INTRODUCTION
Rationale
In today's highly competitive consumer market, businesses must prioritize the promotion of their products and services to stand out among the constant influx of new offerings Effective advertising is essential, with companies often allocating 2% to 20% of their capital to marketing strategies that significantly enhance product visibility Well-executed advertisements capture customer interest and retention through compelling imagery and messaging, ultimately influencing purchasing decisions.
The rapid growth and diversification of commercial advertising have transformed how businesses reach customers, utilizing various media such as television, radio, websites, social networks, newspapers, magazines, and signage Regardless of the format, the effectiveness of advertisements hinges on the content of the message Crafting advertisement messages with positive, attractive, and engaging language is essential, highlighting the importance of researching advertising language to enhance its impact.
On January 11, 2007, Vietnam became a member of the World Trade Organization (WTO) after 11 years of negotiations, marking a significant milestone in the country's international economic integration This event signifies a new phase in which Vietnam's economy is integrating more deeply and comprehensively into the global economy.
In recent years, Vietnam has been proactive in negotiating and signing free trade agreements (FTAs), which not only provide opportunities for economic expansion but also pose challenges for businesses aiming to reach global markets To effectively promote their products and services to an international audience, advertising—particularly in English due to its widespread use—plays a crucial role in enhancing visibility and market reach.
With the desire to provide some useful strategic and technical knowledge through the use of layout, syntax, vocabulary in English commercial advertisement,
I wish to carry out my master thesis on the topic “A Discourse Analysis of English commercial advertisements”.
Aims and objectives of the study
Promotional English possesses distinct characteristics that are prominently reflected in its language This specialized language can be analyzed through three key aspects: vocabulary, structure, and discourse analysis.
This research analyzes English commercial advertisements across three key sectors: food, beauty, and household appliances It offers valuable insights for advertisers in the industry and serves as a resource for students and educators in the fields of tourism and marketing.
The objects of this thesis are English commercial advertisements for beauty products, food advertisement, and household appliances in some newspaper and from the Internet.
Research questions
My study has three main research questions:
+ What are the dominant discourse features of English commercial advertisements?
+ Why are those discourse features dominant?
+ To what extent are the discourses in advertisements different with regards to types of product?
Scope of the study
The scope of the thesis is mainly analytical English commercial advertisements The data analysis framework is based on the mastication and grammatical cohesion provided by Halliday and Hasan (1976)
The thesis analyzes English advertisements across various sectors, focusing primarily on beauty products, food, and household appliances The data is sourced from The Saigon Times Weekly newspaper and online platforms, providing a comprehensive overview of advertising trends in these fields.
Design of the study
The study consists of five main parts:
Part I Introduction: this section provides an introduction to the rationale, scope, objectives, aims, significance, and design of the study
Part II Literature review: this part will be divided into two sections
+ The first section: we will study some theories related to Discourse such as concepts, thematization, and cohesion
+ The second section: we will study in more detail advertisement such as its concepts, classification, objectives
Part III Research methodology: in this part, I will explain how to choose analytical samples, analytical methods Analytical steps for this thesis
Part IV Finding and discussion: this is the main section of the study It will answer the question of the objectives that we have given to achieve the purpose of the research
Part V Conclusion: this section summarizes the main findings of the study, draws important conclusions, and makes recommendations for further research if available.
LITERATURE REVIEW
Discourse and discourse analysis
Discourse analysis is a multidisciplinary field that encompasses sociology, education, social work, cognitive psychology, anthropology, and linguistics Numerous scholars have made significant contributions to this area, including notable figures like Jan Blommaert, Teun van Dijk, Sinfree Makoni, Jonathan Potter, Deborah Schiffrin, and Deborah Tannen Among these academics, some, such as Teun van Dijk, Halliday and Hasan, Brown and Yule, David Nunan, Joan Cutting, and Zelling Harris, are particularly well-known for their influential works in discourse analysis.
Discourse analysis focuses on the study of discourse, yet a universally accepted definition remains elusive As the field evolves, various researchers adopt distinct definitions based on their objectives, methodologies, and perspectives, highlighting the diverse interpretations of this complex concept.
The term “Discourse” appeared for the first time by Harris in his research
Discourse analysis examines language as a connected whole rather than isolated words or sentences, as highlighted by Harris (1952) Crystal (1992) describes discourse as a continuous stretch of language that forms coherent units, such as sermons or narratives Furthermore, Guy Cook (2001) emphasizes that discourse involves the interaction of text and context, creating a meaningful experience for participants who are both engaged in and observing the discourse.
Teun Adrianus Van Dijk (2006) defines discourse as a communication event occurring between a speaker and a listener, influenced by the context of time, space, and other factors This interaction can be verbal or written, encompassing both verbal and nonverbal elements Additionally, Norman Fairclough describes discourse as the language employed to depict social practices from a unique perspective, as noted in his book "Analyzing Discourse" (2003).
In 2003, the author articulated that discourses serve as representations of various facets of the world, encompassing the processes, relationships, and structures of the material realm, as well as the 'mental world' characterized by thoughts, emotions, and beliefs.
David Nunan (1993) defines discourse as the interpretation of communicative events within context, describing it as a linguistic string of related sentences Similarly, Matthews (2005) views discourse as any coherent sequence of spoken or written sentences The connections between sentences in a text are as crucial as the relationships within individual propositions, emphasizing that while grammatical correctness is essential, it alone does not ensure meaningful text Thus, analyzing discourse requires a focus on context to fully understand its significance.
Researchers have long sought to differentiate between discourse and text, two closely related concepts in linguistics While some scholars view them as interchangeable, others argue they represent distinct entities with unique structures and processes Additionally, discourse is often considered a scientific term, whereas text is associated with everyday language Understanding these distinctions enhances our comprehension of discourse, as highlighted by Brown and Yule in their work.
Discourse Analysis defines "text" as a technical term for the verbal record of a communicative act (1983:6) Halliday and Hasan further elaborate that in linguistics, "text" refers to any unified passage, whether spoken or written, regardless of its length (1976:1).
The first person to mention discourse analysis is the linguist Zellig Harris In
1952, he studied the coherence of sentences and named his work “discourse analysis”
He has pointed out that discourse is the next level in the hierarchy of sentences, propositions, and sentences
Discourse analysis, as defined by Brown and Yule (1983), examines language use in relation to the social and psychological factors that shape communication Yule (1996: 83) emphasizes that discourse analysis encompasses a broad spectrum of activities, ranging from the detailed exploration of casual conversational markers like "oh" and "well" to the investigation of prevailing ideologies within cultural contexts, particularly in education and politics.
According to Guy Cook “discourse analysis examines how stretches of language, considered in their full textual, social, and psychological context, become meaningful and unified for their users” (1989: 3)
Discourse analysis, as defined by M Knapp and J Daly, is the systematic examination of naturally occurring communication, focusing on meaning rather than mere physical acts or characteristics (2001: 102).
Discourse analysis is the analysis of language in use (Brown, Yule 1983: 1)
Unlike CA, discourse analysis does not see conversational interaction as the main focus of analysis (Muller et al 2008: 19)
Discourse analysis, as defined by Stubbs (1983:1), focuses on examining the structure of language beyond individual sentences or clauses, aiming to analyze larger linguistic units such as conversational interactions and written texts.
Guy Cook argues that while it can be beneficial to narrow the scope of study for manageability, understanding what provides unity to discourse may require a broader perspective that includes the larger context of the world.
According to David Nunan “context refers to the situation giving rise to the discourse and within which the discourse is embedded” (1983:7)
Kent Bach, a pragmatist, defines context as the broad conversational setting that encompasses mutual cognitive context and salient common ground This includes the current state of the conversation, the physical setting when conversants are face-to-face, shared knowledge, and relevant broader common knowledge While context does not determine a speaker's meaning, it enables the hearer to ascertain it, constraining both the speaker's intentions and the hearer's interpretations Ultimately, the actual meaning conveyed by the speaker is rooted in their communicative intention, regardless of its reasonableness.
Both linguistic and non-verbal contexts play a crucial role in analyzing English commercials Van Dijk emphasizes the importance of a cognitive element, defining context as encompassing the cognitive, social, political, cultural, and historical environments of discourse (2005: 237).
The theme is the primary subject introduced at the beginning of a sentence, serving as the foundation for the message conveyed by the speaker or writer As defined by the Cambridge Dictionary, it refers to "the main subject of a talk, book, film, etc." Halliday emphasizes that the theme acts as "the starting point of the message" (1985:38), guiding the reader's understanding of the content.
Text and characterization of the text in discourse analysis
Discourse analysis primarily focuses on text, which serves as the medium of language This analysis goes beyond mere linguistic elements, incorporating various factors such as history, psychology, politics, context, and societal influences Due to the complexity of meaning, it is essential to examine both text units and hypertext in order to fully understand the nuances of discourse.
According to Crystal (1992: 25), the text is a discourse product that spontaneously occurs in the form of speaking, writing, or gesturing, identified for analytical purposes
Halliday and Hassan emphasize that the core concept of text theory is the Textual concept, which encompasses both internal and external aspects of textual quality The internal aspect includes two key elements: cohesion and the internal structure of sentences, which together contribute to the overall coherence of the text.
The intrinsic aspect of text lies in its discourse structure, which serves as the macroscopic framework that resembles a private conversation This structure is integral to the context of the text and comprises three essential components.
+ Field: this is a general event which includes a text covering the subject or topic In field, sociality is shown
+ Mode: this is the text function in the event acts as the language in the situation
+ Tenor: reflects the type of role-play interaction that brings together adaptive social relationships, whether transient or permanent, between interested participants.
Grammatical factors in discourse analysis
2.3.1 The role of grammar in discourse analysis
In discourse, two primary objectives must be met: delivering information and analyzing the language used to enhance the text's significance It is essential to recognize that a text functions as a semantic unit rather than merely a grammatical one.
In English grammar, propositions convey three main meanings through various processes: interpersonal meaning is expressed through tense via the system of moods and modes, while text meaning is conveyed through the theme system.
2.3.2 The empirical meaning across systems of process types
Empirical meaning is conveyed through various processes, serving as a fundamental representation within the linguistic system These processes encompass structures such as sequence, participation, and relevant cases There are six primary types of these processes: physical, behavioral, mental, verbal, relational, and existential.
We can better understand the processes through the table below:
1 physical This is the process of taking actions or participating in certain work
“reading” is the process of taking an action
2 behavioral This is the physiological process and behavioral psychology Grammar will be the intermediate part between matter and spirit
“She dreams of becoming a singer”
Her goal, her dreams expressed in this sentence, show her psychophysiology at the time of speaking
3 mental This is the process of feeling like thinking, loving This process consists of four main groups: perception, senses, emotions, desires In this process there are two subjects, the participant (who feels, wants) and the phenomenon
4 verbal This is the process of talking like chatting, announcing
5 relational This is the process of being, having and being in It includes intensive, circumstantial and possessive
It’s her bike She has a bike
6 existential This is the process of representing something that exists or happens
“There is a tall guy in the store”
Table 2 2: The processes of empirical meaning
2.3.3 Personal factors in the mood structure
Halliday (1994) identifies two fundamental roles in speech: giving and demanding In defining a term, it is essential to consider both the function of announcements and the personal factors that facilitate interactive events between writers and audiences When individuals engage in information exchange, Halliday highlights the roles of the "asker" and the "informant" as key components of this interaction.
2.3.4 Meaningful text through thematic structures
A text is composed of two essential components: the theme and the rheme The theme represents the central idea or topic that is elaborated upon in the main body, indicating the subject matter of the content For a deeper understanding of the theme, please refer to section 1.5.
Advertisement
Advertisement word is of Latin origin In Latin, the word for advertisement is
The term "advertisement" originates from the Latin word "advertere," where "ad" means towards and "vertere" means return This indicates that advertisement serves as a means to introduce people to new products, services, or ideas, enabling them to become aware of and utilize these offerings Various definitions of advertisement exist, highlighting its role in communication and promotion.
According to the Oxford Dictionary (Oxford University Press, 1995)
“Advertisement is the description of a product or service to persuade people to buy or use”
The American Marketing Association (AMA) defines that “advertisement is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor”
According to Law No 16/2012/QH13 enacted by the National Assembly on June 21, 2012, advertisement is defined as the use of various methods to promote profitable and non-profitable products, goods, and services, as well as the organizations and individuals involved in trading and providing these offerings, excluding news, social policies, and personal information.
Guy Cook (1989:35) stated that “Advertisement means clearly identifiable, paid for communications in the media, which aims to persuade, inform or sell
But the world is also used to cover a much broader range of activities from design to public relations by what are often the same organizations, using similar skills.”
Advertisement serves as a key form of competition by differentiating products in the market It not only informs customers about essential details but also persuades them that the advertised brands are superior to their competitors.
With the development of the 4.0 era, modern technology has made the types of advertisement increasingly diverse and plentiful
Based on many criteria that we can classify the following types of advertisements:
Advertisement classification criteria the target audience
Table 2 3: Criteria to classify advertisement
Effective advertisements must target specific groups, as the audience plays a crucial role in their success Advertisements generally focus on two main types of audiences: individual consumers and enterprise agencies.
Advertisements can be localized to specific areas, such as cities or provinces, and are commonly seen in supermarkets, department stores, and local television stations Some brands, like Zaicro, Mr Pizza, Blackyak in Korea, Hao Hao Noodle, and Sunhouse in Vietnam, focus on national markets, while others, such as Pepsi, Dior, and H&M, operate on a global scale.
There are three main types of media advertising: newspapers, magazines, and television, along with radio, outdoor advertising, leaflets, and banners Among these, television stands out as the most effective communication tool globally, as it has the capability to reach the largest audience.
The advertising strategy varies by business, as each has distinct goals and purposes at different times, whether it's to build brand image, attract customers, or secure sponsorships.
Currently, it is possible to score many popular types of advertisement that we can see in the table below:
Traditional advertising remains a powerful tool in marketing, encompassing various methods such as business cards, program sponsorships, conference presentations, outdoor ads, direct mail, fairs, exhibitions, telephone calls, newspapers, television, and radio.
Digital advertisement, often referred to as Internet advertisement, utilizes electronic devices like computers, smartphones, tablets, and gaming consoles to engage users This advertising method leverages various technologies and platforms, including websites, email, applications, and social networks Common formats of digital advertisement include messages, LCD displays, banners, and brochures.
Online marketing leverages social media channels to build brands and promote products or services effectively This popular advertising method utilizes platforms like Facebook, Instagram, and Twitter, allowing businesses to target potential customers based on demographics such as age, occupation, and location Additionally, it enables businesses to monitor engagement and track the performance of their advertised products.
Table 2 4: Types and characteristics of advertisement
The rise of social networks and online applications has made them a favored advertising tool for entrepreneurs As reported by Marketing Chart, online advertising spending experienced significant growth by the end of 2016.
Looking at the chart below, we can see that online advertisement has closely followed the traditional advertisement button in the revenue segment and is expected to grow most by 2020:
In the year 2020, the Marketing charts have given the specific statistics shown in the figure below:
In 2020, online marketing exceeded the projected market growth anticipated for 2016, highlighting the significant advancement of social networks and the effectiveness of social media advertising.
Figure 2 1: US advertisement media market sizes 2016 v 2020 from website https://www.marketingcharts.com/featured-68214
Figure 2 2: US advertisement media market sizes ($B), 2020 v 2024 from website https://www.marketingcharts.com/advertisement-trends-114887
Outdoor advertising, commonly referred to as out-of-home advertising, is ubiquitous and allows brands to be recognized daily by consumers This constant exposure fosters brand familiarity, ensuring that users cannot easily forget your product.
Outdoor advertising offers businesses an effective strategy to connect with a broad audience that may not be targeted through traditional zoning This advertising method captures viewer attention within seconds, making it an engaging option Increasingly, advertisers are leveraging outdoor ads to bridge the gap between the physical and digital realms, enhancing their overall marketing efforts.
Businesses are using technology to engage passersby and instantly connect them, allowing for conversation between consumers and brands
Here are an example image of outdoor advertisement:
Native advertising is a strategic approach to reach customers through electronic newspapers, seamlessly integrating ads within the flow of regular articles This method allows advertisements to blend naturally with various topics, delivering valuable information without disrupting the reader's experience, thus minimizing annoyance and enhancing engagement.
Linguistic features in English commercial advertisements
In various media, including magazines, newspapers, and brand websites, in-text advertisements frequently employ spoken language characteristics to enhance their effectiveness This analysis focuses on the linguistic features present in these advertisements, examining aspects such as vocabulary, syntax, and rhetorical strategies.
+ Homophones: advertisers often prefer to use homonyms in their advertisements to increase humor as well as impress, easy to remember for readers
We have an example: “The baby even Little helps for your little ones”
The advertiser effectively replaces "little one" with "kid" or "baby" by emphasizing the word "little" twice in the slogan This clever repetition not only enhances the appeal and cuteness of the message but also makes it more memorable and distinctive for the audience.
Another example from a cosmetic advertisement that also uses homophones to impress viewers is as follows:
Figure 2 5: An advertisement example from the website https://www.tesco.com/
The use of the word “Maybe” which is synonymous with the brand
“Maybelline” up to 2 times makes customers more impressed with the brand, and at the same time makes customers remember more about the brand
Monosyllabic verbs are frequently utilized in advertisements due to their clarity and conciseness, making the message easy to understand Advertisers prefer these straightforward words over more complex, polysyllabic verbs to enhance communication effectiveness.
“Buy one, get one free”;
Using simple action words such as "buy," "get," and "save" enhances viewer comprehension and retention These straightforward verbs create an inviting atmosphere that captures the reader's interest Additionally, terms like "get" and "save" inherently suggest discounts or free offers, further enticing the audience.
Adjectives play a crucial role in advertisements, falling into two categories: descriptive adjectives that detail the product and subjective adjectives that reflect the advertiser's opinion These words are powerful tools in marketing, effectively persuading consumers by suggesting that the advertised product is unparalleled in quality and value.
Exaggerating product value can enhance advertisements, making them more lively and eye-catching while stimulating viewers' desire to make a purchase For instance, using comparison adjectives effectively can resonate with different audience groups, showcasing the product's superiority and appealing to consumer emotions.
“Together tastes better” of Coca – Cola;
“The world’s lightest aced exam” of LG laptop
Advertisers strategically employ persuasive adjectives to enhance product appeal and foster positive consumer perceptions Words like "newest," "best," "free," and "remarkable" are commonly featured in ads, effectively conveying product benefits For instance, food advertisements might highlight "better" quality, while tech ads may boast "the world’s lightest" laptops Such descriptive language not only outlines product features but also cultivates a favorable brand image, making it challenging for consumers to resist promotional offers.
Advertisers often employ interrogatives in advertisements to subtly convey the high quality and utility of their products By posing thought-provoking questions, they demonstrate confidence in the product's effectiveness, which stimulates consumers' imaginations and presents various appealing options This strategy ultimately enhances the desire to purchase, as customers envision the benefits of the product.
We can see an example in this advertisement, they have the interrogatives
"Are you dreaming of a White Christmas?" This enticing question resonates with those who cherish sweet and romantic sentiments, inspiring them to explore products that evoke the magic of a snowy holiday Many brands leverage similar interrogative slogans in their advertising to capture attention and spark curiosity.
Figure 2 6: An example of from the website https://www.saga.vn
In advertising, the strategic use of personal pronouns, particularly "you" and "we," fosters a warmer and friendlier tone that enhances the connection between advertisers and readers This approach not only makes the advertisement more appealing but also creates an intimate atmosphere, akin to a conversation with a friend By employing "we," advertisers project a sense of friendliness and commitment to good service, leaving a positive impression Ultimately, the use of these pronouns aims to persuade readers that the products and services offered are tailored to their specific needs and interests, effectively encouraging them to make a purchase.
The advertisement in figure 2.1 effectively uses inclusive language, stating, “Let us take the hassle out of planning your year-end & New Year party!” By opting for the words “us” and “your” instead of more formal terms like “me” and “sir,” it fosters a sense of intimacy, friendliness, and warmth This approach helps to eliminate distance, making the listener feel more comfortable and engaged, in contrast to the awkwardness that can arise from using more distant language.
Effective advertisements stem from exceptional products, but their persuasive power lies in the artful selection of language Advertisers meticulously choose their words to enhance appeal and foster competition in the marketplace.
Figure 2 7: An example of from the website https://www.verizon.com
Repetition is a key rhetorical strategy in advertisements, effectively emphasizing important words and main ideas to leave a lasting impression on the audience Analysis of the data revealed that the most prevalent forms of repetition included keyword repetitions and the use of synonyms.
The advertisement for Eastin Grand Hotel Saigon prominently features the keyword "complimentary," appearing five times, along with "stage backdrop" and "LED screen," each mentioned twice Additionally, the ad effectively utilizes synonyms to enhance its messaging.
Highlighting the terms "complimentary" and "free" effectively draws attention to the exceptional benefits and offers available at the hotel, ensuring that customers fully appreciate and do not overlook these enticing features.
RESEARCH METHODOLOGY
Research methods
Discourse analysis is the examination of how language is structured within texts and contexts, focusing on elements such as sentence structure and genres This field seeks to explore the intricate features of language and is deeply rooted in linguistics, which studies language itself As noted by Gee in his introduction to discourse analysis, methods and theories are inherently linked; a research method cannot be effectively applied without a clear understanding of the underlying theory that defines the domain being studied.
Theories and methods in discourse analysis are deeply rooted in their historical contexts Traditionally, this field focused on linguistic features and user data as language constructions Brown and Yule (1983) highlight how linguistic approaches can inform discourse analysis A significant area of study is sociolinguistics, which examines individual variation Michael Halliday (1985) has been a key figure in this field, suggesting that language serves a dual purpose: it conveys 'ideational' meaning related to ideas and information, as well as 'interpersonal' meaning that enhances social interactions with others.
Discourse analysis can be either quantitatively or qualitatively It can focus on either linguistic structure or contextual function Some studies used a combination of quantitative and qualitative methods
In discourse analysis, two fundamental concepts are structure and function Structure refers to the various units of language, including sounds, syllables, words, phrases, clauses, and sentences In contrast, function pertains to the specific purposes for which language is employed, such as conveying information, expressing emotions, or facilitating social interactions.
This study employs a quantitative approach to the grammaticalization of discourse markers, as outlined by Auer (1996) Auer identifies two grammaticalization paths, or 'clines,' illustrating how elements evolve into discourse markers The first path involves elements that begin as syntactically independent structures, such as vocatives and other constituents used as summons in conversation Over time, these dialogical structures become condensed into a grammatical form, losing their openness to interactional negotiation and becoming weakly, and potentially later strongly, adjoined grammatically.
I employed a systematic quantitative approach, utilizing a carefully selected corpus of commercial advertisements to ensure representativeness This corpus was analyzed through descriptive statistical techniques to identify and describe the predominant linguistic features present in these advertisements.
Specifically, I use some of the following types of methods:
- The method of describing language (words, grammatical structure, discursive structure), applying discourse analysis theory
- Method of comparison (to highlight the similarities and differences between discourses in different advertisement domains)
This thesis employs a combination of data collection, document analysis, statistical methods, and inductive reasoning to explore the discursive features of English commercial advertisements It specifically utilizes Norman Fairclough's critical discourse analysis framework, informed by M.A.K Halliday's systemic functional grammar theory, to critically examine the underlying system functions within these advertisements.
Data analysis is informed by Halliday’s (1985) systemic functional perspective on language
In addition to quantitative approaches, I employ qualitative research methods, which, as defined by John W Creswell (2009), serve to uncover and comprehend the meanings held by individuals or groups from diverse social backgrounds.
Qualitative research employs diverse data collection methods that lack the rigid structure found in quantitative research Key techniques include focus groups, personal interviews, and observations, which typically involve smaller, carefully selected samples.
Qualitative research seeks to understand subjects in their natural environments, ensuring that the behaviors and opinions expressed are both objective and accurate This approach effectively addresses key research questions by capturing the nuanced perspectives of participants.
The method of personal interviews involves the interviewer posing open-ended questions, allowing respondents to express their thoughts and opinions freely This approach facilitates the collection of diverse and unexpected information, shedding light on various phenomena and behaviors.
This thesis employs a qualitative method to examine, analyze, and interpret observations, aiming to uncover the fundamental meanings and relationship models while classifying various types of advertisements in practice.
Data source
This thesis analyzes 45 commercial advertisements, focusing on 10 from The Saigon Times Weekly, the only English-language newspaper in Vietnam dedicated to economics, business, and tourism Its wide distribution among restaurants, hotels, and companies frequented by international tourists ensures a diverse range of advertisement content This variety facilitates a comprehensive analysis of the information presented in these advertisements.
In addition, I use 13 advertisements from British retail supermarkets and cosmetics stores, 22 advertisements on the internet including major United State and United Kingdom websites
In conclusion I used 13 advertisements in the field of foods, 10 advertisements in the field of beauty cosmetics, and 22 advertisements in the field of household appliances as research samples
When selecting an advertisement for research purposes, it is essential to focus on the defining traits of commercial ads The chosen advertisements should feature renowned and popular brands, ensuring they are recognizable to the audience Additionally, these ads should be of medium length, striking a balance between being concise and informative, while incorporating a suitable mix of images and text to engage viewers effectively.
According to Section 4.4, advertisements function similarly to texts, embodying the super functions of discourse as outlined by Halliday This study will analyze the linguistic features of 45 advertisement samples in relation to these discourse super functions.
All are aggregated based on brand popularity, user preference listed on https://yougov.com These are all advertisements of major brands, known and widely used around the world.
Data analysis techniques
In my data analysis, I employ theoretical steps outlined by Halliday and Hasan, presented clearly and sequentially for easy comprehension.
1 Read and analyze general advertising data (including online and paper advertisements)
2 Data classification showing discourse functions according to Halliday and Hasan methods include:
+ Lexical features: in this respect, I delve into lexical features appearing in advertising materials such as verbs, adjectives, borrowed words, and Personal pronouns
+ Syntactic features: In this section, I delve into items like imperative sentences, ellipsis, passive and active voice,
+ Cohesive: I study grammatical cohesion, lexical cohesion
According to Halliday and Hasan (1994), discourse is defined by its communicative function, where text serves as the primary unit of language for communication Halliday emphasizes the connection between meaning and function, using the clause as the fundamental unit to illustrate linguistic functions He argues that the functional organization of language shapes both its form and grammatical rules Furthermore, Halliday posits that language functions as a communication tool, fulfilling three essential super-functions that support its primary role in communication.
Three main super-functions of language are:
The empirical function addresses the fundamental questions of Who, What, and Where, reflecting the speaker's human experience of both their external environment and internal world It serves to represent the content of communication, and M.A.K Halliday categorizes this conceptual function into logical and empirical super-functions.
+ Logical super-function is the structural resource for building sub- clauses into sentences
Empirical super-functions serve as essential structural resources for analyzing the flow of experience within clause units in a sentence A clause represents events from our real-world experiences, encompassing actions, psychological processes, and relationships Each event is composed of a process, participants, and scenery, highlighting the interconnectedness of these elements in conveying meaning.
The interpersonal function of language plays a crucial role in shaping interactions by allowing individuals to alternate roles through various communicative acts, such as statements, questions, suggestions, and commands, each accompanied by specific emotional tones.
This function analyzes the speaker's or writer's neutral attitude, reflected through their use of positive or negative language Factors such as distance, class, and social rank influence the level of intimacy in communication The clause is viewed as an interaction between the giver and the receiver, encompassing the exchange of information, offers, and actions.
The textual function of language pertains to its relationship with the surrounding context, including both preceding and subsequent text, as well as the external situation This function is essential for constructing coherent messages To effectively analyze this function, it is crucial to identify the thematic context and the rheme of each sentence.
The clause consists of a theme and a rheme, where the theme represents the known information in a sentence, serving as the foundation for communication In contrast, the rheme provides new information, highlighting the focal point of the sentence Distinguishing between the theme and rheme relies on various criteria, with the means being the most significant The selection of a topic is influenced by preceding or succeeding content, contributing to the overall coherence of the text.
FINDING AND DISCUSSION
Lexical features
Building consumer trust is crucial in commercial advertising, as it influences their choice to use advertised products or services Employing empirical language can significantly enhance sales and attract customer interest In each industry, businesses should utilize specific terminology that emphasizes product value and clearly communicates the relationship between the consumer and the offering.
We will make a usage rate summary of the lexical features used in the 45 English commercial advertisements shown in the following table
Table 4 1: The rate of lexical features used in the English commercial advertisements
The analysis reveals that verbs and adjectives dominate the lexical features in advertisements, significantly outpacing the use of personal pronouns Notably, borrowed words were absent from the 45 advertisements examined, indicating that advertisers prefer to avoid uncommon vocabulary in their messaging.
The verbs used in advertising are both monosyllabic and simple They are easy to understand, short, make readers remember and easy to leave an impression
However, according to the analysis of 45 sample advertisements, it is shown that, in each different advertising field, specific verbs field are used as follows:
1 Beauty Repair, get, makeup, blend, see, clear, dream, feel, etc
2 Food Taste, eat, blow, grab, buy, forget, cook, try, enjoy, etc
3 Household appliances Design, create, make, introduce, open, start, etc
Table 4 2: Verbs used in advertisements
Effectively advertising a product requires a clear expression of its benefits, tailored to resonate with the target audience Different industries must choose specific language that highlights these advantages in unique ways For beauty products, using emotionally engaging verbs is essential to connect with women and evoke a strong response.
Product benefit verbs play a crucial role in advertising by effectively conveying the advantages of a product to potential customers With a usage rate of 73.33%, these verbs significantly influence the psychological impact on consumers By selecting the appropriate verbs tailored to the specific advertising industry, advertisers can enhance the clarity of a product's features and benefits, ultimately driving customer engagement and interest.
Advertising language, as noted by Leech (1966), is rich in adjectives, which constitute 64.44% of the language used, making them the second most prevalent part of speech after verbs This significant presence of adjectives highlights their crucial role in shaping effective advertising communication.
However, the use of adjectives differs in the three fields of advertising given, as shown in the table below
No Advertisement fields Occurrence Rate
Table 4 3: Adjectives used in advertisements
In the beauty industry, adjectives play a crucial role in product advertising, comprising a significant 210% of promotional language These descriptive words effectively convey the emotions and experiences of consumers, enhancing their perception of a product or service Consequently, the strategic use of adjectives not only creates positive imagery but also encourages purchasing decisions among potential buyers.
In addition, using adjectives in advertising makes buyers feel right with what they are looking for, for example, buying a lotion needs to be “whitening” or
When purchasing personal care products like shampoo and mascara, consumers often seek specific benefits such as "clean dandruff" or "soft hair" for shampoo, and "long eyelashes" or "black lashes" for mascara Advertisements frequently employ both positive and negative adjectives to appeal to customers, although the frequency of their usage varies significantly The accompanying chart illustrates this disparity in adjective usage, highlighting the predominance of positive descriptors in marketing strategies.
Advertisers frequently prefer positive adjectives over negative ones when promoting products across various industries, as this approach creates a more enjoyable experience for consumers By highlighting product benefits, features, and uses with uplifting language, advertisers effectively engage customers and foster a positive perception, ultimately enhancing their marketing efforts.
“See brighter, smoother skin in just one week”
Or “World’s largest furniture manufacturer now at Banjara Hills”
Comparative and superlative adjectives play a significant role in advertising, as evidenced by their frequent usage In a study of 45 advertisement samples, these types of adjectives appeared 6 times, representing 20.69% of the total 29 adjectives used This highlights the effectiveness of comparative and superlative forms in capturing consumer attention and enhancing marketing messages.
Advertisers often use personal pronouns like "you" and "we" to create a warm, informal connection with customers, making the language feel more relatable According to Cook (1992: 155), this strategic use of pronouns fosters a sense of friendly conversation, allowing readers to perceive the advertisement as a recommendation from a trusted friend This approach enhances the likelihood of acceptance for the advertised product.
Figure 4 1: The frequency of using positive and negative adjectives personal pronouns appear 46.67% in the table 4.1 is a large number, showing that advertisers recognize their importance in promoting products
Advertisers often employ personal pronouns to create a sense of connection with readers, suggesting that their products and services are tailored to meet individual needs and interests This strategy effectively persuades consumers to make a purchase, as illustrated by the following advertisement.
“The best coffee for the best you”
Meaningful advertising connects with consumers by emphasizing their value, as seen in the phrase "because you are the best friend, you deserve our best coffee." The combination of the personal pronoun "you" and the adjective "best" fosters a sense of appreciation and worth, making the reader feel cherished This approach reflects the producer's commitment to providing top-quality products, reinforcing the idea that customers deserve the very best.
In all advertising fields, personal pronouns can be used We can look at the breakdown below to see the use of personal pronouns for each advertising industry as follows:
No Advertisement fields Occurrence Rate
Table 4 4: Personal pronouns in advertisements
In the food sector, the use of personal pronouns is notably higher at 53.85% compared to other industries This trend highlights the importance of fostering intimacy and trust with customers, which is essential for brands in this field By establishing a closer connection, food brands can effectively attract customers and encourage them to experience and engage with their products.
Syntactic features
Imperative sentences, as noted by Quick et al., typically lack a subject and often consist of single verbs These sentences can be categorized into two types: affirmative imperatives, which issue commands or requests, and negative imperatives, which instruct against certain actions For a clearer comprehension of imperative sentences, refer to the accompanying diagram.
Verb (single) Do not + Verb (single)
From the above analysis, we find out the commands in 45 advertisements have listed the rate of the imperative sentences in the following fields
No Advertisement fields Occurrence Rate
Table 4 5: The imperative sentences in advertisements
The food industry prominently utilizes imperative sentences, accounting for 46.15% of usage, as advertisers employ this strategy to effectively persuade consumers to purchase or engage with products while also offering clear instructions.
In a study of 45 advertisements within the beauty sector, it was found that only one advertisement employed a negative imperative, representing just 2.22% of the total The overwhelming majority utilized affirmative imperatives, highlighting a clear preference for positive messaging in beauty advertising.
In advertising, ad writers frequently utilize ellipses to create concise yet impactful messages This technique involves omitting certain elements of a sentence or context to enhance clarity and engagement For instance, the phrase “See brighter, smoother skin in just one week” effectively conveys a promise while maintaining brevity.
The writer effectively omits the subject in the sentence, placing the product name prominently, which allows readers to easily grasp that the advertisement focuses on a skin-brightening solution promising results within a week.
To enhance reader retention of a product's benefits and actions, advertisers often employ sentences with elliptical subjects For instance, phrases like “Actively soothes Actively boosts radiance Actively protects with SPF 15” effectively convey the product's features in a memorable way.
There are 14/45 advertisements using ellipses (accounting for 31.11%) However, there are differences in the use of spaces in specific advertising areas as follows:
No Advertisement fields Occurrence Rate
According to the data, the beauty industry prominently utilizes ellipses, accounting for 40% of their content This stylistic choice effectively highlights the beneficial effects of products, enabling readers to quickly identify and engage with the information that matters most to them.
Passive voice emphasizes the object impacted by the action rather than the action itself In English, particularly in advertisements, the passive voice is often employed to highlight the action in the sentence Understanding the structure of both passive and active voice is essential for effective communication.
Passive voice 1 Subject (goal) + finite form of to be + Past Participle + by +
2 Subject (goal) + finite form of to be + Past Participle [S + tobe + V2]
Statistics indicate that 20% of advertisements utilize passive sentences, as exemplified by the phrase “The new Sony Bravia OLED.TV reinvented.” This concise statement effectively emphasizes the product’s outstanding features and its status as a newly launched line, showcasing a clever advertising strategy that highlights the brand's innovation.
However, when analyzing between advertisement fields, the rate of using passive sentences is very different Look at the table below for our analysis:
No Advertisement fields Occurrence Rate
Table 4 7: The Passive voice in advertisements
The statistics indicate that the household appliances sector relies more on passive statements in its advertisements compared to other fields This suggests that in household appliance marketing, the focus is less on the actor and more on the goals and processes involved Advertisers aim to highlight the benefits of their products and the quality of their manufacturing, showcasing the value that these appliances bring to consumers.
The analysis reveals that active sentences dominate advertising, comprising 80% of the content In these sentences, the subject performs the action, with the verb clearly indicating the act Advertisers primarily utilize active statements to highlight the benefits of their products and ingredients This preference for active voice to convey actions and product advantages is prevalent, while passive sentences are used much less frequently, accounting for only 20% of the content.
Cohesive
Grammatical links in advertisements are essential The association as stated in section 1.6 according to Halliday and Hasan (1976: 4) includes: references,
However, whether any advertisement uses all of these links or not Take a look at the statistics below to see what affiliate methods are commonly used in advertising templates:
Table 4 8: The affiliate methods are used in advertising templates
Halliday and Hassan define reference as the specific information indicated for retrieval, highlighting that certain words derive their meaning solely through references to other words or contextual elements that are mutually understood by both the sender and the receiver.
In advertising, creative references play a crucial role in engaging readers and enhancing content appeal Approximately 37.78% of advertisements utilize this approach effectively For instance, a campaign featuring the phrase, “For visibly smooth and touchably soft skin,” alongside an image of a beautiful girl using Nivea body lotion, conveys the brand's message about its skin care products, emphasizing softness and smoothness.
Look at the following statistics across advertisement domains to see reference usage in advertisements:
No Advertisement fields Occurrence Rate
Table 4 9: The reference in advertisements
The data indicates that all brands effectively utilize references in their advertisements to pique customer curiosity, encouraging repeated engagement with the message However, it is important to recognize that these references can be culturally specific and may not resonate with language learners To fully grasp these references, a strong cultural understanding and relevance are essential Consequently, advertisers must tailor their use of references to align with the social and cultural context of each country.
Conjunctions play a vital role in English grammar by connecting phrases, sentences, and paragraphs As highlighted by Halliday and Hasan, conjunctions establish a systematic link between preceding and subsequent ideas There are four main types of conjunctions: additive, adversative, and cause-and-effect, each serving to enhance coherence in writing.
The statistics indicate that conjunctions are infrequently used in commercial advertisements, comprising only 17.78% of the content This suggests that conjunctions play a limited role in establishing connections between information in English advertisements.
When analyzing each advertising industry clearly, we see a difference between the rates of using the conjunction as shown in the table below:
No Advertisement fields Occurrence Rate
Table 4 10: The conjunction in advertisements
In the food advertising sector, the use of conjunctions is notably limited, while the household appliances category prominently features conjunctions, accounting for 22.73% of their advertisements This preference for conjunctions in household appliance ads stems from the necessity to clearly convey product features, as these products often require detailed and complex explanations.
“The new RIMOWA Essential colours include Coral, inspired by Pink Lake in Western Australia; and Sage, reflects the green shades of the Lake District in northeast England.”
When incorporating extensive information in an advertisement, it is essential for the writer to include links within the article to effectively connect the relevant details The use of conjunctions, such as "and," plays a crucial role in enhancing the flow of information.
In advertising, word repetition serves as the most prevalent form of lexical cohesion Halliday and Hasan categorize reiteration into several types, including repetition, synonyms, metaphors, and general words For analytical clarity, this discussion focuses on three specific types of reiteration: repetition, synonyms, and metaphors The strategic use of repeated words significantly enhances lexical cohesion in English advertisements, as illustrated in the accompanying table.
Table 4 11: The lexical cohesion in English advertisements
Word repetition is a prevalent technique in English advertising, accounting for 24.44% of usage This strategy enhances customer recall and leaves a lasting impression of the product, ultimately boosting the effectiveness of advertisements.
Metaphors play a crucial role in advertising by engaging consumers on both cognitive and emotional levels Advertisers believe that the emotional resonance a brand fosters significantly enhances customer understanding and loyalty By creating deeper emotional connections, brands can effectively cultivate a loyal customer base.
Metaphors should reflect the authentic core values of a brand; otherwise, they risk becoming mere embellishments that fail to foster lasting customer relationships While metaphors can be abstract and varied, they can effectively convey meaning through both words and images Advertisers frequently leverage metaphors to enhance their advertising strategies.
In advertising, phrases like "It'll blow your mind away" paired with enticing visuals, such as a girl enjoying a Burger King meal, create curiosity and intrigue about the product While the slogan doesn't explicitly mention Burger King, it effectively stimulates viewers' interest in the burger's flavor, making them eager to experience it for themselves.
Use of the lexical cohesion is also different for each advertising field Look below the table below to see the difference in usage:
Table 4 12: The lexical cohesion in each English advertisement fields
In the beauty industry, advertisers predominantly utilize repetition as a key method of lexical cohesion in their advertisements Similarly, repetition is also a favored approach in the other two fields, proving to be more effective than alternative lexical cohesion techniques.
Visual elements in the advertisements
In advertising, the effectiveness of an advertisement heavily relies on the images used, as they significantly influence customer attention If the chosen image fails to captivate potential customers at first glance, even the best content may go unnoticed, leading to a lack of engagement This underscores the importance of visuals, as evidenced by a study showing that 100% of 45 advertisement samples incorporated images to enhance their appeal.
In each advertisement field, advertisers will use content related to the advertisement product such as:
In the beauty industry, the use of images featuring women, particularly attractive models, is a prevalent strategy for product representation Research indicates that out of ten advertisement samples analyzed, only one relies solely on a product image without incorporating a model This trend highlights the significant role that visual appeal plays in marketing beauty products.
In the food industry, utilizing images that showcase the product in use, alongside the model's genuine facial expressions, enhances the authenticity of the offering This approach evokes emotions in viewers, allowing them to envision themselves enjoying the product, thereby fostering a deeper sense of trust and connection with potential customers.
+ Household appliances fields: Usually do not use images of people in advertising, instead, home appliance advertisement use only images of the product to showcase their products
Advertisers frequently steer clear of overly provocative images and refrain from including logos of prominent brands in their visuals to prevent censorship issues on various media platforms.