1. Rationale of the study
The Vietnamese government and people have a more and more positive point of view the role of trading activities in which the value of corporate advertisement has been highly appreciated after Vietnam operated the open-door policy as well as officially joined the biggest trade organization “WTO”. In order to create good images of a company or an organization, it is essential to build an informative and eligible advertising. The purveyors might market their branches of business, operational policies, and organization and so on through their skills of textual and lexical manipulation.

The corporate introduction is normally written by the owner of the company in his/her mother-tongue language and has it translated into target language or by the copywriter. Thus, sometimes the terminology and terms used to render the text might be different from the original meanings. Besides the sentences and grammatical cohesive devices, the lexical cohesive devices are also essential to make a text to be a coherent message.

To a writer of corporate advertisings, knowledge of linguistics, culture in general and discourse analysis is really important for a coherent text. Corporate advertising is a means of introducing company or organization name, operation methods, potentials, services, production, staff and so on. I recognize some challenges in dealing with an interesting but demanding text of corporate advertising. These might be solved by writers if they have a thorough comprehension of and ability to use coherence and cohesive devices in the discourse. In discourse, cohesion has an interrelation with coherence; the former is a guide to and part of the latter in reading, writing. They are features related to elements that produce cohesive and coherent texts. Thus, I make decision to study the use of lexical cohesion in the English and Vietnamese corporate advertisings as well as the frequency of occurrence.

2. Aims of the study
This thesis aims to:
– give a systematic and comprehensive description of lexical cohesion features in English
– figure out how these devices are used in texts
– make comparative analysis of lexical cohesion between English and Vietnamese corporate advertisements to help copywriters and readers surmount difficulties in using and understanding the lexical cohesive devices.

3. Scope of the study
Within the framework of a minor M. A thesis, we only study on lexical cohesion in the corporate advertisement texts in English and Vietnamese taken from the only sources of websites that introduce companies or organizations. The sample includes 3 texts in English and 3 texts in Vietnamese used as written discourses.

4. Methods of the study
The methods of description, analysis and statistic in linguistics are used in this study. The data are collected by pointing out the frequency of occurrence of lexical cohesive devices used in the written discourse of corporate advertisements. The investigation will lead to the implication of better methods of writing corporate advertisements using lexical cohesive devices.
5. Design of the study
This minor thesis consists of three parts as follows:
Part A: Introduction
Part B: Development
There are three chapters in this part
Chapter 1 deals with theoretical background of the research with three main sections like: discourse and discourse analysis, cohesion & coherence and lexical cohesion
Chapter 2 presents specific features of advertisement in general and corporate advertisements in particular