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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
Danang, 2012
OUTLINE
INTRODUCTION
2
REVIEW OF LITERATURE
3
4
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
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
What are the similarities and differences in linguistic features of repetition and antithesis in EAL and VAL
CHAPTER 2
LITERATURE REVIEW
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.
Vietnamese
- C nh T, inh Trng Lc, Nguyn Thi Ho, inh
2. LITERATURE REVIEW
2.2.2.2. Classification of Repetition
Repetition of Sounds Repetition of Words and Structures
Alliteration Rhyme
2
3 4
Anaphora
Epiphora Mesodiplosis
5
6
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]
1
2 3 4
Pure antithesis
Negative antithesis Descriptive antithesis Context-bound antithesis
CHAPTER 3
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
CHAPTER 4
FINDINGS AND DISCUSSIONS
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)
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)
4.2.1. 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)
4.3.1. 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.
4.3.2. 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
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.
o For Teachers - Teaching English and English stylistics through advertisement is an interesting teaching style for the learners
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.
o An investigation into pun on advertising language. o A better and clearer study on antithesis in English and Vietnamese advertisements.