Frequency of single negative politeness strategies- 123docz.net

CHAPTER 3 POLITENESS STRATEGIES IN AMERICAN AND

3.3. Single negative politeness strategies in American and Vietnamese

3.3.1. Frequency of single negative politeness strategies in American and

In this part, the frequency of single positive politeness strategies in American and Vietnamese commercial magazine advertisements is examined based on Brown and Levinson’s (1987) politeness theory (Cf. Table 2.4, p.55).

The results are presented in Table 3.3.

Table 3.3. Frequency of single negative politeness strategies in American and Vietnamese commercial magazine advertisements

Single negative politeness

American ads (%)

Vietnamese ads (%)

Examples

conventionally indirect

10.7 5.8

Thanks to Hydroxycut, I look and feel amazing!

(Hydroxycut weight loss supplement)

Hàng triệu cô gái Dove đang vui cùng tóc đẹp không lo hƣ tổn! (Dove)

Question,

hedge 2.0 3.3 Có thể cô ấy đẹp tự nhiên, có thể là nhờ Maybelline. (Maybelline)

Be pessimistic 1.8 0 …youthful light that can fade due to fatigue, pollution, age. (Estee Lauder)

Minimize the

imposition 0 0 Not applicable

Give deference 1.8 0 Hey, pretty girl! (Neon mascara)

Apologize 1.8 0 Sorry for the confusion. (Skinny Cow® ice cream candy bar)

Impersonalize

S and H 43.6 71.7 Fragile, broken, failing hair not a chance.

(L'Oreal) State the FTA

as a general rule

0 1.7

Trẻ em thường dễ bị nhiệt miệng và sâu răng do sở thích ăn vặt và uống nước ngọt khoái khẩu.

(P/S trà xanh)

Nominalize 38.2 17.5 Hair fall and breakage reduced by 64%. (L'Oreal) Go on record

as a incurring a debt, or as not indebting H

0 0 Not applicable

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Table 3.3 shows that Vietnamese magazine advertisements use more negative politeness strategies than American ones. However, among the 10 negative politeness strategies, five of them (Be pessimistic, Minimize the imposition, Give deference, State the FTA as a general rule, and Go on record as a incurring a debt, or as not indebting Hearer) are not used or used with very small proportion. Additionally, Impersonalize Speaker and Hearer, Nominalize, and Be conventionally indirect strategy are the three most popularly used strategies in both American and Vietnamese magazine advertisements despite the different proportion. Nevertheless, there are undoubtedly differences in the use of different negative politeness strategies in American and Vietnamese advertising. While Impersonalize Speaker and Hearer constitutes the majority of single negative politeness strategy with 71.7% in Vietnamese data, this strategy and Nominalize strategy are preferred by American ad-writers with almost the same proportion. Interestingly, there are certain negative strategies utilized in one country’s adverts but not in the other’s. State the FTA as a general rule is the strategy appearing in Vietnamese advertisements but not in American ones whereas Be pessimistic, Give deference, and Apologize only appear in the American data.

The following advertisements illustrate the use of negative politeness strategies in American and Vietnamese advertising.

Advertisement 5:

Product: Monistat Complete Care Stay Fresh Gel

Description: A beautiful beach with fresh green water, a comfortable chair, 3 big letters “UGH” written on the sand, and the products presented from small to big ones.

Text:

When you're not feeling fresh "down there," nothing is perfect.

When you have feminine odor, you just don't feel like yourself. Get back to feeling like you again with MONISTAT Complete Care™ Stay Fresh Gel, a new product in our Complete Care line. In testing, OVER 90% of women agreed that it helped eliminate feminine odor and restore feminine freshness. That's because it works to block odor, not just mask it. Plus, the results last for days. So get MONISTAT® and keep on enjoying life's best moments.

In this advertisement, the linguistic negative politeness strategy is Impersonalizing speaker and hearer by avoiding the pronouns “I” and “you.”

By drawing the focus away from the customers, less attention is placed on them.

The advertisement states that “OVER 90% of women agreed that it helped eliminate feminine odor and restore feminine freshness”, then it continues with the explanation “That's because it works to block odor, not just mask it. Plus, the results last for days.” As a result, potential customers should choose Monistat to

“enjoy life‟s best moments.”

Advertisement 6:

Product: Skinny Cow ice cream candy bar

Description: 2 ice-cream candy bars at 2 corners on purple background Text:

Sarah K. says:

This Skinny Cow® ice cream candy bar is a YUMMY identity crisis

in my MOUTH!

160 CALORIES OF LOW-FAT ICE CREAM DELICIOUSNESS

Sorry for the confusion. But these SKINNY COW® tasty treats are Low-fat ice cream AND candy in one scrumptious 160 calories bar. Try Salted Caramel Pretzel and Cookies 'n Dough. Just not both at once.

And visit skinnycow.com for the chance to win delicious prizes.

The advertisement begins with the quotation from Sarah K. talking about the taste of Skinny Cow ice-cream candy “a YUMMY identity crisis.” She then continues mentioning the ingredient of the product which contains 160 calories of low-fat ice-cream. After that she apologizes for making the customers confused when talking about that ingredient. She explains in more details that this product contains low-fat ice-cream and candy in 160 calories bar at the same time. By using negative politeness strategy Apologize and more explanation, Sarah helps the customers feel happy when eating the product as it contains the sufficient but not too many calories. Consequently, the customers will not gain weight or become fat after using the product.

Advertisement 7:

Product: Sanyo fridge

Description: Linh Nga, a famous Vietnamese dancer is standing next to a Sanyo friend. On her hand is a bowl of salad of fresh vegetable and fruits. The upper food compartment of the fridge is open with full of fresh vegetable and fruit.

Text:

SANYO

Home Appliances Tủ lạnh

NGĂN THỰC PHẨM TRÊN TIỆN LỢI HƠN BAO GIỜ HẾT Thiết kế tinh tế, sang trọng với ngăn thực phẩm đƣợc bố trí thông minh vừa tầm tay, tủ lạnh Sanyo thế hệ mới sẽ đem đến cho bạn cảm giác thoải mái và tiện lợi tối đa khi sử dụng. Hãy khám phá, trải nghiệm và tận hưởng sự dễ chịu bạn chƣa từng biết đến.

SANYO

Home Appliances Fridge

THE UPPER FOOD COMPARTMENT – THE MOST CONVENIENT SO FAR

Exquisite and elegant design with a smartly spaced food compartment, the new Sanyo refrigerator will give you the ultimate comfort and convenience.

Discover, experience and enjoy the pleasures you have never known.

In this advertisement, the ad-writer uses the negative politeness strategy named Nominalize in combination with positive strategy Offer/ promise manifested in “Exquisite and elegant design with a smartly spaced food compartment, the new Sanyo refrigerator will give you the ultimate comfort and convenience” to highlight the advantage of the product. As a result, the audience has a feeling that this advantage is from the product itself, but not from the words used by the advertiser. In other words, the use of Nominalize makes the advertisement more objective, and then more persuasive to the target customers.

Frequency of single negative politeness strategies in American and

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