benefits of the product; consequently, their action of purchasing the product is expected. In short, the realization of this Offer/ Promise strategy in Effectiveness appeal not only reveals the effectiveness of the product but also denotes the advertiser’s and the target customers’ desire to make the customer’s skin better.

The same phenomenon can be found in Vietnamese advertising as in Advertisement 23.

Advertisement 23:

Product: Pond’s men

Description: The image of the product next to a box of coffee.

Text:

POND'S

MEN

VỚI CHIẾT XUẤT TỪ HẠT CÀ PHÊ

HẾT BÓNG NHỜN

DA SÁNG +

TRÔNG ĐẦY NĂNG LƢỢNG

ENERGY CHARGE FACE WASH

with Energizing Coffee Bean extract & Cooling Menthol BRIGHT + ENERGIZED

Effectiveness appeal can be seen clearly in this advertisement; “bright and energized” skin can be achieved when using face wash of Pond’s men. This appeal is also the realization of Offer/ Promise politeness strategy which offers the readers a better skin and look with the use of this product.

Although Offer/ Promise strategy can be realized by the mixture of two appeals, different ways of combination can be found in the selected data. In American advertising, the majority of the mixture is from Effectiveness appeal with Distinctive appeal or Modern appeal such as:

 Only the Brilliant Brunette® line reveals the dynamic dimensions of brunette tresses-and brunettes themselves. (Brilliant Brunette Shampoo and Conditioner)

 Our first cone-tip liner infused with precious oils for a creamy glide on the inner eye rim. (Maybelline)

Sometimes, Effectiveness appeal is combined with Technology, Natural, or Wisdom appeal to convey positive politeness strategy Offer/ Promise as in:

 Our delicious, fiber-rich, ready-to-drink Total Lean™ shakes provide 25g of protein and are clinically proven to nearly double your total weight loss. (Beat Average)

 Packed with natural sea butter, Eos leaves your skin super-soft and irresistibly smooth. (Eos)

 It's the non-surgical filler your doctor uses to help restore a more youthful profile for up to two years with optimal treatment.

(JUVÉDERM VOLUMA® XC)

The aforementioned combination is understandable as in modern life, customers need more than boost words in advertising. They need evidence, examples, and scientific proofs to show the truthfulness of the advertised products. Therefore, the combination of these appeals helps customers have a feeling that their needs and their wishes are the same as advertisers’.

Together with these combinations, in American advertising, here and there can prospective buyers find the evidence of Distinctive appeal in combination with Technology, Natural, Modern or Magic appeal to offer the customers or promise about the quality of the product. The following examples illustrate this idea:

 ADVANCED TECH FOR SUPERIOR EYE EFFECTS (Maybelline)

 The only e-vapor with Four Draw® technology for a full draw.

(MARKTEN®)

 Simple® is made with only our purest possible ingredients, no artificial perfume or dyes, and no harsh chemicals that can upset your skin.

(Simple®)

 Only our oil-free gel packs super concentrated pigments into a clear base. (Maybelline)

In Vietnamese advertising, although the realization of Offer/ Promise is done mostly by the mixture of Effectiveness appeal with another appeal, the

possibility of this combination is more diverse. Effectiveness appeal can be combined with Technology, Distinctive, or Modern appeal as in American advertising. For instance,

 Viên uống đẹp da YOUNGER của PHÁP với công thức tiên tiến, phối hợp 3 nhóm dược thảo quý từ thiên nhiên để giải quyết hiệu quả cả 3 vấn đề của da.

(YOUNGER - BEAUTY JUICE OF FRANCE with advanced formula, combining 3 groups of precious herbs from nature to effectively address all three issues of the skin.)

 Thiết kế Tam diện độc đáo lạnh tức thì, mát lan tỏa. (Sam sung)

 Giới thiệu Clear White mới: Ngăn nắng tối ưu với SPF50+, PA+++

(Introducing the new Clear White: Optimal sunscreen with SPF50 +, PA +++) At the same time, Effectiveness appeal can also be joined with many other appeals to show the care of ad-writer towards customers’ need. The appeals that can go with Effectiveness appeal include Productivity, Enjoyment, Health, and Safety. As can be seen, among the appeals combined with Effectiveness appeal to incorporate Offer/ Promise strategy in Vietnamese data, half of them belong to Emotional appeal group. Therefore, it is possible to conclude that Vietnamese advertisers do care about the feelings of their target customers. They, consequently, beside scientific proofs, still highlight other features of the products to stimulate their customers’ emotional responses. The following examples taken from Vietnamese data illustrate the point:

 Hãy uống Nước Cốt Gà BRAND'S để giúp đem lại sự tập trung, cải thiện trí nhớ, và bổ sung dưỡng chất cho não hoạt động hiệu quả hơn.

(Drink BRAND'S Essence of Chicken to help bring concentration, improve memory and make your brain function better.)

 Không chỉ đơn thuần là sự đột phá về thiết kế, máy điều hòa Sam Sung thiết kế tam diện độc đáo giúp hút khí nhiều hơn, thổi khí mạnh hơn, luồng khí xa hơn; cho cả ngôi nhà bạn mát lạnh sảng khoái ngay tức thì, và lan rộng đều từng góc nhà.

(Not only a design breakthrough, Sam Sung air-conditioners have unique triangles for extra air intake, stronger airflow, longer airflow; the whole house is cool and fresh, and spread throughout the house.)

 OBIMIN VITAMIN VÀ KHOÁNG CHẤT cho phụ nữ trước và sau khi sinh Giúp cho thai kì khỏe mạnh - Thai nhi khỏe mạnh

(OBIMIN VITAMINS AND MINERALS for women before and after laboring

Help to keep your pregnancy healthy - Your baby is healthy.)

 MEGUMI - Không chứa Silicone & Sulfate.

(Megumi – No Silicone & Sulfate)

However, there is still a slight difference between the realization of positive politeness strategies in advertising appeals of American and Vietnamese magazine advertisements. Although both American and Vietnamese multiple positive politeness strategies are apparent in the selected data, just few of American multiple positive politeness strategies are realized in advertising. On the contrary, multiple positive politeness strategies in Vietnamese data are mainly realized by Effectiveness appeal or mixture of the two appeals.

Interestingly, most of multiple positive politeness strategies in Vietnamese advertising are the combination of Offer/ Promise and Give/ ask for reason strategy. This combination can be explained by the fact that Vietnamese prefer verbal language, and they need to provide more information about the product so as to convince their customers. Additionally, this combination is realized in Effectiveness appeal or the combination of Effectiveness appeal with such appeals as Technology, Natural or Modern appeal. The following example illustrates the point.

Advertisement 24:

Product: ANGELA Ginseng

Description: A beautiful woman in a white rose and the image of the product.

Text:

Sâm ANGELA

Sức khỏe, Sắc đẹp & Sinh lý nữ

Sự suy giảm hoạt động của hệ trục não bộ, tuyến yên và buồng trứng dẫn đến rối loạn nội tiết khiến phụ nữ sau tuổi 40 gặp nhiều vấn đề về sức khỏe, sắc đẹp và sinh lý.

Sâm Angela đƣợc tinh chiết từ Lepidium Meyenni và các thảo dƣợc quý cung cấp dƣỡng chất giúp não bộ, tuyến yên và buồng trứng duy trì tốt hoạt động.

Sâm Angela - sức khỏe, sắc đẹp và sinh lý nữ.

Ginseng ANGELA

Health, Beauty & Physiotherapy

The decline in the activity of the brain, pituitary and ovarian systems leading to endocrine disruption causes women to experience health, beauty and

physiology problems after the age of 40.

Angela is extracted from Lepidium Meyenni and herbs provide nutrients that help the brain, pituitary gland and ovary well maintained.

Ginseng Angela - health, beauty and physiology female.

In this advertisement, firstly, the problems that many women after the age of 40 may encounter are introduced. After that, the advertisement continues with the reasons why the product is effective as its ingredients are natural,

“extracted from Lepidium Meyenni and herbs.” Then, its effectiveness is

“provide nutrients that help the brain, pituitary gland and ovary well maintained.” At the same time, two positive politeness strategies are used here.

Offer/ Promise strategy when the product can offer target customers with a lot of benefits and Give/ Ask for reason as the advertisement not only state that the product is beneficial but also explains the reason why it is effective.

All in all, the realization of positive politeness strategies in advertising appeals of American and Vietnamese magazine advertisements denotes both similarities and differences. Although most of positive politeness strategies of American and Vietnamese advertising are realized by advertising appeals in Cluster 1, it is noted that the realization of specific positive politeness strategy is different.

Realization of positive politeness strategies in advertising appeals

Previous studies of advertising from cross-cultural pragmatic

Previous studies of advertising appeals