Einleitung
Themenstellung
Advertisements play a crucial representative role in our lives, particularly within marketing-driven business processes They are prevalent in various formats such as ads, commercials, banners, and posters, appearing on streets, websites, magazines, and television Beyond commerce, advertising serves as an effective tool in politics, tourism, and science For instance, political parties use ads on election day to garner votes, while travel companies promote tourist attractions through brochures These examples highlight the extensive reach and multifunctionality of advertising in contemporary society.
Bisher wurden Werbetexte, Werbekommunikation oder Werbewirkungen schon untersucht, darunter zọhlen die Werke wie: Die Doktorarbeit von Alexandra Perlina handelt sich um die Werbeanzeige aus Magazine Comospolitian (2008);
The existing literature on advertising, including works by Ingrid Hantsch (1974) on text formats and strategies, Dieter Flader (1972) on the pragmatic aspects of slogans, Hermann K Ehmer (1970) who viewed American advertising as folk art, and Hamaliia Vladyslava (2015) discussing the role of tempo in prosodic design, reveals a gap in research focusing on a contrastive analysis of advertising texts across different languages This study aims to address this gap by exploring the fundamental concepts of "advertising" and their implications in a comparative context.
„Werbeanzeige“ mit dem kontrastiven Vergleich zwischen vietnamesischen und deutschen Werbeanzeigen
Forschungsfrage
The main objectives of this work are to address the following questions: How can advertising and advertisements be explained? What characteristics and features do advertisements contain? The author aims to establish a theoretical foundation to provide a general overview of advertising and advertisements These questions will be explored in the theoretical section of the paper Another focus of this study is to investigate the contrasting differences between Vietnamese and German advertisements The author seeks to examine these differences, highlighting how cultural contexts contribute to variations in structure and linguistics The distinctions in these advertisements are evident not only in their forms and structures but also in their linguistic features Therefore, the criteria for comparison will include both linguistic characteristics and contextual and functional properties.
Forschungsgegenstand
The analysis focuses exclusively on advertisements for two product categories: automobiles and cosmetics, which are prevalent in various newspapers and magazines In today's society, cosmetics play a central role and significantly contribute to an improved standard of living The demand for beauty, particularly among women, has led to the emergence of numerous cosmetic brands offering a wide range of products, such as Lancôme and Clé de Peau Many magazines feature diverse advertisements for these cosmetics, prompting curiosity about the contrasting differences between Vietnamese and German cosmetic advertisements This article aims to explore this intriguing question.
This article examines the macrostructure of advertisements, focusing on a comparison between Vietnamese and German cosmetic ads The demand for these products highlights differences in target audiences and product types between Germany and Vietnam, resulting in a significant contrast in the advertisements Additionally, while Germany is renowned for its automobiles, Vietnam is emerging as a substantial and attractive market for car exporters, leading to the import of German cars into Vietnam The primary focus of this study is the analysis of various advertisements for automotive and cosmetic products from both countries.
Advertising can be classified into various forms based on different aspects and categories For instance, it can be differentiated by the advertising object, which includes product advertising, service advertising, and performance group advertising Additionally, it can be categorized by the subjects of advertising, such as individual advertising, mass advertising, corporate advertising, and household advertising Furthermore, advertising takes on many forms based on the types of media used, including print ads, poster advertising, and direct mail advertising This article focuses specifically on print advertising, particularly advertisements sourced from a variety of German and Vietnamese magazines The analysis will center on literature sources such as Superillu in German.
ELLE, Guter Rat, and Tư vấn tiêu dùng are prominent magazines in Vietnam, featuring diverse advertisements across various sectors aimed at a broad audience These Vietnamese and German publications showcase similar product categories, highlighting the significant value of their advertising strategies A comparative analysis reveals notable differences between Vietnamese and German advertisements, offering insights into cultural and marketing distinctions.
Methodische Vorgehensweise
The research employs quantitative methods and literary analysis as its primary methodological approaches For each product category, typical examples in both German and Vietnamese are selected and compared based on specific criteria and characteristics Advertisements for select products from major brands in Vietnam and Germany are collected and analyzed.
The main principle of the comparison involves an inductive-deductive approach to identifying text features and a linguistic analysis of the characteristics of advertisements This methodology explains the differences between Vietnamese and German ads The theoretical foundations are primarily based on Nina Janich's concepts of advertising language, Ingomar Kloss's historical development of advertising language, Christian Scheier's exploration of the effects of advertising language and branding, and an introduction to the concept and system of advertising by Prof Dr Karl Christian Behrens.
Aufbau der Arbeit
This article is divided into two parts: a theoretical section and a practical section It begins by addressing the overarching concept of advertising, with the first chapter focusing on its definition and historical development from various expert perspectives Advertising encompasses a wide range of topics, including political campaign advertising, competition promotion, and organizational campaign marketing This diversity in advertising helps to clarify its definition and invites interpretation Consequently, advertising manifests in numerous forms, such as print ads, television commercials, flyers, brochures, and online banners.
This chapter outlines five specific forms of advertising and examines them from both macro and micro perspectives At the macro level, it defines the phenomenon of advertisements, identifies their essential components, emphasizes key elements, and categorizes various types of ads The micro level offers insights into the criteria, strategies, and linguistic features of advertisements, such as syntax, word choice, and the relationship between text and images Additionally, the chapter focuses on the impact of advertisements on the economy and market, exploring how they influence consumer behavior and the purchasing decision process These critical questions are addressed and analyzed throughout this section of the work.
The second part of the study focuses on a practical comparison between Vietnamese and German advertisements, utilizing the characteristics and features outlined in the first section By analyzing examples gathered from various sources, this comparison highlights the contrasting differences between these advertisements Furthermore, the paper seeks to explore the reasons behind these differences.
Im Abschlusskapitel werden die Ergebnisse der Arbeit erzielt und ein Ausblick wird zum Ausdruck gebracht.
Werbung und Werbeanzeige
Werbung im Allgemein
The definition of advertising is broad, necessitating a focused analysis and comparison Economists Tietz and Zentes have proposed a specific definition of advertising that encapsulates its essence.
Advertising, as a social psychological and sociological phenomenon, encompasses all deliberate efforts to influence individuals regarding any subject It can be pursued for economic, political, or cultural reasons.
The two economists confirm that advertising significantly influences customers' purchasing decisions It has psychological effects on society, which can greatly impact consumer behavior Beyond its economic role, advertising also holds substantial importance in politics, as many parties utilize it as a key component of their campaigns on election day, helping them to gain more votes and strengthen their position.
Zentes ist auch der gleichen Meinung mit Behrens bei der Definition von Werbungen:
„Werbung ist eine absichtliche und zwangfreie Form der Beeinflussung, welche die Menschen zur Erfüllung der Werbeziele veranlassen soll.“ (von Behrens 1975b: 4, zitiert nach Janich 2010: 18)
In der Anlehnung an Krobeber-Riel (1993, S.27) und Behrens (1976, S.14) ist die Werbung zu definieren:
„Werbung ist eine absichtliche und zwangfreie Form der Kommunikation, mit der gezielt versucht wird, Einstellungen von Personen zu beeinflussen.“ (zitiert nach Kloss 2007: 6)
Anhand dieser Definition haben die Experten sich die Hauptfunktion der Werbung geeinigt: die Meinungen, Verhalten, Wahrnehmungen und Emotionen
Advertising aims to influence individuals without coercion, serving as a persuasive text type designed to convince others Its primary goal is to effectively engage customers by satisfying their needs and ultimately driving them towards a purchase decision.
Advertising serves as a powerful marketing tool aimed at increasing profit and sales It is a crucial component of the "4Ps Marketing Mix," which includes Product, Price, Promotion, and Place Within this framework, advertising plays a vital role in effectively promoting products to the target audience.
Promotion is a crucial function in the marketing mix, aimed at identifying brands and tools to influence sales and optimize company profits Since the 1960s, the "4Ps Marketing Mix" framework has been developed as a strategic tool for operational marketing planning, guiding the actions necessary to achieve sales objectives In this context, advertising does not operate in isolation but works in conjunction with other instruments such as public relations, trade shows, and event marketing, forming a comprehensive communication strategy The marketing mix allows for the optimal integration of various marketing tools to enhance overall effectiveness.
Wenn man die Selektionslogik der Werbung begreifen mửchte, sollte man dessen Geschichte berücksichtigen, wie die Werbung entstand und inwieweit sie sich verbreitet (vgl Zurstiege 2003: 494 zitiert nach Siegert u Brecheis 2010:
The history of advertising reflects the evolution of society, technology, and commerce Economic advertising arises from the exchange relationships between individuals in trade The overproduction of goods is a fundamental condition for the emergence of advertising.
In the beginning, advertising relied on human voices to present goods, a practice still observed in market stalls today The invention of writing and paper significantly transformed this method, allowing for more effective communication and promotion of products.
The evolution of human culture has significantly influenced advertising, with its roots tracing back to ancient Greece and Rome Archaeological reports indicate that early forms of advertising were documented through relief tablets, wall announcements, signs, and paintings, showcasing the vibrant methods used to communicate messages.
During the Industrial Revolution, advertising faced increasing demands, as products needed to be produced in large quantities to meet consumer demands, while companies aimed to boost sales through modern technology This led to the rise of mass advertising, targeting all segments of the population The first advertising agency was established by Volney Palmer in Philadelphia in 1841, followed by Karl August Lingner in Germany, who created a new demand for advertising Another pioneer, Julius Maggie, founded a "Reclame- und Pressebüro" in 1886 From the mid-19th century to the early 20th century, posters became the dominant advertising medium, serving to promote exhibitions, events, and political and religious messages, later expanding to include advertisements for theaters, cinemas, cafés, and restaurants.
In the first half of the 20th century, Germany saw the emergence of numerous branded products such as Maggie (1887), Kathreiner's Malukaffe (1892), Odol (1893), and Persil (1907) These brands helped differentiate themselves from a plethora of competing products During this period, newspapers and magazines served as the primary advertising channels, with advertisements being the main promotional tool (Kloss 2007: 33).
Infolge der entwickelten Filmtechnik wurde Werbung in bewegten Bildern schnell ermửglicht Verschiedene Formen der Arten wurden entwickelt: Werbung mit Ton, Werbung ohne Ton, Kinowerbung, Fernsehspots Noch vor dem
Film gab es die erste Mửglichkeit der auditiven Sprache – der Hửrfunk Dank des Hửrfunks wurde erstmals in der Menschheitsgeschichte die Ortsgebundenheit der Menschenstimmen gesammelt (vgl Kloss 2007: 36)
In today's world, various forms of advertising are prevalent, largely due to the advancement of digital technology This includes printed ads, outdoor advertising, video promotions on social networks like YouTube, Facebook, and Twitter, as well as online advertising through static and animated banners on websites Social media posts also play a significant role in modern advertising As technology continues to evolve, advertising is expected to become increasingly innovative and sophisticated.
In the early 1990s, the emergence of a market economy in Vietnam sparked competition among products, prompting companies to focus on attracting customer attention Advertising became essential for every business during this period Outdoor advertising gained popularity, while various other mediums such as newspaper articles, radio broadcasts, and television commercials rapidly evolved to capture consumer interest.
Television commercials, known as traditional advertising tools, are widely recognized by the public due to their vibrant visuals and catchy tunes that capture viewers' interest and curiosity However, the costs associated with such advertisements can be quite high In contrast, online advertising offers numerous advantages over television spots and plays a dominant role in the Vietnamese advertising market With the growth of the internet, Vietnamese consumers can easily and quickly access online ads This method provides diverse options, including photos, social media posts, and videos, at lower costs, utilizing modern design technologies, and benefiting from the rise of online newspapers.
1 Bachelorarbeit: Situation der Werbungsmarkt in Vietnam, URL: http://luanvan.net.vn/luan-van/tieu-luan-thi- truong-quang-cao-viet-nam-58498/ ( Zugriff am: 15.01.2018)
Online advertising faces strong competition from traditional ads such as print and television spots However, this form of advertising has its drawbacks, including a lack of content regulation, issues related to copyright, and discrepancies between the product and its advertising.
Werbetexte: Werbeanzeige
Advertisements can be viewed as a manifestation of marketing and are recognized as a traditional form of advertising medium This chapter begins by exploring the definition of advertisements to analyze their structure and arrangement.
In her work, Perlina cites Bendel's definition and specific characteristics of advertisements According to Bendel, advertisements consist of shorter, targeted texts found in print media The use of typographical tools sets advertisements apart from other types of texts.
Information about mass-produced goods or services is provided to influence the purchasing behavior of potential customers The advertisement targets a specific audience with the aim of shaping their buying decisions.
This approach highlights two main points Firstly, it addresses the formal aspect of advertisements, which are a communication medium of print media Advertisements rely on printing techniques and media, featuring concise and specific texts that inform about the quantity and quality of a product rather than lengthy narratives Secondly, it emphasizes the target audience and the purpose of sales promotion, as each advertisement is designed to appeal to specific customer segments and sales objectives.
Perlina summarizes essential criteria for advertisements based on Bedel's concept, emphasizing the need for formal separation from editorial texts through distinct printing techniques and typography Advertisements should fulfill specific functions, being persuasive, informative, emotionally engaging, appealing, or identity-forming Additionally, Perlina outlines internal text criteria, where the thematic focus is on promoting a product or service The macrostructure of the text varies and includes the integration of images and text, while the microstructure emphasizes semantics, staging, expressionism, and precision.
Dửhn und Klocker brachten in Anbetracht der Druckmedien als Werbeanzeigen folgende Definition zum Ausdruck:
An advertisement, also known as an ad or announcement, is a message or notification created in the interest of a business, individual, or public institution It is published in print or broadcast media for a fee, typically consisting of written content.
13 und/oder Abbildungen verửffentlicht wird “ (Dửhn und Klockner 1979: 15 zitiert nach Piitulainen, Marja-Leena 1993: 143)
This definition reveals another aspect of advertising: the content of an advertisement The text may vary depending on whether the advertiser is private, public, or commercial Additionally, advertisements are not solely text-based; they also include images or illustrations The relationship between image and text is crucial in the structure of the advertisement Furthermore, the characteristic of "for payment" highlights a key intention of advertisements: to capture customer attention and influence purchasing behavior.
Experts emphasize that advertisements are closely linked to print media and are typographically integrated with visual elements This connection is a key distinction that sets advertisements apart from other types of text.
Advertisements consist of various elements that create a concise and informative composition This chapter provides an in-depth analysis of the fundamental components of an advertisement, including the headline, body text, product name, slogan, and visual element.
According to Karl Bühler's Organon Model, a linguistic sign serves three main functions: an expressive function related to the sender, an appeal function directed at the receiver, and a representational function concerning the objects The expressive function conveys the sender's thoughts or feelings, highlighting the personal aspect of communication.
The representational function establishes a relationship between signs, objects, and their depiction, focusing on the conveyed information Regarding the recipient, linguistic signs serve an appeal function, enabling recipients to receive shared information and provoke a response.
This model posits that the components of an advertisement serve functions similar to those of linguistic signs as described by Bühler Specifically, headlines fulfill an appeal function, slogans serve an expression function, and the body text provides a representation function These three critical elements create a fundamental macrostructure for the advertisement It is important to note that the arrangement of these components can vary significantly in contemporary advertisements, making it challenging to reflect solely on this structure (cf Krieg 2005: 29f.) Therefore, the primary components will be discussed here, while variations observed in practical examples will be considered in the analysis section of this work.
A headline is a crucial element in an advertisement, designed to capture the reader's attention and spark interest in a new product while browsing The more eye-catching the headline, the greater the focus and curiosity it generates about the advertised product According to Neske and Heuer, a newspaper headline should "direct attention to the following message or information" and be "concise and impactful," highlighting the essence of the information to entice the reader to continue reading (Neske/Heuer, Handlexikon Werbung und Marketing, Frankfurt 1971, p 159, cited in Sowinski 1979: 72).
The headline serves as a crucial element in an advertisement, as highlighted by Janich (2010: 55) It can be positioned in various locations within the ad, such as above the ad space, at the center, connected to an image, along the edges, or between text and visuals It is essential for the headline to be concise, eye-catching, and informative to effectively capture the audience's attention.
To identify a headline in an advertisement, one must consider its functions The primary function is to highlight a product feature, such as a headline for a joint product: "Natural Pharmacy Osteoarthritis Treatment."
ELIVITAL Shampoo: versiegelt, schỹtzt, verlọngert – glọnzende Farbe fỹr 10 Wochen Zur weiteren Funktion der Schlagzeile ist gezọhlt, eine besondere
VERWENDUNGSSITUATION aufzurufen: z.B die Schlagzeile von MICROLAX gegen Verstopfung: Verstopfung? Befreit in 5-20 Minuten oder Schlagzeile von EMS Halsschmerz-Spray: Wenn im Hals der Bọr los ist: EMS Halsschmerz-Spray
Deutsche und vietnamesische Werbeanzeige
Darstellung des Korpus der Forschung
This chapter focuses on the practical examination of the contrasting differences between Vietnamese and German printed advertisements in magazines To provide an objective and comprehensive overview, a wide range of exemplary advertisements from various magazines will be collected Due to the scope of the comparison, the material corpus of this study is limited to printed advertisements found in German and Vietnamese magazines The practical analysis is based on the following publications: Guter Rat Magazine, December 2017, and Autobild Magazine, December 8.
2017, Glamour Magazin April 2018, ELLE Magazin no 04 2018 und auf
In the Vietnamese consumer advisory articles from ELLE and Nghe Nhìn Việt Nam, the selection criteria for product comparisons focus on specific categories, such as automobiles and cosmetics The creation of the material corpus faced challenges due to the limited visibility of advertisements in contemporary Vietnamese magazines, which tend to prioritize frugality and compactness Advertisements typically appear only at the beginning or end of the magazine, while other promoted products are often integrated into articles as recommendations or reviews This makes it challenging to find advertisements in Vietnamese magazines that align with German advertising standards However, the author has identified several exemplary ads that significantly contribute to this study.
Vergleichen zwischen bestimmten Anzeigen in Vietnam und
3.2.1.1 Werbeanzeige von Ford in Vietnam und Deutschland
This article explores the advertising strategies of Ford automobiles in Vietnam and Germany, highlighting the brand's status as one of the most recognized car manufacturers globally.
Deutsche Anzeige von Ford in Guter Rat Magazin Dezember 2017
Abbildung 4 Anzeige von Ford Auto Quelle: Guter Rat Magazin Dezember 2017, S.100
The article analyzes the German advertisement for Ford featured in the December 2017 issue of Guter Rat magazine This advertisement includes key elements typical of a marketing campaign, such as the headline "Secure up to €8,000 environmental bonus," the brand name Ford, and the overall structure that effectively communicates the promotional message.
Slogan Eine Idee weiter, der in vier Teile gegliederte Flieòtext (5 Jahre …, Unsere
The article highlights Ford's environmental initiative, featuring illustrations of three different car products from the brand It includes a subheading about the Ford Environmental Initiative and two footnotes that provide further clarification on the main text The headline, presented in large italicized font at the beginning of the advertisement, emphasizes that consumers can contribute up to €8,000 towards improving environmental quality Instead of using nominalization, the headline employs a noun-verb structure centered around the main verb "secure," which serves as a call to action for environmental protection through the use of this vehicle, thereby enhancing the recipient's engagement with the message.
The initiative is presented with a small capitalization The term "environmental bonus" includes a detailed footnote regarding the calculation of the €8,000 amount The advertisement features a five-part text, with the first part promising readers a free five-year warranty from Ford services The use of "free" and "five years" captures the recipient's attention due to the long duration Another footnote clarifies the specific warranty conditions associated with the "five years." The main text informs about the brand's initiative, highlighting that customers will receive an €8,000 contribution to environmental protection when purchasing a new Ford vehicle in exchange for their old diesel car The subsequent section emphasizes the significance of the image in the advertisement, which is presented in a smaller font than the other text The final part concludes the message.
The article highlights 39 technical specifications, including fuel consumption and CO2 emissions, which are crucial for assessing the environmental impact of a vehicle Accompanying the text is Ford's logo and its slogan, "Go Further," presented alongside a German translation, "Eine Idee weiter." This emphasizes the brand's commitment to innovation and sustainability in the automotive industry.
The German advertisement by Ford aims to connect with local customers by using a German slogan instead of an English one, minimizing the use of foreign words, especially in headlines and body text This strategy reinforces the company's commitment to appealing to domestic consumers The ad focuses not on a specific Ford vehicle but rather on an environmental initiative, depicted through images of three modern cars in various colors The visual representation aligns language and imagery, symbolizing Ford's contemporary products available for purchase The blue sky signifies a clean environment with reduced CO2 emissions, thanks to Ford's initiative Two dynamic and satisfied men are shown after trading in their vehicles, enhancing the environment by choosing Ford cars The predominance of blue in the logo and throughout the advertisement creates a cohesive connection between the imagery, text, and brand identity.
It remains uncertain whether Ford is actively promoting this initiative to boost sales The author conducted extensive research in various magazines published at the beginning of 2018 and found no advertisements for Ford's own products, only ads related to environmental protection initiatives by the company (see Appendix 2).
Vietnamesische Anzeige von Ford in Nghe nhìn Việt Nam no 166 11/2017
Abbildung 5 Anzeige von Ford Quelle Nghe nhìn Việt Nam 11/2017, S.3
A Ford advertisement can be found in the Vietnamese magazine Nghe Nhỡn Việt Nam no 166 from November 2017 While the German version focuses on the initiative to improve the environment, the Vietnamese ad highlights a specific product – the FORD RANGER The advertisement is structured around five essential elements, beginning with the prominent headline "Ford Ranger Days," which captures attention and sets the tone for the promotion.
The article discusses a promotional event for purchasing the Ford Ranger at a discounted price through Ford dealerships in Vietnam It highlights that the event is referred to as "Days" rather than using a Vietnamese title, which may suggest a strategic marketing approach to attract customers.
The advertisement aims to highlight the benefits of purchasing a Ford vehicle, specifically the Ford Ranger, by utilizing long phrases that may confuse readers While an English headline conveys an American feel and professionalism, it risks alienating those who do not understand English The main text of the ad emphasizes the advantages of buying the car, with the product name prominently repeated in the first line to enhance brand recognition.
619 triệu – Tiết kiệm ngay 15 triệu) erleuchtet den besonderen Kaufpreis ab nur 619
Save up to 15 million VND with our exclusive offers, highlighted by the significant figure of **619**, which stands out prominently to emphasize its importance This price is central to our event Don’t miss out—visit your local Ford dealer today to take advantage of the best deals available Below the image, you will find a list of Ford dealers across Vietnam.
42 der die Namen von Vertreter, Adressen und Telefonnummern stehen Am Ende des Abschnittes ist eine kostenlose Hotline zu sehen, die in Rot geschrieben werden
The "Built Ford Tough" slogan has been a hallmark of Ford's advertising since 1976, representing the brand's commitment to strength and reliability in its pickup trucks, including the Ford Ranger Translated into German as "Ford stark aufbauen," this phrase embodies the promise of modern technology, robust construction, and exceptional performance Notably, the slogan remains untranslated in Vietnamese marketing materials, suggesting that Ford aims to convey an international appeal and professional attributes to its customers in Vietnam Additionally, the inclusion of a Vietnamese website address underlines the brand's effort to provide accessible information to potential buyers.
The centerpiece of this advertisement is the striking image of the new Ford Ranger model The Ford logo and the product name "Ranger" are prominently displayed, reinforcing brand identity and recognition This repetition in both text and visuals aims to leave a lasting impression on customers The image of the Ford Ranger serves as a key visual element, complementing the themes discussed in the main text.
The most significant difference between the two advertisements lies in the list of sales representatives While the German ad lacks additional contact information for the manufacturer, such as phone numbers or a website, the Vietnamese ad provides complete details These differences stem from varying advertising intentions, with the German Ford ad aiming to
The comparison of Ford advertisements in Vietnam and Germany reveals distinct differences in their presentation and messaging While the Vietnamese ad emphasizes the Ford Ranger as a specific model, the German version focuses on the environmental initiative associated with purchasing a Ford vehicle Additionally, the ads were released within a short timeframe (November 2017 and March 2018) but cater to different cultural contexts, reflecting varied marketing strategies Notably, the German advertisement avoids foreign terms, presenting a fully localized message, whereas the Vietnamese ad retains the original English slogan, highlighting the influence of diverse target audiences in these two markets.