A Discourse Analysis Of English And Vietnamese Resorts’ Advertisements In The Usa And Vietnam

Abstract

This study aimed at conducting a discourse analysis of English and Vietnamese resort advertisements in the USA and Vietnam. Therefore, it analyzed and compared in resort advertisements in English and Vietnamese in terms of layout, grammatical features, lexical features, cohesive and stylistic devices. The data for analysis in this thesis were 200 samples of advertisement for resort advertisements in the Unites State and in Vietnam. The findings showed that both English resort advertisements (ERAs) and Vietnamese resort advertisements (VRAs) displayed a general layout with three parts: Headline, Body Copy and Additional Mentions. Lexical features showed expressions denoting qualities and benefits of resorts, characteristics of resorts by using adjectives, adverbs, pronouns and that nouns were prominent lexical features which were thoroughly analyzed and compared. Besides, reference, conjunction in both English and Vietnamese resorts’ advertisements were also exploited as cohesive devices. Finally, stylistic analysis reveals simile, metaphor, personification, rhetorical questions and hyperbole in ERAs and simile, personification and hyperbole in VRAs were the prominent devices used in both ERAs and VRAs. Based on the findings, the thesis gave out some implications and suggestions for teaching and learning in both languages. It is hoped that the result of the thesis is a useful reference to those who are interested in resort advertisements, especially advertisements for resorts or owners in promoting their trade name as well as their advertisements.