LEXICAL AND GRAMMATICAL FEATURES OF UNIVERSITY ADVERTISING SLOGANS IN JAPANESE

Abstract

Current studies on advertising slogan are mostly based on a corpus of those for commercial products. There is little research on advertising slogans of training institutions, especially of universities. In this paper, we examined the slogans of 123 universities in Japan to investigate their lexical and grammatical features. The findings can be used as a basis for comparing university advertising slogans in Japanese and those in Vietnamese. The paper is hoped to assist Vietnamese learners of Japanese in translating advertising slogans from Vietnamese to Japanese.