A Contrastive Study Of Linguistic Features Of Advertising Slogans For Mobile Electronic Devices In English And Vietnamese

Abstract

This thesis was to study the syntactic and semantic features of advertising slogans for mobile electronic devices in English and Vietnamese. The descriptive and contrastive methods were used in combinations with the qualitative and quantitative approach. The findings of this study were presented based on a collection of 200 samples in English and Vietnamese (100 in English and 100 in Vietnamese) taken from the Internet, magazines and newspapers. The thesis aimed at withdrawing the similarities and differences in syntactic and semantic features of advertising slogans for mobile electronic devices in English and Vietnamese. Syntactically, the analyzed advertising slogans were presented in forms of phrasal, sentential and mixed structures. Semantically, the advertising slogans were categorized into five semantic fields including benefits, connectivity, design, technical innovation and uniqueness. The thesis also discovered the underlying cultural features to explain the similarities and differences in syntactic and semantic features of advertising slogans for mobile electronic devices in English and Vietnamese. Besides, the study put forward some implications to help advertisement composers in writing efficient advertising slogans for mobile electronic devices in English and Vietnamese. Moreover, the thesis offered some pedagogical implications from the English and Vietnamese advertising slogans for mobile electronic devices for English and Vietnamese teaching and learning.