Abstract

In recent years, the study of discourse theory and the application of discourse analysis theory to the study of specific discourses have attracted considerable attention from linguists. The study of communicative role relationships in Vietnamese agricultural product advertising discourse is considered a little-exploited field of applied research. This is a potential area that needs to be explored, not only for its academic value but also for its practical significance. The article examines three types of communicative role relationships including: (1) the relationship between the creator and the recipient, (2) the relationship among the recipients, and (3) the relationship between the creator and the message content. Each type of relationship reflects a different aspect of the communicative structure of the discourse, thereby influencing the choice of language, tone, and interaction strategy. The attitude of agricultural product advertisers towards their products is a combination of pride, respect, and absolute trust. The role relationship contributes to the tenor of Vietnamese agricultural product advertisement discourse.