AN INVESTIGAITON INTO COHESIVE DEVICES USED IN HEALTH CARE ADVERTISEMNETS ON AMERICAN TELEVISION
Language of advertising is a very special communicative form in society with customers through given products or services in which language has its own characteristics that make it different from the other languages. Therefore, the thesis aims at analyzing healthcare advertisements on Americ...
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| 其他作者: | |
| 格式: | Luận văn |
| 語言: | Vietnamese |
| 出版: |
Trường Đại học Ngoại ngữ, Đại học Đà Nẵng
2025
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| 在線閱讀: | https://data.ufl.udn.vn/handle/UFL/1728 |
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| Thư viện lưu trữ: | Trường Đại học Ngoại ngữ - Đại học Đà Nẵng |
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| 總結: | Language of advertising is a very special communicative form in
society with customers through given products or services in which language
has its own characteristics that make it different from the other languages.
Therefore, the thesis aims at analyzing healthcare advertisements on
American television in terms of layout, cohesive devices. The descriptive
method is employed to give detailed description of some typical features in
healthcare television advertisements and the qualitative research approach
was used for compiling the primary data of this thesis. The data for the
theoretical study of this paper was gathered from linguistic books and the
Internet. In addition, the study is based on a survey of 50 healthcare
advertising video clips which were collected from American television
channels. The findings show that healthcare television advertisements display
a general layout with five parts: The Headline, the Body Copy, the
Illustrations, the Signature Scenes and the Standing details. The grammatical
cohesive devices such as reference, conjunctions, substitution and ellipsis as
well as the lexical cohesive devices, reiteration and collocation are used with
a large number in the healthcare television advertisements. It is hoped that the
result of this study will really help viewers/customers understand the language
of television advertising easily to make a right decision in choosing healthcare
products/services. Especially, the result of the research is really useful for
those who are interested in healthcare advertising on television and work for
advertising agencies. |
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