{"title":"动员一个国家:越南战争海报的有说服力的呼吁","authors":"Hieu P. Nguyen","doi":"10.1177/02761467231158753","DOIUrl":null,"url":null,"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.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.7000,"publicationDate":"2023-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Mobilizing a Nation: Persuasive Appeals in Vietnamese War Posters\",\"authors\":\"Hieu P. Nguyen\",\"doi\":\"10.1177/02761467231158753\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":47896,\"journal\":{\"name\":\"Journal of Macromarketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.7000,\"publicationDate\":\"2023-02-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Macromarketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/02761467231158753\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Macromarketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/02761467231158753","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Mobilizing a Nation: Persuasive Appeals in Vietnamese War Posters
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.
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.
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