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Date Published: 29/04/2022
Abstract Views: 648
Views PDF: 328
DOI: https://doi.org/10.25073/2525-2445/vnufs.4825
Issue
Vol. 38 No. 2
Section
Research
How to Cite
Thi Thuy Linh, T., & Phuong Thanh, N. (2022). DISCOURSE ANALYSIS OF SOME NIVEA ADVERTISEMENTS IN CHINESE BY USING FAIRCLOUGH’S THREE-DIMENSIONAL MODEL. VNU Journal of Foreign Studies, 38(2), 53-61. https://doi.org/10.25073/2525-2445/vnufs.4825

DISCOURSE ANALYSIS OF SOME NIVEA ADVERTISEMENTS IN CHINESE BY USING FAIRCLOUGH’S THREE-DIMENSIONAL MODEL

Tran Thi Thuy Linh1,2,, Nguyen Phuong Thanh1,2
1 Faculty of Interdisciplinary Studies
2 Thai Nguyen University, Lao Cai Campus

Main Article Content

Abstract

Nivea is a global German brand, founded in 1882, specializing in skin care and body products. Therefore, Nivea advertisements are popular all over the world. Based on Fairclough's three-dimensional  model, we analyzed 10 Chinese Nivea advertisements in the Chinese market, taken from the website http://www.youtube.com, including texts, discourse practices, and social practices. This research results showed that linguistic features that Nivea used in advertising had great effect in attracting the attention of the viewers; discourse strategies such as self-representation, exaggeration, providing scientific proof, establishing close relationships with customers... played an important role in building faith with customers; modern life with fast pace, gender features, oriental beauty concepts also directly affected the construction of advertising.

Article Details

Keywords

discourse analysis, Fairclough, Nivea, advertising, Chinese

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