Mobilizing a Nation: Persuasive Appeals in Vietnamese War Posters

Author:

Nguyen Hieu P.1ORCID

Affiliation:

1. Department of Marketing, College of Business, California State University Long Beach, 1250 Bellflower Blvd, Long Beach, CA 90804, USA

Abstract

How did the government of North Vietnam use propaganda posters during the Vietnam War (1955–1975) to rally Vietnamese people's support of its war efforts and successfully drive the Americans out of Vietnam? Through an interpretive analysis of the iconography and texts found in 141 posters, this study demonstrates four thematic appeals in Vietnamese posters during the Vietnam War: 1/ Emotional appeals (hate and sympathy; pride and indomitability); 2/ Social unity (dedication; allegiance and solidarity); 3/ Authority and leadership; and 4/ Idealized future. The study delivers fresh insights for research in social marketing, communication, art history, political science, and Asian studies.

Publisher

SAGE Publications

Subject

Marketing

Reference97 articles.

1. Titans/Planners, Bohemians/Revolutionaries: Male Empowerment in the 1930S

2. Anh Ngoc (2015), “Tranh Cổ Động Việt Nam Trong Mắt Hoạ Sỹ Nước Ngoài,” (Vietnamese Propaganda Posters in Foreign Artists’ Eyes) available at: https://vnexpress.net/tin-tuc/the-gioi/tranh-co-dong-khang-chien-cua-viet-nam-trong-mat-hoa-si-nuoc-ngoai-3160488.html (accessed October 20, 2017).

3. Reservation and Development of Vietnamese Dong Ho Folk Painting

4. null

Cited by 3 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3