102 Arts Propaganda Old and New From the streets of far flung villages to the tourist shops of downtown Saigon, propaganda art remains a part of daily life in Vietnam. The Word takes a look at this unique art form. rico gonzales

When it comes to struggle.” Dominic is an avid col- village and displayed in public. Same Same but Different Vietnamese propaganda, the lector of Vietnamese propaganda, Locals would crowd round to Why has government propa- message is the medium – and the owner of Dogma, a company read the latest news. ganda progressed so little in it’s a fairly blunt instrument. which sells reproductions, and Contemporary propaganda almost half a century? One pos- Its dominant blocks of primary publisher of Morale from the is still used in this way; only the sible explanation lies in the War colours, thick lines and sharp Ministry, a book on Vietnamese message has changed. Where itself, and the havoc it wreaked angles illustrate big ideas: power, propaganda art. “Some propa- once citizens were exhorted on the country. When a coun- strength, unity. During wartime ganda was event-driven (an- to ‘Economise to win the fight try’s citizens are first fighting in the 1960s and 70s, this kind nouncing the success of a military against America!’, ‘Break the a war, then recovering from it, of propaganda made perfect sortie), some campaign-driven chains and stand up proud’ and then struggling to survive in an sense. It was easy to understand, (conserve rice!), and some were ‘Protect the trail for the sake entirely new way of life, advances unequivocally patriotic and motivational, listing things like of the front line’, now they are in design and art take a backseat carefully calculated to appeal to the ‘three duties of women’.” advised to wear helmets, quit to ensuring that there’s food on national pride. But it didn’t end smoking and avoid used needles. the table each day. Another is there. Today, this style of art has A Means to an End The designs themselves are often that these messages, from battle reached a somewhat ignominious One of the primary functions of cute, featuring smiling kids and updates to the helmet law, are place, reduced to reminding citi- propaganda is communication. animals, or as in one promi- propagated nationwide. Rural zens not to urinate in public, yet Whether they be ‘grow more nent poster to promote family dwellers aren’t as sophisticated executed in ways almost identical oranges for export’ or ‘the 3000th planning, an animated condom as urbanites in ‘reading’ texts, to that of half a century ago. American airplane has been shot grinning as it struts down the irony has not yet become a part of “Vietnamese propaganda down’, the statements are not en- street. But in appearance – the advertising discourse, and so the reached its peak during the tirely political, but more a means reds, yellows and blues of the form must remain simple if the American War,” says Dominic of passing along news. During Viet Cong flag, the simple vector message is to be understood. Scriven, “as a response to the the American War, posters and illustrations - the posters have not Faced with the proliferation forces of the anti-Communist paintings would be brought to a changed since the War. of visual messages inherent to

The Word | May 2008 Arts 103 post no bills Images from a current advertising campaign (below) encouraging Book Reviews By Susan Schiro the use of helmets, a far cry from more traditonal government- sponsored propaganda (left). provided by ogilvy & mather

The Memory Keeper’s Daughter Through countless set- Kim Edwards backs in obtaining funding (Penguin, VND144,000) and support for his mission, It is 1964 and Dr David Henry we are swept along on his has just delivered his own journey, and meet the many twins. Whilst the first one amazing people that have be- is healthy, he recognises in come part of his story. Since the second the features of then, Mortenson and his Down’s syndrome. Telling team have built more than 50 himself that it is in everyone’s schools across rural best interest, he tells his wife and , promot- Norah that the baby died and ing peace ‘…one school at a asks his nurse to take the time’. child far away to an institu- tion. The nurse, Caroline Gill, Confessions of a Shopaholic is unable to do so and instead Sophie Kinsella moves away to another town (Bantam Dell, VND112,000) and rears the child as her If you are looking for a quick, own. fun, light read, then look no Over a span of 25 years, we further than Confessions of a see how this deception and Shopaholic, currently being his consequent guilt shape made into a major Hollywood David and Norah’s lives and movie. family, driving a deep wedge Becky Bloomwood is a between them. Caroline’s life, 25-year old recent graduate on the other hand, although who has somehow found filled with the challenges of herself working as a finan- almost any country in the 21st a sort of collectible. People are raising a child with Down’s, is cial journalist, despite being century (neon billboards, print interested.” one of love and growth. clueless when it comes to her ads on buses, glossy maga- Not in Vietnam. Not yet, at This is a moving yet cau- own finances. Whilst the bulk zines...), the traditional form of least. The reason for this may tionary tale from first-time of the book follows Becky as propaganda may not survive lie in the fact that propaganda is novelist Edwards that will she lurches from one financial much longer. “Everything today still used by the government to have you hoping for redemp- disaster to the next, preferring is brighter and better resourced,” convey information and influ- tion for these characters. as she does to stick her head says Dominic. “Propaganda has ence behaviour, although these in the sand rather than ad- to compete. Trained artists who days most of it is social lecturing dress her shopaholic tenden- used to find employment paint- (no littering, no spitting in the Greg Mortenson and David cies, in the end she stumbles ing for the government will find street, etc.). Viewed as purely Oliver Relin upon a story that ends with other jobs at advertising agencies, functional, the messages lose all (Penguin, VND180,000) her becoming a modern-day etc.” He pointed out a recent ad- artistic value. After all, who in After reading Three Cups hero. Along the way, there is vertisement (see above), created by the UK thinks of cancer warnings of Tea, don’t be surprised also the obligatory romance, Ogilvy & Mather, that employs and photos of diseased lungs on if you start chanting ‘I am but at least this is not the irony, something never used in cigarette packets as art? not worthy!’ This inspiring solitary theme as in so many traditional propaganda. So far, it is unclear what will biographical account follows other chick-lit titles. Peppered become of Vietnam’s culture of Greg Mortenson, an American with fashion speak at every Trash or Treasure? transforming politics and news mountaineer who in 1993, turn, and hilarious justifica- And as for this older propaganda, into paintings and posters. What after a failed attempt to scale tions for her expenditures, preserving and encouraging ap- is clear is that there is already in Pakistan, stumbles into this is a great addition to the preciation of it is difficult. T“ he a precedent for responding to a remote mountain village chick-lit genre. Vietnamese treat propaganda as visual images that convey a socio- where he is nursed back to Thanks to Fahasa for disposable,” says Dominic. “This political message, and whether health. Promising to repay supplying review copies. All has to be one of the only coun- the mantle passes to the advertis- their kindness by building a books are available at Xuan tries where it’s a still-used art ing conglomerates or remains a school for the village children, Thu Bookstore, 185 Dong form. In other countries propa- tool of the government - or both his amazing odyssey begins. Khoi, Q1. ganda has been seized upon as – remains to be seen.

May 2008 | The Word