Frequency of politeness strategies in American and- 123docz.net

CHAPTER 3 POLITENESS STRATEGIES IN AMERICAN AND

3.1. Frequency of politeness strategies in American and Vietnamese commercial

This section is dedicated to answer the first research question “What are politeness strategies employed in American and Vietnamese commercial magazine advertisements?” It mainly presents and discusses what politeness strategies are employed in American and Vietnamese commercial magazine advertisements and then it is hoped that the result can reflect the cultural differences of the two countries embedded in the priority of using different kinds of politeness strategies in advertising.

3.1. Frequency of politeness strategies in American and Vietnamese commercial magazine advertisements

As mentioned in 2.5.1, the research framework for politeness in this study is politeness theory of Brown and Levinson (1987) with certain adaptation. On the basis of this theory, politeness strategies in the selected American and Vietnamese magazine advertisements are classified into five groups namely bald-on record, positive politeness, negative politeness, off-record and mixed group; then, their frequency is sought.

The findings of the analyzed American and Vietnamese magazine advertisements chosen for the current study in Table 3.1 show an obvious difference between American and Vietnamese advertisers in the choice of one politeness strategy but not another strategy.

(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

66 Politeness strategies America

(%)

Vietnam (%)

Examples

Bald-on record politeness 3.56 2.5

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

- 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)

Single positive politeness 17.1 28.9 - Your best beautiful begins at Olay.com (Olay)

- Cũng nhƣ bạn, chúng tôi yêu những giấc ngủ ngon. (Electrolux air conditioner) Multiple positive politeness 0.37 1.2

- Insta-rich color so dripping with shine it makes everything you say, juicy. (Cover girl)

- Với công nghệ tiên tiến, sơn nước cao cấp ngoài trời Dulux Weathershield bảo vệ ngôi nhà bạn trước mưa, nắng, gió, bụi,... bất kể thời tiết. (Dulux Weathershield paint)

Single negative politeness 4.87 11.03 - Maybe she’s born with it; maybe it’s Maybelline. (Maybelline) - Bạn có thể trẻ hơn mười tuổi. (Aveyron sheep placenta)

Multiple negative politeness 0 0.1 - HUGGIES® Dry miếng lót: 40 năm kinh nghiệm toàn cầu, triệu triệu Mẹ tin dùng.

(HUGGIES diaper)

Single off-record politeness 2.7 1.6 - 268 HP, Camry SE is one heck of a ride. (Camry) - Dumex – Nuôi dƣỡng từ trái tim. (Dumex) Multiple off-record politeness 0 0 - Not applicable

Positive + negative politeness 0 0.1 - Nâng bước con yêu với nguồn dinh dưỡng thích hợp. (Dumex) Negative + positive politeness 1.3 5.1

- Packed with natural shea butter, eos leaves your skin super-soft and irresistibly smooth.

- 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. (Sanyo)

Negative + off-record politeness 0.37 0 - Advanced tech for superior eye effects. (Maybelline) Positive + off-record politeness 0 0.2 - Ngủ tƣ thế mình yêu, cả đêm siêu bảo vệ (Diana)

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Table 3.1 presents the frequency of politeness strategies in American and Vietnamese magazine advertisements. The strategies observed include bald-on record politeness, single positive politeness, multiple positive politeness, single negative politeness, multiple negative politeness, single off-record politeness and mixed politeness strategies. There are no or few multiple negative politeness strategies and multiple off-record politeness strategies in the selected data.

Additionally, a predominant number of American and Vietnamese magazine advertisements in this study utilize single positive politeness strategies (17.1%

and 28.9%, respectively). This result indicates that the ad-writers tend to use politeness strategies in adverting in order to create a rapport between them and readers. This result is rather in line with Hardin (2001) which indicates that in the United States’ advertising, there is the frequent use of positive politeness strategies.

The second popular type of politeness strategies used in American and Vietnamese magazine advertisements is single negative politeness. This strategy is used to different degrees. While in Vietnamese context, this strategy is ranked the second most popular strategy with a proportion of 11.03 %, in American advertising, it is used with nearly half of that proportion.

The third major politeness strategy is different between the two data sets.

In American magazine advertisements, it is bald-on record strategy which is ranked the third with 3.56%. This result seems to denote direct communicative style of American culture. On the other hand, it is the hybrid of negative and positive politeness strategy which is preferred by Vietnamese advertisers when its percentage is four times higher than that of American advertising.

An interesting difference between the use of politeness strategies in American and Vietnamese magazine advertisements lays in the use of the converse hybrid of negative and positive politeness strategy. Vietnamese

advertisements employ positive-negative hybrid as a politeness strategy whereas there is no such kind of combination in American advertisements.

There is not much difference in the use of single off-record strategy and the hybrid negative - off-record strategy. Both American and Vietnamese advertisers seem not to prefer using these two groups of politeness strategies in the selected data.

So far, Table 3.1 has just proposed the availability of different politeness strategies in American and Vietnamese magazine advertisements. The following part explores in more detail the proportion and linguistic realization of three major types of politeness strategies and illustrates the differences between two corpora by using examples taken from the available data.

Frequency of politeness strategies in American and Vietnamese commercial

Previous studies of advertising from cross-cultural pragmatic

Previous studies of advertising appeals