1. Introduction
Currently, along with the strong development of the market economy, goods and
services are more and more diverse and rich in types. Accordingly, the need to
introduce goods and services of production and business establishments to consumers
is increasing. Therefore, advertising increasingly asserts its role and position in the
socio-economic development in general and the business process of enterprises in
particular. As William (1984) stated, “advertising is a marketing communication that
employs openly sponsored, non-personal message to promote or sell a product,
service or idea”. The purpose of advertising is to introduce products and services to
many customers, so it can be done in any way and by any means. Advertising plays a
role in helping businesses as well as sellers improve their brand awareness and bring
their products and services closer to customers. Each medium has its own function,
but between them there is also a mutual relationship and complement each other. For
products that are widely distributed, sociolinguistics are carefully constructed and
designed to create a comprehensive effect. For consumers, advertising is a necessary
activity that helps consumers access the goods and services they need easily and
conveniently. For the above reasons, advertising activities in many countries around
the world take place in a loud and massive manner with various forms. In fact, there
are many goods and services that are very different in quality, price, method and
usage, such as capital goods, food, services such as medical examination and
treatment, etc. vocational training. Therefore, it is necessary to have advertisenments
that are suitable for each type of product and service of the business. Among them,
the sociolinguistic characteristics of English advertisements is a hot topic that
receives the attention of experts, businesses and especially consumers. According
Paulston (2003), “sociolinguistics is the descriptive study of the effect of any and all
aspects of society, including cultural norms, expectations, and context, on the way
language is used, and society’s effect on language”. These characteristics play an
important role in improving the quality of advertising, bringing ads closer to
customers, thereby improving customers’ brand awareness of products and services
of the business. However, up to now, there have not been really in-depth studies on
sociolinguistic features of English advertising in some countries around the world.
Therefore, this article is carried out with the purpose of investigating and researching
clearly and specifically the sociolinguistic characteristics of English advertising in
Vietnam and English-speaking countries.
2. Content
2.1. Sociolinguistic characteristics of English Advertisement in Vietnam
The first important characteristic of the English Advertisement in Vietnam is
accuracy, neatness and conciseness. Thanks to the quality and reputation of the
product brand for a long time before, just by mentioning the name, consumers can
know the name of products and services, their quality, prestige and price. The
accuracy, neatness and conciseness of English advertising words is shown first of all
