DISCOURSE ANALYSIS OF SOME NIVEA ADVERTISEMENTS

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Tác giả: Hồng Yến Dương, Thị Phượng Nguyễn, Trọng Du Nguyễn

Ngôn ngữ: Vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học và Công nghệ Đại học Thái Nguyên, 2019

Mô tả vật lý:

Bộ sưu tập: Metadata

ID: 397859

Thêm vào giỏ Liên kết toàn văn

Bài báo giới thiệu một phần kết quả của nghiên cứu gần đây được thực hiện với 3 mục tiêu: (1) phân tích các đặc điểm ngôn ngữ của quảng cáo Nivea được thiết kế để thu hút khách hàng
(2) chỉ ra các chiến lược diễn ngôn được sử dụng trong quảng cáo của Nivea để xây dựng khái niệm về vẻ đẹp lý tưởng và (3) tìm hiểu những tác động xã hội của quảng cáo sản phẩm làm đẹp Nivea. Mô hình phân tích diễn ngôn ba chiều của Fairclough được áp dụng để phân tích 18 quảng cáo Nivea được đăng trên trang web https://www.nivea.co.uk. Do giới hạn về độ dài, nên bài báo này chỉ trình bày kết quả đạt được của hai vấn đề nghiên cứu đầu tiên. Kết quả nghiên cứu cho thấy về đặc điểm từ vựng, các nhà quảng cáo Nivea đã sử dụng cả từ vựng tích cực và tiêu cực, thuật ngữ khoa học, từ mượn hoặc thuật ngữ, đại từ ngôi thứ hai. Tiêu đề quảng cáo phần lớn được viết dưới dạng câu đơn hoặc cụm từ đơn giản còn nội dung quảng cáo được thiết kế dài và phức tạp hơn với việc sử dụng các hình thức so sánh, câu đề nghị, dạng thức chủ động, bị động và các thì hiện tại, tương lai. Các quảng cáo còn sử dụng các biện pháp tu từ như phép lặp và so sánh để tạo ấn tượng và thu hút sự chú ý của khách hàng. Các chiến lược diễn ngôn bao gồm tự đại diện tiêu cực và tích cực, thổi phồng, cung cấp bằng chứng khoa học, nhấn mạnh vẻ đẹp khỏe mạnh và thiết lập mối quan hệ gần gũi với khách hàng đã được áp dụng để xây dựng hình tượng cái đẹp của nhà sản xuất, truyền tải hình tượng đó cho khách hàng và thuyết phục họ sử dụng sản phẩm., Tóm tắt tiếng anh, This paper presents parts of the findings of a recent study carried out with three objectives: (1) to analyze the linguistic features of Nivea advertisements which are designed to attract customers
(2) to discover the discourse strategies used in Nivea advertisements to construct the concept of ideal beauty
and (3) to investigate the social implications of Nivea beauty product advertisements. Fairclough's three-dimension model was applied on the data sample of 18 Nivea advertisements downloaded from the website https://www.nivea.co.uk. Due to the length restriction, this paper only discusses the obtained results for the first and second objectives about linguistic features and discourse strategies in Nivea advertisements. The research results showed that in terms of lexical devices, Nivea advertisers used both positive and negative vocabulary, scientific terms, foreign or exotic words, second personal and possessive pronouns. Headlines are typically written in short simple sentences and phrases while body copies tend to be longer and more complex with the use of comparison, imperative sentences, active and passive voice, present and future tense. Other linguistic features including the use of such rhetorical devices as repetition and simile contribute to create impression and attraction on viewers. The discourse strategies including negative and positive self-representation, providing scientific proof, puffery, adding appeal to healthy beauty and setting close relationship with customers were applied to build the producers' beauty concepts, deliver it to customers and persuade them to use the products.

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