Mobilizing a Nation: Persuasive Appeals in Vietnamese War Posters

IF 3.7 4区管理学 Q2 BUSINESS

Journal of Macromarketing Pub Date : 2023-02-27 DOI:10.1177/02761467231158753

Hieu P. Nguyen

引用次数: 1

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.

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动员一个国家:越南战争海报的有说服力的呼吁

在越南战争(1955-1975)期间，北越政府是如何使用宣传海报来团结越南人民对其战争努力的支持，并成功地将美国人赶出越南的?本研究通过对141张海报中的图像和文本的解释性分析，展示了越南战争期间越南海报中的四种主题诉求:1/情感诉求(仇恨和同情;骄傲和不屈不挠);2、社会团结(奉献;忠诚和团结);权威和领导;4 .理想化的未来。该研究为社会营销、传播、艺术史、政治学和亚洲研究的研究提供了新的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Macromarketing BUSINESS-

CiteScore

5.00

自引率

25.80%

发文量

期刊介绍： The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.