Linguistic realization of Distinctive appeal in Am- 123docz.net

CHAPTER 3 POLITENESS STRATEGIES IN AMERICAN AND

4.2. Linguistic realization of advertising appeals in American and Vietnamese

4.2.2. Linguistic realization of Distinctive appeal in American and Vietnamese

When taking Distinctive appeal into consideration, it is noticeable that both American and Vietnamese advertisers employ the following adjectives to show the uniqueness of their products: advanced, remarkable, premium, superior, exclusive, or outstanding. Sometimes, such nouns as “breakthrough” or

“difference” are also used. The following advertisements help to exemplify the aforementioned idea.

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 The new U by Kotex® pad with 3D Capture Core has outstanding protection to help store leaks.

 Feel the difference using Dove Beauty Bar, with 1/4 moisturizing cream.

 Our exclusive formula reduces these surfactants for thorough yet gentle cleansing. (Neutrogena)

 Máy hút bụi Hitachi với công suất 2300W và công nghệ hút xoáy Cyclone tạo lực hút mạnh mẽ vượt trội.

(Hitachi Vacuum Cleaner with a capacity of 2300W and Cyclone Cyclone vapor extraction technology for outstanding power.)

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

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

 Hãy cảm nhận làn da mềm mại, mịn màng và căng tràn sức sống với công nghệ đột phá Cell Effect từ ARTISTRY Crème L/X!

(Feel smooth, supple and energized skin with Cell Effect breakthrough technology from ARTISTRY Crème L / X!)

Interestingly, many of American advertisements not only use these descriptive words but also employ superlative structures to emphasize the distinctive features of the products, which cannot be found much in Vietnamese data. The superlative structures used sometimes are explicit as advertisers use the superlative forms of the adjectives as in:

 Satisfy your back-to-school beauty cravings with the yummiest trend this fall: pastels! (Eye-shadow Palette)

 DOUBLE COLLAGEN FORMULA + OUR BIGGEST BRUSH.

(Maybelline)

In other cases, however, special structures or words are employed such as:

 And it's closer to the nourishing power of breast milk than ever before.

(Similac)

 Any long wear makeup disguises spots. Only one diminishes them.

(Neutrogena Wear Makeup)

Sometimes, both superlative forms of adjectives and special structures are used in order to enhance the outstanding characteristics of the products.

Consequently, the target customers are really impressed with the products, and their actions of purchasing the products can be easily carried out later on:

 OUR THINNEST LAYER OF PERFECTION EVER.

(MAYBELLINE)

 Our Thinnest and Lightest Tablet Ever (Sam Sung)

In a nutshell, although Effectiveness and Distinctive are the two most popular advertising appeals in American and Vietnamese advertising, these two appeals are realized differently, which lead to different effects on the target customers and at the same time show the different ways of using language of the two countries.

4.2.3. Linguistic realization of Modern appeal in American and Vietnamese commercial magazine advertisements

As mentioned earlier, Modern is the third popular advertising appeal employed in both American and Vietnamese commercial magazine advertisements. Modern appeal is normally utilized to reveal the up-to-date product or its advanced features. The investigation into Modern appeal in American and Vietnamese commercial magazine advertisements shows both similarities and differences in terms of semantic and syntactic features of this appeal.

Semantically, Modern appeal is frequently realized by the word “new (mới)” in both American and Vietnamese advertisements. For examples,

 Also try new ScarAway® Scar Repair Gel for new and old scars, featuring Kelo-cote® patented silicone technology.

 New PANTENE

 Sữa rửa mặt tẩy trang Biore' 2 trong 1 mới. (New Biore' 2 in 1)

 Sản phẩm mới 2014 (2014 new product)

Interestingly, some Vietnamese advertisements even use English words

“new” to emphasize the up-to-date features of product or the product itself as in:

 NEW

DẦU Ô-LIU ĐẶC CHẾ DÀNH CHO TRẺ EM (New

Olive oil, specially made for children)

 New Collection Hoa Hồng (PNJ) (New Collection - Roses)

However, American advertisements tend to utilize more diverse words when denoting Modern appeal than Vietnamese advertisements. In American advertisements, beside the word “new”, other words like “first”, “the latest” or

“advanced” are also evident. For instance,

 OUR 1ST SOUEEZE-FOAM WITH GRAPEFRUIT & POMEGRANATE (Garnier)

 THE FIRST SMARTPHONE DESIGNED BY AMAZON.

 WINGED DRAMA - THE LASTEST IN LINER. (Maybelline)

 ADVANCED HAIRCARE (L’Oreal)

Syntactically, Modern appeal in American and Vietnamese commercial magazine advertisements is realized by different sentence structures. Firstly, many advertisements in the selected data employ adjectival phrases with just one word “New/ mới” to introduce the product. The use of this phrase not only helps to emphasize that the product is modern but also draws customers’ attention, then arouses their interest. Consequently, the target consumers may spend more time reading the advertisements, and the action of purchasing the product is expected.

Secondly, Modern appeal can also be manifested into noun phrases.

However, the noun phrase structures are employed differently in American and Vietnamese magazine advertisements. In Vietnamese advertising, the noun phrase is often composed of two elements, the name of the product and the word

“new” as in the following examples:

 Sữa tắm Dove mới (New Dove shower gel)

 GALAXY A MỚI (New Galaxy A)

 Sữa rửa mặt tẩy trang Biore' 2 trong 1 mới (New Biore' 2 in 1)

Noun phrase in American advertising is sometimes the combination of the word “new” and product’s name. Sometimes, it is realized by the combination of

“new” and the effectiveness of the product. For example,

 New PANTENE: New HAIR new YOU

 New Dumb Blonde™ Toning Protection Spray and Purple

 NEW GUM EXPERIENCE

 THE NEW SIGNATURE SCENT FOR WOMEN AND MEN

Finally, imperatives are also employed in the manifestation of Modern appeal in American and Vietnamese commercial magazine advertisements. The imperative sentence structure is of great help in urging the target consumers to try the product and then explore the advanced features of the product. Take the following advertisement taken from American data as an example:

Advertisement 20:

Product: Fire phone

Description: A big smart phone with the image of a tower on the screen

Text:

fire PHONE

THE FIRST SMARTPHONE DESIGNED BY AMAZON FIREFLY TECHNOLOGY

Simply press the Firefly button to quickly identify phone numbers, web addresses, and over 100 million items - including movies, TV episodes, songs, and products.

DYNAMIC PERSPECTIVE

Dive into a new class of immersive apps and games. Tilt, auto-scroll, swivel, and peek to navigate menus and access shortcuts with one hand.

LIMITED-TIME OFFER

INCLUDES A FULL YEAR OF PRIME

Enjoy 40,000 movies and TV episodes, over a million songs, 500,000 books to borrow, and FREE 2-day shipping on millions of items. Restrictions apply.

See amazon.com/fireoffer for details.

This advertisement begins with Modern appeal realized in the phrase

“Introducing fire phone”, which undoubtedly attracts the reader’s interest in the new product. It then continues emphasizing that the product is up-to-date and distinctive as it is “the first smartphone designed by Amazon.” Then, the product’s special features of technology and its easy-to-use are introduced. After that, the imperative “Dive into a new class of immersive apps and games”

appears to one more time emphasize the modern features of the product as well as urge the target customers to purchase the product to enjoy such advanced features.

Similarly, imperative is also apparent in Vietnamese advertising as in the following advertisement:

Advertisement 21:

Product: Dutch Lady Milk 20+

Description: A school girl is playing badminton. She is healthy and looks happily. Next to her are two icons of the product.

Text:

CHINH PHỤC THỬ THÁCH MỖI NGÀY VỚI SỮA 20+ MỚI

Sữa Cô Gái Hà Lan 20+ mới là nguồn dinh dƣỡng thiết yếu, thơm ngon với hơn 20 dƣỡng chất không thể thiếu cho cơ thể khỏe mạnh nhƣ:

Cholin, 4 vitamin, hơn 6 khoáng chất và 9 axit amin.

Các dƣỡng chất thiết yếu này giúp bé phát triển tốt cả thể chất lẫn trí tuệ để bé luôn sẵn sàng chinh phục thử thách mỗi ngày.

Truy cập www.dutchlady.com.vn để biết thêm chi tiết.

CONQUERING CHALLENGES EVERY DAY WITH NEW MILK 20+

Dutch Lady Milk 20+ is a source of essential nutrients, delicious with more than 20 nutrients indispensable for a healthy body such as:

Choline, 4 vitamins, more than 6 minerals and 9 amino acids.

These essential nutrients help children develop physically and intellectually so that they are ready to conquer challenges every day.

Visit www.dutchlady.com.vn for more information.

Modern appeal is employed right at the beginning of this advertisement via the form of imperative to introduce the new product of Dutch Lady Milk - Dutch Lady Milk 20+. Additionally, it also emphasizes the benefits of the product as using the product, children can deal with different challenges every day. This use of imperative is like a stimulus for customers, especially children, as the desire of conquering is always apparent in people’s mind. The advertisement then continues with more details about the components of the product to persuade consumers that the product is good for children. Finally, the product website is stated for customers to require further information.

In short, Modern appeal can be realized by such words as “new”,

“advanced”, “first” and “the latest” in American advertising. In Vietnamese advertisements, however, it is normally manifested by the word “new”. In terms of syntax, Modern appeal in both American and Vietnamese commercial magazine advertisements can be realized by one-word utterance “New”, noun phrases or imperative forms.

Linguistic realization of Distinctive appeal in American and Vietnamese

Previous studies of advertising from cross-cultural pragmatic

Previous studies of advertising appeals