An Investigation Into Bank Slogans In English And Vietnamese

Abstract

This thesis deals with English and Vietnamese bank slogans in terms of lexical choice, syntactic and pragmatic features. It is aimed to find out the similarities and differences of the bank slogans written by the native English users and the native Vietnamese users in terms of the three aspects mentioned. The data of the study were collected from the Internet, especially the official websites of English and Vietnamese Banks and field-related online newspapers. They were then described and contrastively analyzed on lexical choice, syntactic and pragmatic aspects under qualitative and quantitative approaches. The findings of the study reveal some similarities and differences of lexical choice, syntactic and pragmatic features of bank slogans in both languages. In terms of similarities, bank slogans in both languages show the tendency to prefer the use of some word classes such as nouns to the others such as adverbs; also, bank slogans in both languages are used to express the banks‟ commitments, belief establishment, power and working philosophy. In terms of differences, the results of the study show bank slogans in both languages differ in the application of structures at word and sentence levels, and speech acts.