The draft Law on Advertising is expected to address inequality in therepresentation of women in advertising, including inappropriate anddegrading stereotypes, says Bui Thi Phuong from Ho Chi Minh NationalAcademy of Politics and Public Administration.
"In mostadvertising, women are always restricted to doing simple work such ashousework or are shown in the fashion or cosmetics industries," Phuongsaid. "People rarely see women in the role of successful entrepreneursor dedicated scientists."
Advertisers also perpetuategender stereotypes in their depictions of children, emphasising thedifferences between boys and girls, she said, with girls often helpingtheir mothers wash dirty clothes while boys participate in sports withtheir fathers.
"These types of advertisements have aneffect on young minds," Phuong said. "They send the wrong message insociety that the male is the decision maker and does important work."
Dr Nguyen Quy Thanh of the sociology department at the University ofSocial Science and Humanities agreed, saying that women are alsobeing exploited in advertising, with the female body presented for itssexual allure.
For instance, an image of a beautiful womanbesides a beverage product and the word ‘delicious' gave mixed signals,Thanh said.
He made a recent survey of televisionadvertising, which showed that 60 percent of the ads had woman as theprimary character, and 80 percent depicted beautiful young women.
This type of ad had even been banned in some countries, Thanh said.Many television ads in India are banned after a deodorant spot wasaired earlier this year featuring a girl who couldn't help tearing offher clothes whenever a man who used the product passed by.
Nguyen Thu Ha, a Hanoi resident, said she always felt annoyed by anad for a seasoning product in which a man called his wife com (rice)and his girlfriend pho (noodles) – a vernacular for men who are tired oftheir wives.
"Women shouldn't be referred to like that,"Ha said. "It may be funny to say with your friends, but it's totallyinappropriate to broadcast it nationwide."
However, Do KimDung, vice president of the Vietnam Advertising Association andchairperson of the Vietnam Advertising Institute, said 90 percent of hiscompany's advertising orders are for products targeted femaleconsumers, so images of women doing housework or using beauty productsare unavoidable.
"What advertisers want is to attractviewers' attention and get them to buy their products," Dung said. "Theyare only afraid of losing their clients and losing their profits."
Ninh Thi Thu Huong, head of the Ministry of Culture, Sports andTourism's Advertising and Promotion Office, said the draft Law onAdvertising will require the implementation of gender equality measures.
Huong, who is also deputy head of the law's draftingcommittee, said that under the law, all ads would be closely screenedbefore being broadcast. Violators will have their ads banned and facefines of up to 200 million VND (9,600 USD).
The draft law will be submitted to the Government for consideration later this month, Huong said./.
"In mostadvertising, women are always restricted to doing simple work such ashousework or are shown in the fashion or cosmetics industries," Phuongsaid. "People rarely see women in the role of successful entrepreneursor dedicated scientists."
Advertisers also perpetuategender stereotypes in their depictions of children, emphasising thedifferences between boys and girls, she said, with girls often helpingtheir mothers wash dirty clothes while boys participate in sports withtheir fathers.
"These types of advertisements have aneffect on young minds," Phuong said. "They send the wrong message insociety that the male is the decision maker and does important work."
Dr Nguyen Quy Thanh of the sociology department at the University ofSocial Science and Humanities agreed, saying that women are alsobeing exploited in advertising, with the female body presented for itssexual allure.
For instance, an image of a beautiful womanbesides a beverage product and the word ‘delicious' gave mixed signals,Thanh said.
He made a recent survey of televisionadvertising, which showed that 60 percent of the ads had woman as theprimary character, and 80 percent depicted beautiful young women.
This type of ad had even been banned in some countries, Thanh said.Many television ads in India are banned after a deodorant spot wasaired earlier this year featuring a girl who couldn't help tearing offher clothes whenever a man who used the product passed by.
Nguyen Thu Ha, a Hanoi resident, said she always felt annoyed by anad for a seasoning product in which a man called his wife com (rice)and his girlfriend pho (noodles) – a vernacular for men who are tired oftheir wives.
"Women shouldn't be referred to like that,"Ha said. "It may be funny to say with your friends, but it's totallyinappropriate to broadcast it nationwide."
However, Do KimDung, vice president of the Vietnam Advertising Association andchairperson of the Vietnam Advertising Institute, said 90 percent of hiscompany's advertising orders are for products targeted femaleconsumers, so images of women doing housework or using beauty productsare unavoidable.
"What advertisers want is to attractviewers' attention and get them to buy their products," Dung said. "Theyare only afraid of losing their clients and losing their profits."
Ninh Thi Thu Huong, head of the Ministry of Culture, Sports andTourism's Advertising and Promotion Office, said the draft Law onAdvertising will require the implementation of gender equality measures.
Huong, who is also deputy head of the law's draftingcommittee, said that under the law, all ads would be closely screenedbefore being broadcast. Violators will have their ads banned and facefines of up to 200 million VND (9,600 USD).
The draft law will be submitted to the Government for consideration later this month, Huong said./.
