Similarities in generic structure between vietnamese and english tourist advertisements

Nguyễn Thị Diệu Hà Tạp chí KHOA HỌC & CÔNG NGHỆ 88(12): 59 - 62<br /> SIMILARITIES IN GENERIC STRUCTURE BETWEEN VIETNAMESE AND<br /> ENGLISH TOURIST ADVERTISEMENTS<br /> <br /> Nguyen Thi Dieu Ha*<br /> Faculty of Foreign Languages- TNU<br /> <br /> <br /> ABSTRACT<br /> Tourism is considered as a potential industry in many countries. To draw the attention<br /> from foreign tourists, each country has its own campaig and tourist advertisement has<br /> become a useful tool for this purpose. With the development of high-tech, tourist<br /> advertisements can be found everywhere, every time through leaflet, brochures, press or<br /> even throgh the Interenet. This article mainly focuses on the similarities in generic<br /> structure between Vietnamese and English tourist advertisements.<br /> Keywords: Advertisement, customer, discourse, generic structure, tourism.<br /> <br /> INTRODUCTION* effective combination of language and sound<br /> as well as picture or other visual aids.<br /> Advertisement is an important form of<br /> promotion, the consequence of marketing It is a common golden rule to bear in mind of<br /> strategies used by companies to communicate advertisers to follow strictly the psychological<br /> with their existing and potential customers. process: AIDMA [12]<br /> Advertising is a key element in the marketing A = the advertisement must be eye-catching<br /> and advertising expenditure takes a rather big and easy to read and understand so that it can<br /> account of many companies budget. draw the viewers‟/ readers‟ ATTENTION.<br /> The main target of advertising is to influence I = This naturally creates INTERESTS for<br /> consumer‟s behavior, stimulate them towards viewers/ readers.<br /> actions such as sales promotion, hire purchase D = From this stage, customers are push to a<br /> and special offer. For different purposes, higher level by an invisible hand to get a<br /> advertising can be defined in many ways. DECISION to try products and services.<br /> Brow (1983) [4] defines advertising as “a tool M = The customers read the advertisement,<br /> to promote desire for purchasing goods and feel like it and what they have read will stay<br /> services”. in their minds and be kept in their MEMORY.<br /> According to Colly (1990) [5] “an advertising A = To advertisers, the most wanted respond<br /> goal is a specific communicate task and from customers is their ACTION.<br /> achievement level to be accomplished with a It is not enough if customers only like, enjoy<br /> specific period of time”. and remember the product and service. What<br /> From the linguistic point of view, advertising the advertisers really want is that the<br /> is an activity of verbal communication not customers will purchase their product and<br /> only to present information but also to win service. This is tangible profit and also the<br /> mind and heart of advertisement receivers and final target of any advertising strategy.<br /> the potential customers. As a result, Based on advertising objective,<br /> advertisers benefit. advertisements can have different focuses to<br /> As far as we know, there are many forms of inform, persuade or remind.<br /> advertising from the simplest one like leaflet Similarities in generic structure between<br /> to the most complex one like soap opera (film Vietnamese and English tourist<br /> for advertising). An advertisement is an advertisements<br /> Tourism can be defined as “the sum of the<br /> * phenomena and relationships arising from<br /> Tel: 0918 322 992; Email: dieuha268@gmail.com<br /> <br /> <br /> Số hóa bởi Trung tâm Học liệu – Đại học Thái Nguyên 59 http://www.lrc-tnu.edu.vn<br /> Nguyễn Thị Diệu Hà Tạp chí KHOA HỌC & CÔNG NGHỆ 88(12): 59 - 62<br /> interaction of tourists, business suppliers, host process of attracting and hosting these<br /> government and host communities in the tourists”. [11]<br /> To inform<br /> Telling the market about a new service Describing available services<br /> Suggesting a new change for a programme Correcting false impression<br /> Informing the market of price and discount Reducing buyer‟s fears<br /> Explaining the function Building a company image<br /> To persuade<br /> Building brand preference Persuading clients to take the chance now<br /> Encouraging switching to your brand Persuading clients to receive a sales call<br /> Changing buyer‟s perception of product<br /> To remind<br /> Reminding clients that the service may Keeping in the buyer‟s mind during off seasons<br /> be necessary in the near future<br /> Reminding clients where to register it Maintaining it to mind awareness<br /> “Tourism encompasses everything from the Vịnh Hạ Long, di sản văn hóa thế giới. [17]<br /> planning of the trip, the travel to the place, the Sentosa, Singapore’s Favourite Island<br /> return and the reminiscences about it Resort.[22]<br /> afterwards”.[12]<br /> Beginning part<br /> It is clear that context is an important factor to<br /> As far as we concerned, location and<br /> be considered in the process of discourse<br /> geographical features are always found at the<br /> analysis. To make a perfect advertisement, the<br /> logical and systematic structure is essential. beginning of any advertisement discourse.<br /> The tourist advertisement, as other kinds of This is the way to make clear and give a view<br /> discourse, is often divided into three parts: to visitors.<br /> beginning part, developing part and ending For example:<br /> part. It is convenient for us to have a look at Đà Lạt nằm trên cao nguyên miền trung, ở độ<br /> each part to work out the similarities between cao 1500m. (Đà Lạt) [19]<br /> them.<br /> The Philippines lies in the heart of Southeast<br /> In this article, several tourist advertisements Asia, stretching more than 1,840 kilometers.<br /> of the six countries which are famous for (The Philippines) [28]<br /> beauty landscapes and peace in Asia as<br /> Another common structure which is often<br /> VietNam, Thailand, Malaysia, Philippines,<br /> Japan and Singapore are chosen to compare. found in both English and Vietnamese tourist<br /> advertisements is the distance + central,<br /> Headline cities, town + distance + name of the<br /> The headline is the first singal to draw landscape.<br /> readers‟ attention so they can decide whether<br /> For example:<br /> it is worth reading or not. The main function<br /> of the headline is to introduce the discourse Cách Hà Nội 400km theo đường chim bay về<br /> content to readers. In addition, a headline is hướng Tây, … (Điện Biên Phủ) [20]<br /> also an elment to judge which discourse is Located at the crossroads of the developed<br /> more important and more interesting to western world and the Orient, The<br /> readers themselves. Philippines … [28]<br /> A similarity between headlines of Vietnamese The other common way to start Vietnamese<br /> and English tourism advertisements ia names and English tourist advertisements is the<br /> of places functioning as headlines. form: Name of the place, the position, and the<br /> For example: most general idea about the place.<br /> <br /> <br /> Số hóa bởi Trung tâm Học liệu – Đại học Thái Nguyên 60 http://www.lrc-tnu.edu.vn<br /> Nguyễn Thị Diệu Hà Tạp chí KHOA HỌC & CÔNG NGHỆ 88(12): 59 - 62<br /> For example: Space ribs, crab, prawn and chicken dishes<br /> Nha Trang, đầy nắng đầy gió, miền đất huyền all served with delicious spicy sauces.<br /> ảo và đầy truyền thuyết.(Nha Trang) [26] (Penang) [24]<br /> Chiangmai, known as “The rose of Singapore Apart from that, the quality of service and<br /> is instant Asia Northern Thailand”. people are also described in advertisements.<br /> (Thailand) [23] For example:<br /> Also for the purpose of introducing the place Người dân Đà Lạt hiền hậu, thân thiện và mến<br /> in a natural way, many advertisements start khách. (Đà Lạt) [19]<br /> by giving a brief explanation of the place‟s And its hospitable people, the native are among<br /> name, foundation process or historical events the friendliest in the world. (Penang) [23]<br /> related to it. Ending part<br /> For example:<br /> To end up the advertisements, general<br /> Chính quá trình núi đá vôi bị bóc trần và appraisal and comment are mentioned to<br /> hòa tan đã tạo nên quần thể đẹp đẽ này với emphasize again the attraction of the place to<br /> một hồ nước xanh bao bọc bởi những núi đá all readers and confirm its appeal.<br /> vôi với hệ sinh thái còn khá nguyên vẹn.<br /> (Hồ Ba Bể) [25] For example:<br /> One of the capital of Japan for over 1000 Với những huyền thoại diệu kỳ của Đồ Sơn<br /> years, Kyoto is a city well known for its rất lôi cuốn du khách, làn phong phú tâm hồn<br /> history and tradition. (Kyoto) [27] bạn, bạn sẽ thấy cuộc đời đầy giá trị và ý<br /> Developing part nghĩa biết bao. (Đồ Sơn) [18]<br /> After giving general description and An exciting place and a most enjoyable and<br /> introduction about the landscape, both rewarding place to move to. (Malaysia) [23]<br /> English and Vietnamese tourist Moreover, some warnings are also included<br /> advertisements provide readers with details of but not frequently as in these two parts of the<br /> beautiful sights and other outstanding two advertisements:<br /> attractions. Quí khách đừng mang đi những gì của vườn<br /> For example: ngoài những bức ảnh và không để lại gì<br /> Biển Đồ Sơn mênh mông hào phóng, còn núi ngoài những dấu chân. (Vườn quốc gia<br /> thì uốn lượn trầm tư. (Đồ Sơn) [18] Bạch Mã) [16]<br /> Geogetown, the island’s capital is a delight, a Trafficking in illegal drugs carries the death<br /> sprawling, lively city. (Penang) [24] penalty. (Malaysia)[23]<br /> One important factor contributing a CONCLUSION<br /> successful tour is food. To attract tourists,<br /> In brief, Vietnamese and English tourist<br /> special food is a „must‟ in the content of<br /> tourist advertisements both in Vietnamese and advertisements share the same purpose of<br /> English. supplying the most interesting and attractive<br /> information about a landscape in a sufficient<br /> For example:<br /> way to encourage readers or visitors to go and<br /> Khách đến nhà, chủ nhà sẽ mời khách những to enjoy. This purpose also implies some<br /> món ăn nhiều hương vị: cơm lam, thịt thú competition among different advertisers to<br /> rừng, măng chua, mộc nhĩ, nấm hương. ( draw the attention and inspire for the reader-<br /> Điện Biên Phủ) [20]<br /> traveler, so the information must be seen,<br /> identical selective, unique and suitable with<br /> <br /> <br /> Số hóa bởi Trung tâm Học liệu – Đại học Thái Nguyên 61 http://www.lrc-tnu.edu.vn<br /> Nguyễn Thị Diệu Hà Tạp chí KHOA HỌC & CÔNG NGHỆ 88(12): 59 - 62<br /> readers‟ psychology. Some listed information [12]. Mcintosh et.al (1995). Tousism, Principle, Practices,<br /> Philosophies. Washington: Washington Academic Press<br /> above show the similarities in generic structure<br /> [13]. Mill, R. (1991). Tourism. Washington: Washington<br /> between Vietnamese and English tourist Academic Press<br /> advertisements. [14]. Nunan. (1993). Introducing Discourse Analysis. London:<br /> Penguin Group.<br /> REFERENCES [15]. Teleman, Guido. (1999). From Discourse to Pragmatics.<br /> [1]. Hồ Sĩ Hiệp. (1999). Phương pháp viết quảng cáo hiện Hanoi: College of Foreign Language, VNU.<br /> đại. Đồng Nai: Nhà xuất bản Đồng Nai. [16].http://www.dulichachau.com/Ban/Danh+thang+Hue/vuo<br /> [2]. Mai Xuân Huy. (1997). Về khái niệm và phân loại quảng n+quoc+gia+bach+ma/<br /> cáo. Hà Nội: Hội Ngôn Ngữ học Việt Nam. [17].http://www.dulichachau.com/Ban/Di+San+Van+Hoa/hal<br /> [3]. Hoàng Văn Vân. (1999). Introducing Discourse Analysis. ongdisanthiennhienthegioi/<br /> Hanoi: Open University. [18].http://www.dulichachau.com/Ban/Danh+thang+HaiPhon<br /> [4]. Brow, G.&G. Yule. (1983). Discourse Analysis. g/do+son/<br /> Cambridge: CUP. [19].http://www.dulichachau.com/Ban/Danh+thang+Dalat/<br /> [5]. Colly, R.H. (1990). Advertising. Workingharm: Addison [20].http://www.dulichachau.com/Ban/Danh+thang+Danang/h<br /> – Westley Publishing Company. oi+an/<br /> [6]. Cook, G. (1989). Discourse. Oxford: Oxford University [21].http://www.web-du-lich.com/dich-<br /> Press. vu/type.php?iCha=10&iCat=81&module=news<br /> [7]. Coulthard, M. (1989). An Introduction to Discourse [22].http://www.singaporetouristguide.net/<br /> Analysis. London: Longman. [23].http://www.tourismthailand.org.vn/<br /> [24].http://www.tourismmalaysiausa.com/<br /> [8]. Halliday, M.A. K. & R. Hasan (1989). Language, Context<br /> [25].http://www.dulichachau.com/Ban/Danh+thang+BacKan/<br /> and Text: Aspect of Language in Social – Semiotic<br /> ho+ba+be/<br /> Perspective. Victoria: Deakin University Press. [26].http://www.dulichachau.com/Ban/Danh+thang+NhaTran<br /> [9]. Hatim, B. & Manson, I. (1990). Discourse and the g/<br /> Translator. London and New York: Longman. [27].http://www.japantravelinfo.com/top/index.php<br /> [10]. James, C. (1980). Contrastive Analysis. London: [28].http://www.philippinetourism.us/tourism/about-the-<br /> Longman limited Group. philippines-department-of-<br /> [11]. Mc Cartley, M. (1991). Discourse Analysis for tourism/http://www.philippinetourism.us/tourism/about-the-<br /> Language Teacher. 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