MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF DANANG

Nguyn Th Ngc nh

AN INVESTIGATION INTO LINGUISTIC FEATURES OF SOME STYLISTIC DEVICES IN ENGLISH AND VIETNAMESE ADVERTISING LANGUAGE
M.A. THESIS IN THE ENGLISH LANGUAGE

Supervisor: L Tn Thi, Ph.D.

Danang, 2012

OUTLINE
INTRODUCTION
2

REVIEW OF LITERATURE
3
4

METHODS AND PROCEDURES

FINDINGS AND DISCUSSION

CONCLUSION AND IMPLICATIONS

CHAPTER 1
INTRODUCTION

1. INTRODUCTION

1.1. Rationale
- Advertising is crucial in our modern society. - In EAL and VAL, advertisers use stylistic devices to make the advertisements succinct, accurate and vivid to arouse and persuade customers.
- There have been a number of studies on the stylistic devices used in AL. However, there are not many deep studies on contrast analysis in English and Vietnamese of any device.

1. INTRODUCTION

1.2. Aims and objectives

Aims
- studying linguistic features of repetition and antithesis in EAL and VAL - figuring out the similarities and differences in linguistic features of repetition and antithesis in EAL and VAL
- Present linguistic features of repetition and

Objectives

antithesis in EAL and VAL - Compare and contrast the above-mentioned features to clarify the similarities and differences of EAL and VAL - Suggest some implications for the creation and appreciation of AL containing SDs in general and repetition and antithesis in particular.

1. INTRODUCTION
1.3. Scope of the study
Linguistic features of repetition and antithesis in fields of advertising rhetoric

1. INTRODUCTION

1.4. Research questions

What are the linguistic features of repetition in EAL and VAL?

What are the linguistic features of antithesis in EAL and VAL?

What are the similarities and differences in linguistic features of repetition and antithesis in EAL and VAL

CHAPTER 2
LITERATURE REVIEW

2. LITERATURE REVIEW 2.1. A review of the previous studies

2.1.1. About advertising language
English

Mastering Advanced English Language (1997), Sara Thorne The Discourse of Advertising (2003, 2nd edition), Guy Cook MA Theses by Nguyen Thi Huynh Loc, Ngo Thi Nhu Ha, Phan Thi Uyen Uyen, etc.

Vietnameses

A Discussion Concerning Linguistic Units and Meaning in English Language Advertisements (1993) by Dinh Gia Hung, Ho Si Thang Kiet V ngn ng trong qung co (Trn nh Vnh Nguyn c Ton, 1993), Ngn ng qung co phng php sao phng (Nguyn c Dn, 1994), V lp lun trong qung co (Mai Xun Huy, 1999), i nt v qung co Vit Nam (V Thanh Hng, 2000.

2. LITERATURE REVIEW 2.1. A review of the previous studies

2.1.2. About stylistic devices English - I.R. Galperin, H.G. Winddowson, Sara Thorne, David Crystal, etc

Vietnamese
- C nh T, inh Trng Lc, Nguyn Thi Ho, inh

Xun Qunh, etc.

2. LITERATURE REVIEW 2.2. Theoretical background

2.2.1. About Stylistics 2.2.1.1. Stylistic Devices 2.2.1.2. Functions of Stylistic Devices 2.2.2. Repetition 2.2.2.1. Notion of Repetition According to Galperin, Repetition is also one of the devices having its origin in the emotive language. Repetition when applied to the logical language becomes simply an instrument of grammar. Its origin is to be seen in the excitement accompanying the expression of a feeling being brought to its highest tension. [21]

2. LITERATURE REVIEW
2.2.2.2. Classification of Repetition
Repetition of Sounds Repetition of Words and Structures

Alliteration Rhyme

Epizeusis Conduplicatio Anadiplosis

2
3 4

Anaphora
Epiphora Mesodiplosis

5
6

2. LITERATURE REVIEW 2.2. Theoretical background

2.2.1. About Stylistics 2.2.1.1. Stylistic Devices 2.2.1.2. Functions of Stylistic Devices 2.2.2. Repetition 2.2.2.1. Notion of Repetition

2.2.2.2. Classification of Repetition 2.2.2.3. Stylistic function of Repetition

2. LITERATURE REVIEW
2.2. Theoretical background
2.2.3. Antithesis 2.2.3.1. The Notion of Antithesis Stylistic opposition, which is given a special name, the term antithesis, is of different linguistic nature: it is based on relative opposition which arises out the context through the expansion of objectively contrast pairs. [21]

2. LITERATURE REVIEW 2.2. Theoretical background

2.2.3. Antithesis 2.2.3.1. The Notion of Antithesis 2.2.3.2. Classification of Antithesis

1
2 3 4

Pure antithesis
Negative antithesis Descriptive antithesis Context-bound antithesis

2. LITERATURE REVIEW 2.2. Theoretical background

2.2.1. About Stylistics 2.2.1.1. Stylistic Devices 2.2.1.2. Functions of Stylistic Devices 2.2.2. Repetition 2.2.2.1. Notion of Repetition

2.2.2.2. Classification of Repetition 2.2.2.3. Stylistic function of Repetition

2.2.3. Antithesis 2.2.3.1. The Notion of Antithesis 2.2.3.2. Classification of Antithesis 2.2.3.3. Stylistic Function of Antithesis 2.2.4. Parallel construction

CHAPTER 3

METHODS AND PROCEDURES

3. METHODS AND PROCEDURES

3.1. Research Method and Research Design 3.2. Research Procedure 3.3. Instruments for Data Collection 3.4. Data Collection 3.5. Data Analysis

3. METHODS AND PROCEDURES

Research design and methodology

Descriptive and contrastive methods are chosen as the general methodology
Data collection and analysis 100 samples in English and 100 samples in Vietnamese are taken from media and the Internet.

CHAPTER 4
FINDINGS AND DISCUSSIONS

4. FINDINGS AND DISCUSSION

4.1. LINGUISTIC FEATURES OF REPETITION IN EAL AND VAL 4.1.1. Repetition of Sounds in EAL and VAL 4.1.1.1. Rhyme in EAL and VAL Rhyme (also called assonance) is the repetition of identical or similar sound combinations of words (1) It takes a licking and keeps on ticking. (Timex Corporation) (2) Do you...Yahoo!? (Yahoo) (3) Mnh cha . Phi ng gu. (G7 coffee) (4) Di ng l cuc sng (HT Mobile)

4. FINDINGS AND DISCUSSION

4.1.1. Repetition of Sounds in EAL and VAL 4.1.1.2. Alliteration in EAL and VAL Alliteration is a phonetic stylistic device which aims at imparting a melodic effect to the utterance. The essence of this device lies in the repetition of similar sounds, in particular consonant sounds, in close succession, particular at the beginning of successive words. (5) M&Ms melt in your mouth, not in your hand (M&M Chocolate candies) (6) Make mine Moxie (Moxie beverage) (7) Ngon t tht. Ngt t xng (Ajingon) (8) Sn sng mt sc sng (Dutch Lady)

4. FINDINGS AND DISCUSSION

4.1.2. Repetition of Words in EAL and VAL 4.1.2.1. Anaphora in EAL and VAL The repetition of a word or phrase at the beginning of every clause. (9) Share moments. Share life Chia s khonh khc p, chia s cuc sng vui (Kodak) 4.1.2.2. Epiphora in EAL and VAL The counterpart of anaphora. It is the repetition of the same word or words at the end of consecutive sentences, clauses or phrases. (10) See new. Feel new. Hear new (Nokia) (11) Hear What You Like - When You Like (Rex Records) (12) Sang trng hn, thoi mi hn. (Yamaha Sirius) (13) Sc mu mi, sc ht mi (UNIF Noodle)

4. FINDINGS AND DISCUSSION

4.1.2.3. Mesodiplosis in EAL and VAL The repetition of a word or phrase at the middle of every clause. (14) You can do it. We can help. (Home Depot) (15) Ngon t tht. Ngt t xng (Ajingon)

4. FINDINGS AND DISCUSSION

4.1.2.4. Anadiplosis and Epizeuxis in EAL and VAL o Anadiplosis is the repetition of the last word of a preceding clause. The word is used at the end of a sentence and then used again at the beginning of the next sentence. (16 Kleenex Ultra. Ultra softness is all you feel (Kleenex Facial Tissue) o Epizeuxis (also called palilogia) is the repetition of a single word, with no other words in between. (17) M'm! M'm! Good! (Campells soup) (18) Hot ng lin tc lin tc lin tc (Fujxerox)

4. FINDINGS AND DISCUSSION

4.1.2.5. Conduplicatio in EAL and VAL The repetition of a word in various places throughout a paragraph (19) Values and values for you (VIB Bank) (20) Be all you can be (US Army) (21) Ho 100 - ng 100 im (Vina Acecook)

4. FINDINGS AND DISCUSSION

4.1.3. Repetition of Structure in EAL and VAL 4.1.3.1. Phrasal Level a. Noun Phrases a.1. Noun Phrases in EAL Possessive + N (22) My goodness, my Guinness (Guinness) Article + N (23) The Army. The Edge. (US Army)

4. FINDINGS AND DISCUSSION

Adj + N (24) Right service. Right price. (Ford, Australia 1970) Intensifier + Adj + N (25) No secluded beach No sun-bronzed beauty No mega-dollar yacht (Superlights Cigarettes)

4. FINDINGS AND DISCUSSION

a.2. Noun Phrases in VAL N + Adj (26) Thu nhp cao hn, cuc sng tt hn (Avon)
N + prep + N (27) A+ cho b, @ cho m, Mazada cho c nh (Mediajohson) (141) Ngi ca b, nim vui ca m (Ph Ti Photo Studio) Det + N + Adj (28) Mt phong cch tr, mt phong cch x tin (Kotex)

b. Verb Phrases V + Od (29) Share moments. Share life. (Kodax) (30) Chia s khonh khc p, chia s cuc sng vui (Kodax) (31) Have a break, have a Kit Kat (Kit Kat Candy) (32) Cures headache, Relieves exhaustion (Coca Cola/1896)

4. FINDINGS AND DISCUSSION

V+A (33) Made by Italians. Enjoyed by Everyone. (Francesco Rinaldi) (34) See new. Feel new. Hear new (Nokia) (35) Ngh khc, lm khc, ung khc (Sanmiguel Beer) Adv + V (36) Once driven, forever smitten (Vauxhall Motors - 1980s) (37) Lun lun lng nghe, lun lun thu hiu (Prudential)

c. Adjective Phrases c.1. Adjective Phrases in EAL Adj + Prepositional phrase (38) Bigger in Texas, Better in a Dodge (Meineke)
Adv + Adj (39) Always healthy, always tasty (Meiji)

c.2. Adjective Phrases in VAL Adj + Adv (40) Sang trng hn, thoi mi hn (Yamaha Sirius) Adj + or + Adj (41) Rn ri hay mng nh. Mnh m hay si ng (Fujifilm) Adj + prepositional phrase (42) Ngon t tht. Ngt t xng (Ajingon) (43) Ni bt vi thit k np trt! Ngu hng vi camera VGA! (Samsung)

4. FINDINGS AND DISCUSSION

4.1.3.2. Sentential Level S+V+O+A (44) You got peanut butter in my chocolate! You got chocolate in my peanut butter! (Reese's Peanut Butter Cups) S+V+O+C (45) You've Got a Lot to Live, Pepsi's Got a Lot to Give (Pepsi) (46) y khng phi l nc, y khng phi l sa thng (Berlamin)

4. FINDINGS AND DISCUSSION

S+V+A (47) If it's on, it's in (Radio Times, MCBD) S+V (48) Kid tested. Mother approved (Kix breakfast Cereal) (49) Mt thy tai nghe (SAMSUNG)

4. FINDINGS AND DISCUSSION

4.2. LINGUISTIC FEATURES OF ANTITHESIS IN EAL AND VAL 4.2.1. Pure antithesis Antonym is used as a base for this kind of antithesis. (50) It takes a tough man to make a tender chicken (Perdue) (51) You've got questions, we've got answers. (Radio Shack) (52) Thnh tch ca b hm nay, thnh tu t nc mai sau (Nutroplex) (53) C i ln? - Khng, ti i xung Anh i xung? - Khng, ti ang ln (Gollia)

4. FINDINGS AND DISCUSSION

4.2.1. Negative antithesis Negative antithesis is a kind of antithesis in which one of the two cohesive expressions is the negative form of the other. Namely, one of them is expressed by a negative particle such as no, not, khng, chng, cha, etc (54) Does she ... or doesn't she? (Clairol) (55) Gi v, mui khng v (Vn An Mosquito Screens)

4.2.1. Descriptive antithesis Descriptive antithesis is a type of antithesis in which at least one of the two cohesive expressions is a phrase describing the signal of the contrastive attribute. (56) C th bn khng cao nhng ai cng phi ngc nhn (Si Gn Special Beer)

4. FINDINGS AND DISCUSSION

4.2.4. Context-bound antithesis In this type, the governor and bounder are not antonymous (both direct and indirect). However, under the pressure of the co-existence in certain context, they become context-bound antithesis. (57) Low Fares. Way Better (Air Lingus Company) (58) Nh, mi thi trang Nh, m tinh t Nh, y tin ch Nh, lun ng cp Nh, m phong cch (H Ni Beer)

4. FINDINGS AND DISCUSSION

4.3. THE SIMILARITIES AND DIFFERENCES BETWEEN EAL AND VAL IN TERMS OF REPETITION AND ANTITHESIS

4.3.1. Similarities - Similar features: simple, concise, vivid and attractive - High aesthetic effects - Repetition of structure occurs most frequently, then anaphora - Pure antithesis ranks first in the four types of antithesis - English and Vietnamese repetition and antithesis often do not operate alone but combine together.

4. FINDINGS AND DISCUSSION

4.3. THE SIMILARITIES AND DIFFERENCES BETWEEN EAL AND VAL IN TERMS OF REPETITION AND ANTITHESIS

4.3.2. Differences

EAL
- The number of repetition of sounds is higher - Use more noun phrases - Employ a more variety of structures - Only three types of antithesis can be found

VAL
- Anaphora and epiphora, especially epiphora occur more frequently - Use more adjective phrases - Less variety of structure

- All four types of antithesis are found.

CHAPTER 5 CONCLUSION AND IMPLICATIONS

5. CONCLUSION AND IMPLICATIONS

5.1. CONCLUSIONS

o Advertisers often use stylistic devices to make their advertisements more persuasive and effective.
o The thesis is carried out in the light of stylistics. It is a descriptive and contrastive analysis of repetition and antithesis in AL. o This study has tried to present and interpret an then highlighted the similarities and differences of stylistic features of repetition and antithesis in AL.

5. CONCLUSION AND IMPLICATIONS

5.2 IMPLICATIONS o For Learners - Understanding and enriching their knowledge of stylistic devices - Providing them with some necessary strategies and techniques in writing and translating advertisements

o For Teachers - Teaching English and English stylistics through advertisement is an interesting teaching style for the learners

5. CONCLUSION AND IMPLICATIONS

5.2 IMPLICATIONS
o For Advertisers and Businesses providing some knowledge of stylistic devices in order to benefit the advertisers and businesses in doing the advertising o For Customers - satisfying their wants by informing the benefits of products and services - showing them what goods to buy, what services to use.

5. CONCLUSION AND IMPLICATIONS

5.3. LIMITATIONS OF THE STUDY

o This thesis only investigates the two commonly used devices in AL. With the limited data for the analysis all kinds of repetition and antithesis have not been fully covered.
o The similarities and differences in stylistic features in English and Vietnamese advertising language has not been analyzed clearly yet.

5. CONCLUSION AND IMPLICATIONS

5.4. SUGGESTIONS FOR FURTHER RESEARCH

o An investigation into pun on advertising language. o A better and clearer study on antithesis in English and Vietnamese advertisements.