Motivated by a call for risk discourse research in non-Western settings, this study examines how Vietnamese road safety video advertisements are constructed and interpreted. Following a literature review of risk and gender, the study first sets out socio-semiotic multimodal analysis of video advertisements to detail how concepts of risk and gender are constructed. Afterwards, I take an ethnographic-based approach in a series of interviews with professional Vietnamese women to gain insights into these concepts. Findings of the study reveal the expected female roles as wives and mothers in Vietnamese advertising as interpreted by Vietnamese women. The study contributes to an understanding of risk in this Asian setting and opens up the potential for a critical, interpretive approach to risk discourses that are grounded in lived experiences.

出于对非西方国家进行风险话语研究的号召，这项研究探讨了越南道路安全视频广告是如何构建和解释的。在对风险和性别进行文献综述之后，该研究首先提出了视频广告的社会符号多模态分析，以详细说明如何构建风险和性别概念。之后，我在与越南职业女性的一系列访谈中采用了基于人种学的方法，以深入了解这些概念。该研究的结果揭示了越南妇女在越南广告中预期的女性角色，即妻子和母亲。这项研究有助于理解亚洲环境中的风险，并为基于实际经验的风险话语提供了一种批判性，解释性方法的潜力。