Analysis of A Successful Communication Artefact

Author: Hang Le

The Vietnam Airlines safety video released in 2022 is a prime example of a successful artefact that not only effectively conveys the message of air travel safety but promotes Vietnam as a tourist destination. There are several critical factors that contribute to the video's success.

Lasswell’s Model Of Communication

The communication artefact exemplifies Vietnam Airlines' profound comprehension of the context and target audience, effectively aligning the message with their unwavering commitment to safety. This seamless alignment is rooted in the Laswell communication theory, which emphasises the significance of "who says what in which channel to whom with what effect" (Stacks et al. 2019). Vietnam Airlines assumes the role of the sender, crafting a message that encompasses crucial safety information and visually showcases their dedication to ensuring passenger safety, while also highlighting the allure of Vietnamese destinations. This communication artefact takes the form of a captivating short video, serving as the ideal channel to convey the message. The intended target audience encompasses both local (Vietnamese) passengers and international travellers. The ultimate impact of this communication artefact transcends capturing the attention of audiences; it ensures their thorough comprehension, retention, and adherence to the safety measures, while simultaneously intriguing them with the splendour of Vietnam as an unrivalled travel destination.

Social Learning Theory

The communication artefact has proven to be an effective tool in influencing passengers' behaviour to ensure their safety during flights. According to Bandura (1997), humans tend to imitate the behaviours they observe in others. The presence of live models who demonstrate the desired behaviour and verbal instructional models that provide explanations and descriptions of the behaviour are two significant factors that contribute to effective learning through observation. Vietnam Airlines' safety instruction video effectively applies live models, including both flight attendants and young passengers, to resonate with passengers of different ages and genders, creating a sense of connection and attention towards the behaviours of these "live models."

The airline also seamlessly incorporates dubbing in both English and Vietnamese, along with visually explaining safety measures through the actions and behaviours of the models in the video, making it easier for passengers to understand the conveyed message. As a result, passengers not only observe the behaviours of the flight attendants but also listen to their instructions, making it easier for them to remember and follow along. Therefore, the application of social learning theory in the communication artefact ensures effective message transmission and the widespread adoption of the message among the target audience.

Semiotics

The distinguishing factor that sets this communication artefact apart from other airline safety instruction videos in Vietnam during 2022 lies in its utilisation of semiotic theory. By incorporating the study of signs and symbols, this video effortlessly conveys multiple layers of meaning (Leeds-Hurwitz 1993). While its primary objective is to ensure air travel safety, it also subtly showcases Vietnam as a captivating tourist destination. This dual purpose is skilfully achieved through the incorporation of symbols such as seatbelts, life vests, and oxygen masks, which not only evoke the concept of a flight journey but also feature the mesmerising landscapes of Vietnam.

Delightful details, such as the use of bamboo seats and aeroplane doors, not only depict the essence of the flight experience but also reflect the cherished traditions and rich cultural heritage of the Vietnamese people. In addition to effectively conveying the essential message of flight safety, this video serves as a discreet promotion of Vietnam by artfully showcasing symbols that represent the country, including the graceful lotus flowers and the traditional attire of various Vietnamese ethnic groups. One particularly noteworthy detail is the depiction of an emergency landing scene amidst a picturesque rice paddy field. This powerful image not only symbolises the water-drenched landscape where the plane would make an emergency landing but also pays homage to the enduring tradition of wet rice cultivation that has shaped Vietnam's identity.

In summary, the multi-approach used by Vietnam Airlines in their communication artefact ensures that it appeals to a diverse range of passengers. The message of safety in air travel and the promotion of Vietnam as a tourist destination are both effectively conveyed, making it a highly successful example of aviation communications.

References

Bandura A (1977) Social learning theory, Prentice Hall.

Leeds-Hurwitz W (1993) Semiotics and Communication: Signs, Codes, Cultures, Taylor & Francis Group, Florence.

Stacks DW, Salwen MB and Eichhorn CK (2019) An Integrated Approach to Communication Theory and Research, Milton: Taylor & Francis Group.

Vietnam Airlines (2 August 2022) 'Phim hướng dẫn an toàn bay 2022 "phủ sóng" mạng bay toàn cầu của Vietnam Airlines' [video], Vietnam Airlines, YouTube website, accessed 4 August 2023. https://youtu.be/9myBsivz8L0?si=pxNgKL7UVuw5w1hh.