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MINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF DANANG

Nguyn Th Ngc nh

AN INVESTIGATION INTO LINGUISTIC FEATURES

OF SOME STYLISTIC DEVICES IN ENGLISH ANDVIETNAMESE ADVERTISING LANGUAGE

M.A. THESIS IN THE ENGLISH LANGUAGE

Supervisor: L Tn Thi, Ph.D.

Danang, 2012


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OUTLINE

INTRODUCTION1

REVIEW OF LITERATURE2

METHODS AND PROCEDURES3

FINDINGS AND DISCUSSION4

CONCLUSION AND IMPLICATIONS5


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CHAPTER 1

INTRODUCTION


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1. INTRODUCTION

- Advertising is crucial in our modern society.

1.1. Rationale

- 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.


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1. INTRODUCTION

Aims

Objectives

1.2. Aims and objectives- studying linguistic features of repetition and

antithesis in EAL and VAL

- figuring out the similarities and differences in

linguistic features of repetition and antithesis inEAL and VAL

- Present linguistic features of repetition and

antithesis in EAL and VAL

- Compare and contrast the above-mentionedfeatures 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.


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1. INTRODUCTION

Linguistic features of repetition and antithesis infields of advertising rhetoric

1.3. Scope of the study


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1.4. Research questions

1

What are the linguistic features of repetition in EAL

and VAL?

2

What are the linguistic features of antithesis in EAL

and VAL?

3What are the similarities and differences in

linguistic features of repetition and antithesis in

EAL and VAL

1. INTRODUCTION


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CHAPTER 2

LITERATURE REVIEW


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2.1. A review of the previous studies

2. LITERATURE REVIEW

- A Discussion Concerning Linguistic Units and Meaning inEnglish Language Advertisements (1993) by Dinh GiaHung, Ho Si Thang Kiet

- V ngn ng trong qung co(Trn nh Vnh Nguync 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 VitNam(V Thanh Hng, 2000.

English

Vietnam-eses

2.1.1. About advertising language- 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.


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2.1. A review of the previous studies

2.1.2. About stylistic devices

- I.R. Galperin, H.G. Winddowson, Sara Thorne, David

Crystal, etc

- C nh T, inh Trng Lc, Nguyn Thi Ho, inhXun Qunh, etc.

English

Vietnamese


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Epizeusis1

2 Conduplicatio

3 Anadiplosis

4 Anaphora

6 Mesodiplosis

5 Epiphora

Repetition of Wordsand Structures

Alliteration1

2 Rhyme

Repetition ofSounds

2.2.2.2. Classification of Repetition


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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. Repetition2.2.2.1. Notion of Repetition


2.2.2.3. Stylistic function of Repetition


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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 theexpansion of objectively contrast pairs. [21]

2.2.3. Antithesis2.2.3.1. The Notion of Antithesis




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2.2.3. Antithesis

2.2.3.1. The Notion of Antithesis

2.2.3.2. Classification of Antithesis

Pure antithesis1

2 Negative antithesis

3 Descriptive antithesis

4 Context-bound antithesis




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2.2.1. About Stylistics2.2.1.1. Stylistic Devices

2.2.1.2. Functions of Stylistic Devices

2.2.2. Repetition

2.2.2.1. Notion of Repetition


2.2.2.3. Stylistic function of Repetition2.2.3. Antithesis

2.2.3.1. The Notion of Antithesis2.2.3.2. Classification of Antithesis

2.2.3.3. Stylistic Function of Antithesis

2.2.4. Parallel construction


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CHAPTER 3

METHODS AND PROCEDURES


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3.1. Research Method and Research Design3.2. Research Procedure

3.3. Instruments for Data Collection

3.4. Data Collection

3.5. Data Analysis

3. METHODS AND PROCEDURES


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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.


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CHAPTER 4

FINDINGS AND DISCUSSIONS


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4.1. LINGUISTIC FEATURES OF REPETITION INEAL 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 identicalor similar sound combinations of words

(1)It takes a licking and keeps on ticking.

(Timex Corporation)

(2)Do you...Yahoo!? (Yahoo)

(3)Mnhcha.Phinggu. (G7 coffee)

(4) Di ngl cuc sng(HT Mobile)

4. FINDINGS AND DISCUSSION


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4.1.1. Repetition of Sounds in EAL and VAL4.1.1.2. 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 particularconsonant sounds, in close succession, particular at the

beginning of successive words.

(5) M&Msmelt in yourmouth, not in your hand

(M&M Chocolate candies)(6) MakemineMoxie (Moxie beverage)

(7) Ngon t tht.Ngt t xng (Ajingon)

(8) Sn sng mt sc sng (Dutch Lady)



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4.1.2. Repetition of Words in EAL and VAL

4.1.2.1. Anaphora in EAL and VALThe repetition of a word or phrase at the beginning of every clause.

(9) Share moments. Share life

Chia skhonh khc p, chia scuc 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) Seenew. Feelnew. Hearnew (Nokia)

(11) Hear What YouLike - When YouLike (Rex Records)

(12) Sang trnghn, thoi mi hn. (YamahaSirius)

(13) Sc mu mi, sc htmi (UNIF Noodle)



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4.1.2.3. Mesodiplosis in EAL and VAL

The repetition of a word or phrase at the middle of every

clause.

(14) Youcan do it. Wecan help. (Home Depot)

(15) Ngon ttht. Ngttxng (Ajingon)



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4.1.2.4. Anadiplosis and Epizeuxis in EAL and VALo 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 FacialTissue)

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) Hotnglin tc lin tc lin tc (Fujxerox)



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4.1.2.5. Conduplicatio in EAL and VALThe repetition of a word in various places throughout a

paragraph

(19) Values andvalues for you (VIB Bank)

(20) Be all you canbe (US Army)(21) Ho 100 - ng100 im (Vina Acecook)



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4.1.3. Repetition of Structure in EAL and VAL4.1.3.1. 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)



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Adj + N(24) Right service. Right price. (Ford, Australia 1970)

Intensifier + Adj + N

(25) No secluded beachNo sun-bronzed beauty

No mega-dollar yacht

(Superlights Cigarettes)



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a.2. Noun Phrases in VAL N + Adj

(26) Thu nhp cao hn, cucsngtthn (Avon)

N + prep + N(27) A+ cho b, @ cho m, Mazada cho c nh (Mediajohson)

(141) Ngica b, nim vui cam (Ph Ti Photo Studio)

Det + N + Adj

(28) Mtphong cch tr, mtphong cch x tin (Kotex)



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b. Verb Phrases V + Od

(29) Share moments. Share life. (Kodax)

(30) Chiaskhonhkhcp, chiascucsngvui (Kodax)

(31) Have a break, have a Kit Kat(Kit Kat Candy)(32) Cures headache, Relieves exhaustion (Coca Cola/1896)


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V + A(33) Made by Italians. Enjoyed by Everyone. (Francesco

Rinaldi)

(34) See new. Feel new. Hear new (Nokia)

(35) Nghkhc, lm khc, ungkhc (Sanmiguel Beer)

Adv + V

(36) Once driven, forever smitten (Vauxhall Motors - 1980s)

(37) Lun lun lngnghe, lun lun thuhiu (Prudential)



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c. Adjective Phrasesc.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)


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c.2. Adjective Phrases in VAL Adj + Adv

(40) Sang trnghn, thoi mi hn (Yamaha Sirius)

Adj + or + Adj

(41) Rnri hay mngnh.Mnhmhay si ng(Fujifilm)

Adj + prepositional phrase

(42) Ngon ttht.Ngttxng (Ajingon)

(43) Nibtvithitknptrt!Nguhngvi cameraVGA! (Samsung)


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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 khngphi l nc, y khngphi lsathng

(Berlamin)



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S + V + A(47) Ifit's on, it's in(Radio Times, MCBD)

S + V

(48) Kid tested. Mother approved(Kix breakfast Cereal)

(49) Mtthy tai nghe (SAMSUNG)



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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 atough man to make atender chicken (Perdue)

(51) You've gotquestions, we've gotanswers. (Radio Shack)

(52) Thnh tch ca bhm nay, thnh tutncmai sau

(Nutroplex)

(53) C iln? - Khng, ti ixung

Anh ixung? - Khng, ti angln

(Gollia)



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4.2.1. Negative antithesisNegative 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 ... ordoesn't she? (Clairol)

(55) Gi v, muikhng v

(Vn An Mosquito Screens)



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4.2.1. Descriptive antithesisDescriptive 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 thbnkhng caonhngai cngphingc nhn(Si Gn Special Beer)


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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. WayBetter (Air Lingus Company)

(58) Nh, mi thi trangNh, m tinh tNh, ytin chNh, lun ng cp

Nh, mphong cch(H Ni Beer)



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4.3. THE SIMILARITIES AND DIFFERENCESBETWEEN 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


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- The number of repetition ofsounds is higher

- Use more noun phrases

- Employ a more variety of

structures

- Only three types of antithesis

can be found

- Anaphora and epiphora,especially epiphora occur

more frequently

- Use more adjective phrases

- Less variety of structure

- All four types of antithesis are

found.

4.3. THE SIMILARITIES AND DIFFERENCES BETWEEN

EAL AND VAL IN TERMS OF REPETITION ANDANTITHESIS

4.3.2. Differences

EAL VAL



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CHAPTER 5

CONCLUSION ANDIMPLICATIONS


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5. CONCLUSION AND IMPLICATIONS

5.1. CONCLUSIONS

o Advertisers often use stylistic devices to make theiradvertisements more persuasive and effective.

o The thesis is carried out in the light of stylistics. It is adescriptive and contrastive analysis of repetition andantithesis in AL.

o This study has tried to present and interpret an then

highlighted the similarities and differences of stylisticfeatures of repetition and antithesis in AL.


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5.2 IMPLICATIONS

o For Learners

- Understanding and enriching their knowledge of stylisticdevices

- Providing them with some necessary strategies and

techniques in writing and translating advertisements

o For Teachers

- Teaching English and English stylistics throughadvertisement is an interesting teaching style for thelearners


CONCLUSION AND IMPLICATIONS


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5.2 IMPLICATIONS

o For Advertisers and Businesses

providing some knowledge of stylistic devices in order tobenefit the advertisers and businesses in doing the advertising

o For Customers

- satisfying their wants by informing the benefits of productsand services

- showing them what goods to buy, what services to use.


5 CONCLUSION AND IMPLICATIONS


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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 fullycovered.

o The similarities and differences in stylistic features in

English and Vietnamese advertising language has not beenanalyzed clearly yet.


5 CONCLUSION AND IMPLICATIONS


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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.



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