Visual Communication: Exploring Representations of Vietnamese Culture in Advertising




Visual communication; Vietnamese cultural values; Cultural studies; Intercultural communication; IMIVI framework


Visual communication has received much attention from studies in the field of foreign language education. In the Vietnamese context, however, little research has been conducted to explore the meanings of Vietnamese cultural aspects in visual advertising. To fill such a gap, this article investigated visual meanings of Vietnamese cultural values represented in visual elements of common advertising in the Vietnamese market. The data were firstly selected from various logos and images of popular brands in the Vietnamese market and then interpreted based on the Iceberg Model for Interpreting Vietnamese Images (IMIVI framework) (Huynh, 2022). The results revealed the selected advertisements carried core Vietnamese cultural values in terms of visible and invisible elements. Specifically, culturally specific images such as flowers, animals, and traditional clothing were identified as visible factors. Buddhist, Confucian, and Taoist values were found as invisible factors in selected images of popular advertisements in the Vietnamese context. Findings reported this article might be helpful for research in visual communication, multimodality, and foreign language education. The outcomes of this article are also interesting for cultural studies, especially for the roles of culture in commercial advertising, intercultural communication, and foreign language education.

Author Biographies

Luong Thi Bich Tuyen, School of Foreign Languages

Luong Thi Bich Tuyen has just graduated English major at Tra Vinh University, Vietnam, in June 2022. Currently, she is working as a teacher for a foreign language center in Tra Vinh. Ms. Tuyen has a great passion for studying culture, especially Vietnamese culture because she finds that it has its own profound beauty.



Huynh Ngoc Tai, School of Foreign Languages, Tra Vinh University, Vietnam

Dr. Ngoc Tai Huynh became Deputy Dean of the School of Foreign Languages, Tra Vinh University after obtaining his Doctorate Degree in Education from the University of Tasmania, Australia. His research and teaching focus on  Multimodal semiotics, Applied and Educational Linguistics, English, Bilingual and cultural education. He has presented at various international conferences and contributed to two book chapters published on IGI Global and Multilingual Matters. He also published a number of journal articles on Social Semiotics in the Australian Journal of Teacher Education and the Journal of Early Childhood Teacher Education.


Nguyen Thi Tuyet Nhung, School of Foreign Languages, Tra Vinh University, Vietnam

Nguyen Thi Tuyet Nhung has been working as an EFL teacher at Tra Vinh University in Vietnam since 2009. She earned a BA in English Education in 2008 and an MA in TESOL in 2015. She is currently a Ph.D. candidate in English teaching methodology at Tra Vinh University. Her research interests include pedagogical translanguaging, language teaching and learning, testing and assessment, and literature and culture in language teaching and learning.



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How to Cite

Luong, T. B. T., Huynh, N. T., & Nguyen, T. T. N. (2023). Visual Communication: Exploring Representations of Vietnamese Culture in Advertising. ICTE Conference Proceedings, 3, 82–97.

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