The Analysis of Implicatures in Vietnamese Local Brand Slogans

Abstract

These days, it is evident that advertisements have become increasingly creative and accompanied by slogans that are meaningful as well as attractive. Therefore, the paper focuses on analyzing implicatures in the Vietnamese local brands’ slogans, particularly those incorporating the terms “Việt” or “Việt Nam,” with the purpose of finding out what type of implicature of each slogan as well as implied meanings and shared points between them. Based on the framework of the pragmatic identity approach of Erisha (2016), there were three main stages, starting with collecting slogans, analyzing them, and presenting the results. After researching, the author found five slogans that include the words “Việt” or Việt Nam.” The study reveals that the slogans all express several of the same ideas, including top-notch products, care for customers, and deep-rooted respect for Vietnamese values and traditions.