Linguistic realization of bald-on record strategie- 123docz.net

CHAPTER 3 POLITENESS STRATEGIES IN AMERICAN AND

3.4. Bald-on record strategies in American and Vietnamese commercial

3.4.2. Linguistic realization of bald-on record strategies in American and

The following part examines in detail the linguistic realization of the most popular bald-on record strategy in American and Vietnamese advertisements, Imperative form. Firstly, in terms of word numbers, most of American imperatives are rather short with the range from two words up to ten words;

Vietnamese imperatives, on the other hand, are relatively long with four up to forty words in an imperative. It seems to suggest that American ad-writers notice more to non-verbal messages while Vietnamese ones prefer using verbal language to convey their message. Additionally, this result also confirms low- context culture of America and high-context one of Vietnam.

Secondly, in terms of structure, although the syntactic form is imperative form, American and Vietnamese advertising employ different sentence patterns.

In American magazine advertisements, together with the imperative form to urge the target customers to purchase the products or use the service, telephone numbers or websites are also provided so that customers can know more about the products as in the following examples:

 Learn more ways to bend the rules at Lancome.com

 Find your color at sallyhansen.com

 Meet the extended family at eptfamily.com

 SIMPLY CALL 1855-THE-SALON 1855-843-7256 OR VISIT WWW.DREAMCATCHERS.COM

Vietnamese advertisements, beside the bigger numbers of words, tend to use imperative together with the brand name of the product as well as the product’s outstanding features. In other words, Vietnamese advertisers have a

(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

tendency of emphasizing the effectiveness of the products to convince their customers to buy their products. The following example illustrates this point:

 Hãy trải nghiệm ngay bí quyết Dove Phục Hồi Hư Tổn dưỡng tóc chắc khỏe, không lo hư tổn và chia sẻ khoảnh khắc vui cùng tóc đẹp qua hình chụp hoặc video để trở thành gương mặt của Dove.

(Experience the secret of Dove Restoration which make your hair healthy; you do not have to worry about damaged hair and share fun moments with beautiful hair through pictures or videos to become the face of Dove.)

As can be seen, in this advertisement, the imperative form is used to ask customers to “experience the secret of” the new product of Dove – Dove Restoration. After that, the advertisement continues with more explanation about the effectiveness of the product; that is the product can make customers’ hair healthier and therefore, customers do not need to worry about the damaged hair.

Consequently, with the beautiful hair, customers can take photos or make videos to show off their hair and become the face of Dove. A lot of messages are conveyed just in one imperative, and undoubtedly, many of customers, especially young girls would like to try this product to enjoy the benefits that the product can bring them.

Finally, in terms of semantics, both American and Vietnamese advertising utilize such words as “experience” or “taste” to persuade the customers to try the product to ensure that the product is as good as it is advertised. The following utterances are taken from both American and Vietnamese magazine advertisements:

 TASTE IT ALL (Camel)

 EXPERIENCE 100% SECOND-SKIN PERFECTION. (Maybelline)

 Hãy khám phá, trải nghiệm và tận hưởng sự dễ chịu bạn chưa từng biết đến. (Sanyo)

(Discover, experience and enjoy the comfort you never knew.)

 Cảm nhận vẻ đẹp đẳng cấp của Nissan Sunny với chiều dài vượt trội cùng phong cách sang trọng nổi bật trong dòng sedan hạng trung.

(Nissan Sunny)

(Experience the beauty of the Nissan Sunny with outstanding length and luxurious style prominent in the mid-size sedan.)

All in all, although Imperative form is the most popular Bald-on record strategy used by both American and Vietnamese advertising, it is realized by different linguistic patterns in the two data sets. Short utterances including other information like telephone numbers and/ or websites is the form that this strategy is realized in American advertising. In Vietnamese advertisements, longer utterances including the imperative in combination with product’s name and its distinctive features are normally used.

Linguistic realization of bald-on record strategies in American and

Previous studies of advertising from cross-cultural pragmatic

Previous studies of advertising appeals