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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. LITERATURE REVIEW
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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2. LITERATURE REVIEW
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. LITERATURE REVIEW
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
2.2.2.2. Classification 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
2. LITERATURE REVIEW
2.2. Theoretical background
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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
2.2. Theoretical background
2. LITERATURE REVIEW
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2.2. Theoretical background
2. LITERATURE REVIEW
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
2.2.2.2. Classification 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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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)
4. FINDINGS AND DISCUSSION
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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
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
4. FINDINGS AND DISCUSSION
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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
5. CONCLUSION AND IMPLICATIONS
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
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
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.
5. CONCLUSION AND IMPLICATIONS
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