TP CH KHOA HC V CNG NGH, I HC NNG - S 4(27).

2008

PHP LP T VNG TRONG QUNG CO TING ANH V TING VIT

LEXICAL REITERATION IN ENGLISH AND VIETNAMESE ADVERTISEMENTS L TN THI
Trng i hc Ngoi ng, i hc Nng

PHM TH MINH KHU

Hc vin Cao hc 2005-2008
TM TT Bi bo tp trung nghin cu mt s c im cu trc, ng ngha, ng dng ca php lp t vng trong qung co ting Anh v ting Vit. T , a ra nhng im tng ng v d bit gia hai ngn ng nhm gip ngi hc hiu v s dng mt cch hiu qu ngn ng trong qung co. ABSTRACT The article focuses on some structural, semantic and pragmatic features of lexical reiteration in English and Vietnamese advertisements. Then, we will point out some similarities and differences between the two languages in order to provide learners with the competence in understanding and using effectively the language of advertisement.

1. M u Trong nn kinh t th trng ngy nay, qung co l mt cng c khng th thiu c doanh nghip qung b sn phm v thng hiu ca mnh n vi khch hng. qung co em li hiu qu nh mong mun, ngn ng qung co cn phi ngn gn, gii thiu c nhng nt tiu biu nht ca i tng c qung co nhm thu ht s quan tm v kch thch nhu cu mua sm ca ngi tiu dng. Thm vo , ngn ng trong qung co phi phong ph v thng xuyn thay i trnh s nhm chn cho ngi nghe. Php lp l mt trong nhng bin php tu t ph bin nht gp phn vo s thnh cng . Theo L B Hn, Trn nh S, Nguyn Khc Phi ip ng l mt hnh thc tu t c c im: mt t, cm t, cu hoc on th vn c lp li vi dng nhn mnh hoc gy n tng cho ngi c, ngi nghe [2]. Nh vy, vic s dng php lp trong qung co s li cun s ch ca ngi c, ngi nghe, lm cho h d nh, d thuc. Chng ta bit rng php lp chia thnh nhiu loi nh lp m, lp t vng, lp cu trc cm t, lp cu trc cu. Tuy nhin trong khun kh bi bo ny, chng ti ch cp n mt s c im ngn ng ca php lp t vng trong cc mu qung co ting Anh v ting Vit trn bo, tp ch v mng Internet. 2. Php lp t vng Php lp t vng l mt dng thc ca phng thc lp m ch t v lp
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t l nhng yu t t vng [5]. Lp t vng l bin php tu t ph bin c dng rng ri trong vn bn qung co. Lp t lm ni bt t quan trng, nhn mnh tng ca tc gi v lm cho li ni c sc thuyt phc cao. Theo Halliday (1994:279), php lp t c th chia thnh bn loi nh sau: lp t ng nht (the same word), lp ng ngha hoc cn ng ngha (synonym or nearsynonym), lp t bao hm (superordinate) v lp t khi qut (general word). 2.1. Lp t ng nht y l hnh thc lp li mt t, loi ny rt ph bin trong qung co. Qua kho st, chng ti thy rng t loi dng trong php lp ny rt phong ph, chng c th l danh t, ng t, tnh t, ph tV d: (1) Ameristar. More Casino. More Fun. (Mu qung co ca Ameristar Casino Kansas City) Cu trc so snh song song ny cng c th tm thy trong ting Vit (2) Mua cng nhiu, c hi cng cao (Mu qung co ca Panasonic, Thanh Nin, s 324, 20/11/2007) Chng ta c th thy rng mc d c hai v d trn ch t v lp t u cng t loi, nhng mi cu li c nhng nt c trng ring ca n. Trong cu (1), tnh t c lp li cu trc ngoi vi (cohesion), ng thi php lp tnh t c lng trong php lp cu trc danh ng (More + Noun). Trong khi , ph t cng (2) th lp trong cu trc ni ti (syntactic structure). Cch s dng bin php tu t ny lm cho ngi nghe cm thy nh c tng thm li ch nu h s dng sn phm va c qung co. Php lp t ng nht khng ch biu hin qua vic s dng t vng thng thng lm lp t m cn c tm thy vic lp li tn sn phm trong qung co. (3) Oxy p trai, snh iu oxy style (Mu qung co ca Rohto, Thanh Nin, s 197, 16/07/2007) v d ny, cng ty Rohto, Nht Bn mun lp li tn sn phm Oxy thu ht s ch ca ngi tiu dng. Oxy l t khoa hc c Vit ho, tuy vy n qu quen thuc n ni cng ty ny khng ngn ngi gi nguyn gc ting Anh v dng n di hnh thc php lp nh mt bin php tu t trong vn phong qung co. Cng vi vic s dng php lp t ng nht nh trn, mt ln na t gc ting Anh style li kt hp vi cc t ting Vit trong cu thay v dng t x tin c Vit ho gy n tng mnh cho ngi c v lm cho ngn bn qung co mang tnh hin i. y, i tng khch hng m nh qung co mun nhm n l gii tr v ngn ng trong vn bn nh vo tm l mun khng nh ng cp ca gii ny: nhng ngi snh iu mi dng sn phm ny. Cng c khi chng ta gp nhng mu qung co cha php lp l mt i t nh trong cc v d sau: (4) Apple Macintosh. The computer for the rest of us. The Power to Be Your Best. Macintosh. It Does More. It Costs Less. It's that Simple. (Mu qung co ca Apple Computer)
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Trong ting Vit cng c th tm thy php lp i t (5) Ti chn Clear. Ti dng Clear mi ngy. Ti l RAIN. (Mu qung co du gi u Clear, Ngi p, s 212-213-214, 10/01/2008) Cng c lp t l i t, nhng cu trc lp v ngha ng dng ca hai v d trn c nhiu im khc nhau. Trong v d (4), i t it thc hin php lp hi ch thay th cho tn sn phm my tnh Apple Macintosh v c dng km vi vic miu t hng lot cc li ch m sn phm mang n cho ngi tiu dng lm nng cao gi tr ca loi my tnh ny. Trong khi php lp kh ch v d (5) li nhn mnh i t ti ch khng phi l sn phm c qung co. Cch s dng lp t ti u cu trong qung co ny khng ch gy cho ngi c mt s t m ln v nhn vt ny m cn li ko s ch ca h n sn phm. Ti l RAIN, l mt ca s Hn Quc ni ting Chu c mi ngi bit n chn du gi u Clear v ang dng n hng ngy. Vn bn ny cha ng nhiu ngha hm n. N c th c hiu l: Ti l ngi ni ting khp Chu v ti cng dng sn phm ny, ti sao bn khng dng th xem? Hoc l: Ti l ngi ni ting nn ch dng nhng sn phm ni ting v uy tn nh Clear. Ngoi ra n cn tc ng mnh n cc fan hm m ca s Bi Rain. Ngoi ra, hin tng lp t di hnh thc s t l cng c s dng trong qung co. (6) 100% Natural and 100% Real Tea. (Mu qung co ca Lipton tea brand) y, t l 100% ch s tuyt i v c dng thay th cho nhng trng ng ch mc nh almost, approximately lm cho ngha ca cu c nhn mnh hn. Nh qung co mun m bo tuyt i v cht lng sn phm. c bit, php lp t di hnh thc s m cng c th c tm thy trong ngn ng qung co nh sau: (7) Xi mng H Tin 1, mt trit l sng (Mu qung co ca Cng ty xi mng H Tin, Thanh Nin, s 323, 19/11/2007) Cch chi ch y kh c o, s 1 cm danh t trc l danh t ring kt hp vi tn cng ty trong c cha ch s, lp li bng cch dng ch s cng thm vi danh t tru tng trit l. N ch ra rng trit l sng th duy nht ch c mt v l xi mng H Tin 1 ch khng phi l sn phm cng loi no khc. Nh vy chng ta c th thy php lp t ng nht c s dng kh a dng trong c ting Anh v ting Vit. a s cc mu qung co u kt hp gia lp t vng vi cc bin php tu t khc nh lp cu trc, lp m, php i tng hiu qu qung co cho sn phm. 2.2. Lp ng ngha hoc cn ng ngha y l hin tng m lp t l nhng t mang ngha tng ng vi ch t. Php lp ng ngha hoc cn ng ngha cng xut hin kh nhiu trong qung co.
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(8) Talk is good when wine is fine! (Mu qung co ca Aspect Invest Vin, trademark of Moldavian wines) V trong ting Vit (9) Xun may mn. Nm c lc. (Mu qung co ca Panasonic, Thanh Nin, s 324, 20/11/2007) Cc v d trn l hin tng php lp ca tnh t ng ngha. Cc t good - fine hoc may mn - c lc l nhng cp t cng trng ngha, to cho ngi nghe c cm gic sn phm c qung co c rt nhiu u im. Lp ng ngha hoc cn ng ngha lm cho ngn t trong php lp rt phong ph nh vo phm vi m rng ngha ca t. Khc vi cch s dng php lp ng ngha hoc cn ng ngha trong cc lnh vc khc, trong ngn ng qung co, a s cc cp t ng ngha hoc cn ng ngha c chn thng phi bng nhau v s lng m tit to ra s cn i, hi ho trong vn bn. 2.3. Lp bao hm Php lp bao hm l hin tng s dng lp t l nhng t m ngha ca n nm trong mt phn ngha ca ch t. (Halliday, 1994) (10) a phong cch nhc. Mt i tic rock. (Mu qung co ca bia Tiger, Thanh Nin, s 12, 12/01/2008) Rock l mt t ting Anh cha thy c Vit ho nh mt s danh t khc, n l mt tit tu m nhc si ng c s dng trong vn bn ny thc hin php lp hi ch vi t bao hm nhc. Ngoi ra, php lp trong mu qung co trn cn c lng trong php lp cu trc danh ng v php i gia hai t a mt to ra s a dng trong cch s dng cc bin php tu t trong ngn ng qung co. Trong cc mu qung co ting Vit, chng ta cng c th thy php lp bao hm xut hin kh nhiu nh trong v d sau: (11) Sa tt, Proform cn tt hn! (Mu qung co ca sa Proform, Thanh Nin, s 346, 12/12/2007) Trong mu qung co trn, Proform l tn mt sn phm v sa thc hin php lp bao hm vi t sa. Cch s dng bin php so snh trong qung co ny nhm mc ch khng nh cht lng ca sn phm: sa Proform l tt nht. Php lp bao hm cng c tm thy trong cc mu qung co ting Anh (12) Theres Fast Food, Then Theres KFC. (Mu qung co sn phm Kentucky Fried Chicken KFC) Trong v d trn, t Fast Food (thc n nhanh) bao hm tn sn phm ca hng Kentucky. 2.4. Lp t khi qut (general word) Lp t khi qut c Halliday a vo php lp v c tm thy trong mt s loi vn bn. Tuy nhin, hin tng lp ny t s dng trong qung co v n t nhn mnh v khng lm ni bt sn phm c qung co.
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3. Kt lun Qua kho st, chng ti thy rng lp t trong cc mu qung co thng l tn sn phm hoc nhng t miu t tnh cht ni tri, nhng u th ca i tng c qung co. Nh vy, php lp c vai tr rt quan trng trong vic to ra ngn t cho qung co. N lm cho cc mu qung co thu ht c s ch ca khch hng. Thng qua php lp, ngn ng trong qung co ngn gn hn, d nh hn. Cch kt hp ti tnh cc loi php lp trong qung co vi cc du chm cu gip cc vn bn qung co nh c m thanh, c hnh tng hn. S cn i, nhp nhng, hi ho gia cc v to thnh vn, thnh iu lm cho cc mu qung co uyn chuyn, hp dn, d thuc v em li hiu qu nht nh cho ngi qung co. Qua s phn tch trn, chng ta c th thy php lp t vng trong ting Anh v ting Vit kh tng ng nhau nhng im sau: - Lp t trong php lp ng nht ca c ting Anh v ting Vit u rt a dng v phong ph. - Tn sn phm qung co c lp li nhiu trong c ting Anh v ting Vit. Ngi qung co s dng thng hiu hay tn sn phm ca mnh nhm khng nh v tr, uy tn hay hng ngi tiu dng ch n sn phm qung co. - Cc qung co trong c hai ngn ng u c s kt hp cc bin php tu t mt cch hp l, a dng v phong ph nhm mc ch tng hiu qu qung co. Tuy nhin, ngn ng qung co ca hai ngn ng ny cng xut hin s khc bit. T vng trong qung co ting Vit phong ph, c s kt hp gia t ting Vit v t c ngun gc ting Anh hoc ngoi lai, trong khi ting Anh chng ti cha thy hin tng ny. (V d 3, v d 10) TI LIU THAM KHO [1] Halliday, M.A.K & Hasan, R. (1994), Cohesion in English, Longman, London and New York. [2] L B Hn, Trn nh S, Nguyn Khc Phi (Ch bin) (1977), T in thut ng vn hc, NXB i hc Quc gia H Ni. [3] Nguyn Kin Trng (2004), Qung co v ngn ng qung co, NXB Khoa hc x hi. [4] Phan Thi Uyen Uyen (2006), An investigation into some commonly used stylistic devices in advertising language in English and Vietnamese newspapers, M.A Thesis, Danang. [5] Trn Ngc Thm (1999), H thng lin kt vn bn Ting Vit, NXB Gio dc. [6] http://www.textart.ru/database/slogan/list-advertising-slogans.html. [7] Ngi p, s 212-213-214, 10/01/2008. [8] Thanh Nin, s 197, 16/07/2007. [9] Thanh Nin, s 323, 19/11/2007. [10] Thanh Nin, s 324, 20/11/2007. [11] Thanh Nin, s 346, 12/12/2007. [12] Thanh Nin, s 12, 12/01/2008.
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