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nguage in other aspects, however, due to the limit of this essay, only three above-mentioned are chosen to be discussed in this section and to be examined in the later one.

This study focuses on the difference between the languages used by men and women in different advertisements for one same product, namely Clear Shampoo, a very popular shampoo in Vietnam. Secondly, it will test whether the advertisers are successful in utilizing the difference between men and women language in order to target viewers of different genders by checking whether viewers of different genders can recognize which advertisement is for them or not.

First of all, English versions of seven Clear Shampoo advertisements are selected to be the data for analyzing and those advertisements are chosen for several reasons. Firstly, shampoo is now an essential cosmetic product that people, regardless of their age, their social or financial status and certainly their gender, have to use in their daily life. Thus, it is worthwhile to investigate the advertisements of such product. Secondly, it is found that there are several different advertisements of Clear Shampoo on television as well as on Youtube at the same time and it is presumed by the author that it may result from the advertisers' purpose of targeting viewers of different genders. Consequently, with the help of Google search and Youtube website, seven advertisements of Clear Shampoo are collected and transcribed in the appendices of this essay for being analyzed. Differences among those advertisements will then be figured out by checking the above-mentioned theory and later used to group the seven advertisements into 3 groups: for men, for women and for both men and women.

To make the research more reliable, the seven selected advertisements for Clear Shampoo are shown to 20 viewers of both genders who are non-native speakers of English but gain sufficient proficiency to understand the advertisements. Actually, they are Vietnamese teachers of English and students of some M.A. programs for English Linguistics or English Teaching Methodology. The viewers are asked to watch the seven advertisements and answer four following questions:

- Who does each advertisement target, men or women?

- What features of the advertisement tell you about its target viewers?

- Does language used in the advertisement one of those features?

- How does language tell you about the target viewers?

The results of the interviews surprise the author when most of interviewees, after answering the first two questions, claim the features that inform them about the target viewers of the advertisements are mainly the models and images of the ads. Most of them only pay attention to the language of the advertisement after the third question.  However, they all realize the difference in the language used in the adverts and agree that the language used in adverts by men and women partly tell us about the target viewers.

Thus, firstly, this section presents the gender differences in language used in seven Clear Shampoo advertisements which are grouped in differences in (1) choice of topic, (2) choice of word and (3) manner of speaking. Such differences are本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。