A contrastive analysis of move structure of Vietnamese and English advertising discourses

Abstract

Systemic functional linguistics theory has been receiving a great deal of attention from Vietnamese linguists.. The present paper employed some perspectives of this theory in order to compare and  contrast 400 Vietnamese advertising discourses and 400 English ones. The results indicated that the Vietnamese and English advertising discourses shared some similarities and differences in move structure and realizations of moves. The findings will be beneficial to the researchers, copywriters, and teachers who are teaching English for Specific Purposes (ESP) about advertisements because these findings provide them with more knowledge of advertising discourses in Vietnamese and English and the application of SFL theory to studying advertising discourses.