Thesis information "A survey of arguments in Vietnamese advertising texts" by Tran Thi Vu Oanh, majoring in Linguistics.1. Full name of student: Tran Thi Vu Oanh 2. Gender: Female 3. Date of birth: August 28, 1985 4. Place of birth: Nam Dinh 5. Decision to recognize student No. Decision No. 2551/2007/QD-XHNV-KH&SĐH dated November 2, 2007 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi. 6. Changes during the training process: None 7. Thesis topic: Survey of arguments in Vietnamese advertising texts. 8. Major: Linguistics 9. Code: 60 22 01 10. Scientific supervisor (scientific title, academic degree, full name): Prof. Dr. Dinh Van Duc 11. Summary of the results of the thesis (summarize the results of the thesis, emphasize new results, if any) The topic of my thesis is "Survey of arguments in Vietnamese advertising texts". In this thesis, based on argumentation theory, we will apply it to survey Vietnamese advertising texts. The thesis has 3 parts: introduction, content, conclusion. In the content part, there are 3 chapters Chapter 1: Related theoretical bases In this chapter, I have presented some theories that will be used in chapters 2 and 3 such as argumentation theory, sentence concept and classification of sentences according to speaking purpose, linking methods, advertising. Chapter 2: Components of an advertising argument This chapter I divide into 2 parts: description and discussion. In the description section, I have described in detail the components of the argument and conclusion of an advertising argument in terms of quantity, location, presence, content, language methods used to link, and function. In the discussion section, I have made comments based on specific data. For example, most arguments are presented in an explicit form, while conclusions can be presented in an explicit or implicit form. Advertisements often use 2 or 3 arguments and a conclusion. The position of the conclusion after the argument is very common. Arguments often contain information about the advantages of products and services, and conclusions often contain information inviting the purchase and use of products and services. Chapter 3: Types of sentences classified by purpose of speech used in advertising arguments. This chapter also has 2 parts: description and discussion. In the description part, I have described each type of declarative sentence (narrative sentence), interrogative sentence (question), imperative sentence (imperative sentence), and exclamatory sentence through the following sections: content, appearance, and common language framework. In the discussion part, I have made some comments based on specific data. For example: declarative sentences are used most, followed by imperative sentences, interrogative sentences, and exclamatory sentences. In an advertising argument, many types of sentences can be combined. Declarative, interrogative, and exclamatory sentences are often used for arguments. Imperative sentences are often used for conclusions. Above are the research results in my thesis. I hope that the thesis will contribute to clarifying argumentation theory in general and applying it to the field of advertising in particular to increase the effectiveness of advertising language. 12. Practical applicability (if any) Application in the field of advertising, contributing to increasing the effectiveness of advertising language. 13. Further research directions: Study Vietnamese advertising arguments from a cultural perspective, compare them with Western advertising arguments to see what is similar and different, and from there give us a perspective and the influence of culture on an advertising argument. 14. Published works related to the thesis: None
INFORMATION ON MASTER'S THESIS
1. Full name: Tran Thi Vu Oanh 2. Sex: Female 3. Date of birth: 28 – 08 – 1985 4. Place of birth: Nam Dinh 5. Admission decision number: 2551QD-XHNV-KH& SĐH dated November 2nd, 2007 6. Changes in academic process: 7. Official thesis title: “An Investigation into Argumentation in Vietnamese Advertising Text”. 8. Major: Linguistics 9. Code: 60 22 01 10. Supervisors: Prof. Dr. Dinh Van Duc 11. Summary of dissertation findings The subject of my graduation paper is “An Investigation into Argumentation in Vietnamese Advertising Text” The graduation paper consists of three main parts, ie introduction, content, and conclusion. The content is divided into three chapters Chapter 1: Several basic theories dealt with the subject. In the first chapter, several basic concepts often used in chapter 2 and chapter 3 are presented, for examples, argumentation theories, syntax definitions and speech-oriented classification, cohesion devices, and advertisement. Chapter 2: The components of advertising argumentation. This chapter is divided into two parts, ie description and discussion At the first stage, the details of argument and conclusion components are described in terms of quantity, position, presence, content, cohesion, and function. At the second stage, comments based on collected data are given. For example, most of arguments are presented in explicit form while conclusions can be presented in explicit or implicit ones. A piece of advertising argumentation often has two or three arguments and one conclusion. Commonly the conclusion stands after arguments. Arguments mainly carry information showing advantages of advertising products or services. Meanwhile, conclusions often appeal to buying products or using services. Chapter 3: Categories of speech oriented sentences used in advertising argumentation. This chapter consists of two sections, ie description and discussion. Firstly, each pattern of sentences, ie indicative, interrogative, imperative, and exclamatory sentences in term of content, presence, and linguistic form are described. After that, comments based on collected data are given. For example, indicative sentences are used the most, followed by imperative, interrogative and exclamatory ones. In a piece of advertising argumentation several patterns of sentences can be combined. Indicative, interrogative, and exclamatory sentences are normally used in arguments, while imperative sentences are presented in the conclusion. Above are findings of the thesis. It is expected the thesis will contribute to clarifying argumentation theory in general and applied to advertising in particular in order to enhance the effectiveness of advertising language 12. Practical applicability, if any: The thesis can be applied to advertising to strengthen the effectiveness of advertising language. 13. Further research: Further research can be continued with studying Vietnamese advertising argumentation from cultural perspective compared with Western version so that insight into the cultural influence on advertising argumentation can be enhanced. 14. Thesis-related publications: None
