business slogans in english and vietnamese = khẩu hiệu kinh doanh trong tiếng anh và tiếng việt tt
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VIETNAM NATIONAL UNIVERSITY
UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES
FACULTY OF POST- GRADUATE STUDIES
***
BÙI THỊ TRANG
BUSINESS SLOGANS IN ENGLISH AND VIETNAMESE
(KHẨU HIỆU KINH DOANH TRONG TIẾNG ANH VÀ
TIẾNG VIỆT)
Minor thesis
Field: English Linguistics
Code: 60 22 15
HANOI – 2010
VIETNAM NATIONAL UNIVERSITY
UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES
FACULTY OF POST- GRADUATE STUDIES
***
BÙI THỊ TRANG
BUSINESS SLOGANS IN ENGLISH AND VIETNAMESE
(KHẨU HIỆU KINH DOANH TRONG TIẾNG ANH VÀ
TIẾNG VIỆT)
Minor thesis
Field: English Linguistics
Code: 60 22 15
Supervisor: Assoc. Prof. Dr. Trần Xuân Điệp
HANOI - 2010
3
TABLE OF CONTENTS
PART I: INTRODUCTION
1. Rationale …………………………………………………………………
1
2. Aims and Objectives of the Study………………………………………….
1
3. Scope of the Study………………………………………………………….
2
4. Method of the Study………………………………………………………
2
5. Design of the Study…………………………………………………………
2
PART II: DEVELOPMENT
Chapter 1: Theoretical Background
1. Business Slogans – Another Term of Advertising Slogans………………
4
2. A Review of Previous Studies ……………………………………………
4
3. Advertising as a Form of Communication………………………………….
6
3.1. Communication…………………………………………………………
6
3.2. The Definition of Advertising…………………………………………….
7
3.3. Advertising Functions…………………………………………………….
8
3.4. Types of Advertising……………………………………………………
9
3.5. Structure of an Advertisement……………………………………………
10
4. Advertising Slogan as Part of an Advertisement…………………………
10
4.1. Definition of Slogan………………………………………………………
10
4.2. Characteristics of a Good Advertising Slogan……………………………
12
Chapter 2: An Investigation into Certain Linguistic Features of some
English and Vietnamese Advertising Slogans
1. Procedures…………………………………………………………………
14
1.1. Data Collection…………………………………………………
14
1.2. Data Analysis……………………………………………………………
15
2. The Analysis………………………………………………………………
15
2.1. Graphetic Features………………………………………………………
15
2.2. Phonological Features…………………………………………………….
16
4
2.3. Lexical Features…………………………………………………………
18
2.4. Syntactic Features………………………………………………………
22
2.5. Semantic Features………………………………………………………
25
Chapter 3: Findings and Discussions
1. Findings and Discussions on Graphetic Features…………………………
27
2. Findings and Discussions on Phonological Features……………………….
27
3. Findings and Discussions on Lexical Features……………………………
28
4. Findings and Discussions on Syntactic Features…………………………
30
5. Findings and Discussions on Semantic Features…………………………
31
PART III: CONCLUSION
1. Recapitulation of main ideas………………………………………………
32
2. Limitations of the study…………………………………………
34
3. Suggestions for further research……………………………………………
34
REFERENCES
35
APPENDIX I. LIST OF ENGLISH ADVERTISING SLOGANS……………
I
APPENDIX II. LIST OF VIETNAMESE ADVERTISING SLOGANS……
III
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