Abstract
This study explores the nuanced interplay between language and visuals in advertising discourse, examining the experiential meaning in both English and Vietnamese contexts. The research delves into the distinctive ways these two languages employ linguistic and visual elements to convey messages in advertising. This study compares the linguistic and visual features in English and Vietnamese advertising using the functional systemic theory by Halliday [1] and the grammar of visual design by Kress and Van Leeuwen [2] to identify characteristics in language and visuals within advertisements. The findings of this research contribute to a deeper understanding of the cross-cultural dynamics within advertising discourse and shed light on how language and visuals collaboratively shape the meaning and impact of advertisements in these distinct linguistic and cultural contexts.
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