Sex-role stereotyping in Vietnamese television commercials.
Considering advertising as a cultural artifact, this study looks at the extent of sex-role stereotyping in television advertisements in Vietnam. A sample of one constructed week of advertisements shown on the three main television channels in Ho Chi Minh City was analyzed. The study revealed that al...
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| Other Authors: | |
| Format: | Thesis |
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2008
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| Online Access: | http://hdl.handle.net/10356/1644 |
| _version_ | 1824454092365234176 |
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| author | Nguyen, Kien Trung. |
| author2 | Lee, Wai Peng |
| author_facet | Lee, Wai Peng Nguyen, Kien Trung. |
| author_sort | Nguyen, Kien Trung. |
| collection | NTU |
| description | Considering advertising as a cultural artifact, this study looks at the extent of sex-role stereotyping in television advertisements in Vietnam. A sample of one constructed week of advertisements shown on the three main television channels in Ho Chi Minh City was analyzed. The study revealed that although women were portrayed in diverse roles in Vietnam, the traditional sex role stereotyping was still present in many areas. Results showed that advertising in Vietnam portrayed more men than women in occupational roles. Men were more likely to be depicted in occupational settings while women were more likely to be shown in the home. Sex role portrayals were also found in the product categories advertised. This stereotyped portrayal can be attributed to the underlined traditional ideology that has shaped Vietnamese society. |
| first_indexed | 2025-02-19T03:16:49Z |
| format | Thesis |
| id | ntu-10356/1644 |
| institution | Nanyang Technological University |
| last_indexed | 2025-02-19T03:16:49Z |
| publishDate | 2008 |
| record_format | dspace |
| spelling | ntu-10356/16442019-12-10T14:11:52Z Sex-role stereotyping in Vietnamese television commercials. Nguyen, Kien Trung. Lee, Wai Peng Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Sociology::Family, marriage and women DRNTU::Social sciences::Communication::Visual communication Considering advertising as a cultural artifact, this study looks at the extent of sex-role stereotyping in television advertisements in Vietnam. A sample of one constructed week of advertisements shown on the three main television channels in Ho Chi Minh City was analyzed. The study revealed that although women were portrayed in diverse roles in Vietnam, the traditional sex role stereotyping was still present in many areas. Results showed that advertising in Vietnam portrayed more men than women in occupational roles. Men were more likely to be depicted in occupational settings while women were more likely to be shown in the home. Sex role portrayals were also found in the product categories advertised. This stereotyped portrayal can be attributed to the underlined traditional ideology that has shaped Vietnamese society. Master of Mass Communication 2008-09-10T08:34:59Z 2008-09-10T08:34:59Z 2000 2000 Thesis http://hdl.handle.net/10356/1644 Nanyang Technological University application/pdf |
| spellingShingle | DRNTU::Social sciences::Sociology::Family, marriage and women DRNTU::Social sciences::Communication::Visual communication Nguyen, Kien Trung. Sex-role stereotyping in Vietnamese television commercials. |
| title | Sex-role stereotyping in Vietnamese television commercials. |
| title_full | Sex-role stereotyping in Vietnamese television commercials. |
| title_fullStr | Sex-role stereotyping in Vietnamese television commercials. |
| title_full_unstemmed | Sex-role stereotyping in Vietnamese television commercials. |
| title_short | Sex-role stereotyping in Vietnamese television commercials. |
| title_sort | sex role stereotyping in vietnamese television commercials |
| topic | DRNTU::Social sciences::Sociology::Family, marriage and women DRNTU::Social sciences::Communication::Visual communication |
| url | http://hdl.handle.net/10356/1644 |
| work_keys_str_mv | AT nguyenkientrung sexrolestereotypinginvietnamesetelevisioncommercials |