Dòng Nội dung
1
Hình ảnh người phụ nữ Việt Nam trong quảng cáo thương mại = The portrayal of women in Vietnamese magazine advertisements / Đỗ Thị Phương Mai. // Tạp chí khoa học ngoại ngữ Số 44/2015
Hà Nội : Đại học Hà Nội, 2015
tr. 77-83

A number of studies have been carried out by the developed countries on portraits of women in advertising since the 1970s; however, there have been very few studies conducted in developing countries, particularly in the case of Vietnam. Using content analysis, this research, therefore, aimed at examining female portrayals in Vietnamese magazine advertisements through the analysis of 73 magazine ads in 2014. The results of the study show that Vietnamese women are still depicted in their traditional roles. This suggests advertisers, practitioners and marketing managers make some changes in their advertising strategies in order to take the greatest advantage of their ads.