Hình ảnh người phụ nữ trong quảng cáo

N g i i i e n cdtu Gia d i n h va Gioi So - 1 Hinh anh nguofi phu nir quang cao Tran Thj Anh Thir Khoa Xa hoi hoc, Dai hpc Khoa hoc Xa hoi va Nhan van Thanh Ho Chi Minh Tom t a t : Dua vao hinh anh phu nU dUdc the hien cac khuon hinh quang cao phat song tren truyen hinh, bang phUOng phap thong ke va phan tich noi dung cac muc quang cao dUdc phat song chUdng trinh "Phim Viet gid vang", tac gia bai Viet mucn chiing minh rang dinh kien gidi van bien xa hoi Viet Nam Dii la nhiJng thUdc phim quang cao phiin anh ve ngUdi phu nii hien dai, nhUng hinh anh ciia phu nuf van khong thoat khoi khuon kho vai tro truyen tho'ng, gan lien vdi gian bep va cac hoat dgng cham soc gia dinh Trong do, nam gidi van v6i hinh anh la nhiing ngu'di t h a n h dat trdng xa hdi, sang tad nhiing gia tri vat chat co gia tri, nhiSng chUa san sang de chia se nhiing ganh nang cong viec nha vdi nii gidi Tii khoa: Phu nii quang cao; Gidi va truyen thong Dat vain de Xda bd khoang each gidi va dinh kien gidi, mang hii su binh dang mdi quan he ciia nam gidi va nu gidi mgi khfa citnh ciia ddi sdng xa hdi va sir phat trien ben vQ'ng la muc tieu ma nhung ngudi hien dai ciia nhiing nam cudi theky XX va nhung nam dau the ky XXI da dat Trong bdi ciinh dd, Viet Niim la mdt nhung qudc gia lien Tran Thi Anh Thit 15 phong tren the gidi, cd nhung cam kei manh me de thiic daiy binh dang gidi, cai thien quyen lgi va dia vi cua phu nu Hang nam, ket qua tir chi sd GDI va GEM'"- dugc xem la thdng sd ludng tinh trang phat tridn cua phu nu, tuang ddi kha quan d Viet Nam Dieu dd danh gia Viet Nam da cd nhung tien bd nhai dinh viec cai thien dia vi phu nu Tuy nhien cau hdi dat la lieu thdng sd tren cd phan anh dugc hei thuc chai ciia van dd? Lieu dia vi cua phu nu da thuc su dugc cai thien? Lieu cd phai nhung dinh kie'n gidi vdn da dugc xa hdi "nhap tam" tu the he sang the he khac da va dang dugc xda md dan? Khdng dua tren cac chi sd dugc cdng bd de danh gia, ma dtra vao hinh anh phu nu dugc thd hien cac khudn hinh quang cao phat sdng tren truyen hinh, bang phuang phap thd'ng ke va phan tfeh ndi dung cac muc quiing cao dugc phat sdng chuong trinh "Phim Viet gid vang" (kenh truydn hinh HTV7) tuiin tir 10/12 den 20/ 12 niim 2009, tac gia bai viei mud'n chirng minh rang dinh kien gidi van cdn phd bien xa hdi Viet Niim Hinh anh phu nu quang cao khdng chi the hien quan niem xa hdi vi hinh iinh phu nu thuc te ma cdn la nhan td "nudi dudng" su tdn tiii ciia nhung djnh kie'n xa hdi ve vai trd va vi the ciia phu nu xa hdi "Phim Viet gid vang" la chu'cmg trinh dugc khdi xudng each day hai nam bdi dai Truycin hinh phd Hd Chf Minh Chuyen muc phat deu dan ciic bd phim truyen Viet Niim siin xuiit luc 21g, tu thir niim de'n chu nhat hang tuan Mac du chiit lugng phim khdng ddng ddu, nhung tdng ket ctia Dai Truydn hinh phd cho thiiy hg da tiio su chu y cua khan gia ddi vdi phim truyen Viet Nam, diic biet la ddi tugng hd gia dinh, gdm ft nhiit hai the he, cha me va cai cung theo ddi phim Di ddi vdi su thiinh cdng nhai dinh dd la sir phiin irng cua cdng chung \'di hien tugng quang eao lam giiin doiin miich trinh chieu phim Trong bai viet nay, tac gia khdng cd y mudn de cap den chuyen quiing cao iinh hudng den viec xem phim nhu the nao, ma chi mud'n nhan manh mdt dieu rang khan giii theo ddi phim, thi hg ft nhi^u cQng se theo ddi hay "phai theo ddi" nhung muc quiing cao dugc phat Vay thdng diep (cdng khai va iiim an) ctia nhung thudc phim quang cao la gi? Nd phan anh quan niem xa hdi nhu the nao? Ngudn du lieu dinh lugng cua biii viei dugc thu thap qua thd'ng ke sd 16 Nghien ciiru Gia dinh va Gidi Quyen , so 3, tr 14-23 lugt quiing cao dugc phat sdng tam cd trinh chieu phim truyen Viet tren kenh HTV7 Tdng sd lugt quiing cao sudt thdi gian trinh chieu phim (trudc, va sau kei thiic phim) dugc thd'ng ke la 115 lugt, cd 58 chuyen muc quang cao xuai hien (xem phan phu luc) Sd lan quang cao mdi lan chieu phim dao ddng tCr de'n liin Phan loai noi dung theo mat hang quang cao Trong tdng so 58 muc quiing cao dugc phat thdi gian nay, da sd ndi dung quiing cao vi thuc pham (chiem ty le 39,7%) nhu siia dinh dudng, my an lien, nudc nggt, gia vi, nudc cham Ke den la cac nhu yeu phaim thiei yeu gia dinh nhu bdt giat, nudc xa viii, nirdc lau san Quiing cao vd thudc ud'ng, xe hai, son, trung tam mua sdm, ngan hang chiem ty le khdng dang ke nen dugc xep vao nhdm "khac" danh muc ndi dung quiing cao Cac loai hang gia dung dugc quang cao nhu tivi, may giat, may iinh Cac mat hang my phaim chii yeu la dau ggi va dau xa (cho nam hoac cho nu), kem, pha'n trang diem Su phan bd ndi dung quiing cao cd le xuai phat tir viec dai truydn hinh nam bat dugc ddi tugng xem chuang trinh phim phat sdng tren "Phim viet gid vang" la hd gia dinh, dac biet la cac "ba ndi trg", vay hiim lugng ndi dung danh cho nhu yeu Bieu I Phan loai noi dung theo mat hang dugc quang cao'-' 45 39.7 40 ' 35 30 • 24.1 25 20 • 15 10 I • 12- Do Jiing gia Jung My pham 10,3 Nhu yeu pham Thut pham Tran Thi Anh ThU 17 phaim, sua dinh dudng va thuc phaim cdng nghiep kha nhieu Quang cao qua hinh anh cua phu nur De nhan dien hinh anh ciia phu nu dugc the hien the nao quang cao, tac giii da tien hanh thd'ng ke, phan loai ngi dung quang cao theo bdn ndi dung, dd la quang cao qua hinh anh phu nir, quang cao qua hinh anh nam gidi, quang cao qua hinh anh ciia ngu'di khac (bao gdm tre em khdng phan biet gidi tfnh, nam nir nien, ngu'di Idn tudi ), va quang cao qua hinh anh trung lap (hoiit hinh, hoac chi cd hinh anh ciia san phaim va tieng phat vien gidi thieu san pham) Kei qua thd'ng ke dugc ghi nhan nhu sau Hinh anh ngu'di phu nu' xuiit hien kha nhieu, chiem den ban 50% tdng cac muc quang cao Trong dd, chi cd 8,6% quang cao thdng qua hinh anh ciia nam gidi (xem bieu dd 2) Su chcinh lech la dang ke cho thiiy sir khac biet kha rd net su nhin nhan ve vai trd gidi giQa nam va nu cac linh vu'c khac ciia ddi sdng xa hdi Phan tfeh su khac biet gidi theo md hinh phan cdng lao ddng theo gidi gia dinh cho thiiy vai trd tai siin xuai vim ludn gan lidn vdi hinh iinh ngu'di phu nu qua nhu'ng "vai" nhu vg, me, gai Ba diiy me, me diiy Bieu Minh iinh duoc the hien quiing ciio 60 55,2 50 40 :: '] IT* •• - -.-• • •' • 27,6 30 ••J 20 •'- • • ' • • • 10 Gi0i nfr Ciic'ti nam Nguai l;h:ic Trung lap 18 Nghien ciiru Gia dinh va Gidi Quyen , so 3, tr 14-23 gai bf quyei nii'u an ngon (quang cao bdt nem); me diiu tu suy nghi va lua chgn nhan hang sua cd kha nang cho he midn dich tdt (sCra dinh dudng cho tre em); mc lira chgn bdt giat tdt nhai de tiiy trang ao dai cho gai; ngudi vg lam chu khdng gian bep va chdng chen dia khd tay rira biing nudc rira diic dung; ngu'di vg nau an va phuc vu bua cam gia dinh Hinh cinh nam gidi cung xuat hien cac hoat dgng lao ddng tai siin xuai gia dinh nhu riia chen vdi vg (nudc rira chen), ciing vg nau an (gidi thieu bdt nem), vay, tan xuai xuai hien khdng dang ke vit deu the hien sir khdng thiinh thao, ciin su hd trg ciia vg, ngoai trir muc lau dgn nha ctra (quang cao nudc lau san nha Sunlight) Mdt dac diem chung nhung quang cao la deu the hien md hinh gia dinh (hai hoac ba the he) riit hanh phuc vdi kidu vai trd gidi truyen thd'ng "dan dng xay nha, dan ba giQ lira" Ben canh hinh anh diim dang ciia ngu'di phu nu, cac quiing cao cdn khai thac khfa ciinh nu tfnh, diu dang ciia hg Hinh cinh mdt cd gai tre cd ca tfnh nhu trai, bdng chdc trd nen thuy mi e ap ta ao dai trang sang dau tien hgc cap niem tu hao, hitnh phiic ciia ngu'di me lei mdt VI du dien hinh Hay hinh anh ngudi gai xinh dep, thudt tha ta ao dai trc4ng tinh khdi khung canh hen hd lang m;in vdi ngudi yeu Bieu Khuon mSu hinh anh phu nu dugc the hien quiing cao 45 40 35 30 25 20 15 10 40.6 •ggjH| ^ ^ ^ ^ ^^^ ^ ^ ^ ^ ^ ^ 25 21,9 %T'^ ' : ': 6.3 ^at Diim t1ai g Kh c m; nh Siuih (lieu I Dep 6.3 Nfr ti'nh Tran Thi Anh Thi^ 19 Su xinh dep, nang ddng, ggi cam cQng la hinh tugng phu nu dugc the hien cac khudn hinh quang cao cac loai my phaim diiu gdi, diiu Xii Thdng diep ciia nhQng quiing cao la phu nu hien d;ii la ngudi biet trau chudi lan da, mai tdc ciia minh, sanh dieu su dung nhung nhan hang my pham trang diem cd thuang hieu hay ddng dien ihoiii thdi triing Cd quan diem cho rang nguyen tac cua quang cao la phai tim hie'u ky van hda truyfen thd'ng cua ddi tugng khach hang hudng den neu mudn muc quang cao ay cd hieu qua Rd rang, nha san xuai chuang trinh quang cao da lam dugc dieu dd, bdi vi hg da "danh trung" vao tam ly cua ngudi Viet Nam la ludn mong mud'n xay dung va giu gin mai a'm gia dinh hiinh phuc; djnh hudng "cdng, dung, ngdn, hanh" nhu la bd'n diic tfnh hang dau ma nu gidi Ciin phiin diiu diit dugc, diic biet la nhu'ng cd gai tre Trong cac chu'o'ng muc quang cao nay, ngu'di xem sc nhiin thiiy dudng nhu nhung gia tri hay dire tfnh nhan vat dugc xem la tdi dep, la chuiin muc ay dugc truyen tai lien the he, tu the he dng ba den the he chau, va viiy, nd mang tfnh ben vung Didu dd, cQng cd nghia la khd ed su thay ddi ve quan diem gidi su phan cdng lao ddng hay each nhin nhiin ve nang lire, vi the va vai trd cua nu gidi tu gia dinh den ngoai xa hdi Phan tfeh ndi dung va giai ma thdng diep eiia muc quang cao nude giat Ariel va bdt nem Aji Ngon xuang hiim se lam rd han nhiin dinh tren Qudng cdo nicd'c giat Ariel Ndn bdi canh cua quang cao nhan hang dugc the hien mdt phdng thf nghiem hay bao che Nhan vat chfnh la mdt nhit khoa hgc nam Anh ta tu tin phet nudc sdt khd taiy len tren chiec ao trang tinh ciia minh sir bat ngd cua ngudi nu trg ly hay ddng nghiep (ngudi bung khay nudc sdt) Ngu'di nu trg ly nhac ve vice khd tiiy dugc vet biin ma \'ira tiio nhung the hien sir tin tudng vao kha nang giat tiiy ciia Ariel Thdng diep cdng khai ma miiu quang cao thd hien, dd la cdng dung "vugt trdi" cua hieu nudc giat so vdi nhQ'ng nhan hang cung loai, cd kha nang taiy trang nhung vet bain khd tiiy nhai Trong thuc te, hiiu het cac quiing cao ddu cd giing dd cao tdi da chai lugng san phiim cua ho The nhung, dieu khac miiu quang cao la khdng su dung khdng gian gia dinh, vdi hinh anh ngudi ndi trg dd khac hga ndi dung 20 Nghien ciiru Gia dinh va GI6i Quyen , so 3, tr 14-23 quang cao ma lai sir dung khdng gian phdng nghien cim Neu nhu hinh iinh ngu'di ndi trg thudng gan lidn vdi phu nu, thi hinh iinh nha khoa hgc, nha sang che, tiio siin phaim diing tin cay lai la nam gidi Didu gan vdi dinh kie'n tir lau quan diem gidi ciia Viet Nam (cung nhu nhieu nen van hda khac), tfnh chat nam tfnh la lanh dao, sang tao, ly, manh me, phieu km va lam viec "Idn"; nir tfnh la str phuc tiing, thua hanh, tinh ciim, yeu dudi, ft cha'p nhan mao hiem va lam viec "nhd" Bdt nem Aji Ngon xicang hdm Bdi canh quang cao dien can bep, nai hai bd (bd va trai) thi tai lam bep vdi me Hai bd da lira xuang dng that ngon de lam nudc xup hiim xuang, the nhung, cho xuang vao ndi thi td rai lung tung khdng biei bd the nao va hiim the nao Me xuat hien, giai quyet van dc; vdi bdt nem Aji Ngon tinh chai xuang hiim, vira thay the each hiim xuang truydn thd'ng, vua bd dudng, mang lai bua cam ngon cho cii gia dinh Ngu'di me dugc hoan nghenh vdi pham chai diim dang, gidi lam bep Ndi dung quiing cao dudng nhu kha nhe nhang, bang viec khai thac hinh anh kha phd bicn nep sdng cua nhidu gia dinh The nhung, miu quang cao dc hu dang sau nd la sir ban khoan cua ngudi xem vd iing xir gidi gia dinh cua the he hien va tuang lai Xa hdi van tiep tuc thua nhan vai trd ndi trg nhu mdt "thien chirc" diinh rieng cho phu nu, ho se tiep tuc dugc tan duong nhu mdt "ndi tudng", cd kha nang quan xuyen, diim duang va thiio mgi viec gia dinh, dd nam gidi hoan toan "mu tit" ddi vdi khii nang lam viec nha (nau bep) Dua be trai - the he ngudi chdng, ngudi cha tuang lai cung se cd nhung ung xir gidng the he ciia bd em hien Rd rang, su phan cdng vai trd gidi va nhin nhim nang luc gidi giua phu nu va nam gidi kha ma hd nhung lai rai ben chat, va liii cang dugc ben chat han bdi su cung cd duac truydn diiy tu the he sang the he khac cac mdi trudng xa hdi hda nhu gia dinh chang hiin Sif tdc ddng ciia hinh dnh qudng cdo ddi vdi iCng xd gidi ciia cdng cluing Xet vc su tac ddng cua nhiing ndi dung quiing cao ddi vdi irng xir gidi cua cdng chimg, phiim vi bai viet chua du nhiing dir lieu de phan tfeh va binh luiin Tuy nhien, thdng tin tir cae phuang tien truyen thdng dai T r a n Thi Anh T h u 21 chiing sc qua kenh Igc ciia nhan thirc ca nhan va mang ludi xa hdi tac ddng den nhiin thirc va iing xir ciia cac vien xa hdi Trong nhan thiic va irng xir vd gidi, ma ca ca nhan va nhdm xa hdi ddu dugc nhap tam mdt each sau sac cac quan diem gidi truydn thd'ng, dd chira dung ca nhung dinh kien gidi, thi rai khd trd "kenh lgc" tdi dinh hinh nhQng tu tudng tien bd, nham lam thay ddi can ban mdi quan he gidi, lam mdi quan he binh dang va tdi dep hon Ket luan Tdm Itii, hinh anh ngudi phu nu dugc the hien kha nhidu cac muc quiing cao cua m l u khao sat Tuy sd lieu chua du tin cay de phan anh tinh hinh quang cao thuc te, nhung nd da phan anh phan nao su tdn tiii ciia hien tugng thuc te Mat khac, hinh iinh phu nu thudng dugc khac hga theo chidu hirdng ly tudng hda nhung gia tri truydn thdng A Ddng, dd cao "cdng, dung, ngdn, hiinh" cua ngirdi phu nir, ddng thdi tiep tuc gin lidn hinh iinh phu nu vdi vai trd "ngudi giQ lua" gia dinh Trong niic thang thii bac vd vi the xa hdi giiia nam vk nu, nQ gidi vin thudng dugc xep d vi trf thap han nam gidi, bao gdm su thang tien va kha nang sang tao Mat khac, didu dang quan team la ddng thai cua su thay ddi quan diem viec nhin nhan liii nang luc va vi the cua phu nu vin chua rd net Cac the he tie'p ndi vin tiep tuc ke thira cac gia tri truydn thdng cQ, du ring nhQ'ng gia tri nay, dinh kie'n gidi vin cdn tdn tai mdt each sau sic Cd the nhim dinh ring hinh anh phu nu quang cao hay chfnh hinh anh ciia phu nu' thuc te ddi sdng xa hdi da dugc khic hga rd net, ddng thdi danh gia phan nao thuc triing binh dang gidi d Viet Nam van chua dill dugc didu kic quan nhu nhung chi sd gidi cdng bd.B Chii thich '" GDI (The Gender Development Index): chi so phiit tnen gioi; GEM (The Gender Rmpowemicnt Measure): chi so vai tro gidi '-' Nguon eiia c;ic biing, biiu bai viei diu ttr so lieu thdng kc irong budi chieii phim tren "Phim Viet gid vimg" ciia kenh HTV7 (liuin tCr 13 den 20/12/2009) 22 Nghien ciiru Gia dinh va Gi6i Quyen 21, so 3, tr 14-23 Phil luc: Danh muc cac quang ciio tii 13/12 den 20/12 (Phim Viet gio viing - thu den Chii nhat hang tuan) Sd luoi Gioi nir STT Ten muc quang cao Aji ngon xuang ham 2HH Banh co nhiin socola Biinh Exira tiger Bia l i g e r Bpt giat Vi.so I Bot ngil coc dinh duong Comfort liin xa Creyline (bang ve sinh) Diiu gpi Pantine 10 Dau Xii Dove 11 Dien thoiii Mobile phone 12 Dong triing thao 13 IZZI son moi 14 Kem Xii Dove 15 Miiy anh Nippon 16 Miiy giat LG Gioi nam Nguoi khac m i^^i 17 NTi Giiu 18 Mi goi New way 19 M\ Tieii vua 20 Ml Unit 11 21 Mi xiio Tieu nlii 22 Nem Kim - dan 1 23 Ngiin hang VTB 24 Nguyin Kim 25 Nudc giat Ariel 26 Nuoc niiim Nam ngu 41 27 Nuoc ngoi up 28 Nuoc ngot Pepsi 29 Nuoc rira chen Sunlight jjl^l 30 Nudc siic mieng Listerine •^^H ^ ^ ^ ^^1 ^ ^ ^ Trung lap Triin Thi Anh ThU So Gidi nur STT Ten muc quang cao 31 Nudc xa vai Comfort 32 Phaii trang diem 33 34 Pho De Nhat I'ola snacic (thich pola hon tlii'ch phu nu dep) 35 l^ond's trang da 36 Son Dulux I 37 Sot irlrng Majonarc 38 Sua Anlene Sua Anmum diinh cho me 39 42 SCra chiic xuong Alien Sua diet ichuiln Green grcss SCra Dugro he mien dich 43 SCra Dumex 44 SCra IQ Abbott 45 46 SCra tam Pamolive Sunlight lau san (chOng lau nha) 47 Sunlight tra xanh 48 49 Thuoc Ciim Paradol Thuoc diet tctiuiln 'Vim (chung lay xay nha ve sinh) 50 'I'ivi Bravira 51 'tivi LC; 40 41 52 Tivi Samsung 53 Tivi Toshiba 54 Xa bong OmoMatic Xa bong trang sang Viso 55 56 57 58 IU0t Gidi nam Nguoi khac 23 Trung lap 1 Xe hoi Unyndai Xmen danh clio dan ong Yaoiit tiiii cay Tong cong (Lirot) Phiin tram (Luot) Tong cpng (muc) Phan tram (muc) 14 7.8% 8.6% ... sir phiin irng cua cdng chung 'di hien tugng quang eao lam giiin doiin miich trinh chieu phim Trong bai viet nay, tac gia khdng cd y mudn de cap den chuyen quiing cao iinh hudng den viec xem... quang cao mdi lan chieu phim dao ddng tCr de'n liin Phan loai noi dung theo mat hang quang cao Trong tdng so 58 muc quiing cao dugc phat thdi gian nay, da sd ndi dung quiing cao vi thuc pham... nhu sau Hinh anh ngu'di phu nu' xuiit hien kha nhieu, chiem den ban 50% tdng cac muc quang cao Trong dd, chi cd 8,6% quang cao thdng qua hinh anh ciia nam gidi (xem bieu dd 2) Su chcinh lech