INTRODUCTION
Research objectives and Research questions
This study has three primary objectives: first, it examines the use of linguistic features, including syntactic elements and conceptual metaphors, in 16 advertising slogans from the six leading laptop brands, while also classifying these metaphors according to the framework established by Lakoff and Johnson (1980) Second, it analyzes the structure of each slogan to identify the key syntactic features, drawing on the theoretical insights provided by Brinton (2000).
In order to illuminate the purposes above, the research would be designed to solve two following questions:
1.What are the syntactic features of computer slogans?
2 What kinds of conceptual metaphors are most frequently chosen in computer advertising slogans?
The researcher utilizes a combination of descriptive, qualitative, and quantitative methods to gain a comprehensive understanding of the topic The descriptive approach offers detailed insights into the slogans of selected laptop brands Meanwhile, the quantitative method employs statistical analysis to provide an overview of the cases, allowing the researcher to determine the frequency and proportions of metaphors, their sub-types, and various syntactic patterns within the samples Additionally, the qualitative method aims to uncover the fundamental characteristics of each representative focus, facilitating a deeper insight into each specific sample.
This study focuses on the slogans of six popular laptop brands in Vietnam: Acer, Lenovo, Apple, Dell, Asus, and HP (Hewlett-Packard) Due to time constraints and the limited scope of a B.A thesis, a total of 16 slogans were selected from sloganlist.com for analysis, as detailed in Appendix 1 While the number of slogans may not be comprehensive, they serve as representative samples for in-depth research.
This study analyzes English slogans of laptop brands through two linguistic aspects: syntactic features, which include clauses and sentences, and semantic features that focus on conceptual metaphors It references various theories from notable scholars to establish a theoretical foundation, particularly employing frameworks from Brinton (2000) to examine syntactic patterns in advertising slogans, and from Lakoff and Johnson (1980) to analyze and categorize conceptual metaphors.
This study aims to explore the theoretical and practical linguistic features present in advertising slogans of laptop brands It will identify key linguistic characteristics used in English laptop slogans, providing valuable insights for those interested in English for Specific Purposes (ESP) and advertisers in Vietnam seeking to effectively promote their products in the local market.
The research paper is conducted with 5 chapters:
Chapter 1: Introduction: This part provides the statement of the problem,rationale, aims and objectives, significance, scope, method, and the organization of the research.
Chapter 2: Literature review: presents the definition of the key terms and the theoretical framework of the study.
Chapter 3: Methodology: gives information about the research approach, research sample, data collection procedures, and data analysis methods of the research.
Chapter 4: Result and findings: In this section, the author would examine the frequency of syntactic patterns and discuss significant characteristics of language in slogans Afterwards, the analysis of metaphors used in advertising slogans of laptop brands from cognitive viewpoint is implemented and the trend of using types of metaphors is also presented.
Chapter 5: Conclusion and discussion: This part summarizes the main points discussed in this study It also mentions the limitations of the study and includes recommendations and suggestions for further studies.
This chapter establishes the theoretical framework for the study by defining key terms and exploring related topics, including a review of research on advertising, slogans, syntactic patterns, and conceptual metaphors.
In today's market, advertising plays a crucial role in product launches for companies It's no wonder that many global enterprises achieve fame and influence in their industries, investing billions in advertising to maintain their visibility and reputation among consumers.
Advertising is a paid, non-personal communication from a known sponsor aimed at influencing a specific audience through mass media It plays a crucial role in society as a powerful mass communication tool that conveys product information to consumers Advertising significantly impacts various aspects of our lives and shapes people's behaviors and beliefs.
Goddard (1997) suggests that advertising extends beyond the mere commercial promotion of branded products; it also includes texts aimed at improving the image of individuals, groups, or organizations.
Advertising serves multiple purposes, essential for marketers to effectively promote their campaigns According to Bui (2011), key functions of advertising include announcing new products or services, expanding market reach, and communicating modifications or price changes.
In a landscape marked by intense competition, copywriters face the challenge of crafting compelling advertisements that not only recruit staff but also attract investors Language is pivotal in developing engaging content that highlights the benefits consumers gain from products To overcome this challenge, copywriters must skillfully utilize slogans and incorporate linguistic devices to enhance the effectiveness of their messaging.
As stated in a study, slogan is “backbone of the whole campaign, helping the other party to memorize the product being advertised” (Pelclov, 2010, cited in Pham,
A slogan is a brief and memorable phrase used in advertising to convey a brand's message effectively Its primary purpose is to persuade the target audience, instilling a desire for the product and ensuring that the message resonates in consumers' minds when they think of the brand.
In "The Language of Advertising - Written Texts," Goddard (1997) defines a slogan as a memorable phrase associated with a product or service during an advertising campaign The primary aim of a slogan is to persuade the target audience, fostering a desire for the product while ensuring that the message remains top-of-mind for consumers when they consider the offering.
LITERATURE REVIEW
Definition of key terms
In today's market, advertising is essential for product launches, with many large companies investing billions to maintain their visibility and influence among consumers This significant financial commitment underscores the critical role of advertising in establishing and sustaining brand recognition and market leadership.
Advertising is a paid, non-personal communication from a recognized sponsor that utilizes mass media to influence a specific audience As a crucial component of society, advertising serves as a powerful mass communication tool that disseminates product information to consumers Its impact extends across various aspects of life, shaping behaviors and beliefs significantly.
Goddard (1997) suggests that advertising extends beyond the commercial promotion of branded products; it also includes texts aimed at improving the image of individuals, groups, or organizations.
Advertising serves multiple purposes for marketers, as highlighted by Bui (2011) Key functions include announcing new products or services, expanding market reach, and communicating modifications or price changes.
In a landscape of challenging competition, copywriters face the dual task of recruiting talent and attracting investors while crafting compelling advertisements Language is crucial in developing captivating content that highlights the benefits of products for consumers To overcome these challenges, copywriters must skillfully utilize effective slogans and incorporate various linguistic devices to enhance their messaging.
As stated in a study, slogan is “backbone of the whole campaign, helping the other party to memorize the product being advertised” (Pelclov, 2010, cited in Pham,
A slogan is a concise and memorable phrase used in advertising to convey a brand's message Its primary aim is to persuade the target audience and generate interest in the product, making the message stick in consumers' minds whenever they think of the brand.
In “The Language of Advertising - Written Texts,” Goddard (1997) defines a slogan as a memorable phrase linked to a product or service within a specific advertising campaign The primary aim of a slogan is to persuade the target audience, fostering a desire for the product and ensuring that the message is easily recalled by consumers when they think about the brand.
A successful slogan should be a clever and well-structured statement that captures consumer understanding while distinguishing itself from competitors Iconic slogans from renowned global brands serve as prime examples of this effective approach.
“It’s finger lickin’ good” - KFC
A successful slogan must be short, concise, and memorable, effectively conveying its message in just a few words (Nguyen, 2010) The fewer the words, the easier it is for consumers to remember and recall the slogan later Additionally, the slogan should provide precise information about the product while inspiring the intended emotions that manufacturers aim to evoke.
Miller (2000) emphasizes that syntax involves the relationships among linguistic forms, such as words, phrases, clauses, and sentences He explains that smaller units combine to form larger structures, illustrating that syntax governs how words form phrases, how phrases create clauses or larger phrases, and how clauses are assembled into complete sentences.
To deal with the topic of advertising, Sari (2000) (cited in Karsita and Apriana, 2012) emphasized that in advertisement copy, it acquired syntactic patterns as basic elements.
This study examines the key syntactic structures of English advertising slogans, focusing on five specific phrasal patterns and simple sentences The research highlights that effective slogans must convey their message succinctly, as shorter phrases are easier to remember and recall.
Miller (2002) defines a "phrase" as a sequence consisting of more than one word There are five main types of phrases: noun phrases, verb phrases, adjective phrases, adverb phrases, and prepositional phrases.
According to Brinton (2000), a noun phrase is centered around a compulsory noun that acts as the head, while elements like determiners, adjectives, or prepositional phrases are optional Quirk & Greenbaum (1973) further emphasize that noun phrases can consist of a noun or pronoun at the core, supplemented by optional pre-modification and post-modification to enhance the meaning of the head noun Additionally, in a sentence or clause, noun phrases can function as subjects, objects, complements, or adverbials.
Lenovo's slogan, "New World New Thinking.", effectively uses the adjective "new" as a pre-modifier, highlighting the innovative nature of both "world" and "thinking." This structure emphasizes a fresh perspective and approach, showcasing the brand's commitment to creativity and advancement.
A verb phrase is a phrase that centers around a verb, consisting of a mandatory lexical verb and optional auxiliary verbs (Miller & Jim, 2000) According to Carnie (2006, cited in Karsita and Apriana, 2012), verb phrases can also include modifiers such as adverbs, nouns, and prepositional phrases An example of a verb phrase is "Invented for life" (Good Housekeeping, 2011), where the verb serves as the head of the phrase.
Previous studies of metaphors in advertising
Language is essential in advertising and has been the subject of extensive research globally This section reviews multiple examples to understand previous studies and establish a foundation for the current research.
Nur Kolifah (2015) analyzed metaphorical expressions in computer brand slogans, providing a unique reference for research on laptop advertisements Her thesis explores implicit and explicit metaphors based on Furnish & Bath's (1996) theory, using a descriptive approach to uncover the meanings behind these expressions However, the study's framework led to a classification of metaphors that overlooked the linguistic features relevant to advertising.
Karsita and Apriana (2012) conducted a study on advertising slogans, examining various syntactic patterns, including noun, verb, adjective, adverb, and prepositional phrases Their findings indicated that verb phrases were the most effective in driving sales However, the study's narrow focus on a single aspect of language suggests that a more comprehensive analysis could yield additional insights.
In her 2012 study, Bui Thi Kim Ngan explored the linguistic features of advertising language in Vietnam, focusing on food and drink products Analyzing 112 slogans, she identified key phonological, lexical, syntactic, and semantic characteristics that define effective advertising language However, the study's broad scope limited the detailed examination of individual samples.
Le Thi Kim Nhung (2017) conducted a study on metaphors in food and drink advertising slogans in both English and Vietnamese through a cognitive lens, utilizing the framework established by Lakoff and Johnson to classify various types and sub-types of metaphors in 50 slogans The research revealed a notable trend in the use of ontological metaphors across both languages However, the study did not adequately address how the cognitive perspective was applied to analyze conceptual metaphors in advertising slogans.