Một vài ý kiến về ngôn ngữ quảng cáo trên truyền hình Việt Nam

14<br /> <br /> NGON NGtr & Bin S 6 N G<br /> <br /> S 6 11 (241V2015<br /> <br /> MOT VAI Y KIEN VE NGON NGtJ* QUANG CAO<br /> TREN TRUYEN HINH VIET NAM<br /> SOME SUGGESTIONS ON THE ADVERTIs'lNG LANGUAGE<br /> ON VIETNAM TELEVISION<br /> DlTONG Q U 6 C C U * 6 N G<br /> (PGS.TS; Dgi hgc Ngo^i ngfr, Dgi hpc Dd NSng)<br /> Abstract: Advolisanait on television has become an indispensable activity of life.<br /> Advotisement has contributed to changing the face of mass media and is an effective tool for<br /> alterii^ customeis* attitude as well as motivating tiie production of consuming goods. Language<br /> helps to associate products with sales, services and social activities; therefore; if advertisem^<br /> wishes to wintiieadvantages, more investinent should be poured in tiie language of advertisement<br /> Pun is a stylistic device adopted in tiie language of advertisement on Vietnam national television<br /> (VTV) with the aim of enhancing its expressiveness and especially drawing the viewers' attrition.<br /> Based on tiie findii^ of tiie researdi Pun - A stylistic device in the advertisement language on<br /> VTVl and VTV3, tiie article makes some suggestions on orioiting the development of tiie<br /> advotisanait language on television in Viet Namu<br /> Key words: language; advatisement; televisi(m; service; consuming.<br /> 1. D $ t v a n d e<br /> Trong nen kinh t l thj trudng, q u ^ edo (£l vd<br /> dang trd tii^nh hogt dpng khdng till thieu. d h i h<br /> nhSn t l ndy dd 1 ^ thay dii bO m§t phuong ti^<br /> tntyin thdng, trd th^nh h i ^ tupng mdi, gdy i n<br /> tupng. Qudng edo Id d^ng lyc thuc day s ^ xuit<br /> vd tieu d i ^ . Nd d u ^ vi nhu ciu nit giQa y do<br /> i M sin xuat vd nhu ciu cOa ngudi tidu dimg.<br /> Trong c ^ t^iuong ti^ tiiQ'ln thdng dgi didng<br /> h i ^ nay, tn^^ln Unh ngdy cdng Idling t^nh vj<br /> till vd trd tiidnh mpt [diuDng ti$n tno^en thdng<br /> mgnh md, quan trpng b$c nhit doi vdi cdng<br /> diun^ Ngon ngQ' quang edo Id hogt d$ng ngdn<br /> ttlr nhSm trao doi vd qudng h& thdng tin. Tbdng<br /> tin qudng edo hudng tdi myc dich tilp tiij, tiieo<br /> dd, logi tiidng tin n%^ Id mOt bO ph§n cua thdng<br /> tin b i t y ^ tiidng. Thdng tin qua ngdn ngQ qudng<br /> edo vda gii^ d ^ dng nhu c a i tilp c ^ sdn p h ^<br /> trong tiij trudng cda k h ^ h hdng Qk nhQng nhdm<br /> ngudi mua hdng ho$c tiiy hudng lpi idi) ding<br /> thdi tdng cudng ndng lyc xuc ti^ vd tinic dky.<br /> Biha ndy cd n^irn Id thdng tin qudng edo khdng<br /> dii d l "gidi tiii^" md c ^ dupc sii dyng nhu<br /> "cdng cy" d l can tiiipp ldm thay ft quan tdm din ydutiiich)qua<br /> dd tdng cudng khd ndng lya chpn cua khdcti<br /> hdng dii vdi m$t logi hdng hda cy till. C t M<br /> truyen hinh dd tgo nen mOt cupc cddi mgng<br /> tiidng tin vd ldm n ^ sy bj&ig n l t i i Q ^tiidngvd<br /> truyin hinh trd tiidnh didi ngSm cda nhd sdn<br /> xult, qudng edo, trui^ tSm gidi tri,...<br /> Bdi vilt ndy idido sdt vd thu thgp ngliu nhien<br /> khodng 200 mSu qudng edo trdn 2 kenh VTVl<br /> vd VTV3 ldm nguon cii li§u d l nghi&i cdu chai<br /> ch& - m$t trong s l cdc H^ p h ^ tu tCr cda ngdn<br /> ngQ q u ^ edo tidn truyin hinh V i ^ Nam TJr<br /> kit qud n g h i ^ cuu dd dua ra m ^ s6