THE MOVE STRUCTURE OF VIETNAMESE ADVERTISING DISCOURSE

Abstract

The theory of genre was used in the paper to find out the move structure of Vietnamese advertising discourse. The paper investigated 400 Vietnamese advertising discourses to find out how Vietnamese copywriters used the moves in order to serve communicative purposes of advertisement. The findings show that the Vietnamese copywriters used the 10-move structure so as to discourse structure of advertisements. The findings indicate that according to particular communicative situations the copywriters prioritized the choice of valuable moves to present the content of advertisements, which therefore persuaded customers to buy advertised products or use advertised services. The findings will help foreign language teachers, copywriters and anyone who studies advertisements to have more knowledge of the move structure of the Vietnamese advertising discourse.