A DISCOURSE ANALYSIS OF COFFEE ADVERTISEMENTS IN ENGLISH AND VIETNAMESE

Abstract

This study examines the features of Systemic Functional Grammar in English and Vietnamese Coffee Advertisements by employing discourse analysis. The objective of this research is to apply a Systemic Functional Linguistics model of three meta-functions to the analysis of the clauses and their constituents in order to track some common features in the structural frameworks of Coffee Advertisements. It aims to examine the Interpersonal and Ideational functions of the Coffee Advertisements in English and Vietnamese to provide the Vietnamese teachers and students of English with an insightful knowledge concerning how language functions and organized in the Coffee Advertisements in English and Vietnamese. Certain points This study examines the features of Systemic Functional Grammar in English and Vietnamese Coffee Advertisements by employing discourse analysis. The objective of this research is to apply a Systemic Functional Linguistics model of three meta-functions to the analysis of the clauses and their constituents in order to track some common features in the structural frameworks of Coffee Advertisements. It aims to examine the Interpersonal and Ideational functions of the Coffee Advertisements in English and Vietnamese to provide the Vietnamese teachers and students of English with an insightful knowledge concerning how language functions and organized in the Coffee Advertisements in English and Vietnamese. Certain points of similarity and difference of the Functional Grammar aspects were also highlighted in English and Vietnamese Coffee Advertisements. Altogether fifty-five Coffee Advertisements in English and fifty-five ones in Vietnamese were pinpointed in order to determine the common features that result in producing the systemic constructs of the Coffee Advertisements discourse. The Systemic Functional Linguistics analysis shows that Declarative Mood is preferred over Interrogatives and Imperatives in English and Vietnamese Coffee Advertisements. The research also points out that both English and Vietnamese Coffee Advertisements dominate Material and Relational clause as major processes. The implication arises from this study, based on which suggestions are made for teaching, learning and advertising.of similarity and difference of the Functional Grammar aspects were also highlighted in English and Vietnamese Coffee Advertisements. Altogether fifty-five Coffee Advertisements in English and fifty-five ones in Vietnamese were pinpointed in order to determine the common features that result in producing the systemic constructs of the Coffee Advertisements discourse. The Systemic Functional Linguistics analysis shows that Declarative Mood is preferred over Interrogatives and Imperatives in English and Vietnamese Coffee Advertisements. The research also points out that both English and Vietnamese Coffee Advertisements dominate Material and Relational clause as major processes. The implication arises from this study, based on which suggestions are made for teaching, learning and advertising.