Rationale of the study
Countries like Vietnam are prioritizing tourism as a rapidly growing economic sector due to its significant benefits To maximize the country's potential, various strategies are being implemented, including the creation of new advertising websites, articles in renowned magazines, and the essential design of travel brochures While designing a travel brochure may seem trivial, a well-crafted brochure can effectively attract more customers, as potential visitors often seek information from brochures before making decisions Despite the intriguing intersection of linguistic and visual elements in advertisements, this area is often overlooked by both linguists and travel agency managers, leading to a scarcity of related studies The choice to focus on brochures is also influenced by the writer's previous experience with this type of document, making it a suitable primary data source for the thesis.
This research explores the crucial role of travel brochures in tourism by employing the Systemic Functional Linguistics (SFL) framework, complemented by the Multimodal Discourse Analysis (MDA) approach, which is rooted in SFL theories The study focuses on examining how the Ideational meaning, specifically the Transitivity system, is represented through both linguistic and visual elements in a travel guide for Hanoi.
The development of tourism as a key industry is increasingly significant, contributing a higher proportion to GDP This article emphasizes the importance of understanding Ideational meaning through the Transitivity system in travel brochures, which can illuminate the ideas and experiences conveyed by the authors to the audience Analyzing the Transitivity system parallels the examination of how language and visuals communicate content and information Consequently, the researcher aims to conduct a Transitivity analysis to uncover the primary purposes behind the language and imagery used in brochures.
In short, all of the above conditions allow the researcher to carry out a study entitled “Transitivity analysis of the English version of a Hanoi travel guide”.
Aims and research questions
This paper aims at exploring the contents of a Hanoi travel guide through analyzing the Transitivity system of it With this aim, an overarching research question is formulated as follows:
What is represented through the transitivity system of the English version of a Hanoi travel guide?
In order to seek the answer to this overarching question, the researcher tried to answer the two sub-questions as follows:
1 What is represented linguistically through the transitivity system of the English version of a Hanoi travel guide?
2 What is represented visually through the transitivity system of the English version of a Hanoi travel guide?
Scope of the study
This research analyzes a 14-page English travel guide to Hanoi, published in 2016 on Vietnam Online, using Systemic Functional Linguistics (SFL) and discourse analysis The focus is on the Transitivity system, which reveals the linguistic and visual representations within the travel brochure The study aims to uncover the ideas and experiences that readers may derive from the brochure It is important to note that the analysis emphasizes the Experiential meaning of the Transitivity system, which is part of the Ideational metafunction, while the logical function will not be addressed in this paper.
Methods of the study
This study examines the English version of a travel brochure for Hanoi, utilizing a qualitative approach as the primary research methodology, supplemented by some quantitative techniques The analysis involves categorizing the data into two types: linguistic data, which focuses on the language used, and visual data, which pertains to the images included The analytical framework for this qualitative analysis is based on Hallidayan Systemic Functional Linguistics (SFL), with additional insights from Multimodal Discourse Analysis (MDA) to explore the visual components effectively.
Significance of the study
This research analyzes the Transitivity system in the English version of a Hanoi travel brochure, aiming to enhance understanding of its content The findings are expected to enrich the existing knowledge base, serving as a valuable reference for linguists and researchers in their future studies Travel agency managers will benefit from insights into the characteristics of effective travel brochures and the role of transitivity in their design Additionally, teachers and educators can utilize this study to emphasize the significance of creating effective teaching materials and incorporating illustrations in the classroom to enhance the teaching-learning process.
Structure of the study
The study is divided into five sections as follows:
Introduction specifies clearly the rationale of the study together with its research questions, research aims, significance, and scope
Chapter 1: Theoretical Background and Literature Review provides an overview of the related concepts emerging in the research along with previous studies in the field
Chapter 2: Research methodology clarifies appropriate research methods, analytical framework, data collection instruments, and data analysis procedure
Chapter 3: Findings and Discussion presents and discusses the results in an attempt to answer one overarching research question and two sub-questions raised above
Conclusion summarizes the main outcomes of this paper as well as highlights its limitations and proposes some suggestions for further studies.
Systemic Functional Linguistics (SFL)
Systemic Functional Linguistics (SFL), developed by Michael Halliday in the 1960s, explores the relationship between language and its social functions Halliday's theory posits that language is a system of meanings expressed through various forms, emphasizing that communication is tailored to meet the needs of speakers and listeners This perspective views language as a "social semiotic," highlighting the functional nature of communication, where the meaning conveyed is contingent upon the speaker's intent SFL underscores the interplay between form and meaning, suggesting that language is a complex system of interdependent choices shaped by cultural and historical contexts.
Language serves not only as a means of communication but also as a social practice that actively constructs meaning (Bloor & Bloor, 2004) This perspective highlights the role of language in producing and shaping our realities (Kroger & Wood, 2000; Nguyen, 2012) Halliday’s Systemic Functional Linguistics (SFL) framework effectively connects social contexts with linguistic forms, demonstrating its significance in understanding the interplay between language and society (Kazemian et al., 2013).
1.1.1 The notion of text in SFL
Halliday’s model emphasizes the relationship between text and context, defining text as a “social exchange of meanings” that serves three functions, known as the metafunctions of language (Halliday, 1985) This focus on meaning and the interplay between text and social context has led to the expansion of social semiotic theory beyond language (Djonov & Zhao, 2014) Consequently, Halliday’s systemic functional theory of language provides a foundation for various approaches, including Multimodal Discourse Analysis (MDA), which recognizes that texts encompass not only linguistic elements but also visual components, necessitating an SFL-based framework for multimodal analysis (O’Halloran, 2004).
1.1.2 Three lines of meaning in texts
Systemic Functional Linguistics (SFL), developed by Halliday and his associates, serves as an effective framework for understanding language This approach reveals that language operates on three simultaneous levels, known as the metafunctions: ideational, interpersonal, and textual meanings.
In linguistic theory, three key meanings of clauses are identified: ideational, interpersonal, and textual Ideational meaning relates to how language represents our experiences and exchanges information about the outer and inner worlds (Abbas & Talaat, 2019) Interpersonal meaning serves to manage social relationships, allowing speakers to express their feelings and attitudes towards others (Nguyen, 2019) Lastly, textual meaning focuses on the organization of a text and the connections between its elements, emphasizing that a clause functions as a message that contributes to coherent discourse (Halliday, 1985).
Figure 1.1: The three metafunctions of language (Halliday & Matthiessen, 2014, p.31)
Regarding the objectives and the scope of this study, the ideational meaning is chosen to be the main focus and would be discussed further in the next part
The ideational meaning refers to how experiences are conveyed through language, emphasizing that language always involves discussing actions or entities (Halliday, 1994) This aspect of meaning is intricately linked to using language for expressing content and sharing information (Abbas & Talaat).
Halliday and Matthiessen (2004) describe the grammatical system for Ideational meaning realization as a means to impose order on the continuous flow of events, shaping our understanding of experiences Thompson (1996) elaborates that language allows us to articulate our experiences, encompassing both external events and internal states The clause serves as a vital tool for depicting various events, reflecting our consciousness and real-world experiences (Firdiana, 2013; Govindaraju, 2014) Eggins (2004) further explores this concept within Systemic Functional Linguistics (SFL), identifying two key components of ideational meaning: experiential meaning within clauses and logical meaning between clauses in clause complexes Bloor and Bloor (2004) emphasize that experiential meaning focuses on the content and ideas presented in a text, while logical meaning pertains to the relationships among those ideas.
Experiential meaning is understood through the Transitivity system, which helps us interpret our experiences in both inner and outer worlds (Martin et al., 1997; Firdiana, 2013) According to Halliday and Matthiessen (2004, p.175), this meaning is constructed at the clause level through three key components: (1) a process that unfolds over time, (2) the participants engaged in the process, and (3) the circumstances surrounding the process A deeper exploration of the Transitivity system and these three elements will be presented in the following section.
Transitivity
The Transitivity system, as defined by Eggins (2004), organizes clauses to convey ideational meanings that represent reality in language Unlike traditional grammar, which categorizes all action words as verbs, functional grammar considers the ideational metafunction and develops the transitivity system (Firdiana, 2013) This grammatical framework analyzes various process types found in discourse (Song, 2013) Bloor and Bloor (1995) clarify that in systemic functional grammar, "Process" refers to both the overall action within a clause and the specific part encoded in the Verbal Group This highlights Process as a key element of the message, encompassing phenomena, experiences, feelings, or behaviors related to the subject's inner and outer worlds Halliday and Matthiessen (2004) further classify Process into six types: Material, Behavioral, Mental, Verbal, Relational, and Existential The subsequent sections will provide a detailed examination of each Process type.
The Hallidayan Systemic Functional Linguistics (SFL) theory of Transitivity identifies various Processes expressed through distinct verbal groups in a clause These verbs articulate different states, including doing, sensing, and being, as outlined by Halliday and Matthiessen (2014).
Figure 1.2: Six types of Process (Halliday & Matthiessen, 2014, p.216)
Processes are also useful in identifying the Participants involved and the position of speaker in communication
Halliday and Matthiessen (2004) describe material clauses as expressions of actions and events that signify changes in circumstances through energy input Gerot and Wignell (1995) further clarify that Material Processes represent physical actions performed by entities, which may also affect other entities This indicates that Material Processes focus on tangible actions and occurrences, answering questions like “What did X do?” or “What happened to X?” (Firdiana, 2013).
A Material clause encompasses two key elements: the Actor and the Goal The Actor represents the subject performing the action, while the Goal refers to the participants who are the focus of the actions (Gerot & Wignell, 1995) Additionally, there are optional participants involved in this process, including Factitive, Range, and Beneficiary.
Example of Material Process: I bought a new car yesterday
Actor Material Goal Location (Temporal)
In their 2004 study, Halliday and Matthiessen described the Mental Process as our internal experience of consciousness, defining a mental clause as a change in the flow of events within our minds Gerot and Wignell (1995) further characterized this process as involving sensing, feeling, thinking, and perceiving Essentially, the Mental Process encompasses actions and events that occur within our minds, highlighting the role of the human participant, known as the Senser, who engages in these mental activities The Phenomenon represents the entities influenced by the Senser's thoughts and feelings Additionally, Mental Processes can be categorized into three subtypes: perception, affection, and cognition (Hu & Jiang, 2002).
Example of Mental Process: I love my family so much
I love my family so much
Relational Process, from Halliday and Matthiessen’s viewpoints (2004), “serves to characterize and to identify” It involves the state of being, having, and being at (Gerot
The Relational Process in writing establishes connections between two entities, allowing the writer to either identify or describe characteristics of one through the other This process is categorized into three main types: Intensive, where the structure is "X is A"; Possessive, represented as "X has A"; and Circumstantial, which includes forms like "X is at/on/in/for/etc A." Understanding these classifications enhances the clarity and depth of communication in writing.
In 2004, it was established that there are two distinct modes of being: Attributive and Identifying To illustrate the relationship between these two modes and three types of relations, Figure 1.3, adapted from Gerot and Wignell (1995), serves as a valuable resource.
(2) Possessive (2) Identifying: Token/Identified - Identifier
The diagram illustrates that within the Relational Process, clauses can be categorized as either Attributive or Identifying, while also being classified as Intensive, Possessive, or Circumstantial (Firdiana, 2013) Halliday provides further clarification on these subtypes of the process.
In the Attributive mode, as described by Halliday and Matthiessen (1985, 1994), an entity is assigned a class known as the Attribute, while the entity itself is referred to as the Carrier This relationship involves two participants: the Carrier and the Attribute, which can represent features (Intensive), locations or time periods (Circumstantial), or possessions (Possessive) (Firdiana, 2013) Similarly, in the Identifying mode, an entity that requires identification is termed the Token or Identified, while the label that provides its identity is called the Identifier Both modes involve relationships that can be categorized as Intensive, Circumstantial, or Possessive.
Halliday and Matthiessen (2004) highlight a key distinction between Identifying and Attributive clauses: Identifying clauses are reversible, allowing participants to switch positions without altering meaning, while Attributive clauses are not reversible This indicates that Identifying clauses can convey passive voice, in contrast to Attributive clauses, which do not possess this feature.
Example of Relational Process: Anne is a doctor
The Verbal Process, situated between Mental and Relational Processes, encompasses actions of communication such as saying, speaking, and questioning (Halliday & Matthiessen, 2004, 2014; Plemenitas, 2004) This process allows individuals to express their thoughts and perceptions through language, involving three key Participants: the Sayer, Verbiage, and Receiver (or Target) The Sayer is the individual responsible for the act of speaking, Verbiage represents the message being communicated, and the Receiver is the intended audience who benefits from the exchange.
Example of Verbal Process: My best friend told me about the drama yesterday
My best friend told me about the drama yesterday
Participant Process Participant Participant Circumstance
Sayer Verbal Receiver Verbiage Location (Temporal)
The Behavioral Process embodies our inner emotions and thoughts, translating them into physiological and psychological actions such as breathing, laughing, and crying (Halliday & Matthiessen, 2004, 2014) This process shares characteristics with both Material and Mental Processes, as its Participant, known as the Behaver, is generally a conscious entity that performs the action, akin to the Senser in Mental Process (Nguyen, 2014; Hoang, 2018).
Example of Behavioral Process: He was crying
This process is used to describe the state of being, existing, or happening of something (Halliday & Matthiessen, 2004, 2014; Gerot & Wignell, 1995; Hu & Jiang,
In Existential clauses, the only Participant present is referred to as the Existent, as clarified by Halliday and Matthiessen (2004, 2014) This process is similar to the Relational Process because it pertains to the existence of a specific entity However, the uniqueness of the Existent, being the sole Participant in the clause, distinguishes it from Relational Processes Additionally, it is important to note that the verb commonly used in Existential clauses is "be," along with other verbs that denote existence (Firdiana, 2013).
(2004), “be” may create confusion because it also appears in Relational clauses, “but the other verbs that commonly occur are mainly different from either the ‘attributive’ or the
Example of Existential Process: There is a bike in his yard
There is a bike in his yard
In a clause, Participants are essential elements that are defined by Halliday and Matthiessen (2004) as entities inherently involved in a process, with each experiential type of clause containing at least one participant, and some containing up to three Bloor and Bloor (1995) further emphasize that these participants can be people, objects, concepts, or phenomena that either perform an action or are affected by it The table adapted from Gerot and Wignell (1995) illustrates specific participants and their roles in various types of processes, highlighting the significance of Participants in understanding the dynamics of clauses.
Table 1: The roles of Participants in the clause
(2) Goal - the doings aim at Optional: Factitive, Range or Beneficiary
(1) Senser – produce the act of feeling, perceiving, etc Mental (2) Phenomenon – entity affected by those acts
(1) Carrier – owns the attribute Relational
(2) Attribute – features possessed by Carrier
(1) Token/Identified – things need to identify
(2) Verbiage – content of the message
(1) Behaver (conscious entity) – conducts the action Behavioral
(1) Existent – entities/events exist Existential
Example of Participants in a clause: She makes her own clothes
She makes her own clothes
Circumstances represent the third and final element of Transitivity in a clause, warranting special attention due to their occasional absence According to Halliday and Matthiessen (2004), Circumstances encompass the location, time, manner, and cause of an event Gerot and Wignell (1995) expanded this definition by noting that they answer questions such as "when, where, why, how, how many, and as what." Previous studies indicate that this component typically relates to temporal or physical settings, the reasons behind actions, and the manner in which actions are performed, and it tends to appear across various types of processes (Firdiana, 2013).
263) proposes nine main types of Circumstance as follows: (1) Extent; (2) Location; (3) Manner; (4) Cause; (5) Contingency; (6) Accompaniment; (7) Role; (8) Matter; and (9)
Angle The table below which is adapted from Firdiana (2013) would better clarify the terms together with providing detailed examples:
1 Extent Temporal: For how long (duration) For 3 hours
Spatial: How far (Distance) For 6 miles
2 Location Temporal: When (time) In December
Spatial: Where (place) In Hanoi; here
3 Manner How (means, quality, comparison, degree)
Quickly; as fast as possible
4 Cause Why, what for (reason, purpose, behalf)
5 Contingency In what circumstances (condition, default concession)
6 Accompaniment Together with sb/sth (comitative, additive)
7 Role As whom; In what form (guise, product)
8 Matter About what About this idea
9 Angle According to whom (source, viewpoint)
Multimodal Discourse Analysis (MDA)
Social semiotic multimodal analysis (MDA), founded on Halliday's systemic functional linguistics (SFL), explores the meaning-making potential of various communication modes and their interactions within specific contexts Influential works in this field include Kress and van Leeuwen's visual design framework (2006), O’Toole’s art analysis (2011), and van Leeuwen’s sound theories (1999) MDA examines the interplay between language and other semiotic resources like images, videos, symbols, sounds, and gestures, highlighting the inherently multimodal nature of human communication This approach has evolved to analyze diverse communication forms, including paintings, advertisements, textbooks, and websites, underscoring the necessity of theorizing and analyzing multimodality in academic discourse.
The origin of visual communication is closely linked to two significant studies: Kress and van Leeuwen's "Reading Images" (1996, 2006) and O’Toole's "The Language of Displayed Art" (1994, 2011) This article will thoroughly discuss the two approaches presented by these researchers.
Michael O’Toole is a pivotal figure in multimodality, particularly known for his influential 1994 book, “The Language of Displayed Art.” In this work, O’Toole adapts Halliday’s Systemic Functional Linguistics (SFL) theories to enhance the study of various communication modes He focuses on the interplay of different semiotic resources in multimodal communication, specifically within the visual arts, including painting, sculpture, and architecture O’Toole theorizes three levels of meaning: representational, modal, and compositional, which contribute to new approaches in art analysis (O’Halloran, 2011; Djonov & Zhao, 2014; Nguyen, 2019).
In his analytical framework, representational meaning encompasses actions, scenes, and portrayals, while modal meaning pertains to the relationship established between the audience and the artwork through elements such as light, frame, and color Additionally, the final aspect of meaning describes the compositional state of an artwork.
1.3.2 Gunther Kress and Theo van Leeuwen’s approach
Multimodal discourse analysis (MDA), initially developed by Kress and van Leeuwen in 1996 and refined in 2006, emphasizes the history and application of various semiotic resources, including visual design, sound, action, space, and symbols, to convey meaning (Djonov & Zhao, 2014) According to Kress and van Leeuwen (2006), conducting MDA involves addressing five essential questions post-analysis to ensure a comprehensive understanding of the multimodal texts.
1 What meaning is being made in the text?
2 How is meaning being made in the text?
3 What resources have been drawn on to make the meaning in the text?
4 In what social environment is the meaning being made?
5 Whose interest and agency are at work the making of the meaning?
O’Toole and Kress and van Leeuwen both drew from Halliday's theories, but they approached their analyses differently O’Toole utilized a bottom-up grammatical method, focusing on specific texts to create a versatile analytical framework, while Kress and van Leeuwen employed a top-down contextual approach centered on ideology to establish principles for visual design analysis In Kress and van Leeuwen’s framework, they identified three metafunctions of language—Representational, Interactional, and Compositional meaning—which correspond to Halliday's Ideational, Interpersonal, and Textual meanings.
Representational meaning pertains to the events and objects depicted in images and their relationships within a specific context (Kress & van Leeuwen, 2006) They categorize images into two types: Narrative and Conceptual The key distinction between these types lies in the presence of a vector The Narrative Process emphasizes the exploration of actions, events, or changes by examining their interactions both within and beyond the visual frame, while the presence of a vector sets it apart from the Conceptual Process.
Kress and van Leeuwen (2006) categorize processes into four subtypes: Action Process, Reaction Process, Speech Process, and Mental Process, each associated with distinct types of Participants.
An Action Process involves an "Actor" performing an act that benefits a "Goal." In this context, the vector originates from the Actor, directing towards the Goal, which represents the intended outcome of the action Due to its similarities with the Material Process, the researcher will use the term Material Process to refer to the Action Process Figure 1.4 illustrates an example of this concept through an image depicting a Material Process.
Figure 1.4: A panel from comic books “Haikyu!!” (Furudate, 2012)
In this second sub-process, a "Reactor" responds to a "Phenomenon," with the vector established by the eye line of the Participants Due to its close similarity to the Behavioral Process, the researcher will refer to this as the Behavioral Process moving forward.
Process when referring to Reaction Process Figure
1.5 is an example of image with Behavioral Process:
Figure 1.5: Example of Behavioral Process
Speech Process refers to the dialogue frames between characters in comic books (Chen & Gao, 2014) The Participant who sends out the dialogue balloons is call
“Speaker”, and sometimes, there are narrative frames in the image which act as
In certain contexts, such as location, time, or reasons, the Speech Process shares similarities with the Verbal Process (Nguyen, 2019) Consequently, the term Verbal Process will be utilized interchangeably to refer to the Speech Process An illustrative example can be found in Figure 1.6.
Figure 1.6: A panel from comic books “Haikyu!!” (Furudate, 2012) with Verbal
Mental Process in comic books represents the characters' inner thoughts through thought balloons (Chen & Gao, 2014) The character expressing these thoughts is referred to as the "Sensor." For the purposes of this discussion, the term Mental Process will be used interchangeably to describe this phenomenon.
Figure 1.7 is an example of image with Mental Process:
Figure 1.7: A panel from comic books “Haikyu!!” (Furudate, 2012) with Mental
The Conceptual Process is characterized by its general nature, where participants are represented through class, structure, and meaning This process includes three sub-processes, one of which is the Classificational Process.
(2) Analytical Process; and (3) Symbolic Process (Kress & van Leeuwen, 2006)
The process involves categorizing participants into two primary types: "Subordinates" and "Superordinate." In an overt taxonomy, these categories are clearly defined and visually represented in a diagram or tree structure Conversely, a covert taxonomy presents these categories in a less explicit manner.
Superordinate elements can often be concealed within texts or among subordinate elements To achieve a balanced composition, the elements in the image must be of equal size and positioned at equal distances from one another (Chen & Gao, 2014) Given the similarities between the Classification Process and the Existential Process, the researcher will refer to the Classification Process as the Existential Process moving forward Figure 1.8 illustrates this Existential Process.
Figure 1.8: Example of Existential Process
1.3.2.6 Analytical Process and Symbolic Process
Analytical Process engages the involved participants within a part-whole structure, which creates two kinds of Participants namely “Carrier” (acts as a whole) and
Travel brochure as a sub-genre of advertisement
Advertising, as defined by Jan (1991), is a persuasive writing form aimed at explaining propositions and influencing readers to adopt specific viewpoints or behaviors The term "advertising" derives from the Latin "advertere," meaning to direct attention, which is its primary goal (Cohen, 1987) Effective advertisements must convince customers of the superiority of products or services, create demand, enhance the company's image, and retain existing customers (Jafari & Mahadi, 2014) To achieve these objectives, the design of advertising materials is crucial, as language must be strategically selected to attract potential customers while conveying a positive message, and images should complement the text effectively.
2004) on genre and sub-genres, tourism brochure is considered as a sub-genre of advertisement
In their 1991 work, Wicks and Schuett highlighted the crucial role of travel brochures in tourism communication, noting that these materials have significantly influenced travelers' decision-making and planning for decades.
Travel brochures serve as a highly effective promotional tool for attracting targeted audiences in the tourism industry Their design and distribution processes are crucial for enhancing tourism communication Typically consisting of six or more pages, these printed documents are published and distributed to inform customers about specific travel topics.
In today's digital age, alongside traditional printed brochures, numerous websites offer electronic brochures to reach potential customers globally Regardless of their format, brochures maintain key characteristics: they convey a singular message, serve to persuade or inform, and capture the audience's attention (Osman, 2008) The term 'brochure' is often used interchangeably with various publications like booklets, flyers, leaflets, and pamphlets, placing it within the advertising domain (Newsom & Carrell, 2001) However, brochures are also considered a genre of persuasive discourse that shapes public thoughts and behaviors, highlighting their role in influencing customer opinions and fitting into the promotional genre (Dyer, 1993).
Travel brochures serve as a unique blend of advertising and promotional content, significantly influencing their intended goals While they share similarities with advertisements, brochures also incorporate elements of the promotional genre Primarily, their goal is to boost tourist visits by distinguishing “Us” from “Others.” Additionally, brochures not only promote products and services to stimulate shopping demand but also function as informative travel handbooks, offering detailed insights and valuable advice Unlike traditional advertisements that target potential customers with limited knowledge, travel brochures cater to individuals already familiar with the destination through social media or personal connections, aiming to deepen their interest Consequently, the design and content must be captivating enough to encourage further exploration and ideally prompt immediate travel to the advertised location.
To effectively persuade potential customers, tourism brochures must focus on both language and visuals A travel guide should use unique writing styles and carefully chosen words to create a striking image that sets the destination apart from others (Hassan et al., 2008) Linguistic features should be designed to engage readers and encourage them to visit (Luo & Huang, 2015) The cover page must include informative headlines, subheadings, and brief descriptions that highlight the location's name and specialties, ensuring convenience for tourists seeking information Main texts should be engaging yet concise to maintain interest, while the final page should inspire revisits (Luo & Huang, 2015) Middleton (1998) identified ten types of attractions that should be featured in brochures, including ancient monuments, historic buildings, parks, theme parks, wildlife attractions, museums, art galleries, industrial sites, themed retail sites, and amusement parks (ệztỹrk & Şafak, 2014) Additionally, visual elements should be bright and appealing, creating a comfortable atmosphere for readers (Crawshaw & Urry, 1997) The effective use of composition, light, color, and editing enhances the visual appeal of the brochure, as highlighted by Kress and van Leeuwen (2006) Given that tourist consumption is primarily visual (Urry, 2002), photographs serve as powerful stimuli that enhance the desirability of the location (ệztỹrk & Şafak, 2014).
A well-crafted travel brochure should feature several key elements to effectively attract tourists Its primary purpose is to increase visitor numbers by providing detailed information, sound advice, and sparking curiosity about the destination The writing style must be unique and engaging, ensuring the content is concise while including essential details such as the location's name, general information, specialties, and various attractions Visually, the brochure should incorporate bright, colorful, and elegant photos that create a pleasant atmosphere, enhanced by careful attention to composition, lighting, color, and editing to captivate readers and encourage them to explore the destination.
Related studies
The SFL system, especially the Transitivity system, has garnered significant attention since its inception Key contributions from prominent scholars, including Eggins' "Introduction to Systemic Functional Linguistics" (2004) and Bloor & Bloor's "The Functional Analysis of English: A Hallidayan Approach," have played a vital role in advancing these theories.
In the realm of functional grammar, significant contributions have been made by scholars such as Gerot and Wignell (1995) and Halliday and Matthiessen (2013, 2014), who explored its application in everyday life Halliday, as a leading figure in this field, notably analyzed William Golding's "The Inheritors," which is regarded as a pivotal study in stylistics (Carter & Stockwell, 2008) His research demonstrated that by utilizing Systemic Functional Linguistics (SFL), particularly the concept of Transitivity, readers can effectively interpret the meanings embedded in literary texts, revealing the author's experiences and emotions (Nguyen, 2012).
In his 2009 study, Yaghoobi utilized the Systemic Functional Linguistics (SFL) framework to examine the news structures surrounding the 2006 Hizbullah-Israel conflict, focusing on coverage in both NEWSWEEK, an American magazine, and Kayhan International, an Iranian newspaper.
The portrayal of the same military forces, Hizbullah and Israel, in contrasting ideologies across two different media outlets reveals how the Transitivity system can be leveraged by writers This manipulation influences the representation of events and shapes readers' perceptions of these incidents.
Suparto (2018) conducted a Transitivity Analysis on framing in online news articles, specifically examining two pieces covering the controversial blasphemy case of Ahok, who received a two-year prison sentence The analysis revealed how the use of Participants, Processes, and Circumstances in these articles shaped varying viewpoints, highlighting the potential for readers to be easily swayed toward a particular perspective if they fail to engage critically and consider multiple angles of the issue.
Moving on to other genres, with the help of Halliday’s SFL framework, Nguyen
(2012) intended to investigate the application of Transitivity in a short story named
In "Heroic Mother," the author demonstrates how language choices reflect the main character's lifestyle and personality, enhancing our understanding of linguistic analysis as a tool for interpreting meanings in literary texts.
In his 2013 study titled "Transitivity Analysis of 'A Rose for Emily'," Song utilized Halliday’s Transitivity framework to analyze the short story He identified key examples from the text, concluding that the Processes effectively depicted the main character and conveyed the story's meaning Emily is portrayed as a courageous yet tragic figure, battling against fate and societal norms, ultimately leading to her brief and sorrowful existence.
The rapid growth of the tourism sector has led researchers to focus on written materials like leaflets, brochures, and travel blogs to understand their influence on travelers' decisions Firdiana (2013) studied the Mood and Transitivity in tourism brochures from Qantas Holidays Magazine, revealing that declarative and imperative moods comprised the majority of the content The analysis of the Transitivity system indicated that Relational Processes were the most prevalent, followed by Material and Existential Processes, while Mental Processes were minimally represented and Behavioral and Verbal Processes were absent However, the study primarily presented these findings without exploring how Mood and Transitivity contribute to effective brochure design.
Hassan (2014) conducted a study on the representation of Malaysian cultures in tourism brochures, employing Kress and van Leeuwen's Multimodal Discourse Analysis rather than the Transitivity system The research identified five key elements featured in the brochures: people, festivals, traditional lifestyles, traditional music, and traditional games, which were illustrated through both linguistic and visual modes Hassan argued that these elements were included in the brochures to effectively showcase Malaysia's rich cultural heritage.
“vital commodities” to this country, and tourists were interested in seeing those elements
In her 2018 study, Tran analyzed four travel blog posts by British travelers about their experiences in Hanoi, utilizing The Appraisal Framework and Multimodal Discourse Analysis Her qualitative research revealed that Hanoi excels in offering unique culinary experiences and effectively promotes its renowned tourist attractions, with no evidence of tourist dilemmas found in the data.
Previous studies have analyzed the Transitivity system across various genres, including news articles, stories, and travel blogs, highlighting the growing interest in tourism materials However, many papers either focus solely on linguistic elements while neglecting visual components or evaluate images without adequately addressing the language used Some researchers have approached brochures from a genre-based perspective, leaving a gap in understanding the interplay of linguistic and visual representations through the Transitivity system This thesis aims to fill that gap by examining the Transitivity system in the English version of a Hanoi travel guide, chosen for its lack of prior analysis in existing literature, to uncover the messages conveyed to tourists.
RESEARCH METHODOLOGY
Description of data
Vietnam Online, established in 1997, is dedicated to promoting tourism in Vietnam and enhancing the country's global recognition The website provides essential travel information and guides, ensuring that tourists can plan their trips without confusion.
Vietnam Online is a comprehensive travel website featuring the slogan "See Vietnam at its purest!" The home page includes a toolbar with nine key sections: Destinations, Tours, Beaches & Resorts, Hotels, Cruises, Travel Guide, Extras, Trip Ideas, and Route Planner Each section offers valuable information, such as popular destinations across Vietnam's three regions and hotel listings with prices and locations Additionally, the site introduces its founders and provides contact information With English as its primary language, Vietnam Online caters to both foreign and Vietnamese tourists planning their trips to various regions of Vietnam.
The data in this paper is a 14-page English travel brochure named Hanoi Travel
The travel guide, originally posted in 2016, is divided into four main sections: Introduction, Sightseeing, Hanoi Travel Map, and Foods The Introduction includes two sub-sections, Getting into Hanoi and Getting around Hanoi, which highlight the city’s unique characteristics, such as its “maze of winding, narrow, wooded lanes,” “roadside artisans, shops and taverns,” and the “winding, intimate, and shady” streets, setting the stage for an immersive exploration of Hanoi.
Explore Hanoi's rich culture through six must-visit destinations: Tran Quoc Pagoda, Saint Joseph Cathedral, Hanoi Opera House, Long Bien Bridge, Water Puppet Theatre, and the Hanoi Old Quarter This guide provides essential information about each site, including their addresses, historical significance, unique features, and notable cultural activities, helping tourists appreciate their charm before visiting Additionally, a detailed map of Hanoi highlights popular attractions, routes, and essential services like hospitals, restaurants, and bars Finally, indulge in the local cuisine with a curated list of five must-try dishes: Xôi xéo, Bánh cuốn, Phở, Bún thang, and Cha ca La Vong, complete with ingredient details and recommendations for the best places to savor these culinary delights.
The researcher selected travel brochures as the primary data for this study to explore the interplay of language and visual elements, which are often overlooked by both linguists and travel agency managers With extensive experience in analyzing brochures, the writer believes this format is ideal for the research Additionally, having lived in Hanoi for over [insert time], the writer's familiarity with the locale enhances the relevance of the study's content.
20 years; therefore, choosing to examine a Hanoi travel guide enables her to take advantage of the background knowledge and real-life experiences.
Data collection instruments
The PDF version of the brochure was downloaded from the online website
Vietnam Online through the address https://www.vietnamonline.com/ It is crucial that the document must be examined carefully to avoid missing pages.
Data analysis
This study employs both qualitative and quantitative methods to analyze the language and imagery in the brochure The primary focus is on qualitative analysis, which aims to identify key elements such as clauses, types of processes, participants, and circumstances essential for a comprehensive examination.
Qualitative research, driven by a desire to deeply understand human behavior, focuses on gathering comprehensive insights into people's beliefs and actions within specific contexts (Rubin & Rubin, 2005) Unlike quantitative research, it emphasizes exploring the quality and nature of human experiences, perceptions, and reactions Given the objectives of this study, a qualitative approach is particularly valuable for analyzing how language and visual illustrations impact readers, enabling a thorough examination of these effects.
Quantitative tools serve as valuable assistants in calculating the frequency and percentage of elements within a text Tashakkori and Teddlie (1998) highlighted that one of the primary advantages of this method is its objectivity and generalizability By employing quantitative methods, researchers can gain a comprehensive understanding of the data, facilitating insights into the relationships between genre features, speech content, designers' objectives, and process distribution.
Applying the analytical framework above, the researcher decided to divide the analysis procedure into 2 major phases as follows:
1 st phase: Baseline information analysis
In the initial phase, we will analyze and document essential details such as the total word count, the number of clauses in the entire brochure, the breakdown of clauses in each section, and the quantity of images included.
This second phase will be divided into 2 smaller stages which are (A) linguistic analysis and (B) visual analysis
(1) Write down every clause appearing in each section
(2) Analyze the clauses in terms of Process, Participants, and Circumstances
(3) Count the frequency of each type of Process and calculate the equivalent percentage
(4) Consider the correlation between the function of each Process type and the purpose of each section
(5) Draw out the conclusion of whether the use of particular Process is suitable with the purpose of the texts
(1) Describe the images generally (state the Process, Participant)
(2) Inspect closely based on the framework to see their main purpose
(3) Compare the purpose with that of the section in which the images are posted
(4) Draw out the conclusion to see whether those two purposes match / whether the images support the linguistic content
FINDINGS AND DISCUSSION
Baseline information
This paper analyzes a 14-page English travel guide to Hanoi, which is divided into four key sections: Introduction, Sightseeing, Hanoi Travel Map, and Foods The guide contains a total of 3,052 words and 187 clauses, with their distribution detailed in Table 3.
Table 3 The number of clauses in the brochure
Note: The Vietnamese names for the places and food are in the exact forms that they appear in the brochure
The brochure contains 187 clauses, with 88 dedicated to describing tourist attractions in Hanoi, making it the most prominent section In contrast, the Introduction features only 33 clauses, while the remaining clauses pertain to the Foods section This study aims to analyze the allocation of the Transitivity system within the brochure, specifically examining the distribution of Processes, Participants, and Circumstances in each section.
First and foremost, types of processes together with their distribution in the
Introduction can be summarized concisely through the Table 4 and Figure 1 below The table shows the number of Processes and their portion in two smaller parts of the
In the introduction of the article, "Getting into Hanoi" and "Getting around" are analyzed, revealing that the Relational Process dominates, with over half of the clauses in both texts following this structure The Material Process ranks second in both sections, while the Mental Process is more prevalent in "Getting into Hanoi" compared to "Getting around." Notably, "Getting around" introduces an Existential Process, which is absent in the first text, despite its limited use Both texts lack Verbal and Behavioral Processes, underscoring the distinct focus of each section.
Table 4 Distribution of Processes in Introduction section
1 Getting into Hanoi 2 Getting around
Taking all the data into consideration, the distribution of Processes as a whole in the Introduction can be condensed in the Figure 1 below Overall, the number of
The Relational Process dominates the analysis with 17 out of 33 clauses, representing over 50% of the total Following it, the Material Process comprises 33% of the clauses In contrast, the Mental Process accounts for 12%, while the Existential Process is the smallest, making up only 3% of the distribution.
Figure 1 Distribution of Processes in Introduction section
In the Introduction, the analysis of Circumstances reveals that Location: Spatial is the most frequently used category, comprising 44% of the total Both Location: Temporal and Manner follow closely, each appearing five times Extent: Temporal accounts for approximately 8%, while Contingency and Role each represent a minor 4% Other Circumstances, including Extent: Spatial, Cause, Accompaniment, Matter, and Angle, are not present in this section.
Figure 2 Distribution of Circumstances in Introduction section
In the Sightseeing section, the distribution of processes is crucial to consider Table 5 highlights the frequency of processes across six key attractions: Tran Quoc Pagoda, Saint Joseph Cathedral, and Hanoi Opera House.
Long Bien Bridge, Water Puppet Theatre, and Hanoi Old Quarter Apparently, the number of Relational Process is once again far higher than any other processes in four
In the analysis of six texts, it was found that Material Processes dominate, particularly in the Long Bien Bridge and Water Puppet Theatre writings, with 8 clauses (57.1%) and 6 clauses (60%) respectively Although Mental, Behavioral, and Existential Processes are present, they appear sporadically across the texts Notably, the Behavioral Process is exclusively observed in the Tran Quoc section.
The analysis reveals that Pagoda is represented by one clause, while the Hanoi Old Quarter is elaborated upon in four clauses Additionally, Mental Process constitutes a minor portion, accounting for approximately 10% across three of the six texts Notably, Verbal Process is absent in all six sections related to Sightseeing.
Table 5 Distribution of Processes in Sightseeing section
The analysis of six writings in the Sightseeing section reveals that Relational Processes dominate the data, constituting 45% of the total with 40 out of 88 clauses Following closely is the Material Process, which accounts for over a third of the clauses Additionally, the distribution of Existential Processes is also noteworthy.
Behavioral and mental health issues are closely related, with behavioral concerns representing the largest category at 7% In contrast, mental health and another unspecified category each consist of 5 clauses, accounting for 6% of the total.
Figure 3 Distribution of Processes in Sightseeing section
Figure 4 highlights the significant prevalence of Location: Temporal, which accounts for 38% of occurrences Following this, Location: Spatial appears 23 times, representing 25% of the total Manner is noted 9 times, making up 10%, while Accompaniment occurs 8 times (9%) and Cause appears 7 times (7%) The four smallest categories include Extent: Temporal, Role, and others.
Contingency, and Matter which account for 4%, 3%, and 2% respectively Two Circumstances that do not occur in this section are Extent: Spatial and Angle
Figure 4 Distribution of Circumstances in Sightseeing section
The distribution of processes in the Foods section is highlighted in Table 6, which details the number and proportion of processes across six key dishes: Lead-in, Xôi xéo, Bánh cuốn, Phở (Noodle soup), Bún thang, and Cha ca La Vong The data clearly shows the varying percentages associated with each dish, underscoring their significance in the overall culinary landscape discussed in this article.
Material Process have outnumbered those of Relational in most parts except for Bún
In this analysis, the Relational Process dominates the section, comprising 63.6% of the total, while the Material Process is represented by only 18.2% through two clauses The Mental Process appears consistently across the section, with one to two clauses in each part, but is notably absent in the final dish, Cha ca La Vong Similarly, the Existential Process is present in only three out of six parts Additionally, the Verbal Process is introduced for the first time, albeit with a minimal presence of just two clauses.
Xôi xéo and 1 in Bánh cuốn Behavioral is in the same position when it merely appears twice in Lead-in and Cha ca La Vong
Table 6 Distribution of Processes in Foods section
The distribution of Processes in the Foods section is depicted in Figure 5, revealing that Material Processes dominate with 28 clauses, representing 42% of the total In contrast, Relational Processes account for just over a third with 23 clauses Mental and Existential Processes follow, making up approximately 11% and 6%, respectively Verbal and Behavioral Processes are the least represented, each constituting 3% of the total Notably, Verbal Process makes its first appearance in the brochure, albeit as a minor component.
Figure 5 Distribution of Processes in
In analyzing the Circumstances in Foods, it is notable that Location: Spatial dominates with 38%, followed by Manner at 21% Accompaniment ranks third, appearing 7 times and accounting for 13% Both Cause and Matter are tied, each used 4 times and representing 7% Location: Temporal and Role contribute 6% and 4% respectively, with the former appearing 3 times and the latter twice Contingency and Extent: Temporal share the lowest occurrence, each appearing just once, while Extent: Spatial and Angle are absent from the text.
Figure 6 Distribution of Circumstances in Foods section
Overall, taking the Processes on the scale of the whole brochure into consideration, the researcher has summarized all the collected data in Table 7 and Figure
Findings
The author employs Relational and Material Processes to depict Hanoi city, with a predominant use of Attributive Relational Processes over Identifying ones This approach effectively introduces and illustrates the city's characteristics, providing a vivid portrayal of Hanoi.
(I.1.4) Somehow the setting sun seems enormous here […]
Somehow the setting sun seems enormous here
Circumstance Participant Process Participant Circumstance
From the example, it can be observed that the verbs used in Relational (Attributive) Process describe a state of having some attributes such as “seems”, “is”,
“fill with” Combining them with the Participants such as noun phrases (“bicycles”;
Hanoi captivates with its breathtaking scenery, where the setting sun casts enormous hues that transform the city into a canvas of deep colors reminiscent of modern paintings This vibrant metropolis is a blend of strangely beautiful chaos, as roads teem with bicycles and modern buildings emerge unexpectedly, contrasting sharply with the traditional landscape.
The author employs identifying clauses to depict Hanoi, using verbs that indicate a state of being to label key locations like “The north end of Hoan Kiem Lake.” By defining popular attractions, the brochure functions as a guidebook, providing essential information to help visitors navigate the city without confusion.
(I.2.3) The north end of Hoan Kiem Lake is Hanoi's "ground zero”
The north end of Hoan Kiem Lake is Hanoi's "ground zero”
Utilizing the Relational Process, the writer aims to establish a connection between Hanoi city and its unique characteristics, effectively highlighting the city's appeal and distinctiveness.
The Material Process often highlights actions and occurrences, primarily using action verbs However, this section showcases a creative writing style, as the author employs the Material Process to describe and characterize effectively.
“dips” or “dissolves” along with Participants like “the road” or “the setting sun” (“it” here means “the setting sun” mentioned in the previous clause) creates a feeling as if
Hanoi is a conscious entity which is living and moving by itself
(I.1.4) […] as it dips into the cornfields on the horizon as it dips into the cornfields on the horizon
Hanoi offers a variety of economical hotels, tourist shops, and cafés, providing essential support for visitors This information highlights suitable accommodations, souvenir shopping, and opportunities to experience authentic Vietnamese cuisine, ensuring a convenient, comfortable, and enjoyable journey for travelers.
Three key circumstances—Spatial Location, Temporal Location, and Manner—play a crucial role in showcasing the beauty of Hanoi city These elements serve to highlight specific aspects of the city, allowing visitors to appreciate its charm at particular times and places, such as "at dusk," "in Hanoi's galleries," "here," and "on the edge of the city." The Manner aspect emphasizes the city's beauty and uniqueness using terms like "especially," "somehow," "practically," and "variously." Together, these elements create a vivid visual representation of Hanoi, inviting exploration and admiration.
When it comes to illustrating Hanoi city through images, two pictures coded as
Figure 9 and Figure 10 have been recognized to be related to Hanoi city The first picture is located on page 2, the first part Getting into Hanoi in the Introduction section
The image prominently features the word "HANOI," which occupies the entire frame Upon closer inspection, it becomes evident that this word is creatively composed of five distinct pictures.
The Huc Bridge, Long Bien Bridge, Hanoi Opera House, Temple of Literature, and
Turtle Tower symbolizes Hanoi, embodying the city's essence through its iconic attractions When people think of Hanoi, these landmarks are often the first that come to mind This relationship illustrates a part-whole structure where "HANOI" serves as the Carrier, representing the city, while the five notable locations act as Possessive Attributes, highlighting its famous destinations This framework not only helps to identify and characterize Hanoi but also reminds visitors of its significant sites.
The Hanoi Travel Map serves as an overview of the city, highlighting various facilities and famous attractions The map employs a covert taxonomy of Existential Process, with symbols of consistent size and color—red for tourist attractions and blue for hotels—indicating their subordinate roles The entire city of Hanoi represents the superordinate entity, encompassing essential locations such as markets and hospitals This detailed map not only promotes the convenience of navigating the city for visitors but also fosters trust by enabling them to easily find accommodations, dining options, and medical facilities, ultimately enhancing their travel experience.
Figure 10 Map of Hanoi city
Among 6 types of Process, Relational and Material still prevails with the help of Existential so as to bring the best experience to readers in a way that they assist readers to visualize the tourist attractions clearly before actually getting to the place For example, Relational: Identifying labels the places distinctly so that tourists would not mistake one place with another Besides, the researcher could detect its appearance many times in this section due to the fact that the process is used to talk about the changes in names of those places, like in the clause (II.1.5) below which is about the renaming of Tran Quoc Pagoda Name also acts as a typical label; therefore, the verb
The passive voice construction "rename" along with the participant "An Quoc," meaning "a peaceful country," highlights the historical significance of this location This identification allows visitors to deepen their understanding of the area's rich history Additionally, the use of attributive relational language effectively showcases the unique features of the destination With vivid descriptions, readers can easily envision the allure of these places, igniting a desire to experience their beauty firsthand.
This section highlights significant historical changes in a location, particularly focusing on Saint Joseph Cathedral The use of the passive voice in the verb "build" illustrates the impact of these changes Most clauses featuring Material Processes are crafted to inform foreign guests about the key milestones of renowned tourist attractions in Hanoi, enhancing their understanding and appreciation of the site's history.
The Existential Process serves as a supportive element in the description of specific sites, such as the "statue of Mother Maria" in (II.2.7) The author aims to vividly illustrate the structure and key areas of these tourist attractions, ensuring that visitors do not overlook any significant features during their visit.
(II.1.5) Till the 15th century, during King Le Thai Tong reign, it was renamed to “An
Quoc”, which means a peaceful country
Till the 15th century, during
King Le Thai Tong reign, it was renamed to “An Quoc”, which means a peaceful country
(II.2.1) […] which was built about 120 years ago which was built about 120 years ago
(II.2.7) Outside, in front of the cathedral is the statue of Mother Maria
Outside, in front of the cathedral is the statue of Mother Maria
(Spatial) Location (Spatial) Existential Existent
In the article, the most frequently occurring circumstances are related to spatial and temporal locations This prevalence is attributed to the writer's focus on both the beauty of the venues and their historical significance By emphasizing the time and place of events, the author provides readers with a clearer understanding of when and where specific occurrences took place.
“in the past”, “nowadays”, “in 1967, 1972”, “at Hanoi Opera House”, or “in the Far East” b Visual aspect:
Discussion
3.3.1 Answering sub-question 1: What is represented linguistically through the transitivity system of the English version of a Hanoi travel guide?
The analysis of the brochure reveals that out of 187 clauses, 43% (80 clauses) are classified as Relational Process, making it the most prevalent type Following closely, Material Process constitutes 38% with 71 clauses Mental Process appears next with 16 clauses, representing 8%, while Existential Process accounts for 6% with 11 clauses These four processes significantly shape the content of the brochure.
In the analysis of Hanoians' representation in a tourism brochure, it was found that their appearance is primarily noted in the Introduction, Sightseeing, and Foods sections, with low occurrences of Behavioral and Verbal Processes Specifically, only 7 clauses were identified in Sightseeing and Foods, while Behavioral and Verbal Processes appeared just twice, both in the Foods section This study aligns with Firdiana's (2013) research on the Transitivity of Tourism Brochures in Qantas Holidays Magazine, where the Relational Process was predominant, followed by Material Processes However, a key difference lies in the presence of other Processes: Firdiana found no instances of Behavioral and Verbal Processes, while this study detected all Processes, revealing a higher frequency of Mental Processes compared to Existential.
The analysis of Circumstances reveals that Location: Spatial constitutes the largest portion at 31%, appearing 54 times across the text's three sections Following this, Location: Temporal makes up over a quarter of the total occurrences, with its frequency notably higher in the Sightseeing section, where it enhances the appeal of the historical content Manner ranks third at 15%, while Accompaniment and Cause account for 9% and 6%, respectively Extent: Temporal appears only 7 times, representing 4% of the total, and both Role and Matter also share a minimal presence, each appearing 6 times and comprising 4% of the total Notably, Accompaniment, Cause, and Matter are absent from the first section.
Introduction because this part is purely for introducing and describing; hence, the use of such circumstances is not necessary The last circumstance with the smallest fraction is
Contingency with just 2% During the analysis procedure, the researcher cannot detect the occurrence of Extent: Spatial and Angle in any clauses of the brochure
The Transitivity system in the travel guide highlights five key subjects: Hanoi city, tourism places, foods, travelers, and Hanoians Hanoi city is depicted as an intricate and appealing maze, capturing the attention of tourists from the outset.
Hanoi embodies the serene beauty of the countryside, yet it is also a vibrant hub filled with chaos and noise The writer effectively contrasts these two scenes using relational and material descriptions, initially highlighting the city's picturesque qualities before revealing its messy reality This duality may surprise readers, but it ultimately conveys that Hanoi encompasses both tranquil beauty and the lively chaos of everyday life The author portrays the city as a dynamic entity that evolves with time and location, sparking curiosity in tourists eager to uncover its hidden charms Like a maze, Hanoi invites exploration, enticing visitors to delve deeper and discover the treasures of this intriguing locale.
In the intricate maze of Hanoi, the brochure acts as a guiding map, providing essential instructions for exploring the city and its attractions Beyond Hanoi itself, the brochure highlights key tourism spots and local cuisine, helping readers visualize these must-visit locations before their arrival By employing Relational, Material, and Existential Processes, the writer effectively portrays these tourism places as "Checkpoints," a term borrowed from gaming that signifies important destinations travelers should not miss.
In Hanoi, visitors are provided with comprehensive information about various checkpoints, including their names, locations, historical significance, and unique attributes The use of Relational and Material Processes effectively conveys vivid descriptions of these sites, allowing readers to easily envision their charm and inspiring a desire to explore them firsthand This engaging writing style not only piques curiosity but also offers a valuable opportunity to learn about the rich history of these locations and Hanoi as a whole Additionally, the incorporation of Existential Processes, along with the key Circumstances of Location: Spatial and Location: Temporal, ensures that readers are well-informed about specific sights and the context of events, enhancing their understanding of the area's historical narrative.
Cuisine in Hanoi is often an overlooked gem, reflecting the city's identity through its daily culinary offerings rather than just its famous delicacies These everyday foods embody the spirit of Hanoians, making them invaluable treasures in the local culture To enhance the appreciation of these distinctive dishes, we provide clear illustrations and descriptions, allowing guests to visualize the meals and identify any potential allergens By detailing aspects such as color, flavor, and pricing, we aim to spark curiosity about Vietnamese cuisine, encouraging tourists to explore its rich flavors and traditions Additionally, we leverage contextual elements to further enrich the portrayal of these culinary delights.
To captivate readers and spark their imagination about food, it is essential to not only highlight its charm but also to provide information about the best destinations to enjoy these dishes By utilizing Existential Process and Location - Spatial Circumstance, travelers can be guided to the ideal locations in Hanoi where they can savor authentic cuisine at reasonable prices This ensures a convenient, comfortable, and enjoyable experience for all visitors.
Although not having a separated section, Travellers still take an important part in the brochure due to the fact that this travel guide is designed mainly for them
Travelers are now positioned as Experiencers, guided by a map to navigate essential Checkpoints and uncover Hidden treasures The article employs Material and Mental Processes to immerse readers in the sensory experiences of the destination, evoking a desire to visit and explore the scenery and local cuisine Spatial Circumstances highlight specific locations of tourist attractions and restaurants, while Hanoians are portrayed as Supporters, ready to assist travelers navigating the Maze This depiction emphasizes the reliability of locals as a valuable resource for visitors seeking guidance in Hanoi However, the researcher's findings are inconclusive regarding the scattered nature of Circumstances in this context.
3.3.2 Answering sub-question 2: What is represented visually through the transitivity system of the English version of a Hanoi travel guide?
The brochure's structure reveals a notable discrepancy between language and imagery, with language being paramount in conveying significant meanings Words are the primary means of communication, while images serve merely to enhance and clarify the verbal descriptions, providing additional context related to the five key subjects The research highlights the use of Material Process among Hanoians and Behavioral Process among travelers.
Hanoians; Relational Process in the first pic of Hanoi city, Tourism places, and Foods; and last but not least, Existential Process in the map of Hanoi city
The article highlights how Relational and Existential Processes are utilized to visually portray Hanoi, focusing on labeling the city, showcasing famous tourist attractions, and highlighting essential facilities to enhance visitors' experiences In the sections dedicated to Tourism and Food, only Relational Processes are employed, as images complement the text to vividly illustrate the destinations and culinary delights, motivating readers to explore them firsthand The Material and Behavioral Processes are significant in depicting Travellers and Hanoians, with the cover photo emphasizing Travellers as Experiencers, encouraging them to immerse themselves in new experiences Images of Hanoians engaged in daily activities—such as riding cyclo, selling food, and enjoying coffee—dominate the brochure, illustrating the vibrant local life that travelers can encounter, thereby reinforcing the connection between visuals and the narrative.
Understanding Hanoians goes beyond mere text; it requires observation and emotion Each individual possesses a unique identity, yet collectively, they embody the essence of Hanoi, infusing the city with vitality and life.
3.3.3 Answering the overarching question: What is represented through the transitivity system of the English version of a Hanoi travel guide?
The research reveals that the brochure effectively represents five key subjects: Hanoi city, tourist attractions, local cuisine, travelers, and Hanoians, each aligned with distinct descriptions such as an intricate maze, checkpoints, hidden treasures in daily life, experiencers, and supporters It highlights that language plays a more crucial role than visuals in delivering significant messages, with visual elements primarily serving to supplement the text Currently, visuals are not utilized as a complementary channel for conveying the core ideas of this travel brochure.
Summary of key ideas
This thesis investigates the content of a Hanoi travel guide by analyzing its Transitivity system The primary research question guiding this study is: What does the Transitivity system reveal about the English version of the Hanoi travel guide?
To address the main research question, the study focuses on two key sub-questions: first, it examines the linguistic representations conveyed by the transitivity system in the English version of a Hanoi travel guide; second, it analyzes the visual representations illustrated through the same transitivity system in the guide.
This case study utilized a qualitative research methodology, complemented by quantitative techniques, to analyze the Transitivity system of a selected brochure The data was categorized into linguistic aspects, focusing on language, and visual aspects, concentrating on images The analysis was grounded in Halliday's Systemic Functional Linguistics (SFL) theory, with additional insights from Multimodal Discourse Analysis (MDA) Despite certain limitations, the study yielded significant findings that will be summarized in the following sections.
In analyzing the processes used in the brochure, the Relational Process is the most prevalent, followed by Material, Mental, Existential, Behavioral, and Verbal Processes When examining Circumstances, it is found that Spatial Location dominates, with Temporal Location in second place, followed by Manner, Accompaniment, and Cause The next most significant Circumstances are Temporal Extent, Role, and Matter, while Contingency holds the smallest percentage Notably, Extent: Spatial and Angle Circumstances were not identified in the brochure.
Secondly, five different representative subjects have been represented linguistically and visually through the Transitivity system of the travel guide as follows:
Hanoi city is often likened to an intricate maze, captivating travelers with its initial charm and inviting them to delve deeper into its hidden treasures and mysterious locations.
• Tourism places are must-visit destinations which can also be described as Checkpoints
• Foods , without any further saying, are Hidden treasures in daily life
Travelers embark on a journey as Experiencers, guided by a travel expert to navigate essential Checkpoints while uncovering Hidden Treasures along the way.
• In case travellers face difficulties, Hanoians will show up as Supporters who assist our Travellers to find ways in the Maze
Such representations as concluded above is what makes Hanoi a must-visit destination to international travellers
Language plays a more significant role than images in conveying important messages, with photos primarily serving to complement the text and enhance the overall meaning of the brochure.
Implications
Analyzing the Transitivity system in travel brochures enables content writers to effectively utilize visual elements, enhancing the vivid portrayal of destinations to attract tourists Travel agency managers can leverage these findings to identify the characteristics of effective brochures and the benefits of incorporating transitivity in their designs Additionally, pre-service teachers, educators, and teachers can utilize multimodal texts, such as travel brochures, to foster multimodal literacy among their students.
Limitations and Suggestions for Further Studies
This paper acknowledges certain limitations stemming from time constraints and available human resources Due to the nature of a graduation project, the author was unable to analyze a large dataset, which may affect the generalizability of the results Future research in this area is encouraged to expand the corpus and enhance the applicability of the findings.
This study primarily examines Ideational meaning through the Transitivity system, leaving out the exploration of the other two lines of meaning Future researchers are encouraged to investigate the integration of various linguistic and visual elements in their work.
Abbas, M A., & Talaat, M (2019) Transitivity Analysis of Newspapers’ News-
Headlines Depicting Crime Committed Against Women in Pakistan
International Journal of English Linguistics, 9(5), 400-414
Almurashi, W A (2016) An Introduction to Halliday’s Systemic Functional
Linguistics Journal for the Study of English Linguistics, 4(1), 70-80
Banyai, M., & Glover, T D (2012) Evaluating research methods on travel blogs
Bhatia, V.K (1993) Analyzing Genre: Language Use in Professional Settings London:
Bhatia, V.K (2004) Worlds of Written Discourse London: Continuum
Bloor, T & Bloor, M (1995) The Functional Analysis of English: A Hallidayan
Bloor, T., & Bloor, M (2004) The Functional Analysis of English (2nd ed.) London:
Carter, R., & Stockwell, P (2008) The Language and Literature Reader London:
Chen, Y., & Gao, X (2014, May) Interpretation of the representational meaning of movie posters from the perspective of multimodal discourse analysis In
International Conference on Education, Language, Art and Intercultural Communication (ICELAIC-14) (pp 346-350) Atlantis Press
Cohen, R (1987) The Ad Game: Recreating Creativity To Sell Toronto: CCH
Crawshaw, C., & Urry, J (1997) Tourism and the Photographic Eye In C Rojec & J
Urry (Eds), Touring Cultures: Transformations of Travel and Theory, (pp 176-
Dinh, T V A (2018) A multimodal discourse analysis of Toyota print advertisements
(Master’s Degree, University of Languages and International Studies, 2018) Retrieved from http://repository.vnu.edu.vn/handle/VNU_123/69834
Djonov, E., & Zhao, S (Eds.) (2014) Critical multimodal studies of popular discourse
New York and the UK: Routledge
Dyer, G (1993) Advertising as Communication London: Routledge
Eggins, S (2004) Introduction to systemic functional linguistics Great Britain:
Firdiana, G (2013) Mood and Transitivity in The Tourism Brochure of Qantas Holidays
Magazine: A Functional Grammar Study (Magister of Humaniora, Padjadjaran
University, 2013) Retrieved from https://www.semanticscholar.org/paper/Mood-And-Transitivity-In-The-
Firdiana/a459f354fadeacb0ef7e5e789de1fc7d837c5b69
Gerot, L., & Wignell, P (1995) Making Sense of Functional Grammar Sydney: Gerd
Govindaraju, S (2014) A Transitivity Analysis of Medical Brochures with a Focus on
Cervical and Breast Cancer (Master’s degree, University of Malaya, 2014)
Retrieved from http://studentsrepo.um.edu.my/5114/
Guijaro, M A J (2006) The Continuity of Topics in Journal and Travel Texts: A
Discourse Functional Perspective Functions of Language, 13(1), 37‐76
Halliday, M A K (1971) Linguistic Function and Literary Style: An Inquiry into the
Language of William Golding’s the Inheritors In Chatman, S (Ed.), Literary Style: A Symposium (pp 330-368) New York: Oxford University Press
Halliday, M A K (1985) An Introduction to Functional Grammar (2nd ed.) London,
Halliday, M A K (1994) An Introduction to Functional Grammar (2nd ed.) New
York, NY: Oxford University Press Inc
Halliday, M A K (2004) An introduction to functional grammar Revised by Christian
Halliday, M A K., & Matthiessen, C M I M (2013) Halliday's introduction to functional grammar Routledge
Halliday, M A K., & Matthiessen, C M I M (2014) Halliday's introduction to functional grammar Routledge
Hassan, H (2014) The representation of Malaysian cultures in tourism brochures
Procedia-Social and Behavioral Sciences, 118, 140-151
Hassan, H., Habil, H., & Nasir, Z M (2008) Persuasive strategies of tourism discourse
In H Habil, & H Hassan (Eds.), New Perspectives in Language and Communication Research (pp 1-19) Johor: UTM Press
Hoang, T N L (2018) Transitivity analysis of Donald Trump’s language use in the
2016 American Presidential election debates 2018 International Conference proceedings Graduate Research Symposium proceedings “Linguistics – Foreign Language Education Interdisciplinary fields Hanoi: Đại học Quốc gia Hà Nội
Hoang, V V (2006) Introducing Discourse Analysis Hanoi: NXBGD
Hu, Z., & Jiang, W (2002) Linguistics: An advanced course book Beijing: Peking
Jafari, S M., & Mahadi, T S T (2014) The language of advertisement and its features and characteristics: Investigating the issue from a deeper view International Journal of English and Literature, 4(6), 9-14
Jan, L W (1991) Write ways: Modeling writing forms Melbourne, Australia: Oxford
Jewitt, C (2009b), 'Different Approaches to Multimodality', in C Jewitt (ed), Handbook of Multimodal Analysis London and New York: Routledge, pp 28-39
Kazemian, B., Behnam, B., & Ghafoori, N (2013) Ideational grammatical metaphor in scientific texts: A Hallidayan perspective International journal of Linguistics, 5(4), 146-168
Knox, J S (2009) Multimodal discourse on online newspaper home pages: A social- semiotic perspective Sydney: University of Sydney
Kress, G (2010) Multimodality: A social semiotic approach to contemporary communication Oxon: Routledge
Kress, G., & van Leeuwen, T (2001) Multimodal Discourse: The modes and media of contemporary communication London: Arnold
Kress, G., and van Leeuwen, T (1996) Reading Images: The Grammar of Visual
Design (1 ed) London: Routledge (2nd edition 2006)
Kress, G., and van Leeuwen, T (2006) Reading Images: The Grammar of Visual
Design (2nd ed) London: Routledge
Luo, J., & Huang, T (2015) Genre-based analysis of American tourism brochure Open
Martin, J R., & White, P R R (2005) The Language of Evaluation – Appraisal in
English Hampshire & New York: Palgrave Macmillan
Martin, J R., Matthiessen, C., & Painter, C (1997) Working with functional grammar
Middleton, V T C (1998) Marketing in Travel & Tourism Oxford: Heineman
Moeran, B (1983) The language of Japanese tourism Annals of Tourism Research,
Newsom, D., & Carrell, B (2001) Public Relations Writing – Form and Style (6th
Nguyen, M H (2019) A multimodal discourse analysis of women’s representation in
Vogue magazine cover from 1990 to 2000 and from 2010 to 2018 (Bachelor of
Nguyen, Q T (2014) Transitivity and its realization in the short story “The
Nightingale and the Rose” by Oscar Wilde from Systemic Functional Grammar perspective (Master of Art, University of Languages and International Studies,
2014) Retrieved from http://repository.vnu.edu.vn/handle/VNU_123/41221 Nguyen, T H (2012) Transitivity Analysis of Heroic Mother by Hoa Pham
International Journal of English Linguistics, 2(4), 85-100
Nordquist, R (2019) Overview of Systemic Functional Linguistics ThoughtCo
Retrieved from https://www.thoughtco.com/systemic-functional-linguistics-
O’Halloran, K L (Ed.) (2004) Multimodal discourse analysis: Systemic-functional perspectives Bloomsbury Publishing
O’Halloran, K L (in press 2011) Multimodal Discourse Analysis In K Hyland and B
Paltridge (eds) Companion to Discourse London and New York: Continuum O’Toole, M (1994) The Language of Displayed Art London: Leicester University
O’Toole, M (2011 [1994]) The language of Displayed Art (2nd ed.) London:
Osman, H (2008) Re-branding academic institutions with corporate advertising: a genre perspective Discourse & Communication, 2(1), 57-77 ệztỹrk, B., & Şafak, Z (2014) Genre analysis of a Turkish tourism brochure In A
Akbarov (Eds), Linguistics, culture and identity in foreign language education, (pp 351-363) International Burch University
Plemenitas, K (2004) Some aspects of the systemic functional model in text analysis
ELOPE: English Language Overseas Perspectives and Enquiries, 1(1-2), 23-36
Quinn, T P (1982) Creating A Travel Brochure That Sells Cooperative Extension
Rubin, H J., & Rubin, I S (2005) Qualitative Interviewing (2nd edition), The Art of
Hearing Data, 88 DOI, http,//dx.doi.org/10.4135/9781452226651
Scollon, R., Bhatia, V., Lee, D and Yung, V (1999) Blurred Genres and Fuzzy
Identities in Hong Kong Public Discourse: Foundational Ethnographic Issues in the Study of Reading Applied Linguistics, 20(1), 22–43
Song, Z (2013) Transitivity Analysis of A Rose for Emily Theory & Practice in
Suparto, A D (2018) Transitivity Analysis on Framing in the Online News Articles
Ranah: Jurnal Kajian Bahasa, 7(1), 16-32 Doi: https://doi.org/10.26499/rnh.v7i1.586
Tashakkori, A., Teddlie, C., & Teddlie, C B (1998) Mixed methodology: Combining qualitative and quantitative approaches (Vol 46) Sage
Thompson, G (1996) Introducing Functional Grammar New York, NY: St Martin’s
Thủ tướng chính phủ (2011) Quyết định phê duyệt “Chiến lược phát triển du lịch Việt
Nam đến năm 2020, tầm nhìn đến năm 2030” Hà Nội: Cổng thông tin điện tử chính phủ
In the paper titled "Good Morning Hanoi!", Tran (2018) conducts a multimodal analysis of travel blog posts authored by British travelers This study was presented at the 2018 International Conference on Linguistics and Foreign Language Education, highlighting the interdisciplinary nature of the research The findings offer insights into how British travelers express their experiences in Hanoi through various modes of communication, enriching our understanding of travel narratives in a global context.
Urry, J (2002) The tourist gaze: Leisure and travel in contemporary societies London:
Van Leeuwen, T (1999) Speech, music, sound Macmillan International Higher
Vietnam Online (2016) Hanoi Travel Guide [Brochure] Vietnam: Vietnam Online Wicks, B E., & Schuett, M A (1991) Examining the role of tourism promotion through the use of brochures Tourism Management, 12(4), 301-312
Wood, L A., & Kroger, R O (2000) Doing discourse analysis: Methods for studying action in talk and text SAGE Publications, Incorporated
Yaghoobi, M (2009) A critical discourse analysis of the selected Iranian and American printed media on the representations of Hizbullah-Israel war Journal of Intercultural Communication, 21(6)
Figure 30 Sightseeing section (Tran Quoc Pagoda and Saint Joseph Cathedral)
Figure 31 Sightseeing section (Hanoi Opera House and Long Bien Bridge)
Figure 32 Sightseeing section (Water Puppet Theatre and Hanoi Old Quarter)
Figure 34 Foods (Xôi xéo, Bánh cuốn, Phở (Noddle soup), Bún thang)
Figure 35 Foods (Cha ca La Vong)
Amidst the scenic wooded boulevards and the city's twenty-four lakes, architectural remnants tell the story of those who have shaped this remarkable valley, from the early Chinese settlers of the last millennium to the French who were expelled in the modern era.
The journey from Noi Bai Airport to the city takes about an hour, revealing striking scenes of contemporary Vietnamese life, from farmers in fields to bustling highways that suddenly turn into uneven roads The drive is particularly enchanting at dusk, as the roads come alive with bicycles and the landscape is bathed in rich colors reminiscent of modern Vietnamese art The setting sun appears vast as it sinks behind the horizon's cornfields, leading into a labyrinth of narrow, wooded lanes filled with artisans, shops, and elegant villas, alongside cyclists and motorbikes Amidst this charm, modern buildings emerge unexpectedly, creating a surreal contrast that captivates and enchants all who witness it.
Amidst the scenic wooded boulevards and numerous lakes of the city, you'll discover architectural remnants that reflect the diverse cultures that have shaped this great valley, from the early Chinese settlers of the last millennium to the French who were displaced in the modern era.
Amidst the scenic wooded boulevards and the city's numerous lakes, one can discover architectural remnants that reflect the diverse history of the valley, showcasing influences from the early Chinese settlers to the French who were later displaced in the modern era.
Location (Spatial) Senser Mental Phenomenon
The journey from Noi Bai Airport to the city takes approximately one hour, showcasing striking scenes of contemporary Vietnamese life, including farmers working in their fields, expansive rivers, and modern highways that suddenly transition into uneven roads.
The trip into the city from
Airport takes about an hour and offers some poignant glimpses of modern Vietnamese life: farmers tending their fields, great rivers, modern highways that abruptly become bumpy roads
Participant Process 1 Participant Process 2 Participant
The drive at dusk is truly stunning, as the roads become alive with bicycles, and the scenery is bathed in deep hues reminiscent of the modern art found in Hanoi's galleries.
The drive is especially breathtaking at dusk
Participant Process Circumstance Participant Circumstance
(Temporal) when the roads fill with bicycles,
Attribute and everything takes on the same deep colors as the modern paintings you see in Hanoi's galleries
Participant Process Participant Circumstance Circumstance
(I.1.4) Somehow the setting sun seems enormous here as it dips into the cornfields on the horizon
Somehow the setting sun seems enormous here
Circumstance Participant Process Participant Circumstance
(Spatial) as it dips into the cornfields on the horizon
(I.1.5) On the edge of the city the road dissolves into a maze of winding, narrow, wooded lanes
On the edge of the city the road dissolves into a maze of winding, narrow, wooded lanes
Location (Spatial) Actor Material Factitive
(I.1.6) You are surrounded by roadside artisans, shops and taverns, then by graceful villas and commuters on bicycles, cyclos and motorbikes
You are surrounded by roadside artisans, shops and taverns, then by graceful villas and commuters on bicycles, cyclos and motorbikes Participant Process Participant
Modern buildings often emerge unexpectedly, standing in stark contrast to their surroundings, making it seem as though they have been inexplicably dropped from the sky.
Modern buildings appear from nowhere, looking so out of place
Participant Process 1 Participant Process 2 Participant
Attribute that you have to wonder
Senser Mental if they were dropped from the sky and just left where they came to rest
(I.1.8) While you tell yourself that nothing as preposterous as Hanoi can be so beautiful, you cannot help but be dazzled
While you tell yourself that nothing as preposterous as Hanoi can be so beautiful, you cannot help but be dazzled
Hanoi offers easy access to meter taxis and hired cars, making transportation convenient for visitors For those planning a longer stay, renting a bicycle or motorbike is a great option The north end of Hoan Kiem Lake serves as Hanoi's "ground zero," where you'll find a concentration of economical hotels, tourist shops, and cafés This area, the oldest part of the city, is also the most vibrant and intriguing, featuring winding, intimate streets that provide shade during the day At night, the illuminated storefronts create an animated atmosphere, enhancing the city's charm.
Depending on which guidebook you read, this district of Hanoi is variously called the
The Old Quarter, also known as the Ancient Quarter or 36 Streets, is located between Hoan Kiem Lake and the ancient Citadel, bordered by the Red River's protective levies Each of the 36 streets is named after a specific commodity that was historically sold there, such as medicine, jewelry, fans, copper, horsehair, chicken, and even coffins This unique naming convention often leads to longer street names changing unexpectedly after just a few blocks As you wander through the quarter, you will discover vibrant blocks filled with tinsmiths, tailors, paper goods merchants, and lacquerware makers, showcasing the area's rich cultural heritage.
In the Ancient Quarter, the cyclo is a popular transportation option for those who prefer not to explore the "36 Streets" on foot Typically operated by drivers in distinctive pea-green pith helmets, these cycles offer a unique experience It's advisable to negotiate the fare beforehand, usually around a dollar or less for a one-way trip Many drivers also provide hourly rates and can guide you to essential cultural and historical attractions.
(I.2.1) Meter taxis and hired cars are easy to find in Hanoi
Meter taxis and hired cars are easy to find in Hanoi
(I.2.2) If you plan an extended visit you might consider renting a bicycle or motorbike
If you plan an extended visit
Actor Material Goal you might consider renting a bicycle or motorbike
(I.2.3) The north end of Hoan Kiem Lake is Hanoi's "ground zero”
The north end of Hoan Kiem
Lake is Hanoi's "ground zero”
(I.2.4) Practically all the city’s economical hotels, tourist shops, and cafés catering to visitors are located here
Practically all the city’s economical hotels, tourist shops, and cafés catering to visitors are located here
(I.2.5) Not only is it the oldest part of the city, it is the busiest and most interesting
Not only is it the oldest part of the city,
Relational (Attributive) Carrier Attribute it is the busiest and most interesting
(I.2.6) Every street is winding, intimate, and shady
Every street is winding, intimate, and shady
(I.2.7) At night the lights of storefronts keep the streets lit and animated
At night the lights of storefronts keep the streets lit and animated
Location (Temporal) Actor Material Goal
(I.2.8) Depending on which guidebook you read, this district of Hanoi is variously called the "Old Quarter," the "Ancient Quarter," and "36 streets”
Depending on which guidebook you read, this district of Hanoi is variously called the "Old
"Ancient Quarter," and "36 streets” Circumstance Participant Process Circumstance Process Participant
(I.2.9) It is wedged between the northern shore of Hoan Kiem Lake, the walls of the ancient Citadel, and the levies that protect the city from the Red River
It is wedged between the northern shore of Hoan Kiem Lake, the walls of the ancient Citadel, and the levies that protect the city from the Red River
(I.2.10) The 36 little streets in the quarter are each named for a commodity once sold by all the businesses on that street
The 36 little streets in the quarter are each named for a commodity once sold by all the businesses on that street
(I.2.11) Streets here are named for the medicine, jewelry, fans, copper, horsehair, chicken, and even coffins once sold on them
Streets here are named for the medicine, jewelry, fans, copper, horsehair, chicken, and even coffins once sold on them
(I.2.12) This explains why the names of some of the longer streets inexplicably change after one or two blocks
This explains why the names of some of the longer streets inexplicably change after one or two blocks
(I.2.13) As you explore, you will still happen upon entire blocks of tinsmiths, tailors, paper goods merchants, and lacquerware makers
As you explore, you will still happen upon blocks of tinsmiths, tailors, paper goods merchants, and lacquerware makers
Location (Temporal) Actor Material Goal
(I.2.14) In the Ancient Quarter the most appealing mode of transportation for those who do not care to enjoy the "36 Streets" on foot is the cyclo
Quarter the most appealing mode of transportation for those who do not is the cyclo care to enjoy the "36 Streets" on foot
(I.2.15) Often they are driven by men wearing pea-green pith helmets that make them look like soldiers
Often they are driven by men wearing pea-green pith helmets that make them look like soldiers
Extent (Temporal) Goal Material Actor
(I.2.16) Settle on the fare in advance (a dollar or less one way)
Settle on the fare in advance
(I.2.17) Most drivers will also quote you an hourly rate and will take you to all the obligatory cultural and historical spots
Most drivers will also quote you an hourly rate
Actor Material Goal Extent (Temporal) and (they) will take you to all the obligatory cultural and historical spots
Actor Material Goal Location (Spatial)
Tran Quoc Pagoda, situated on a small peninsula on the eastern side of West Lake, is recognized as Hanoi's oldest pagoda, boasting a rich history of over 1,500 years This Buddhist center features an architectural style that harmoniously blends with the serene and picturesque surroundings of West Lake, creating a tranquil atmosphere Due to its significant historical and architectural importance, Tran Quoc Pagoda draws numerous visitors from both Vietnam and abroad.
Tran Quoc Pagoda, originally named “Khai Quoc” (Opening a Country), was established during the Ly Nam De Dynasty between 544 and 548 along the banks of the Red River, in what is now Yen Phu Ward, Tay Ho District In the 15th century, during the reign of King Le Thai Tong, it was renamed “An Quoc,” meaning a peaceful country.