| Singapore, a small dense population country, gained international recognition in 2020 from the World Health Organization as a model country in the curbing COVID-19 virus and implementing COVID-19 mitigation strategies. The Singaporean government was able to shape positive perception and acceptance of the vaccination program through persuasive, informative, and credible health Public Service Advertisements (PSAs). Among the advertisement materials published on the website, infographics and posters dominated the remaining forms of advertisement materials, which involved articles, videos, and photo stories, making both advertisement formats intriguing to examine. The infographics and posters were analyzed using a multimodal discourse analysis approach as both contain textual and visual elements in the making. Previous studies have partially examined the textual modes and visual modes of infographics and posters and examined the interaction between the textual and visual modes of infographics and posters using a multimodal discourse analysis technique. However, only a few made efforts to discuss social aspects as pervasive features to recognize and appreciate the realization of social elements to the research topic, such as attitudes and beliefs, culture, socioeconomic factors, demography, skills and education, and community in the form of infographics and poster in health PSAs domain. Therefore, this study aimed to explore the persuasive discourse present in the PSAs promoting COVID-19 vaccination programs in Singapore from a multimodal discourse analysis perspective. The use of textual modes was investigated using Halliday’s (2013) Systemic Functional Linguistics (SFL), and the use of visual modes was examined using Kress and Van Leeuwen’s (2006) Grammar of Visual Design. Moreover, the interaction between the textual and visual modes were analyzed using Fei’s (2004) Integrative Multi-Semiotic Mode. Lastly, the recognitions of social factors that were elaborated using Moola and Cilliers’ (2019) social components as part of multimodal discourse perspectives. The results from the analyses of 47 infographics and 12 posters demonstrated that the use of textual modes used positive persuasive language, avoiding fear appeals as well as neglecting the use of Singlish as the colloquial language of Singaporeans. Visual modes highlight narrative patterns and demand images to convey the messages at an essential and intimate distance, using high modality in colors. Moreover, assertion functions dominated the interaction between the textual and visual modes to established meaning. Lastly, social elements in vaccination infographics and posters were recognized as additional novel findings in this study involving attitudes and beliefs, culture, demographics, and skills and educations, reflecting the social reality of the society that helped to be geared toward vaccination and its perceived effectiveness. |