An analysis of lexical cohesive devices in funtional food advertisements in English and Vietnamese

Abstract

This is a study of discourse analysis of functional food advertisements. The data are 20 samples of advertisements collected from some popular magazines in English and Vietnamese. Through a variety of methods, namely deductive method, inductive method, qualitative method, quantitative method, and descriptive method, the study analyzes the employment of lexical cohesive devices in the 20 samples of advertisements to work out their cohesive functions in particular, their roles in general in the creation of successful advertisements. The findings of the study help to find out some similarities and differences in using lexical cohesive devices between English and Vietnamese samples. This thesis hopefully contributes to the general understanding of the notion “functional food” and the language of advertising. Moreover, learners, teachers, especially the copywriters may benefit from this study to create an advertisement for a functional food product when comprehensively understanding the roles of lexical cohesive devices in the discourse of functional food advertisements.