INTRODUCTION
Rationale
In today's rapidly evolving world, countless new products and services emerge daily, necessitating effective customer outreach Items such as food, beverages, medicines, and airline services are commonly promoted through mass media channels, including television, newspapers, magazines, the Internet, and radio As a result, advertising has become a vital tool for manufacturers to globally disseminate their offerings From economic, sociological, and psychological perspectives, advertisements are essential for organizations to convey their messages Slogans serve as the core of these advertisements, encapsulating key points that resonate with customers However, crafting a compelling slogan that effectively communicates the product's image and drives purchases is a challenging task Successful advertisers must possess a deep understanding of phonology, lexicology, syntax, and other linguistic elements to create impactful slogans.
Real estate advertisements dominate print media, particularly in newspapers and magazines, often emphasizing living facilities through their language However, Vietnamese real estate slogans lack memorability, with few making a lasting impression on consumers In contrast, English real estate advertisers excel at crafting sharp and engaging slogans that capture potential customers' attention, resulting in numerous notable examples globally This disparity raises important questions about effective slogan creation and the linguistic features essential for success Consequently, the study titled “A Contrastive Analysis of English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements” aims to enhance understanding of language use in real estate advertising for English teachers, learners, and Vietnamese advertisers.
Aims and objectives of the study
The aim of this study is to analyze and figure out the similarities and differences in the linguistic features of real estate advertising slogans in English and Vietnamese language
This study examines the phonological, lexical, and syntactic characteristics of real estate advertising slogans in English and Vietnamese The findings aim to provide valuable insights for Vietnamese advertisers in the real estate sector, enhancing their effectiveness and professionalism in marketing strategies.
Phonological features play a vital part in creating the sounds of the slogan when reading aloud so that customers can be impressed and remember the product better
Lexical and syntactic features play crucial roles in advertising, enabling advertisers to effectively connect with their target audience Lexical features help convey the advertiser's intentions and strategies, bridging the gap between producers and consumers through indirect communication Meanwhile, syntactic features, such as sentence types, phrases, and word order, are essential for crafting impactful slogans Without these linguistic elements, the communication goals of advertisers would remain unfulfilled, hindering their ability to engage customers effectively.
Research question and approaches
Due to the aims and objectives, the study is conducted to answer the following question:
What are the similarities and differences between English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements in terms of phonological, lexical and syntactic features?
This study utilizes descriptive, contrastive, and statistical methods to collect and analyze data, focusing on the characteristics of real estate slogans in English and Vietnamese By examining the frequency of specific linguistic features, the research aims to provide insights into the similarities and differences between the two languages in this context.
Scope of the study
All the slogans investigated in this study are taken from the printed advertisements of popular real estate companies and groups in English and
In this study, phonological, lexical and syntactic features of real estate slogans in English and Vietnamese are extensively discussed.
Significance of the study
This study offers valuable insights into both theoretical and practical aspects, shedding light on typical linguistic features employed in real estate slogans in English-speaking countries and Vietnam By identifying these features, the research provides English learners with a deeper understanding of language usage in daily life, while also empowering Vietnamese advertisers to craft innovative and effective slogans that cater to the local real estate market.
Design of the study
The study consists of three parts, entitled “INTRODUCTION”,
Part one Introduction states the identification of the problems, the research question, objectives, scope, significance and the design of the whole study
Part two Development composes of three chapters, namely Literature review,
Methodology, Findings and Discussion, respectively
Part three is the Conclusion which summarizes typical findings of the study, involves contributions of the research and suggests further research
The study ends with the References and Appendices.
Review of previous studies
Numerous global studies have explored various aspects of advertising in English, focusing on the characteristics of advertising language Notable works in this field include "Words in Advertisements" by Myers (1994), "The Language of Advertising" by Goddard (1998), and "Advertising as Communication" by Lars, which collectively highlight the significance of language in advertising.
In Vietnam, significant research on advertising language includes Phung's "Vấn đề quảng cáo" (1992), Tran and Nguyen's "Về đặc điểm của ngôn ngữ quảng cáo" (1993), Nguyen's "Một vài nhận xét bước đầu về ngôn ngữ quảng cáo" (1993), and Mai's "Các đặc điểm của ngôn ngữ quảng cáo dưới ánh sáng của lý thuyết giao tiếp" (2001) These studies primarily explore the functions, structures, and language used in advertisements, contributing to a deeper understanding of advertising communication.
There are also some other studies focus on some certain features of advertising language Some typical examples are “The discourse of Advertising” by Cook
(1992), “The use of metaphors on online advertising” by Anderson (1998),
“Advertising language: A pragmatic approach to advertisements in Britain and
Japan” by Tanaka (1999), and one written by Ton with “A discourse analysis of travel advertisements in English and Vietnamese” (2005)
Numerous M.A theses at ULIS have explored various aspects of advertising language, including a study by Bui (2010) that examined English slogans used in airline services, as well as research on presupposition and implicature in both English and Vietnamese.
This article explores the distinctive characteristics of advertising language, with a focus on slogans, through the lenses of semantics, discourse, and pragmatics While previous studies have laid a foundation, there remains a gap in contrastive analyses of advertisements in English and Vietnamese, particularly in specialized fields like real estate This research aims to identify the similarities and differences in linguistic features found in English and Vietnamese real estate advertising slogans.
Discourse
Discourse is a key area of research across various intersecting disciplines, with its definition varying significantly among scholars Cook (1989) describes discourse as a collection of well-formed grammatical sentences, while Halliday and Hasan (1985) approach it from a functional language perspective Crystal (1992) expands on this by defining discourse as a continuous stretch of language that exceeds a single sentence, often forming a coherent unit such as an argument, joke, or narrative.
Advertisements and advertising slogans are essential forms of discourse, effectively facilitating communication between manufacturers or service providers and their customers These promotional messages are crafted to be coherent and meaningful, with slogans serving as concise representations of the core messages being conveyed.
According to Fairclough (2003), “any actual instance of language in use” is a text In other words, text can be “written or printed” articles, or even “transcripts of
Text, while often associated with spoken conversations, interviews, and media content, is not sufficient for fully understanding human speech behavior, as highlighted by Mey (1993), who noted the importance of considering elements such as the speaker, listener, and their relationship Fairclough emphasized the interconnection between text and discourse, asserting that significant social scientific analysis must address theoretical questions about discourse, and that understanding the social impacts of discourse requires a close examination of communication events Thus, while text plays a crucial role in discourse, discourse analysis transcends mere linguistic examination of texts (Fairclough, 2003).
This study concludes that advertising serves as a crucial discourse, illustrating the dynamic relationship between advertisers and consumers during the buying and selling process It highlights the significant impact of advertisements on consumer behavior and decision-making in purchasing.
Discourse analysis
According to Nunan (1993:10), context refers to the situation that generates discourse and encompasses it, while Cook (1989) defines context as the external knowledge that aids in understanding and interpreting messages in both spoken and written forms Therefore, it can be concluded that context and discourse are inherently interconnected.
1.3.2 Role of context in discourse analysis
Hymes (1962) posits that context serves as a boundary for possible interpretations while also reinforcing the intended meaning, as it can "support a range of meanings." Context, along with social phenomena, relationships, and cultural factors, significantly influences language phenomena, which are also key subjects of discourse analysis.
Hymes mentioned the features of context which is relevant to reading and interpretation of discourse, including Adresser and Adressee, Audience, Topic, Setting, Channel, Code, Message-form, Event, Key, Purpose.
Advertising as a form of communication
Jeremy Bullmore, director of Wire and Plastic Products (WPP), defines advertising as “any paid-for communication overtly intended to inform and/or influence one or more people.” This perspective aligns with the principles outlined by the American Marketing Association, emphasizing the strategic role of advertising in shaping consumer perceptions and behaviors.
According to the American Marketing Association (AMA), advertising is the strategic placement of persuasive messages and announcements in various mass media, purchased by business firms, nonprofit organizations, government agencies, and individuals The primary goal is to inform or persuade a specific target audience about their products, services, organizations, or ideas.
Advertising is characterized as a form of non-personal communication, targeting groups rather than individuals Due to this nature, it is essential for advertising to adhere to legal regulations, moral standards, and psychological considerations within a country Furthermore, the effectiveness of advertising lies in its ability to generate revenue through carefully selected, impactful, and persuasive language.
According to the American Marketing Association (AMA), advertisement is defined as a persuasive message or announcement that is placed in mass media through paid or donated time or space by a recognized individual, company, or organization Essentially, advertisement refers to the process of promoting products or services to a target audience.
The model below shows the process of transferring advertising information or messages between advertisers and customers in which the context may affect the use of language
In analyzing discourse, the key components are the addresser and addressee, particularly in advertisements where the company communicates with customers The primary goal of advertisements is to highlight product quality and persuade targeted customers to make purchasing decisions, necessitating the use of engaging and strategic language This study focuses on printed media, where the message is conveyed solely through linguistic text, making linguistic features crucial for influencing potential buyers Each advertisement typically promotes a specific product range, requiring a vocabulary tailored to that field to effectively communicate customer benefits Additionally, since advertising slogans must be concise yet informative, careful consideration of linguistic devices is essential.
Since its introduction of the American advertising and sales pioneer Lewis
The concept of AIDA (Attention, Interest, Desire, and Action), introduced in 1898 and widely recognized in marketing and advertising literature by Strong in 1925, outlines the key functions of advertising While the main goal of advertising is to persuade the audience, it can achieve this objective through various methods.
To effectively persuade customers, capturing their attention is crucial Advertising slogans often employ unique or even quirky tactics to stand out, as unconventional approaches tend to leave a lasting impression on consumers, making them more memorable than conventional messages.
(2) Interest: the advertisement should attract customers‟ interest in its product
Engaging visuals, captivating advertising narratives, catchy musical tunes, and memorable slogans work together to capture attention Once interest is piqued, customers are motivated to explore further, ultimately fulfilling the product's intended purpose.
Advertisements play a crucial role in highlighting the necessity and benefits of a product, effectively catering to customer needs By emphasizing these aspects, they enhance consumer desire and motivate potential buyers to make a purchase.
(4) Action: after concerning costumers‟ desire, it is likely that purchasing is aroused and the purpose of the advertisers is successfully achieved
Different target customers and product types necessitate distinct advertising methods Bovée and Arens (1989) categorize advertisements into four groups based on factors such as geographic area, medium, and target audience.
(1) Geographic areas: local, regional, national and international advertisements
(2) Advertising medium: print and electronic advertisements
(3) Target audience: consumer and business advertising
Consumer advertisements dominate television, radio, magazines, and newspapers, focusing on everyday products such as food, beverages, transportation, and electronics Despite the general annoyance with ads in various media, consumers still seek information to inform their purchasing decisions Consequently, it is essential for advertisers to capture the attention of potential customers effectively.
Business advertisements are often less visible to individuals outside the business world, as they primarily appear in specialized media such as business periodicals, targeted emails, and trade shows focused on specific industries In contrast, consumer advertisements are more prevalent in mass media outlets.
According to Fletcher (2010) and Hoxie (2011), a standard structure of an advertisement consists of these following components:
A compelling headline captures attention by positioning key words strategically, effectively introducing the product and piquing customer curiosity.
(2) Sub-headline: it is needed when the headline cannot cover the advertiser‟s idea It is used to explain, clarify or emphasize the outstanding characteristics of the product
A slogan is a concise and impactful phrase that highlights the key benefits of a product, crafted to capture the audience's attention Its brevity and memorability are essential for effectively engaging customers and conveying the essence of the brand.
(4) Body: it is the logical continuation of headlines and sub-headlines The body should act as a campaign and must explain how the advertised product satisfies customers‟ need
Incorporating visual elements into advertisements enhances their memorability and appeal to customers Visual imagery serves as a powerful tool to effectively communicate the advertiser's message, reducing the risk of misinterpretation that can arise from text alone.
(6) Trademark: this is the distinctive name helps to differentiate similar types of products It is vital since it is used to avoid customers‟ confusion while purchasing
Advertising slogan as a part of an advertisement
A slogan, as defined by the Oxford Dictionary, is a memorable word or phrase used in various contexts, such as politics and advertising, to quickly convey an idea or attract attention Specifically, an advertising slogan serves as a verbal logo, positioned near the brand name, encapsulating the essence of the advertisement It is designed to be the most memorable part of the ad, ensuring that customers recall it first when thinking about the product.
Interestingly, slogans are often referred to with various terms in different countries
Countries Terms to refer slogans
The UK Endlines, end lines, straplines
The USA Tags, tag lines, taglines, theme lines
The Netherlands and Italy Pay-offs, payoffs
Some others Rip-offs, Slogos (slogan by the logo)
Table 1.1 Different terms of slogan worldwide
1.5.2 Criteria of a good advertising slogan
This thesis explores real estate advertising slogans designed to capture customer attention and encourage product purchases Slogans serve as a crucial first impression, highlighting the unique features of real estate offerings As noted by Simister (2013), effective advertising slogans should meet specific criteria to resonate with potential buyers.
2 It recalls the brand name
5 It reflects the brand personality
10 It’s not in current use by others
Features of advertising language
Rhetorical figures, or figures of speech, are essential in advertising research, as defined by McQuarrie and Mick (1996) as "an artful deviation in the form taken by a statement." Their significance in advertising can be attributed to three key reasons that underscore their impact on communication and consumer perception.
(1) Newly available content analyses have demonstrated the pervasiveness of figuration in the language of advertising (Leigh 1994)
(2) The continued, inadvertent use of rhetorical figures in experimental protocols without the appreciation of their history and distinctiveness
(3) The paradigmatic ferment associated with the advent of postmodern (Sherry 1999), semiotic (Mick 1986), and text-based perspectives (Hirschman and Holbrook 1992) is conducive to a focus on rhetorical phenomena in advertising
(cited in McQuarrie and Mick 1996)
Consumer research should encompass a comprehensive framework that integrates various figures found in advertisements This framework can be visualized as a tree diagram, consisting of three levels that correspond to different modes of figuration and four essential generative operations.
Figure 1.2 A taxonomy of rhetorical figures in advertising
The diagram illustrates the traditional differentiation between schemes and tropes, highlighting four key rhetorical operations at the third level: repetition, reversal, substitution, and destabilization Each of these operations showcases distinct applications and functions within rhetorical contexts.
This study employs the framework by McQuarrie and Mick to analyze real estate advertising slogans in English and Vietnamese, aiming to identify the similarities and differences between the two languages The analysis will focus on a collection of real estate slogans, highlighting notable features While various elements contribute to crafting effective slogans, including phonology, lexicology, syntax, and semantics, this paper specifically examines English and Vietnamese real estate advertisements through three key aspects: phonological features, lexical features, and syntactic features.
1.6.1 Phonological features 1.6.1.1 Use of rhyme
Rhyme, as defined by the Merriam-Webster dictionary, refers to the correspondence in terminal sounds within units of composition or speech Essentially, it involves the repetition of the last stressed vowel sound and all subsequent sounds in two or more words, creating a harmonious auditory effect.
Don’t just book it Thomas Cook it! – Thomas Cook 1.6.1.2 Use of alliteration
Alliteration is a powerful poetic technique that involves the repetition of initial consonant sounds in closely placed words This method enhances slogans by establishing a strong rhythmic pattern, making them more memorable and impactful for readers.
Functional….Fashionable…Formidable… - Fila 1.6.1.3 Use of anaphora
Anaphora is the repetition of words at the beginning of phrases The presence of anaphora in slogans makes them stay focus on the benefits brought by the product
Early treatment Early cure - Gyne Lotrimin medicine 1.6.2 Lexical features
1.6.2.1 Use of lexical verbs a) Use of finite and non-finite verbs
Finite verbs are those that express tense, encompassing both past and present forms, whereas nonfinite verbs, such as infinitives, gerunds, and participles, do not convey tense In essence, finite verbs indicate time, while nonfinite verbs lack this temporal distinction.
Going beyond expectations – Malaysia Airlines British Airways To fly To serve - British Airways b) Use of modal verbs
Advertisements often utilize modal verbs to emphasize the advantages of products instead of making definitive claims This strategy reflects a gentler, more subtle sales technique that appeals to consumers without being overly aggressive.
Betcha can’t eat just one - Lay‟s chocolate c) Use of tense of verbs
In advertising, the verb form aligns with the concept of time, with the simple present tense being the most commonly used This choice creates a tone of certainty and presents information as facts, while the imperative form enhances the persuasive appeal of the message.
Ultra softness is all you need – Kleenex Ultra Catch the Spirit! – Spirit Airlines d) Use of voice
As usual in advertising, more active than passive verb constructions were found, attributing an active role to both the potential customer and the advertiser/product
No one knows the land like a Navajo – Mazda 1.6.2.2 Adjectives
Adjectives play a crucial role in advertisements, often presenting factual information Notably, comparative and superlative forms of adjectives are used sparingly in this context This trend can be attributed to the emphasis on numerical data, which enhances the credibility and clarity of the message.
THAI - Smooth as Silk – Thai Airways International The closest thing to paradise - Raintree apartments 1.6.2.3 Geographical names and brand names
Geographic features play a vital role in identifying the origin of target objects, enabling audiences to differentiate between various sources of information In real estate, brand and geographical names serve as key indicators of location, significantly assisting customers in making informed product choices.
Ultra softness is all you need – Kleenex Ultra THAI - Smooth as Silk – Thai Airways International 1.6.2.4 Use of negation
Negation is used as the stretch of language over which the negative meaning operates
Nobody does it like you – Hover Vacuum Cleaner 1.6.3 Syntactic features
To create effective slogans, writers often utilize various sentence types, but short simple sentences, imperative sentences, and questions are particularly effective for conveying concise messages.
Hawaii starts here – Hawaii Airlines
In communication, the use of personal addressees is vital for building connections between speakers and their audience As noted by Hymes (1964) and Cook (1992), both addressers and addressees play essential roles in effective interactions Utilizing second addressees helps to bridge the gap between the speaker and the audience, fostering a sense of face-to-face communication and facilitating promises or guarantees.
Nobody does it like you – Hover Vacuum Cleaner We’ll take more care of you – British Airways 1.6.3.2 Phrasal level
According to Merriam Webster, phrase is known as “a group of two or more words that express a single idea but do not usually form a complete sentence”
Different types of phrases, including noun phrases, verb phrases, and adjective phrases, are utilized for their conciseness and clarity, making them precise constructs that resist any alterations or modifications.
Lower fares, fewer restrictions – American West Airlines 1.6.3.3 Repetition of structures
Parallelism refers to the similarity in structure between two clauses or sentences, enhancing the effect of language through its layout and sound Adhering to strict guidelines is essential for achieving effective parallel structure, including consistency in language, word count, and the use of parallel words, as well as maintaining harmony in rhyme and sound.
Fly high, pay low – Germanwings Service you deserve People you trust - McGinnis
As an indispensable part of an advertisement, advertising slogans also bear these linguistic features The next chapter will look at these features in terms of phonology, lexicology and syntax.
Research approaches and methods
To figure out the answer for the objectives of the study, these following approaches are employed
The descriptive approach, according to Seliger & Shohamy (1989), involves
This study employs a collection of techniques to describe naturally occurring phenomena without experimental manipulation, classifying it as a descriptive study It focuses on gathering data to detail the characteristics of certain linguistic phenomena found in the slogans of prominent real estate agencies in both English and Vietnamese, thereby investigating their frequency of occurrence.
The contrastive approach highlights the similarities and differences in real estate slogans between English and Vietnamese, enabling the identification of key characteristics in both languages This method not only enhances understanding of effective advertising strategies but also helps prevent common mistakes in slogan creation.
The statistical approach is essential for calculating proportions and frequencies, ensuring the reliability of study conclusions To clearly highlight the distinctive linguistic features of English and Vietnamese real estate slogans, the statistical results are presented in tables.
Research question
Due to the aims and objectives of the study mentioned earlier, the study is conducted to answer the following question:
What are the similarities and differences between English and Vietnamese Real Estate Advertising Slogans in Printed Advertisements in terms of phonological, lexical and syntactic features?
In the study, phonological, lexical and syntactic features of both English and Vietnamese real estate advertisements are conveyed in order to answer the given question.
Data collection instruments
This study analyzes 90 real estate slogans, comprising 45 in English and 45 in Vietnamese, to identify common linguistic features used by real estate advertisers The slogans are primarily sourced from printed advertisements of prominent real estate groups and well-known companies in the industry.
Fifteen newspapers and magazines in English published in England and America in the period of 2011-2015
Fifteen newspapers and magazines in Vietnamese published in the period of 2011-2015
These newspapers and magazines are selected due to their popularity and their target audience
The study examines a substantial collection of 45 real estate slogans in English and 45 in Vietnamese, representing major real estate groups from English-speaking countries and Vietnam This diverse set of slogans effectively showcases key linguistic characteristics of real estate advertising in both languages.
Research procedure
Particularly, after the aim of the study is set, data is collected from printed media including newspapers, magazines, and leaflets Accordingly, the procedure of the study will follow:
(1) Collect 45 real estate slogans from English and Vietnamese from printed advertisements
(2) Examine and analyze the phonological, lexical and syntactic features of those slogans
(3) Figure out the proportion of slogans using each feature to find out the outstanding trend among them
(4) Identify the similarities and differences between English and Vietnamese real estate slogans in terms of those linguistic features mentioned above
(5) Propose implications and suggestion for teachers and learners of business English as well as advertisers in the field of real estate
A slogan serves as a concise and impactful message from advertisers to customers, playing a crucial role in effective communication Each element of the slogan contributes to its overall success, making it essential to consider key ideas that resonate with the target audience.
An impactful slogan resonates with customers, making it memorable through its auditory appeal The effectiveness of a slogan is often enhanced by its rhythmic quality and the use of alliteration, which contribute to its overall sound when spoken aloud.
Effective communication relies on carefully chosen words that convey the intended message Commonly used words play a crucial role in enhancing clarity, while the average word count typically varies depending on the context Additionally, applying a coherent structure is essential for maintaining reader engagement and understanding.
The arrangement of the words chosen Some questions to be thought about such as Is the slogan a complete sentence or a phrase? What kind of sentence? What punctuation is appropriate?
Chapter summary
The study examines the distinctive features of English and Vietnamese real estate slogans, focusing on phonology, lexicology, and syntax To achieve its objectives, the research utilizes descriptive, contrastive, and statistical approaches A total of 45 slogans from each language were collected from various printed sources, including newspapers, magazines, brochures, leaflets, and posters The analysis highlights the proportion of slogans utilizing specific linguistic features, allowing for a comprehensive comparison of the typical characteristics of real estate slogans in both languages.
Phonological features
McQuarrie and Mick's framework (1996) identifies key phonological features such as sound repetition, rhyme, alliteration, and anaphora In analyzing advertising slogans within the real estate sector, it is evident that rhyme, alliteration, and anaphora are the most frequently employed techniques.
In both English and Vietnamese real estate advertisements, rhyme seems to be one of the most effective elements used to impress the customers about the product
It is commonplace to utilize the brand name and a word with similar rhyme to create a slogan
This technique is employed in English real estate slogans
If you can’t sell your home…I KEN – Ken William Light up your life at Lighthouse Square – Lighthouse Square
The slogan creatively utilizes a pun to create a memorable rhyme, reinforcing the brand name while evoking imagery reminiscent of wartime propaganda, particularly the iconic "We can do it" poster featuring female workers This clever approach not only highlights the brand's strength and capability but also aims to persuade customers by showcasing its unique power in the real estate sector.
The "lighthouse" serves as a powerful symbol of guidance for sailors navigating through a sea of diverse products By incorporating this imagery into their slogan, the advertiser aims to illuminate customers' lives, much like the lighthouse's beam that leads them safely home This connection emphasizes the brand's role in enhancing the beauty of life while providing direction amidst overwhelming choices.
In advertising, some brands mention their name without using rhyme, opting for a fallback approach instead However, this strategy often proves ineffective as it fails to emphasize the brand name Notably, real estate advertisers do not utilize this exception, highlighting the importance of brand visibility in their marketing efforts.
In the collection of Vietnamese real estate slogans, none incorporate the brand name in a rhyming manner with other sounds However, some slogans do feature rhyming elements in a fallback position.
Hồ nước trong xanh, cuộc sống an lành - D‟ Le Pont D‟Or Hoàng Cầu
This slogan highlights the advantages of living in the area, emphasizing the smart choice of residing in a picturesque location with fresh air and stunning lake views Real estate offerings aim to attract and impress customers by showcasing these appealing features.
The proportion of rhyme in English and Vietnamese real estate advertising slogans is shown in the table below:
Table 3.1 Slogan language at phonological level – use of rhymes
English advertisers utilize rhymes in slogans more frequently (13.3%) compared to their Vietnamese counterparts (4.5%), with only two English slogans featuring a rhyme with their brand name The rarity of rhyming slogans can be attributed to the linguistic skill required to craft them, as rhyming words create a memorable rhythm when spoken Slogans that incorporate this technique can effectively leave a lasting impression on potential customers, suggesting that Vietnamese advertisers should consider using rhymes to enhance their slogan effectiveness.
3.1.2 Use of alliteration and anaphora
Table 3.2 Slogan language at phonological level – use of alliteration & anaphora
Some common English real estate slogans include the use of alliteration (8,9%):
Creating caring community - Cedar Run People passionate about property – Hinternoosa
The two slogans feature alliteration, creating a rhythmic appeal The first slogan highlights the significance of community, showcasing a caring environment where customers feel at home In contrast, the second slogan focuses on customer empowerment, emphasizing their active role in shaping their living spaces This reflects the overarching goal of real estate advertisers to demonstrate their commitment to understanding and serving their target audience.
The analysis of Vietnamese real estate slogans reveals a notable absence of alliteration, which is rare in various advertising slogans This scarcity can be attributed to the multi-word nature of many real estate brand names, often featuring different initial letters, making it challenging to utilize the art of repetition effectively Additionally, the linguistic differences between Vietnamese, an isolated language, and English, an analytic language, further complicate the use of alliteration Instead, some Vietnamese slogans employ anaphora, showcasing a different stylistic approach.
Nơi đặt niềm tin – Nơi xây tố ấm - Khang Điền Kiệt tác của thiên nhiên Kiệt tác của con người - Hoa Binh Green City
Vietnamese advertisements focus heavily on showcasing products that enhance customers' lifestyles, emphasizing the concept of "nơi" as a desirable place to live The beauty of real estate offerings is highlighted with great care, likening them to masterpieces or "kiệt tác." This artistic approach is uniquely mirrored in just one English advertisement.
Outstanding agents Outstanding results - Remax
Vietnamese slogans tend to utilize nouns to identify products, while English slogans favor adjectives to highlight and recommend the overall characteristics of a company or group, rather than focusing on individual products Both English and Vietnamese advertisers demonstrate a modest use of anaphora, with 2.2% and 4.5% respectively, suggesting that they strive to incorporate this rhetorical device to create memorable slogans through repeated sentence structures, despite its infrequent application.
Lexical features
Words Number Proportion Words Number Proportion
Table 3.3 Slogan language at lexical level – use of field words
In real estate advertising, it's essential to incorporate industry-specific terminology Interestingly, despite the primary goal of these advertisements being to persuade customers to make a purchase, the words "buy" and "sell" are rarely featured In fact, only 2.2% of English slogans include the verb "sell," while no Vietnamese slogans utilize it at all.
If you can’t sell your home….”I KEN” – Ken Williams Selling the lifestyle you deserve - Murphy & Murphy
Advertisers in the real estate sector often focus on creating a sense of luxury and achievement rather than emphasizing the financial aspect of purchasing a property They utilize specific terminology that evokes feelings of high-class living, with popular verbs such as "live," "deserve," "call," "await," "want," "come," "create," "choose," "light up," and "look for." Notably, the verb "live" appears in 7 out of 45 slogans, representing 15.6% of the total, highlighting its significance in conveying a desirable lifestyle.
How you live begins with where you live - Stoney Brooke Live the life you choose - Beverly-Hanks & Associates Your guide to living in paradise - Australia Properties Connection
Advertisers aim to address consumer needs by highlighting key aspects of housing-related concepts such as home, living, lifestyle, and nesting place These terms reflect the desires and aspirations of potential customers, emphasizing the importance of creating a fulfilling living environment.
Selling the lifestyle you deserve - Murphy & Murphy Your life Your style Your home - Patchen Oaks
Vietnamese real estate slogans effectively utilize housing-related vocabulary such as "cuộc sống" (life), "ngôi nhà" (house), "tổ ấm" (home), and "phong cách sống" (lifestyle) to resonate with customer needs Notably, the term "thiên nhiên" (nature) appears in 8.9% of the slogans, reflecting a global trend towards living closer to nature Additionally, phrases like "không gian sống" (living space) and "môi trường sống" (living environment) are frequently used, highlighting the increasing demand for environmentally-friendly living By incorporating these concepts into their slogans, Vietnamese advertisers successfully persuade potential buyers and build trust in their products.
In the realm of real estate advertising, unique terminology is employed to create compelling narratives around houses and flats, allowing potential buyers to envision their purchase as a true home or sanctuary However, cultural differences shape the messaging strategies of advertisers; English ads highlight the significance of individual living conditions, while Vietnamese advertisements focus on the connection between the home and its surrounding environment, emphasizing the importance of a friendly community in enhancing quality of life.
3.2.2 Use of geographical names and brand names
Advertisers strive to enhance brand recognition among customers, and one effective strategy is incorporating the brand name into catchy advertising slogans This repetition ensures that as the slogan is recalled, the brand name becomes familiar and memorable In the realm of English real estate, advertisers leverage their brand names in slogans to highlight their merits, reputation, and achievements, reinforcing their presence in the minds of potential clients.
Light up your life….at Lighthouse Square! – Lighthouse Square
If you can’t sell your home…”I KEN” – Ken Williams There’s still time to make “The Creeks” your home! – The Creeks
The initial two slogans skillfully utilize phonological and lexical elements, incorporating the brand name alongside rhyming words like "light," "life," and "lighthouse." Additionally, the clever use of puns and homophones, such as "can" and "Ken," contributes to crafting distinctive and memorable slogans.
Effective slogans not only incorporate the brand names such as Lighthouse Square, Ken, and The Creeks, but they also highlight key benefits like "light up your life" and "sell your home," aligning with the essential criteria for a successful slogan.
In Vietnamese slogans, however, the brand name may appear at the beginning of the slogan, for example:
Ecopark - Thành phố xanh tươi cuộc sống mát lành – Ecopark
Ecopark's slogan captivates customers with its unique and meaningful message The term "eco" immediately resonates, evoking thoughts of an environmentally-friendly community where residents can thrive and enjoy a fulfilling lifestyle.
The phrase "thành phố - xanh, cuộc sống-mát lành" resonates deeply with Vietnamese homebuyers today, encapsulating a desirable lifestyle that emphasizes nature and tranquility This slogan effectively communicates the advertisers' message while appealing to environmentally-conscious customers, leaving a positive impression on potential buyers.
Particularly, there are some Vietnamese slogans containing geographical name:
Tương lai Phố Cổ - Mipec Riverside Nét châu Âu trong long Hà Nội - CT2B – HICC1
The slogan emphasizes a brighter future for individuals who have faced challenges living in the cramped, narrow houses and steep stairs of the Old Quarter (Phố Cổ) It aims to provide customers with a deeper understanding of the product, which symbolizes the aspirations and improved living conditions for residents in this historic area.
The second example effectively appeals to a high-class clientele, particularly those with experience living in European countries This target audience seeks modern, charming, and conveniently located living spaces Consequently, the slogan is poised for success, as it cleverly incorporates a geographical name that resonates with this discerning group of customers.
The infrequent use of brand and geographical names in English and Vietnamese real estate slogans can be attributed to their potential to disrupt the melodic quality and rhyme of the slogans These names tend to be lengthy or contain sounds that clash with the overall harmony of the slogan, making them less appealing.
The limited presence or absence of certain elements in the lexical features of real estate advertising slogans has resulted in a lack of coverage regarding the use of negation Future research is anticipated to address this gap by analyzing a larger collection of advertising slogans.
Syntactic features
3.3.1 Use of short simple sentences
Use of short simple sentences 13 28,9 % 1 2,2%
Table 3.4 Slogan language at syntactic level – use of simple sentences
A successful advertising slogan should be concise and straightforward, avoiding complexity and ambiguity Short and simple sentences are commonly employed in slogans, making them easy to remember and effectively fulfilling the need for memorable advertising messages.
Service you deserve People you trust - McGinnis Gmac Real Estate YOU deserve the ROYAL treatment - The enclave Hartland
In a different way, Vietnamese advertising slogans are rarely seen with the structure of a simple sentence
Short, simple sentences are widely used in advertising slogans to convey complete messages effectively In this context, English slogans account for 28.9% of the usage, while Vietnamese slogans represent only 2.2% English advertisers tend to favor simple sentences more than their Vietnamese counterparts, as they help articulate their ideas clearly and succinctly.
In addition, it can be seen that 100% of real estate slogans collected use the simple present tense as a claim of their ever-present and everlasting position
Table 3.5 Slogan language at syntactic level – use of imperative sentences
In advertisements, slogans often consist of concise, impactful phrases that serve as a call to action Rather than relying on elaborate persuasive language, advertisers typically employ imperative sentences to convey their message directly, effectively encouraging customer purchases.
Call Pat ….for your Real Estate chat! – PAT Live the life you choose - Beverly-Hanks & Associates
In real estate advertising, the use of imperative slogans is essential for motivating potential buyers to take action, such as "call" or "live." Psychologically, people are inclined to follow directives and suggestions, making it crucial for advertisers to include clear calls to action at the end of their ads This strategic approach effectively captures customer attention and drives them towards making a purchase, ultimately enhancing the effectiveness of the sales process.
Vietnamese advertisers have not effectively utilized imperatives in their slogans, as none of the collected slogans demonstrate this technique This may stem from a cultural tendency to prioritize respect for customers, which influences the tone of their advertising taglines.
Imperative sentences represent 6.7% of English slogans, a notable percentage compared to other linguistic features In contrast, Vietnamese slogans do not utilize imperative forms at all This difference highlights how English real estate advertisers effectively leverage the persuasive power of imperatives Therefore, it is recommended that Vietnamese advertisers consider incorporating this strategy in their future slogan development to enhance their marketing impact.
Table 3.6 Slogan language at syntactic level – use of questions
Using questions in slogans effectively piques customer curiosity, encouraging them to seek answers about the product This technique, which has proven successful in engaging consumers, is surprisingly underutilized, appearing in only 2.2% of English taglines.
Questions are rarely utilized in real estate advertising slogans, as indicated in the data However, incorporating questions can effectively pique customer curiosity and enhance the likelihood of product purchase Consequently, advertisers in both languages should consider using question formats to create more impactful slogans.
Looking for that PERFECT nesting place? - Williams Estates
This example utilizes a clever strategy to evoke positive emotions about a living space, highlighting it as a "home sweet home" that embodies perfection It portrays the property not merely as a house, but as an ideal sanctuary for families to establish roots and relish life together.
Table 3.7 Slogan language at syntactic level – use of phrases
Slogans are a kind of special writing form which can be created without subjects It can be functioned as effectively as sentences
Phong cách sống resort trong lòng đô thi - Vinhome Times City
Bản giao hưởng thiên nhiên - Vista verde
In English, this technique is widely applied:
Quality living at affordable price - The Fox Run apartment homes
Outstanding agents Outstanding results – Remax
Real estate advertisers often prefer using phrases in their slogans to achieve brevity and clarity, ensuring that only the most crucial messages are conveyed The data indicates a significant prevalence of phrases in slogan creation across both Vietnamese and English, with Vietnamese slogans featuring phrases at a notably higher rate of 77%, compared to 48.9% in English.
Table 3.8 Slogan language at syntactic level – use of parallelism
The analysis of the collected data reveals that advertisers often employ parallel structures in their messaging Notably, specific lexical and phonetic rules are evident in the Vietnamese slogans examined.
Parallel language in slogans features identical parts of speech, such as noun-noun or adjective-adjective combinations, enhancing rhythm and memorability This technique often incorporates rhyme and prominently includes the brand name, effectively distinguishing it from other real estate slogans and making it more memorable for potential clients.
Ecopark - Thành phố xanh tươi - cuộc sống mát lành - Eco Park
The innovative design of the real estate product cleverly combines the concepts of "vườn" (garden) and "phố" (street), highlighting the contrast between typical narrow houses with limited outdoor space and a luxurious living environment This advertising slogan effectively captivates potential buyers by emphasizing the appeal of a home where they can savor every moment surrounded by fresh air and lush greenery.
Number of words: two parts must be equal in the number of words 2/2, 4/4 or 6/6
Kiến tạo tổ ấm – Hạnh phúc vững bền - The Golden An Khánh Cuộc sống thịnh vượng Hạnh phúc vững bền – Goldmark city
The two slogans exhibit a similar word count and structure, highlighting the significance of housing in Vietnamese culture, where it is seen as essential for establishing a stable life The emphasis is on creating a "home sweet home" rather than merely a place to live, with advertisers focusing on the importance of living conditions and ensuring customer satisfaction In contrast, English, being a non-tonal language, allows advertisers to use parallel structures in their slogans, but they often diverge from these conventions, which may hinder their effectiveness in resonating with customers.
Outstanding Agents Outstanding results – Remax Service you deserve People you trust - McGinnis Gmac Real Estate
Parallel structures are utilized in slogans in both English and Vietnamese However, the tonal nature of the Vietnamese language enhances its ability to craft memorable slogans, with a notable effectiveness rate of 20%, compared to 13.3% in English.
Chapter summary
According to the theoretical background mentioned in the previous chapter, phonological, lexical and syntactic features of English and Vietnamese real estate slogans are investigated
Rhymes, alliteration, and anaphora are effective techniques for crafting memorable slogans, yet their use in real estate advertising is limited in both English and Vietnamese Only 11% of English slogans and 4.5% of Vietnamese slogans incorporate these creative elements To enhance the impact of Vietnamese advertising, it is recommended that advertisers pay greater attention to these techniques, aiming to develop catchy and engaging slogans that resonate with potential clients.
The use of personal address in advertising fosters a closer relationship between advertisers and customers, effectively encouraging product purchases, though this practice is predominantly found in English Additionally, comparisons are frequently utilized in English slogans, with 80% of the analyzed 90 slogans employing this structure, indicating a potential trend for similar usage in Vietnamese real estate slogans Furthermore, while both languages share some vocabulary, such as "house/home" and "nhà/tổ ấm," significant differences remain in the commonly used verbs and nouns, highlighting the linguistic distinctions between English and Vietnamese.
At the syntactic level, diverse sentence structures are employed, with a notable trend towards the use of phrases Additionally, attention to parallelism is crucial, as it enhances the development of catchy and memorable slogans, particularly in the context of Vietnamese language and culture.
CONCLUSION
Recapitulations
The language used in advertisements, especially in slogans, presents a fascinating area of study for linguists and copywriters alike Crafting impactful slogans demands a significant effort to convey deep meanings within concise messages As a result, advertisers often utilize various strategies in their word choices to create memorable and striking slogans.
In the realm of real estate, which captivates a vast audience globally as a vital aspect of life, slogans play a crucial role These slogans must be both appealing and acceptable to attract potential customers effectively.
This study explores and analyzes real estate slogans in English and Vietnamese, focusing on their phonological, lexical, and syntactic features By examining 90 slogans from both languages, the research identifies common characteristics and notable differences The findings provide valuable insights for real estate advertisers, enhancing their understanding of effective slogan creation.
Both English and Vietnamese real estate slogans utilize phonological features, such as rhyme, to enhance memorability and appeal The rhythmic quality of rhyming words makes these slogans more impressive to customers Notably, English slogans exhibit a significantly higher frequency of rhyme compared to their Vietnamese counterparts Additionally, anaphora is present in both languages, allowing for repeated sentence structures that aid in memorization.
Alliteration is commonly used in advertising slogans, yet among 45 collected Vietnamese real estate slogans, none utilize this stylistic device This absence is primarily due to the challenge of incorporating brand names into short slogans effectively.
Both English and Vietnamese real estate advertising slogans incorporate geographical and brand names, although these elements are used less frequently This strategic inclusion can result in slogans that lack rhyme, yet it enhances their relevance and appeal.
The vocabulary in English and Vietnamese slogans differs significantly; English slogans emphasize individual convenience, whereas Vietnamese slogans highlight the connection between life and natural elements.
Real estate slogans in both languages exhibit effective syntactic features, including the use of phrases, parallelism, and comparisons However, English slogans tend to incorporate more direct address and comparative elements, which help bridge the gap between advertisers and customers while enhancing the perceived value of the products In contrast, Vietnamese slogans prominently utilize parallel structure to create catchy and memorable rhymes, a feature that is less pronounced in English slogans.
Real estate advertisers often favor short, simple, and imperative sentences in English to maintain conciseness in their slogans In contrast, Vietnamese real estate advertising tends to utilize more elaborate phrases to convey unique messages to customers.
Implications
The real estate sector in Vietnam is rapidly expanding, driven by increasing demand, which has led to the emergence of numerous real estate companies and projects However, a significant challenge for these advertisers is effectively introducing and attracting customers to their offerings amidst fierce competition Unfortunately, many advertising campaigns, particularly slogans, lack the impact needed to resonate with potential buyers, resulting in only a handful being memorable and effective.
This study is beneficial for the following targets:
2.1 For teaching and learning business English and linguistics
The study's findings are valuable for learners of both languages, providing insights into the linguistic features of advertising slogans and highlighting their similarities and differences This research serves as a useful reference for language enthusiasts, enhancing their appreciation of advertising language while equipping them with essential strategies for writing effective slogans, particularly in real estate While numerous studies have explored advertising language, there remains a scarcity of research focused specifically on real estate advertising Consequently, this study aims to assist English language students in conducting scientific research related to advertising language in the real estate sector.
This thesis serves as a valuable resource for English teachers, enhancing their ability to convey knowledge about advertising, particularly advertising slogans, to their students It offers a comprehensive contrastive analysis of English and Vietnamese real estate advertising slogans, focusing on key linguistic features By integrating this study into their teaching, educators can better address the learning needs of their students The research equips teachers with essential knowledge in phonology, lexicology, and syntax, which are often challenging for learners Consequently, it is crucial for teachers to exercise patience, enabling students to clearly understand and effectively differentiate these linguistic characteristics in both English and Vietnamese.
This thesis offers valuable insights into the linguistic features of advertising slogans, equipping linguistic researchers and translators with knowledge about lexical choices and syntactic structures that influence customer attitudes By understanding the differences between slogans in English and Vietnamese, linguists can enhance their research, while translators can improve their work on slogan translations between the two languages.
For advertisers and businesses, the primary goal is to sell products and services, making advertising a crucial tool for achieving this objective This study aims to enhance understanding of linguistic features that can aid advertisers in crafting effective advertising content By focusing on key language techniques, advertisers can gain valuable insights into creating impactful slogans It is concluded that Vietnamese real estate slogans should incorporate more distinctive phonological, lexical, and syntactic elements to enhance their effectiveness.
Apply more use of rhyme and alliteration to create an easy-reading and etched slogan in customers‟ mind
Insert more words related to the trend of green living, so that customers may feel relaxing and close to nature
Refer to their brand name with advertised products so that their brand name can ring a bell to customers in this competitive sector
Be short and condensed to create the memorable effect They should employ more simple sentences, phrases or parallelism
Focus to the target customers and shorten the distance with them by using direct addressees like you to bring customers the feeling of being taken care in individual
Utilize imperative statements and pose engaging questions to capture customer interest How can you resist the allure of our exclusive offers? Don't wait—take action now and discover the products that await you This strategy not only sparks curiosity but also motivates potential buyers to make a purchase.
To assure customers of the product's quality and stability, incorporating future tense can be highly effective Additionally, utilizing comparisons can significantly enhance the appeal of the product by highlighting its superior qualities and unique features.
Advertisers can enhance their effectiveness by utilizing techniques to craft compelling slogans that capture customer interest and drive purchases By understanding the unique characteristics of each language in advertising, they can create slogans that resonate with the values of consumers in different countries Ultimately, this research equips advertisers with the tools needed to develop successful advertising campaigns.
3 Limitations and Suggestions for further studies
Beside the findings, due to the limitation of time and scale, the current study also possesses the following limitations:
First, the study is conducted with a relatively small number of slogans in both English and Vietnamese
Second, there are also some other outstanding linguistic features that need to be covered, such as semantic or cultural features
This study compares the linguistic features of English and Vietnamese real estate slogans, analyzing 45 slogans from each language However, the limited sample size restricts the generalizability of the findings Future research should consider expanding the number of slogans examined to enhance the validity of the results.
A larger population of data in both English and Vietnamese could be employed so that a more general and exact view could be obtained
The semantic features of real estate English and Vietnamese slogans should be included to cover an insight into the similarities and differences between two languages
The cultural respect, which can make a great effect on the differences of images and the words employed in English and Vietnamese advertising slogans, can be investigated
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Giao hòa với thiên nhiên
2 Close to everywhere you want to be!
Cuộc sống tuyệt vời là nơi đây…
3 Legendary excellence Park Place apartments
Hạ tầng nâng tầm cuộc sống
4 Redefined department living rmLexington 10 năm hội tụ tinh hoa đất rồng
Nét châu Âu trong long Hà Nội
6 How you live begins with where you live
Stoney Brooke Phong cách sống resort trong lòng đô thi
Vinhome Times City – Park Hill
Căn hộ mơ ước trong tầm tay!
Cùng xây dựng tương lai tốt đẹp hơn
9 Quality living is our passion
Chinoe Creek Sống tiện nghi cùng thiên nhiên
Cuộc sống thịnh vượng Hạnh phúc vững bền
Goldmark city- TNR Holdings Việt Nam
11 Where you can live at once and play at all!
The Creeks Kiệt tác của thiên nhiên Kiệt tác của con người
12 Fall in love with your
The Creeks Bản giao hưởng thiên nhiên
13 A new lifestyle awaits Crescent at
Sang trọng và hiện đại
14 A great place to call home
One Hundred Chevy Chase apartment homes
Cho cuộc sống bừng sáng
Phong cách sống đỉnh cao
16 Ultimate student living Red mile village
Thành phố tiện ích Sunrise City
17 Quality living is our passion
Chung cư Linh Trung – Cty CP
Patchen Oaks Hồ nước trong xanh, cuộc sống an lành
D‟ Le Pont D‟Or Hoàng Cầu – Tân Hoàng Minh group
19 Because how you live is as important as where you live!
Patchen Oaks Không gian sống hoàn hảo tại quận
An Khánh – Cty CP Sông Đà Hoàng Long
20 Quality living at affordable price
The Fox Run apartment homes
Kiến tạo tổ ấm – Hạnh phúc vững bền
21 The closest thing to paradise
Ngôi nhà mơ ước CT36 Dream
Nơi không gian khơi nguồn cảm xúc
Brandywine Vững bước thành công Đại Dương Land
24 Light up your life …at
Khám phá đỉnh cao cuộc sống
25 There‟s still Time to make “The Creeks” your home!
The Creeks Phong thủy giao hòa - Sánh cùng đẳng cấp
26 Close to perfect…Far from ordinary
27 Where you want to live
Wyndamere Hội tài tụ lộc –
Nơi mang đến cho bạn và gia đình một cuộc sống thịnh vượng
29 Above the crowd Remax Future for Old
Quarter - Tương lai Phố Cổ
Acres Hạnh phúc thuần khiết cho ngôi nhà tương lai của bạn
31 Live the life you choose
Parc Spring giai đoạn 2 – CapitalLand Vietnam
PAT Nơi đặt niềm tin -
Century 21 Nơi giá trị thực được thể hiện – a manifestation of true value
Mỗi ngôi nhà là một niềm cảm hứng
35 Going above and beyond to find your next home!
Liz Selleck Tận hưởng thiên nhiên ngay trong không gian sống
36 Where home happens Realtor.com Nơi ngôi nhà là tổ ấm
Hinternoosa Tổ ấm vững bền Green Park
38 Ì you can‟t sell your home…”I KEN”
Ken Williams Nơi gửi trọn niềm tin