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Context in english and vietnamese advertisements

All approaches to discourse analysis attach much important to context. What is context? It is the object which has a relationship to language use: language-communication-context. Also, context is focused on in many researches, and has a close correlation to communication or to the model of communication. This article presents an overview about context in English and Vietnamese advertisements. | Nguyễn Thị Diệu Hà Tạp chí KHOA HỌC & CÔNG NGHỆ 103(03): 141 - 143 CONTEXT IN ENGLISH AND VIETNAMESE ADVERTISEMENTS Nguyen Thi Dieu Ha* Faculty of Foreign Languages- TNU SUMMARY All approaches to discourse analysis attach much important to context. What is context? It is the object which has a relationship to language use: language-communication-context. Also, context is focused on in many researches, and has a close correlation to communication or to the model of communication. This article presents an overview about context in English and Vietnamese advertisements. Keywords: context, English advertisement, Vietnamese advertisement Introduction* It was 1973 that discourse analysis was dealt with in detail in M.A.K Halliday’s functional approach to language. Halliday’s linguistic model stresses the social function of language as an important factor to obtain the success in communication. His approach has great influence on British discourse analysis which has connections with the Prague School of linguistics. Halliday’s linguistic model emphasizes the social function of language, i.e. the ideational which consists of the experiential and the logical, the interpersonal and the textual, and the thematic and information structure of speech and writing. Discourse analysis has an important role in understanding what has/ have been conveyed in a text. Because, in fact, when grammatical and phonological forms are examined separately, they are unreliable indicators of functions: when they are spoken, and looked at in context. So far there have been many different ways of defining a discourse. According to Crystal (1992), discourse is a continuous stretch of language lager than a sentence, often constituting a coherent unit such as sermon, argument, joke or narrative. On the other hand, Widdowson (1977) considered that discourse is a use of sentences to perform acts of communication which cohere into large communicative units. Halliday and Hassan (1989) define .