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CHAPTER 3 POLITENESS STRATEGIES IN AMERICAN AND

4.1. Frequency of advertising appeals in American and Vietnamese commercial

This chapter answers the second research question: What are advertising appeals employed in American and Vietnamese commercial magazine advertisements? The researcher first presents the frequency of advertising appeals in American and Vietnamese advertisements. Then, linguistic realization of advertising appeals is shown, and finally the findings and discussions are provided.

4.1. Frequency of advertising appeals in American and Vietnamese commercial magazine advertisements

As aforementioned (cf. 2.5.2., p.57), this study employs Pollay’s (1983) advertising appeal system. From the pilot study (cf. p.57), it is found that 30 advertising appeals are evident in the data set. Therefore, in this part, these 30 advertising appeals are examined in American and Vietnamese commercial magazine advertisements, and their proportion is sought.

The results reveal that Effectiveness (51.8%), Distinctive (28.2%), Modern (23.5%) and mixture of two appeals (16.9%) were used as primary appeals in both countries’ magazine advertisements. The results also reveal that Modesty, Maturity, Vain, and Sexuality appeals were not used as much in American and Vietnamese magazine adverts. Additionally, there are certain differences between the preferences of using advertising appeals between Amerian and Vietnamese advertising. Relaxation and Enjoyment, for example, are the two appeals that are more popularly used in American advertisements whereas Family is more favored in Vietnamese data. One interesting thing is Freedom appeal only appears in Vietnamese selected data. This finding goes against finding of Daechun (2003) which indicates the presence of this appeal in American advertising.

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Table 4.1. Advertising appeals

in American and Vietnamese commercial magazine advertisements

Appeals U.S.

(%)

Vietnam

(%) Total Examples

Effectiveness 40.4 63.2 51.8 In just 4 weeks, a significant improvement. (Estee Lauder) Có thêm 5 loại men tiêu hóa, bé tăng cân thấy rõ. (Bio Vital) Convenience 15.7 13.1 14.4

Easy on, easy off and no smudge - what could be better?

(Lancôme)

Ngăn thực phẩm trên tiện lợi hơn bao giở hết. (Sanyo) Cheap 3.1 1.6 2.4 Save up to $3.50 color show. (Maybelline)

Giảm giá 20-30% cho đệm bông ép Everon và Edelin. (Everon)

Technology 7.7 5.3 6.5

Inspired by high-performance fabrics, with flexible layers and Thermo Control technology to wick away moisture. (Stayfree) 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! (Artistry Crème)

Productivity 3.9 2.8 3.4 Hãy bắt đầu chăm sóc xương chắc khỏe ngay hôm nay cho cuộc sống năng động. (Alene)

Distinctive 36.7 19.6 28.2

Our Thinnest and Lishtest Tablet Ever. (Samsung)

Thưởng thức Combo Ronaldo, sưu tập trọn bộ 4 ly Ronaldo cực độc. (KFC)

Durability 4.0 1.9 3.0 For intense color that lasts up to 24 hours. (Maybelline) Thực hiện một lần, duy trì vĩnh viễn. (Gel Natrelle Inspira)

Natural 1.8 1.9 1.9

Burt's Bees 100% natural lip color makes layering easier than ever. (Burt‟s Bees)

Chiết xuất trà xanh, bột caffeine tự nhiên. (Herbal life) Plain 2.4 1 1.7 No artificial colors, flavors or preservatives. (Grabbers) Popularity 13.1 12.2 12.7

For every age, every ethnicity. (Estee Lauder)

Vì thế, 90% Mẹ tin dùng Bobby Fresh Newborn cho bé ngay từ ngày đầu tiên. (Bobby Fresh diaper)

Traditional 2.4 2.9 2.7 Classic waves. (Tresemmé)

Vaseline - Chuyên gia chăm sóc da từ 1870. (Vaseline)

Modern 30.3 16.6 23.5

Introducing our new MONISTAT Complete Care™ Stay Fresh Gel.

(Monistat fresh gel)

Đột phá mới từ Maybelline New York. (Maybelline)

Wisdom 2.3 2.2 2.3

A network of world-renowned skin experts who work together to address the root causes of skin concerns and formulate potent, powerful solutions that work. (Juvéderm)

(Meizan) là bí quyết của chuyên gia ẩm thực.

Maturity 0.4 0 0.2 As you age, it's not just about lines and wrinkles. (Juvéderm)

Youth 2.6 3.78 3.2

It also smooths wrinkles and reveals younger-looking skin.

(Skincare)

Bạn có thể trẻ hơn 10 tuổi. (Aveyron)

Modesty 0.4 0.3 0.4 Tampax radiant protects 30% better. (Tampax)

Magic 3.1 1.3 2.2

Professional-grade formula for instant volume and super high lift for an astonishing 24 hours. (L‟Oreal)

Sạch sáng thần kì. (Toshiba)

Vain 0.4 0 0.2 "…rich, radiant, ravishing color!" (Garnier) Relaxation 3.8 0 1.9 So you'll stay dry and comfortable. (Stay free)

Trải nghiệm không gian sống êm ả và thanh bình. (Hitachi)

Enjoyment 4.6 0.9 2.8

Let's make today fun. (Toyota)

… để bạn tiếp tục tận hưởng bản nhạc cuộc đời tuyệt đẹp bên những người thân yêu! (Life Caryn®)

Adventure 1.4 1.3 1.4 Make every trip an adventure with the muscular, versatile, all- new GLA. (Mercedes-Benz)

Freedom 0 2.8 1.4 Sự êm ái mới của nội y sẽ giải phóng cơ thể bạn khỏi sự gò bó.

(Pavo)

Health 4.4 7.0 5.7

With 40% less sugar and no artificial sweeteners. (Motts)

Công thức không độc hại, không chứa chất tạo màu hay hương liệu hóa học nên không gây kích ứng và khô da. (Seventh generation)

Security 1.8 2.5 2.2 Allstate claim Rateguard protects your rates from going up just because of a claim. (Rateguard)

Safety 1.3 1.2 1.3 Tinh chất dƣỡng ẩm thông minh, an toàn cho da nhạy cảm.

(Vichy)

Sexuality 0.4 0 0.2 The iconic men’s fragrance. (Azzaro)

Affiliation 1.4 1.3 1.4 Bạn chính là cô gái Dove, bạn biết mà! (Dove) Nurturance 2.4 2.2 2.3

For every awesome Yoobi school supply you buy, Yoobi will donate another one to classrooms in need right here in the USA.

Cơ hội trúng ngay tiền tỉ và vàng. (Kido) Family 0.9 2.5 1.7 The Mmm that helps families go. (Mmm)

Vị đậm đà gắn kết cả nhà. (Kido)

Community 0 2.6 1.3 Khi chọn sữa tươi Love'in Farm, bạn đã tiếp sức cho nông dân Việt.

(Love'in Farm milk)

Mixture of 2

appeals 16.3 17.4 16.9

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)

Mỗi cá tính đặc biệt ấy sẽ mang lại nhiều thú vị và bất ngờ cho từng thành viên trong gia đình của chính bạn. (Comfort)

Mixture of 3

appeals 0.9 2.5 1.7

Only Neutrogena® has exclusive Microclear® Technology that pushes medicine deep into pores to fight the acne you see and can't see. (Neutrogena)

Enfagrow A+ 360° Brain Plus mới với hệ dƣỡng chất ƣu việt cung cấp hàm lƣợng đúng DHA 75mg* theo khuyến nghị của các chuyên gia dinh dƣỡng quốc tế. (Enfagrow A+)

The use of these four primary appeals can be well-explained by such characteristics of magazine advertising as information richness and highly technological.

Effectiveness appeal, according to Pollay (1983), is normally used when the ad-writer needs to directly show the target consumers that the advertised product is useful, efficient and capable of helping consumers to achieve certain goals. Therefore, it is no doubt that the most basic objective of advertising – to inform customers of the problem-solving ability – can be demonstrated by this appeal. In this regard, magazine advertising can well serve the advertisers’ needs

to provide factual information to help the consumers achieve their objectives through the demonstration of the products’ usefulness, efficiency and functionality. Therefore, Effectiveness appeal has been confirmed as the most widely used appeal in certain studies on advertising like Dahl (2002) or Albers (1994). The following advertisements are some of the many advertisements using Effectiveness appeal in the selected data:

Advertisement 14:

Product: BB body skin cream

Description: A sexy girl next to the product, 2 big letters B Text:

JERGENS

GOES BODY

INTRODUCING BB BODY PERFECTING SKIN CREAM.

 HYDRATES • ILLUMINATES

 EVENS • FIRMS • CORRECTS

5 VISIBLE BENEFITS IN 5 DAYS

To learn more, go to Jergens.com

This is an advertisement of BB body cream. It starts by introducing the benefits of the product such as hydrates, illuminates evens, firms and corrects.

Then it confirms that using the product within 5 days, customers can witness the efficiency of the product which is mentioned earlier. Obviously, the product is effective in helping prospective buyers have a beautiful skin.

Advertisement 15:

Product: Ponds

Description: The image of the product with its cover opened.

Text:

DÕNG SẢN PHẨM CAO CẤP

POND'S

GIẢM THÂM NÁM & DƢỠNG TRẮNG SAU 7 NGÀY

HIGH QUALITY POND'S PRODUCTS

REDUCING PIGMENTATION AND WHITENING AFTER 7 DAYS OF USE

This is an advertisement of a cosmetic product named Pond’s. In this advertisement, Effectiveness appeal is used right at the beginning to stress the effectiveness of the product, that is reducing pigmentation and whitening just after 7 days of use. In other words, the advert stresses that by using the product in a short period of time (just one week), the consumers can find it helpful because it helps them to have better skin.

Secondly, it appears that magazine advertisements really arouse consumers’ interest in the product through the use of Distinctive appeal. It is the fact that everyone wants to pursue unique things with outstanding and exclusive features. As a result, Distinctive appeal serves as a token that motivates the consumers to buy the product by introducing the special features of the product.

Take the following advertisement as an example:

Advertisement 16:

Product: Pasta

Description: A yummy colorful pasta dish Text:

When you start with

FRESH CHEESE & AGED PARMESAN

ON TOP OF HAND LAYERED PASTA you get

THE BEST LASAGNA

made for you to love

This advertisement begins with the special components of Italian food, the pasta. It is cooked in combination with fresh cheese and aged parmesan on top, which makes the food become “the best lasagna.” Finally, it is concluded that the product is a distinctive one that is “made for you to love.” Undoubtedly, the target customers will not hesitate buying the product anymore.

Thirdly, the frequent use of Modern appeal can be explained by magazine advertisers’ firm desire to stress the advances of the products (Pollay, 1983). It is no doubt that almost everyone desires to use the most modern, improved and advanced product. Consequently, Modern appeal is of great importance in introducing the target customers the up-to-date features of the products.

Advertisement 17:

Product: Clear Shampoo

Description: A beautiful young girl with beautiful hair and the image of the product with water and cherry blossom surrounded.

Text:

MỚI

HOA ANH ĐÀO KHÔNG CÕN GÀU THƠM MÁT DÀI LÂU

CLEAR

VỚI TINH CHẤT HOA ANH ĐÀO

KHÔNG CÕN GÀU, CẦN GÌ PHẢI GIẤU!

NEW

CHERRY BLOSSOM FLAKE FREE

LONG-LASTING SCENT CLEAR

WITH CHERRY’S ESSENCE NO FLAKE, NO WORRY

The primary appeal used in this advertisement is Modern appeal which is used to introduce the new product of Clear, the Cherry Blossom Clear. The advert then continues by introducing the specific advanced features of the product. The new Clear product now contains the cherry’s essence which will help the target customers’ hair not only have long-lasting scent but also free of flake. That is why it is a product that the customers should purchase.

Not surprisingly, the mixture of two appeals was also one of the four primary appeals utilized in magazine advertisements. When introducing one product, the advertisers tend to use different appeals at the same time in order to draw attention, arouse interest, stimulate desire, create conviction, and above all, get action (Chow, 2010) of the consumers. The following advertisement will illustrate the point.

Advertisement 18:

Product: Eos shave cream

Description: the image of the product on pink background Text:

Be Irresistibly Soft and Smooth.

Eos shave cream is so rich and moisturizing, you can shave wet or dry. Packed with natural shea butter, eos leaves your skin super-soft and irresistibly smooth.

In this advertisement, two appeals are used just in one utterance “Packed with natural shea butter, eos leaves your skin super-soft and irresistibly smooth.” Firstly, the Natural appeal is used to introduce the natural element of the product “natural shea butter”, and then the advertiser claims the effectiveness of the product which “leaves your skin super-soft and irresistibly smooth.” The combination of the two appeals makes the advert be more persuasive and at the same time more objective.

Although sharing the four kinds of popular appeals used in advertising, American and Vietnamese magazine advertisements are still different in the use of such appeals. Firstly, Effective appeal is the primary appeal apparent in Vietnamese advertisement with 62.2%; that of American advertisements only constitutes 39%, which is not much different with the second-rank appeal named Distinctive (36.3%). Additionally, when considering the mixture of two appeals used in the advertisements in American and Vietnamese magazines, it is noticeable that while in American advertising, Effective appeal and Distinctive appeal are frequently combined, Vietnamese advertisers prefer using Effective appeal with Natural appeal, Technology or Health appeal.

Interestingly, there are also other differences in the use of advertising appeals in the two data sets. Firstly, in American advertisements, Relaxation and Enjoyment appeal are used with much higher proportion than in Vietnamese advertising. Specifically, in Vietnamese advertising, there is almost no Relaxation or Enjoyment appeal while in American data set, these two appeals are in the top ten most popular single appeals employed. This result is in line with that of Deachun (2010) which emphasizes that Enjoyment appeal is one of the frequently used appeals in American advertising. It is also in accordance with Shim (2002: 107) which indicates that American advertisements score higher in the use of appeals assigned to Low Uncertainty based on Hofstede’s cultural value dimensions.

Additionally, Community appeal is present in Vietnamese advertisements but not in American ones. This finding correlates with results from Sar &

Rodriguez (2014) when it confirms the preference in using more collectivistic appeals of Vietnamese advertisements.

However, the most noticeable result comes from the use of Freedom appeal in the selected American and Vietnamese adverts. While there is no Freedom appeal in American data, in Vietnamese advertisements, it ranks the 10 th most frequently utilized appeal. This result is quite contrast with the

Frequency of advertising appeals in American and Vietnamese commercial

Previous studies of advertising from cross-cultural pragmatic

Previous studies of advertising appeals