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Date Published: 29/04/2022
Abstract Views: 585
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DOI: https://doi.org/10.25073/2525-2445/vnufs.4826
Issue
Vol. 38 No. 2
Section
Research
How to Cite
Thi Kim Loan, B. (2022). THE MOVE STRUCTURE OF VIETNAMESE ADVERTISING DISCOURSE. VNU Journal of Foreign Studies, 38(2), 62-75. https://doi.org/10.25073/2525-2445/vnufs.4826

THE MOVE STRUCTURE OF VIETNAMESE ADVERTISING DISCOURSE

Bui Thi Kim Loan1,2,
1 Faculty of Foreign Languages
2 Van Lang University

Main Article Content

Abstract

The theory of genre was used in the paper to find out the move structure of Vietnamese advertising discourse. The paper investigated 400 Vietnamese advertising discourses to find out how Vietnamese copywriters used the moves in order to serve communicative purposes of advertisement. The findings show that the Vietnamese copywriters used the 10-move structure so as to discourse structure of advertisements. The findings indicate that according to particular communicative situations the copywriters prioritized the choice of valuable moves to present the content of advertisements, which therefore persuaded customers to buy advertised products or use advertised services. The findings will help foreign language teachers, copywriters and anyone who studies advertisements to have more knowledge of the move structure of the Vietnamese advertising discourse.

Article Details

Keywords

genre, move structure, advertising discourse, move, content of advertisement

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