A Study Of Persuasive Strategies In Advertisements Of Beauty Care Products In English And Vietnamese

Abstract

This thesis aim at conducting a study of persuasive strategies in advertisements for beauty care products in English and Vietnamese. The data for analysis are 250 samples (125 in English and 125 in Vietnamese) which contain persuasive strategies from the internet. The description research is carried out based on the combination of a variety of methods namely qualitative and quantitative. The thesis is analyzed, compared and contrasted the similarities and differences in persuasive strategies in advertisements for beauty care products in English and Vietnamese in term of layout, lexical choices, syntactic features and pragmatic feature. The findings show that both English and Vietnamese advertisement for beauty care products on the internet display a general layout with five parts: Headline, Body Copy, Illustration, Slogan and Standing details in which the Headline, the Body Copy are the main parts. Vocabulary choices, sentence types and voice are prominent grammatical features which were qualitatively and quantitatively analyzed and compared. Moreover, commonly used persuasive strategies of advertisements for beauty care products in English and Vietnamese are also identified. Finally, pragmatic features reveal that representative, commissive and directive are the most prominent devices used in persuasive strategies of advertisements for beauty care products in English and Vietnamese.