ADVERTISING AI LEARNING ON FACEBOOK: A DISCOURSE ANALYSIS OF POSTS IN VIETNAM

Abstract

This paper examines how AI learning is promoted through Facebook advertisements in Vietnam. Based on 46 public posts from course providers, it employs Critical Discourse Analysis (CDA) and Critical Technocultural Discourse Analysis (CTDA) to analyse discursive strategies, multimodal features, and ideological framings. The findings reveal that AI courses are advertised using urgency-based, benefit-oriented messages tied to digital transformation, self-optimisation, and career success. Learners are portrayed as entrepreneurial individuals responsible for adapting to technological change. The advertisements also draw on local cultural symbols, such as Tết imagery, “lì xì” (lucky money), and emojis, to increase emotional resonance and relevance. This discourse reflects neoliberal ideologies while localising global digital narratives. The article contributes to scholarship on digital education marketing in Southeast Asia and offers practical implications for designing culturally responsive and ethically aware communication in AI learning.