Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis

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Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis

Mã số: NI4.04Chủ nhiệm đề tài: Nguyễn Thị Thu HàHà Nội 2015ĐẠI HỌC QƯÓC GIA HÀ NỘI TRƯỜNG ĐẠI HỌC NGOẠI NGƯDÈ TÀI NGHIÊN cưu KHOA HỌC CẤP TRƯỜNG Mã số

Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysisố: N. 14.04HÌNH ẢNH NAM GIỚI VÀ NƯ GIÓITRONG QUẢNG C ÁO TRÊN TRUYẺN HÌNH VIẸT NAM Tư GÓC DỌ PHÂN TỈCTT DĨÈN NGÔN PTTÊ PĨTẢN ĐA PHU ONG TIỆN(Men and wo

men’s representations in TV advertisements in Vietnam: a multimodal critical discourse analysis)Người thực hiện: I S. Nguyền Thị Thu Ilà Bộ môn: Ngôn Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis

ngữ học AnhKhoa: Ngôn ngữ và \'ăn hóa CNN tiếng AnhHÀ NỘI, 7/2015AbstractThis study investigates men and women's representations in TV advertisements

Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis

in Vietnam from a multimodal critical discourse analysis perspective. The data comprise of almost one hundred TV advertisements aired on principle TV

Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis is incorporated for a multimodal discourse analysis of the advertisements. The main findings of the research include gender roles differentiation and

gender stereotypes which continue to disadvantage women and perpetuate gender inequality. Embedding the findings into the sociopolitical context, the Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis

study argues that such representations reinforce traditional biased assumptions about men and women despite a number of political efforts in terms of

Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis

national policies to advance gender equality in Vietnam.Tóm tatDây là nội nghiên cửu phàn lích diễn ngón phe phân đa phương Ún dược thực hiện trên dừ

Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysisiệu hình anh cua Kress and van Leeuwen (1996). Nghiên cứu đà chi ra rang, thông qua việc lựa chọn sữ dụng ngôn ngừ và hình ảnh cỏ tinh chất định kiến.

nhùng quang cáo trong dừ liệu hàm chứa các tư tường giới góp phàn truyền bá bat bình dang giói, di ngược lại nhùng nồ lực về mặt phát luật cùa xà hội Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis

nham thiết lập vả duy tri SỊT bình dang về giới. Nghiên cứu cũng chi ra các đicn tín tim thay trong các quang cáo và nhận định rằng các đicn tín này

Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis

gây áp lực cho cả nam giới và nữ giới.IITABLE OF CONTENTSAbstractỈTóm tatiiChapter 1: Introduction11.1.Rationale......................................

Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis................ 21.4.Main findings of the research...................................... 31.5.Structure of the report................................

............ 3Chapter 2: Literature review and contextual background of the study 52.1.Literature review.............................................. Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis

. 52.2.Contextual background of the study..............................2.3.(lenderequality................................................. IlChapter

Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysis

3: Theoretical background and methodology153.1.CD A as a theoretical approach.................................... 153.2.Main tenets of CDA............

Research projects at school level: Men and women’s representations in TV advertisements in Vietnam - A multimodal critical discourse analysisamnicir......................... 25