CHAPTER 3 POLITENESS STRATEGIES IN AMERICAN AND
3.3. Single negative politeness strategies in American and Vietnamese
3.3.2. Linguistic realization of single negative politeness strategies in American
The following part examines linguistic realizations of the most popular negative politeness strategy namely Impersonalize S and H, then compare and contrast the use of such strategy in American and Vietnamese magazine advertisements. Finally, examples are also given to illustrate the uses of this strategy by American and Vietnamese advertisers.
The investigation into the use of Impersonalize S and H strategy in the selected data indicates that both American and Vietnamese magazine advertisements tend to avoid using personal pronouns “you” and “I” in the imperatives or performatives to seemingly less impose on the H. As a result, the imposition becomes agentless, and the H is not specified as the object of the imposition. Advertisement 8 can serve as an example in American data.
Advertisement 8:
Product: Maybelline nail polish
Description: Half of the page is half of the face of a beautiful girl with her colored nails. The other half is the image of the product.
(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
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TRENDING NOW
BLEACH SCENE
THE BLEACHED NEONS COLLECTION
THE OFFICIAL NAIL COLOR OF MERCEDES-BENZ FASHION WEEK IN NEW YORK.
COLOR STRAIGHT FROM THE SHOWS. IN 7 BLEACHED NEON SHADES.
#colorshowoff
MAYBELLINE
NEW YORK
MAYBE SHE'S BORN WITH IT. MAYBE IT'S MAYBELLINE®.
This Maybelline advertisement starts with the notice that this product is rather popular as it is “trending now.” It then continues with the introduction of its great popularity as it is the “official nail color of Mercedes-benz fashion week in New York.” After that, the use of Impersonalize S and H in the imperative
“Color straight from the shows” make the advertisement less impose on the H as it does not directly ask the target consumers to do so. It is, however, still effective because it helps the consumers understand the product’s popularity as well as its benefits when purchasing the product in the fashion week.
Another example can be seen from Vietnamese advertising as in:
Advertisement 9:
Product: Diana tampax
Description: A beautiful girl in a sleeping dress is sleeping comfortably in a purple starry background.
(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
Text:
Diana
Night siêu bảo vệ Ngủ Tƣ Thế Mình Yêu Cả Đêm Siêu Bảo Vệ SIÊU BẢO VỆ ĐA CHIỀU
Diana Night 35cm Siêu bảo vệ mới với công nghệ Siêu Bảo Vệ Đa Chiều cho phần cánh siêu rộng luôn ôm khít cơ thể trong mọi tƣ thế ngủ, giúp chống tràn sau tuyệt đối để con gái tha hồ ngủ tƣ thế mình yêu.
Diana Night super protection Sleep the way you like Super protection
Diana Night 35cm Super new protection with ultra-dimensional protection technology for ultra-wide wing always fit the body in every sleeping position, to help avoid overflowing absolutely to let the girl love sleeping.
Advertisement 9 is about a tampax product. It first introduces the new product of Diana – Diana Night, which can bring the girls a lot of benefits in their period. Then, the ad-writer employs Impersonalize S and H strategy when explaining with more detail the benefits of the product. As a result, the target consumers can be satisfactory when purchasing this product.
In short, different proportion can be traced in the use of Impersonalize S and H strategy in the two corpora. This strategy is mostly realized by the avoidance of the personal pronouns in both American and Vietnamese advertisements.