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Description
This research examines the linguistic strategies employed in English and Vietnamese NIVEA cosmetic advertisements for women on YouTube through a qualitative comparative approach grounded in Fairclough’s three-dimensional model of Critical Discourse Analysis and Sharifian’s Cultural Linguistics framework. Drawing on 20 advertisements (10 English, 10 Vietnamese), the analysis is supported by systematic coding and frequency analysis of key linguistic features, and identifies notable differences in lexical, syntactic, and rhetorical choices: English ads rely heavily on evaluative adjectives and scientific terminology to blend emotional and scientific appeals, whereas Vietnamese ads foreground functionality through dense use of action verbs and numerals highlighting measurable results. Interpreted through cultural conceptualizations of femininity and beauty, the findings reveal that English advertisements construct an independent, self-assured female identity, while Vietnamese advertisements emphasize social harmony, maintaining an appropriate appearance and avoiding imperfections. The findings highlight the need for culturally informed message localization, encourage advertisers to avoid reinforcing narrow beauty standards, and support consumers in adopting a more critical stance toward advertising discourse.
Key words: language strategies, Critical Discourse Analysis, Cultural Linguistics, English - Vietnamese comparison, beauty conceptualisations
Biography
The study is conducted by our research team from the University of Languages and International Studies, Vietnam National University, Hanoi, including two undergraduate students majoring in English Linguistics and our academic supervisor, Dr. Nguyen Thuy Phuong Lan.
Tran Duc Vu and Nguyen Huong Ly are senior students with strong academic interests in discourse analysis, media communication and applied linguistics. Our work focuses on the intersection of language, culture and digital media, particularly in analyzing how linguistic strategies are employed in advertising and online platforms. Both of us have actively engaged in academic and extracurricular activities related to communication, demonstrating our ability to connect theoretical knowledge with practical contexts.
Dr. Nguyen Thuy Phuong Lan is a lecturer specializing in English linguistics and its specific purposes . With extensive experience in teaching and supervising student research projects, she has provided essential academic guidance for this study, particularly in applying critical discourse analysis and cultural linguistic frameworks.
Together, our research team aims to explore how language strategies in English and Vietnamese cosmetic advertisements reflect cultural ideologies and influence audience perception.
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