Frequency of single positive politeness strategies- 123docz.net

CHAPTER 3 POLITENESS STRATEGIES IN AMERICAN AND

3.2. Single positive politeness strategies in American and Vietnamese

3.2.1. Frequency of single positive politeness strategies in American and

In this part, single positive politeness strategies in American and Vietnamese commercial magazine advertisements are examined on the basis of Brown and Levinson’s (1987) politeness theory which indicates fifteen different positive politeness strategies (Cf. Table 2.4, p.55). The frequency of single positive politeness strategies in the selected data is presented in Table 3.2 as follows:

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Table 3.2. Frequency of single positive politeness strategies in American and Vietnamese commercial magazine advertisements

Positive politeness America (%)

Vietnam

(%) Examples

Notice, attend to H – create a friendly environment

12.02 1.75

As you age, it's not just about lines and wrinkles. (Juvéderm) Từ nay, bé đã có một sản phẩm dành cho riêng mình.

(Mì gấu yêu) Exaggerate (interest,

approval, sympathy with H

0 0 Not applicable

Intensify interest to H 2.73 1.05

You won’t believe what happens next. (Divergent) Làm thế nào mà ngực của tôi tăng lên 2 cỡ chỉ trong 3 tuần! (Vitabreast)

Use in-group identity

marker 4.37 2.1

Let's make today fun. (Toyota)

Hãy đón chào và tham gia tiệc tân gia của gia đình tại www.giadinhcomfee.com và cùng tận hưởng làn gió thơm mát mới nhé. (Comfort)

Seek agreement 3.83 0 Easy on, easy off and no smudge - what could be better? (Lancôme)

Avoid disagreement 0.55 0 Yeah, it’s pretty great. (Embassy suites hotel).

Presuppose, raise,

assert common ground 3.28 2.45

There's courage in all of us. (Deep down book) Mead Johnson™ Nutrition – Nhãn hiệu nhiều mẹ tin dùng. (Mead Johnson)

Joke 0.55 0 That's something even cats find amazing. (Fresh Step) Assert or presuppose

S’s knowledge of and concern for H’s wants

1.64 0.35

You're 7 days away from helping your skin feel firm and elastic. (Dove)

Tết trao yêu thương, chớ lây vi khuẩn. (Lifebuoy Unilever)

Offer, promise 66.12 85.4

Just two servings a day of Gerber® infant cereal provide 90% of infants' daily iron needs. (Gerber cereal)

Enfagrow A+ Giúp bé phát triển trí não tốt hơn.

(Enfagrow A+)

Be optimistic 1.09 0.7 Olay total effects – Your best beautiful. (Olay) Mỗi ngày Skin Aqua, đố nắng hại da. ( Skin aqua sunscreen)

Include both S and H

in the activity 1.09 1.4

It’s how we’re fighting the human energy crisis one bar at a time. (Quakeup)

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

Give or ask for reasons 1.09 1.05

That's because it's a specially formulated gel designed to protect, balance, and restore, not just mask odor. (Monistat)

Dưỡng ẩm là nền tảng của làn da lid tưởng. (Vichy) Assume or assert

reciprocity 1.09 0 It’s your chance, embrace it. (Chanel)

Give gifts to H 1.09 4.55

The lip balm that makes you smile. (Eos lip balm) Khaki hang khi mua be Audi từ 15.07.2014 đến 15.09.2014 sẽ đƣợc tham gia trải nghiệm xe thể thao tại cung đường đua Dubai vào cuối năm 2014.

(Audi)

As can be seen from Table 3.2, among 15 kinds of single positive politeness strategies, 14 of them are used in American advertisements in comparison with 10 in Vietnamese advertisements. The positive strategies appearing in American advertisements but not in Vietnamese advertisements include Seek agreement, Avoid disagreement, Joke, Assume or assert reciprocity.

Exaggerate (interest, approval, sympathy with H) strategy does not appear in the selected data. Much more importantly, Offer/ Promise seems to be the prevalent strategy of both American and Vietnamese advertisers (66.12% and 84.5%, respectively). It seems that in order to draw attention, arouse interest, stimulate desire, or create conviction as Chow (2010) mentions, the stress of cooperation to demonstrate good will by offering or promising can fulfill both the advertisers and readers’ desire. Therefore, Offer/ promise is undoubtedly the popular positive politeness strategy in American and Vietnamese advertising. This finding is also in line with Escribano (2006) which indicates the tendency of using this strategy in advertising. However, while Give gifts to H ranks the second most popular positive politeness strategies in Vietnamese advertisements, Notice, attend to H – create a friendly environment is more popular in American advertisements. Additionally, as mentioned earlier, Seek agreement is the strategy that only appears in American advertisement; at the same time, it ranks the third most popular single positive politeness strategy of American selected advertisements.

Frequency of single positive politeness strategies in American and

Previous studies of advertising from cross-cultural pragmatic

Previous studies of advertising appeals