Lexical Features in Food Advertising Slogans in American English and Vietnamese

Abstract

This study aims to investigate the lexical features of American English and Vietnamese food advertisements. In particular, the study focuses on analyzing and describing the lexical features of American English and Vietnamese food advertisements. Moreover, the article gives an analysis of the language of advertising from the linguistic point of view and lexical features of food advertising in 100 slogans in American English and Vietnamese. The advertising slogans chosen for the analysis on a random basis were divided into many different groups with a focus on word classification and lexical elements. The result of the study will contribute to enhancing the understanding of the advertising language aspect, helping advertisers in Vietnam create a highly effective advertisement that has positive effects on advertising viewers.