Language features in outdoor commercial advertising

Example:

(1) Kotex helps you forget your worries to be active every day.

(QC of Quynh Anh Store - TN, 2008)

Maybe you are interested!

(2) Biore - forget about acne worries!

(Biore Facial Cleanser QC - TN, 2009)

15. Praise : is the act of the advertiser appreciating and praising the consumer or something belonging to the consumer, with the aim of advertising a product or service. This act plays a very important role and is the main act to attract the recipient of the advertisement to the act of buying and using the product or service being advertised. The act of praising is often aimed at the features and advantages of the advertised product or service, or it can be aimed at the company, manufacturer, or supplier of that product or service.

Example:

(1) You are a wise housewife when choosing Raika cooking oil.

(Raika Cooking Oil QC - TN, 2009)

(2) You were right to choose Vistra for your car!

(QC Vistra Lubricants - TN, 2009)

16. Self-praise : is the behavior in which the advertiser highly appreciates and evaluates himself or something about himself to enhance his prestige and position in front of the recipient of the advertisement. It can be said that in outdoor commercial advertising, self-praise is the main and most important behavior that the advertiser always uses to attract future customers. The speaker of this behavior is often the person representing the company, enterprise or the product or service of the company or enterprise that is being advertised. And those companies and manufacturers often have a long and prestigious tradition, have a long history of achievements, have won many medals and awards at international fairs on consumer goods, and have modern technological lines. For products and services, they are the best, durable, cheap, unique, and have

one of a kind, can bring users unexpected and great effects and benefits that no other product or service of the same type can compare to... In this case, self-praise can more or less coincide with "showing off".

According to the principle of politeness in communication, self-praise can be a behavior that poses a risk to the speaker's reputation and of course it also threatens the reputation of the listener. However, this behavior is still used by advertisers for the purpose of selling products and services. The recipient of the advertisement is also willing to forgive the speaker, because perhaps they are aware that it is just the manufacturer advertising the product or service according to common sense.

Reality has shown that clever praise and self-praise in outdoor commercial advertising often fascinates the recipients of the advertisement and makes them buy products and services they have never known before.

Example:

(1) Thanh Thanh Tra is the best drink for health.

(QC of Vo Tranh store - TN)

(2) ALEX paint - trusted by the whole world.

(QC Son ALEX - TN, 2009)

17. Provocation : is the act of the advertiser aiming to awaken in the heart of the recipient of the advertisement a certain emotion or desire that is already present and latent. In this act, the advertiser often arouses the desire to own or try the product or service being advertised.

Example:

(1) LAED - scooter of new standards.

(QC of Honda Company - Thai Nguyen, 2009)

(2) Surf Oxy foam - bright white, clean, long lasting fragrance.

(QC Surf Soap - TN, 2009)

18. Commitment : is the act in which the advertiser says he will be determined to carry out, to do exactly what he has thought, said, and agreed with the advertising recipient in an official manner so that the advertising recipient sees that the advertiser has the responsibility to do so.

When making a commitment to someone about something, the advertiser assumes that his future actions will be beneficial to the recipient of the advertisement, and if he fails to do so, the advertiser will become a bad person, losing all honor. Therefore, when making a commitment, the speaker has taken responsibility to the listener for the implementation of the action in the future. Commitment is an action of a social nature, often involving more than one person, on the other hand, the commitment is made to help a purpose, and it is in accordance with the wishes of a large number of people who are expecting to promote that purpose. In addition, the nature of this type of responsibility is social: the speaker wants his action to be known to many people, and of course, if he breaks his commitment, it will also be known to many people. Therefore, the commitment is like a promise of honor.

Example:

(1) Phu Bien Cuong is committed to providing customers with the best auto repair services.

(QC of Phu Bien Cuong Enterprise - TN, 2008)

(2) Nestlé is committed to a long-term commitment to the development of the country and people of Vietnam.

(QC of Nestlé Vietnam Company - TN, 2009)

19. Question : is an action that the advertiser often uses to initiate. This action does not require a response from the recipient of the advertisement, so the question in outdoor commercial advertising is almost only valuable as a rhetorical question, and the response that follows is sometimes also from the advertiser.

Example :

(1) Do you believe Pond's will make your skin white and bright in just 7 days?

(Pond's Cosmetics QC - TN, 2009)

(2) Why don't you choose Kaspersky antivirus software for your computer?

(QC of Dat Viet JSC - TN, 2009)

20. Reminding : is the act in which the advertiser speaks with the aim of making the recipient of the advertisement remember the name, label, form or consumption of the advertised product or service. This act deeply imprints in the subconscious of future consumers the image, product or service and stimulates their unconditional reflexes towards the act of buying and using the product or service.

Example:

(1) Don't forget to bring your Yamaha motorbike to Thai Nguyen Stadium for free maintenance and oil change.

(Yamaha Company QC - TN, 2008)

(2) Don't forget to drink Enline milk every day to prevent osteoporosis.

(Enline Milk QC - TN, 2009)

21. Importance : is the behavior that advertisers use to emphasize the importance and necessity of a product or service to a certain group of consumers. This behavior has a strong impact in attracting the recipient of the advertisement.

Example:

(1) Chinsu fish sauce - indispensable for family meals.

(QC Chinsu Fish Sauce - TN, 2009)

(2) Agel functional food - indispensable for health.

(QC Agel Functional Food - TN, 2009)

22. Confirmation : is the behavior that the advertiser uses to confirm the quality and effectiveness of the advertised product or service. From this behavior,

Advertisers aim to gain the trust of advertising recipients in the process of enticing them to buy products and services.

For example: The Institute of Nutrition confirms that Dielac Alpha 123 milk is very good for the health and development of babies.

(QC of Vietnam Dairy Products Joint Stock Company - TN, 2009)

23. Declaration (affirmation) : is the act of the advertiser affirming something as true to the recipient of the advertisement. The purpose of this act is to deepen and create more trust in the recipient of the advertisement.

Example:

(1) Omo - the leading expert in stain removal.

(Omo Detergent Powder QC - TN, 2008)

(2) Salonpas Gel - fast pain relief.

(QC of Hisamitsu Company - TN, 2008)

24. Illustration : is the act by which the advertiser aims to make the recipient of the advertisement know more clearly and specifically about a certain concept or content. This illustration in outdoor commercial advertising is often an image or drawing, that is, it is often vivid and visual.

25. Explanation : is the act by which the advertiser aims to make the recipient of the advertisement understand more about something. Because the content of outdoor commercial advertising is often brief, this explanation is also very simple and concise. Sometimes this act explains the very reason for choosing to use the advertised product or service.

Example: I choose Lifeboy for my family's health.

(Lifeboy Soap Ad - TN, 2009)

26. Evaluation : is the act of the advertiser assessing the value of the advertised product or service. This act aims to gain the trust of the recipient of the advertisement. This act contains a bit of self-praise of the advertised product or service.

Example:

(1) Quality like gold all over the world.

(2) Superior class with Nokia N97.

(Tiger Beer Advertising - TN, 2008)

(Nokia N97 Mobile Phone Ad - TN, 2009)

27. Comment : is the act in which the advertiser gives his opinion on the meaning and importance of the advertised product or service. This act is usually to comment on the meaning of the advertised product or service or its manufacturer or supplier.

Example:

(1) LEAD - scooter of new standards.

(QC of Honda Company - TN, 2009)

(2) Nippon Paint - paints beautifully everywhere.

(QC Nippon Paint - TN, 2009)

28. Suggestion : is the act in which the advertiser suggests something about the advertised product or service, with the aim of letting the advertiser think and decide whether to buy or use that product or service. This act is nothing more than letting the advertiser - the future customer - decide to buy or use the advertised product or service, based on the suggestion. When suggesting to the advertiser, the advertiser does not tell them to "buy this product or use this or that service", but only suggests the possibilities of buying or using that product or service in the advertiser.

Example:

(1) The top solution to combat body odor is Rexona.

(QC of Minh Cau Supermarket - TN, 2009)

(2) Why not give it a try?

(QC Bon Phuong Instant Noodles - TN, 2009)

29. Invitation : is the act of the advertiser expressing his desire, requesting (in a polite manner) the recipient of the advertisement to buy and use their product or service. In terms of linguistic form, "invite" does not reflect the advertiser's effort to make the recipient of the advertisement necessarily buy and use the product or service, but in fact, here the speaker always wants the listener to do that, in a very polite way of invitation. Therefore, the act of invitation is both voluntary and controlling by the advertiser towards the recipient of the advertisement.

Example:

(1) We invite you to visit TNG's sample booth and receive surprise gifts.

(QC of TN Garment Joint Stock Company at TN Fair 2009)

(2) We invite you to visit the exhibition displaying and selling Jingdezhen ceramics from Jiangxi - China.

(QC of Sao Nam Company - TN, 2009)

30. Advice : is the behavior that the advertiser uses to let the advertisement recipient know that the advertiser always works for the benefit of the consumer. The purpose of this behavior is to help the advertisement recipient choose the most satisfactory products and services. That is the product or service being advertised.

Example:

(1) Oral_B - recommended by dentists.

(Oral_B Toothbrush QC - TN, 2008)

(2) V_ROHTO is recommended to protect your eyes.

(QC of Viet Bac Pharmacy Store - TN, 2008)

31. Appeal : is the action that the advertiser uses to persuade the recipient of the advertisement to do something for the common good or their own benefit. These actions, in one way or another, are related and direct the recipient to the advertised product or service.

Example:

(1) Always give your baby optimal nutrition for development.

(QC Dumex Milk - TN, 2009)

(2) Come to Hon Ngoc Viet to enjoy the atmosphere of a real party!

(QC of Hon Ngoc Viet Restaurant - TN, 2009)

32. Urging : is the behavior in which the advertiser aims to urge the recipient of the advertisement to participate in a promotion to choose, buy, use the advertised product or service, or to come and see, contact, or find out information about that product or service. What the advertiser wants to achieve in the recipient of the advertisement is the feeling of having to act , having to do something in a series of things that the advertiser wants from them.

Example:

(1) Hand-to-hand lucky money, chance to get rich. Simply by using Epartner card.

Quickly scratch the card to receive thousands of valuable prizes.

(QC of VietinBank - TN, 2009)

(2) Celebrating VPBANK's 16th anniversary. Happy birthday, double the joy. More than 32,000 prizes are waiting for you!

(QC of VPBANK - TN, 2009)

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