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In this study, the researcher chooses to analyze the advertising slogans of some worldfamous food and drink products in English for some main reasons. First of all, when those
products can be called famous, they must be successful in many aspects. They may have a
special secret of creating a great or even unique taste or they may have a long history of
building their own prestige and class. But one thing that can be ensured is their successful
advertising campaigns in which slogans play a vital part. The investigation into those slogans
will hopefully reveal interesting features in language used in slogans in general and food and
drink slogans in particular. Second, food and drink products play a very important part in our
daily life as an indispensible demand, so they have a wide scope of activities with customers
of different ages, backgrounds, religions, beliefs and values. In this way, the slogans of those
products, in a current competitive market today, need to be created with a very careful choice
of language to persuade their wide variety of demanding customers. Hence, an investigation
into linguistic features of advertising slogans can be of great value to producers if they want
to create a persuasive and effective slogan to advertise their products. Last but not least,
investigations into slogans in general and into linguistic features of slogans in particular are
limited and outnumbered by investigations into other fields of advertising. In fact, while there
exist quite a lot of papers on advertising language, there are only a few studies on linguistic
features of slogans such as An investigation into the style of the English language used in
advertising slogans issued by some world-famous airlines (Bui, 2008) or Presupposition
and implicature in English and Vietnamese advertising slogans (Tran, 2007). However,
these studies only yield insight into some surface linguistic features of slogans or they only
analyze slogans in light of some sub-branches of pragmatics. Moreover, this is the first time
slogans for food and drink products have been discussed among MA theses in ULIS and
becomes one of the few papers on food and drink slogans in the world.
For all the reasons mentioned above and be motivated by previous studies, a study
entitled: A descriptive analysis of linguistic features of advertising language used in
English slogans for food and drink products is carried out. By conducting this study, the
researcher hopes to gain better insight into the most significant linguistic features of the
advertising language used in English slogans for food and drink products. This study with its
results is hoped to be served as an invaluable source of reference for teachers and learners of
English as a foreign language, translators, advertisers and those who concern themselves
about this subject matter.
1.2 Aims of the study
The objective of this study is to investigate the advertising slogans for food and drink
products in the phonological, lexical, syntactic and semantic aspects to draw out the most
significant linguistic features of advertising language used in these English slogans.
Moreover, the study also grasps some implications especially in ways of creating an effective
slogan for food and drink products in the Vietnamese context to achieve success for the
brands.
1.3 Research question
In brief, the study seeks the answers to this research question:
What are the most significant linguistic features of food and drink slogans in English?
Specifically, the linguistic features of slogans are analyzed based on these four
different levels: phonological, lexical, syntactic and semantic levels.
1.4 Scope of the study
Within a shortage of time and the limited scale of a M.A thesis, the researcher only
investigates into 112 food and drink English slogans in print advertisements which are listed
in one of the most famous website with a large database of English advertising slogans
adslogans.co.uk instead of analyzing advertising slogans of all fields and from all sources.
Moreover, the study deals with English slogans for food and drink products in four linguistic
aspects, namely syntactic features from the aspect of sentence complexity, semantic features
including some figures of speech, phonological features including some rhetorical sound
devices , and lexical ones which refer to some most frequently-used words in advertising
language. Stylistic features or some other extra-linguistic factors such as typography and
layout are excluded. This choice of areas to be discussed, therefore, helps the researcher
obtain insight into the subject matter in a careful and thorough way in order to provide the
most valuable results.
1.5 Methodology
This study has used descriptive and analytic methods as it involves a collection of
techniques used to specify, delineate, or describe naturally occurring phenomena without
experimental manipulation (Seliger & Shohamy, 1989:124). These methods have been
utilized to analyze and describe the frequency of the occurrence of some linguistic phenomena
in food and drink slogans. The descriptive method helps provide in-depth descriptions of food
and drink slogans and the analytic method helps identify and isolate certain aspects to focus
on.
The study has also used a combination of both qualitative and quantitative methods. The
quantitative method has been deployed in collecting and processing the data and the
qualitative method is necessary to establish the theoretical framework, examine the data and
draw conclusions.
DEVELOPMENT
2.1 LITERATURE REVIEW
ADVERTISING AS A DISCOURSE
Discourse and discourse analysis
According to Widdowson (2000:8), discourse is a use of sentences in order to perform
acts for communication purposes which cohere into bigger communicative components and set
up a rhetorical model which characterizes language pieces as a whole type of communication.
Yule (1996: 139) defines discourse analysis as follows:
In the study of language, some of the most interesting questions arise in
connection with the way language is used, rather than what its components
areWe were, in effect, asking how it is language users interpret what other
language users intend to convey. When we carry this investigation further and
ask how it is that we, as language users, make sense of what we read in texts,
understand what speakers mean despite what they say, recognize connected as
opposed to jumbled or incoherent discourse, and successfully take part in that
complex activity called conversation, we are undertaking what is known
discourse analysis.
Advertising as a discourse: Advertisements as Texts
Register can be defined as a set of lexical and grammatical features that come with and
help to identify discourse that occurs in a particular recurrent situation (Johnstone, 2002:147).
With respect to advertising as a genre, Trosborg (1997:9) states that the defining criterion of
any genre is the communicative purpose that it is intended to fulfill. Advertising as a genre
can be classified under the category of appeal-oriented texts, having the predominant
functions of persuasion. In commercial advertising, form and content are at one in their
overall goal of arousing consumer response (Reiss, 2000:38). To sum up, it is also shown
that the ultimate communicative purpose of advertising genre is persuasion.
ADVERTISING AND ADVERTISING SLOGANS
Definitions of advertising
From a linguistics perspective, Adler (1985:25) defines advertising as a
communicative situation in which language can function in reference to the purposes and
real possibilities of this type of communication. With a different view on advertising,
Goddard (1998:10) focuses on the aim of advertising with these words below:
Advertising is not just about the commercial promotion of branched products
but can also encompass the idea of texts whose intention is to enhance the
image of an individual, group or organization.
explains for its frequency in advertisements (Myers, 1994:50-51). They begin with either
what or how and continue with a subject-verb verb pattern. (Biber et al., 2002:254).
Multiple sentences
Based on inner complexity, all sentences can be divided into simple, consisting of a
single clause and multiple, consisting of several clauses (Quirk et al., 1985:40). Multiple
sentences include complex sentence and compound sentence. (Quirk et al, 1985:719). In
advertising, the use of multiple sentences is limited because they can make an opposite
intention for its creators.
Lexical Features of Advertising Language
Verbal groups
In terms of voice and polarity of verbal groups, ODonnell and Todd (1980) claim that
the use of passive voice is avoided and negatives are not frequently used in advertising. In
respect to finiteness, these authors state that finite verbs do not occur very often in advertising.
Regarding tense, Leech states that the simple present tense forms are by far the most frequent
finite verbal groups while past tense are much less common in advertising language.
Concerning modality, according to Leech (1966), the two most commonly used auxiliary
verbs in advertising are will and can.
In a research on advertising language, Leech (1966:20) presents a list of 20 most
common lexical verbs. When Leechs list of verbs is compared with the twelve most common
lexical verbs collected by Biber et al. (2002:110), there appear many similarities. The verbs
make, get, give, see, come, go and know are on both lists, for instance.
Adjectives
Adjectives play an important role in peoples communication and adjectives in the
advertisements often act as the wrapping ideal goal of what is intended to be sold or
provided (Goddard, 1998:205). Jefkins (1994:202) also states that if advertising experts
were asked to use only one word, they will probably use an adjective. In general, adjectives
are essential in advertising because they are used to add prestige and desirability and
approval for the consumer (Dyer, 1982:149. In general, adjectives can appear in basic,
comparative and superlative forms in advertising language.
Brand names
Leech (1966:28-29) maintains that repetition plays an important role in enhancing the
ability to memorize so this is the reason why the name of the product or the service provider
is often mentioned in advertisements and slogans as well.
Personal Pronouns and Possessive Determiners
According to Williamson (1978:50), the pronoun you which is so common in
advertisements is regarded as referring to you the reader or the listener of the advertisement,
although there is no logical reason to assume that it was specifically you that the advertiser
had in mind before.
The pronoun we/us can be used in both exclusive and inclusive senses in
advertising (Biber et al., 2002:94, Myers 1994:81).
The pronoun I most frequently refers to the potential customer, the expert of the
product, or the sceptic (Myers, 1994:83; Cook, 1992:155).. According to Myers (1994:
83,85), I is used in advertising to offer readers a new way to characterize themselves and to
be unique individuals. Together with personal pronouns, their corresponding possessive
determiners (your, my, our) are also used in advertising.
New words and phrases
In order to keep the publics attention, advertisers often break the rules of English
by spelling words incorrectly, coining new words, blending two words to form a new one, etc.
Some of the most common ways to create, change and turn words are compounding, blending,
coinage and conversion.
RESEARCH SAMPLES
All the advertising slogans chosen for the research in the website adslogans.co.uk
were supposed to fulfill the criteria hereafter:
Use
Use of metaphor
For example:
The Coke side of life (Coca cola)
In the example above, it can clearly be seen that life here is understood as an entity
which cannot be defined only by using the information provided. However, at least certain
characteristic of this entity can be determined by examining the word side. Life is
conceived as a thing which has at least two sides and in everyday life, it is always encouraged
that we should look on the bright/positive side of life when things go wrong instead of
thinking about the negative one. This slogan seems to confirm the conventional way of
conceiving life. With or without Coca cola can affect two sides of our life. Since advertising
slogans are created to have positive meanings, the Coke side of life would probably refer to
the bright side of life.
For example:
Start your day the Kellogg's way (Kelloggs cereal)
In Kelloggs slogan for its cereal product which is commonly used for breakfast, it is
suggested that there are many ways to start a new day but eating Kelloggs cereal is implicitly
regarded as one of the best ways which can give you energy for the whole long day to come.
This way of using metaphor partly contributes to urging consumers to buy this product
through the use of an imperative sentence.
Use of metonymy
For example:
Guinness is good for you (Guinness beer)
In the example mentioned above, all brand names refer to the products (namely beer or
orange juice).
For example:
It's finger lickin' good (KFCs fast foods)
Back to this famous slogan for KFCs food products, together with the occurrence of
an adjectival compound as a new word, there appears metonymy here with the connection
between fingerlicking and good taste of the product. It is common knowledge that after
finishing eating something delicious, sometimes people may lick or suck their fingers.
Use of personification
For example:
Picadilly pack a promise (Picadilly tea)
The tea is given human qualities which can keep a promise which is likely to be
inferred that this kind of drink can ensure the flavour and quality.
Use of hyperbole
For example:
The very best juice for the very best kids (Juicy Juice)
The adjective good in its superlative form evokes strong feelings and partly creates a
strong impression on the readers. Through this slogan, the advertiser wants to make a claim
that this kind of beverage is better than any other products of the same field and the greatest
kids deserve to use it.
PHONOLOGICAL FEATURES OF FOOD AND DRINK SLOGANS
64% of the whole corpus using sound devices to make the slogans more outstanding,
original and memorable.
10
As can be seen from Figure 7, rhyme which appears in 32 slogans (equal to about
29%) becomes the most popular sound device in food and drink slogans. The second most
widely used one is alliteration which occurs in 20 slogans of the corpus. According to Leech
(1966), rhyme and alliteration share the same characteristic because they both make the
slogans and headlines appear striking and easier to remember. Assonance and onomatopoeia
are at the third and fourth places respectively and seem to be not popular among food and
drink slogans compared with the other two sound devices mentioned earlier.
Figure 4 Occurrence of
four sound devices in the
corpus
Use
For
of rhyme
example:
What a difference a shake
makes (Yazoo flavoured
milk)
A
pip of a chip (Jays potato
chips)
The selected slogans appear to be abundant in the use of rhyme.
Use of assonance
For example:
Red Bull gives you wings (Red Bull energy drinks)
repetition of /i/
Paul Masson will sell no wine before its time (Paul Masson wine)
repetition of /ai/
Use of alliteration
In some cases, vowel sounds are not so strong and emphatic and that is the reason why
alliteration is utilized to add a more subtle effect to the text.
For example:
Erin, soup that stirs your soul (Erin soup)
Refreshment Refined (Carling Chrome beer)
Use of onomatopoeia
For example:
Snap!Crackle!Pop! (Kellogg's Rice Krispies)
The cereal is made of rice grains that are cooked, dried and toasted resulting in crisped
rice. When milk or cream is added, the thin walls of the rice collapse, making the famous
sounds - Snap! Crackle! and Pop. The use of onomatopoeia partly contributes to make
this slogan become one of the top 20 slogans of all time listed by some websites.
CONCLUSION
In this study, a number of 112 English food and drink slogans have been investigated
to find out the most noteworthy characteristics of advertising language employed by many
advertisers of food and drink products in the world. After a thorough analysis has been carried
out, some conclusions have been drawn out:
Regarding syntactic features of advertising language used in food and drink slogans,
the paper has reached the conclusion that based on the complexity of sentence structure; the
corpus exhibits an abundance of simple sentences which tend to be short and elliptical and the
groups becomes the second most widely used unit of communication. However, verbless and
11
CBS
Harlow:
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Harlow: Longman/Pearson Education Limited
4. Bove et al. (1995). Advertising Excellence. New York: McGraw- Hill
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2nd
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in
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Vietnamese
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Used in
Advertising Slogans Issued by Some World-famous Airlines.
Unpublished M.A Thesis. Hanoi
37. Dictionary
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39. Internet source
40. Adslogans.co.uk
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