Frequency of bald-on record strategies in American- 123docz.net

CHAPTER 3 POLITENESS STRATEGIES IN AMERICAN AND

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

3.4.1. Frequency of bald-on record strategies in American and Vietnamese

According to Brown and Levinson’s (1987) theory, bald-on record is considered the least politeness strategy, and it is often used when the risk of the

(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

face loss is the lowest. Therefore, it may be hard to explain why this kind of strategy is still utilized in advertising. However, the prime reason for using bald- on record strategies is that the speaker wants to do the FTA with maximum efficiency more than he wants to satisfy the hearer’s face. Additionally, the motives for doing so can be varied because of different context. As a result, bald- on record strategies are evident in the selected data as can be shown in Table 3.4.

Table 3.4. Bald-on record strategies

in American and Vietnamese commercial magazine advertisements

Bald-on record strategies

American advertisements

Vietnamese advertisements

Examples

Task oriented 2.86 4 It’s your chance, embrace it. (Chanel) Request 11.43 0 Use as directed for 14 days to treat frequent

heartburn. (Nexium)

Alerting 2.86 0 Experience the Camry V6 for yourself at toyota.com/camry. (Camry)

Suggestion/

advice 40 8

Để biết thêm thông tin chi tiết, bạn hãy nhờ dƣợc sỹ đại học tƣ vấn theo số 1900 6033.

(Viên uống hoa thiên)

Warning 0 8 Đừng để bé bỏ lỡ cơ hội học hỏi khi không

khỏe mạnh. (Enfagrow A+) Imperative

form 42.86 80 Dive in and watch the trailer at

WaterFireSaga.com (Deep down)

Table 3.4 indicates that among the six bald-on record strategies present in the selected data, Imperative form is the most popular bald-on record strategy for both American and Vietnamese advertisements; however, the proportion of using that strategy is different. While in Vietnamese data, it constitutes the majority of bald-on record strategies with 80%, in American advertising, it only covers 46.3%. There are two bald-on record strategies named Request and Alerting evident in American data only while Warning only appears in Vietnamese data.

Additionally, Suggestion and Advice covers 40% of Bald-on record strategy in American advertising, nearly the same proportion as the most frequently-used

strategy – Imperative form. Examples of advertisements portraying bald-on record strategies are given below.

Advertisement 10:

Product: Camry car

Description: A black Camry car on the racing road surrounded by red color Text:

CAMRY

Thrill Rude

268 HP.

CAMRY SE IS ONE HECK OF A RIDE.

Experience the Camry V6 for yourself at toyota.com/camry.

The linguistic politeness strategy employed in this advertisement is bald- on record by the use of imperatives. The aim of using imperative here is to invoke the urgency of the product being offered thus persuading the target audience to get the product. In this advertisement, the advertiser first shows the offer that Camry can bring the target customer “thrill rude and one heck of a ride.” The ad-writer then urges the customer to experience the Camry V6 themselves to see whether or not Camry V6 is worth purchasing.

Advertisement 11:

Product: Functional food – Hoa Thien

Description: Two images of the product, one is small, and the other is doubled in size.

Text:

VIÊN UỐNG

Hoa thiên

Công ty cổ phần Dược phẩm Hoa Thiên Phú đã đưa ra thị trường sản phẩm Viên Uống Hoa Thiên với các thành phần nhƣ tinh chất mầm đậu nành, nhung hươu, L-cystine, quy râu, ngưu tất, lô hội, omega-3, 6, collagen… có khả năng bổ sung, tăng cường nội tiết tố nữ, nhờ vậy khắc phục được 3 vấn đề mà phụ nữ sau tuổi 30 thường phải bận tâm sức khỏe, nhan sắc và đời sống vợ chồng.

Với tác dụng cân bằng nội tiết tố nữ, Viên Uống Hoa Thiên giúp giảm khô hạn, tăng ham muốn, tăng cường sinh lý nữ, giúp giấc ngủ sâu, ngon hơn và không còn đau đầu, bốc hỏa, chóng mặt đồng thời chống lại tình trạng da nhăn, khô, sạm, trả lại cho phụ nữ làn da căng mịn, đàn hồi, trắng sáng. Để biết thêm thông tin chi tiết, bạn hãy nhờ dƣợc sỹ đại học tƣ vấn theo số 1900 6033.

Hoa Thien Phu Pharmaceutical Joint Stock Company has introduced the product of Hoa Thien with ingredients such as soybean essence, deer velvet, L-cystine, beard, aloe vera, aloe vera, omega-3, 6, collagen ... which have the ability to supplement and enhance female hormone; as a result, it helps women overcome 3 issues that women after the age of 30 often have to bother: health, beauty and conjugal life. With the effect of female hormone balance, the capsules help to reduce diarrhea, increase libido, enhance female physiology, help deep and better sleep, have no headache; hot flushes; and. It also helps to reduce dizziness, wrinkles, dry skin and women will have stretch, elastic, white skin. For more information, please consult the University Pharmacy Consultant at 1900 6033.

“Advice” according to Brown and Levinson (1987: 76) is one of the acts that can threaten the negative face of the hearer, so it needs to be softened with redressive action. However, they also define the so-called “sympathetic advice”

which is primarily in the hearer’s interest and given to convey the speaker’s care about the hearer and therefore about the hearer’s positive face (Brown and Levinson, 1987: 98). As can be seen in advertisement 11, after introducing a variety of the product’s ingredients, its use and its benefits, the advertiser gives

advice to the target customer on how to enquire more information about the product by calling number 1900 6033 to get the advice from the physicians.

Frequency of bald-on record strategies in American and Vietnamese

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