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CHAPTER 1
INTRODUCTION
1.1. RATIONALE
In the open-market economy, wars among companies or corporations are
becoming sharper and sharper. Thousands of goods and services are available in
the market, which makes customers puzzle to choose. Fortunately, advertising was
born to introduce new products and provide benefits for producers. Advertising is
crucial in our modern society and is one of disciplines where the use of language
has to be employed to deliver the message effectively. Therefore, advertising
becomes an indispensable part in creating brand awareness to general public and
making businesses more popular within the circle of potential buyers. Meanwhile,
slogans can be considered the heart of advertisements whenever they appear. The
catchy phrases or sentences that serve as advertising slogans should be the ones
that could state the main benefit of a product or a brand to prospective customers;
promote the credibility of a brand or product; create a customer demand or desire
for a brand or product; and stick in viewers memory.
It couldnt be denied that functional food is the integral part of human lives
in the outbreak of diseases resulted from the development of industrial society and
environmental pollution. People are interested in functional food as a supplemental
nutrition supporting for their health and beauty. In order to promote the sales of
functional food, manufacturers have launched many catchy slogans to attract
customers, for examples:
(1.1) Caring for your heart
[10]
(1.2) Get the most energy from your food
[67]
(1.3) Cao nhn sm Triu Tin
[2]
(1.4) Ti khng s gt.
[8]
Slogans in general and advertising slogans in particular are said to be one of

the linguistic phenomena in daily life. Advertising slogans appear more
continuously along the streets and on the mass media. One thing can be realized
from these slogans is that they are a variety of structures, meanings and cultural
aspects. Due to across culture, there are some impressive similarities as well as
differences in the habit of designing slogans between different languages. As a
language learner, I am usually interested in linguistic phenomena occurring in our
daily life, and slogans are not an exception. Moreover, by the intuition of a
language learner, I suppose that advertising slogans are made up units of language,
so studying function food advertising slogans cannot be separable from linguistics
which supports the business success.
Therefore, in order to decode nuances of function food advertising slogans
these two main aspects should be noticed: semantic and syntactic features. For
these reasons, I decided to deal with a research entitled A Contrastive Study of
Linguistic Features of Functional Food Advertising Slogans in English and
Vietnamese with the hopes that I can clarify similarities and differences between
function food advertising slogans in English and in Vietnamese in terms of
semantic and syntactic features, supporting for teaching and translating as well as
doing business.
1.2. AIMS AND OBJECTIVES
1.2.1. Aims
The study is aimed:
- To provide learners with a better insight into the semantic and syntactic
features of functional food advertising slogans in English versus Vietnamese.
- To help Vietnamese learners of English be aware of the similarities and
differences in the linguistic features of functional food advertising slogans in
English versus Vietnamese.
- To make it possible for advertisement designers to understand the

formation of slogans more deeply.
1.2.2. Objectives
The study is intended:
- To describe the semantic and syntactic features of functional food
advertising slogans in English and Vietnamese.
- To compare linguistic features of functional food advertising slogans in
English versus Vietnamese.
1.3. SCOPE OF STUDY
The study focuses on the semantic and syntactic features of functional food
advertising slogans in English and Vietnamese. Specifically, semantic features are
confined to the semantic field of these slogans and syntactic features are limited to
the grammatical patterns of these slogans. Such linguistic features as lexical
choice, stylistic devices are beyond the scope of this study.
1.4. RESEARCH QUESTIONS
In order to achieve the above aims and objectives of the study, the research
questions below could be addressed:
1. What are the semantic and syntactic features of functional food advertising
slogans in English?
2. What are the semantic and syntactic features of functional food advertising
slogans in Vietnamese?
3. What are the similarities and the differences between English and
Vietnamese functional food advertising slogans in terms of semantic and syntactic
features?
1.5. SIGNIFICANCE OF THE STUDY

Since the explosion of advertising, we have easily seen it on the mass media
such as magazines, newspapers, television, the Internet, etc. However, not all
advertisements can be successful in attracting the customers attention. That is the
reason why advertisers always try to make their advertisements more attractive and
vivid than other advertisements in order to appeal the customers interest and
promote the products consumption.
With the purpose of doing a research into linguistic features of advertising
slogans for functional food in English and Vietnamese, this study could provide
Vietnamese learners of English and English learners of Vietnamese as a foreign
language with an insight into the semantic and syntactic features of advertising
slogans for functional food in English and Vietnamese. Moreover, the thesis gives
learners a good opportunity to understand more about the English and Vietnamese
cultures which are expected through the use of the advertising language. In
addition, the research provides those who are interested in this area with some
efficient writing strategies to create catchy and persuasive advertising slogans,
particularly in the field for functional food.
1.6. ORGANIZATION OF THE STUDY
The thesis could be structured as follows:
Chapter 1 Introduction deals with the rationale, the aims and objectives, the
research questions, the scope of the study and the organization of the study.
Chapter 2 Literature Review and Theoretical Background provides a
review of previous studies closely related to the study as well as the theoretical
knowledge that lays the theoretical framework for the study.
Chapter 3 Research Design and Methodology presents the research method,
research design, description of samples, data collection, data analysis and research
procedure of the thesis.
Chapter 4 Findings and Discussions includes the analysis of the semantic and
syntactic features of function food advertising slogans in English and Vietnamese.
Accordingly, the similarities and differences between English and Vietnamese
function food advertising slogans in terms of linguistic features are also revealed.
Chapter 5 Conclusions and Implications summarizes the major findings of
the study, gives the implications of the study, points out the limitations of the study
and gives some suggestions for further study.
CHAPTER 2
LITERATURE REVIEW
AND THEORETICAL BACKGROUND
2.1. LITERATURE REVIEW
Advertising language is an interesting and practical topic, which attracts the
attention of many linguists and researchers. In this modern commercial society,
this topic has become heated when continuous studies have been conducted by
several British and American writers and linguists. Different language
researchers have different viewpoints, aims, objectives and research methods to
this heated subject.
In Language of Advertising, Goddard and Peter (1998) consider the
relationship between advertising and culture. They also focus on the interrelation
of language, image and typeface; analyze the concepts and the application of
advertisements.
In Persuasion and Advertising English: Metadiscourse in Slogans and
Headlines, Pedro (2001) studies the metadiscourse devices typically used by
copywriters to construct their slogans and headlines.
In The Discourse of Advertising, Cook (2003) provides a framework for the
analysis of advertising as a discourse genre. In this book, the interaction between
advertising messages, their substance, their surroundings and their influence on the
effectiveness of the advertising are also discussed.
Nguyen Thi Cam Ha (2011) describes the speech acts used in the
advertisement, contrasts the syntactic form and semantic functions of the language
of advertising, and discovers the similarities and differences regarding the
language of advertising in the thesis A Discourse Analysis of the Linguistic

Features of the Advertisement of Food and Drink in English and Vietnamese.
Duong Thi Thao Giang (2012), in A Study of Linguistic Features of Real
Estate Advertisements in English versus Vietnamese, points out the semantic and
syntactic features of real estate advertisements in the two languages. In this thesis,
the researcher just focuses on the sentential forms as the slogans of the
advertisements. The phrasal forms which are often used in the English and
Vietnamese advertisements are not investigated.
Hoang Thi Hong Thuong (2014), in A Contrastive Study of Linguistic
Features of Advertising Slogans For Mobile Electronic Devices in English and
Vietnamese, investigates the similarities and differences in semantic and syntactic
features of advertising slogans for mobile electronic devices in English and
Vietnamese. Nevertheless, the researcher does not give persuasive explanations to
the absence of Vietnamese advertising slogans in forms of adverb and
prepositional phrases.
Although there have been a great number of studies relating to advertising
language, there is hardly a study on the linguistic features of functional food
advertising slogans in English and Vietnamese, particularly on the semantic and
syntactic features has been conducted so far. Therefore, I have decided to conduct
this research entitled A Contrastive Study of Linguistic Features of Functional
Food Advertising Slogans in English and Vietnamese.
2.2. THEORETICAL BACKGROUND
2.2.1. Definition of Terms
2.2.1.1. Advertising
There are various definitions of advertising. However, the following ones
seem to be the most of appropriate for my study.
Advertising is defined by Harris & Seldon (1962) as a public notice
Advertising designed to spread information with a view to promoting the sales of
marketable goods and services. [12]
Another definition given by Cook, G. (2003) states: Advertising means
clearly identifiable, paid for communication in the media, with aims to persuade,
inform or sell. But the word 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.[3]
Or in [22] Advertising is the nonpersonal communication of information
usually paid for and usually persuasive in nature about products, services or ideas
by identified sponsors through the various media.
In summary, advertising is one of the disciplines where the use of language
has to be employed with care in order to deliver the message effectively. The most
important thing is that advertising is a device to arouse consumers attention to a
commodity and induce them to use it. Moreover, it is an art of persuading
consumers about its usefulness, the attraction and the advantage of the product. As
a special practical style, it has its own features in the creative design or in the use
of words.
2.2.1.2. Slogan
Each advertisement normally contains at least a sentence or a phrase acting as
a slogan to attract readers. However, there are a lot of different definitions of
slogan. According to Oxford Advanced Learners Dictionary (2010) Slogan is a

short and striking or memorable phrase used in advertising. For example, we can
easily see it in some banners on streets about pharmaceutical products: Sc khe
l vng in Vietnamese or about foods: finger lickin good in English. And as
defined in Cambridge Advanced Learners Dictionary, it is a short easily
remembered phrase, especially one used to advertise an idea or a product. For
instance, Good food good life is a slogan of Nestl Viet Nam Company.
In short, we can define that slogan is a short phrase that is easy to remember
and is used to advertise something or to express the beliefs of a political party or
other groups. In addition, it is an attention-getting expression (or catchphrase) used
in promoting a product, candidate, or cause. A maker or user of slogans is a
sloganeer, and the frequent use of slogans is called sloganeering.
2.2.1.3. Functional Food
Functional foods have evolved as food and nutrition science has advanced
beyond the treatment of deficiency syndromes to reduction of disease risk. This
position reviews the definition of functional foods, their regulation, and the
scientific evidence supporting this emerging area of food and nutrition. Foods can
no longer be evaluated only in terms of macronutrient and micronutrient content
alone. Analyzing the content of other physiologically active components and
evaluating their role in health promotion will be necessary. The availability of
health-promoting functional foods in the US diet has the potential to help ensure a
healthier population. However, each functional food should be evaluated on the
basis of scientific evidence to ensure appropriate integration into a varied diet.
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2.2.2. Semantic Features

Semantics can be defined as the study of meaning in language. It is central to
the study of communication. Semantics is usually concerned with the meaning
analysis of words, phrases, or sentences. With the same functions, purposes,
functional food advertising slogans may share some common semantic fields such
as the benefits of products, customer-centric strategies, the preeminence of
products, and the use of main product ingredients, numeral and specific customers
of products.
2.2.2.1. The Meaning of Meaning
Hurford and Heasley (2001) state that mean can have the sense of intend
when applied to speakers and authors who use language and it is expressed be
equivalent to when applied to words and sentences. According to them, studying a
theory of meaning involves speaker meaning and word meaning or sentence
meaning. Speaker meaning is what a speaker intends to convey when he uses a
piece of language. Word meaning or sentence meaning is what a word or a
sentence means, that is, what is considered to be equivalent in the language
concerned.
2.2.2.2. Components of Meaning
a. Reference and Sense
a1. Reference
Reference is the relationship between words and the things, actions, events,
and qualities they stand for. [5, p.13]
Reference, in its wider sense would be the relationship between a word or
phrase and entity in the extreme word.
(2.1) The word tree refers to the object tree (the referent) in the real world.
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Reference, in its narrow sense is the relationship between word or phrase

and a specific object.
(2.2) Peters horse would refer to a horse which is owned, ridden by, or in some
way associated with Peter. [5, p.13]
a2. Sense
The sense of a word is its cognitive meaning as determined by its place
within the semantic system of the language.
(2.3) The word mother has the sense of parent and female, in contrast to father
parent and male, both of the words contrasting with child, son and daughter in a set
of related kinship terms. [5, p.14]
The same word may have more than one sense.
(2.4) The word brother in one sense is a kinship term, in another sense it is a
religious term. [5, p.14]
b. Denotative Meaning and Connotative Meaning
b1. Denotative Meaning (Denotation)
Denotation is that part of meaning of a word or phrase that relates it to
phenomena in the real world or in a fictional or possible world. [5, p.17]
(2.5) The denotation of the word bird is a two-legged, winged, egg-laying,
warm-blooded creature with a beak. [5, p.17]
b2. Connotative Meaning (Connotation)
The connotations are the additional meanings that a word or phrase has
beyond its central meaning. These meanings show peoples emotion and attitudes
towards what word or phrase refers to. [5, p.17]
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(2.6) Child could be defined as a young human being but there are many other
characteristics with different people associate with child such as affectionate,
amusing, lovable, sweet, mischievous, noisy, irritating, or grubby. [5, p.17]
In a word, connotations are affective or evaluative association that a word
may have besides denotative meaning. [5, p.17]
2.2.2.3. Semantic Fields
According to Brinton (2000), a semantic field denotes a segment or reality
symbolized by a set of related words [2, p.112]. Besides, Nguyen Hoa (2001)
states that a semantic field is a set of interrelated senses based on a conceptual
field or spectrum [13, p.78]. From the two definitions, the authors say that words
which can be grouped either thematically or ideographically belong to the same
semantic properties or semantic fields.
2.2.3. Syntactic Features
According to Oxford Advanced Learners Dictionary (2010), syntax is the
way that words and phrases are put together to form sentences in a language. In
other words, syntax is a study of the structure of phrases, clauses and sentences.
Syntactic features are parts of speech which are related to elements a word
combined to build larger units (phrases, clauses and sentences) and can be
analyzed by structural style.
Although there are numerous definitions of syntax, it can be concluded that
words, phrases, clauses and sentences are the four main components of syntactic
features. However, according to the description of samples presented in Chapter 3,
only words, phrases and sentence structures are examined in this thesis based on
the viewpoint of Greenbaum (1996) in English Grammar, Trn Hu Mnh (2007)
in Ngn Ng Hc i Chiu C Php Ting Anh Ting Vit and Dip Quang
Ban (2002) in Ng Php Ting Vit Tp 2.
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2.2.3.1. English Words

a. Types of Words
There are two basic types of words in human language simple and
complex. Simple words are those that cannot be broken down into smaller
meaningful units while complex words can be analyzed into constituent parts. The
word houses, for example, is made up of the form house and the plural marker s,
neither of which can be divided into smaller morphemes. While many English
words consist of only one morpheme, others can contain two, three, or more.
[7, p.17]
b. Word Formation
A characteristic of all human being languages is the potential to create new
words. The categories of noun, verb, adjective, and adverb are open in the sense
that new members are constantly being added. The two most common types of
word formation are derivation and compounding, both of which create new words
from already existing morphemes. [7, p.21]
b1. Derivation
Derivation is a process by which affixes combine with roots to create new
words (E.g. in modern-ize, read-er and -er are derivational suffixes).
Derivation is viewed as using existing words to make new words. [7, p.24]
Here are some examples of Derivation:
(2.7) Happi-ness, sad-ness
[7, p.26]
(2.8) Stupid-ity, prior-ity
[7, p.26]
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b2. Compounding
Compounding is a morphological process to create new words by joining 2
or more words (simple or complex). [7, p.30]
Compounding is highly productive in English. Compounds may be found in
all lexical categories, E.g. compound noun: boyfriend; compound verb: teamteach; compound adjective: easy-going. [7, p.30]
Constituent members of a compound are not equal: the lexical category of
the last member of the compound is the same as that of the entire compound; the
first member (the dependent) is often a modifier of the second (the head) of the
compound, E.g. bookstore is a store that sells books. [7, p.30]
Here are some examples of Compounding:
(2.9) day-dream
[7, p.49]
(2.10) storyteller
[7, p.49]
(2.11) house-keeping
[7, p.50]
2.2.3.2. Phrases
a. English Phrases
The English phrases are based on the viewpoint of Greenbaum (1996) in
English Grammar. There are five classes of phrases: noun phrase (N.P), adjective
phrase (Adj.P), verb phrase (V.P), adverb phrase (Adv.P) and prepositional phrase
(Prep.P).
a1. Noun Phrases
Greenbaum (1996) indicates that the noun phrase has as its head a noun, a
pronoun, a nominal adjective or a numeral. [10, p.208]. Noun phrases may have
modifiers. The modifiers can be premodifiers or postmodifiers. Some noun phrases
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have both premodifiers and postmodifiers. Premodifiers comprise all the

modifying or describing constituents before the head.
(2.12) California researchers have reported in the journal Science
[10, p.208]
California is a premodifier because it precedes the head noun researchers,

and Science is a postmodifier because it follows the head noun journal.
Here are some examples of English Noun Phrases:
(2.13) the meeting on Tuesday
Det Head.N
(2.14) a
Det
Prep.P
far-away cottage
Adj
[5, p.27]
Head.N
(2.15) The second old woman living here

Det Det
[5,p.30]
[5, p.30]
Adj Head.N Relative clause
a2. Adjective Phrases

Greenbaum (1996) defined the adjective phrase has as its head an
adjective, which may be preceded by premodifiers and followed by postmodifiers.
[10, p.288]
Premodifiers are mainly adverbs. They could also be intensifiers such as
very, quite, a bit or sort of.
Postmodifiers are usually adverbs, prepositional phrases and various types of
clauses such as to-infinitive clauses, -ing participle clauses, comparative clauses,
etc.
Here are some examples of English Adjective Phrases:
(2.16) too
hot
for comfort
[5, p.57]
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Adv Head.Adj
Prep.P
(2.17) slightly lighter
[16, p.15]
Adv Head.Adj
(2.18) young
in spirit
[16, p.15]
Head.Adj Prep.P
(2.19) more interesting than I thought
Head.Adj
[5, p.57]
Finite Clause
a3. Verb Phrases

A verb phrase consists of a head verb which can be preceded by up to four
auxiliaries. [10, p.246]
There are two functional parts of the verb phrase: The auxiliary is a
grammatical morpheme which carries information about mood, tense, modality and
voice. The main verb is a lexical morpheme which carries its lexical information,
and, usually an inflection.
Here are some examples of English Verb Phrases:
(2.20) Should go (one auxiliary)
(2.21) Have been working (two auxiliaries)
(2.22) Would have been making (three auxiliaries)
(2.23) Must have been being shaken (four auxiliaries)
Greenbaum (1996) also states that verb phrases may be either finite or nonfinite [10, p.251]. A finite verb phrase can occur as the verb of a simple sentence,
the verb of a main clause within a compound sentence or the verb of a subordinate
clause. Meanwhile, a non-finite verb phrase normally cannot function as the verb
of a simple sentence or as the verb of a main clause of a compound sentence. The
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non-finite forms of the verbs are the infinitive (with or without to), the ing
participle, and the ed participle, for example:
(2.24) To smoke like that must be dangerous. (to-infinitive)
[10, p.251]
(2.25) I saw her play tennis with many people yesterday morning.
(infinitive without To)
[10, p.251]
(2.26) At the station, we were met by a man carrying a copy of the Times.
(the ing participle)
[10, p.251]
a4. Prepositional Phrases

A prepositional phrase consists of a preposition followed by a prepositional
complement, which is a noun phrase, a wh-clause or an ing clause. [10, p.143]
Here are some examples of English Prepositional Phrases:
(2.27) We have been living here for 10 years.
[5, p.56]
(2.28) She spoke to the boy with a warm smile.
[5, p.64]
(2.29) Its just a question of what the numbers should be.
[16, p.17]
(2.30) I have to wait till then.
[16, p.17]
b. Vietnamese Phrases
b1. Noun phrases
Dip Quang Ban states that a noun phrase comprises three main parts:
premodifier, head noun and postmodifier.
[1, p.24]
The following example illustrates a noun phrase with the tree mentioned
major parts.
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premodifier
head noun
postmodifier
tt c
nhng
chic
bnh
rn
-3
-2
-1
2
[6, p.91]
The premodifiers indicate the quantity of the head noun. They are the deixis
(ci) or numerals (mt, hai, ba, bn, vi, ba, dm, mi, tng, nhng, cc, my,
mi)
(2.31) Ci bn ny
[6, p.91]
(2.32) Nhng ci bn g y
[6, p.92]
(2.33) Ba ly ch
[6, p.93]
The postmodifiers show the quality of the head noun. They are nouns (N),
verbs (V), adjectives(Adj), numerals (Num) or determiners (Det).
(2.34) Nng thy tinh
[6, p.93]
(2.35) Ci t mu m y
[6, p.99]
(2.36) Nhng ngh y thin ch
[6, p.99]
b2. Adjective Phrases

Dip Quang Ban (2002) indicates that an adjective phrase is also made up of
three main parts premodifier, head adjective and postmodifier. [1, p.100]
The premodifiers are rt, hi, kh which precede the relative adjectives tt,
xu, p, ng, sai, vng, trng, to, nh, va, , xanh, thm, sch the
adjectives that cannot combine with these promodifiers are considered absolute
adjectives. [1, p102]
(2.37) Rt p, hi xu
[1, p.103]
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The words cc, cc k, tuyt, qu can be placed before or after the head
adjective. However, they tend to follow the head to create emphasizing nuances.
[1, p.102]
(2.38) Cc p, tuyt p
[1, p.103]
(2.39) p cc, p tuyt
[1, p.103]
The postmodifiers could be nouns and adverbials.

(2.40) Nhn ny mng ci
[1, p.102]
(2.41) Gii v vn
[1, p.102]
b3. Verb Phrases

Dip Quang Ban (2002) defines that a verb phrase has its head a verb or a
complex of verbs, which may be preceded by promodifiers and followed by
postmodifiers. The premodifers have a subordinate relationship with the
postmodifiers. [1, p.62]
According to Dip Quang Ban (2002), the head as a verb can be dependent
or independent verbs. [1, p.65]
The dependent verbs can be categorized into different groups by their
generalized meanings. The largest dependent verbal group is the modal verbs
which needs following by other verbs to modify the meaning, for example, cn,
nn phi, cn phi, c th, khng th, toan, nh, dm, chu, bun, n, mun,
momg, chc, b, c, phi, bt u, tip tc, ht, thi, [1, p.67]
(2.42) n ng khng th din t cm xc ca h ngay tc th nhng h c th
suy ngh su sc.
Besides, the dependent verbs can stand in front of nouns.
(2.43) ang cn hai th mc
The dependent verbs are also placed before a clause.
[21, p.8]
[1, p.67]
[1, p.67]
[1, p.67]
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(2.44) Chng ti cn cc anh gip cho mt hm na.
[1, p.67]
According to Dip Quang Ban (2002), the independent verbs are able to
stand alone as the main elements of the verb phrase.
[1, p.68]
The independent verbs are the verbs of physical action c, thc hin, ly,
i..., verbs of mental state lo, knh, n, vui, or verbs that can combine with
directional adjuncts i ra, chy vo, tro ln, bc xung, y ra, y li, hiu ra,
ni ra, ho i, qut li Besides, the independent verbs are the verbs that
associate wth substantives, for example, cho, biu, tng, pha, trn, ni, bo, sai,
khin, cho php, , [1, p.63-71]
The premodifiers of the verb phrase can be grouped as follow: [1, p.74-75]
- Words that express the progress of the action and state u, cng, vn, c, cn,
- Words that express the temporal relation of actions and state tng, , va, mi,
ang, s,
- Words that express the negativeness and positiveness khng, chng, ch, c,
cha,...
- Words that express the prohibition and advice ng, ch, hy, phi, cn, nn,
- Words that express the frequency of actions and state thng, hay, nng, t,
him,
- Onomatopoeias and adjectives that modify the main verb t tch ri, o o tun,
kh khng p, tch cc ng gp, c bn hon thnh,
The postmodifiers of verb phrases can be nouns (c sch), verbs (n ng
n ngi), adjectives (vit nhanh), adverbs (c gng ht mnh), demonstrative
pronouns (ti y), interrogative pronoun (hi ai), numerals (chia i), adjuncts
(thuc ri), exclaimation (ku i ).
b4. Prepositional Phrases
[1, p.84]
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In Ng Php Ting Vit 2, Dip Quang Ban does not mention the
prepositional phrases and adverb phrases in Vietnamese.
2.2.3.3. Sentences
a. English Sentence Types
a1. Simple Sentences
A simple sentence is a sentence consisting only one clause and it is
categorized into seven sentence patterns according to the verb patterns including
intransitive verbs, intensive verbs, monotransitive verbs, ditransitive verbs and
complextrasitive verbs. The seven patterns are SV, SVC, SVO, SVA, SVOO, and
SVOA.
[1] SVintransitive
(2.45) The sun is shining.
S
[18, p.721]
Vintrans
[2] SVintensiveC
(2.46) Your dinner seems ready.
S
[18, p.721]
Vintens Cs
[3] SVmonotransitiveO
(2.47) That lecture bored me.
S
[4] SVintensiveA
Vmono Od
[18, p.721]
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(2.48) My office is in the next building.

S
Vintens
[18, p.721]
[5] SVdistransitiveOO
(2.49) I must send my parents a card.
S
Vdistrans
Oi
[18, p.721]
Od
[6] SVcomplextransitiveOC
(2.50) Most students have found her reason helpful.
S
Vcomplextrans
[18, p.721]
Co
[7] SVOA
(2.51) You can put the dish on the table.
S Vcomplextrans O
[18, p.721]
a2. Compound Sentences

A compound sentence consists of two or more coordinated main clauses; the
clauses provide classic instances of paratactic relationship that is they have
equivalent function.
[18, p.987]
[1] Syndetic Coordination Coordinators (coordinating conjunctions) are

present.
(2.52) John bought the ticket and Mary parked the car.
[7, p.90]
(2.53) There was no moon that night and, as a result, they took the wrong turning.
[7, p.90]
[2] Asyndetic Coordination Coordinators are absent but could be supplied.
23
Two simple sentences may be combined into one compound sentence

without any conjunction to link them together. In this case, they must be separated
by a colon, a comma or a semi-colon.
[7, p.90]
(2.54) He is rich but hes unhappy.
[7, p.90]
(2.55) He is rich; hes happy.
[7, p.90]
(2.56) He is rich: hes happy.
[7, p.90]
a3. Complex sentences

A complex sentence consists of only one main clause and it has one or more
subordinate clauses functioning as an element of the sentences. The subordinate
clauses can be nominal, adverbial, adjective, comparative and comment clauses.
Moreover, each of these clauses has its own sub-varieties.
[1] Nominal Clauses
- That Clause
(2.57) I knew that he had to go.
[7, p.92]
- Wh-Clause
(2.58) She shouldnt say why he left so early.
[19, p.92]
- To-infinitive Nominal Clause

(2.59) My wish is to be a pilot.
[19, p.320]
- Bare Infinitive Clause

(2.60) Turn of the tap was all what I did.
[19, p.322]
- Verbless Clause
(2.61) When in Rome, do as the Romans do.
[19, p.322]
24
[2] Adverbial Clauses

-Adverbial clauses of place are introduced by where and wherever.
(2.62) Where the fire had been, we saw nothing but blackened ruins. [19, p.323]
- Adverbial clauses of time are introduced by such subordinator as after,
before, since, until, when, as soon as, etc.
(2.63) Buy your ticket as soon as you reach the station.
[19, p.322]
- Adverbial clauses of condition are introduces by the subordinators if and

unless.
(2.64) He must be lying if he told you that.
[19, p.324]
[3] Comparative Clauses

- Equational and Different Sequences of Correlation
(2.65) The United States spends more on defenses than all the other nations of the
world combined.
[27]
- Enough and Too

(2.66) A secret is either too good to keep or too bad not to tell.
[28]
- So(that) and Such(that)

(2.67) There is no pain so great that time will not soften.
[28]
[4] Comment Clauses

Comment clauses may be disjunct or conjunct.
(2.68) Im not sure what to do, to be honest.
[19, p.236]
25
b. Vietnamese Sentence Types

b1. Simple Sentences
Trn Hu Mnh (2007) defines that simple sentence is the one that contains
only one dependent clause [15, p.322]. He shows that there are also seven common
simple sentence structures in Vietnamese as English. [15, p. 388]
[1] SVintransitive
(2.69) Mt tri ang chiu sng.
S
[15, p. 388]
Vintrans
[2] SVOmonotransitive
(2.70) Bi ging cun ht ti.
S
[15, p. 388]
Vmonotrans O
[3] SVintensiveC
(2.71) H s tr thnh gio vin.
S
Vintens
[15, p. 388]
[4] SVintensiveA
(2.72) H y m qua.
S Vintens
[15, p. 388]
[5] SVdistransitiveOO
(2.73) Nng cho ti mt cun sch.
S Vdistrans Oi
[6] SVcomplestransitiveOC
Od
[15, p. 388]
26
(2.74) H
coi
ng ta nh (l) cha u.
S Vcomplextrans
[15, p. 388]
[7] SVcomplestransitiveOA
(2.75) H
S Vcomplextrains
hn ln gc.
O
[15, p. 388]
2.3. CONCLUDING REMARKS

This chapter has given an overview of the previous researchers and presented
the main features of advertising and advertising slogans in order to lay a theoretical
background of the thesis. Besides, this chapter is also devoted to the presentation
of the semantic and syntactic theory that could serve as the basis on which the
collected data are analyzed and discussed. In the next chapter, the chosen research
design and methodology of the thesis would be presented.
27
CHAPTER 3
RESEARCH DESIGN AND METHODOLOGY
3.1. RESEARCH DESIGN AND METHODS
With the aim of describing and comparing functional food advertising slogans
in English and Vietnamese in terms of semantic and syntactic features, the
descriptive and comparative methods are used in the thesis.
The descriptive method is used to describe and interpret the syntactic and
semantic features of advertising slogans for functional foods in English and
Vietnamese.
The comparative method is used in line with the qualitative and quantitative
method to reveal the frequency of syntactic and semantic features, and to point out
the similarities and differences of these linguistic features of advertising slogans
for functional food in English and Vietnamese.
3.2. DESCRIPTION OF SAMPLES
In order to find out exactly cultural differences, 120 samples in English and
120 samples in Vietnamese are only collected from original functional food
advertising slogans of American and Vietnamese brands on the Internet, magazines
or newspapers. The samples are selected basing on the definition of the advertising
slogans in this thesis.
3.3. DATA COLLECTION
The data in this thesis are mainly collected from the Internet. English slogans
come from official global advertising websites and billboards for functional foods.
Meanwhile, Vietnamese slogans are mostly taken from domestic advertising
websites.
28
3.4. DATA ANALYSIS

Based on the corpuses of advertising slogans for functional foods in English
and Vietnamese, the data analysis is carried out as follow:
- Describing the semantic and syntactic features of functional food advertising
slogans in English and Vietnamese.
- Examining the frequency of semantic and syntactic features of functional
food advertising slogans in English and Vietnamese.
- Comparing to withdraw the similarities and differences in the semantic and
syntactic features of advertising slogans for functional foods in English versus
Vietnamese.
3.5. RESEARCH PROCEDURE
In order to accomplish the study, the following stages will be conducted:
- Collecting samples of advertising slogans for functional foods in English
and Vietnamese from the Internet, newspapers and magazines.
- Describing the semantic and syntactic features of advertising slogans for
functional food in English and Vietnamese.
- Analyzing the frequency of semantic and syntactic features in the whole
collection.
- Comparing to find out the similarities and differences in the semantic and
syntactic features of functional food advertising slogans in English versus
Vietnamese.
29
- Recommending written advertising slogans strategies for advertisement

composers in functional food business and offering pedagogical implications for
teaching and learning English and Vietnamese as a foreign language.
30
CHAPTER 4
FINDINGS AND DISCUSSIONS
This chapter focuses on the description and comparison of functional food
advertising slogans in English and Vietnamese in terms of semantic and syntactic
features. From examining the frequency of these slogans, the similarities and
differences of these linguistic features between two languages are also withdrawn.
4.1. SEMANTIC AND SYNTACTIC FEATURES OF FUNCTIONAL FOOD
ADVERTISING SLOGANS IN ENGLISH AND VIETNAMESE
After selected and analyzed, the data of the thesis could be organized into the
following semantic fields benefits, customer-centric strategies, preeminence, main
product ingredients, numerals and specific customers. These categories are
analyzed syntactically under the types of words, phrases, sentences and mixed
structures. The phrases include noun phrases (N.P), adjective phrases (Adj.P),
verb phrases (V.P), adverb phrases (Adv.P) and prepositional phrases (Pre.P).
Sentences consist of simple sentences, compound sentences. Besides there is
existing type with more than one structure in syntax the researcher has gathered
into one group, namely mixed structures.
4.1.1. Functional Food Advertising Slogans Expressing Benefits
It can be said that benefits are the high priority to attract customers attention.
For this reason, emphasizing on benefits is a brilliant way to boost the popularity
of products. Here are some examples of functional food advertising slogans
expressing benefits.
31
4.1.1.1. Words
(4.1) Gout-free (Uric Acid Reducer) [29]
Compounding
Gout is a common form of inflammatory arthritis - a condition affecting the
joints and musculoskeletal system. It is the phenomena of excess uric acid in
humans body. In Oxford Advanced Learners Dictionary (2010), free is not
restricted or controlled. It can be interpreted from the advertising slogan (4.1)
that Uric Acid Reducer can help the patient escape from the fear of gout.
4.1.1.2. Phrases
[1] Noun Phrases
In English
(4.2) Fair, smooth and perfect skin (Gluta Pearl 250) [30]
Adj
Adj Conj Adj Head.N
According to Oxford Advanced Learners Dictionary (2010), fair means

pale in color, smooth is completely flat and even, without any lumps, holes or
rough areas. The word fair and smooth fully represent the function of giving a
white, bright and smooth skin by enhancing the detoxification function of the liver
which strongly affects the appearance of human skin. As a result, it brings women
a perfect skin with no spotless as expected.
(4.3) Fast absorbing calcium complex for nourishing the bones
Adj
Adj
Head.N
Prep.P
(Calcium Magnesium Complex) [31]
32
It is a product for adult, elderly and osteoporosis that need more special care
for their bones and being provided more calcium and magnesium. As stated in
Oxford Advanced Learners Dictionary (2010), nourish means to keep a person,
an animal or a plant alive and healthy with food, etc. It is a smart idea for the
slogan designer to combine the word nourish with bones, which illustrates
that it is an indispensable food to help bones strong and healthy.
In Vietnamese
(4.4) Ngun dinh dng mi ngy (Spivital Nutri) [64]
N
Head.N
With proper nutrients such as protein, low in fat, vitamin A, antioxidants,

some B vitamins, calcium and magnesium, drinking Spivital two times a day after
meals. It means that every day Spivital provide a complete source of nutrition and
essential for our body.
(4.5) Cng thc cn bng cho tm hn (Nortia) [65]
Head.N
Adj
Prep.P
Nortia is designed with a biological formula to compensate the deficiency of

vitamins and minerals in the daily diet of women, slow the aging process,
strengthen nervous stress. All these factors are suitable for women who are stressed
from tension, which brings a balance to the soul. The use of an attractive word
cn bng makes customers want to buy it immediately.
[2] Verb phrases
In English
33
(4.6) Replenish every day (Brain Health Omega) [32]

V
Adv
As life gets busier and more complicated, it's more important than ever to
keep a sharp focus so it supports brain health to strengthen humans mind from
omega-3 fatty acid DHA. When using replenish which means to make
something full again by replacing what has been used, the composer emphasize
that this product can assist to refresh peoples brain every day.
(4.7) Help keep your heart young (Enzyme Q10 Complex) [33]
V
N.P
Adj
Two verbs help and keep are used in this slogan but keep is the main
verb which presents the intention of the business. In Oxford Advanced Learners
Dictionary (2010), young - the state of having lived or existed for only a short
time is exploited to convey that your heart will stay healthier with daily use.
In Vietnamese
(4.8) Tng cng bo v chc nng gan (Dip H Chu) [66]
V
NP
Its components with mostly Diep Ha Chau plant - slightly sweet, cool, high
detoxification, disinfection,... - Dip H Chu is capable of lowering liver
enzymes, enhancing liver function and preventing the development of virus . Due
to the concentration of antioxidants inhibiting lipid peroxide, DHC is a very
essential to strengthen the protection of liver function.
[3] Adjective phrases
In English
34
(4.9) Leaner than meat, good for your health (All Plant Protein Powder) [34]
Adj1 Conj N
Adj2
Prep.P
Meat is a kind of food providing a range of vitamins, minerals and other

nutrients essential to a number of vital body functions. However, All Plant
Protein Powder is confident to affirm that it is leaner and more nutritious than
meat, which shows the convenience and nutrition in a powder product.
Furthermore, it is surprising that all ingredients are made from plants that are good
for health, especially immunity.
In Vietnamese
(4.10) Thoi mi vn ng (Jointlink) [67]
Adj
Jointlink supports the treatment of arthritis, rheumatism, arthritis,

osteoarthritis, helps muscles strong, and reduces back pain and sore joints,
strengthening the immunity of the body, especially in bones and joints. When the
joints are healthy, the movement is easier and more comfortable.
[4] Prepositional phrases
In English
(4.11) For younger-looking skin (Collagen C+) [35]
Prep
N.P
NeoCell has developed and manufactured the advanced formula of natural

anti-aging over 20 years and is the leading brand Collagen world. Their products
have natural ingredients, not synthetic, and are designed to promote health and
youthful beauty, as well as the well-being of the entire body. With the main
35
ingredient of collagen, it helps maintain the healthiness and flexibility of skin,

bones, joints, muscles, gums, teeth, eyes, blood vessels, nails and hair people
dream about.
In Vietnamese
There are not any functional food advertising slogans in forms of
prepositional phrases expressing benefits.
4.1.1.3. Sentences
[1] Simple Sentences
In English
(4.12) Advanced heart support ON-THE-GO (Core Complex) [36]
S
Adv
Normally, advanced is used to describe the progress or development of

technology or society. In this case, advanced heart is referred to healthy heart.
By the way of sharp replacement, designer has succeeded in leading the slogan
(4.12) at a superior position as opposed to another.
In Vietnamese
(4.13) au tim khng cn l ni lo (Vng Tm Thng) [68]
S
Elderly people often suffer from the common diseases or heart attack, which
make their pain persistent day by day. However, the advent of Vng Tm
Thng with natural ingredients good for our heart, that fear will no longer exist so
they can enjoy the rest of life with a healthy heart.
36
4.1.1.4. Mixed Structures

In English
(4.14) Fat loss Energy Science (Bios Life Slim) [37]
NP
S.Word S.Word
It supplements fiber, vitamins and amino acids for the body, reduces blood
cholesterol and being good for people with high blood pressure. With short and
concise phrases, it entirely sends the companys objectives of helping lose weight
along with a safe and effective method. In the market, many products support the
fat loss quickly but it can affect negatively their health and even cause water loss in
their body. In contrast, this functional food product is recognized for the best safety
method.
In Vietnamese
(4.15) M nm. Sng da. Mt xinh nh hoa (Dng Nhan Hoa Phn) [69]
VP
VP
Dng Nhan Hoa Phn is formulated from 100% natural herbal skin
pigmentation and helps revitalize aging skin, removes freckles, reduces dry skin,
bringing beautiful skin. When using it, you do not need to use any creams because
the product was fully natural ingredients for giving you a whiter skin.
37
Table 4.1. Frequency of Syntactic Feature of English and Vietnamese

Functional Food Advertising Slogans Expressing Benefits
English
Vietnamese
Syntactic Features
Number
Percentage
Number
Percentage
3,5%
0%
N.P
22
38%
9,4%
Adj.P
1,7%
10
11,8%
V.P
25
43,1%
58
68,2%
Prep.P
10,3%
1,18%
1,7%
4,71%
0%
0%
Mixed Structures
1,7%
4,71%
Total
58
100%
85
100%
Words
Phrases
Simple
Sentences
Sentences
Complex
Sentence
From Table 4.1, there are 58 English advertising slogans and 85 Vietnamese
advertising slogans contributing to the semantic field benefits. In English, verb
phrases predominate in the English phrases with 43,1% and noun phrases rank the
38
second with 38%. In Vietnamese, verb phrases rank first with 58 samples (68,2%)
and the second position belongs to adjective phrases with 10 samples (11,8%).
4.1.2. Functional Food Advertising Slogans Expressing Customer-Centric
Strategies
4.1.2.1. Phrases
[1] Noun phrases
In English
(4.16) Nutrients you can trust (Collagen Sport) [38]
N
Relative.Cl
All nutrients necessary for sport players such as gluten, wheat, sugar, lactose
free with no artificial sweeteners or flavors and no fillers or synthetic ingredients in
Collagen Sport are healthy and vital to fill the energy lost in their sport activities.
NeoCell uses the word trust as a certain affirmation of a trustworthy product to
their potential customers.
(4.17) Key nutrients you need daily (Daily Multivitamin) [39]
Adj Head.N
Finite.Cl
As mentioned in some advertising slogans above, the use of second person

addressee you in (4.17) tends to shorten the distance between the product or the
producer and customers, as if Amway is talking directly to their customers, which
makes the message conveyed become sincere, honest and reliable in the customers
viewpoints. According to Oxford Advanced Learners Dictionary (2010), key is
equivalent to most important or essential. From above factors, the advertising
slogan (4.17) imparts a strongly positive impression on customers because they
39
feel that they are being thought of, taken care of and the product is certainly
designed especially for them.
In Vietnamese
There are not any functional food advertising slogans in forms of mixed
structure expressing customer-centric strategies.
[2] Verb phrases
In English
(4.18) Defend your GI system (IntestiFlora 7) [40]
V
NP
In (4.18), the slogan copy writer uses the possessive adjective your
originated from the second person addressee you in order to shorten the distance
between the product or the producer and customers. As a result, Amway Company
can make sincere promises and honest recommendation as if the producer is
talking to customers face to face.
(4.19) Helps you maintain a healthy prostate
V
Pr
NP
(Saw Palmetto and Nettle Root) [41]
In (4.19), the customer orientation is expressed by the verb maintain and

the pronoun you. According to Oxford Advanced Learners Dictionary (2010),
maintain means to make something continue at the same level, standard. The
pronoun you implies the customers personality and aesthetic. In addition, with
antioxidants and phytonutrients aid dietary balance the company affirm that Saw
Palmetto and Nettle Root can always make your prostate stay at the best state.
40
In Vietnamese
There are not any functional food advertising slogans in forms of verb phrases
expressing customer-centric strategies.
In English
prepositional phrases expressing customer-centric strategies.
In Vietnamese
(4.20) V mt tri tim khe mnh cho mi ngi (Alaska) [70]
Prep
NP
Prep.P
Slogan (4.20) shows the joint benefit for the publicity through the phrase
Vcho. Alaska is confirming that it is trying to work for the common health of
all people in the community. This conveys a message of sharing and caring to each
other.
4.1.2.2. Mixed Structures
In English
(4.21) Start your day The healthy way (Healthy Breakfast) [79]
VP
NP
Breakfast can be the most enjoyable, energizing and versatile meal every day
of the week. When every minute counts in the morning, you need a tasty and
nutritious breakfast that takes just seconds to make. A breakfast packed with the
41
right nutritional mix helps you stay healthier so you can continue doing the things
you enjoy.
In Vietnamese
There are not any functional food advertising slogans in forms of mixed
structures expressing customer-centric strategies.
Functional Food Advertising Slogans Expressing Customer-Centric Strategies
English
Vietnamese
Syntactic Features
Number Percentage
Words
Number
Percentage
0%
0%
N.P
33,3%
0%
Adj.P
0%
0%
V.P
55,6%
0%
Prep.P
0%
100%
Simple Sentences
0%
0%
Complex Sentence
0%
0%
Mixed Structures
11,1%
0%
Total
100%
100%
Phrases
Sentences
42
It can be seen from Table 4.2, verb phrases predominate in the English
phrases with 55, 6% and noun phrases also rank the second with 33,3%. Besides,
there are only 2 Vietnamese slogans expressing customer-centric strategies in
forms of preposition phrases.
4.1.3. Functional Food Advertising Slogans Expressing Preeminence
4.1.3.1. Phrases
[1] Noun Phrases
In English
(4.21) Improved Bio-Active Formula (Ivory Caps) [42]
Adj
Adj
Head.N
According to Oxford Advance Learners Dictionary (2010), improved

means to become better than before, which shows that the formula of Ivory
Caps is continuously improved to bring the perfect method to women. Also, in
reality, more and more women in the world put their trust in their tested and
experience method.
(4.22) Optimal nutrition (One Source) [43]
Adj
Head.N
By the way of using optimal an extreme adjective describing the best

possible results, the producer really leave an unforgotten impression to their
buyers. Therefore, it will cause them more curious about what One Source is and
try to collect as much as possible about it. And they realize that it absolutely good
for their muscles and health with real milk, lactose free, gluten free, protein rich,
calcium rich and low fat.
43
In Vietnamese
(4.23) Gii php mi cho thot v a m (Ct Linh Vng) [71]
NP
Prep.P
Ct Linh Vng is the perfect combination between natural herbs created

with vitamin D and calcium to support the treatment and prevention of bone and
joint pain. In addition, the product also has anti-inflammatory effects, enhance
blood circulation to nourish the spine, strengthen the bones strong.
[2] Verb phrases
In English
(4.24) Get the most energy from your food (Natural B Complex) [44]
VP
NP
Prep.P
In (4.24), the product provides a balanced blend of B vitamins, which assist in

the release of energy from fats, carbohydrates, and proteins and helps maintain a
healthy heart. From your daily foods, producer transfer all of them in the form of
tablet which gives enough basic and important nutrients for your body.
(4.25) Design the new you (30 Night Diet) [45]
VP
NP
As stated in Oxford Advance Learners Dictionary (2010), new is not

existing before. With the use of the word new, the product of 30 Night Diet
commits that you will have an attractive appearance by a natural fat loss program.
You is a pronoun but slogan writer is clever to use it as a noun with an intention
of referring to the appearance.
In Vietnamese
44
expressing preeminence.
In English
(4.26) For increased hunger control and energy
Prep
Adj
NP
Conj N
(Personalized Protein Powder) [46]
In (4.26), increased implies getting more protein which can help you feel
fuller longer and assist you with your weight management, fitness and health goals.
It also helps satisfy hunger pangs by adding this fat-free, protein-enriched powder
to your shakes or meals.
In Vietnamese
prepositional phrases expressing preeminence.
4.1.3.2. Sentences
In English
(4.27)Your nose knows the difference (Clear Guard) [47]
S
Your nose will be improved with the help of maintain clear nasal passages
quickly in only three days and receive the protection no matter the season. This is a
very impressive slogan when it is personalized to feel the difference or the
45
specialty of Clear Guard. Moreover, it is considered as a strong urge promoting

the purchase of every promising consumer.
In Vietnamese
There are not any functional food advertising slogans in forms of simple
sentences expressing preeminence.
[2] Complex Sentence
In English
(4.28) Kids say it is great tasting. (Kids Multitarts)[48]
S1
V1 S2 V2
Great used to emphasize an adjective of size or quality and is the extreme

word in every level of tasting or smell. The slogan (4.28) is as a reported
exclamation which perfectly shows the unavoidable attraction of Kids
Multitarts. When advertised, it will leave a strong impression to the consumers
that their kids will love it or it is suitable for them.
In Vietnamese
There are not any functional food advertising slogans in forms of complex
sentences expressing preeminence
46

Functional Food Advertising Slogans Expressing Preeminence
English
Vietnamese
Syntactic Features
Number
Percentage
Number
Percentage
0%
0%
N.P
30%
100%
Adj.P
0%
0%
V.P
30%
0%
Prep.P
20%
0%
10%
0%
10%
0%
Mixed Structures
0%
0%
Total
10
100%
100%
Words
Phrases
Simple
Sentences
Sentences
Complex
Sentence
Table 4.3 shows that English advertising slogans contributing to the

preeminence field up to 10 slogans whereas the numbers of Vietnamese slogans
are only by half (5%). The most popular structure in English is noun phrases and
47
verb phrases with 3 samples, making up to 30% while in Vietnamese only noun
phrases take the largest number with 5 slogans, accounting for 100%.
4.1.4. Functional Food Advertising Slogans Using Main Ingredients
4.1.4.1. Phrases
[1] Noun Phrases
In English
(4.29) A phytonutrient dietary supplement
Det
Adj
Adj
Head.N
(Concentrated Fruits and Vegetables) [49]
"Phyto" refers to the Greek word for plant. Plant foods contain thousands of
natural chemicals. These are called phytonutrients or phytochemicals which help
protect plants from germs, fungi, bugs, and other threats.
(4.30) The anti-aging antioxidant (Antioxidant Complex) [50]
Det
Adj
Head.N
Antioxidants are chemicals that block the activity of other chemicals known
as free radicals. Free radicals are highly reactive and have the potential to cause
damage to cells, including damage that may lead to cancer. The main ingredient is
plant antioxidants that helps protect the bodys cells and heart, promoting a healthy
immune system.
In Vietnamese
(4.31) Cao nhn sm Triu Tin (NutriGinsen) [72]
Adj Head.N Adj
48
Cao Nhn Sm has 26 kinds of gingsenoide (active substance) containing

compounds maltol (anti-aging compounds) and insulin. NutriGinsen combined
with high ginseng along with vitamins and minerals to help increase stamina and
reduce fatigue after working and enhance resistance, restore vitality and memory.
[2] Verb phrases
In English
(4.32) Produces nitric oxide to support energy, vascular and circulatory health
V
To-inf Cl.
(Niteworks) [51]
Nitric oxide is an important cellular signaling molecule involved in many

physiological and pathological processes. It helps keep blood vessels toned and
flexible for healthy vascular function and blood flow to support the function of the
heart, brain and other organs.
(4.33) Provides antioxidant protection and hydration (Green Tea) [52]
V
Adj
Head.N1 Conj Head.N2
Hydrate is a term used to indicate that a substance contains water and

antioxidants are chemicals that block the activity of other chemicals known as free
radicals. With the combination of these substances, your body is protected
completely from free radical damage and the bodys antioxidant activity is
supported.
In Vietnamese
(4.34) Phng v iu tr Gout bng tho dc (Hong Thng Phong) [73]
V Conj V
Prep.P
49
Gout is a disease caused by excess protein in the body. Hong Thng

Phong is a product of plants which help patients quickly get rid of the pain
associated with gout, gout prevention and support.
In English
(4.35) With omega-3 fatty acids from Neptune krill oil (Tri-Shield) [53]
Prep
NP
Prep.P
Neptune krill oil is our premium krill oil, providing Omega-3 with
superior bioavailability and antioxidant content. In krill oil, the EPA and DHA are
attached to phospholipids. This is in contrast to the omega-3 fatty acids in fish oil,
which attach to triglycerides. It is designed to support cardiovascular health.
(4.36) With oregano extract (Candida Complex) [54]
Prep
NP
Oregano is an important culinary and medicinal herb that has been used in
medicine and cooking for thousands of years - with a number of potential health
benefits. When the ingredient of oregano is shown, the buyers will be attracted
more by its function of all-natural and effective yeast infection treatment support.
In Vietnamese
(4.37) Vi sn vi c mp thin nhin (Galepo) [74]
Prep
With the long reputation of shark cartilage, the slogan (4.37) easily attracts
the attention of buyers. There are a large number of nutrients that improve bones
and ensure the resilience in natural shark cartilage.
50
4.1.4.2. Sentences
In English
(4.38) Natures raw Guarana boosts the feeling of energy (N-R-G Tea) [55]
S
Guarana is most commonly used as a stimulant and contains about twice

the caffeine of the coffee bean. It also contains theobromine and theophylline,
other stimulants that affect the central nervous system. The word raw prove that
people will receive a qualified treatment.
In Vietnamese
sentences using main ingredients.
51

Functional Food Advertising Slogans Using Main Ingredients
English
Vietnamese
Syntactic Features
Number
Percentage
Number
Percentage
0%
0%
N.P
20
66,67%
10
76,92%
Adj.P
0%
0%
V.P
10%
15,38%
Prep.P
20%
7,7%
3,33%
0%
0%
0%
Mixed Structures
0%
0%
Total
30
100%
13
100%
Words
Phrases
Simple
Sentences
Sentences
Complex
Sentence
As shown in Table 4.4, in the semantic field of main ingredients, there is a

significant difference between English and Vietnamese advertising slogans in term
of their total number and preference in grammatical categories. The number of
English advertising slogans is 30, more than nearly three times the number of
52
Vietnamese advertising slogans. In terms of grammatical categories, noun phrases

occupy the most percentage of the English structures 66, 67% with 20 samples, and
noun phrases also take the first rank in Vietnamese advertising slogans 76, 92%
with 10 out of 13 slogans.
4.1.5. Functional Food Advertising Slogans Using Numerals
4.1.5.1. Phrases
[1] Noun Phrases
In English
(4.39) 100% natural essence (LIC) [56]
Det
Adj
When using numeral, saving time, bringing the best efficiency as well as high
reliability are the main intentions of writer. Although 100% natural essence is
short, its condensed and concise and easily remembered. Because LIC has been
clinically studied on the safety with no side effects, this weight loss product is very
effective for the effect of making our beauty and health protection.
In Vietnamese
(4.40) 1 kh phch, 1 tri tim Vit (Sn C Mp Blueshark) [75]
NP
NP
Shark cartilage contains glucosamine to help support the development of joint

cartilage and inhibit cartilage destruction oxidation and free of cartilage due to the
impact of the external environment and the body. With the numeral 1..,1.., it
shows the identical factor of product.
[2] Verb phrases
53
In English
(4.41) Bringing wellness to the world since 1969 (Swanson Green) [57]
V
Prep.P
Treasured for centuries as an all-natural health tonic, green tea is packed with
antioxidant polyphenols that neutralize free radicals to protect vital organs and
tissues throughout the body. Our Green Tea Extract is standardized to 60%
polyphenol concentration for guaranteed antioxidant potency in each convenient
capsule.
In Vietnamese
using main ingredients.
4.1.5.2. Sentences
In English
(4.42) Joints feel better in 7 days. (Glucosamine)[58]
S
Adv
Instead of using a phrase a week, the slogan designer exploit 7 days to

extent the function time of the product. It is real because it contains glucosamine
and chondroitin in amounts clinically shown to help protect, lubricate, and cushion
cartilage.
In Vietnamese
54
sentences using main ingredients.
Functional Food Advertising Slogans Using Numerals
English
Vietnamese
Syntactic Features
Number
Percentage
Number
Percentage
0%
0%
N.P
40%
100%
Adj.P
0%
0%
V.P
40%
0%
Prep.P
0%
0%
20%
0%
0%
0%
Mixed Structures
0%
0%
Total
100%
100%
Words
Phrases
Simple
Sentences
Sentences
Complex
Sentence
As can be seen from Table 4.5, 5 English advertising slogans are used in the
numeral field, nearly twice the number of Vietnamese advertising slogans. Among
55
5 English advertising slogans, noun phrases and verb phrases are used the most
with 2 samples (40%). As for Vietnamese samples, there are only 5 advertising
slogans using numerals in forms of noun phrases.
4.1.6. Functional Food Advertising Slogans Expressing Specific Customers
4.1.6.1. Phrases
[1] Noun Phrases
In English
(4.43) The athletes cocktail (Amino 1) [59]
Det
The common meaning of cocktail is a drink usually made from a mixture

of one or more spirits and fruit juice. In (4.43), cocktail is the combination of
low-calorie hydration, bioavailable electrolytes, vitamin B and vitamin C. This
combination is only good and suitable for athletes who need endurance healthy
support.
(4.44) Essential daily nutrition designed for women (Womens Pack) [60]
Adj
Adj
Non-finite.Cl
It is clear for buyer to look for what kind of product is produced for them.
From () we can realize that it is only for women, so it avoids to waste time of
customer by this method of designing slogan. Also, the approach of employing
essential and daily points out it is the indispensable nutrition for women.
In Vietnamese
(4.45) Gii php an ton cho ngi m mu cao (An H Nguyn) [76]
56
Adj
Prep.P
Nattokinase in An H Nguyn works to prevent blocked blood. A blood

clot in the heart prevents blood flow to the heart muscle causing diseases such as
angina and myocardial infarction.
[2] Verb phrases
In English
(4.46) Enhance sexual energy for men (Herbalgra) [61]
V
NP
Prep.P
It is clear for buyer to look for what kind of product is produced for them.
From (4.46) we can realize that it is only for men, so it avoids to waste time of
customer by this method of designing slogan.
In Vietnamese
(4.47) Gip tr n ngon ming, bi b tr no (Sir n Ngon) [77]
VP
VP
Sir n Ngon with L-Lysine, Taurin, DHA, high bone appetite help
children eat more delicious, developing standards for weight and height.
[3] Adjective phrases
In English
There are not any functional food advertising slogans in forms of adjective
phrases expressing specific customers.
In Vietnamese
(4.48) Tt cho ngi bnh tr (Tottri) [78]
57
Adj
Prep.P
The effect of acute treatment has the advantage of hemostasis, analgesic, antiinflammatory bacteria, early regenerating new tissue. Tottri is very effective for
hemorrhoids.
[4] Preposition Phrases
In English
(4.49) For men & women (Rich Slim) [62]
Prep
Rich Slim is the best choice for your weight loss. It is extracted from
natural pure herbs, highly effective for users without causing side effects; supports
reduce fat cells in the body, being especially good for weight loss that use types of
weight loss without effect. Product is good for both men and women.
In Vietnamese
prepositional phrases expressing specific customers.
4.1.6.2. Sentences
In English
(4.50) Healthy kids are happy kids (Healthy Kids) [63]
S
In (4.50), the key factor is expressed by the adjectives healthy and happy
and the repetition of the head noun kids. It presents the relationship between the
58
physical and mental status. Meanwhile, this slogan has a repetitive rhyme /i/
which easily sticks in the listeners memory.
In Vietnamese
sentences expressing specific customers.
Functional Food Advertising Slogans Expressing Specific Customers
English
Vietnamese
Syntactic Features
Number Percentage
Words
Number
Percentage
0%
0%
N.P
50%
58,4%
Adj.P
0%
8,3%
V.P
12,5%
33,3%
Prep.P
25%
0%
Simple Sentences
12,5%
0%
Complex Sentence
0%
0%
Mixed Structures
0%
0%
Total
100%
12
100%
Phrases
Sentences
59
From Table 4.6, among 8 English functional food advertising slogans

expressing specific customer, there are 4 advertising slogans (50%) using noun
phrases which rank the first position as the whole. Preposition phrases are used in 2
English slogans with 25%. Noun phrases in Vietnamese slogans also rank the first
position with 7 out of 12 samples.
4.2. DISCUSSION OF FINDINGS
4.2.1. Distribution of Functional Food Advertising Slogans in English and
Vietnamese in Terms of Semantic Features
By examining all typical semantic fields, the researcher realizes that
functional food advertising slogans in English and Vietnamese could express a
variety of semantic meaning with such semantic fields as benefits, customer
orientation, preeminence main ingredients, numerals and specific customers.
60
Table 4.7. A Statistic Summary of Semantic Features of English and Vietnamese

Functional Food Advertising Slogans
Functional Food Advertising
English
Vietnamese
Slogans
Semantic Features
Number
Percentage
Number
Percentage
Benefits
58
48,3%
85
70,8%
Customer Orientation
7,5%
1,6%
Preeminence
10
8,3%
4,2%
Main Ingredients
30
25%
13
10,8%
Numerals
4,2%
2,5%
Specific Customer
6,7%
12
10%
Total
120
100%
120
100%
As can be seen from Table 4.7, both English and Vietnamese advertising
slogans about benefits occupy the highest number, 58 in English, making up 48,3%
and 85 in Vietnamese, making up 70,8%. It is common that in business benefits are
the key reasons that customers buy the products or services. Therefore,
manufactures tend to highlight the benefits of products in marketing and sales
efforts, especially in advertising slogans to attract customer purchase.
From the statistic summary, the second and third positions of English corpus
belong to main ingredients and preeminence with 30 and 10 samples, making up
61
25% and 8, 3% respectively. The reason is that for functional food products,
consumers are often concerned about the important components that could really
help them improve their health effectively. Therefore, the majority of functional
food advertising slogans using the main ingredients are to capture and care for the
tastes and needs of consumers. The next reason why preeminence ranks the third is
that English-speaking countries are developed countries that have made the
significant progress in medical more frequently than others. By using the key
differentiator, firms aim at attracting more consumers and achieving a better from
positioning on the competitive market. With the similar reason, Vietnamese
functional food companies also use the main ingredients the most second with 13
samples accounting for 10, 8%. However, the Vietnamese functional food
advertising slogans in the preeminence field is half of the English ones. Regarding
the cultural factor, according to Trn Ngc Thm (1996) in Tm v Bn Sc Vn
ha Vit Nam, Vietnam belongs to the cultivation culture, they tend to live in a
stable place for harvest and depend much on nature. Therefore, they develop a
sense of respecting the nature and desire to live in harmony with nature. As a
result, they are afraid of changes and do not have ambition to conquer the nature.
This cultural characteristic may prove that Vietnamese people are not willing to get
challenges to invent new things.
4.2.2. Distribution of Functional Food Advertising Slogans in English and
Vietnamese in Terms of Syntactic Features
62
Table 4.8. A Statistic Summary of Syntactic Features of English and Vietnamese

Functional Food Advertising Slogans
Syntactic Features
English
Number
Words
Vietnamese
Percentage
Number
Percentage
1,6%
0%
N.P
54
45%
33
27,5%
Adj.P
0,8%
11
9,3%
V.P
39
32,5%
64
53,3%
Prep.P
16
13,3%
3,3%
4,2%
3,3%
0,8%
0%
Mixed Structures
1,6%
3,3%
Total
120
100%
120
Phrases
Simple
Sentences
Sentences
Complex
Sentences
100%
As can be seen from Table 4.8, the number of words, phrases, sentences and
mixed structures in English Advertising slogans are 2, 110, 6 and 2 samples, and in
Vietnamese are 0, 112, 4 and 4 samples. This occurrence shows that phrases are
63
mostly used in the advertising slogans of the two languages because they can
deliver the message more briefly than the sentences and the mixed structures.
In terms of noun and verb phrases, Table 4.8 shows that noun phrases in
English rank the first position with 45% while this kind of structure only makes up
27,5% in Vietnamese and ranks the second. However, in Vietnamese advertising
slogans, verb phrases take up the highest percentage with 53, 3%, whereas this
structure occupies only 32, 5% in English. The occurrence of noun phrases and
verb phrases in the two languages proves that Vietnamese advertising slogans have
a tendency to use more verb phrases while English advertising slogans prefer using
noun phrases. According to Trn Ngc Thm (1996), in community organization,
Vietnamese people have a flexible lifestyle. This leads to the flexibility in
Vietnamese speech in which Vietnamese people prefer using verbal structures.
English people, on the other hand, prefer using nominal structures.
Noticeably, in form of adjective phrases, Vietnamese advertising slogans
occupy a larger proportion than English advertising slogans (9,3% versus 0,8%).
This could be explained by Trn Ngc Thm (2000) in C s vn ha Vit Nam
that since Vietnamese people appreciate the segmental life, they tend to use more
adjectives to express their emotions.
Regarding the sentence structure, English and Vietnamese advertising slogans
seem equal in forms of simple sentences (4,2% and 3,3%, respectively), while the
number of complex sentences in both languages range from 0 to 1 samples. The
reason is that simple sentence is short and concise that can create emphasizing
strong effect on the advertising slogan, making easy to remember.
64
The occurrence of mixed structures in both English and Vietnamese are not
common with only 1, 6% and 3, 3% respectively. This may be because this kind of
syntactic pattern is complicated and difficult to attract the customers attention.
4.3.
SIMILARITIES
AND
DIFFERENCES
OF
SEMANTIC
AND
SYNTACTIC FEATURES OF FUNCTIONAL FOOD ADVERTISING

SLOGANS IN ENGLISH VERSUS VIETNAMESE
4.3.1. Similarities and Differences in Semantic Features of Functional Food
Advertising Slogans in English versus Vietnamese
4.3.1.1. Similarities
There are some similarities in the semantic features of functional food
advertising slogans in English and Vietnamese. Firstly, both English and
Vietnamese functional food advertising slogans occur in six semantic fields:
benefits, customer orientation, preeminence, main ingredients, numerals and
specific customers. Among these semantic fields, benefits makes up the highest
percentage in the two languages with 48,3% and 70,8% respectively, ranking the
first position as the whole. And the next similarity is that the proportion of English
and Vietnamese advertising slogans using numerals is relatively with 5% in
English and 3% in Vietnamese.
4.3.1.2. Differences
Semantically, there are some different points between English and
Vietnamese functional food advertising slogans.
The first difference relates to the occurrence of such semantic fields as
customer orientation, preeminence and specific customer in the two languages.
Preeminence and customer orientation take the second and the third positions of
65
the whole English corpus with 8, 3% and 7, 5%. These fields in Vietnamese,
however, rank the fourth and the sixth positions. Also, the numbers of functional
food advertising slogans expressing preeminence in English are double those in
Vietnamese.
4.3.2. Similarities and Differences in Syntactic Features of Functional Food
Advertising Slogans in English versus Vietnamese
4.3.2.1. Similarities
There are some similarities in the syntactic features of English and
Vietnamese functional food advertising slogans.
First, both English and Vietnamese advertising slogans share the same
syntactic patterns in forms of noun phrases, adjective phrases, verb phrases
preposition phrases, simple sentences, complex sentences and mixed structures.
Second, in both English and Vietnamese advertising slogans, phrases take up
the highest percentage. The sentences rank the second with 6 samples in English
and 4 samples in Vietnamese. The last position belongs to the mixed structures
with 1, 6% in English and 3, 3% in Vietnamese.
Third, among the phrasal structures, verb phrases and noun phrases are
predominant with 32, 5% in English and 27, 5% in Vietnamese. The reason is that
noun and verb are the two basic parts of speech in both language and are frequently
used in daily to express actions, activities, feeling and status of human beings.
Finally, mixed structures are used in both English and Vietnamese functional
food advertising slogans are relatively equal with 2 samples in English and 4
samples in Vietnamese.
4.3.2.2. Differences
66
Some differences in the syntactic features of English and Vietnamese

advertising slogans for functional foods can be withdrawn as follows:
First of all, noun phrases appear most in English advertising slogans with
45%while verb phrases takes up the highest proportion in Vietnamese advertising
slogans with 53, 3%. As mentioned in the Discussion of Findings section, the
reason to this occurrence is that English people tend to use nominal phrases
whereas Vietnamese people prefer the verbal phrases.
Furthermore, adjective phrases are used more in Vietnamese advertising
slogans than in English. This has been proved in the Discussion of Findings section
that Vietnamese people belonging to collectivism culture, they often share their life
and feeling with other people in the community. Adjective as emotive and exciting
words are, therefore, use by Vietnamese people to impart their feelings.
67
CHAPTER 5
CONCLUSIONS AND IMPLICATIONS
5.1. CONCLUSIONS
In the previous chapters, the research has described, analyzed and compared
the syntactic and semantic features of functional food advertising slogans in
English and Vietnamese. This helps learners of English and Vietnamese be aware
of the similarities and differences between the two kinds of advertising slogans so
that they can understand the messages in these advertising slogans correctly as well
as apply in creating similar advertising slogans effectively.
Syntactically, analyzed advertising slogans in the two languages are under
phrasal, sentential and mixed structures. The phrasal structures are categorized into
noun phrases, adjective phrases, verb phrases, preposition phrases. The sentence
structures are classified into simple sentences and complex sentences. The mixed
structures are the combination of different structures used in the advertising
slogans. Among these structures, phrases especially noun and verb are mostly used
in the whole English and Vietnamese corpus.
Semantically, the collected advertising slogans for functional food in English
and Vietnamese are presented in six semantic fields including benefits, centriccustomer strategies, preeminence, main ingredients, numerals and specific
customer. Among these fields, benefit is the most popular semantic field in the two
languages; the second and the third positions belong to main ingredients and
preeminence in both English and Vietnamese.
68
5.2. IMPLICATIONS
5.2.1. Implications for Teachers
There are a number of benefits this thesis brings to the teachers. First of all,
this thesis provides a good source of English and Vietnamese functional food
advertising slogans for teaching materials at school, especially at colleges majored
in marketing. With this thesis, teachers could have a deeply understanding about
the similarities and differences in syntactic and semantic features of English and
Vietnamese advertising slogans for functional foods.
5.2.2. Implications for Learners
This study will help the learners of English and Vietnamese a s a foreign
language understand the similarities and differences of functional food advertising
slogans in Vietnamese and in English in terms of the syntactic and semantic
features. Moreover, learners can enhance their knowledge of English and
Vietnamese culture which is reflected on the language used in the advertising
slogans. As a result, they can develop their skills of writing efficient functional
food advertising slogans as well as for other fields in English and Vietnamese.
5.2.3. Implications for Advertising Designers
The result of the thesis could help the advertisement composers with skills to
write efficient advertising slogans for functional foods in English and Vietnamese.
In order to create a catchy and persuasive advertising slogan, it is necessary for the
composers should take a privilege of using phrases and simple sentences to create
the briefness and conciseness to the advertising slogans.
69
5.3. LIMITATIONS
Due to the limitation of time, reference materials and the researchers
knowledge, this thesis cannot cover all aspects of linguistic features of functional
food advertising slogans in English and Vietnamese.
5.4. SUGGESTIONS FOR FURTHER RESEARCH
- A contrastive study of Metaphor of functional food advertising slogans in
English and Vietnamese
- A contrastive study of pragmatic and cultural aspects of functional food
advertising slogans in English and Vietnamese
70
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SOURCES OF DATA
[22] http://public.wsu.edu/~taflinge/addefine.html
[23] http://www.unicity.com/vnm/salmon-omega-3-oil/
[24] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Natural-BComplex?itemno=A4206&dsNav=N:4294966643
[25] http://www.thuonghieumanh.vn/company_product.php?product_id=915
[26] http://pato.vn/dinh-duong-hang-hieu/vision-chromevital-tang-cuong-hemien-dich.html
[27] http://grammar.about.com/od/c/g/comparativeclauseterm.htm
[28] http://www/scribd.com/doc/29761022/The-Syntax-of-Proverbs-Plg
[29] http://www.lazada.vn/giam-axit-uric-bang-thao-duoc-khong-gay-hai-ganesteem-uric-acid-reducer-292552.html
[30] http://www.phanapharma.com.vn/san-pham/san-pham-lam-dep-da/thucpham-chuc-nang--vien-nang-gluta-pearl-250--giup-da-trang-sang-min
[31] http://www.unicity.com/vnm/calcium-magnesium-complex/
[32] http://www.amway.com/Shop/Product/Product.aspx/WELLSONA-BrainHealth-Omega?itemno=110101&dsNav=N:4294966644
[33] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-CoEnzymeQ10-Complex?itemno=A8601&dsNav=N:4294966643
[34] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-All-PlantProtein-Powder?itemno=110415&dsNav=N:4294966643
[35] http://www.lazada.vn/vien-uong-lam-dep-da-propharm-usa-collagen-30vien-316379.html
[36] http://catalog.herbalife.com/Catalog/en-US/Targeted-Nutrition/HeartHealth/Core-Complex-with-CoQ10-Plus
[37] http://www.unicity.com/vnm/bios-life-slim/
74
[38] http://www.lazada.vn/dinh-duong-the-thao-neocell-collagen-sport-ultimaterecovery-complex-chocolate-675g-955382.html
[39] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-DailyMultivitamin-Multimineral180Tablets?itemno=A4230&dsNav=N:4294966633
[40] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-IntestiFlora7?itemno=AA0114&dsNav=N:4294966636
[41] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Saw-Palmettoand-Nettle-Root?itemno=A8004&dsNav=N:4294966642
[42] http://www.lazada.vn/vien-uong-trang-da-va-tri-nam-ivory-caps-gc01-01glutathione-complex-1500mg-60-vien-944538.html
[43] http://www.lazada.vn/sua-bot-dinh-duong-huong-so-co-la-onesourceoptimal-nutrition-chocolate-400g-344294.html
[44] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Natural-BComplex?itemno=A4206&dsNav=N:4294966643
[45] http://www.lazada.vn/thuoc-giam-can-30-night-diet-creative-bioscience-60vien-966278.html
[46] http://catalog.herbalife.com/Catalog/en-US/WeightManagement/Enhancers/Personalized-Protein-Powder#
[47] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-ClearGuardDietary-Supplement?itemno=102735&dsNav=N:4294966639
[48] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-KidsMultitarts-Chewable-Multivitamin-MultimineralSupplement?itemno=104276&dsNav=N:4294966637
[49] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-ConcentratedFruits-and-Vegetables?itemno=100648&dsNav=N:4294966645
[50] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-AntioxidantComplex?itemno=A8603&dsNav=N:4294966645
75
[51] http://catalog.herbalife.com/Catalog/en-US/Targeted-Nutrition/HeartHealth/Niteworks#
[52] http://catalog.herbalife.com/Catalog/en-US/Energy-Fitness/EnergyFitness/Green-Tea#
[53] http://catalog.herbalife.com/Catalog/en-US/Targeted-Nutrition/HeartHealth/Tri-Shield#
[54] http://www.lazada.vn/bo-san-pham-giam-mo-danh-cho-nguoi-co-than-hinhqua-kho-gordexus-233134.html
[55] http://catalog.herbalife.com/Catalog/en-US/Energy-Fitness/EnergyFitness/N-R-G-Natures-Raw-Guarana-Tea#
[56] http://www.lazada.vn/vien-uong-giam-can-lic-weight-loss-natural-way-60vien-350783.html
[57] http://www.lazada.vn/vien-uong-chong-lao-hoa-swanson-green-tea-500mg100-vien-107797.html
[58] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Glucosamine7-240-tablets-60-day-supply?itemno=106964&dsNav=N:4294966631
[59] http://www.lazada.vn/thuc-pham-bo-sung-amino-axit-musclepharm-aminocherry-limeade-460g-161408.html
[60] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Women-sPack?itemno=105481&dsNav=N:4294966635-4294963923
[61] http://www.phanapharma.com.vn/san-pham/san-pham-ve-sinh-ly-namgioi/thuc-pham-chuc-nang-vien-nang-herbalgra-cho-nam-gioi--thao-duocho-tro-phong-do-dan-ong
[62] http://www.lazada.vn/vien-uong-giam-can-rich-slim-60-vien-333809.html
[63] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Healthy-KidsCombo-Fruit-Punch-flavor?itemno=114048&dsNav=N:4294966637
[64] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-Lecithin-EChewables?itemno=A4042&dsNav=N:4294966645
76
[65] http://www.lazada.vn/vien-uong-golden-care-bio-collagen-120-vien953847.html
[66] http://www.unicity.com/vnm/bios-life-c/
[67] http://www.phytopharma.vn/index.php/vi/san-pham/thuc-pham-chucnang/item/4-move-flex
[68] http://trunature.net/products/cranberry-extract/cranberry-urinary-tractsoftgels-220
[69] http://www.amway.com/Shop/Product/Product.aspx/Nutrilite-DigestiveEnzyme-Complex?itemno=A8903&dsNav=N:4294966636
[70] http://www.lazada.vn/giao-co-lam-thien-bao-2-hop-x-60-vien-49353.html
[71] https://www.youtube.com/watch?v=m3U0BwJI6D8
[73] http://www.duocphamchauhung.com/index.php?module=product&task
=viewDetail&id=4
[75] https://www.youtube.com/watch?v=0Hmtfx7ksjE
[76] https://www.youtube.com/watch?v=9AfZZlObmDI&list=PLzJ2Ehjz
LAxGEERbk_EMgJx5ONWNdZci
[77] http://www.abipha.com.vn/?q=sanpham/siro-%C4%83n-ngon
[78] https://www.youtube.com/watch?v=PURDszDAFs&list=PLzJ2EhjzLAxGE3ERbk_EMgJx5ONWNdZci&index=2
[79] http://products.herbalife.com.au/healthy-breakfast?SHL=1

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(1.2) Get the most energy from your food

(1.3) Cao nhn sm Triu Tin

(1.4) Ti khng s gt.

Slogans in general and advertising slogans in particular are said to be one of

- To make it possible for advertisement designers to understand the

1.5. SIGNIFICANCE OF THE STUDY

language of advertising in the thesis A Discourse Analysis of the Linguistic

slogan. According to Oxford Advanced Learners Dictionary (2010) Slogan is a

2.2.2. Semantic Features

Reference, in its narrow sense is the relationship between word or phrase

2.2.3.1. English Words

(2.8) Stupid-ity, prior-ity

have both premodifiers and postmodifiers. Premodifiers comprise all the

California is a premodifier because it precedes the head noun researchers,

(2.15) The second old woman living here

Adj Head.N Relative clause

a2. Adjective Phrases

(2.17) slightly lighter

a3. Verb Phrases

a4. Prepositional Phrases

(2.28) She spoke to the boy with a warm smile.

(2.29) Its just a question of what the numbers should be.

(2.30) I have to wait till then.

(2.36) Nhng ngh y thin ch

b2. Adjective Phrases

(2.39) p cc, p tuyt

The postmodifiers could be nouns and adverbials.

b3. Verb Phrases

(2.44) Chng ti cn cc anh gip cho mt hm na.

(2.48) My office is in the next building.

a2. Compound Sentences

[1] Syndetic Coordination Coordinators (coordinating conjunctions) are

Two simple sentences may be combined into one compound sentence

(2.54) He is rich but hes unhappy.

(2.55) He is rich; hes happy.

(2.56) He is rich: hes happy.

a3. Complex sentences

- To-infinitive Nominal Clause

- Bare Infinitive Clause

[2] Adverbial Clauses

- Adverbial clauses of condition are introduces by the subordinators if and

[3] Comparative Clauses

- Enough and Too

- So(that) and Such(that)

[4] Comment Clauses

b. Vietnamese Sentence Types

2.3. CONCLUDING REMARKS

3.4. DATA ANALYSIS

- Recommending written advertising slogans strategies for advertisement

Adj Conj Adj Head.N

According to Oxford Advanced Learners Dictionary (2010), fair means

With proper nutrients such as protein, low in fat, vitamin A, antioxidants,

Nortia is designed with a biological formula to compensate the deficiency of

(4.6) Replenish every day (Brain Health Omega) [32]

Meat is a kind of food providing a range of vitamins, minerals and other

Jointlink supports the treatment of arthritis, rheumatism, arthritis,

NeoCell has developed and manufactured the advanced formula of natural

ingredient of collagen, it helps maintain the healthiness and flexibility of skin,

Normally, advanced is used to describe the progress or development of

4.1.1.4. Mixed Structures

Table 4.1. Frequency of Syntactic Feature of English and Vietnamese