Sex-role stereotyping in Vietnamese television commercials.

Abstract

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.