An Investigation into Psychological Influence Techniques Using Language and Visuals in Milk Advertising in English and Vietnamese

Abstract

This study delves into the realm of advertising psychology, specifically focusing on the employment of psychological influence techniques in milk advertisements in both English and Vietnamese. In the contemporary advertising landscape, where consumers are constantly bombarded with messages, understanding the nuances of psychological tactics becomes imperative for marketers. The research explores various elements integral to advertising effectiveness, including language, imagery, color, headlines, design style, brand logos, messages, and calls to action. Emphasizing the pivotal role of imagery, the study investigates how visuals create initial impressions and captivate viewer attention. Additionally, it scrutinizes the impact of advertising language, a specialized form of communication designed to elicit specific reactions and behaviors from the target audience. Drawing on a theoretical foundation rooted in Halliday's social semiotics, the research builds upon Leeuwen's advancements in semiotic theory, proposing 33 techniques that leverage language and imagery to influence consumer psychology. To provide empirical insights, the study utilizes a system of techniques put forth by the authors: Andrews, Van Leeuwen, Van Baaren (2013). Through the analysis of English and Vietnamese milk advertisements, this investigation aims to elucidate the nuanced effects of language and imagery in shaping consumer perceptions and behaviors within the context of milk advertising.