Disseminate Gender Stereotypes In A Typical Vietnamese Family

It’s a matter of fact that commercials play an extremely prevalent part of all economies around the world. The invention of television – a powerful visual medium marks the era of TV advertising which has been widely acknowledge as the most pervasive, effective format of advertisement. Not only primarily serve the purpose of stimulating consumption, TV commercials also convey the view of producers, societies or cultures about many aspects of life through underlying ideologies. As a result, audience’s awareness is affected indirectly, which might lead to incorrect assumptions of a part of society. Sexist advertising is a notable example of how TV commercials disseminate gender ideologies. This essay will analyze and discuss the way different

The commercial sets in a typical Vietnamese family in lunch time. The mother has already come home from work, holding a full bag of cooking ingredients. Responding to her child and husband’s complaint of their hungriness, she immediately changes into her home clothes and starts to cook. With the help of the Aji-Quick breadcrumb, the meal is instantly prepared and satisfies both her child and husband, which can be seen from the surprise of the husband about the preparing time or the son’s compliment how delicious the meal is. Apparently, the magical effectiveness of the mentioned product is successfully conveyed to the audience by the commercial. However, I cannot help wondering about gender stereotypes about women role in family which is vividly manifested in this

This ideology is partially rooted in the definition of women in Bible as male owned objects (Vexen, 2007). In commercial industry, women are considered as an objects or reward to man’s good choice of products. The major purpose of male consumption of cosmetics is to win the beauty and women’s recognition is a great “guarantee of its quality” (Malgorzata Wolska, 2011), which is perfectly manifested in the story of an average man seduces every women by his smell from AXE body spray. This underlying ideology can encourage men to dominate women and take women as their possession. Moreover, it can be seen that the man in this is commercial is a dynamic person immersing himself in the excursion. His exploration to various destinations presents the stereotype about men: they are the adventurer whose images are always in association with outside activities. Compared to the image of the woman in Aji-Quick advertising, it reinforces more the gender ideology that “imprisons” woman at home but frees men to the outside