TTLV: Research on the linguistic characteristics of cosmetic advertising slogans in Chinese (compared with Vietnamese)

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name: ZHENG MEMHXIN 2. Gender: Female

3. Date of birth: March 2, 2000 4. Place of birth: China

5. Decision No. 190/QD/XHNV dated January 5, 2024, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.

6. Changes in the training process: None

7. Thesis title:A study of the linguistic characteristics of cosmetic advertising slogans in Chinese (compared with Vietnamese).

8. Major: Linguistics Code: 8229020

9. Scientific supervisor: Dr. Do Hong Duong Department of Linguistics, Vietnamese Language and Vietnamese Studies, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.     

10. Summary of the thesis results:

This thesis studies cosmetic advertising slogans from China and Vietnam, conducting a systematic comparative analysis of the linguistic characteristics of the two countries. The goal is to explore similarities and differences in vocabulary usage, syntactic structure, rhetorical devices, pragmatic strategies, and cultural context of advertising slogans, thereby explaining the underlying causes from a cultural and linguistic perspective. The research results show that Chinese and Vietnamese advertising slogans exhibit both high compatibility within the Eastern cultural context and distinct individual characteristics due to differences in language systems and socio-cultural development.

11. Practical applications:

Firstly, the work enriches the theoretical framework of advertising slogans and cross-cultural communication by constructing a four-dimensional analytical framework (linguistic style – rhetorical strategy – semantic structure – cultural value) and demonstrating the close relationship between language and culture in commercial communication.

Secondly, this research fills the academic gap regarding Vietnamese advertising slogans, providing practical data and guidance for businesses when localizing their messages in the Vietnamese market.

Thirdly, the study proposes an interdisciplinary research model, combining linguistics, cultural studies, and communication studies, thereby offering a scientific analytical method with high applicability.

Fourth, the study provides strategic language guidance for businesses: Chinese advertising should emphasize cultural depth and conciseness, while Vietnamese advertising needs to focus on clarity, familiarity, and emotion.

Fifth, the research findings promote cultural exchange and understanding between China and Vietnam, contributing to strengthening bilateral cooperation and soft cultural capabilities.

Ultimately, this research expands the theoretical horizons of advertising linguistics, laying the groundwork for further work in the context of globalization and multiculturalism.

12. Future research directions: None

13. Published works related to the thesis: None

INFORMATION ON MASTER'S THESIS

1.Full name: ZHENG MENGXIN 2. Sex: Female

3. Date of birth: March 2, 2000 4. Place of birth: China

5. Admission decision number 190/ QD/ XHNV, Dated: January 5, 2024

6. Changes in academic process: No

7. Official thesis title: RESEARCH ON THE LINGUISTIC CHARACTERISTICS OF COSMETIC ADVERTISING SLOGANS IN CHINESE (COMPARISON WITH VIETNAMESE)

8. Major: Linguistics 9. Code: 8229020

10. Supervisors: Dr.Do Hong Duong, Faculty of Linguistics and Vietnamese Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi

11. Summary of the findings of the thesis:

This thesis takes Chinese and Vietnamese cosmetic advertising slogans as the object of investigation, conducts a systematic comparative analysis of the linguistic characteristics of the two countries. The goal is to explore the similarities and differences in the use of vocabulary, syntactic structure, rhetorical devices, pragmatic strategies and cultural context of advertising slogans, thus explaining the underlying causes from the cultural and linguistic perspectives. The research results show that Chinese-Vietnamese advertising slogans are not only highly compatible in the context of Eastern culture, but also show clearly individualized characteristics due to differences in language systems and socio-cultural development.

12. Practical applicability:

Firstly, the work enriches the theoretical system of advertising slogans and cross-cultural communication, when building a four-dimensional analytical framework (linguistic style – rhetorical strategy – semantic structure – cultural value) and demonstrating the close relationship between language and culture in commercial communication.

Secondly, the study fills the academic gap on Vietnamese advertising slogans, providing practical materials and application orientation for businesses when localizing messages in the Vietnamese market.

Thirdly, the work proposes an interdisciplinary research model, combining linguistics, cultural studies and communication studies, thus providing a scientific and highly applicable analysis method.

Fourthly, the study provides language strategy orientation for businesses: Chinese advertising should emphasize cultural depth and conciseness, while Vietnamese advertising should focus on clarity, closeness and emotion.

Fifth, the research results promote cultural exchanges and understanding between China and Vietnam, contributing to enhancing bilateral cooperation and soft cultural capacity.

Finally, the research broadens the theoretical vision of advertising linguistics, laying the foundation for further works in the context of globalization and multiculturalism.

13. Further research directions: None

14. Thesis-related publications: None