Themes and Language Style in Advertising Slogans of Vietnamese Banks and American Banks
DOI:
https://doi.org/10.54855/ictep.24511Keywords:
slogan themes, slogan discourse, collectivism, individualism, high context culture.Abstract
Advertising slogans are important in branding companies and attracting customers. Businesses emphasize global thinking but tailor actions to local preferences, initiating advertisers to consider local culture when crafting advertising slogans. However, studies on advertising slogans are not abundant. This study used a qualitative approach to analyze and compare 50 Vietnamese and 69 American banks' advertising slogans in three aspects: themes, vocabulary, and syntax. Unlike previous multimodal studies on advertisements, this research highlighted the impact of culture on advertising, namely the influence of collectivism/individualism and high/low-context culture on advertising themes, vocabulary, and syntaxes. The study identified one similarity and three differences in the themes and pinpointed distinct words and syntax in these two groups of advertising slogans. Hopefully, the research will provide a deeper understanding of cultural influence on advertising so that advertising professionals can avoid potential cultural crashes in multi–national working environments.
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