Phân tích diễn ngôn đa phương thức những quảng cáo đồ ăn nhanh bằng tiếng Anh

THAI NGUYEN UNIVERSITY

SCHOOL OF FOREIGN LANGUAGES

DUONG HONG YEN

A MULTIMODAL DISCOURSE ANALYSIS OF FAST FOOD

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(Phân tích diễn ngôn đa phương thức

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M.A THESIS

Field: English Linguistics

Code: 8220201

THAI NGUYEN - 2019

THAI NGUYEN UNIVERSITY

SCHOOL OF FOREIGN LANGUAGES

DUONG HONG YEN

A MULTIMODAL DISCOURSE ANALYSIS OF FAST FOOD

ADVERTISEMENTS IN ENGLISH

(Phân tích diễn ngôn đa phương thức

những quảng cáo đồ ăn nhanh bằng tiếng Anh)

M.A THESIS

(APPLICATION ORIENTATION)

Field: English Linguistics

Code: 8220201

Supervisor 1: Prof. Dr. Hoang Van Van

Supervisor 2: Dr. Nguyen Trong Du

THAI NGUYEN - 2019

i

DECLARATION

I hereby warrant and declare that the thesis entitled “A multimodal

discourse analysis of fast food advertisements in English” is the outcome of my

own work except elsewhere states otherwise by the references or acknowledgment.

It has not been submitted previously, in whole or in part, for the award of any other

academic degree or diploma.

SUPERVISORS’ SIGNATURE

Supervisor 1

Prof. Dr. Hoang Van Van

Supervisor 2

Dr. Nguyen Trong Du

STUDENT’S SIGNATURE

Duong Hong Yen

ii

ACKNOWLEDGEMENTS

I wish, first of all, to show my sincere gratitude to my supervisors, Prof. Dr.

Hoang Van Van and Dr. Nguyen Trong Du for their wholehearted assistance.

Without their invaluable comments, advice, and corrections, this thesis would not

have been possible.

My special thanks also go to all of my lecturers at the Department of Post￾graduate Studies, School of Foreign Languages, Thai Nguyen University for their

precious lectures and suggestions that have inspired me and helped me very much in

the completion of my study.

Furthermore, I am grateful to all authors of books listed in the bibliography,

whose ideas are good references for my research to be conducted and developed.

Last but not least, I am indebted to my family and my friends who

encouraged and supported me a lot.

iii

ABSTRACT

Online advertisement is one of the various kinds of media advertisement

which unavoidably surrounds people‟s life these days. Over the recent decades,

many people of all ages have been into fast food products because of their

undeniable advantages. There are also, however, some health problems that can be

caused by fast food but a majority of people cannot stop themselves purchasing and

eating this type of food. A lot of individuals buy certain products might be due to

effective marketing strategies of the company. This study aims at figuring out which

verbal and non-verbal elements have been used in fast food advertisements in

English and their persuasive effects on the consumption of the audience by having

been placed within the multimodal discourse analysis perspective of Norris (2004).

Explicitly, three video advertisements of the three most well-known fast food chains

in the world (Kentucky Fried Chicken, McDonald‟s, and Burger King) were

analyzed. The findings of the study reveal that apart from language, there are many

other communicative modes influencing people to consume fast food products like

proxemics, posture, gesture, gaze, head movement, music, print, and layout. Among

those, each mode weighs differently in advertisements and has certain effects in

persuading advertisement viewers.

iv

TABLE OF CONTENTS

DECLARATION ..................................................................................................................i

ACKNOWLEDGEMENTS ................................................................................................ii

ABSTRACT.........................................................................................................................iii

LIST OF ABBREVIATIONS ............................................................................................vi

LIST OF FIGURES...........................................................................................................vii

CHAPTER 1: INTRODUCTION.......................................................................................1

1.1. Rationale .........................................................................................................................1

1.2. Aims of the study............................................................................................................2

1.3. Research questions..........................................................................................................2

1.4. Significance of the study.................................................................................................2

1.5. Scope of the study...........................................................................................................2

1.6. Design of the study .........................................................................................................3

CHAPTER 2: LITERATURE REVIEW ..........................................................................4

2.1. Theoretical background ..................................................................................................4

2.1.1. Discourse and discourse analysis.................................................................................4

2.1.2. Multimodal interactional analysis................................................................................5

2.1.3. Advertising.................................................................................................................12

2.1.4. Fast food ....................................................................................................................14

2.2. Review of related studies..............................................................................................15

CHAPTER 3: METHODOLOGY ...................................................................................18

3.1. Context of the study......................................................................................................18

3.2. Research approach ........................................................................................................19

3.3. Research methods.........................................................................................................19

3.4. Data collection procedure .............................................................................................20

3.4.1. Collecting and logging data .......................................................................................20

3.4.2. Viewing data ..............................................................................................................20

3.4.3. Transcribing...............................................................................................................20

3.4.4. Analyzing data ...........................................................................................................22

CHAPTER 4: FINDINGS AND DISCUSSION..............................................................23

4.1. KFC advertisement .......................................................................................................23