Vietnamese Graphic Design: A Fusion of Heritage and Modernity : A Study Focus on Propaganda Posters, Billboards and Shop Signage in Vietnam from 1954 - 1990 = 베트남 그래픽 디자인: 유산과 현대성의 융합: 1954년~1990년 베트남의 선전 포스터, 광고판 및 상점 간판에 대한 연구 초점

다국어 초록 (Multilingual Abstract)

This thesis examines the development of Vietnamese graphic design from 1954 to 1990, focusing on
three key visual mediums: propaganda posters, billboards, and shop signage. Against the backdrop of
Vietnam's socio-political transformation, graphic design emerged as a vital tool for communication,
reflecting the nation’s cultural identity and revolutionary aspirations. The study explores how
Europe’s influences—such as Constructivism, Art Deco, and modernist aesthetics—intersected with
traditional Vietnamese motifs and values to create a unique visual language that served both
ideological and commercial purposes.
Propaganda posters played a prominent role in shaping public consciousness, supporting the
resistance against French and American forces while calling for agricultural and industrial
productivity to strengthen the Northern base. In contrast, commercial billboards and shop signage in
the North retained a more traditional aesthetic, less influenced by Western consumer trends than their
Southern counterparts. Southern Vietnam, with its exposure to Western advertising culture, adopted
bold and vibrant styles that reflected a growing consumer economy. Across these mediums, the
interplay of striking compositions, vibrant color palettes, and concise messaging demonstrated
Vietnam’s ability to adapt international design principles to its local context.
Through historical and visual analysis, this research highlights the adaptability and innovation of
Vietnamese graphic design during this period. It reveals how these visual mediums not only supported
the country’s revolutionary efforts but also shaped its cultural identity during times of war and
reunification. By connecting the visual language of the 1954–1990 era to contemporary design
practices, the thesis underscores the lasting influence of this period on today’s Vietnamese graphic
design, as young creators continue to fuse heritage with modernity to build a globally distinctive style.

국문 초록 (Abstract)

본 논문은 1954년부터 1990년까지 베트남 그래픽 디자인의 발전을 선전 포스터, 광고판, 상점
간판이라는 세 가지 주요 시각 매체를 중심으로 탐구합니다. 베트남의 사회정치적 변혁 속에서
그래픽 디자인은 국가의 문화적 정체성과 혁명적 염원을 반영하며 중요한 소통 도구로
자리잡았습니다. 본 연구는 구성주의, 아르데코, 모더니즘 등 유럽의 영향을 베트남의 전통적
모티브와 융합하여 독창적인 시각 언어를 창조한 과정을 분석합니다.
선전 포스터는 혁명과 전쟁 중 공공의식을 고취하며 농업과 산업 생산성을 강조했고, 광고판과
상점 간판은 지역적 미학과 서구적 영향을 결합해 소비 경제의 발전을 반영했습니다. 이러한
시각 매체는 강렬한 구도, 선명한 색채, 간결한 메시지를 통해 국제적 디자인 원칙을 지역적
맥락에 맞게 변형시키는 베트남의 독창성을 보여줍니다.
역사적, 시각적 분석을 통해 본 논문은 이 시기 베트남 그래픽 디자인의 적응성과 혁신성을
조명하며, 현대 디자인 실천과의 연계를 탐구합니다. 또한, 오늘날의 젊은 창작자들이 유산과
현대성을 융합하여 글로벌하게 독창적인 스타일을 구축하는 과정을 살펴봅니다.

목차 (Table of Contents)

• Chapter 1: Introduction 1
• 1.1. Research Background 2
• 1.2. Overview of the study 5
• 1.3. Research Objectives and Questions 7
• 1.4. Methodology 10
• 1.5. Significance of the Study 12
• Chapter 2: Historical Context 14
• 2.1. Historical Context of Vietnam (1954–1990) 15
• 1954–1975: Division and the Resistance War Against America 15
• 2.2. Historical Context of Vietnamese Graphic Design (1954–1990) 19
• Chapter 3: Literature Review 23
• 3.1. Western Influence on Southeast Asian Graphic Design: “East and West: Graphic Design in Singapore Today”, Justin Zhuang 24
• 3.2. The Influence of Russian Constructivism on Propaganda Design: "A Study of Soviet Propaganda", Scott Boylston 28
• 3.3. Theoretical Framework: "A History of Graphic Designs", Philip Meggs 32
• Chapter 4: Analysis and Discussions 49
• 4.1. 1954 - 1975 50
• 4.1.1. Analysis of Vietnamese Propaganda Posters from 1954 - 1975 50
• 4.1.2. Analysis of Vietnamese Commercial Billboards, Posters & Shop Signage from 1954 - 1975 64
• 4.2. 1975 - 1990 83
• 4.2.1. Analysis of Vietnamese Propaganda Posters from 1975 - 1990 83
• 4.2.2. Analysis of Vietnamese Commercial Billboards, Posters & Shop Signage from 1975 - 1990 89
• Chapter 5: Conclusion 96
• 5.1. The Fusion of Vietnamese Culture and Western Style in Graphic Design 97
• 5.2. The Hybrid Nature of Vietnamese Graphic Design today and the path forward 97
• References 108
• 한국어 초록 110