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An American Vietnamese Cross Cultural Study on Gender Role Reflection in Magazine Advertisements.

An American Vietnamese Cross Cultural Study on Gender Role Reflection in Magazine Advertisements.

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Published by Nương Đoàn

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Published by: Nương Đoàn on Aug 20, 2011
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06/24/2012

In the following page firstly is the table displaying the products

(ranked in descending order) in which advertisements female models tend

to appear at a higher percentage than their male counterparts. Evidently,

though at different rate, the products which advertisements feature more

females than males in both cultures are very similar. The second table

ranking the products which use more male models in their advertisements

also sees such resemblance, except for cigarettes as advertisements for

this product are banned in Vietnam. Another similarity, understandably,

58

is the relatively equal rate of females’ and males’ appearance in

advertisements for vehicles and sport equipments and services.

Rank

United States

Vietnam

1

Educational products & services
100%

Educational products & services

100%

2

Beauty products & services

90%

Beauty products & services

92%

3

Clothing & accessories

88%

Clothing & accessories

79%

4

Food

85%

Food

73%

5

Non-alcoholic drinks

76%

Medical products & services

76%

Household facilities

72%

6

Household facilities

60%

Non-alcoholic drinks

68%

7

Media & Entertainment

56%

Medical products & services

66%

8

Media & Entertainment

65%

Table 5: Ranking of products which advertisements feature more females

than males

Rank

United States

Vietnam

1

Financial services

58%

Alcoholic drinks

67%

2

Alcoholic drinks

57%

Cigarettes

57%

Financial services

56%

Table 6: Ranking of products which advertisements feature more males

than females

59

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