Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/1644
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dc.contributor.authorNguyen, Kien Trung.en_US
dc.date.accessioned2008-09-10T08:34:59Z-
dc.date.available2008-09-10T08:34:59Z-
dc.date.copyright2000en_US
dc.date.issued2000-
dc.identifier.urihttp://hdl.handle.net/10356/1644-
dc.description.abstractConsidering 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.en_US
dc.rightsNanyang Technological Universityen_US
dc.subjectDRNTU::Social sciences::Sociology::Family, marriage and women-
dc.subjectDRNTU::Social sciences::Communication::Visual communication-
dc.titleSex-role stereotyping in Vietnamese television commercials.en_US
dc.typeThesisen_US
dc.contributor.supervisorLee, Wai Pengen_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degree​Master of Mass Communicationen_US
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