RATIONALE
Communication is an essential interactive process in our daily lives, significantly impacting all human activities It is crucial to explore the meanings conveyed through our spoken and written language, focusing on grammar and semantics In recent decades, linguists worldwide have increasingly emphasized the study of the deeper meanings inherent in language.
The utterances we produce are dictated by our individual experiences, our perception of the world, or the circumstances, and are based on linguistic choices
Writing is inherently complex due to the nuanced meanings conveyed by the writer and the diverse interpretations by the reader Unlike oral communication, written language lacks direct interaction, making it challenging to grasp the intended message fully.
Linguists play a crucial role in analyzing how writers utilize language to convey their ideas and attitudes on specific issues, as well as how they engage with readers through their communication.
In today's society, advertising language plays a vital role as it is both informative and widely accepted by the public This study focuses on Coffee Advertisements through the lens of Functional Grammar analysis to explore how advertisers effectively communicate with consumers Language is essential in advertisements, as it informs consumers about products and influences their purchasing decisions Consequently, careful attention to language is crucial for crafting effective advertisements Despite its importance, there is a lack of research on this topic, particularly concerning Coffee Advertisements in English and Vietnamese.
Understanding the role of language in coffee advertisements is essential Analyzing the Systemic Functional Grammar in both English and Vietnamese coffee ads will enhance current knowledge in this area The contrastive analysis between the two languages will provide valuable insights for learners of both English and Vietnamese.
AIMS AND OBJECTIVES
Aims
This study investigates the functional characteristics of coffee advertisements in both English and Vietnamese, aiming to equip Vietnamese teachers and students of English with valuable insights into the linguistic organization and functionality of these advertisements.
Objectives
To achieve the aim of the study, the following objectives are intended:
- To find out the functional aspects of the Coffee Advertisements in English and Vietnamese in view of Systemic Functional Grammar and Discourse Analysis
- To discover the similarities and differences of the Coffee Advertisements in English and Vietnamese in terms of the meta-functions of Systemic Functional Grammar and Discourse Analysis
RESEARCH QUESTIONS
To achieve the aims and objectives mentioned above, the study seeks the information for the following research questions:
1 What is the Interpersonal function of the Coffee Advertisements in terms of the analysis of clause as exchange in English and Vietnamese?
2 What is the Ideational function of the Coffee Advertisements in terms of the analysis of clause as representation in English and Vietnamese?
3 What are the similarities and differences of the Coffee Advertisements in English and Vietnamese in terms of the meta-functions of Systemic Functional Grammar and Discourse Analysis?
SCOPE OF THE STUDY
This study focuses on analyzing the meta-functions of Systemic Functional Grammar in English and Vietnamese coffee advertisements, specifically examining the Ideational and Interpersonal functions It will explore clauses representing the Ideational function and those serving as exchanges for the Interpersonal function However, Textual functions such as theme and rheme are excluded from this analysis.
SIGNIFICANCE OF THE STUDY
This study employs Hallidayan Functional Grammar to analyze the language used in English and Vietnamese coffee advertisements Functional Grammar is a well-established area of study among linguists globally, and it has gained significant attention from Vietnamese researchers in recent years The research aims to enhance the teaching and learning of English and Vietnamese by offering insights into linguistic features at the Systemic Functional level, thereby improving language performance Additionally, the findings will help learners understand the similarities and differences in language choices between English and Vietnamese advertisements.
ORGANIZATION OF THE STUDY
The study is presented in the following parts:
The introduction chapter introduces background and rationale of this study, and summarizes research questions and outline of this paper
Chapter 2: Literature Review and Theoretical Background
Chapter 2 is theoretical background which clarifies some important concepts in the study In this chapter, some of the previous researches relating to functional grammar analysis were presented
Chapter 3: Research Methods and Procedures
Methodology and procedures of this study is introduced in chapter 3, which describes data collection and data analysis in detail
Chapter 4 focuses on the results and discussion In this chapter, answers to research questions raised in the Introduction section are provided though quantitative analysis
Conclusions are drawn to general findings of this study, limitations of this study stated and suggestions put forward for the future research
Chapter Two LITERATURE REVIEW AND THEORETICAL BACKGROUND
This chapter reviews previous research on Systemic Functional Grammar in both English and Vietnamese, aiming to provide a comprehensive overview of the field and identify areas for further study It is structured into three main sections: 2.1 Literature Review, 2.2 Theoretical Background, and 2.3 Summary Within the Theoretical Background, I will discuss Discourse Analysis in section 2.2.1, Systemic Functional Grammar in section 2.2.2, and Meta-functions in section 2.2.3.
LITERATURE REVIEW
The study "Transitivity Analysis of Hiroko's Character in Burnt Shadows" by Rashid (2016) applies Transitivity from Systemic Functional Linguistics (SFL) to analyze the construction of Hiroko's character This investigation is important for literary stylistics and expands the use of Transitivity analysis to explore the dynamism of a character through comparative analysis in fiction.
In her master's thesis, Khumairoh (2017) investigates the use of processes in the narrative text "The Goose Girl," identifying the predominant type of process The study concludes that material processes are the most frequent, as they effectively illustrate actions and events occurring in the world.
On the basis of Hallidayan Functional Grammar, Nguyễn Thị Ngọc Mai
(2015) carried out the research on analyzing Interpersonal meaning in „The World is
In "Flat" by Thomas L Friedman, the author significantly influences the perception of traditional grammar through his use of interpersonal functions The research explores how Friedman connects with readers and conveys his attitudes and opinions Additionally, it examines the expressions of interpersonal meaning in the Vietnamese translation, "Thế Giới Phẳng," by Nguyễn.
In her study, "An Investigation into Linguistic Features of Material Processes in 'Perfect Spy' by Larry Berman and Its Vietnamese Translation by Đỗ Hùng," Đặng Thị Cẩm Ngọc offers a comprehensive analysis of the Material process, one of the three key processes of Ideational meaning, grounded in Hallidayan Functional Grammar theory.
Despite the growing interest in advertising language, there remains a limited focus on analyzing Systemic Functional Grammar in both English and Vietnamese contexts This gap highlights the significance of studying Coffee Advertisements in these languages, offering valuable insights for language learners.
THEORETICAL BACKGROUND
Discourse Analysis
Discourse is a flexible term in linguistics, often interpreted differently by various scholars It refers to language use that extends beyond isolated sentences, encompassing any sequence of written or spoken language The concept emphasizes the communicative dynamics of language, leading discourse analysts to focus more on observing language in natural interactions rather than in isolated contexts.
- Every discourse has a specific target
- Every discourse must be completed both in form and in content
- Every discourse has its unity
Language use can be classified based on various factors, including register, formality level, attitudes towards other participants, relationships among them, and the situational context.
Context is crucial in Discourse Analysis, as it directly influences the interpretation of utterances within a discourse The relationship between discourse and context is reciprocal; discourse shapes its context while context aids in understanding meaning A thorough understanding of context is essential for effective discourse analysis, emphasizing that without context, discourse cannot exist, and neglecting context undermines the analysis.
An overview of Functional Grammar
Functional Grammar is a theory that explores the social and pragmatic functions of language, linking them to both formal syntactic and prosodic properties It serves as a resource for creating meaning through wording, with function being a fundamental property of language (Halliday, 1985) This approach involves identifying the various functions embedded in grammar and the structures that convey meaning According to Halliday and Matthiessen (2004), language is a resource for meaning-making, where meaning is derived from systemic patterns of choice This system allows individuals to select options that suit their communicative purposes, demonstrating how grammar can be adapted to fit different contexts.
The Mood system is taken as follow to present a ‗network of systems‘ of language,
Figure 2.1 The Mood System Network
Clauses can be classified as major or minor, with major clauses containing a Predicator and being either Indicative or Imperative Indicative clauses can further be categorized into Declarative or Interrogative forms A Declarative clause follows the structure of Subject plus Finite (S+F), while an Interrogative clause can be a Yes/No type, structured as Finite followed by Subject (F+S), or a Wh-type, which includes a Wh-element Each structural choice contributes to the overall meaning of the text, highlighting the functional organization of its structure Analyzing a text reveals the meaningful choices made within its structure, as well as the potential meanings that were not expressed (Halliday & Matthiessen, 2004, p.24).
According to Halliday, the primary focus of language is text rather than individual sentences, emphasizing that its significance lies in usage rather than grammatical correctness He argues that the fundamental characteristic of language is not syntax, but rather the systematic functions it performs.
Functional Grammar diverges from traditional grammar by positing that sentences possess three distinct configurations, each serving a specific meta-function The first configuration, the Ideational meta-function, analyzes sentences in terms of Process, Participant, and Circumstance The second, the Interpersonal meta-function, focuses on the structure of Mood and Residue within a sentence Lastly, the Textual meta-function organizes sentences into theme and rheme, highlighting the multifaceted nature of sentence construction.
Meta-functions
According to Halliday (2014), language encompasses three primary types of meanings that operate concurrently: Ideational, Interpersonal, and Textual These elements, referred to as meta-functions, address various aspects of the world and focus on different modes of meaning within clauses.
Language serves three essential functions: it facilitates our personal and social relationships (Interpersonal meta-function), shapes our understanding of the world and our experiences (Ideational or Experiential meta-function), and structures discourse to ensure coherence and fluidity in our texts (Textual meta-function).
Meta-functions consist of semantic systems that convey related meanings, and there are three primary meta-functions Each of these functions corresponds to the structure of a clause, allowing for analysis from three distinct perspectives.
Kees Hengeveld from the University of Amsterdam proposed three levels of analysis for discourse units: Interpersonal, Representational, and Expression levels (Mackenzie, 2004) Ruqaiya Hasan emphasizes that these meta-functions are equal in status and are integrated in every instance of language use, highlighting the importance of understanding how they interconnect within linguistic units (Hasan, 2009) Eggins notes that each meta-function encompasses distinct systems of choices, with each choice leading to specific structures; however, these meta-functions manifest simultaneously, enabling language to convey multiple meanings concurrently (Suzzanne, 2004) Table 2.1 illustrates the coexistence of the three meta-functions within a clause and outlines the components of each type.
Plus coffee has rich, flavorful taste
Ideational meta-function Participant Process: Relational Participant
Interpersonal meta-function Mood Residue
Textual meta-function Theme Rheme
In this study, only Ideational meta-function and Interpersonal meta-function are presented Textual meta-function is beyond the scope of the study
Language serves as a vital tool for establishing relationships between speakers or writers and their audience, whether listeners or readers Through communication, it not only conveys meaning but also actively shapes our personal and social connections with those around us.
Interpersonal meaning refers to the concept of meaning as an action, where the speaker or writer influences the listener or reader through language (Halliday, 1994) In communication, the speaker or writer actively engages in conveying a message while simultaneously expecting a response or engagement from the audience.
(2) Speaker: Give me that book!
In this scenario, the speaker assumes the role of a requester, asking the listener to provide a book, while also necessitating that the speaker embody the role of the supplier for the requested item.
The Interpersonal meta-function of language focuses on clauses as exchanges involving four key speech functions: statements, questions, offers, and commands According to Halliday (1994), there are two primary speech roles: Giving, which invites reception, and Demanding, which invites contribution This interaction, whether through speaking or writing, can be viewed as an exchange between the speaker or writer and the audience, where Giving signifies receiving and Demanding signifies giving The exchanged commodities can include Goods & Services (G&S) or Information.
When you request an action, such as "Close the door!" or offer something like "Would you like some coffee?", the exchange primarily involves non-verbal communication In these instances, language serves to facilitate the request for an action or object, highlighting the essence of a goods and services exchange.
When you ask me a question like "Where did you go?" or make a statement such as "Tomorrow morning Mary will be in Los Angeles," the primary exchange is verbal In these interactions, the sought-after commodity is information, which exists solely in the form of language.
The combination of the two variables results in four distinct speech functions: Offer, Command, Statement, and Question, each associated with specific desired responses Table 2.2 illustrates these speech functions alongside their corresponding responses.
Table 2.2 Speech functions and desired responses
Commodity exchanged Speech functions Expected responses
(7) Would you like a drink? Acceptance Rejection
(8) She‟s giving him a cup Acknowledgedment Contradiction
(9) Give me that cup! Undertaking Refusal
(10) What is she giving him? Answer Disclaimer
When a listener transitions to the role of a speaker, they have significant freedom in their responses In the case of goods and services, options are limited to accepting or rejecting the offer However, when it comes to information, the range of possible responses expands greatly, allowing for affirmation, denial, doubt, contradiction, insistence, conditional acceptance, qualification, and expressions of regret, among others.
Effective communication relies on the careful selection of words and sentence structures, which helps to establish a connection between the speaker or writer and the audience The nature of these relationships can vary, as illustrated in Table 2.3.
Table 2.3 Relationships between speaker/ writer and listener(s)/ reader(s)
Speech functions Speaker/ Writer Listener(s)/ Reader(s)
Statement Provider of Information Recipient of Information Question Recipient of Information Provider of Information Command Recipient of G-&-S Provider of G-&-S Offer Provider of G-&-S Recipient of G-&-S
The interpersonal meta-function encompasses the various ways language is utilized to convey social and personal relationships, individual personalities, and emotions, as well as the speaker's involvement in communication According to Halliday, this interpersonal aspect is manifested in clauses through Mood and Modality, highlighting the role of language in shaping interactions and expressing attitudes.
In 1973, it was noted that Interpersonal meaning in text is conveyed through several key elements, including Mood, the Personal pronoun system, Modality, and Tense This article will provide a concise overview of these three components, focusing on how they contribute to the realization of Interpersonal meaning.
SUMMARY
This research utilizes Discourse Analysis and Systemic Functional Grammar as its theoretical foundations to provide a concise introduction The study aims to explore the functional characteristics of English and Vietnamese coffee advertisements, identifying their unique features while examining the similarities and differences in their functional aspects.
Chapter Three RESEARCH METHODS AND PROCEDURES
This chapter outlines the research framework for analyzing Coffee Advertisements in English and Vietnamese through the lens of Systemic Functional Grammar It details the methodology used to gather comparative insights into the two languages' advertising strategies The chapter is organized into four key sections: 3.1 Methodology, 3.2 Research Design, 3.3 Reliability and Validity, and 3.4 Summary.
METHODOLOGY
This thesis design was based on the combination of descriptive and comparative methods; qualitative and quantitative techniques
- The descriptive method was used to recognize and identify the topic to be studied, then to select appropriate samples and finally to collect valid and reliable data
- The comparative method was chosen to find out the similarities and differences of the Systemic Functional Grammar features in English and Vietnamese Coffee Advertisements
- The qualitative technique was applied in specifying the linguistic features of Coffee Advertisements in terms of the meta-functions of Systemic Functional Grammar
- The quantitative technique was used to calculate the frequency of kinds of meta-functions appeared in the collected data.
RESEARCH PROCEDURE
Data Collection
This study analyzes coffee advertisements in English and Vietnamese sourced from twelve official coffee brand websites in the United States and Vietnam By examining one hundred and ten monologues, the research aims to identify lexico-grammatical and discoursal patterns using a methodological approach that differs from traditional line-by-line discourse analysis The data, collected over the course of 2018, is tagged for grammatical perspective based on Halliday's Systemic Functional Linguistics, highlighting the diverse lengths and lexical items present in the advertisements across both languages.
119 words to 158 words in the English advertisements and from 115 to 242 words in the Vietnamese advertisements The following are typical examples of Coffee Advertisements from the two languages
Burundi boasts ideal coffee-growing terrain, particularly in its central and northern regions, characterized by hills and mountains with significant altitude variations, ranging from 772 meters at the lake to 2,670 meters at Mount Haha The introduction of the first Arabica coffee tree by the Belgians in the early 1930s marked the beginning of a thriving coffee industry Today, coffee cultivation is predominantly a smallholder farmer activity, engaging over 700,000 families in the country.
Our artisan-roasted coffee beans are crafted in small batches to ensure freshness, while our commitment to farmers, customers, and the environment reflects our dedication to social responsibility Sourced from high mountain regions, these premium beans offer a rich and flavorful coffee experience.
We are certain that you are going to enjoy our rich flavor coffee - Satisfaction is guaranteed
Cà phê Ocean Blue là sản phẩm độc đáo của Công ty, được phát triển nhằm đáp ứng sở thích thưởng thức của khách hàng nơi công ty hình thành Sau thời gian nghiên cứu, chúng tôi đã cho ra đời cà phê OB với hương vị đậm đà, thơm nồng và vị đắng dịu, phù hợp với những tín đồ cà phê khó tính Sản phẩm được chế biến từ những hạt cà phê chất lượng cao, kết hợp công thức pha chế riêng biệt dành cho người miền Trung, mang đến sự hòa quyện giữa hương vị biển cả và tinh túy của hạt cà phê Ban Mê Cà phê OB không chỉ mang lại hương thơm quyến rũ, mà còn giúp bạn cảm thấy sảng khoái và minh mẫn Đặc điểm nổi bật của sản phẩm là nước có màu hơi đen, vị đắng nhẹ, thơm dịu và không gắt, đặc biệt không bị nhạt khi pha với đá, với hàm lượng caffeine khoảng 1.2 – 1.3%.
Besides the sampling, this contrastive analysis was designed with two main phases: descriptive phase and comparison phase realized in the following steps:
Collecting samples
The search process involved several systematic steps Initially, the text was divided into individual sentences, which were further broken down into clauses containing a verbal group for lexico-grammatical analysis Each clause was annotated with its corresponding tense form The steps of the search were clearly outlined.
Clauses are categorized by their structure, focusing on five key elements: Subject, Verb, Complement, Object, and Adverbial At the highest level of the rank scale, clauses can be divided into Subject and Finite elements, which may be either simple or complex.
- Clauses were classified by purpose
+ The first classification contained the main three types of Mood analysis such as Declaratives, Interrogatives and Imperatives
+ The second classification identified process types including Material, Relational, Mental, Behavioral, Verbal and Existential realized by Verbs.
Data analysis
I divided the analysis into two parts: Interpersonal dimension and Ideational dimension
In my analysis of the Interpersonal dimension, I utilized Halliday & Matthiessen's (2014) framework for understanding Interpersonal meta-function elements As a Systemic Functional Language analyst, I assessed the levels of interactive efficiency within the socio-cultural context of the discourse.
In my initial analysis, I examined how the Mood conveys crucial information regarding the exchange process in coffee advertisements This exploration encompassed a detailed study of Modal auxiliaries and Pronouns, ultimately highlighting the significance of Tense selection in effectively communicating the advertisement's message.
In the second part of my analysis, I examined the Ideational meta-function within the Transitivity system of Processes, focusing on the frequency of six Process types in Coffee Advertisements This evaluation highlighted how language is utilized to represent human experiences, incorporating an analysis of Participants and Circumstances.
Table 3.1 below shows the structural division of the analysis as elaborated in this chapter
Table 3.1 The Structural division of the analysis
Mood Modal Auxiliary Personal Pronouns Tense
Material Process Relational Process Mental Process Behavioral Process Verbal Process Existential Process Participants Circumstances
This article presents a contrastive analysis of the meta-function dimensions in English and Vietnamese coffee advertisements, highlighting key similarities and differences between the two languages.
RELIABILITY AND VALIDITY
In this study, every attempt to obtain the reliability and validity has been administered
This study analyzed fifty-five English and fifty-five Vietnamese coffee advertisements sourced from twelve reliable official websites, focusing on prominent coffee brands in the United States and Vietnam The English advertisements were gathered from well-known brands such as Starbucks, Gloria Jean's, and Death Wish Coffee, while the Vietnamese advertisements included Trung Nguyên, Phúc Long, and Highlands Coffee The selection aimed to explore Functional Grammar, specifically Interpersonal and Ideational functions, within coffee advertisements The research methodology is grounded in established linguistic theories, ensuring the study's results are consistent and credible.
In this study, all English and Vietnamese coffee advertisements were sourced from reliable official coffee websites within the year 2018, ensuring the validity of the samples used These advertisements were specifically chosen to accurately reflect the qualitative information relevant to the research questions The findings presented in this thesis are based on thorough analysis of evidence, statistics, and frequencies, further confirming the validity of the research.
SUMMARY
Chapter 3 outlines the research methodology, detailing data collection methods, sample acquisition, and the procedures involved It also addresses data analysis, along with the reliability and validity of the thesis This chapter provides essential preparations that will support the findings and discussions presented in Chapter 4.
Chapter Four FINDINGS AND DISCUSSIONS
This chapter analyzes the Interpersonal and Ideational functions of coffee advertisements in English and Vietnamese by comparing data from both language corpora It focuses on the total number, frequency, and overall usage characteristics of these advertisements The chapter is structured into three distinct sections.
This article presents a comprehensive analysis of the interpersonal meaning found in English and Vietnamese coffee advertisements in section 4.1 It further examines the ideational meaning within these advertisements in section 4.2 Finally, a summary of the findings is provided in section 4.3.
Section 4.1 would deal with the research question 1) What is the Interpersonal function of Coffee Advertisements in terms of the analysis of clause as exchange in English and Vietnamese?
CLAUSE AS EXCHANGE IN THE COFFEE ADVETISEMENTS IN
Clause as exchange in the Coffee Advertisements in English
I shall begin by discovering Interpersonal function in the English Coffee Advertisements in terms of Mood
In any exchange, two key semantic variables are crucial: the orientation of the exchange and the commodity involved These variables are expressed through various Mood choices, which correspond to specific speech functional categories, as illustrated in Table 4.1.
Commodity Information Goods-&-Services Orientation
As Table 4.1 shows, statement is realized by Declarative clauses, question is realized by Interrogative clauses, command is realized by Imperative clauses, and offer is realized by various clauses
The arrangement of the Subject and Finite within a clause plays a crucial role in determining its Mood—whether Declarative, Interrogative, or Imperative According to Halliday (2004), the Subject provides essential elements needed to form a proposition, allowing it to be affirmed or denied, while the Finite serves as the initial functional component of the verbal group.
The Mood structure of a clause is essential for understanding Interpersonal meaning, as each Mood type serves specific speech functions in the exchange of information or goods and services The declarative mood is the standard form for statements, allowing the writer to convey information that readers are expected to receive In contrast, the interrogative mood is used to pose questions, prompting readers to provide information The imperative mood functions as a command, where the writer requests goods and services from readers Additionally, offers, which represent the provision of goods and services, typically take the form of modulated interrogatives, suggesting an expectation of reciprocity from readers.
Declarative clauses typically express statements, interrogative clauses are used for questions, and imperative clauses convey commands, although exceptions exist in specific contexts For instance, some interrogative sentences can function as commands depending on their intonation In Systemic Functional Grammar (SFG), the combination of the Subject and Finite forms the Mood, and their positioning within a clause influences various speech functions This positioning is crucial for conveying the interpersonal meaning of a clause, reflecting social roles and identities.
Table 4.2 gives the examples of Mood types and their relevant speech functions in the ECAs which indicate the speech role of the writer and the readers
Table 4.2 Mood of the clause, speech functions and speech roles
Example Mood of the clause
(1) Mile High Mountain uses Swiss Water Decaf
FT beans from the central region of Peru
(3) Empty the contents into your drip filter
(4) We will refund you in full (S^F)
Everyday language often includes offers that exemplify indirect speech acts However, the use of such Mood functions in English Commercial Advertisements (ECAs) is uncommon This rarity can be attributed to the primary objective of advertisements, which is to convey information, highlight features, and showcase the benefits of products.
&-S to the customers So, the most basic function of these speeches is around the fundamental exchanges of giving information or G-&-S
Figure 4.1 summarizes relative frequencies of Mood selection in the fifty - five ECAs The number of Mood selection in relation to speech functional categories is summarized in Table 4.3
Figure 4.1 Relative frequencies of Mood selection in the fifty- five English Coffee
Table 4.3 Relative frequencies of Mood selection in relation to speech function
Figure 4.1 illustrates that declarative clauses are commonly used in English coffee advertisements, as evidenced in example (1) This prevalence is expected, as the primary purpose of advertisements is to convey product information and persuade customers to make a purchase Additionally, to effectively compete with other coffee brands, the language employed must be engaging and appealing.
In English coffee advertisements, the use of declarative mood is prevalent, as it effectively conveys the strength and benefits of the products Advertisers act as information-givers, delivering clear and concise messages that provide customers with essential details Additionally, these advertisements often include various brewing instructions, empowering customers to make informed choices about their coffee preparation Consequently, declarative clauses are the most effective means for coffee advertisers to communicate with potential buyers.
The use of the declarative mood in advertisements fosters a strong relationship between writers and readers, establishing trust between customers and familiar advertisers By utilizing declarative sentences to describe and explain, advertisers can effectively convey reliable and accurate information about their products and services to both the general public and specialized consumers This approach not only enhances accessibility for customers but also increases the overall credibility of the advertisements.
The hazelnut has been a treasured ingredient around the world
This roast is made from the Nicaragua FT bean
In a study of fifty-five English coffee advertisements, 51 imperative clauses were identified, indicating their significant role in communication The prevalence of these imperatives suggests that writers often position themselves as superior to their readers, reflecting a sense of professional expertise This dynamic is evident in various examples throughout the advertisements.
Add some almond before brewing coffee
Don't let anything bring you down on your way to the top
Open the Vault and empty the contents into you drip filter
In the ECAs, writers position themselves as coffee experts with superior knowledge, often using imperative sentences to provide direct advice on brewing and enjoying coffee As a result, imperative clauses are predominantly featured in product instructions, guiding readers towards the best practices in coffee preparation.
Imperative clauses in ECAs play a crucial role in captivating readers, enhancing the attractiveness and persuasiveness of advertisements By presenting commands or suggestions, these clauses compel the audience to take action for their own benefit.
Give sleepiness the knockout blow
The Interrogative mood is the least prevalent in ECAs, with only 14 clauses identified These include both wh-question and yes/no question clauses, which effectively engage readers and sustain their attention Coffee advertisers often utilize rhetorical questions, fostering a sense of interaction with the audience, even though readers cannot provide direct answers.
What is going into each cup of coffee
In ECAs, minor clauses are rarely used due to their lack of substantive meaning They may appear in the closing sections of advertisements, serving the purpose of subtly encouraging customers to make a purchase This approach is preferred over the more common spoken expressions like "Goodbye."
Modality in language assesses the likelihood, typicality, or necessity of events and identities, as highlighted by Halliday (2014), who notes that it allows speakers to express their judgments and the validity of their positions It encompasses two primary forms: Modalization, which indicates levels of likelihood or frequency (e.g., probably, might, usually, seldom), and Modulation, which addresses ability or necessity (e.g., ought to, should, allows) Various methods can express Modality, including modal auxiliaries, adverbs, intonation, and mental-process verbs This paper specifically examines the use of modal auxiliaries in English coffee advertisements, as illustrated in Table 4.4.
Table 4.4 The frequency of Modal auxiliary (from English data)
Can Will Should Have to
Modality ability/possibility inclination/futurity necessity obligation
The analysis of the table reveals that the modal verb 'will' is the most commonly used in English Coffee Advertisements (ECAs), indicating a strong degree of inclination and futurity This highlights its significant role in shaping the persuasive language of advertisements.
(12) This spicy yet rich roast will give you the zing of energy you need
(13) There's no telling what the day will bring
(14) We will refund you in full
Clause as exchange in the Coffee Advertisements in Vietnamese 51 1 Analysis of Mood
The Interpersonal stratum highlights the core of communication, particularly evident in spoken dialogues where responses are immediate In contrast, coffee advertisements often lean towards a transmission-oriented approach, featuring monologues from the writers who present the subject matter while readers passively consume the content This dynamic encourages readers to engage with the indirect communication style employed by the writers.
Figure 4.3 summarizes relative frequencies of Mood selection in the fifty - five Vietnamese Coffee Advertisements The number of Mood selection in relation to speech functional categories is summarized in Table 4.6
Figure 4.3 Relative frequencies of Mood selection in the fifty-five VCAs
Table 4.6 Relative frequencies of Mood selection in relation to speech function
Table 4.6 illustrates that the Declarative mood constitutes 93.89% of the usage, while the Imperative mood accounts for 6.11%, and the Interrogative mood is absent at 0% This data indicates that writers in the VCAs predominantly favor Declarative sentences, with significantly lower instances of Imperative and Interrogative moods Examples from the Vietnamese corpus further support this trend.
Caramel mang lại dư vị dễ chịu và khoan khoái khi thưởng thức
Arabica đã chinh phục được những khách hàng đam mê hương vị Arabica nguyên chất
Pha theo hướng dẫn để thưởng thức ly cà phê thơm ngon
Tráng phin và tách bằng nước nóng
Vietnamese advertisers commonly utilize the declarative mood to convey essential facts and information about coffee products, ensuring that the message is delivered effectively to customers This approach enhances the perceived validity of the information presented Additionally, imperatives are employed to provide suggestions or commands to readers, further engaging them with the advertisement.
In the Vietnamese Coffee Advertisements, minor clauses are used to emphasize the specific features of products This aims to get the attention of the customers
Table 4.7 The frequency of Modal auxiliary (from Vietnamese data)
Low Median High có thể sẽ nên/ cần phải
Modality ability/possibility inclination/futurity necessity obligation
This thesis focuses exclusively on modal verbs in Vietnamese that express necessity and possibility, acknowledging that other types exist Additionally, it highlights the noticeable differences in the parallel translations of modal auxiliaries.
Modal auxiliaries such as 'sẽ', 'có thể', 'nên/cần', and 'phải' convey various modal meanings in Vietnamese coffee advertisements By utilizing modal verbs, advertisers can effectively make requests, offers, and suggestions, while also expressing wishes, intentions, and emotions These verbs do not function independently; instead, they typically accompany other verbs and come in various forms The findings highlight the strategic choices made by writers in crafting Vietnamese coffee advertisements.
The analysis reveals that the Vietnamese corpus predominantly features two modal auxiliaries, 'có thể' and 'sẽ.' Notably, 'có thể' is utilized significantly more, accounting for 81.82% of occurrences, with a total of 18 instances.
(28) Mọi người có thể cảm nhận rõ ràng về một loại cà phê huyền thoại
(29) Bạn sẽ cảm nhận được vị đắng đậm của cà phê hòa trộn hài hòa với vị ngọt của đường
In VCAs, modal auxiliaries are primarily used to convey consumers' mental behaviors when engaging with products By employing these auxiliaries, writers enhance their connection with readers, making coffee products more vivid and relatable.
In Vietnamese, the pronoun system is influenced by factors such as the age, relationship, and social status of the individuals involved Notably, any noun referring to a person can function as a pronoun This system reflects the writer's attitude toward the reader and can indicate social hierarchies Vietnamese coffee advertisers, for example, strategically employ personal pronouns in their discourse to convey these dynamics The following table illustrates the pronoun system used in Vietnamese coffee advertisements.
Table 4.8 The frequency of Personal pronouns (from Vietnamese data)
Chúng tôi Bạn/ các bạn Của chúng tôi Của bạn/ các bạn
Table 4.8 illustrates the pronouns used in the VCAs, revealing that the term 'bạn/các bạn' is the most frequently employed form of address, comprising 40% of the total In contrast, the first plural pronoun 'chúng tôi' is used slightly less, accounting for 34.29%.
(30) Vị đắng mạnh mẽ nhưng vẫn pha chút hậu ngọt đậm đà là những cảm nhận rõ ràng nhất khi bạn thưởng thức Vinacafé CLASSIC của chúng tôi
(31) Uống cà phê MCi mỗi ngày giúp cho tinh thần của bạn sảng khoái, minh mẫn, mạnh mẽ và thành công trong mọi lĩnh vực
Actually, in Vietnamese, the coffee advertisers employ different noun phrases as social status terms to indicate the readers, including ‗người sành cà phê‘,
‗người Việt‘ and ‗người yêu cà phê‘ as indispensable features of politeness Let us take these following examples into consideration,
(32) Cà phê Sáng tạo Số 5 mang hương thơm dịu lưu luyến, vị đậm đà mân mê vị giác chuyên dành cho những người sành cà phê
(33) Chúng tôi gọi đây là tác phẩm phối trộn hoàn hảo cho khẩu vị của người Việt
Politeness plays a crucial role in language and communication, influencing the choice of address forms based on the age and social status of the audience Writers must carefully select their words to ensure social coordination and maintain effective communication To show respect, they often use pronouns that elevate the reader's status, such as "người sành cà phê," which signifies a valued individual By being polite, communicators aim to foster positive feelings and build strong relationships with their audience Additionally, in the context of VCAs, writers often use "chúng tôi" to include themselves in the group associated with the product, reinforcing a sense of community.
Vietnamese does possess tense, utilizing various morphology-like devices that impart temporal value to verbs Key elements in this analysis include the preverbal markers: 'đã' (indicating past), 'đang' (indicating present), and 'sẽ' (indicating future) These markers play a crucial role in understanding the tense structure of the Vietnamese language.
‗đã‘ is usually assumed to signal the Past tense marker, ‗sẽ‘ - the Future tense marker and ‗đang‘ - the Present tense marker
Figure 4.4 Tense (from Vietnamese data)
In Vietnamese coffee advertisements, the present tense is predominantly used, accounting for 86.33% of the sentences analyzed, with a total of 240 instances The past tense follows as the second most common, representing only 12.23% or 34 sentences Additionally, the future tense appears minimally, comprising just 1.44% of the total, with only 4 sentences.
Similarities and differences in Interpersonal meaning of the Coffee
Figure 4.5 Distribution of Mood choices in Coffee Advertisements in English and Vietnamese
In both English and Vietnamese coffee advertisements, the Declarative mood is predominantly used, accounting for 80.65% in English and 81.30% in Vietnamese The Imperative mood follows, comprising 15.18% in English and 18.70% in Vietnamese, while the Interrogative mood is the least represented, with only 4.17% in English and absent in Vietnamese This indicates that English advertisements utilize the Interrogative mood more frequently than their Vietnamese counterparts Additionally, positive polarity is significantly more prevalent than negative polarity in both languages.
In both languages, modal auxiliaries like 'will' and 'can' are commonly used to express futurity and possibility, respectively However, in English Contextual Applications (ECAs), futurity is utilized more frequently than possibility, while in Vietnamese Contextual Applications (VCAs), the opposite trend is observed, with possibility being more prevalent than futurity.
The study indicates that personal and possessive pronouns are utilized more frequently in ECAs compared to VCAs, with the personal pronoun "you" being the most prevalent, followed closely by "we."
The analysis of tense usage in English and Vietnamese coffee advertisements reveals a striking similarity, with the Present tense being the most prevalent in both languages—accounting for 87.79% in English and 86.33% in Vietnamese Following this, the Past tense appears with a frequency of 10.42% in English coffee advertisements and 12.23% in Vietnamese Notably, the Future tense is seldom utilized in coffee advertising across both languages.
The similarities and differences of the English and Vietnamese Coffee Advertisements in terms of Interpersonal function are shown as below
Table 4.9 The similarities and differences in the ECAs and the VCAs in terms of
Modality ECAs Frequency % VCAs Frequency %
Section 4.2 would deal with the research question 2) What is the Ideational function of Coffee advertisements in terms of the analysis of clause as representation in English and Vietnamese?
4.2 CLAUSE AS REPRESENTATION IN THE COFFEE ADVERTISEMENTS
Clause as representation in the Coffee Advertisements in English 59 1 Process types
The analysis of the transitivity system reveals the presence of Ideational meaning in coffee advertisements Each clause contains distinct Processes, which are consistently represented throughout the text The accompanying pie chart illustrates the distribution of these Process types within English coffee advertisements.
Figure 4.6 The distribution of Process types in the ECAs
Figure 4.6 illustrates that clauses in the ECAs predominantly utilize the Material process, comprising 53.75% of the total, followed by the Relational process at 26.33% The Mental process is also significant, making up 17% of the clauses In contrast, the Behavioral, Existential, and Verbal processes are less common, representing only 1.28%, 1.10%, and 0.54%, respectively, within the transitivity system.
English coffee advertisements prominently feature the Material process, highlighting the origins and production methods of their products This approach effectively communicates the craftsmanship and quality behind each coffee offering.
Material clauses in ECAs are categorized into two subtypes: creative and transformative Creative clauses result in the emergence of a new Actor or Goal, making the Participant itself the outcome In contrast, transformative clauses focus on altering an existing Actor or Goal, with the outcome being the transformation of that entity.
Material Relational Mental Behavioral Existential Verbal
This unique combination creates a richness
Death Cups combine the strength and taste of the world‟s strongest coffee
The frequency of Creative and Transformative clauses in the ECAs is shown in the table below
Table 4.10 Creative and Transformative in Material clauses (From English data)
In English coffee advertisements, transformative clauses are preferred over creative clauses, as writers emphasize the coffee-making process to highlight product quality and build consumer trust Coffee experts invest significant time exploring various methods, including experimenting with ingredient combinations, to develop new products that meet customer demands.
We have carefully roasted these beans
Actor Process: Material: Transformative Goal
Creative clauses are used to highlight the introduction of a new product, emphasizing its uniqueness and special features resulting from innovative coffee production methods and techniques.
A medium and moderate acidity create a subtle balance with a fleeting finish
Actor Process: Material: Creative Goal
Now, let us take some further examples into consideration,
The Arabica coffee plants was first grown in Costa Rica‟s Central
These high-quality coffee beans are artisan roasted in a small batch
In the discussed examples, the absence of an Actor in the clauses highlights the significance of transitivity, which influences the verb as Process, along with Participants and Circumstances When a clause includes both a Goal and an Actor, it can be expressed in two ways: operative (active) or receptive (passive) While both forms represent the same experiential configuration of Actor + Process + Goal, they differ in their mapping onto the Interpersonal function within the clause's modal structure In the operative variant, the Actor assumes the Subject role, thus taking on modal responsibility, while the Goal functions as the Complement Conversely, in the receptive variant, the Goal becomes the Subject, shouldering modal responsibility, while the Actor is treated as an adjunct, which can be omitted.
Furthermore, Actor is excluded in Material clauses expressed by Imperative mood For instance,
Buy the best gift for coffee- lovers
Process: Material: Transformative Goal Recipient
Hence, the absence of Actor and Goal is also taken into analysis Table 4.11 shows the presence of Participants Actor and Goal in Material clauses
Table 4.11 Actor and Goal in Material clauses (From English data)
English Coffee Advertisements Frequency % Actor
Clause with the presence of Actor 104 35.37 Clause with the absence of Actor 190 64.63
Clause with the presence of Goal 174 59.18 Clause with the absence of Goal 120 40.82
The analysis of the data indicates that receptive clauses with a Goal are predominantly used in ECAs, largely due to the prevalence of passive voice in formal English This approach minimizes personal emphasis, allowing the focus to shift from the Actor, such as farmers or experts, to the Recipient, which in this case is the coffee product Typically, the Actor is only mentioned in receptive clauses when necessary, as the Recipient conveys crucial new information that cannot be overlooked By prioritizing the Recipient, writers effectively redirect attention away from the doers of the action and emphasize the significance of coffee Consequently, when the Actor is deemed non-essential, it is often excluded from the receptive clauses.
The second major type of process in English coffee advertisements is 'Relational' clauses, which are used for characterization and identification These clauses consist of two inherent participants, referred to as 'be-ers,' indicating a relationship where one entity is described as being another Unlike 'Material' and 'Mental' clauses that feature a single participant (the Actor or Sensor), 'Relational' clauses highlight the significant connection between the two participants Consequently, the verbs most commonly used in 'Relational' clauses reflect this generalized link between them.
Our roasting team has over 70 years of combined roasting experience
The rigid capsule and lids are recyclable
There are two distinct modes of being: attributive and identifying The Relational Process is either identifying or attributive The difference is this:
- Identifying: "a" is the identity of "X"
- Attributive: "a" is an attribute of "X"
In an Identifying Process, the Participants consist of Token and Value, allowing for their reversal along with a change in grammatical function This reversal can occur either by simply swapping their positions or through passivation.
In an Attributive Process, the Participants are defined as Carrier and Attribute, and their roles cannot be reversed The grammatical function of these Participants remains constant, regardless of their potential for reversal Additionally, Attributive Processes cannot be transformed into passive constructions.
Our blend has only about 2 calories per cup, no carbs, protein, or fiber
National Park is the largest national park on the island of Sumantra
Figure 4.7 shows the distribution of the two modes in Relational clauses in the ECAs,
Figure 4.7 The frequency of Attributive and Identifying in Relational clauses (From
The analysis of the chart indicates that Attributive Relational clauses are predominantly utilized in English Coffee Advertisements This preference for Attributive clauses highlights a significant aspect of advertising language, which focuses on showcasing product characteristics In these advertisements, advertisers employ nominal groups as Attributes to convey the typical features of the products effectively.
Hawaiian Kona is a „melt in your mouth‟ style coffee
Carrier Process: Relational: Attributive Attribute
Attributive and Identifying in relational clauses Attributive Identifying or (46)
Each cup contains 12 grams of coffee
Carrier Process: Relational: Attributive Attribute
In the article, the writer employs the phrase "a melt in your mouth" to emphasize the delectable nature of Hawaiian Kona coffee Additionally, by mentioning "12 grams of coffee," the writer provides specific details about the product, enhancing the reader's understanding.
In addition, to encourage absolute belief in the products from the customers, the writers occasionally use identifying clauses to make the identity of the products For example,
Honduran organic coffee is one of the best coffee in the world
By using the nominal group ‗one of the best coffee in the world‘ to identify
‗Honduran organic coffee‘, the advertiser manages to classify his coffee in a high position which makes the customers strongly believe in the tastiness of Honduran coffee c Mental Process
Mental clauses rank the third among the six Processes and are mainly employed to target at the description of mental reactions of the customers to the flavor of coffee
Material clauses focus on our interactions with the physical world, while Mental clauses pertain to our internal consciousness Mental clauses can be categorized into four subtypes: Perceptive, Cognitive, Desiderative, and Emotive Examples from English coffee advertisements effectively demonstrate these four types of Mental clauses.
(48) This organic blend is a decadence you can feel good about (Perceptive)
(49) You are going to enjoy our rich flavor coffee (Emotive)
(50) It is a coffee you know (Cognitive)
(51) Death Wish Coffee is a dark roast coffee made with Arabica and
Robusta beans to give you the morning boost you need (Desiderative)
The frequency of the four types of Mental clauses is presented as below,
Figure 4.8 Perception, Emotion, Cognition and Desideration in Mental clauses
English coffee advertisers utilize data analysis to effectively capture customer attention by emphasizing Mental clauses They tend to favor Emotion and Cognition over other types of Mental Processes Emotion is conveyed through feeling verbs such as "enjoy," "love," and "like," while Cognition is represented by cognitive verbs like "think," "know," and "believe." This strategic use of language enhances the emotional appeal and intellectual engagement of their advertisements.
We like this blend so much
Sensor Process: Mental: Emotive Phenomenon
In this example, the advertiser uses the verb „like‟ to express the Emotive
Clause as representation in the Coffee Advertisements in
An analysis of Vietnamese coffee advertisements reveals the distribution of process types among 822 clauses from 55 ads Relational clauses dominate, comprising 48.3% with 397 instances, while Material Processes follow closely at 40.5%, totaling 333 clauses Mental Processes account for 8.3%, and other types such as Existential, Behavioral, and Verbal Processes are present but less frequent, representing 2.2%, 0.6%, and 0.1%, respectively.
Figure 4.9 The distribution of Process types in the VCAs
Material Process Relational Process Mental processExistential Behavioral process existential process
The Relational Process, which encompasses being, having, and becoming, holds the highest statistical rank among Vietnamese advertisers This indicates that they primarily focus on identifying and describing their products to enhance potential customers' understanding of product features Additionally, this approach reflects how writers provide insights and comments on their coffee products.
Robusta là sự kết hợp tinh túy giữa 2 loại cà phê
In example (59), the writer gives an explanation for a new kind of coffee, which helps to provide the customers with further information about their products
Cà phê Chồn cao cấp sẽ là một khám phá mới dành cho người yêu và sành cà phê
In 1960, the advertiser presents "premium civet coffee" as "a new discovery for coffee lovers and connoisseurs," aiming to entice customers to experience and savor this unique product.
Throughout the Vietnamese Coffee Advertisements, the advertisers employ both subtypes of Relational Process: Attributive and Identifying
Cà phê Culi chỉ có một nhân tròn trong một quả
Carrier Process: Relational: Attributive Attribute
Tây Nguyên Đại Ngàn là vùng đất thiêng liêng của cà phê
Token Process: Relational: Identifying Value
Figure 4.10 shows the distribution of the two modes of Relational clauses in the VCAs
Figure 4.10 The frequency of Attributive and Identifying in Relational clauses
Data analysis reveals that Vietnamese advertisers predominantly utilize Attributive Relational clauses to introduce and describe their coffee products The majority of these clauses are extensively used in Attributive Processes, while Identifying Processes are rare, with only 25 clauses identified in the corpus.
Material Processes depict actions and events and are the second most commonly used elements in Vietnamese coffee advertisements Advertisers utilize Material clauses to illustrate the manufacturing process of coffee and provide instructions for product usage.
The advertiser utilizes the Creative material clause to showcase the development of the coffee product, while also incorporating Transformative clauses in the VCAs to enhance the narrative.
Trung Nguyên đã tái tạo thành công quy trình ấp ủ café trong cơ thể Chồn
The frequency of the two subtypes of Material Process in the Vietnamese Coffee Advertisements is presented in the following table
Table 4.13 Creative and Transformative in Material clauses (From Vietnamese data)
In example (63), it is important to highlight the omission of the Actor, which frequently occurs in passive voice constructions in both English and Vietnamese, particularly when the agent is general or unspecified Consequently, the omission of both the Actor and the Goal plays a significant role in the analysis of Verb Complementation Patterns (VCPs).
Table 4.14 Actor and Goal in Material clauses (from Vietnamese data)
Vietnamese Coffee Advertisements Frequency % Actor
Clause with the presence of Actor 93 27.93 Clause with the absence of Actor 240 72.07
Goal Clause with the presence of Goal 237 71.17
Clause with the absence of Goal 96 28.83
5 Trung Nguyên được chế biến từ những hạt cà phê Arabica hảo hạng của vùng núi cao Lâm Đồng
Goal Process: Material: Creative Circumstance
The analysis reveals that Participant Goals are prominently featured in Vietnamese coffee advertisements, reflecting the writers' intent By utilizing numerous passive clauses, they effectively redirect the readers' attention towards the primary focus: coffee.
(65) Cà phê cao cấp chồn Legend Trung Nguyên [Goal] là cafe được sản xuất bằng phương pháp “Lên men sinh học” (Receptive clause)
(66) Cà phê MCi [Goal] được sản xuất từ những giống cà phê tốt nhất
The mental process encompasses sensing, which involves feeling, thinking, and perceiving As illustrated in Figure 4.9, this process ranks third, highlighting consumers' emotions and feelings towards coffee products.
(67) những người yêu thích cà phê pha máy
Vietnamese coffee advertisements utilize four subtypes of Mental Process: Perception, Cognition, Emotion, and Desideration These categories are strategically represented in a chart, highlighting how each type contributes to the overall advertising strategy.
Figure 4.11 Perception, Emotion, Cognition and Desideration in Mental clauses
The chart illustrates that Cognitive clauses are predominantly utilized in VCAs to demonstrate the writers' profound comprehension of customer demands.
Các nghệ nhân thấu hiểu cà phê đến tận cùng
Sensor Process: Mental: Cognitive Phenomenon
Similarly, Perceptive clauses are extensively employed so as to describe the general perception of the customers when using the products, which makes the products more sensible and visual
Bạn sẽ cảm nhận được vị đắng đậm của cà phê hòa trộn hài hòa với vị ngọt của đường
Sensor Process: Mental: Perceptive Phenomenon d Existential Process, Verbal Process and Behavioral Process
Though not being used widely in the Vietnamese Coffee Advertisements, these Processes constitute a necessary part in advertising discourse
(70) Có hàng ngàn loại cà phê nhưng chỉ có 1 loại duy nhất siêu sạch, tuyệt ngon và chuyên kích thích não sáng tạo
The advertiser employs the Existential Process "có" to highlight the uniqueness of this special coffee, asserting that it stands alone as the best option available.
The Behavioral Process employed in the VCAs construes the behavior of customers which can be occasionally found in Imperative clauses
(71) Không nên uống loại cà phê này khi đói
The only Verbal Process in the VCAs is used to express the saying of the advertiser to guarantee the quality of product
(72) Chúng tôi cam kết không làm mất đi sự nguyên bản trong từng hương từng vị cà phê
Table 4.15 Circumstantial elements in the VCAs
Table 4.15 shows the distribution of Circumstantial elements in the Vietnamese Coffee Advertisements The Vietnamese coffee advertisers use a wide range of Circumstances in their advertisements There are seven types of
In the analysis of Vietnamese advertising language, various Circumstances are utilized, including Extent, Location, Manner, Cause, Accompaniment, Role, and Matter The data reveals that Manner Circumstances dominate at 44.79%, closely followed by Location Circumstances at 24.18% This distribution aligns with the informative nature of advertising, as Vietnamese advertisers predominantly employ these two types to convey essential product details, such as the original source and production processes, effectively enhancing customer understanding.
Similarities and differences in Ideational meaning of the Coffee
This analysis of Coffee Advertisements in English and Vietnamese reveals the use of three primary process types: Material, Relational, and Mental clauses, alongside three secondary types: Existential, Behavioral, and Verbal clauses Additionally, both English Coffee Advertisements (ECAs) and Vietnamese Coffee Advertisements (VCAs) incorporate Participants and Circumstances within their clauses.
Table 4.16 shows the distribution of six process types in the ECAs and the VCAs The difference in Process distribution in the two languages is presented in figure 4 12
Table 4.16 Process distribution in the ECAs and the VCAs the ECAs the VCAs
Figure 4.12 The difference in Process distribution between the ECAs and the VCAs
Line chart 4.12 compares the distribution of process types in English Coffee Advertisements (ECAs) and Vietnamese Coffee Advertisements (VCAs) The analysis reveals that three primary process types—Material, Relational, and Mental—predominate in coffee advertising across both languages However, a slight variation exists in the frequency of Material and Relational clauses between the ECAs and VCAs.
The analysis of English and Vietnamese coffee advertisements reveals distinct trends in clause usage In English coffee advertisements, Material clauses dominate, emphasizing product features, ingredients, and the coffee-making process Conversely, Vietnamese coffee advertisements primarily utilize Relational clauses, which serve to identify products and provide additional information about coffee This contrast highlights the differing advertising strategies employed by English and Vietnamese marketers in promoting coffee.
With relation to Participants, as can be seen in table 4.17, both the ECAs and the VCAs tend to use receptive clauses with the presence of Goal, which means the
Material Relational Mental Existential Behavioral Verbal
English and Vietnamese advertisers predominantly emphasize coffee products, focusing on the product itself rather than the advertiser This approach leads to a high frequency of clauses that omit the Actor in both languages, highlighting the significance of the coffee product in their marketing strategies.
Table 4.17 Actor and Goal in Material process in the ECAs and the VCAs the ECAs the VCAs Frequency % Frequency %
Clause with the presence of
Clause with the absence of
Clause with the presence of
Clause with the absence of Goal 120 40.82 96 28.83
In terms of Circumstances, a wide range of Circumstantial elements are adopted in both languages in general
Table 4.18 Circumstantial elements in the ECAs and the VCAs
Let us look at the following chart,
Figure 4.13 The difference in Circumstances between the ECAs and the VCAs
The chart reveals notable similarities between English and Vietnamese coffee advertisements in their use of Circumstantial elements, particularly Manner, Location, and Accompaniment Circumstances Both languages emphasize product descriptions, with Manner Circumstances highlighting the coffee-making process, Location Circumstances identifying the source of the coffee, and Accompaniment Circumstances detailing the ingredients used in coffee products.
There are notable differences between the two languages in terms of Circumstances In ECAs, Manner and Location Circumstances are evenly distributed, whereas VCAs show a predominance of Manner Circumstances over Location Circumstances Additionally, Role Circumstances appear in VCAs at a rate of 1.77%, matching the proportion of Matter Circumstances, while ECAs lack any Role Circumstances Ultimately, Contingency Circumstances are the least represented in both languages.
VCAs ECAs amount of the figure in the ECAs with only 0.66%, and this Circumstantial elements do not occur in the VCAs.