In the era of globalization, it is indeed interesting to understand how advertisers employ patriotism to protect the domestic industries from the invading of imported products, especially in communist countries, for example, in Vietnam where the nation’s sustainability maintaining is the duty of every individual. Today, Vietnam is one of the most significant cases of the emerging markets universe which has implemented an open-door economic policy to actively integrate with the region and the world. The growing rapidly of foreign brands has forced domestic enterprises (both state-owned and private ones) to restructure and self-improve to meet the international standard. However, as a developing country, Vietnam always has to face with the financial difficulties which limit its local brands from producing competitive high-quality products. Hence, many of them focus on building brand image in which they tie their value to national pride instead of joining a race for quality with global competitors. In the other hand, it has happened many times that people turned their back on domestic brands because of being offended by their overusing patriotism.
Therefore, the researcher would like to write this paper by applying patriotism, country of origin and other related theories to discuss the major issues of patriotic advertising in the context of Vietnam society. What patriotic elements could be found in selected case studies and how did advertisers create a story based on the national images?
Keywords: patriotism, country of origin, advertising strategy, Vietnam, textual analysis, storytelling, dairy industry, telecommunication industry

CHAPTER I 1
INTRODUCTION 1
1. Research background 1
2. Problem identification 5
3. Research Questions 7
CHAPTER II 8
LITERATURE REVIEW 8
1. Patriotism theory 8
1.1. General understanding 8
1.2. Vietnamese patriotism 9
2. Patriotic symbols 11
3. Patriotic Advertising 12
4. Country of origin theory 13
5. Vietnamese market before and after 1986 14
6. Vietnamese patriotic advertisement 16
CHAPTER III 18
METHODOLOGY 18
1. Viettel and Telecommunication industry 24
2. Sampling 28
2.1. Viettel case study 29
2.2. Vinamilk case study 30
3. Textual analysis 31
4. Narrative analysis 32
CHAPTER IV 33
FINDINGS 33
1. Textual analysis 33
1.1. Overall review 33
1.2. Landscape 36
1.3. Person 42
1.4. Cultural narrative 47
1.5. Icon 48
2. Patriotism advertising strategy 50
2.1. Musical appeal 53
2.2. Personal appeal 56
2.3. Adventure appeal 57
2.4. Bandwagon appeal 58
2.5. Potential appeal 60
CHAPTER V 62
CONCLUSION 62
REFERENCES 67
APPENDIX 1 77

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