VIET NAM NATIONAL UNIVERSITY OF AGRICULTURE

FACULTY OF EDUCATION AND FOREIGN LANGUAGES

BA RESEARCH PROPOSAL
A STUDY ON THE USE OF LANGUAGE IN
ADVERTISING SLOGANS BY TWO TECHNOLOGY
BRAND COMPETITORS APPLE VERSUS SAMSUNG

NGHIÊN CỨU CÁCH SỬ DỤNG NGÔN NGỮ TRONG

CÁC KHẨU HIỆU QUẢNG CÁO CỦA HAI CÔNG TY
CÔNG NGHỆ ĐỐI THỦ APPLE VÀ SAMSUNG

Student: NGUYEN HAI YEN

Major: ENGLISH LANGUAGE
Supervisor: PHAM THI HANH

Hanoi – 2022

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Part 1: INTRODUCTION

1.1. Rationale for the study

Throughout the history of advertising since its first trace in the ancient time, it is now
well-known that the very first form of advertising messages was transferred by word
of mouth (Lapsanská, 2006). This common practice remains evident in the way sellers
present, define and differentiate their products in the marketplace by shouting and
extolling them to buyers until today, which has attracted the attention of numerous
linguistic researchers towards the verbal communication channel of an advertisement,
or more particularly the advertising language.

In the realm of the advertising industry, especially when advertising has become a
science like nowadays, people start evaluating some principles in terms of linguistics
contributing to the success of an advertisement. Besides other primary factors such as
financial budget, customer's preference or product design in the promotion campaign,
it is indeed an advertising slogan as part of an advertisement that has dramatically
boosted its role in embedding messages into people's minds to manipulate their
consuming behaviors to stick with a technology brand. This raises the question that
there must be an invisible code in terms of linguistic means behind those effective
tricks of slogan words.

By the same token, along with a study on language in advertising slogans, it is also
promisingly beneficial to discover more about its magical impact by investigating
further in the global branding war of two famous technology brand competitors Apple
and Samsung via their slogans.

1.2. Aims and objectives of the study

The study aims to help to analyze linguistics features used in advertising slogans.

As a result, the objectives of the study are:

- Determine linguistic aspects of an advertising slogan

- Determine which linguistic aspects are most frequently used on Apple and Samsung
advertising slogans

1.3. Research questions

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Based on relevant objectives to accomplish, the thesis title “A study on language in
advertising slogans of two technology brand competitors: Apple versus Samsung”
reflects several missions to fulfill, which are as below:

i) What are the main linguistic aspects of an advertising slogan?

ii) Which linguistic aspects are used most frequently on advertising slogans of
Apple and Samsung?

1.4. Scope of the study

Many advertising campaigns with different slogans have been created by both Apple
and Samsung in the fight between two technology companies. The two companies'
slogans have distinct linguistic characteristics and meanings. The research aims to
analyze the language used in those slogans.

Due to the limitation of time and the limited scope of a thesis, this study does not
analyze all slogans. Rather, the author mainly focuses on analyzing 60 slogans from
both companies, or 30 slogans in each case. These slogans are chosen at random from
the announcements made on the two firms' official websites. The thesis is conducted
for academic purposes only, i.e. without any commercial intent.

1.5. Significance of the study

This research puts forward a reference on the values of advertising slogans for anyone
who majors in linguistics, sociology, psychology, and marketing, particularly in the
technology sector.

By studying the structure of advertising texts as well as examining linguistic means

used in the language of slogans, linguists will be able to locate and classify a group of
effective discourses in a topical area according to the case study on slogans of Apple
and Samsung. Similarly, sociologists and psychologists will stand a chance of
discovering at what level advertising slogans of the technology industry can have an
impact on the customers' inciting motivation and attitudes towards a trendy
technological device. Last but not least, marketers who are fascinated in this business
field will see how promoting slogans can bring out distinguished success to those two
competitive technology brand rivalries as well as prepare for themselves several
beneficial tricks in exploiting slogan language.

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Above all, speaking of more familiarly specific objectives, this research targets to
hopefully arouse students' favor for the English for Specific Purposes (ESP) subject
and provide them with another approach to related issues in advertising language as
well as its economic role.

1.6. Design of the study

Besides commonly Abstract, Reference and Appendices, the research paper is

composed of three parts:

Part 1: Introduction

This section serves a general view on the motivation of how the research will be
carried out by providing readers with the rationale of the study, aims, and objectives
of the study, statement of research questions, scope, and significance of the study as
well as the design of the study.

Part 2: Development

The main contents of the thesis paper are concentrated on three chapters subsequently.
Chapter 1 - Literature Review deals with previous related researches on advertising
language and provides theoretical instruments employed for conducting the research,
from advertising and its problems to popular linguistic means used in advertising
language. Chapter 2 - Methodology discusses scientific approaches to solve the
research questions. Chapter 3 - Findings and Discussion presents an observation on
research samples (slogans of two technology brand competitors) and a data analysis
on linguistics means/ features of slogans by Apple and Samsung.

Part 3: Conclusion

The final session acts as a self-assessment part of the thesis, where it obtains the
conclusion, inferring some implications and suggestions for further study over its
strengths and weaknesses.

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Part 2: LITERATURE REVIEW

2.1. Review of the previous studies

Along with numerous features of linguistics, advertising language itself has also
gained a great deal of attention, which results in some most relevant research namely
“English in Advertising: A Linguistic Study of Advertising in Great Britain” by
Geoffrey Neil Leech (1996), “The Discourse of Advertising” by Guy Cook (1996),
“English for Sales: A Study of The Language of Advertising” by Lars Hermeren
(1999) or more specifically “The Language of Advertising with the concentration on
the Linguistic Means and the Analysis of Advertising Slogans” by Jana Lapsanská
(2006).

These aforementioned researches possess a similar approach in terms of semantics,

theoretical grammar, and discourse to analyze how English performs and its
effectiveness in use for a particular purpose like advertising, which would contribute
to a selection of related aspects for further research to understand why language such
as a slogan matter in the advertising industry.

Besides, with the view to the advertisement as a major factor, it can be seen that
advertising as a way of communication is one field that mainly discusses the role of
linguistics. One of the researches that support such a perspective is “Advertising:
Principles and Practice” by William Wells, John Burnett & Sandra Moriarty (1989),
which eventually points out necessary slogan strategies for successful branding.
Therefore, it is generally recognized the language as a framework to evaluate its
reflection on awareness towards products.

In Vietnam, several recent related types of research concerning advertising slogans

can be named as “A Study on the Language of Advertising in Advertisement of
Information Technology Products” by Vu Thi Bich Dao (2007), “An Investigation
into the Style of the English Language used in Advertising Slogans issued by some
World-famous Airlines” by Bui Thi Bich Thuy (2010), and “Strategic Use of Verbal
and Non-verbal Cues in Marketing by Pepsico Vietnam: A Study of Cross-Cultural
Communication” by Pham Thi Van Anh (2013), which to some extent reveals a trend
of conducting further research focused more on a particular range of products or
comparing advertising slogans from a group of famous firms in order to see how
language contributes to the branding competition.

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2.1.1. Related research 1

"The Language of Advertising with the concentration on the Linguistic Means and the
Analysis of Advertising Slogans" by Jana Lapsanská (2006).

In the theoretical part, the authors approximate advertising as a type of

communication between producer and consumer of the product. They analyzed and
described the basic principles of advertising printed texts. The theoretical part of the
diploma thesis is provided an analysis of the language of advertising and served as a
basis for the research part. To be able to analyze slogans to such an extent, they had
to include all the aspects of language - from phonological to semantic aspect. The
research possesses a similar approach in terms of semantics, theoretical grammar, and
discourse to analyze how English performs and its effectiveness in use for a particular
purpose like advertising, which would contribute to a selection of related aspects for
further research to understand why language such as a slogan matter in the advertising
industry.

Therefore, concerning research into a case study of two well-known technology

competitors Apple and Samsung in using advertising slogans to promote their brands
despite their popular war in the market share all over the world, this research will be a
pioneering one, creating a completely new approach to view the role of advertising
slogans.

2.1.2. Related research 2

"A Systemic Functional Linguistic analysis of advertising slogans for life insurance"
by Vu Thi Hien (2016)

Based on Kress and Leeuwen's Multimodality theory, the thesis analyzes 12 printed
advertisements from the perspective of representational meaning, interactive meaning,
and compositional meaning. This research finds out that different modes within an
advertisement depend on each other and have an inter-dependent relationship. Image
and text complement each other to extend the meaning represented; it involves an
image extending or adding new meanings to the text.

First, although the data were selected from different countries, some contextual
features are not fully discussed. Second, the number of analyses based on Systemic
Functional Grammar, to some extent, is still limited; the author finds it difficult to
clarify the framework or some theoretical assumptions. Besides, within the limited

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scope of a minor M.A. thesis, the author cannot cover all aspects. As a result, other
linguistic aspects are worth investigating further, e.g., Mood system, Theme - Rheme
structure, cognitive metaphors, figures of substitutions, and rhetorical devices. Apart
from that, the potential of bias and exaggeration may also be unavoidable in some
cases. The data is collected from one source - the Internet, which may more or less
affect the result's objectivity. Objectively, the all-sided picture of the use of
advertising language has not been fully painted.

In this thesis, the researcher may collect data from various sources such as
newspapers, magazines, leaflets, or television. The researcher also focuses more on
the way that slogans were used (Linguistic aspects used in advertising language).

2.2. Review of theoretical background

2.2.1. Statement of theoretical framework chosen

The definition of advertising

Functions of advertising

Purposes and features of advertising language

Advertising slogan as an advertising component

Linguistic means used in advertising language:

 Phonological aspect

 Lexical and morphological aspect

 Syntactic aspect

 Semantic aspect

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2.2.2. Review of theoretical preliminaries employable as tools for conducting the
thesis

2.2.2.1. The definition of advertising

American Marketing Association (AMA) defines the term advertising as "the non-
personal communication of information usually paid for and usually persuasive in
nature about products, services or ideas by identified sponsors through the various
media." (www.marketingpower.com)

In the domain of technological advances like nowadays, this definition reflects exactly
how an advertising activity should be. Firstly, as one of the communication tools,
advertising also plays a role in transferring and delivering information between
speakers and listeners, but these conversational participants do not necessarily
physically interact with one another (non-personal communication). Instead, as
having aimed at generating profits by selling power, advertisers themselves wish to
bring out the best in productivity, as the wider impact, the better outcome.

a) Functions of advertising

Generally, compared to marketing that has four primary functions as attracting

attention (1), increasing interest (2), stimulating desire (3), and most importantly
evoking action (4); it is also agreed by many marketers that advertising, as an element
of marketing, obviously shares some similar tasks. Advertising in its nature is even
fundamentally focused on boosting sales. This explains why there are three other
missions for advertisers to fulfill, which are differentiating brands (1), maintaining a
customer base (2), and pricing (3).

b) Purposes and features of advertising language

Based on advertising functions, it is necessary to summarize relevant purposes of

advertising language itself as below, according to Lund (1947: 83):

1. Attract attention

2. Arouse interest

3. Stimulate desire

4. Create conviction

5. Get action

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Also, to aid purposes effectively, there are some equivalent principles that advertising
language has to obtain, such as being attractive, easy to read, memorable, and
consuming-provoking. Therefore, advertisers often plan out strategies in using
language to accomplish advertising principles, which can be classified into different
features or aspects as follows:

1. Phonological feature

2. Lexical and morphological feature

3. Syntactic feature

4. Semantic feature

All of the features in advertising language are at the same time recognized as
linguistics means, being discussed in the part 2.2.2.2 later on.

c) Advertising slogan as an advertising component

According to the Webster's Dictionary (1913), a slogan historically derives from the
Gaelic word "sluagh-ghairm", meaning an army cry. However, its concept modifies
depending on contemporary senses for manifold purposes. In advertising, a slogan is
similar to a motto or a catchphrase, which can be called an end line/strapline in the
UK or tag/tagline in the USA to name but a few.

2.2.2.2. Linguistic means used in advertising language

In the field of linguistics, discourse is the highest level because "it can tell us a good
deal about our society and our own psychology. (…) Discourse is text and context
together." (Cook, 1996: 2-5) Therefore, by analyzing a discourse, especially the
discourse of advertising, not only numerous situational elements featured in the
advertising text depending on each way approaching the audience are discovered, but
the rate of appearance of each linguistic means within a slogan to examine their
influence on readers are calculated as well, thus their values related to the advertising
campaign strategy can be evaluated.

a) Phonological aspect

Advertising language often displays the technique similar to those in poetic texts,
which guarantees that the receiver of the advertisement better remembers the text and
recalls it at the right moment. (Lapsanská, 2006: 27)

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i. Rhythm and rhyme

A slogan or a catchphrase is easy to remember when its text is well arranged in terms
of sound pattern. The first device is rhyme, a pattern of "identity of sound between
words or verse-line extending from the end of the last fully accented vowel and not
further" (Concise Oxford English Dictionary 2004), which can be illustrated by an
example of one famous traveling agency Thomas Cook's slogan since 1994: "Don't
just book it. Thomas Cook it!".

Secondly, the other technique is a rhythm that is emphasized more on the intonation
and lexical stress, whose repetition makes the slogan memorable and linguistically
neat quite like a catchy harmonious tune or a musical jingle.

The difference between rhyme and rhythm is that rhyme refers to sound, not spelling.
This is why rhyme is powerful when it comes to similar sounds repeated. Rhythm,
conversely, concentrates on the same syllable stress that every time people speak it
up, it feels like they are beating it up, very similarly and unstoppably in their mind.
Therefore, rhythm often appears when a slogan is lengthy enough with a considerable
number of words.

ii. Alliteration and assonance

In terms of alliteration device, it is a belief that was proved right by Greg Myers
(1997) that there is a certain number of strong consonants standing out more than
others, produced by stopping the air-stream completely (p, b, m, n, t, d, k, and g),
which make a slogan more impressed when arranged to adjoin. Whereas, assonance,
instead of creating successive words having the same consonant stressed, creates a
vowel harmony, in which the same vowels in successive words have a link with each
other. "Bigger. Better. Burger King!" by Burger King first used in 1975 is a brilliant
example for both the above devices, particularly, an alliteration /b/ and an
assonance /er/. There are times when it is confusing to distinguish between
alliteration and rhythm or between rhyme and assonance because they all are matter
with the sound pattern. However, it is possible to conclude that, the rhythm goes with
the same stressed syllables, rhyme pairs with the same sound, alliteration comes with
the same strong consonant, and finally, assonance occurs with the same vowel in an
advertising slogan. Nonetheless, on the other hand, there are other techniques to be
concerned about, such as transliteration, homophones, or some tricks with spelling (or

10
specifically, the graphic aspect of the text). They are less difficult to recognize as they
share one purpose in common which is to catch the reader's attention by playing some
tricks and making readers think for a little while.

b) Lexical and morphological aspect

In this part, typical characteristics of advertising text through the use of vocabulary
will be presented. To familiarize the slogan for customers, the message has to be
accessible via cautious and skillful word choice.

i. Verb

First and foremost, there are two types of verb phrases: finite verb phrases and non-
finite verb phrases. The first one is "a verb phrase in which the first or only word is a
finite verb, the rest of the phrase (if any) consisting of nonfinite verbs. (…) The
infinitive, the -ing, participle, and the -ed participle are the non-finite forms of the
verb." (Quirk et al 1990: 41) In advertising, "verbal groups are mostly of maximum
simplicity, consisting of only one word." (Leech, 1972: 121) Previous research has
also pointed out that, monosyllabic and simple finite verbs are preferred in
advertising, for they are smooth to read and easy to understand. They are: make, get,
give, have, see, buy, come, go, know, keep, look, need, love, use, feel, like, choose,
take, start, and taste.

Secondly, the verb tenses are of importance, too. The majority of finite verb phrases
are either simple present forms or else simple imperatives, to satisfy the customer's
desire for the present state of the product and its implication of universality and
timelessness. (Lapsanská, 2006: 30)

Differently, to aid the selling purpose, sometimes advertisers encourage consumer's

purchases by evoking a promise in the future or any possibility that the product offers
customers, with two popular modal auxiliaries: "can" and "will", which are presented
on a slogan to continuously maintain the customer's trust as well.

ii. Noun and adjectives

Besides verbs, the concern is shifted to noun phrases when the purpose of advertising
is not focused on increasing sales. Occasionally, advertisers wish to draw attention to
other issues such as identifying brand, strengthening regular customer trust, or
reminding about their products.

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In many cases, the whole slogan does not contain any verbs, but mostly nouns or
phrasal nouns with key adjectives being more suggestive, meaningful, and
manipulative to remind customers more about the brand names. These instances often
occur regularly in the tourism industry, for a destination such as Malaysia: Truly Asia;
Vietnam: Timeless charm; or Thailand: Amazing Thailand.

Meanwhile, in the flourishingly competitive economic sector like advertising, while it

seems that adjectives are the most frequent part of speech in slogans, it turns out
sometimes that the focus is on their hyperbolic dimension as well as on their
comparative and especially superlative forms, which makes it difficult for advertisers
to find out the unique particular characteristic of described objects and then perfect it
because normally, all sellers always claim that their products are the best.

Nonetheless, it is not about customer satisfaction when the product is newer, nicer,
and better. Instead, it is about the product attributes reflected via adjectives, offering
more information, more entertainment, more comfort, and more than any other
product, which satisfies all target customers.

iii. Formation of new words and phrases

Speaking of inventing new words to the vocabulary, advertisers are factually good at
adding more and more made-up words to the dictionary of advertising for promoting
the product. Customers now are all familiar with such words as "brunch" (breakfast +
lunch), "full-color", "motel", and so on. This part would introduce the three most used
methods, namely compounding, affixation and blending.

 Compounding: a variety of "lexical units, where each unit is consisting of two

or more bases (roots)". A compound word may be characterized by its
inseparability, semantic unity, morphological and syntactic functioning, and
certain phonetic and graphic features. (Kvetko 2001: 40) Examples are state-of-
the-art, head-to-toe, one-of-a-kind, touch-sensitive, built-in, and all-new.
(Lapsanská 2006: 34)

 Affixation: a "very effective process of building new words by adding an

established prefix or suffix to the existing base. (…) It is a most productive
process of creating new words in English." (Kvetko 2001: 35) Affixation
includes suffixes and prefixes. "A suffix usually changes not only the lexical
meaning of a word but also its word class. (Kvetko 2001: 36) For example,

12
 environment (N) à environmental (adj) à environmentally (adv). "A prefix
usually changes or concretizes the lexical meaning of a word and only rarely
word class." (Kvetko 2001: 36) For example: antinuclear, anti-aging, non-fat,
etc.

 Blending (sometimes called coinage): "the process of coining new words in a

different part of speech without adding any derivative elements is called a
conversion." (Kvetko 2001: 44) Therefore, it is understandable when an
adjective is formed from a noun, like in "Get that Pepsi feeling", where Pepsi is
an adjective. On the other hand, blending is similar to shortening in some cases
such as motel (motorway + hotel), taxi (taxicab), smog (smoke + fog), etc.

To sum up, at the lexical level, new words are created outright to fit some purposes,
which also reflects the ability of advertising language to keep up with the dramatically
changeable markets. Lastly, besides very popular techniques in creating an advertising
slogan via the lexical and morphological aspect, others are numerals (statistics),
foreign words, idioms, and collocations also are helpful. However, these techniques
are less difficult to point out, and in addition, they serve the same function of
attracting customers' attention by traditional familiar proverbs or saying.

c) Syntactic aspect

If the word itself is vital, the whole slogan is memorable as long as the combination of
its words is reasonable. This explains why the advertising text experiences several
trendy features concerning slogan sentences, among which, types or patterns of
sentence and sentence structure are the main issues.

i. Sentence types

There are four distinguished patterns of the sentence: declarative, interrogatives,

imperatives, and exclamations, which are normally associated with four discourse
functions respectively: statements, questions, commands, and exclamations.

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ii. Sentence structure

In terms of structural tendencies in the advertising industry nowadays, copywriters

generally focus on three factors, including schematic pattering, ellipsis, and
incomplete sentences.

d) Semantic aspect

"Each linguistic expression has its literal meaning. The same linguistic expression,
however, may also have its figurative meaning." (Lapsanká 2006:43) This explains
why, apart from the literal meanings that language denotes, it also connotes additional
layers of meaning that evokes associations with the life experiences of human beings.
Associations are importantly powerful as they flashback emotional memories and
encourage responses whether negatively or positively towards connotations of an
expression. More specifically in terms of the semantic aspect in advertising, it is about
rhetorical devices or tropes that give mysterious beauty to the text. Rhetorical devices
are highly valued in the development of contemporary English advertising to serve the
purpose of creating a mental image or effect, of which simile, metaphor,
personification, metonymy, and hyperbole are common devices.

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Part 3: METHODOLOGY

3.1. Research methodology

The preceding chapter has reviewed a theoretical basis for the study, thus putting
forward a prominent method to approach the target data by secondary qualitative
research, which "involves a collection of techniques used to specify, delineate or
describe naturally occurring phenomena without experimental manipulation" (Seliger
& Shohamy, 1989: 124). However, Apple and Samsung are real investigated case
studies, therefore, to enhance the practical background for the research, a combination
of both qualitative and quantitative methods is employed to illustrate all the common
and unique characteristics of the target phenomena.
3.2. Research samples
The study takes advantage of purposive sampling since Apple and Samsung are two
global brand names, apparently offering feasible access to their advertising strategies,
particularly their promotion campaigns consisting of major concerns on slogans. The
researcher will face no difficulty to find out more about the phenomenon and capture
it with detailed information.
In terms of materials, 30 slogans of each case study are retrieved randomly from their
public relation websites https://www.apple.com/ and https://www.samsung.com/us/
respectively.
Nonetheless, these websites are copyrighted and prestigious, ensuring the population
of 60 selected representative slogans as research samples to be trustworthy and
authentic enough.
3.3. Data collection:
3.3.1. Data collecting instruments
In order to achieve the mentioned aims, in my study process, I store knowledge from
a lot of different kinds of resources specialized as follows:
- Referencing different books and websites on language, advertisement to establish
the theoretical background for the paper,
- Collecting and analyzing a number of advertisements/ slogans of Apple and
Samsung in foreign newspapers.
3.3.2. Data collecting procedures
Regarding Apple, the richest technology company in the world, which was founded
on exactly 1st April 1976, continuously expanding its service area worldwide,

15
including Vietnam. This explains why Apple oversaw its promotion growth along
with a huge amount of slogans. Whereas, Samsung was established on 13th January
1969, the largest technology company in the world by revenue since 2009. It could be
seen that Samsung has changed its advertising slogans too often to compete with
Apple.
Therefore, a list of 60 slogans in total for both cases was built to examine the
following research questions:
 What are the main linguistic aspects of an advertising slogan?
 Which linguistic aspects are used most frequently in an advertising slogan by
Apple and Samsung?
Also, based on observation on random sampling slogans by Apple and
Samsung, the research hypotheses are supposed as follows:
 The majority of verbs appearing on slogans are finite.
 The majority of slogan sentences are imperatives.
 The majority of slogans possess hyperbole.
3.4. Data analysis
A list of 60 slogans by both technology brands will be examined so that linguistic
means featuring on them are discovered and determined, which will be listed in
tables. Next, upon calculating the frequency of the appearance of each linguistic
feature, it is able to find out the most commonly-used phenomenon in advertising
slogans of both mentioned technology competitors throughout their history of global
branding, which would be interpreted via graphs.

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 Part 4. TIMELINE

No. Things to do Time Expected outcomes

1 Preparing research proposal Have a proposal of research that

10/01 - 11/01
can be chosen as a graduate
/2022
thesis

2 Registering a supervisor 12/01 – Make contact with supervisor

13/01/2022 and arrange for work exchanges

3 Registering a topic and making a 17/01 – Choose a suitable topic and

thesis outline 06/02/2022 complete the thesis outline

4 Submitting the thesis outline to the 07/02/2022

supervisor

5 Editing graduate thesis outline 08/02 – Complete the thesis outline and
based on feedback from the 09/02/2022 submit it to the department
supervisor

6 Defending the thesis outline 10/02 -

Editing and submitting the 14/02/2022

completed thesis outline. (04
copies: 02 submitted to Faculty, 01
submitted to Department and 01
submitted to the instructor)

7 Write graduation thesis. 21/2 - The graduation thesis will be

Throughout the thesis, frequently 21/06/2022 completed successfully.
communicate with and report to
the supervisor.

8 Complete and submit graduation 22/06/2022

thesis

9 Test report 01/07 – Familiarize me with the

17
 10//07/2022 reporting process and build
confidence when making a
formal report

10 Report the graduation thesis before 11/07 - Have a comprehensive and

the Council 17/07/2022 engaging report

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 Part 5: REFERENCES

Churchill, G.A. Jr, & Peter, J.P. (1998). Marketing - Creating Values for Customers, Boston:
Irwin McGraw-Hill

Cook, Guy. (1996).[1992]. The Discourse of Advertising, London: Routledge

Geis, M.L. (1982). The Language of Television Advertising, New York and London:
Academic Press

Hermeren, L. (1999). English for Sales: A Study of the Language of Advertising, Lund:
University Press

Hancock, B. (1998). Trent Focus for Research and Development in Primary Health Care: An
Introduction to Qualitative Research, Trent Focus

Kvetko, P. (2001). Essentials of Modern English Lexicology, Bratislava

Leech, G.N. (1972) [1966]. English in Advertising: A Linguistic Study of Advertising in Great
Britain, (English Language Series) London: Longman

Leech, Geoffrey. (1978). Semantics, London: Penguin publishing

Lund, J.V (1947). Newspaper Advertising [M], New York: Prentice-Hall.

Myers, Greg. (1997). [1994]. Words in Ads, London: Hodder Arnold publishing

Seliger, H.W. & Shohamy, E. (1989). Second Language Research Methods, New York:
Oxford University Press

Vaus. D.A. (2002). Surveys in Social Research, Allen & Unwin

Wells, William, & Burnett, John & Moriarty, Sandra (1989). Advertising: Principles and
Practice, New Jersey: Prentice-Hall

Lapsanská, J. (2006). The Language of Advertising with the concentration on the Linguistic
Means and the Analysis of Advertising Slogans. Retrieved in October 2013 from
http://diplomovka.sme.sk/zdroj/3091.pdf

Vũ, T. H. (2016). A Systemic Functional Linguistic analysis of advertising slogans for life
insurance Products, Unpublished M.A. thesis, University of Languages and
Intentional Studies - VNU, Vietnam.

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Bui, T.B.T. (2010). An Investigation into the Style of the English Language used in
Advertising Slogans issued by some World-famous Airlines, Unpublished B.A. thesis,
University of Languages and Intentional Studies - VNU, Vietnam.

Dao, V.T.B. (2007). A Study on the Language of Advertising in Advertisement of Information

Technology Products, Unpublished M.A. thesis, College for Foreign Languages -
VNU, Vietnam.

Pham, T.V.A. (2013). Strategic Use of Verbal and Non-verbal Cues in Marketing by PepsiCo
Vietnam: A Study of Cross-Cultural Communication, Unpublished B.A. thesis,
University of Languages and International Studies - VNU, Vietnam.

Kristof, M. (2009). Famous Company Slogans, Kristof Creative, Inc. Retrieved in December
2013 from http://closetflip.wikispaces.com/file/view/famous-company-slogans.pdf

https://www.apple.com/

https://www.samsung.com/us/

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 Part 6: Approved by supervisor(s)

......., date …month…year…….. ......., date… month…year……..

Student
Supervisor
(Signature and full name)
(Signature and full name)

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