A discourse analysis of fundraising letters in english and vietnamese
Fundraising is largely a persuasive activity that seeks to convince donors to contribute to a worthy cause. Based on the theories of discourse analysis, this thesis conducts a discourse analysis of English and Vietnamese fundraising letters in order to discover some typical discourse features...
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| Natura: | Tesi |
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| Lingua: | English |
| Pubblicazione: |
Đại học Ngoại ngữ, Đại học Đà Nẵng
2025
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| Soggetti: | |
| Accesso online: | https://data.ufl.udn.vn/handle/UFL/1186 |
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| Thư viện lưu trữ: | Trường Đại học Ngoại ngữ - Đại học Đà Nẵng |
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| Riassunto: | Fundraising is largely a persuasive activity that seeks to convince donors
to contribute to a worthy cause. Based on the theories of discourse analysis,
this thesis conducts a discourse analysis of English and Vietnamese
fundraising letters in order to discover some typical discourse features and
then find out the similarities and differences between fundraising letters in
English and Vietnamese in terms of the layout, persuasive strategies and
cohesive devices. Forty samples of English fundraising letters (EFLs) and
fourth samples of Vietnamese fundraising letters (VFLs) were collected in
both the form of direct mails and online mails which conform to the format of
a formal letter.
After describing, classifying and analyzing the layout, persuasive
strategies and cohesive devices of fundraising letters in English and
Vietnamese, we compare and contrast the above linguistic aspects to find out
the similarities and differences between the two languages. In terms of the
layout, EFLs and VFLs consist of seven structural elements to construct the
format of a formal letters and seven moves: 1) get attention, 2) introduce the
cause and/or establish credentials of organization, 3) solicit response, 4)
offer incentive, 5) reference insert, 6) express gratitude, and 7) conclude with
pleasantries which based on ―Discourse on the move‖ (Biber et al 2007).
With the regard to persuasive strategies, the study analyses the three appeal
categories of Aristotelian persuasion: rational (logos), credibility (ethos) and
affective/emotional (pathos) developed by Connor and Gladkov (2004). For
the cohesive devices, the thesis studies both lexical cohesion and grammatical
cohesion. It is hoped that the results of this study can be helpful for teachers,
learners of English as well as letter writing practitioners. |
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