DISCUSSIONSIn reality, the main cha

DISCUSSIONS
In reality, the main challenge that advertisers encounter is: to be notable in a gigantic and enormous sea ofadvertising and seize the consumer's attention. To achieve these main targets, the advertisers should be careful and cautiousabout the language of advertisements. In other words, the language of advertisements should be manipulated in a way inorder to make any specific advertisement interesting enough to draw a passive observer's attention.A precise consideration of advertising writing will reveal an exceedingly schematic as well as formalizedlanguage. Writers of advertising copy, indeed, are certified and professional turning a phrase and at selling an imageaccompanied with a few words. Concerning the mentioned fact about too much thought and exertion that is specified forwriting and inscription of an advertisement, it is clear that the translation of that advertisement must be very prudentlydeliberated and reflected.Any communication has a purpose; in the sense that it has an envisioned influence or effect. One intended effectwould be to just transfer information to an audience. In this case indeed, the communication would have a mainlyinformative function. Trosborg (1997) labels the concept of
advertisement as a genre. In this sense, he believes that thedefining principle and standard of any genre is the communicative purpose that it is projected, proposed, and planned toachieve.In effect, for realizing the communicative purpose of the text, language functions play a significant part. Each textis of benefit to some specific language function which succors to effectuate the communicative purpose of the text andpermits us to assort texts into varieties. Concerning this matter, Nord (1997), refers to the four different language functionsas follows:
• Referential Function which deals with reference to objects and phenomena of the world.
• Expressive Function which is expression of the sender’s attitude or feelings.
• Phatic Function which deals with establishing, continuing or finishing contact.
• Appellative Function which is about engaging the receiver’s experience, feelings, knowledge, as well assensibility with the intention of making him or her react or respond in a particular way (pp. 50-51).Indeed, as Trosborg (1997) believes, there is always one foremost or one principal function while other functionsare used as subordinate and supplementary employed to attain a whole objective of the text. For instance, informationinvolved in advertisement should not be considered as a primary end. As an alternative, it should be observed or supposedas a complimentary function that helps the advertisement be more persuasive (Ibid). Therefore, texts can be classified intocategories or types on the basis of their leading contextual emphasis.Thus, advertisements, as an instrument of communication, have the intended effect of persuading the audienceand moving them to action. In effect, an advertisement must be fashioned or generated in a way which it influences theconsumer’s attitude, stimulates his behavior, and accordingly, results in increased sales.Advertisers, as was mentioned before, are persistently faced with the challenge of absorbing and achieving theirenvisioned audience. Leech (1966) accepts as true that, "whereas other forms of persuasion can expect to meet withinterested responses varying from active support to active hostility, the average person's attitude to advertising is bored tolerance, mixed with varying degrees of good or ill-humour” (p.26). In a few words, an advertisement must find a way toprompt a positive response in the receptor.With reference to the advertising language, it is worth mentioning that the written part of advertisement is not theonly component of the message and works in mixture with the visual and acoustical portions in an attempt to touch andhave emotional impact on individuals’ consciousness. All constituents or all elements of advertisement are associated,interrelated, and they influence each other, accordingly, an alteration in one component generates or causes an alteration inthe entire and every part of advertisement. According to Cook (1992) advertisement is not as a stable object, but it is a“dynamic synthesis of many components which comes into being through them” (p. 3).Bakanauskas (2004, p. 77) declares and highlights that the most significant component of advertisement is itstextual part. Text is perceived as a linguistic sign describing some state, actions and feelings, consequently touching theaddressee to respond in one way or another. What is more, text dominates in approximately all kinds of advertisementssuch as: television, radio, magazine, and etc. The textual part of advertisement is not fundamental, central, or crucial andcan be divided into smaller components which are slogan and body text.
Goddard (2003) describes slogan as “a phrasedesigned to be memorable, attaching to a product or service during particular advertising campaign” (p. 127). Typically,slogans are followed by the body text which transfers more exhaustive information about the product which is advertised.Occasionally, the textual part of advertisement can comprise merely
Slogan , however, the body text can never existunaccompanied.Thus, one of the main elements of advertisement is slogan or tagline (Foster, 2001). Generally, a slogan or atagline is a short, attention-drawing and easy to think of as well as easy to remember phrase which describes and outlinesthe company’s activities, function as a call to action, pass on and transmit the benefits of a brand, and reapprove anassurance or goes over the main points that information delivered in the advertisement. On the other hand, a good slogan ora useful tagline has further significant functions. That is to say, it must inspire and stimulate the customers to involve and employ company’s product or service. Consequently, tag lines must use particular linguistic means with the intention ofattracting consumer’s attention and pursuing him to purchase a product (Miletsky and Smith, 2009).Modern advertising (chiefly in printed ads) is inclined to give partiality and first choice to pictorial or graphic advertising means with least possible of wording (Forceville, 1998, p. 70). However, language is still a crucial issue inassessing which advertising message will be more persuasive and stimulate more attention among the addressees (Ibid).For that reason, advertisers challenge to express their persuasive influences and opinions in the best conceivable andpromising language.Technically speaking, as a rule, the text of advertisement must carry out and accomplish the following tasks:
• To conquer or attract reader’s attention;
• to appeal to the reader;
• To generate desire for the product and to arouse action.With the intention of accomplishing the mentioned tasks and reaching or attaining the estimated response orprojected reaction from the audience, numerous rhetorical persuasive ways and means are employed in advertising texts.The main chore of advertisers is to use associations that could raise insight, discernment, as well as awareness, create sturdy mental image or portrait and stimulate consumer’s behavior in an estimated way. The most influential instrument forinitiating and causing such changes, as Huber and Snider (2005) believe, is the presentation or use of right words, or better to say, linguistic elements, in advertising manuscripts; In the sense that, style and adept use of language accompanied byrhetorical devices is one of the stages of persuasion (Ibid).Another point worth mentioning is that when speaking about the characteristics of advertisements, one main thing that must be taken into consideration is that they are closely linked to culture. More accurately, advertisements “use images, notions, concepts, myths, etc. already available in the culture” (Dyer, 1982, p.129). Furthermore, “the substance and images woven into advertising messages are appropriated and distilled from an unbound range of cultural references”(Jhally, 1982, p. 142). For an advertisement to successfully motivate a consumer to purchase, it must make a connection with the reader on an individual level. In fact, it must be coherent to the reader’s culture.

Kết quả (Việt) 1:

CAC THẢO LUẬNTrong thực tế, những thách thức chính mà nhà quảng cáo gặp phải là: để được đáng chú ý trong một DVN biển khổng lồ và rất lớn và nắm bắt sự chú ý của người tiêu dùng. Để đạt được các mục tiêu chính, các nhà quảng cáo cần phải cẩn thận và cautiousabout ngôn ngữ của quảng cáo. Nói cách khác, ngôn ngữ của quảng cáo nên được thao tác trong một cách inorder để làm cho bất kỳ quảng cáo cụ thể thú vị, đủ để vẽ sự chú ý của một người quan sát thụ động. Một xem xét chính xác của quảng cáo văn bản sẽ tiết lộ một vượt sơ và formalizedlanguage. Nhà văn của quảng cáo sao chép, quả thật vậy, được chứng nhận và chuyên nghiệp chuyển một cụm từ và bán một imageaccompanied với một vài từ. Liên quan đến một thực tế được đề cập về quá nhiều suy nghĩ và nỗ lực đó là quy định forwriting và các văn bản của một quảng cáo, nó là rõ ràng rằng các bản dịch của quảng cáo đó phải là rất prudentlydeliberated và phản ánh. Bất kỳ thông tin liên lạc có một mục đích; trong ý nghĩa rằng nó có một hình dung ảnh hưởng hoặc có hiệu lực. Một trong những dự định effectwould chỉ truyền thông tin đến một khán giả. Trong trường hợp thực sự, giao tiếp sẽ có một chức năng mainlyinformative. Trosborg (1997) nhãn khái niệmadvertisement as a genre. In this sense, he believes that thedefining principle and standard of any genre is the communicative purpose that it is projected, proposed, and planned toachieve.In effect, for realizing the communicative purpose of the text, language functions play a significant part. Each textis of benefit to some specific language function which succors to effectuate the communicative purpose of the text andpermits us to assort texts into varieties. Concerning this matter, Nord (1997), refers to the four different language functionsas follows:• Referential Function which deals with reference to objects and phenomena of the world.• Expressive Function which is expression of the sender’s attitude or feelings.• Phatic Function which deals with establishing, continuing or finishing contact.• Appellative Function which is about engaging the receiver’s experience, feelings, knowledge, as well assensibility with the intention of making him or her react or respond in a particular way (pp. 50-51).Indeed, as Trosborg (1997) believes, there is always one foremost or one principal function while other functionsare used as subordinate and supplementary employed to attain a whole objective of the text. For instance, informationinvolved in advertisement should not be considered as a primary end. As an alternative, it should be observed or supposedas a complimentary function that helps the advertisement be more persuasive (Ibid). Therefore, texts can be classified intocategories or types on the basis of their leading contextual emphasis.Thus, advertisements, as an instrument of communication, have the intended effect of persuading the audienceand moving them to action. In effect, an advertisement must be fashioned or generated in a way which it influences theconsumer’s attitude, stimulates his behavior, and accordingly, results in increased sales.Advertisers, as was mentioned before, are persistently faced with the challenge of absorbing and achieving theirenvisioned audience. Leech (1966) accepts as true that, "whereas other forms of persuasion can expect to meet withinterested responses varying from active support to active hostility, the average person's attitude to advertising is bored tolerance, mixed with varying degrees of good or ill-humour” (p.26). In a few words, an advertisement must find a way toprompt a positive response in the receptor.With reference to the advertising language, it is worth mentioning that the written part of advertisement is not theonly component of the message and works in mixture with the visual and acoustical portions in an attempt to touch andhave emotional impact on individuals’ consciousness. All constituents or all elements of advertisement are associated,interrelated, and they influence each other, accordingly, an alteration in one component generates or causes an alteration inthe entire and every part of advertisement. According to Cook (1992) advertisement is not as a stable object, but it is a“dynamic synthesis of many components which comes into being through them” (p. 3).Bakanauskas (2004, p. 77) declares and highlights that the most significant component of advertisement is itstextual part. Text is perceived as a linguistic sign describing some state, actions and feelings, consequently touching theaddressee to respond in one way or another. What is more, text dominates in approximately all kinds of advertisementssuch as: television, radio, magazine, and etc. The textual part of advertisement is not fundamental, central, or crucial andcan be divided into smaller components which are slogan and body text.Goddard (2003) describes slogan as “a phrasedesigned to be memorable, attaching to a product or service during particular advertising campaign” (p. 127). Typically,slogans are followed by the body text which transfers more exhaustive information about the product which is advertised.Occasionally, the textual part of advertisement can comprise merely
Slogan , however, the body text can never existunaccompanied.Thus, one of the main elements of advertisement is slogan or tagline (Foster, 2001). Generally, a slogan or atagline is a short, attention-drawing and easy to think of as well as easy to remember phrase which describes and outlinesthe company’s activities, function as a call to action, pass on and transmit the benefits of a brand, and reapprove anassurance or goes over the main points that information delivered in the advertisement. On the other hand, a good slogan ora useful tagline has further significant functions. That is to say, it must inspire and stimulate the customers to involve and employ company’s product or service. Consequently, tag lines must use particular linguistic means with the intention ofattracting consumer’s attention and pursuing him to purchase a product (Miletsky and Smith, 2009).Modern advertising (chiefly in printed ads) is inclined to give partiality and first choice to pictorial or graphic advertising means with least possible of wording (Forceville, 1998, p. 70). However, language is still a crucial issue inassessing which advertising message will be more persuasive and stimulate more attention among the addressees (Ibid).For that reason, advertisers challenge to express their persuasive influences and opinions in the best conceivable andpromising language.Technically speaking, as a rule, the text of advertisement must carry out and accomplish the following tasks:
• To conquer or attract reader’s attention;
• to appeal to the reader;
• To generate desire for the product and to arouse action.With the intention of accomplishing the mentioned tasks and reaching or attaining the estimated response orprojected reaction from the audience, numerous rhetorical persuasive ways and means are employed in advertising texts.The main chore of advertisers is to use associations that could raise insight, discernment, as well as awareness, create sturdy mental image or portrait and stimulate consumer’s behavior in an estimated way. The most influential instrument forinitiating and causing such changes, as Huber and Snider (2005) believe, is the presentation or use of right words, or better to say, linguistic elements, in advertising manuscripts; In the sense that, style and adept use of language accompanied byrhetorical devices is one of the stages of persuasion (Ibid).Another point worth mentioning is that when speaking about the characteristics of advertisements, one main thing that must be taken into consideration is that they are closely linked to culture. More accurately, advertisements “use images, notions, concepts, myths, etc. already available in the culture” (Dyer, 1982, p.129). Furthermore, “the substance and images woven into advertising messages are appropriated and distilled from an unbound range of cultural references”(Jhally, 1982, p. 142). For an advertisement to successfully motivate a consumer to purchase, it must make a connection with the reader on an individual level. In fact, it must be coherent to the reader’s culture.