Aims of the study
This study explores the similarities and differences in pun usage in English and Vietnamese advertisements found in men's magazines It identifies common types of puns employed in these advertisements and examines the techniques used to create them.
Scope of the study ……………………………………………… 4 Significance of the study
The advertisements used for data analysis are taken from English and Vietnamese editions of some well-known men‘s magazines, such as: Men‘s
Health, GQ, Men‘s Journal in English and Men & life, Dan ong and The thao, Van hoa & Dan ong in Vietnamese
This study aims to explore the similarities and differences in the use of puns in advertisements, revealing valuable insights that can inform future research Additionally, it identifies various techniques employed in crafting puns found in advertisements featured in men's magazines.
In practice, results of the study are meaningful in providing insights for those who are interested in puns in general and puns in advertisement in particular.
Research methodology
1 What types of pun are commonly used in English and Vietnamese advertisements in men‘s magazines?
2 What are the similarities and differences in the linguistic devices used in creating these types of pun in English and Vietnamese advertisements in men‘s magazines?
To achieve the aims of the study, quantitative, qualitative and contrastive approach are used
In using quantitative method, the frequencies of types of pun and devices used in creating these types in English and Vietnamese advertisements are shown
In using qualitative method, the author categorizes the advertisements into types of pun and identifies the devices used in creating these types
Finally, a contrastive analysis is carried out in order to find out the similarities and differences in the types of pun used in English and Vietnamese advertisements in men‘s magazines.
Design of the study
The study consists of 3 main parts:
Part A: “Introduction” provides information about rationale, aims, scope, significance, research methodology and design of the study
Part B: Development contains 3 chapters Chapter 1, named
A literature review provides an overview of prior research on puns and their application in advertising, establishing a theoretical foundation for understanding this linguistic device This section will cover essential concepts, including the definition of puns, as well as the distinctions between lexical, phonological, and syntactic puns.
Chapter 2 focuses on the research methodology, detailing the research questions, the approach taken, data collection methods, and data analysis procedures Chapter 3 presents a comprehensive analysis and discussion of advertisements that utilize puns.
Part C serves as the conclusion of the thesis, summarizing the results obtained from the discussion and analysis It also offers recommendations for potential topics that could be explored in future research.
This chapter reviews previous studies to provide an overview of the investigation, followed by essential concepts that establish the theoretical framework Key definitions explored include advertising and advertising language, as well as the concept of puns, their role in advertising, and a classification of puns in both English and Vietnamese.
Research on Vietnamese humor has historically been overlooked by scholars During my literature review for this thesis, I encountered significant challenges in locating studies focused on puns, particularly in the context of advertisements While there are a limited number of studies addressing puns in Vietnamese advertising, one notable source is Duong Quoc Cuong's work from 2012.
Le Ba Mien (2012), Ngo Thi Khai Nguyen (2014) However, there is not a study related to pun in advertisements in Vietnamese in comparison to English
Foreign scholars have shown a growing interest in the study of puns in advertising Research by Eisa S (2014) examines the use of covert communication, irony, and puns in both print and online English advertisements through a relevance-theoretic lens Similarly, Xiang Ling (2006) analyzed the functions of puns in English advertisements, identifying aesthetic and vocative functions as the most prominent Additionally, Javier F conducted a comparative study on wordplay in men's magazines in English and Spain, highlighting how puns serve as an economical means of generating positive cognitive effects and fostering a favorable attitude towards the advertisements.
Previous studies highlight the significant role of puns in capturing readers' attention and enhancing the appeal of advertised products However, there has been limited research on the specific types of puns commonly employed for these purposes Furthermore, there is a lack of studies identifying the devices used to create these puns, particularly in comparing the similarities and differences between the types used in English and Vietnamese advertisements This gap in research underscores the necessity for my study.
Therefore, this research has been shaped and entitled: ―A contrastive analysis of the use of puns in English and Vietnamese advertisements published in men‘s magazines.‖
Advertising serves as a communication tool that can be categorized into commercial and non-commercial types Commercial advertisements prioritize generating profit for producers, while non-commercial advertisements focus on community benefits rather than profit Notably, commercial advertisements dominate mass media, leading to a greater emphasis on defining advertising in terms of its commercial aspects.
Broadly, advertising is a device to arrest attention Leonard (1968) states that
Advertising has been an integral part of human existence, rooted in nature itself, as seen in the vibrant colors of flowers that attract bees, serving as an invitation to engage This natural phenomenon highlights the fundamental elements of advertising: eye-catching designs and vivid colors that entice and draw in potential customers.
Customer conditioning in advertising involves capturing attention and facilitating a mutually beneficial exchange While various methods can draw human attention, advertising uniquely emphasizes the elements of exchange, attention, and mutual benefit, distinguishing it from other attention-grabbing tactics.
Advertising transcends time, place, and cultural boundaries, underscoring its ancient roots and universal presence throughout human history As an integral aspect of social life, advertising reflects the evolution of culture and has been a fundamental part of human interaction since its inception.
Advertising language is distinct from everyday language, showcasing unique and artistic deviations that enhance its effectiveness.
Leech (1996) emphasizes that advertising language often conceals a powerful influence designed to alter the needs, opinions, and behaviors of its audience.
Advertising language tends to be common and colloquial, as formal language can alienate potential customers who may not share the same educational background Advertisers prefer this accessible style to ensure their messages resonate with a broader audience, making it easier for people from various educational levels to engage with their advertisements.
Language serves five key functions as a communication tool, as identified by Leech (1978) Firstly, it has an informative function that conveys information through words, expressions, or gestures Secondly, it expresses human feelings and attitudes, fulfilling an expressive function The directive function allows individuals to influence the behavior or attitudes of others through commands and requests Additionally, the aesthetic function emphasizes the beauty of language as a linguistic artifact Lastly, the phatic function maintains social relationships These diverse functions of language play a crucial role in the effectiveness of advertising.