DISCOURSE&

GENDER
Group
Chu Kim Chiến
Vũ Thị Mai Chinh
Nguyễn Thúy Hiền
Trần Thu Trang
TABLE OF CONTENTS

WARM-UP ADVERTISMENT
01 ACTIVITIES 02 ANALYSIS
Kim Chien, Thu Trang,
Mai Chinh
Thuy Hien

MARKETING REVIEW
03 EFFECTS 04 QUESTIONS
Thuy Hien Mai Chinh
A B
01
C D
WARM-UP
ACTIVITIES
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“Happiness comes from the daily sharing”

Strongly advocates gender equality

 02
ADVERTISEMENT
ANALYSIS
“ĐÀN ÔNG SỢ VỢ HAY ĐÀN ÔNG
THƯƠNG VỢ”
“Đàn ông sợ vợ”
• Afraid of his wife
• Obey everything his wife says
• Doesn’t dare to argue with his wife
• Has no say in making big decisions
“Đàn ông thương vợ”
• Pampers and yields to his wife
• Cares about, listens to and tries to make her
happy
• Share the housework with his wife
Men are considered as the breadwinner or the
householder in the family 
→ They need to be strong to carry the family
lineage.
→ Not allowed to fear their wives.
Men are physically much stronger than women 
 They can control their wives

 Domestic violence in modern life

 IN THE WAR
• Men were considered as superheroes fighting the
enemy. 
• They stand on the frontier with great ambitions to
protect civilians, protect the country.
 How could they be allowed to fear their
“small” wives?
POLYGAMOUS MEN
Men could marry many times without needing
their wives’ allowances
 The wives needed to obey their husband’s
decisions but dared not speak up.
“ĐÀN ÔNG NỮ TÍNH HAY ĐÀN
ÔNG NAM TÍNH”
“Đàn ông nữ tính”
• Men who like to do the work that is
supposed to be women (housework,
childcare, cooking)
• More emotional and usually ignore all
the pleasures of the “normal” men.
“Đàn ông nam tính”
• Men who are both emotionally and
physically strong (beard or muscles)
• Men who are generous, courageous,
independent and assertive
Our society imposes hyper-masculine
ideologies and behaviors on men 
• Heterosexual presentation
• Risk-taking
• Emotional restraint 
• Power over women
• Dominance
• Self-reliance
• Winning.
 More men are increasingly feminized in
modern life (both heterosexual and homosexual)
 Gradually accepted
75%
SOSHOKUKEI DANSHI
(FEMININE MEN)

Source: Thanh Nien Newspaper

TU HAI
TRUYEN KIEU
(NGUYEN DU)
“Râu hùm hàm én mày ngài
Vai năm thước rộng thân mười thước cao”
 Tu Hai was extremely masculine
characterized by his appearance (beard,
jaw, eyebrows, shoulders and body)
TU HAI
TRUYEN KIEU
(NGUYEN DU)
“Quyết lời dứt áo ra đi
Gió mây bằng đã đến kì dặm khơi”
 Tu Hai left without hesitation
 A completely assertive person.
IN THE WAR
Men soldiers carried guns to be
indomitable, fearless, and resilient
against foreign invaders 
 the praised symbol in poetry, 
 the traditional masculine norm.
• The man is helping his wife in doing the housework
• The wife has just given birth  need to be recovered and takes care of
the baby
 the man is a generous and mature husband  a masculine man
“ĐÀN ÔNG CHI LI HAY ĐÀN
ÔNG CHU ĐÁO”
• “Chi li” : detailed, meticulous
• “Đàn ông chi li” : men who pay careful attention to the
details in everything even the minor issues
• “Chu đáo” : thoughtful, considerate, caring
• “Đàn ông chu đáo”: men who always think about and care
for people around
Both of these characteristics are attatched to women
• Men are supposed to be generous
and not too meticulous
• Men usually negect or not
supposed to consider small details
or trivial things
It is quite popular that men share housework with their wives especially among
young couples
“ĐÀN ÔNG BÓNG BẨY HAY
ĐÀN ÔNG TINH TẾ”
• “Bóng bẩy” : glossy, flashy in appearance
• “Đàn ông bóng bẩy” : men who like to dress up nicely and
enjoy looking flashy
• “Tinh tế” : subtle, sophisticated, delicate
• “Đàn ông tinh tế” : men who understand others’ needs and
feelings, who notice the details and behave elegantly.
Conventionally, women tend to care more
about their appearances rather than men
It’s normal to see a woman with makeup and nice dresses on but apparently, not
the same for men. Men just dress up on special occasions, when they do too
much or too often, they are thought to be glossy and feminine. Worse, they are
judged and offended by other people.
Women are more delicate from past to present.
Children are more likely to turn to their mothers for advices when they get into
troubles
Men do heavier jobs that require musculation (lifting, buliding…)
 Make them less sophisticated in sorting out issues
• The man is ironing a dress  a glossy person who cares so much for the
appearance.
• He hands the dress to his daughter  a delicate man who knows his daughter’s
needs and appreciate her happiness.
“ĐÀN ÔNG TÍNH ĐÀN BÀ HAY
ĐÀN ÔNG BIẾT SẺ CHIA?”
• “Tính đàn bà”
Negative personality traits that are opposite to personalities that
are expected to see in a man
• “biết sẻ chia”
Understands and sympathizes with the struggles and
responsibilities of others, actively shares those responsibilities.
• Generous, open-minded, and • Modest, tender, and glossy
courageous • The caretakers of both the
• The provider for the family home and the family
• Today's society the division of roles is starting to blur
• Families will be happier if men can share the housework with
their wives
 03
MARKETING
EFFECTS
A Panasonic’s advertisement
BlueStones

2015: gender roles in the family are changing.

2017 - now: Sharing is a vital factor behind a

successful marriage
15.637.305
Views on Youtube
 04
REVIEW
QUESTIONS
01 What is NOT an example of  “sợ vợ” mentioned in our presentation?

A. Have no say in making big decisions in family

B. Not dare to argue with his wife in any circumstances

C. Share the housework with his wife everyday

D. Obey everything his wife says

02 What image is conventionally considered NOT
masculine?
A. The men soldiers carrying guns A B

B. The men having an extremely stable mind, C D

courage and durability

C. The men having emotional restraint 
D. The men cooking in the kitchen
03 What  personality is NOT one that men are
supposed to have?
A. Meticulous
B. Thoughtful
C. Subtle
D. Masculine
04 What is the description of “đàn ông tinh tế” in our
presentation?
A. Men who understand others’ needs and feelings and
notice the details and behave elegantly. 
B. Men who demand others’ needs and can control
others’ feelings and behave elegantly. 
C. Men who understand others’ needs and feelings and
do not notice the details much. 
D. Men who understand others’ needs and feelings, do
not notice the details much and behave elegantly.
05 What does “tính đàn bà” means? Do you think it
expresses gender discrimination? If it does, does it
affect the advertiser’s purpose?
06 Which method and which language does the
advertiser use to emphasize men’s personalities?
THANK
YOU