A Study On Lingustic Features Of Pun In English Versus Vietnamese Advertisments

Abstract

The advertising language is a special one with many interesting features that differentiates itself from any kinds of other language. Advertisers have exploited some stylistic devices, including pun to beautify as well as strengthen the effectiveness of the advertisements. This thesis is aimed to conduct a study on linguistic features of pun employed in English and Vietnamese advertisements. The data of 220 samples (110 in English and 110 in Vietnamese) which are collected from TV and websites is categorized, analysed and compared to find out the similarities and differences between the two advertising languages. The findings show both English and Vietnamese share some common types of pun: Pun Based on Sound and Spelling, Pun Based on Syntax, Pun Based on Meaning and Pun with Idioms, Proverbs and Famous Sayings. Each kind of pun has its own characteristics which play important roles in persuading customers to buy the products or use the services. The frequency of each kind of pun between the two advertising languages is then compared and some similarities and differences of pun used in English and Vietnamese are revealed. Based on the findings, the thesis gives out some implications and suggestions for language teachers, learners in teaching and learning about the application of pun as well as for advertisers in exploiting pun in their advertisements to have fantastic impressions on customers.