This study compares the language use strategies in the advertisements of the two models of Japanese car brands: TOYOTA PRIUS and HONDA FITby analyzing the language used in words and voices in the television advertisements. The language use is categorized into three channels: written words, narrators’ voices, and storytelling dialogues.The data are collected from 20 Japanese car advertisements on television broadcasted in Japan (10 for each brand). The results reveal that the sentences presented in written words and narrators’ voices of both car model advertisements are mostly in either incompletestructures or reduced predicate structures. This is due to the fact that the main characteristic of the Japanese language normally contains predicate structure reduction in order that a receiver can interpret message meanings without being engaged by a sender. This is one of the strategies that advertisement producers use to attract more interest from customers.For the narrators’ voices, there are more potentials in the use of complete sentences. Five sentence types are categorized based on intention of senders: 1) informative sentences; 2) persuasive sentences; 3) interrogative sentences; 4) imperative/request sentences; and suggestive sentences. It is found that persuasive sentences, interrogative sentences, and imperative sentences are used in headlines to draw more attentions rather than the use of informative sentences. The advertisements of TOYOTA PRIUS emphasize on the use of informative sentences in all channels; as a result, there are a more variety of sentence types. HONDA FIT advertisements do not use dialogues, but emphasize on giving information mainly through narrators’ voices. In addition, advertisements of both car models use catch copies or advertising slogans in English in order to create up-to-dated images and to build recognition. However, the two advertisements are different in the way in which TOYOTA PRIUS uses a repetition of the model PRIUS whereas HONDA FIT has a more repetition of advertising slogans. This indicates that the advertisement producers use repetitions at different points where they need customers to remember.
(2563). การใช้ภาษาในสื่อโฆษณารถยนต์ญี่ปุ่น: กรณีรถยนต์ TOYOTA PRIUS กับรถยนต์ HONDA FIT. วารสารศิลปศาสตร์ มหาวิทยาลัยรังสิต, 15(2), 203-219.