A study on linguistic features of overstatements in english and vietnamese advertisements in the hospitality industry
Nowadays, advertisements are becoming an indispensable part in our daily lives. Most studies of advertisements concentrate on different aspects of the persuasive strategies, such as language, visual design, or psychology. Nonetheless, little has been conducted about the pragmatic features of o...
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| Формат: | Bài viết |
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| Язык: | English |
| Опубликовано: |
Đại học Ngoại ngữ, Đại học Đà Nẵng
2025
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| Предметы: | |
| Online-ссылка: | https://data.ufl.udn.vn/handle/UFL/1164 |
| Метки: |
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| Thư viện lưu trữ: | Trường Đại học Ngoại ngữ - Đại học Đà Nẵng |
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| Итог: | Nowadays, advertisements are becoming an indispensable part in our daily lives.
Most studies of advertisements concentrate on different aspects of the persuasive
strategies, such as language, visual design, or psychology. Nonetheless, little has been
conducted about the pragmatic features of overstatements in advertisements, especially
in the hospitality industry. This research will thoroughly analyze the pragmatic features
of overstatements in 50 English and 50 Vietnamese advertisements collected from the
official website of the most famous hotels and resorts in the USA and Vietnam based on
their obedience and flouting of Grice’s Cooperative Principles and Leech’s Politeness
Principles by using a combination of qualitative and quantitative approaches. The
findings suggest that overstatements are frequently used in both English and Vietnamese
advertisements in the hospitality industry. The study also reveals that overstatements in
both languages are primarily used to persuade potential customers to choose the
advertised product or service. In terms of the pragmatic features of overstatements, the
study shows that overstatements in English advertisements tend to be more direct and
explicit than in Vietnamese advertisements. Additionally, it appears that cultural factors
may influence the use of overstatements in advertisements. Overall, this study
contributes to the understanding of how overstatements are used in advertisements in
different languages and cultural contexts. |
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