Visual grammar in promoting Vietnamese cuisine on English media: A multimodal case study of Hanoi's Lotus-Inspired Restaurant Featured in Michelin Guide on Vnexpress

Abstract

The article applies multimodal discourse theory to analyze the relationship between language and images in English-language articles promoting Vietnamese cuisine in mainstream newspapers. The article consists of two main parts: (1) An overview of Systemic Functional Linguistics, multimodal discourse theory, and visual grammar, and (2) An analysis of visual elements such as layout, color, perspective, and interaction within the articles, as well as their role in enhancing appeal and persuasiveness. The analysis results clarify how images are used to convey the message of Vietnamese culinary culture, leading to suggestions for improving the effectiveness of image usage in promotional articles.