BUILDING A DIGITAL LIBRARY MODEL ON ADVERTISING LANGUAGE OF VIETNAMESE AGRICULTURAL PRODUCTS: AN APPROACH FROM DIGITAL HUMANITIES
DOI:
https://doi.org/10.18173/2354-1067.2025-0053Từ khóa:
Vietnamese agricultural products, Systemic Functional Linguistics, Advertising discourse, digital libraryTóm tắt
The article proposes a digital library model for Vietnamese agricultural advertising language, grounded in Systemic Functional Linguistics and the Digital Humanities approach. Based on the analysis of 300 advertising discourses, the study examines three linguistic dimensions: field, tenor, and method. It highlights distinctive features such as the use of regional cultural identity, traditional values, personal experiences, and the development of close, familial buyer-seller relationships. The discourse also shows a shift toward multimodality. The proposed library includes a labeled data structure, integrated metadata, and an open-access web interface. Initial findings demonstrate the model’s potential for use in research, education, and brand communication. Initial observations at an agricultural enterprise suggest the model’s practical potential for enhancing communication and managing advertising data.
Tài liệu tham khảo
[1] Downing LH, (2000). “Text World Creation in Advertising Discourse”. Alicante Journal of English Studies / Revista Alicantina De Estudios Ingleses, 13, 67–88. DOI: https://doi.org/10.14198/raei.2000.13.06
[2] Bhatia VK, (2005). Generic patterns in promotional discourse. In H. Halmari & T. Virtanen (Eds.), Persuasion across genres: A linguistic approach (pp. 213–225). Amsterdam: John Benjamins. DOI: 10.1075/pbns.130.13bha
[3] Baig M, (2013). Analyzing the advertising discourse – A journey from sight to mind. International Journal of Applied Linguistics and English Literature, 2, 126–135. DOI: 10.7575/ijalel.v.2n.1p.126
[4] Berry DM, (2012). Understanding digital humanities. London: Palgrave Macmillan.
[5] Cook G, (2001). The discourse of advertising. London: Routledge.
[6] Edouihri A, (2024). The discourse of advertising: The power of language. International Journal of Research in Education, Humanities and Commerce, 5(1), 1–8. DOI: https://doi.org/10.37602/IJREHC.2024.5101
[7] Goddard A, (2020). The language of advertising (3rd ed.). London: Routledge.
[8] Luong TH, Bui PT, La PN & Truong PA, (2025). Communication role relationship in the discourse of Vietnamese agricultural product advertisements. Vietnam Social Sciences, 2(223), 73–89.
[9] Halliday MAK, (2014). Introduction to Functional Grammar (4th ed.). London & New York: Routledge.
[10] IFLA & UNESCO, (2011). IFLA/UNESCO Manifesto for Digital Libraries. International Federation of Library Associations and Institutions. https://repository.ifla.org/items/dc610163-cbec-4c02-a3f4-ff42585f0e12/full (Retrieved 30/08/2025)
[11] Jiang L, (2019). Discourse and digital practices: Doing discourse analysis in the digital age. Open Journal of Modern Linguistics, 9(2), 92–96. DOI: 10.4236/ojml.2019.92009
[12] Jones RH, Chik A & Hafner C, (2015). Discourse and digital practices: Doing discourse analysis in the digital age. Routledge. DOI: https://doi.org/10.4324/9781315726465
[13] Longhi J, (2020). Proposals for a discourse analysis practice integrated into digital humanities: Theoretical issues, practical applications, and methodological consequences. Languages, 5(1). DOI: https://doi.org/10.3390/languages5010005
[14] Liu S & Liu X, (2020). Culture and green advertising preference: A comparative and critical discursive analysis. Frontiers in Psychology, 11, 1944. DOI: https://doi.org/10.3389/fpsyg.2020.01944
[15] Wang S & Xie I, (2025). Digital Libraries: Key Concepts in Their Evolution. In Encyclopedia of Libraries, Librarianship, and Information Science (pp. 162–174). DOI: https://doi.org/10.1016/B978-0-323-95689-5.00148-6
[16] Yueh H-P & Zheng Y-L, (2019). Effectiveness of storytelling in agricultural marketing: Scale development and model evaluation. Frontiers in Psychology, 10, 452. DOI: https://doi.org/10.3389/fpsyg.2019.00452
[17] Dinh KC, (2013). Advertising language: A dual-faceted media product. Vietnam Journal of Social Sciences and Humanities, 29(3), 29–35. (in Vietnamese)
[18] Mai XH, (2005). Advertising language in the light of communication theory. Social Sciences Publishing House. (in Vietnamese)
[19] Tran TTL & Nguyen PT, (2022). Discourse analysis of several Nivea advertisements in Chinese based on Fairclough’s three-dimensional model. Foreign Studies Review, 38(2), 53–61. https://doi.org/10.25073/2525-2445/vnufs.4825 (in Vietnamese)
[20] Luong BP, (2024). Cohesion and coherence in Vietnamese advertising discourse. Language and Life Journal, 353(5), 23–32. (in Vietnamese)
[21] National Assembly of Vietnam, (2019). Library Law 2019, No. 46/QH14, promulgated on November 21, 2019. https://thuvienphapluat.vn (in Vietnamese)
