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Trang 1 THAI NGUYEN UNIVERSITY SCHOOL OF FOREIGN LANGUAGES CHU THAI BAO DISCOURSE ANALYSIS OF SOME NUI PHAO MINING COMPANY LIMITED’S RECRUITMENT ADVERTISEMENTS M.. A THESIS Field: Engli

THAI NGUYEN UNIVERSITY

SCHOOL OF FOREIGN LANGUAGES

CHU THAI BAO

DISCOURSE ANALYSIS OF SOME NUI PHAO MINING COMPANY LIMITED’S RECRUITMENT ADVERTISEMENTS

M A THESIS Field: English Linguistics Code: 8220201

THAI NGUYEN – 2022

THAI NGUYEN UNIVERSITY

SCHOOL OF FOREIGN LANGUAGES

CHU THAI BAO

DISCOURSE ANALYSIS OF SOME NUI PHAO MINING

COMPANY LIMITED’S RECRUITMENT

ADVERTISEMENTS

M A THESIS (APPLICATION ORIENTATION)

Field: English Liguistic Code: 8220201

Supervisor: Nguyen Thi Dieu Ha, Ph.D

THAI NGUYEN – 2022

ĐẠI HỌC THÁI NGUYÊN

TRƯỜNG NGOẠI NGỮ

CHU THÁI BẢO

PHÂN TÍCH DIỄN NGÔN QUẢNG CÁO TUYỂN DỤNG

CÔNG TY KHAI THÁC & CHẾ BIẾN

KHOÁNG SẢN NÚI PHÁO

LUẬN VĂN THẠC SĨ (ĐỊNH HƯỚNG ỨNG DỤNG)

Ngành: Ngôn ngữ Anh Code: 8220201

Cán bộ hướng dẫn: TS Nguyễn Thị Diệu Hà

THÁI NGUYÊN – 2022

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DECLARATION

I declare that this thesis entitled “A Multimodal discourse analysis of some Nui Phao Mining company Limited’s recruitment advertisements” is an

original work done by me for the degree of Master of Arts in School of Foreign

Languages, Thai Nguyen University

I also declare that the thesis has not been submitted for award of any degree, diploma, title or recognition before

Approved by Supervisor

Nguyen Thi Dieu Ha, Ph D

Thai Nguyen, August 2022

Signature

Chu Thai Bao

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ACKNOWLEDGEMENTS

First of all, I would like to express my special thanks of gratitude to the supervisor

Dr Nguyen Thi Dieu Ha, who has guided me throughout the process of the master thesis She always gives me great assistance and conditions, encourages the researcher to show

my points of view, and provides feedback, advices, and recommendations to me in the right research direction

Secondly, I would also like to thank other lecturers in the School of Foreign Languages – Thai Nguyen University who imparted in-depth knowledge of their subjects during the course of study so that the researcher gains more knowledge and experience to support the process present thesis

Finally, I would like to thank my family and friends for always assisting and stimulating me throughout the years of studying and writing this thesis

Limitations and shortcomings are indispensable in the thesis The researcher hopes to receive many valuable contributions from the lecturers to gain more improvements for the topic and have practical meaning to apply in real life

Thank you very much!

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TABLE OF CONTENTS DECLARATION i

ACKNOWLEDGEMENTS ii

TABLE OF CONTENTS iii

LIST OF TABLES vi

LIST OF FIGURES vii

LIST OF ABBREVIATIONS viii

ABSTRACT ix

CHAPTER 1: INTRODUCTION 1

1.1 Rationale of the study 1

1.2 Aims and objectives of the study 2

1.3 Research questions 3

1.4 Scope of the study 3

1.5 Structure of the study 4

CHAPTER 2 LITERATURE REVIEW 5

2.1 Theoretical background 5

2.1.1 Discourse and discourse analysis 5

2.1.2 Definitions of discourses 5

2.1.3 Types of discourse 6

2.1.4 Definitions of discourse analysis 8

2.1.5 Context 9

2.1.6 Thematization 9

2.1.7 Cohesion 10

2.1.8 Text and characterization of the text in discourse analysis 10

2.2 Grammatical factors in discourse analysis 11

2.2.1 The role of grammar in discourse analysis 11

2.2.2 The empirical meaning across systems of process types 11

2.2.3 Meaningful text through thematic structures 13

2.3 Advertisement 13

2.3.1 Definitions of advertisement 13

2.3.2 Interactive advertising model ( IAM) 14

2.3.3 Commercial advertisement 18

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2.3.4 Functions of advertisement 19

2.4 Discourse structure of an advertisement 20

2.4.1 Headline 21

2.4.2 Body copy 22

2.4.3 Slogans and Logo types (Signature) 24

2.5 The definitions of recruitment 25

2.5.1 The definitions of recruitment advertising 25

2.5.2 Linguistic features in English commercial advertisements 26

2.5.3 Vocabulary features 27

2.5.4 Role of language in advertisement 28

CHAPTER III: RESEARCH METHODOLOGY 30

3.1 Research design 30

3.1.1 Data source 31

3.1.2 Data analysis techniques 32

3.1.3 Setting of the thesis 34

CHAPTER IV: FINDINGS AND DISCUSSIONS 36

4.1 Lexical features: 36

4.1.1 Verbs 37

4.1.2 Adjectives 37

4.1.3 Personal pronouns 38

4.2 Syntactic features 39

4.2.1 Imperative sentences 39

4.2.2 Ellipsis in declarative sentences 40

4.3 Cohesive 41

4.3.1 Grammatical cohesion 41

4.3.2 Reference 41

4.3.3 Conjunction 42

4.3.4 Lexical cohesion 42

4.3.5 Visual elements in the advertisements 43

4.3.6 The discourse strategies used in the recruitment advertisements 44

CHAPTER V: CONCLUSIONS AND RECOMMENDATIONS 46

5.1 Summary of findings 46

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5.2 Implications 47

5.3 Limitations of the study 48

5.4 Recommendations for further researches 48

REFERENCES 49 APPENDIXES I

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LIST OF TABLES Table 2.1 Types of discourse units according to Hannay & Kroon (2005: 106) 8

Table 2.2 The factors that make the text cohesion (Halliday and Hasan, 1976) 10

Table 2.3 The processes of empirical meaning according to Halliday (1994:110) 12

Table 2.4 Advertising feature variables (Modified from Thorson and Leavitt, 1986: 51) 14

Table 3.1 Key information of Nui Phao mining company Ltd 35

Table 4.1 The rate of lexical features used in the English commercial advertisements 36

Table 4.2 Adjectives applied in the recruitment advertisements of Nui Phao mining company 38

Table 4.2 Personal pronouns used in advertisements 39

Table 4.3 The ellipses in advertisements 40

Table 4.4 The affiliate methods are used in advertising templates 41

Table 4.5 The lexical cohesion in Nui Phao mining company’s advertisements 43

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LIST OF FIGURES

Figure 2.1 Components of the Interactive Advertising Model according to Rodgers & Thorson (2000: 45) 15 Figure 2.2 US advertisement media market sizes 2017 versus 2021 (https://www.marketingcharts.com/television-79007/attachment/pwc-us-ad-market-sizes-2017-2021-jul201) 17 Figure 2.3: US advertisement media market sizes ($B), 2021 versus 2025 18 Figure 2.4 The body copy of Nui Phao mining company’s a recruitment advertisement 23 Figure 2.5 Logo type and standing details of a recruitment advertisement from Nui Phao mining company 25 Figure 2.6 An example of Nui Phao mining company’s recruitment advertisement using interrogatives 27 Figure 2.7 Another example of Nui Phao mining company’s recruitment advertisement using interrogatives 28 Figure 4.1 The Imperative sentences 40

JORC : Code The Australasian Code for Reporting of Exploration Results,

Mineral Resources and Ore Reserves

M A : Master of Arts

OHG : Old High German

PSA : public service announcements

Ph.D : Doctor of Philosophy

US : United States

USP : Unique selling proposition

WO3 : Tungsten

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ABSTRACT

In the digital world with the development of the Internet and the mass media, the corporations and companies attempt to advertise their range of products in the social networking sites and the mass media with the hope that they can improve their sales Advertising strategies these firms create have brought positive effects on production and benefits for these corporations Advertisers have to have clear and careful awareness of selecting proper words and phrases to create positive impressions on readers and customers’ attention, build desires and drive the customers’ actions According to Halliday's approach to language functions, advertising is examined from structural and lexical perspectives in this thesis As a result, emphasizing the social role of language is

a critical aspect in advertising effectiveness Advertisers have utilized language as a main mode of communication to link people with their products in order to express their thoughts and product attributes The first purpose is to analyze the linguistic characteristics the recruitment advertisements have gained Nui Phao Mining Company has brought to attract the attention of readers In addition, discourse strategies behind the recruitment advertisements need finding out to have more understanding about advertising strategies We can demonstrate that advertising is an art form in which advertisers must be extremely bright and linguistically proficient At the same time, it demonstrates language variety Advertisers use the art of language to attract customers’ attention and link them to their products or services Furthermore, the study consists of the detailed summary of data analysis related to lexical features, verbs, adjectives, personal pronouns, syntactic features, ellipsis in declarative sentences, cohesive, conjunction, lexical cohesion and visual elements with the aim of showing data to make comparisons and give better strategies in order to improve advertisements the researcher mentions the implication as well as limitations of the study Additionally, the researcher gives suggestions and conclusion to improve further studies in the future

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CHAPTER 1: INTRODUCTION

In this chapter, the researcher mentions the rationale of the study, its aims and objectives, research questions, the scope, and the structure of the study with the aim of outlining the main purposes and the reasons why the researcher take an interest in conducting the study

1.1 Rationale of the study

From the past to now, it is obvious that advertising has become a vital part in many fields, including business, finance and so forth There are eminent authors giving different its definitions, Bovee (1992:7) defines that: "Advertising is the non- personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” In the past, people were aware of introducing their products to customers via face -to-face communication or written papers on the walls so that they could sell more products to more customers that are new For over the decades, the development of technology and the internet has made a significant change in how advertising used

in the digital world There is the fact that there is a range of forms in which advertising used to maximize the profits and bring new customers In fact, not only companies but also individuals utilize the popularity of mass media and social networking platforms to increase the number of clients and products sold out Businesses compete fiercely in today's consumer market There are new items and services almost every day As a result, in order to avoid being filled by rivals, companies must often work on developing and marketing their products and services Nowadays, businesses cannot function properly unless they are well advertised A firm can invest 2%, 10%, or even 20% of its capital for advertising since advertisement tactics play a crucial part in launching items, as seen by numerous well-advertised products Customers purchase particular items or services based on pictures or messages that pique the customer's interest, attention, and retention Currently, commercial advertising is quickly expanding and diversifying

in terms of form, substance, and method of reaching clients We can mention some widely utilized advertising mediums such as television, radio, websites, social networks, newspapers, magazines, signage, advertisement panels, and so on Regardless of the form of the advertisement product, the message content plays a

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critical part in the production of advertisement effectiveness The language utilized

to compose advertisement messages must be uplifting, charming, gorgeous, and so

on As a result, study on advertisement language is critical Many companies limited have utilized the adverting methods to find out the best applicants who are suitable with their vacancies Some usually hire the third party to design recruitment advertising with the aim of attract the attention of job seekers, while others require human resources department to make designs related to recruitment advertisements Nevertheless, not many people are concerned about Discourse analysis of recruitment advertisements If the discourse analysis of pictures and slogans in terms

of recruitment advertisements at Nui Phao Mining Company Limited is carried out, this will support us to have a broader and deeper perspective related to recruitment adverting in general Besides, this also helps to add more in the field of recruitment advertising

1.2 Aims and objectives of the study

In the modern world, there are many studies related to advertising, which is in the increasing trend From the past to now, there is a range of critical discourse analyses of recruitment advertisements on global However, the number of studies

in the field in Vietnamese is until limited in some ways It seems that there is no official study in terms of recruitment advertising of Nui Phao Mining Company in Thai Nguyen even though Nui Phao Mining Company has gained its fame for a long time As a result, this encourages me to launch a study on the field with the main aims (1) The first purpose is to analyze the linguistic characteristics the recruitment advertisements have gained Nui Phao Mining Company has brought to attract the attention of readers (2) In addition, discourse strategies behind the recruitment advertisements need finding out to have more understanding about advertising strategies Halliday's (1985) systemic functional approach on language plays a vital role in the study with the aim of analyzing date samples of Nui Phao Mining company’s recruitment advertisements

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1.3 Research questions

In order to achieve the purposes, this study will be carried out to find out the answer the following questions Once the first question is found out, this will become the basis for the further discussion of the other ones

1 What linguistic devices are used in the recruitment advertisements of Nui Phao Mining Company limited?

2 What discourse strategies are used in the advertisements to attract the attention

of job seekers?

1.4 Scope of the study

In the digital world, there are many methods for company to utilize their advertising strategies via the mass media, the press, the radio and so forth Nui Phao Company has applied the same way to recruit the most suitable applicants through recruitment advertisements What obvious is that the type of advertisements is usually made by factors including verbal and non-verbal languages as images and digital effects However, because there are some limitations when the study is carried out, the researcher only keeps an eye on words, phrases, sentences used in written advertisements in terms of recruitment The main thing discussed in the study was limited to linguistic features and discourse strategies of the advertisements on readers’ decisions In addition, there will be further research once other issues beyond the scope of the study are mentioned

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1.5 Structure of the study

The study is going to be shown with five main parts:

Chapter 1 Introduction: In the introduction, there are some aspects mentioned such as rationale, aims, significance and scope of the study

Chapter 2 Literature review: In this chapter, several theoretical terms consisting of advertisement, recruitment, discourse and critical discourse analysis will be defined on basis of definitions of well-known authors In addition, there are previous researches related to the topic, which will be mentioned and reviewed What’s more, the theoretical framework for the study is going to be mentioned

Chapter 3 Methodology: During this chapter, there are sections to serve the study, including research approach, data source, data collection, analysis method and the research procedure

Chapter 4 Analysis and discussion: In this chapter, it is going to be analyzed and discussed

Chapter 5 Conclusions and implications: In the final chapter, the findings of the research are going to be summarized Furthermore, the limitations of the study will be mentioned as well In addition, there are suggestions for further researches after that

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CHAPTER 2 LITERATURE REVIEW

This chapter mentions the definitions of discourse and discourse analysis by known authors, and some factors affecting discourses such as context, thematization, cohesion and so forth Additionally, famous authoress’s definitions and factors related

well-to advertisement such as grammatical facwell-tors, discourse analysis, discourse structure, recruitment advertising are introduced in this chapter

2.1 Theoretical background

2.1.1 Discourse and discourse analysis

In this part, there are some previous theories related to the research, which is going to be mentioned and reviewed This section consists of theoretical description, previous studies reviewed and theoretical framework Some well -known theories related to the topic will be mentioned in the first two sections before the framework

is going to be presented and how related theories and framework are applied to support the data analysis in the third section so as to carry out the research process

in an effective way, it is extremely necessary for the researcher to have a deep understanding of some terms related to the study

“language does not occur in stray words or sentences but in connected discourse” In

spite of some difference between Harris’s speech analysis and current discourse analysis, this is still considered as a basis in the field Crystal (1992:25) emphasized,

“Discourse is a continuous stretch of (especially spoken) language larger than a sentence, often constituting a coherent unit, such as a sermon, argument, joke or narrative.” According to the book “The discourse of advertisement” by Cook (2001:4),

He introduced another definition which shows that “Discourse is text and context together, interacting in a way which is perceived as meaningful and unified by the participants (who are

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both part of the context and observers of it)”. Nunan (1993: 6) discusses that “Discourse is the interpretation of the communicative event in context, and at the same time, according to him, discourse is like a linguistic string consisting of several sentences that are related in some way” The link between the sentences of a thesis plays as an important role as the connection between the propositions in a sentence because of the fact that the sentences building the text have to become correct in grammar, but it does not mean that the grammatically correct sentences make the text copy means As a result, taking a notice

of analyzing “context” is very important while analyzing “discourse” According to Van Dijk (2006: 6), discourse is viewed as a communication event in which the speaker and the listener (the observer …) have communicating activities in a context of the time, space, or other contexts This type of communication can become verbal or written, and its essential parts can get verbal and nonverbal Additionally, Fair Clough (2003:176) declared that discourse is the type of language with the aim of giving descriptions related

to social aspects that has differences from its own perspectives Fair Clough (2003:176) added that “I see discourses as ways of representing aspects of the world – the processes, relations and structures of the material world, the ‘mental world’ of thoughts, feelings, beliefs and so forth”. Up to now, there are still other viewpoints in terms of definitions of

‘discourse’ from linguistic perspective Because of the fact that the discourse analysis has developed in many stage, different definitions of discourse analysis depend on various type of fields such as object identification, research purpose, research method, approach angle Some authors gave their own point of view related

to how discourse is defined from linguistic perspective: (1) “discourse is a language unit beyond sentence” (Stubbs, 1983); (2) discourse is “more than words in clauses” (Martin & Rose, 2007: 1); (3) discourse is “a semantic unit, a unit not of form but

of meaning” (Halliday & Hasan, 1976: 2) These definitions are used broadly for

focusing on research field When explaining the term “discourse”, there are other factors mentioned such as context and participants in order to serve the research

2.1.3 Types of discourse

Compiling from all the author’s analysis of discourse classification such as Chafe and Danielewicz (1987), Dooley and Levinsohn (2001), Longacre (1996), Biber (1988), etc and from some typical definitions of discourse we can see that in linguistics there are at least five groups of discourse concepts The first group uses discourse and textual

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concepts to distinguish them by attaching them to one of the two existential forms of language The second group thinks that discourse belongs to the semantic unit and textual belongs to the grammatical unit The third group with the concept of discourse

is subject to the judgment of pragmatism while the text is the object of textual linguistics The fourth group uses the definition of discourse to refer to the communication process,

an event that is holistic and purposeful The fifth group includes functionalism that advocates placing discourse in socio-cultural contexts, and structuralism favoring describing the independent structure of discourse Throughout the twentieth century, linguists were fascinated by linguistic phenomena Language studies are the key to studying people and the world and this is the methodological basis of the different social sciences Since the late 1960s, thanks to the terminology and ideology of postmodernism

and semiotics widely promoted in the academic world, the “linguistic turning point” has turned into the “discourse turning point” The strong penetration of discourse into the

humanities and political - sociological sciences led to a strong explosion of various discourse theories This concept corresponds to Hannay and Kroon's (2005) suggestion for a different taxonomy of discourse units "Discourse planning requires at least two types: conceptual planning and strategic planning," they claim (Hannay, & Kroon 2005: 103) The basic components on the conceptual level are thoughts that comprise a conceptual model (similar to van Dijk's (1997) event model) The basic units at the strategic level are (discourse) acts that correspond to the discourse creation processes Thus, two strategic acts can materialize a concept, just as two (or more) ideas might be included in a single communication step Figure 1 depicts many sorts of discourse units: The "basic conceptual units" relate to semantic representations, whereas the "basic strategic units" correspond to tactical representations (Table 1)

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Table 2.1 Types of discourse units according to Hannay & Kroon (2005: 106)

Zellig Harris, a linguist, is the first to introduce discourse analysis In 1952, he

researched sentence coherence and dubbed his findings "discourse analysis." He has

pointed out that discourse is the next level of the sentence, proposition, and sentence hierarchy According to Brown and Yule (1983), discourse analysis is the study of language usage in relation to the social and psychological issues that impact communication According to Yule (1996: 83), "Discourse analysis spans an extraordinarily broad spectrum of activities, from the narrowly focused inquiry of how words like 'oh' or 'well' are employed in casual discussion to the study of a culture's prevailing ideology in its educational or political practices." "Discourse analysis explores how stretches of language, evaluated in their whole textual, social, and psychological context, become meaningful and unified for their users," writes Guy Cook (1989: 3)

2.1.4 Definitions of discourse analysis

Zellig Harris, who is a linguist, is the first scholar who gave the introduction about the term of discourse analysis In 1952, he researched sentence coherence and dubbed his findings "discourse analysis." He has pointed out that discourse is the next level of the sentence, proposition, and sentence hierarchy According to Brown and Yule (1983), discourse analysis is the study of language usage in relation to the social and psychological issues that impact communication According to Yule (1996: 83),

"Discourse analysis spans an extraordinarily broad spectrum of activities, from the narrowly focused inquiry of how words like 'oh' or 'well' are employed in casual discussion to the study

of a culture's prevailing ideology in its educational or political practices." Guy Cook (1989:

3) wrote "Discourse analysis explores how stretches of language, evaluated in their whole textual, social, and psychological context, become meaningful and unified for their users." According to Knapp and Daly (2002: 102), "Discourse analysis is the systematic study of naturally occurring (not hypothetical) communication in the widest sense,

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at the level of meaning (rather than as physical actions or traits)" Brown and Yule (1983:

1) gave their definition that “the study of language in use is viewed as discourse analysis.” Stubbs (1983:1) defines discourse analysis as "attempts to investigate the arrangement of language above the sentence or above the phrase; and hence to analyze big linguistic units such as conversational exchanges or written works."

2.1.5 Context

Guy Cook (1989:10) explained that “There are good arguments for limiting the field

of study to make it manageable, but it is also true to say that the answer to the question of what gives discourse its unity may be impossible to give without considering the world at large: the context.” Nunan (1993:7) wrote “context refers to the situation giving rise to the discourse and within which the discourse is embedded.” Kent Bach (2005:21) gave the

definition regard the context in the book the semantics/pragmatics distinction as followed: “What is loosely called ‘context’ is the conversational setting broadly construed It

is the mutual cognitive context or salient common ground It includes the current state of the conversation (what has just been said, what has just been referred to, etc.) the physical setting (if the conversant (sic) are face to face), salient mutual knowledge between the conversant, and relevant broader common knowledge (…).” It can be shown that both language and nonverbal settings appear to be important in analyzing English advertising Van Dijk

(2005: 237) added a cognitive component, describing context as "the cognitive, social, political, cultural, and historical settings of discourse."

2.1.6 Thematization

Theme, which is mentioned first in a proposition and arranged at the beginning of

a sentence This is what the speaker or writer puts in front of the proposition so that the reader can understand what they want to convey In the Cambridge dictionary, theme is

“the main subject of a talk, book, film, etc.” According to Halliday (1985:38), theme is

“the starting point of the message” We can see a very important theme and part in

shaping advertisement content The theme must match the product for the advertisement

to be effective There are many types of topics that Brown and Yule divided as follows: single-theme and multi-theme; the theme is not marked and the theme marked, the theme

is predicted and not positioned However, in this thesis, we only deal with the theme marked and unmarked Halliday (1994: 44) stated that unmarked theme is:“An element that occupies the point of departure position of the clause and conflates with the grammatical

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subject” and also according to him, marked theme is “an element other than that which occupies the point of departure position of the clause but does not conflate with the grammatical subject” If the first theme element of the declaration is also the theme of the clause, selecting the topic as the unmarked theme will cause the topic to have no special prominence Choosing a marked theme, however, can draw the recipient’s attention to

a particular group or phrase, but often it's about building a coherent text that's easy to follow Writers and presenters cleverly choose highlighted topics to add coherence and emphasis to their text

2.1.7 Cohesion

According to Halliday and Hasan (1976:4), cohesiveness

“Refers to relations of meaning that exist within the text, and that define as text” and they go on to say “Cohesion occurs where the INTERPRETATION of some element in the discourse is dependent on that of another The one PRESUPPOSES the other, in the sense that

it cannot be effectively decoded except by recourse to it…”

As a result, he identifies five textual cohesion factors: references, replacement, ellipses, conjunctions, and lexical cohesion Look at the graphic below to have a better grasp of the components that contribute to text cohesiveness

Table 2.2 The factors that make the text cohesion (Halliday and Hasan, 1976)

Textual cohesion factors

References Replacement Ellipses Conjunctions Lexical

cohesion

- synonym

- antonym

2.1.8 Text and characterization of the text in discourse analysis

Text is the object of discourse analysis, and its substance is language Discourse, with a language outer shell, covers numerous aspects such as history, psychology, politics, circumstance, and society, and to examine them, text units and hypertext must be used due to the intricacy of their meaning Crystal (1992: 25)

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defines the text as a discourse product that happens spontaneously in the form of speaking, writing, or gesturing and is recognized for analytical reasons The Textual notion, according to Halliday and Hassan, is the core concept of text in theory Textual quality is explained in two ways: internally and externally The internal aspect of the text consists of two components: coherence and sentence internal textual structure The structure of discourse is an integral part of the text It is the text's macroscopic structure that makes it a private item, like a conversation The discourse structure is part of the literary context and consists of three parts: Field:

a broad event that includes a text about the subject or topic Sociality is seen in the field Mode: The text function in the event serves as the language in the situation Tenor: describes the form of role-play engagement that brings together adaptable social ties, whether temporary or permanent, between interested players between participants that are interested

2.2 Grammatical factors in discourse analysis

2.2.1 The role of grammar in discourse analysis

In discourse, there are two tasks to achieve: the information presented and the analysis of the display language to make the text intelligible We know that a text is

a semantic unit rather than a grammatical one The meaning must be derived from the words in the text, from which we can observe the three primary meanings of propositions in English grammar by various sorts of processes: interpersonal meaning tension via the system of moods and modes, text meaning via the topic system

2.2.2 The empirical meaning across systems of process types

According to Halliday (1994: 110),

“Empirical meaning is expressed through different types of processes, in which empirical meaning is the main means of representation in the linguistic system Its structures include: sequence, can participate, the relevant case ”

The table below can help us better comprehend the processes:

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Table 2.3 The processes of empirical meaning according to Halliday (1994:110)

1 physical This is the act of taking actions or

participating in a certain task

“He is playing football”

 “playing” is the process of taking an action

2 behavioral This is a physiological process as well

as behavioral psychology Grammar will serve as a bridge between matter and soul

“He dreams of becoming

a footballer”

 His goal, his dreams expressed in this sentence, show him psychophysiology at the time of speaking

mental This is the process of thinking and

loving Perception, senses, emotions, and wants are the four major categories in this process There are two subjects in this process: the participant (who feels and desires) and the phenomena

“I heard the call ring”

verbal This is the process of conversing, such

as chatting or announcing

“Notify you, it’s in the afternoon”

relational This is the being, having, and being in

progress It consists of the words intense, circumstantial, and possessive

It’s his motorbike

<=> He has a car

existential This is the process of describing

anything that exists or occurs

“There is a small lady in the store”

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2.2.3 Meaningful text through thematic structures

As previously said, a text is divided into two parts: topic and rhyme A theme

is a piece of information generated in the main body that explains what the content

as references According to Bovee (1992:7), “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”

According to National Assembly Law No.16/2012/QH13 dated June 21, 2012 on

advertisement, "Advertisement is the use of various means to present the public with profitable products, goods, and services; non-profitable products and services…”According to Guy Cook (1989: 35) stated that “Advertisement means clearly identifiable, paid for communications in the media, which aims to persuade, inform or sell ”The definitions above illustrate commercials that have the

following distinguishing feature variables

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Table 2.4 Advertising feature variables (Modified from Thorson and Leavitt,

1986: 51)

2.3.2 Interactive advertising model ( IAM)

The Interactive Advertising Model ( IAM), created by Rodgers & Thorson (2000), presents an integrated process model for Internet advertising The model is significant since it was created for directly interactive marketing, as well as because

it combines the structuralist and functionalist schools of thinking, as well as information processing theory The Uses and Gratifications Approach is the beginning point for the functionalist school of thinking Attention, memory, and attitude ideas are included in Information Processing Theory, which is concerned in the psychological reactions of consumers to interactive advertising These two methods seek answers to the problems of why and how the Internet is utilized The

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structuralist approach is concerned with the physical characteristics of Internet advertising and takes into consideration advertisement kinds, advertising formats, and their characteristics (Wang & Rodgers, 2011: 216) Figure 1 depicts the components of the Interactive Advertising Model, which incorporate elements from three schools of thinking

Figure 2.1 Components of the Interactive Advertising Model according to

Rodgers & Thorson (2000: 45)

"The functions" component contained in the model is from the functionalist school of thinking, and functionalism aids in expressing the motivating root of Internet users' goals Internet usage is not an activity that begins with a stimulus or advertising message; rather, it begins with a reaction delivered in response to a purpose (like shopping needs) This reaction first becomes a reality, and then individuals access the Internet They usually fulfill this emotion by locating an ad (similar to shopping), and the ad helps them make a choice (to purchase or not to purchase) The model discusses internet motives as four primary categories: research, communication, surf (like entertainment), and purchasing These are not categorization efforts; rather, they are categories that have been incorporated into the model as a result of beginning with a certain goal of Internet usage in mind

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Knowing what factors encourage people to use the Internet gives insight into ad formats, capturing attention, and generating clicks According to the model, while Internet motivations fulfill a need or want inside the virtual world, it affects attention, memory, and attitude toward the advertisement met Furthermore, these motivations do not have a permanent structure, thus a user who uses the Internet to search may decide to purchase a CD or another item he or she sees in an advertisement, and his or her motive is not to seek, but to shop The intricate nature

of the interactive environment causes this dynamic process in motivation To comprehend this, it is required to investigate the "mode," which is a secondary component The mode shows the degree to which a person is focused on a specific goal Targeting makes the internet experience more "serious" and less 'playful.'

"High goal oriented" specifies the style of "being serious," whereas "low target oriented" defines the mode of "being lighthearted." Furthermore, those who use the Internet for search purposes are more likely to click on ads than persons who simply surf the Internet The users' mode has an unstable and dynamic structure

Another component is information processing, and it is stated on this premise that people look at Internet advertising before responding and developing an attitude (Rodgers and Thorson, 2000:42-47) The model's second dimension is structural components within the control of the advertiser These are not the elements of interactive advertising over which consumers have no influence This is permitted

on some websites The structures are made up of ad kinds and ad characteristics The first is ad kinds, which are divided into five broad categories regardless of the technology used: product/service, PSA, issue, corporate, and political According to the concept, the ad type is an indication of potential customer responses The type

of cognitive tools is determined on the ad type For example, in a political campaign, the candidate must draw attention, but memory is relatively poor in an ad connected

to the problem In general, the form of the ad itself influences perception regardless

of the message

Websites are essential because they provide more alternatives than other online

ad formats, have a complicated structure, and their consumers have varying responses and objectives The approach divides ad characteristics into two categories: objective and subjective While the objective elements are formal and

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functional, and are under the control of the advertiser, the subjective features are in the control of the consumer, and typically have some features connected to the sentiments elicited Traditional ad response measures may be applied to interactive advertising as well However, other key measuring methods have emerged, such as hit, click, time spent on the website, exploration patterns, and online buy habits (Rodgers & Thorson, 2000: 47-55)

With the advancement of social networks and internet applications, entrepreneurs take an interest in using them as a more popular advertising strategy According to the Marketing Chart website, internet advertiser expenditure increased

2.3.3 Commercial advertisement

According to the Commerce Law No 36/2005/QH11 of the State President (2005:

25) “commercial advertisement means commercial promotion activities of traders aimed

at introducing to customers their goods a service business activity” and (2005: 2)

“Commercial activities mean activities for the purpose of generating profits, including sale and purchase of goods, provision of services, investment, commercial promotion, and other activities for the profit purpose…” According to the above definition, the purpose of advertisement activity might be the sale of products or services that have the potential to profit businesses, persons, or services in which profit is sought via advertising operations for traders The following are the main characteristics of commercial advertisement The subject: a businessperson who conducts commercial ads to support business operations or offers advertisement services for other traders under contracts in order to generate profits Advertisements by state agencies, political parties, and social groups are exclusively meant to disseminate information

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on the Party's and the State's socioeconomic policies Organizational implementation: business owners can generate advertising on their own or employ other firms to do so Methods of trade promotion: In commercial advertisement, merchants employ commercial advertisement items and means to supply clients with information about goods or services Information in the form of pictures, voices, and texts regarding goods and services that need to be presented is disseminated to the general public via radio, television, and periodicals This distinguishes commercial advertisement from trade promotion, which is likewise focused at presenting goods and services through exhibits, fairs, and exhibitions The goal of commercial advertising: the goal of commercial advertising is to offer goods and services in order to fulfill the competitive demands and profitability of merchants Traders use several modes of communication to present a new type of item or service, superiority

in quality, pricing, and capacity to satisfy demand and so on Thus, traders can raise awareness and comprehension of the goods or services, enticing clients to use the goods or services of another firm by stressing the qualities and benefits of a certain brand or information by comparing product superiority with products of the same kind These are advantaging that traders may take advantage of since they play a significant role in determining society consumption demands, including personal consumption needs and production needs Advertisement goods: These are images, sounds, texts, symbols, or light colors that are used to produce content products with the goal of presenting items and bringing their brands to people The commercial products that form the product are the commercial advertisement content Individuals or organizations must create advertisement material that complies with the law and adheres to Vietnam's regulations

✓ To launch a new product by piquing the curiosity of potential clients

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✓ To assist with the personal selling program Advertising might be used

to get salespeople inside customers' homes

✓ To contact those who are inaccessible to salespeople

✓ To enter a new market or recruit a new consumer base

✓ To reduce market rivalry and improve sales, as witnessed in the heated struggle between Coke and Pepsi

✓ To increase the enterprise's goodwill by promising higher-quality products and services

✓ To strengthen dealer relationships Advertising aids dealers in the sale

of their product Dealers are drawn to a product that has been properly promoted

✓ To warn the public about the dangers of imitating an enterprise's products

2.4 Discourse structure of an advertisement

Tipper & Geogre (1914: 249) stated “An advertisement must be a unit Unless its text and its display work together in harmony a large part of its effect is bound

to be lost…” According to Delin (2000: 126), “the structure of an advertisement generally includes the four components: Headline, Body copy, Signature and Slogan.” An advertising, as defined in the above definition, is a brief statement

intended to promote a product, service, or concept In each advertisement, we may get the most important product information, such as "What are the products? What

is their purpose? Contact information for the purchase (address, phone number, email address, and so on) An advertisement, like a text, has three components: the headline, the content, and the signature The whole structure above is illustrated using a number of highlighted conversation approaches as follows:

Email: Bao.chu@mht.masangroup.com

From the preceding instance, it can be observed that advertisements are made

up of three fundamental sections in order to deliver information to readers in th e most comprehensive way possible

if it interests them, they may decide whether to read the remainder of the content What matters more for an advertising is that it reaches as many people as possible

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As a result, the headline of an advertising is generally on the features of a product and is written succinctly, with only the content words Looking at some of the headlines in the advertisements that Nui Phao mining company has used below:

✓ Are you ready to join with us as a processing shift supervisor?

✓ We are hiring deputy external relation director

✓ Hiring for a senior legal officer & legal officer

✓ Are you ready to join with us as a processing shift supervisor?

✓ Are you ready to join our team as IT director?

✓ We are hiring deputy external relation director

✓ We are hiring plant metallurgist

Most advertising headlines, as shown in the examples above, are not written

in the traditional manner, but instead focus on the positions being marketed Out of the 9 advertising the researcher gathered, the researcher could plainly see that nearly all of them had the name of the vacancy in the headline It is a crucial method for publicizing its image and impressing readers The most crucial thing for businesses

is to remember the position names in the thoughts of viewers A catchy title is essential for retaining customers A smart headline will pique the interest of readers Also, because of the headline, the article's substance will not be squandered or rendered irrelevant The promise in the headline is to guide the buyer along the expected path A strong headline may potentially increase the success rate of an advertising by 80% As a result, the headline is crucial in the art of copywriting

2.4.2 Body copy

According to Ruchi (2012: 129), “The body copy refers to the text in the advertisement which contains details regarding the functions/ benefits/ features of the product/ service…” Body of an advertising is the most significant part, as it

contains vital information for readers Readers seek additional information about the product that the advertisement wants to endorse after reading the headline Nevertheless, since advertisement costs are high and the reader must grasp the basic information about the product or service in a short period of time, the advertisement should only provide the most imperative information for readers, such as the product's distinguishing features, the product's positive benefits, the address where the consumer can buy the product, and so on Consider the following example to show how the benefit of the

The body of the advertisement above listed many of the store's benefits,

including “Professional working environment”, “Promotion opportunity” and

“Competitive package” with the aim of turning viewers’ attention to benefits of the

company They also offer readers the impression that these items can meet all of their needs and are the greatest in the world To achieve this effect, the language must be coherent, with all sentences focusing on a single theme and cohesive methods utilized to connect them Customers will not pay attention to the advertisement body if it contains one of the following fundamental errors The main

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body differs from the headline sentence, producing two unconnected themes This causes the buyer to misinterpret what the commercial is attempting to convey As a result, this is an unsuccessful commercial The body of the advertisement is monotonous, tedious, and does not interest readers; therefore, the reader will merely glance at the advertisement without wanting to learn more about the product Advertisements are professional yet too foreign to readers, allowing readers to miss the marketing information they intend to express The advertisement contains nonsensical terms that make the advertisement gibberish while also losing clients' confidence The advertisement content does not provide enough vital information, due to a lack of information or too technical words that are difficult to grasp, etc Viewers will be put off by such marketing The advertisement's style is unappealing, failing to capture the reader's interest The body of the commercial provides too much information but does not address any problems for the audience who is interested in the advertisement

2.4.3 Slogans and Logo types (Signature)

Ruchi (2012: 129) stated “A Slogan may refer to the basic theme, or USP (Unique selling proposition) of the product, or something with the target audie nce would relate the product to…” This is also critical information to provide in an

advertising This section's major information offers the address and contact method

to purchase The signature section contains varied text depending on the marketing product For example, if this is a job advertisement, an advertisement will introduce the website; the company or its department will provide the address and phone number for viewers to find more about jobs and further assistance This is an example of a signature and standing information for an advertisement:

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Figure 2.5 Logo type and standing details of a recruitment advertisement from

Nui Phao mining company

2.5 The definitions of recruitment

According to Barber (1998) In the earliest stage of recruiting, organizational attraction is largely dependent upon employment advertising Chapman & Webster (2003) stated that although Internet-based recruiting is on the rise, job advertisements (ads) placed in newspapers are still one of the most commonly used recruitment tools According to Mondy (2008: 51), “RECRUITMENT: The process of attracting individuals

on a timely basis, in sufficient numbers and with appropriate qualifications, to apply for jobs with an organization”. Organizations have a variety of options when HR planning reveals the need for extra workers Although this is the initial stage in a full-scale recruiting and selection process, employing more staff is not always the greatest way to gain extra labor Instead of employing conventional staff, it may be suitable for a company to seek alternatives to recruitment, such as outsourcing or contingent labor If this is a temporary increase in work volume, the most straightforward option may be part-time labor or overtime by existing staff The costs of recruiting and selecting new personnel may be astounding; employing new staff should be done only after careful study and when the firm foresee a long-term need for more labor Estimates for the cost of replacing supervisory, technical, and managerial workers range from 50 to 100 thousand dollars

2.5.1 The definitions of recruitment advertising

According to Gerard, Marcel, & Inma (2000: 354),“The common perception of recruitment advertising is of the "want ads" in the local or national newspapers Despite the lack of academic interest, in some cases, recruitment advertising has adopted the color, imagination, and creativity of consumer advertising…”Recruitment advertising

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has become a popular and vital approach for companies to reach the individuals they require in today's competitive labor market Recruitment advertising enables firms to contact prospects throughout the internet, develop their employment brand, and build a steady stream of talent that may be employed in the end Recruiters and talent acquisition specialists are now using recruitment advertising to engage, attract, and nurture passive applicants throughout the candidate journey, in addition to reaching active job searchers Though recruitment advertising is only one component of the talent acquisition mix, it

is critical for all sorts of employers, both large and small, in any sector Traditional recruitment advertising has experienced significant change in recent years as a result of growing online applicant generation strategies The emphasis of recruiting nowadays has switched from 'finding applicants' to 'being discovered.' This transformation has resulted in a fundamental shift in the way recruiters and talent acquisition teams market available positions Employment trends and developing technologies have radically transformed the way job seekers discover and think about work With the internet at their fingertips, potential candidates may readily obtain information about your business culture without ever communicating with a recruiter, and are increasingly relying on platforms they use in their daily life, like as Facebook and Google, for job seeking Even the nature of employment has changed significantly, with more employees wanting to change jobs more rapidly than in the past, and a move toward 'gig' and 'freelance' work, rather than a traditional 9-5 job, with flexible employees accounting for 34% of today's total workforce

2.5.2 Linguistic features in English commercial advertisements

According to Adam (2019: 12), “Advertising language often uses the techniques comparable to those in poetic texts The advantage of so-called mnemonic devices (rhyme, rhythm, alliteration and assonance) is the mnemotechnical effect, sound is one of most effective technique in advert industry…” As previously said, language plays a vital part

in advertising People will encounter messages in-text advertising in magazines, newspapers, print catalogs, or on brand websites, which frequently incorporate spoken language features to accomplish their efficacy Language elements such as vocabulary, grammar, and rhetorical measures utilized in the data sample of advertising are explored at this level of study

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2.5.3 Vocabulary features

According to Adam (2019: 10), “Vocabulary is powerfully manipulated in advertising language associated with particular types of product, strong effect is required, and always inclined to have the same trend…” Homophones: Advertisers frequently employ homonyms in their advertising to promote comedy while also impressing and making it easier for readers to recall Monosyllabic verbs: Monosyllabic words are frequently employed in advertising because they make commercials simple, brief, and easy to comprehend Adjectives, comparative and superlative forms: Adjectives used in advertising may be separated into two groups: advertisement's object descriptive adjectives and advertisers' subjective reviews Adjectives are thought to be the most effective weapon for convincing readers that the marketed product or service is superior to all others It is possible to exaggerate the product value, making the ad livelier and more eye-catching, and encourage the viewers' desire to purchase things Interrogatives: Advertisers occasionally employ interrogatives in advertisements to generate a presumption impact, which shows the high quality and usability of the marketing product indirectly The use of these dubious questions demonstrates that the marketer is confidence in the product's quality and functionality, providing customers with a rich imagination of several viable possibilities, and causing the buyer to want to buy it There are Nui Phao mining company is several additional examples that employ interrogatives as a tagline in their advertising, including:

Figure 2.6 An example of Nui Phao mining company’s recruitment

advertisement using interrogatives

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Figure 2.7 Another example of Nui Phao mining company’s recruitment

advertisement using interrogatives

Personal Pronouns: In advertisements, advertisers frequently employ pronouns, particularly "you" and "we," to make the language warmer and friendlier, so establishing

a strong bond between advertisers and readers This makes the advertisement more appealing to the readers The first- and second-person pronouns in the words create an intimate environment like a friend, affecting and convincing the reader Using "we" also gives the reader the sense that the advertising are nice and provide excellent service Advertisers utilize pronouns to persuade readers that all of the items and services they provide take into account their individual wants and interests, and thus persuades readers

to buy them Figure 6 and figure 7 show advertising with the phrases "Are you ready to join our team as an IT director?" and “Are you ready to join our team as processing shift supervisor?” with the aim of establishing closeness, friendliness, and warmth for the listener, they employ the phrases "you" and "our" instead of "gentlemen" or "ladies." The gap will be evident if you admit "madam" and "sir," making the listener feel bashful and awkward The good and attractive commercials are generated from the exceptional goods, but their persuasion and attraction are demonstrated by improving the language Choosing wording for advertisements is a skill As a result, advertisers are frequently cautious in their word selection in order to increase competition

2.5.4 Role of language in advertisement

Cook (2001: 6) defines advertising as "a synchronic picture of a moment in time"

which implies certain assumptions about how advertising has changed over time There might be some justification for omitting the diachronic component in his work, because

"advertising in color magazines, television, and the Internet is a new phenomenon, both

in kind, quantity, and effect." Advertising is perhaps the most crucial link between

manufacturers and consumers Manufacturers promote their products to customers with