Chapter 2

Language In
Advertisement
Group 7
1. Nguyễn Thị Huyền
2. Nguyễn Ngọc Lan
3. Đào Thị Huyền Linh (leader)
4. Đoàn Mai Linh

Group 7
 Contents of this chapter
I. Advertisement
1.1. Definition
1.2. Type Of Advertising
II. Language Of Advertising
2.1 The Role Of Language In Advertisement
2.2 Structure And Special Language In Advertising
 I. Advertisement
1.1. Definition

- Advertising is mass media content intended to persuade

everyone to take action on products, services and ideas.

- Advertising is one-way marketing of persuasive information from

an identified sponsor disseminated through channels of mass
communication to the adoption of goods, services or ideas.
 I. Advertisement
1.2. Types of advertising

- There are many kind of advertisements.

- Depending on the purpose of use, we use different types of

advertising.

- Some common kind of advertisement: job advertisement, TV

commercial, product advertising, online advertising…
II. Language Of Advertising
2.1. The role of language in advertisement

 Has a powerful influence over people and their behavior

 Help people to identify a product and remember it

 Extensive vocabulary, carry 5 or 6 particular meaning.

 Use compound words and use them as adjectives.

 Language is often very positive and emphasizes why one products

stand out from another.
II. Language Of Advertising
2.2. Structure and Special language in advertising

 Created to serve the purpose of selling and promoting a product.

 Use verbal, sound or visual

 Ads of products often includes 3 main parts: Name of products, logo

and slogan.
II. Language Of Advertising
2.2. Structure and Special language in advertising

Ads of products often includes 3 main parts: Name of products, logo

and slogan.
 II. Language Of Advertising
2.2. Structure and Special language in advertising

1. Name of product: have tend to use 1, 2 or 3 syllables. Eg:

omo, hotel,…

2. Logo:

Form: featured+ colorful

Purpose: turn from ‘name’-> ‘image’ -> logo

II. Language Of Advertising
2.2. Structure and Special language in advertising
3. Slogan

Purpose: creat a pressure to remember the name

- 2 types of slogan

+ Theme – Rheme

+ Contained
II. Language Of Advertising
2.2. Structure and Special language in advertising
Theme – Rheme Contained

Used in the iteration to attract the attention of the

reader, the listener and to make them easy to remember.
 II. Language Of Advertising
2.2. Structure and Special language in advertising

4 types of iteration words:

 The same word (lặp từ đồng nhất): Ameristar. More Casino. More fun
(Ads of Ameristar Casino Kansas City)

 Synonym or near- synonym (lặp từ đồng nghĩa hoặc cận đồng nghĩa):
Xuân may mắn. Năm đắc lộc (Ads of Panasonic)
II. Language Of Advertising
2.2. Structure and Special language in advertising

 Superordinate (lặp từ bao hàm): Sữa đã tốt, Proform còn

tốt hơn (Ads of Proform milk).

 General word (Lặp từ khái quát)

II. Language Of Advertising
2.2. Structure and Special language in advertising

* Job vacancy:

- Language is standard

- Structer is clear, not frilled

- The order of the item in the ads of vacancy:

II. Language Of Advertising
2.2. Structure and Special language in advertising

+ headline: Job vacancy/vacancy

+ position

+ qualification

+ requestion

+ adress, phone, mail… of the recruitment.

II. Language Of Advertising
2.2. Structure and Special language in advertising

* Ads of Brand is similar

Ads of products, also
includes Name, Logo,
Slogan. The only difference
is that it has more
informational and impressive
items.
Thank You