Pragmatics of personal pronouns in American and Vietnamese advertisements: a cross-cultural analysis

Abstract

Abstract: This study examines the pragmatic functions of personal pronouns in American and
Vietnamese magazine advertisements through the lens of individualism-collectivism cultural
dimensions. Analyzing 131 American and 123 Vietnamese advertisements from 2018-2020, the
research reveals significant cross-cultural differences in pronoun usage patterns. American
advertisements predominantly employ singular self-mentions (I), exclusive plural forms (we), and
reader pronouns (you) at rates of 0.7%, 1.7%, and 3.4% respectively, while Vietnamese
advertisements favor inclusive plural forms (0.04%) and substitute common nouns and indefinite
pronouns for direct address. These patterns reflect deeper cultural orientations: American advertising
emphasizes individual agency and direct interpersonal engagement, while Vietnamese advertising
prioritizes collective identity and indirect communication. The findings demonstrate that personal
pronouns function as critical pragmatic markers of cultural values, serving not merely as referential
devices but as strategic tools for constructing culturally-appropriate advertiser-consumer
relationships. This research contributes to understanding how linguistic choices in promotional
discourse both reflect and reinforce cultural dimensions of individualism and collectivism.
Key words: Personal pronouns; pragmatics; advertising discourse; individualism-collectivism;
cross-cultural communication; Vietnamese-American comparison.