NGH THUT CHI CH TRONG QUNG CO TING VIT V TING ANH

TRN TH THU HIN1

Ngi ta c th v rng qung co i vi mt doanh nghip nh l thuc ung i vi con ngi vy. Mi chng ta lc ny hay lc khc, trong cuc sng u cn c ung thuc nhng khng phi lc no chng ta cng ung thuc ng thi im v khng phi lc no nhng vin thuc c ung vo y cng gip chng ta khi bnh. i vi cc doanh nghip th s i xung ca cng vic kinh doanh c xem nh mt ma cm". Mt n v no c th i n lc b cm mi ung thuc, khi nhng vin thuc c ung vo c th s lm gim cc triu chng cm nhng chc chn sc khe ca doanh nghip cng t nhiu b nh hng. Trong khi mt doanh nghip khc c th ung thuc phng trc khi b cm c th vt qua ma cm mt cch khe mnh - Nhng vin thuc dnh cho cc doanh nghip y chnh l qung co. Cu hi t ra l nu qung co quan trng n vy i vi mi doanh nghip, mi nn kinh t th thc ra n l g? Xut hin t bao gi? Ti sao, lm th no n li c vai tr quan trng n vy? Trong bi vit ny, chng ti s tip cn vn ny trn nhng bnh din sau: 1. Khi nim qung co v ngn ng qung co 2. Khi nim chi ch 3. Bin php chi ch trong qung co ting Vit v ting Anh 1. V khi nim qung co v ngn ng qung co C th ni t qung co (advertisement) bt ngun t ting La tinh (adverte) vi ngha l thu ht s ch (Xiang Xu: 2003). Vo khong nm 1302 1427 th t adverte chnh thc c gi l advertisevi ngha m rng l thu ht mt ngi ch n mt ci g v cung cp thng tin cho mt ngi vi mc ch thu ht s ch ca ngi y. Cho n nm 1655, t qung co (advertising) c s dng trong Kinh thnh ch s thng bo hoc cnh bo. Cho n nay qung co c hiu l: mt thng ip qung co (advertisement) l mt hnh ng thng bo (advertising) rng khp ti mi ngi thng qua vn bn hoc m thanh gii thiu mt sn phm, dch v hay mt tng no . (Bch khoa ton th Britanica: 76) Theo Hip hi Marketing M (AMA) th qung co (advertising) l mt hnh vi giao tip gin tip c mt ch th no tr tin vi mc ch thuyt phc khch hng tim nng v mt sn phm, dch v hay tng no thng qua cc phng tin thng tin i chng. nh ngha ny chia s quan im ca Well, Burnet and Moriaty (1989: 58) khi h cho rng qung co l mt hnh thc giao tip gin tip do mt ngi/ hng thu qung co tr tin, s dng cc phng tin thng tin i chng nhm thuyt phc hoc gy nh hng ti khch hng. Hc vin cc nh thc hnh qung co M (IAAP) th khng nh qung co l a ra mt thng ip bn hng thuyt phc nht c th n vi nhng khch hng tim nng vi nhng chi ph thp nht c th. Chng ti nhn thy nhng nh ngha v qung co trn c a ra ch yu tp trung vo chc nng ca qung co. V qung co c hiu l mt hnh thc giao tip x hi c ph nhm truyn ti thng tin v sn phm, dch v hay tng c qung co ti khch hng tim nng nhm thuyt phc h, gy nh hng ti quyt nh, thi ca h. V ngn ng qung co, y l mt loi ngn ng c bit, khc vi cc hnh thc ngn ng thng thng khc. t c mc ch qung co, ngn ng qung co thng s dng nhng t hnh nh mang tnh tch cc khin cho sn phm, dch v, tng c ni bt hn, thu ht s ch tt hn so vi nhng sn phm, dch v, tng cng loi. Cho d ngn ng qung co c
1

ThS Ngn ng hc ng dng, Trng i hc Ngoi ng - HQGHN.

xp loi ngn ng thuc phong cch bo ch (C nh T: 1983) nhng n c nhng c im rt ring v phong cch, v vic s dng cc bin php tu t to nn sc mnh ca ngn ng. S d chng ti ni ngn ng qung co khc bit so vi ngn ng thng thng l v ngn ng qung co mi mt lp t u cho php s sng to trong cch s dng. Cho d ngn ng c s dng ch c mt khi lng t vng, cu trc v nguyn tc s dng hu hn nhng khi c s dng trong qung co th li c rt nhiu t mi c to ra, rt nhiu qui tc b ph b nhng sc mnh ngn t li tng ln gp nhiu ln. Trong th gii qung co, ngn ng tr thnh mt cng c v cng sc bn, cng vi s sng to ca ngi s dng, n hon thnh mt cch xut sc chc nng thuyt phc khch hng tim nng v sn phm, dch v, tng c qung co. Tht diu k l nhng ngn t, cu vn c to ra t nhng qui tc s dng ngn ng b ph v trong qung co li c ngi tiu dng tip nhn, chp nhn mt cch t nhin nh bn cht n vn vy. Mt trong nhng cch to ra s k diu v phn nh tnh sng to trong ngh thut ngn t qung co l vic s dng bin php chi ch - mt bin php tu t gip to nn nhng sc thi biu cm khin cho nhng sn phm, dch v, tng c qung co tr nn gn gi hn, p hn, hp dn hn v d i vo lng ngi hn. 2. V khi nim chi ch Theo T in gii thch thut ng ngn ng hc (Nguyn Nh : 2003:50) th Chi ch l hnh thi tu t ca li ni c th hin bng cch s dng linh hot nhng tim nng ca ngn ng v ng m, t vng, ng php nhm to ra cch hiu bt ng, cn gi l lng ng. Chi ch thng da vo nhng phng tin sau: dng t gn m, ng m, ip ph m u, chit t, dng t cng ngha, t a ngha, cc t cng trng, Gio s Hong Ph (1994:116) ch trng vo cc bin php tu t khi cho rng chi ch l cch "li dng cc hin tng ng m, a ngha,... trong ngn ng nhm gy mt tc dng nht nh (nh bng gi, chm bim, hi hc,...) trong li ni" Cn GS. C nh T (1983: 320) trc c mt nh ngha rt bao qut v v chi ch nh sau: "Chi ch l cch tu t vn dng linh hot cc tim nng v ng m, ch vit, t vng, ng php ca ting Vit nhm to nn phn tin khc loi song song tn ti vi phn tin c s. Phn tin khc loi ny - tc lng ng ngha mi - l bt ng v v bn cht, khng c quan h ph hp vi phn tin - tc thng bo - c s". Theo ng cc kiu chi ch trong Ting vit gm: Chi ch bng phng tin ng m, ch vit nh dng t cng m, ip m, chit t, Chi ch bng phng tin t vng ng ngha nh dng t cng ngha, t nhiu ngha, t tri ngha, t cng trng nim, Chi ch bng phng tin ng php nh tch v ghp cc yu t trong cu theo nhng quan h ng php khc nhau, nh tro quan h ng php trong cu.

Chng ti nhn thy, nhng nh ngha trn tp trung ch yu vo cc phng tin ngn ng c biu hin trn vn bn nhng tu trung xt trn nhiu kha cnh th chi ch c th c hiu l mt phng thc din t c bit s dng sc mnh ca ngn ng nhm to nn mt s th v mang tnh cht ng ngha. 3. V hin tng chi ch trong qung co Ting Vit v Ting Anh Chng ti thng nht k hiu nh sau: n n1 n2 p Tng s mu nghin cu Tng s mu nghin cu trong ting Vit Tng s mu nghin cu trong ting Anh Xc sut xy ra ca mt hin tng ngn ng 2

p1 p2 p(ct)

Xc sut xy ra ca mt hin tng ngn ng trong ting Vit Xc sut xy ra ca mt hin tng ngn ng trong ting Anh Xc sut xy ra hin tng chit t

p() Xc sut xy ra hin tng t ng m, gn m p(n) Xc sut xy ra hin tng t ng ngha, gn ngha p(nn) Xc sut xy ra hin tng t a ngha, nhiu ngha. Chi ch l mt bin php tu t c s dng kh ph bin trong qu trnh s dng ngn ng ca loi ngi, tuy nhin khng phi tt c cc kiu chi ch u c s dng trong qung co v nhng kiu chi ch c s dng cng khng c t l, tn sut ngang nhau. Trong , nhng kiu chi ch phi k n gm: 3.1.T ng m, gn m Theo Mai Ngc Ch, V c Nghiu v Hong Trng Phin (1997: 53) th T ng m l nhng t trng nhau v hnh thc ng m nhng khc nhau v ngha. Ngoi t ng m, chng ti cn xt c n hin tng t gn m bi hai hin tng ny v bn cht l tng ng trong vic to nn nhng nt c trng rt ring ca ngn ng qung co. Qua d liu thu thp c (n =2,011; n1 = 1007; n2 = 1004), chng ti nhn thy bin php chi ch thng qua hin tng ng m v gn m chim t l 3,3% (67/2,011). y l mt t l khng cao v vi p() = 0,03 (p(a) < 0,05) n c cho l mt hin tng him trong vic s dng ngn ng qung co. D liu thu thp c cng cho thy, hin tng ny l rt him trong cc qung co ting Vit, vi t l 0,6% (6/1,007; p1() < 0,05) trong khi hin tng ny chim t l 6% (61/1,004) trong cc qung co ting Anh. Do vy, vi p2() > 0.05 th hin tng chi ch thng qua vic s dng cc t ng m v gn m trong cc qung co ting Anh c coi l khc vi phong cch s dng t ng m v gn m trong qung co ting Vit nhng li khng c g khc bit so vi ging iu, phong cch chung ca ngn ng qung co ting Anh. V d, tiu qung co ca Ngn hng Cng thng Vit Nam (Vietinbank) l: Mua k phiu Tin trao tay Trng ngay mt t. (Lao ng, S 79/2009, trang D) Cng vi vic phn cch cu thnh nhp th vic to s hi m thng qua hai t ngay v tay khin cho tiu qung co ny d thu ht s ch ca ngi c hn v cng d nh hn. Hin tng gn m ny cng c thy trong khu hiu qung co ca Khch sn Hilton Hilton Inns: - The in idea in business travels. (Mt tng thi thng trong nhng chuyn cng du) (The Economist, s 7/2008, trang 67) y, hai t in (thnh hnh, thi thng) v t Inns (khch sn) c pht m gn ging nh nhau. N truyn ti tng rng i vi du khch th khch sn Hilton l mt la chn thnh hnh, rt hp thi. 3.2. ip t

ip t l hnh thc ch ng lp li 1 t (hoc 1 ng, cu, on) lm tng gi tr biu cm ca li th, cu vn hoc nhn mnh ngha ca li th, vn. Qua phn tch, chng ti nhn thy hin tng ny c s dng rt ph bin trong cc qung co c ting Vit ln ting Anh vi t l l 62% (1256/2011). y c th ni l mt trong nhng bin php ph bin nht c s dng trong ngn ng qung co. V d, trong qung co ca hng Bo him Prudential chng ta gp khu hiu: Lun lun lng nghe, lun lun thu hiu. y t lun lun c lp li nhn mnh rng Prudential lun bn cnh khch hng mi lc, mi ni v lun hiu c nhng g h mun. Nhng t ng c dng trong khu hiu qung co ny cng khin ngi c/ nghe cm thy hng bo him gn gi hn, nh mt ngi bn c th s chia kh khn cng h trong cuc sng. Hay nh mt trong nhng khu hiu qung co ni ting ca hng ung Cca Cola, bn cnh vic s dng bin php tu t c php tch bit l s lp li ca tn nhn hiu, cng nh ph m u R ca ng t: "Relax with Coke. Revive with Coke." (Th gin vi Coke. Hi sinh vi Coke) (Cocacola Archive) Cch chi ch ny nhn mnh s c mt ca Cca Cola trong cuc sng v vai tr ca th ung ny trong vic gip chng ta thoi mi, d chu v nh c lm mi li, c hi sinh tn hng cuc sng. 3.3. ip ph m u Ngoi hnh thc ip t th ngn ng qung co cn s dng hnh thc ip ph m u. y cng l mt hnh thc kh ph bin trong c qung co ting Vit v ting Anh, tuy qung co ting Vit c t hn (chim 14%; 143/1007) so vi qung co ting Anh (chim 27%; 268/1004) in hnh, trong qung co trn bo ch v truyn hnh ca hng Suzuki chng ta gp kiu chi ch ny c trong tiu qung co bng ting Anh ln ting Vit. l: Suzuki: Change and Challenge - Thay i v thch thc (Tui tr, s 127/2011, trang 12) iu th v y l ngoi vic chi ch thnh cng trong cch lp ph m u nh qung co cng rt thnh cng trong vic dch tiu qung co t ting Anh sang ting Vit m vn m bo c hnh thc chi ch. y l mt iu kh m khng phi hng qung co no cng lm c. c bit, kiu chi ch ny c s dng rt ph bin trong cc tiu v cc khu hiu qung co, do yu cu c im ca tiu v khu hiu qung co l phi ngn gn, d nghe, d nh. N thng i km vi bin php tu t c php tch bit to ra nhng cu n v cu n c bit. V khi ph m u c lp li cc ng, cc cu s to ra nhp iu v m hng gia tng gi tr biu cm ca ngn t. 3.4. Chit t Chit t l phn tch ch (ni v ch Hn) ra tng yu t m on vic lnh d theo mt thut bi ton ngy xa. Chit t l da theo cc ngha ca cc yu t cu thnh m xc nh ngha ca c ch hoc ca c t (Hong Ph: 1994). l ni v ngun gc ca chit t, nhng v c bn chng ta c th hiu rng chit l b gy, t l ch. Vy, c th hiu chit t l phn tch ch ra lm nhiu thnh phn, gii thch ngha ca mi thnh phn, v sau cng gii thch ngha ca ton ch.

Chit t ban u c vn dng trong nhiu lnh vc nh bi ton, th ti tr tu, thi th s uyn thm v ch ngha. Dn dn, n c m rng ra v i vo vn chng ngh thut nh l mt th php ngh thut t bit v c cc nh nghin cu phong cch ngn ng Vit Nam xp vo bin php tu t chi ch. Hin tng chit t c th ni l rt, rt him trong cc qung co m chng ti thu thp c (p(ct) = 0,003) vi t l ca hin tng ny trong qung co ting Vit v ting Anh tng ng l 0,5% (5/1007; p1(ct) < 0,05) v 0,3% (3/1004; p2(ct)<0,05). V d, chit t v ghp t c s dng trong qung co xe my Cuxi ca hng Yamaha (Thanh nin, s 59/2011, trang E). Trn phn qung co chnh, bn cnh chic xe Cuxi l mt bin Cute Xinh. y l loi sn phm hng n i tng ngi dng tr tui nn chc hn cch chit t t v kt hp t Anh-Vit s gy c nhng n tng nht nh trong vic thu ht s ch ca i tng ny. Cng c th ni qung co ca Tng cng ty c phn xut nhp khu v xy dng Vit Nam Vinaconex (Thi bo Kinh t Vit Nam, s 25-32/2011, trang 24) l c s dng bin php chit t khi qung co v mng xy dng h t tiu qung co l xy nhng gi tr, dng nhng c m. Cng vi vic lp cu trc to nhp th bin php chit t khin cho ngi c mi khi ngh n Vinaconex l nh ngay n hai t xy dng. Hoc trong qung co thc phm chc nng dng siro dnh cho tr em c tn l MIM, nh sn xut s dng cch chit t, bng cch s dng vit tt cc ph m u gii thiu thnh phn ca thuc, l What is MIM? (MIM l g?) MIM means (MIM c ngha l) Multivitamins (Nhiu vitamin) Iron (St) Minerals (Cc khong cht) (Business Week, 12/2/2009, trang 54) 3.5. T ng nga, t cng trng ngha Trong ting Vit mc d hin tng s dng t ng ngha rt ph bin ca dao, tc ng v v vy, cng khng ly lm ngc nhin khi cch chi ch ny c cc nh qung co Vit Nam p dng nhiu (56/1007; chim t l 5,6%; p1(n) > 0,05). Mt trong nhng qung co chng ta thy c nhc n gn y l qung co ca khu th mi Spendora vi tiu l Ni c n, chn mong v (Thanh nin, s 88/2011, trang C) y hai t ni v chn c s dng mt cch thnh cng trong vic thu ht khch hng v khin h nh n Splendora nh mt ni l tng , lm vic v gii tr. Trong ting Anh, hin tng ny cn xut hin nhiu hn trong qung co ting Vit (71/1004; chim t l 7,1%; p2(n) > 0,05). Chng ta c th thy cch chi ch ny qung co ca Alba Milk: Skim milk does not come from skinny cows (Sa gy khng n t nhng con b gy) (Advertising age, s 12/2009, trang 27) Trong qung co ny, skim v skinny thuc cng trng ngha gy nhng t skim mnh mai (cn c hiu l tch bo) c ngha p hn, tch cc hn v cch dng ph nh trong qung co (does not) khin ngi nghe/ c s lin tng ti t tri ngha ca t skinny gy tr 5

xng l bo tt, v qung co s c hiu l Sa gy c ly t nhng con b bo tt nhng m c tch ra nn ngi ung vn c th gi c vc dng (khng gy tr xng, sa c tch bo), khng lo bo (v y l sa gy) cng khng lo thiu dinh dng (v sa ny khng ly t nhng con b gy). 3.6. T a ngha T a ngha trong ting Vit th c nhiu nhng vic s dng t a ngha trong qung co li khng h d dng bi t a ngha nu c s dng phi lm sao bt c s ch ca ngi c/nghe th mi t c hiu qu s dng. Do vy, chng ti thy cng khng qu kh hiu khi cch chi ch thng qua vic dng t a ngha l mt hin tng him trong qung co ting Vit vi t l rt khim tn l 0,7% (7/1007; p1(nn) < 0,05). V d, cui nm 2009, hng c ph Trung Nguyn tung ra th trng nhn hiu Passiona mt sn phm c ph chuyn dnh cho phi p vi ni dung s dng nhng t ng rt nh nhng, du dng nhm thu ht s ch ca gii n nh tnh yu v nim am m, huyn b, tinh thn sng khoi, ln da khe p, tho mc, v kt thc vi li cu hn l: Ni nh em nghe Hy ly ti i, bi ti sinh ra ch chuyn dnh cho em. (Ph na th s 51/2009, trang 15) Trong qung co ny t ly l t a ngha, n va mang ngha l la, chn nh khi mua hng chng ta hay ni: Ti ly sn phm A, Ti ly sn phm B, n va mang ngha ca t kt hn nh trong cu: H ly nhau c 15 nm ri, hoc l Anh X va ly c Y y., c qung co ny, ph n s b hp dn rng c ph Passiona l th thc s dnh cho h, thc s ph hp vi h, rng n c sinh ra nh mt ngi n ng va mnh m, va du dng chm sc cho h v h khng cn phi lo lng g c. Hoc nh trong qung co bia nh ng lon Lager ca c c cu i thoi nh sau: Which Lager can claim to be truly German? This can. (More, s 14/2008, trang 4) Trong qung co ny, t Lager va l tn sn phm, va l danh t chung ch cc loi bia nh, cn t can c ngha l c th v lon, hp. V vy qung co c th hiu l: Loi bia no/ Loi Lager no c th t ho cho l hon ton ng cht bia c? Loi ny/ Lon bia ny. Cu This can. c a ra nh mt cu tr li nh nhng, ngn gn nhng li l mt cu khng nh rt chc chn v c sc nng thuyt phc c c nhng khch hng kh tnh nht. Vi t l 2,4% (24/1004), c th ni hin tng s dng t a ngha c dng nhiu trong qung co ting Anh hn trong qung co ting Vit (gp 3 ln), tuy nhin n vn khng c coi l ph bin, (p2(nn) < 0,05) trong phong cch ngn ng qung co ting Anh. Chng ti cho rng, v mc ch ca qung co l hng ti thuyt phc ng o i tng ngi dng nn cc qung co, cho d c vit bng th ting no, cng ch yu s dng phong cch hi thoi bnh dn chng c th c ng o cng chng tip nhn v chp nhn mt cch d dng d nn tng gio dc ca h mc no i chng na. Trong khi , cc qung co s dng nhiu t a ngha s kh c hiu ng v y v chng i hi c ngi s dng v ngi tip nhn u phi mt trnh gio dc nht nh no . Thay li kt lun, chng ti mun ni rng chi ch trong qung co l cch s dng sc mnh ca ngn t to ra li nhun trong kinh doanh. Thc t th nhng li nhun c to ra ph 6

thuc vo rt nhiu yu t trong qu trnh hot ng ca mt doanh nghip nhng chng ta cng khng th ph nhn mc tc ng nht nh sc mnh ca nhng ngn t c to ra qua s sng to ca ngi lm qung co. Ngoi vic nghin cu cch chi ch trong qung co, chng ti cn thy rt nhiu iu th v khc trong ngn ng qung co, v d nh php n d c c s dng trong ngn ng qung co khng? nu c th vi nhng loi n d g? c nn dch hay khng ngn ng qung co? nu dch th nn dch th no? .. . Chng ti xin php s cp n nhng vn ny trong mt bi bo khc. TI LIU THAM KHO Ting Vit

1. C nh T. 1983. Phong cch hc v c im tu t ting Vit. H Ni: i hc v Trung hc

2. inh Vn c, V c Nghiu, Dng Hng Nhung. 2007. Mt vi nhn xt v ngn ng qung co bng ting Vit trn bo ch cui th k XIX u th k XX. Tp ch Khoa hc HQGHN. S 1 tr. 1-13.

3. Hong Ph (ch bin) 1994. T in ting Vit. H Ni: Trung tm T in hc; tr.116.
4. Mai Xun Huy. 2005. Ngn ng qung co di nh sng ca l thuyt giao tip. H Ni: NXB Khoa hc x hi. 5. Nguyn c Tn & Trn nh Vnh1993. V ngn ng trong qung co. Tp ch Ngn ng. s 1. - tr.: 39-46. 6. Nguyn Kin Trng. 2004. Ngn ng qung co. H Ni: NXB Khoa hc x hi. Ting Anh 1. Britannica (Encyclopedia Britanica). 1984. The New Encyclopedia Britannica 15th ed. Chicago: William Benton Publisher. 2. Cook, G. 1992. The Discourse of Advertising. London: Routledge 3. Dyer, G. 1982. Advertising as Communication. London: Routledge 4. Lebow, R. 2009. Now is the time to advertise. Tp ch Ad Age S 2 tr.17-18 5. Leech, G. N. 1966. English in Advertising: A Linguistic Study of Advertising in Great Britain. London: Longman 6. Vestergaard, T. and Schroder, K. 1985. The Language of Advertising. Oxford: Basil Blackwell. 7. Wells, W., Burnett, J. & Moriarty, S. 1989. Advertising: Principles & Practice. New Jersey: Prentice-Hall. 8. Xiang Xu. 2008. The Rhetoric and Translation of English Advertisement. International Journal of Business Management. S 11 tr.83-86 SUMMARY Advertising has long been considered a realm of the art of language in use with a variety of methods and devices and pun is regarded an artful deviation that can help attract, persuade and change potential customers attitude. This paper aims at finding how pun and its devices employed in Vietnamese and English advertisements from three perspectives: (i) the concept of advertising and advertising language, (ii) definitions of pun and (iii) pun-in-use in the collected advertisements.