Advertising is a device to arouse consumers' attention to a commodity and induce them to use it. In the increasingly keen competition of the market economy, advertising is an important means of scrambling for markets. According to the American Marketing Association, Chicago, "Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor."
Advertising is as ubiquitous as the air we breathe. Advertising has become the part and parcel of present-day life. From everywhere around us, advertisements of diverse types come naturally to our life. In spite of it, there is an attractive power, which is able to manipulate the consumer; an invisible voice of advertisement advocates, encourages, asks, announces and deeply embeds into peoples’ minds. Advertising unifies language, pictures, music; it contains information, invokes emotions and imaginations, it can capture all five human senses.
In order to enhance the appeal of an advertisement, advertising writers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases or sentences, to make an advertisement beautiful and attractive. In the practice of the advertising, people pay more and more attention to the use of figures of speech with every effort to make the advertising succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.
In terms of advertising language, advertising texts are of great value for the analyses from marketing experts, sociologist, etc. and last but not least linguists. Sociologists may be interested in the fact, how advertising influences the values, attitudes and behavior of the society. And marketing experts and advertising agencies are interested in the language of advertising to find the tricks how to make advertising more effective. On the other hand, linguists are interested in language of advertising because they want to know how particular language works in this type of discourse, which linguistic means are used here and how advertising language is changing in the course time.
I have no ambition to make an analysis of language of adverting from all aspects such as phonological, lexical and morphological, syntactic and semantic aspect. Within the scope of my study in this thesis, I only focus on the sentence patterns used in advertisements. AN INVESTIGATION INTO THE SENTENCE PATTERNS USED IN TRAVLE ADVERTISEMENTS ON ENGLISH AND VIETNAMESE WEBSITES is the study of what kinds of sentences are presented in the mass media – websites.
2. Aims of the study
In this thesis, the hypothesis and the research questions are:
What are the features of travel advertising sentences used in English and Vietnamese websites?
To what extent are the identified characteristic features similar and different between English and Vietnamese? Are they due to the social and cultural influences on the advertisement writers?
What suggestions should be noted for teaching and learning about travel advertisements?
In order to demonstrate the features of sentence patterns used on website advertisements, I combine qualitative and quantitative analysis. According to Nunan (1992) (adapted from Richard and Cook, 1979), a qualitative research is a naturalistic and uncontrolled observation, subjective, grounded, discovery-oriented, exploratory, descriptive and inductive (p. 4). Maykut and Morehouse (1994) define qualitative research as generally examining people’s words and actions in narrative or descriptive ways more closely representing the situation as experienced by the participants. The aim of qualitative research is to discover meanings that emerge after close observation, careful documentation, and thoughtful analysis.
The qualitative method is used to gather data. The data are then analyzed both qualitatively and quantitatively in terms of the mean length. When studying the features of sentence patterns used, as a result of quantification, we can look for recurring patterns emerging from the data.
First I collect data for study from the internet, including advertisements written in English and those written in Vietnamese. The two sources then are to be investigated from a cross – linguistic perspective to study the similarities and differences between the sentence patterns of the two languages.
On the ground of the findings in this stage of investigation, the texts in advertisements are randomly chosen and closely analyzed to serve the goals and aims of the study.
4. Scope of the study
The study deals with sentence patterns used in travel advertisements on English and Vietnamese websites. The data for the study consists of texts from advertisements on English and Vietnamese websites. My areas of interest are the passages advertising specific tourist attractions in cities. The travel advertisements selected here are, therefore, about different places in some foreign countries and Vietnam.
Due to a shortage of time and within the limitation of an M.A thesis, the study only focuses on the analysis and comparison of 10 travel advertisements in each language.
5. Design of the study
The introduction of the study is aimed to give the background of the study. It mentions the rationale, aims of the study, the research methods, scope of the study and the process of research.
The development part of the thesis consists of three chapters: