Potential appeal

This type of advertising appeal communicates a sense of empowerment to turn dreams into reality.

It emphasizes that a product could help someone imagine, solve problems and work toward a better future (Middleton, 2018). There is a clear connection between Vinamilk case study with the potential appeal as they focus on the children and their dream to grow up strong in order to contribute to the country’s development.

Since the first grade of elementary school, Vietnamese student are habituated to read out loud in unison “năm điều Bác Hồ dạy” (Uncle Ho’s 5 teachings for children) in which the very first one is “yêu tổ quốc, yêu đồng bào” (to love Fatherland and the compatriot) from the beginning of the class. It illustrates how serious educating patriotism for kids is in Vietnam. Those background information help to understand the reason why Vinamilk represents potential appeal in an attempt to deliver patriotic essence in their products. Going back to the case study, in those

scenes that children are the center, they are standing and looking forward with a clear sky background. It is a metaphor for a brighter future waiting for them. Their faces show happiness, their eyes are full of hope and pride. They represent the next generation that would be the future of the country. It is known that dairy product is an important nutrient source for the kid to grow up high and strong. This appeal is not only perfectly match with brand image and but also effectively portray the patriotic essence.

Figure 40. A scene of children singing about the country and looking forward They are looking at a brighter future (Stand tall Vietnam TVC, Vinamilk)

CHAPTER V CONCLUSION

Two selected case studies provide a meaningful understanding of how patriotism could be employed in advertising. The major aim of patriotic advertising is to create a positive attitude towards the advertisement and the brand until the consumer purchases that product and through this positive attitude, it creates a patriotic response in of the consumer (Dame, Andy, Awetoga, Theresa and Stephen Jnr, 2013). According to stated findings, patriotic essence could be illustrated through principles that form a nation including territory, people, sovereignty and political system (Fowler and Bunck, 1996). However, the chosen brands do not limit themselves in some general advertising methods, for example, praising the nation and the government, retelling the history or achievements or playing the anthem or national compositions. In this study, a number of strategies are demonstrated to see how they are coordinated in an attempt to enhance the patriotism in brands’

images. A coding instrument containing 10 sub-codes bases on the definitions of landscape, person, cultural narrative and icon was performed on selected advertisements in order to determine their advertising strategies under the lens of patriotism.

In general, patriotic advertising would significantly promote its country of origin in order to nationalize its product. In fact, Adi (2015) stated that the importance of telecommunication went well beyond facilitating business activities and interaction to make a substantial contribution to the national income, as well as engendering many diverse and novel job opportunities. The telecommunication business itself is a presence of patriotism. In the context of Vietnam as all telecom groups are state-owned; it is meaningless to try to define brand identity as Vietnamese.

The clear connection between this industry and its fatherland actively motivates nationalizing brand image.

Different to the prediction, Viettel Telecom demonstrates their 4G technology power by employing a sense of users’ community rather than coverage locations. The influencer is the most dominant person expressed within the TVC. It could be explained by the fact that Viettel is facing with the decreasing number of consumer satisfaction rather than the saturation. In the context that everyone is aware of the brand’s existence, enhancing the customer experience is the priority. As mentioned, the ads satisfy audiences with a cross country music performance through live stream service to demonstrate how fast 4G is. To increase the reliability and confidence in customers, the role of influencers and ethnic representatives are put more importance. Naturally, as stated previously throughout this study, in coordinating with other codes such as landscape, it obviously also demonstrates the large coverage of Viettel. However, at last, the emotional experience would stay longer in the audience’s mind.

Moving on with Vinamilk case study, in most of the online advertisements, Vinamilk created a strategy that would increase engagement and help drive brand awareness among Vietnamese women, especially moms. Some scholars found out that when it comes to online video consumption, Vietnamese moms have a strong interest in family content, including cartoons, animated films, and videos pertaining to food and drink (Dang, 2014). Therefore, kids are always at the center surrounded by family and schools (Nguyen, 2016). However, the coding results against the initial understanding. The person is not a prominent contributor but the landscape. In fact, it is suitable to the context that the firm had to deal with. In the process of enhancing to enhance the daily drinking milk habit for young teenagers, Vinamilk keeps repeating the mission bringing the best-quality nutrition products to communities reflecting their respect, love, for the people, life and society (Vinamilk, 2019). Until 2016, Vinamilk succeeded in maintaining its

commitment but lose the market to global opponents. That might be the reason for a self-transformation in creating a campaign in which nation is the center of the narrative.

In relationship with patriotism, none of those results is in opposition to related theories about patriotic advertising strategy. However, in terms of the country of origin effect, it seems that promoting the origin by lowering foreign competitors is less likely to be applied. It connects with the characteristics of the Vietnam market with the young and adaptable population. In the age of globalization, the historical stereotype or educational orientation do not affect young people decision-making process toward imported products and more than that.

“Most young people nowadays don’t really care about what happened. They just want to have fun” – Hien, 2015.

The government is confused and trapped problems include which traditional values are in conformity with the new era but still hold unique national characteristics and which universal values should be acquired by youngsters who sufficiently have knowledge and skills to become international citizens (Nguyen Thi, 2016). Therefore, it would be risky to utilize the sense of negative nationalism as it is too sensitive to be accepted widely. In fact, through the boycott Chinese goods movements in 2014to protect domestic industry and manifest affection towards the nation, it was proved that the nationalism effect aiming to call for boycotting strategy did not work at any sense.

The nature of patriotism also results in the way advertising appeals were employed. It is clear that none of the negative emotional appeals such as fear, guilt, empathy appeals are demonstrated in both two cases. The other positive emotional appeals that create a temporary influence, for example, humor, sex, romantic appeals are also not the major concepts. As examined previously, patriotism is a noble tradition in Vietnam and a sensitive marketing tool that could be strictly supervised by the government. It is impossible to make humor on it. It has to be presented

respectably and carefully. However, to satisfy the tastes of young people, it is necessary to be updated and unique. Accordingly, adventure appeal was applied effectively to involve the consumer in discovering the new by using Viettel and Vinamilk products. Secondly, musical appeal in which the theme songs were mixed and performed exclusively is definitely a plus that contributes to the success of two cases. The rest of applied advertising appeals relate closely to the young generation, for example, bandwagon appeals as the young always want to be up to date to not stand out of the circle.

In conclusion, although this study provides interesting insights into the patriotic advertising strategy, it is not without its limitations. Firstly, the textual analysis only focused on some significant patriotic elements, therefore, did not take data throughout the entire advertising contents. Some missing cues might be interested to be explored, however, beyond the researcher’s knowledge. Secondly, because socialist patriotism is a huge concept that hard to be examined within this study, many aspects regarding consumer patriotism, communism, socialism which are coordinated together to form social perception were not demonstrated. This is a shortcoming that should be considered as secondary data for future studies. Thirdly, this study is mainly at the description level that would lack critical and analytic findingsdue to the complication it holds to obtain different kinds of data. Therefore, in this study, only online advertisement were selected as sample. It led to the fact that the sample size is smaller thanwhat has been predicted. Hence, has less persuasion in examining the results.

For future study, there is a huge potential to expand the research dimension as the researchers could dig deeper into consumer's reaction toward those campaigns and their reflection on patriotic sense. Examining the difference in employing patriotism content toward different product categories might be a suggestion. For example, Viettel followed the image of influencer

network when Vianmilk focused on landscapes. Furthermore, it is interesting to understand the influence of patriotism through advertising to young Vietnamese people. As we know, Vietnam has a very young population with high demand in updating the news. Through the online interaction and media earning, it can say that two selected campaigns were successful. However, it is still questionable that this fact might be impactful in swaying consumer behavior. Hopefully, this research could be a starting point which provides surface knowledge for this issue.

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