Gender stereotypes in television advertising discourse (surveying advertising programs on the VTV1, VTV3, VTV9 channels)

Abstract

In the context of the 21st century – where human rights are emphasized alongside global sustainable development goals – the issue of gender equality in all aspects, including language, has garnered significant attention from researchers. Media, with its role in delivering information and shaping public opinion, can create a strong ripple effect and enhance societal awareness about gender issues if effectively utilized. While numerous studies have addressed gender issues in the media from various perspectives, the linguistic channel has received relatively limited focus. This article, through practical data, aims to clarify manifestations of gendered prejudice in television advertising and propose measures to promote gender equality – a highly relevant and pressing issue today.