Tình bạn (Friendship)
A photo-story sheet (code SP-1378) in Vietnamese describes U.S. Navy medical specialist Josiah Lucier treating villagers' wounds and ailments in Quang Ngai province, teaching disease prevention and joking with an old man. Four photographs show him with villagers and children, and the last caption says the children crowded round when he left for another hamlet. The technique is plain folks: one named, approachable American stands for the whole U.S. presence.
Propaganda techniques used in this poster
- Date
- 1965
- Period
- Cold War
- Made by
- Joint U.S. Public Affairs Office (JUSPAO), for the U.S. and South Vietnamese effort
- Region
- North America
- Country
- United States
- Medium
- Poster
- Issuer type
- State
- Regime
- Johnson Administration
- Leader
- Lyndon B. Johnson
- Audience
- Foreign public
- Purpose
- Persuade or win support
- Themes
- War and the military, Health
- Event
- Vietnam War
- Source
- Identified Openly sourced: the speaker is who they say they are
- Source
- U.S. National Archives (NARA), RG 306, Psychological Warfare Posters, Vietnam War (NAID 561393), retrieved October 3, 2026
- Rights
- NARA Unrestricted; hosted by owner decision
Joint U.S. Public Affairs Office (JUSPAO), for the U.S. and South Vietnamese effort. National Archives and Records Administration, 306-VP-01-1378.
Text on the object
TÌNH BẠN Chuyên viên y-tế Josiah Lucier thuộc Hải Quân Hoa-Kỳ đã gây được cảm tình sâu đậm với nhân dân tỉnh Quảng-Ngãi. Dân chúng các Xã, ấp Ông trải qua đều quen thuộc với con người lúc nào cũng sẵn một ít thuốc men và nước sạch để giúp chữa trị các thương tích và bệnh lặt vặt. Ngoài việc phát thuốc chữa bệnh và băng bó thương tích, Ông Lucier còn chỉ dẫn cách ngừa bệnh và Ông lúc nào cũng tìm dịp chuyện trò thân mật với dân chúng. Ông Lucier vui đùa với một người bạn già trong Xã. Các em đều nhận thấy người bạn Mỹ "khổng lồ" này thật tử tế. ...Nên khi Lucier từ giả để đi thăm một ấp khác thì các em quyến luyến tiến đưa. SP-1378
FRIENDSHIP Medical specialist Josiah Lucier of the U.S. Navy has won deep affection among the people of Quang Ngai province. The people of the villages and hamlets he has passed through are all familiar with the man who always has a little medicine and clean water ready to help treat wounds and minor illnesses. Besides handing out medicine and bandaging wounds, Mr. Lucier also teaches how to prevent disease, and he always looks for a chance to chat warmly with the people. Mr. Lucier joking with an old friend in the village. The children all find this "giant" American friend truly kind. ...So when Lucier says goodbye to visit another hamlet, the children cling to him and see him off. SP-1378
Translation is FRAME's own literal rendering of the poster's Vietnamese text, machine-assisted and not verified by a fluent reader. Diacritics are transcribed as printed to the best of legibility at this image resolution.
