Visual communication in car advertising posters in Vietnam from a sociosemiotic perspective

Thanh Thai Nguyen

doi:10.31893/multiscience.2025346

Keywords:

visual communication

visual grammar

sociosemiotics

Abstract

In today's fiercely competitive market, advertising plays a crucial role in shaping consumer behavior. To achieve this, it does not just rely on language but also uses creative visual elements to deliver messages and leave a lasting impact. Therefore, studying advertising discourse from a sociosemiotic perspective is essential for evaluating the effectiveness of incorporating visual elements into advertising discourse. The data for analysis was collected from 30 advertising posters featuring six Mitsubishi car models (Pajero, Xpander, Outlander, Triton, Xforce, and Attrage) sourced from the fan pages of various dealerships. Regarding communicative purpose, the research results indicate that the intended message of advertising discourse can be effectively communicated through the lines of meaning embedded in visual elements. First, to create various types of messages, the central figure (the car model) must perform different types of process and be presented in different states and circumstances. In addition, the advertising discourse is effectively organized, with central entities and key information predominantly highlighted and positioned centrally. Moreover, ideal information about the car model is typically presented in the upper section of the discourse, which can influence the readers' perception of the subsequent details and potentially shape their attitude. However, the interactive meaning has not been effectively conveyed by advertisment makers, as the visual fidelity of the car model is often low. Most of the images in the surveyed advertising discourse are heavily edited, which diminishes their authenticity. From a sociosemiotic perspective, car advertisements in Vietnam reflect cultural values by portraying cars as valuable assets through eye-level or low-angle shots and highlighting eco-friendly features. They also address practical concerns by showcasing the car’s ability to navigate diverse terrains, appealing to the needs and values of Vietnamese consumers.
References
1. Anwar, B. (2024). Unlocking visual grammar theory: A multi-modal discourse analysis of non-product advertisement. Pakistan Journal of Society, Education and Language (PJSEL), 10(2), 105–115. https://www.pjsel.jehanf.com/index.php/journal/article/view/1381
2. Austin, J. L. (1962). How to Do Things with Words. Oxford University Press.
3. Bilal, H. A., Asghar, I., Nawaz, N., & Zaman, K. M. (2021). Visual grammar of advertisements: A multimodal analysis of advertisements of educational institutions. Pakistan Journal of Social Sciences, 41(3), 583-596. http://pjss.bzu.edu.pk/index.php/pjss/article/view/1014
4. Cameron, D., & Panovic, I. (2014). Working with Written Discourse. SAGE Publications, Ltd.
5. Canning, P., & Walker, B. (2024). Discourse Analysis: A Practical Introduction. Routledge.
6. Chunyu, H., & Mengxi, L. (2016). A multimodal discourse analysis of Tmall’s double eleven advertisement. English Language Teaching, 9(8), 156-169. http://dx.doi.org/10.5539/elt.v9n8p156
7. Cook, G. (2001). The Discourse of Advertising (2nd ed.). Routledge.
8. Cook, G. (2007). The Language of Advertising: Major Themes in English Studies. Routledge.
9. Enemuo, O., & Chukwu, E. (2023). Visual grammar of advertisements: A multimodal analysis of grocery advertisement. Nnadiebube Journal of Languages and Literatures (NJLL), 1(1), 112-128. https://acjol.org/index.php/njll/article/view/3963/3893
10. Goddard, A. (2002). The Language of Advertising: Writen Texts (2nd ed.). Routledge.
11. Guo, F., & Feng, X. (2017). A multimodal discourse analysis of advertisements-based on visual grammar. Journal of Arts & Humanities, 6(3), 59-69. https://doi.org/10.18533/journal.v6i3.1132
12. Halliday, M. A. K. (1985). An Introduction to Functional Grammar (1st ed.). Edward Arnold.
13. Halliday, M. A. K. (2014). Halliday’s Introduction to Functional Grammar (4th ed.). Routledge.
14. Hu, H. (2019). Meta-function analysis of movie posters from the perspective of visual grammar. In Proceedings of the 9th International Conference on Information and Social Science (ICISS 2019) (pp. 118-191). Manila, Philippines. https://dx.doi.org/10.25236/iciss.2019.035
15. Jones, H. R. (2012). Discourse Analysis: A Resource Book for Students. Routledge.
16. Kayani, A. I., Mangrio, R. A., & Anwar, B. (2022). Visual grammar and meaning: A multi-modal discourse analysis of selected jubilee life insurance company advertisements. Pakistan Languages and Humanities Review, 6(4), 605–621. https://doi.org/10.47205/plhr.2022(6-IV)55
17. Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Spychology & Marketing, 25(2), 146-178. https://doi.org/10.1002/mar.20204
18. Kress, G,. & Van Leeuwen, T. (2020). Reading images: The Grammar of Visual Design (3rd ed.). Routledge.
19. Kress, G., & Van Leeuwen, T. (1996). Reading Images: The Grammar of Visual Design. Routledge.
20. Kress, G., & Van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design (2nd ed.). Routledge.
21. Lien, N. (2016). Vietnamese women’s representation in TV commercials related to Lunar New Year: A critical discourse analysis. VNU Journal of Foreign Studies, 32(2). https://js.vnu.edu.vn/FS/article/view/1539
22. Linh, N. (2021). A multimodal discourse analysis of romantic comedy movie posters. VNU Journal of Foreign Studies, 37(3). https://doi.org/10.25073/2525-2445/vnufs.4647
23. Loan, B. T. K. (2021). Visual grammar in Vietnamese advertising discourse. Journal of Foreign Studies, 38(4), 51-62.
24. Loan, B. T. K. (2022). Visual grammar of the Vietnamese advertising discourse. VNU Journal of Foreign Studies, 38(4), 51-62. https://doi.org/10.25073/2525-2445/vnufs.4733
25. Ly, T. H., & Jung, C. K. (2015). Multimodal discourse: A visual design analysis of two advertising images. International Journal of Contents, 11(2), 50-56. http://dx.doi.org/10.5392/IJoC.2015.11.2.050
26. Martinec, R. (1998). Interpersonal resources in action. Semiotica, 135(1), 117-145.
27. Mitchell, A. A. (1986). The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement. Journal of Consumer Research, 13(1), 12–24. https://doi.org/10.1086/209044
28. Ngo, T. H. (2023). Interactive meaning of visual images in Da Nang city tourism discourses on some Vietnamese websites. VNUHCM Journal of Social Sciences and Humanities, 6(4), 1817-1825. https://doi.org/https://doi.org/10.32508/stdjssh.v6i4.789
29. Nugroho, A. D. (2009). The generic structure of print advertisement of Elizabeth Arden's intervention : A multimodal discourse analysis. Kata, 1(1), 70-84.
30. O'Toole, M. (1994). The Language of Display Art. Leicester University.
31. Oyama, R. (1999). Visual Semiotics: A Study of Images in Japanese Advertisements (Doctoral thesis). University of London, London, UK. https://discovery.ucl.ac.uk/id/eprint/10019140/. Accessed on August 25th, 2024.
32. Pratiwy, D., & Wulan, S. (2018). Multimodal discourse analysis in Dettol TV advertisement. KnE Social Sciences, 3(4), 207–217. https://doi.org/10.18502/kss.v3i4.1932
33. Sari, V. W., & Noverino, R. (2021). A multimodal discourse analysis in Pantene advertisement. International Journal of Linguistics, Literature and Translation, 4(10), 21–30. https://doi.org/10.32996/ijllt.2021.4.10.4
34. Searle, J. (1969). Speech Acts: An Essay in the Philosophy of Language. Cambridge University Press.
35. Shukla, A., & Mishra, A. (2023). Effects of visual information and argument concreteness on purchase intention of consumers towards online hotel booking. Vision, 27(5), 639-649. https://doi.org/10.1177/09722629211038069
36. Smith, R. A. (1991). The effects of visual and verbal advertising information on consumers’ inferences. Journal of Advertising, 20(4), 13–24. https://doi.org/10.1080/00913367.1991.10673351
37. Vahid, H., & Esmae’li, S. (2012). The power behind images: advertisement discourse in focus. International Journal of Linguistics, 4(4), 36-51. https://doi.org/10.5296/ijl.v4i4.2658
38. Van Leeuwen, T. (1999). Speech, Music, Sound. Macmillan. https://doi.org/10.1007/978-1-349-27700-1
39. Vestergaard, T., & Schröder, K. (1991). The Language of Advertising. Wiley-Blackwell.
40. Zhao, J. (2023). A multi-modal discourse analysis of the film poster ‘No More Bets’ from the perspective of visual grammar. Frontiers in Art Research, 5(17), 72-78. https://dx.doi.org/10.25236/FAR.2023.051713

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Nguyen, T. T. (2025). Visual communication in car advertising posters in Vietnam from a sociosemiotic perspective. Multidisciplinary Science Journal, 7(7), 2025346. https://doi.org/10.31893/multiscience.2025346

[1] Anwar, B. (2024). Unlocking visual grammar theory: A multi-modal discourse analysis of non-product advertisement. Pakistan Journal of Society, Education and Language (PJSEL), 10(2), 105–115. https://www.pjsel.jehanf.com/index.php/journal/article/view/1381

[2] Austin, J. L. (1962). How to Do Things with Words. Oxford University Press.

[3] Bilal, H. A., Asghar, I., Nawaz, N., & Zaman, K. M. (2021). Visual grammar of advertisements: A multimodal analysis of advertisements of educational institutions. Pakistan Journal of Social Sciences, 41(3), 583-596. http://pjss.bzu.edu.pk/index.php/pjss/article/view/1014

[4] Cameron, D., & Panovic, I. (2014). Working with Written Discourse. SAGE Publications, Ltd.

[5] Canning, P., & Walker, B. (2024). Discourse Analysis: A Practical Introduction. Routledge.

[6] Chunyu, H., & Mengxi, L. (2016). A multimodal discourse analysis of Tmall’s double eleven advertisement. English Language Teaching, 9(8), 156-169. http://dx.doi.org/10.5539/elt.v9n8p156

[7] Cook, G. (2001). The Discourse of Advertising (2nd ed.). Routledge.

[8] Cook, G. (2007). The Language of Advertising: Major Themes in English Studies. Routledge.

[9] Enemuo, O., & Chukwu, E. (2023). Visual grammar of advertisements: A multimodal analysis of grocery advertisement. Nnadiebube Journal of Languages and Literatures (NJLL), 1(1), 112-128. https://acjol.org/index.php/njll/article/view/3963/3893

[10] Goddard, A. (2002). The Language of Advertising: Writen Texts (2nd ed.). Routledge.

[11] Guo, F., & Feng, X. (2017). A multimodal discourse analysis of advertisements-based on visual grammar. Journal of Arts & Humanities, 6(3), 59-69. https://doi.org/10.18533/journal.v6i3.1132

[12] Halliday, M. A. K. (1985). An Introduction to Functional Grammar (1st ed.). Edward Arnold.

[13] Halliday, M. A. K. (2014). Halliday’s Introduction to Functional Grammar (4th ed.). Routledge.

[14] Hu, H. (2019). Meta-function analysis of movie posters from the perspective of visual grammar. In Proceedings of the 9th International Conference on Information and Social Science (ICISS 2019) (pp. 118-191). Manila, Philippines. https://dx.doi.org/10.25236/iciss.2019.035

[15] Jones, H. R. (2012). Discourse Analysis: A Resource Book for Students. Routledge.

[16] Kayani, A. I., Mangrio, R. A., & Anwar, B. (2022). Visual grammar and meaning: A multi-modal discourse analysis of selected jubilee life insurance company advertisements. Pakistan Languages and Humanities Review, 6(4), 605–621. https://doi.org/10.47205/plhr.2022(6-IV)55

[17] Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Spychology & Marketing, 25(2), 146-178. https://doi.org/10.1002/mar.20204

[18] Kress, G,. & Van Leeuwen, T. (2020). Reading images: The Grammar of Visual Design (3rd ed.). Routledge.

[19] Kress, G., & Van Leeuwen, T. (1996). Reading Images: The Grammar of Visual Design. Routledge.

[20] Kress, G., & Van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design (2nd ed.). Routledge.

[21] Lien, N. (2016). Vietnamese women’s representation in TV commercials related to Lunar New Year: A critical discourse analysis. VNU Journal of Foreign Studies, 32(2). https://js.vnu.edu.vn/FS/article/view/1539

[22] Linh, N. (2021). A multimodal discourse analysis of romantic comedy movie posters. VNU Journal of Foreign Studies, 37(3). https://doi.org/10.25073/2525-2445/vnufs.4647

[23] Loan, B. T. K. (2021). Visual grammar in Vietnamese advertising discourse. Journal of Foreign Studies, 38(4), 51-62.

[24] Loan, B. T. K. (2022). Visual grammar of the Vietnamese advertising discourse. VNU Journal of Foreign Studies, 38(4), 51-62. https://doi.org/10.25073/2525-2445/vnufs.4733

[25] Ly, T. H., & Jung, C. K. (2015). Multimodal discourse: A visual design analysis of two advertising images. International Journal of Contents, 11(2), 50-56. http://dx.doi.org/10.5392/IJoC.2015.11.2.050

[26] Martinec, R. (1998). Interpersonal resources in action. Semiotica, 135(1), 117-145.

[27] Mitchell, A. A. (1986). The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement. Journal of Consumer Research, 13(1), 12–24. https://doi.org/10.1086/209044

[28] Ngo, T. H. (2023). Interactive meaning of visual images in Da Nang city tourism discourses on some Vietnamese websites. VNUHCM Journal of Social Sciences and Humanities, 6(4), 1817-1825. https://doi.org/https://doi.org/10.32508/stdjssh.v6i4.789

[29] Nugroho, A. D. (2009). The generic structure of print advertisement of Elizabeth Arden's intervention : A multimodal discourse analysis. Kata, 1(1), 70-84.

[30] O'Toole, M. (1994). The Language of Display Art. Leicester University.

[31] Oyama, R. (1999). Visual Semiotics: A Study of Images in Japanese Advertisements (Doctoral thesis). University of London, London, UK. https://discovery.ucl.ac.uk/id/eprint/10019140/. Accessed on August 25th, 2024.

[32] Pratiwy, D., & Wulan, S. (2018). Multimodal discourse analysis in Dettol TV advertisement. KnE Social Sciences, 3(4), 207–217. https://doi.org/10.18502/kss.v3i4.1932

[33] Sari, V. W., & Noverino, R. (2021). A multimodal discourse analysis in Pantene advertisement. International Journal of Linguistics, Literature and Translation, 4(10), 21–30. https://doi.org/10.32996/ijllt.2021.4.10.4

[34] Searle, J. (1969). Speech Acts: An Essay in the Philosophy of Language. Cambridge University Press.

[35] Shukla, A., & Mishra, A. (2023). Effects of visual information and argument concreteness on purchase intention of consumers towards online hotel booking. Vision, 27(5), 639-649. https://doi.org/10.1177/09722629211038069

[36] Smith, R. A. (1991). The effects of visual and verbal advertising information on consumers’ inferences. Journal of Advertising, 20(4), 13–24. https://doi.org/10.1080/00913367.1991.10673351

[37] Vahid, H., & Esmae’li, S. (2012). The power behind images: advertisement discourse in focus. International Journal of Linguistics, 4(4), 36-51. https://doi.org/10.5296/ijl.v4i4.2658

[38] Van Leeuwen, T. (1999). Speech, Music, Sound. Macmillan. https://doi.org/10.1007/978-1-349-27700-1

[39] Vestergaard, T., & Schröder, K. (1991). The Language of Advertising. Wiley-Blackwell.

[40] Zhao, J. (2023). A multi-modal discourse analysis of the film poster ‘No More Bets’ from the perspective of visual grammar. Frontiers in Art Research, 5(17), 72-78. https://dx.doi.org/10.25236/FAR.2023.051713

Abstract

References

How to cite