Dòng Nội dung
1
Ẩn dụ truyền thống trong quảng cáo Tiếng Việt và Tiếng Anh = Traditional metaphors in Vietnamese and English advertisements / Trần Thị Thu Hiền. // Ngôn ngữ và đời sống. 2014, Số 11 (229).
2014
tr.82-86

Metaphor is popular in Vietnamese and English advertisements. By analysing advertisements in these two languages collected recently, this paper presents the comparison of 7 sub-types of metaphor esed in Vietnamese advertisements.The result shows that metaphor is used more frequently in Vietnamese advertisements rather than English ones. Also, photolingual metaphor, anold-and-new type of metaphor, specifically used in morderm advertisements is also reported.
2
Một vài ý kiến về ngôn ngữ quảng cáo trên truyền hình Việt Nam = Some suggestions on the advertising language on Vietnam television / Dương Quốc Cường. // Ngôn ngữ và đời sống. 2015, Số 11 (241).
2015
tr.14-18

Advertisement on television has become an indispensable activity of life. Advertisement has contributed to changing the face of mass media and is an effective tool for altering customers’s attitude as well as motivating the production of cosuming goods. Language helps to associate product with sales, services and social activities; therefore; if advertisement wishes to win the advantega. More isvestment should be poured in the language of advertisement Pun is a stylistic device adopted in the language of advertisement on Vietnam national television (VTV) with the aim of enhancing its expressiveness and especially drawing the viewers’ attention. Based on the findings of research Pun – A stylistic device in the advertisement language on VTV1 and VTV3, the article makes some suggestions on orienting the development of the advertisement language on television in Viet Nam.