BUILDING A DIGITAL LIBRARY MODEL ON ADVERTISING LANGUAGE OF VIETNAMESE AGRICULTURAL PRODUCTS: AN APPROACH FROM DIGITAL HUMANITIES

DOI: 10.18173/2354-1067.2025-0053

Tóm 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.