{"id":6190,"date":"2026-10-13T00:09:09","date_gmt":"2026-10-12T17:09:09","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/quang-cao-20-10-khong-dinh-kien-gioi\/"},"modified":"2026-10-13T00:39:24","modified_gmt":"2026-10-12T17:39:24","slug":"quang-cao-20-10-khong-dinh-kien-gioi","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/quang-cao-20-10-khong-dinh-kien-gioi\/","title":{"rendered":"L\u00e0m qu\u1ea3ng c\u00e1o 20\/10 th\u1ebf n\u00e0o \u0111\u1ec3 t\u00f4n vinh ph\u1ee5 n\u1eef m\u00e0 kh\u00f4ng r\u01a1i v\u00e0o \u0111\u1ecbnh ki\u1ebfn gi\u1edbi?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Mu\u1ed1n qu\u1ea3ng c\u00e1o 20\/10 t\u00f4n vinh ph\u1ee5 n\u1eef m\u00e0 kh\u00f4ng r\u01a1i v\u00e0o \u0111\u1ecbnh ki\u1ebfn gi\u1edbi, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n cho th\u1ea5y ph\u1ee5 n\u1eef l\u00e0 con ng\u01b0\u1eddi \u0111a chi\u1ec1u, c\u00f3 n\u0103ng l\u1ef1c, c\u00f3 ti\u1ebfng n\u00f3i v\u00e0 t\u1ef1 quy\u1ebft \u0111\u1ecbnh cu\u1ed9c s\u1ed1ng, thay v\u00ec ch\u1ec9 g\u1eafn h\u1ecd v\u1edbi vi\u1ec7c ch\u0103m s\u00f3c hay v\u1ebb ngo\u00e0i. Khung 3P c\u1ee7a Unstereotype Alliance (do UN Women tri\u1ec7u t\u1eadp) v\u00e0 h\u01b0\u1edbng d\u1eabn c\u1ee7a c\u01a1 quan qu\u1ea3n l\u00fd qu\u1ea3ng c\u00e1o Anh (ASA\/CAP) cho b\u1ea1n m\u1ed9t b\u1ed9 c\u00e2u h\u1ecfi ki\u1ec3m tra c\u1ee5 th\u1ec3. \u1ede Vi\u1ec7t Nam, Lu\u1eadt Qu\u1ea3ng c\u00e1o c\u1ea5m qu\u1ea3ng c\u00e1o c\u00f3 t\u00ednh ch\u1ea5t \u0111\u1ecbnh ki\u1ebfn v\u1ec1 gi\u1edbi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>T\u00f3m t\u1eaft nhanh:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>V\u1ea5n \u0111\u1ec1 kh\u00f4ng n\u1eb1m \u1edf c\u1ea3nh ph\u1ee5 n\u1eef n\u1ea5u \u0103n hay l\u00e0m \u0111\u1eb9p, m\u00e0 \u1edf th\u00f4ng \u0111i\u1ec7p ng\u1ea7m r\u1eb1ng \u0111\u00f3 l\u00e0 vai tr\u00f2 &#8220;ch\u1ec9 d\u00e0nh cho&#8221; ph\u1ee5 n\u1eef.<\/li>\n\n<li>Khung 3P h\u1ecfi: ai xu\u1ea5t hi\u1ec7n, ai k\u1ec3 chuy\u1ec7n, nh\u00e2n v\u1eadt c\u00f3 t\u00ednh c\u00e1ch \u0111\u1ea7y \u0111\u1ee7 kh\u00f4ng.<\/li>\n\n<li>ASA ch\u1ec9 ra c\u00e1c &#8220;v\u00f9ng \u0111\u1ecf&#8221; nh\u01b0 \u0111\u1eb7t vai tr\u00f2 nam, n\u1eef \u0111\u1ed1i l\u1eadp hay ch\u1ebf gi\u1ec5u ng\u01b0\u1eddi kh\u00f4ng theo khu\u00f4n m\u1eabu.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\u0110\u1ecbnh ki\u1ebfn gi\u1edbi trong qu\u1ea3ng c\u00e1o l\u00e0 g\u00ec?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Theo \u0110i\u1ec1u 5 Lu\u1eadt B\u00ecnh \u0111\u1eb3ng gi\u1edbi n\u0103m 2006, \u0111\u1ecbnh ki\u1ebfn gi\u1edbi l\u00e0 &#8220;nh\u1eadn th\u1ee9c, th\u00e1i \u0111\u1ed9 v\u00e0 \u0111\u00e1nh gi\u00e1 thi\u00ean l\u1ec7ch, ti\u00eau c\u1ef1c&#8221; v\u1ec1 \u0111\u1eb7c \u0111i\u1ec3m, v\u1ecb tr\u00ed, vai tr\u00f2 v\u00e0 n\u0103ng l\u1ef1c c\u1ee7a nam ho\u1eb7c n\u1eef (Qu\u1ed1c h\u1ed9i, 2006).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1ed5ng quan c\u1ee7a Grau v\u00e0 Zotos (2016) cho th\u1ea5y ph\u1ee5 n\u1eef t\u1eebng \u0111\u01b0\u1ee3c kh\u1eafc h\u1ecda l\u00e2u d\u00e0i trong nh\u1eefng vai tr\u00f2 h\u1ea1n h\u1eb9p, \u1edf v\u1ecb th\u1ebf th\u1ea5p h\u01a1n, v\u00e0 c\u00e1ch kh\u1eafc h\u1ecda ch\u1ec9 d\u1ea7n thay \u0111\u1ed5i khi vai tr\u00f2 trong gia \u0111\u00ecnh, n\u01a1i l\u00e0m vi\u1ec7c thay \u0111\u1ed5i. Tuy v\u1eady, kh\u00f4ng ph\u1ea3i h\u00ecnh \u1ea3nh quen thu\u1ed9c n\u00e0o c\u0169ng l\u00e0 v\u1ea5n \u0111\u1ec1. H\u01b0\u1edbng d\u1eabn c\u1ee7a \u1ee6y ban Th\u1ef1c h\u00e0nh Qu\u1ea3ng c\u00e1o Anh (CAP) cho ph\u00e9p th\u1ec3 hi\u1ec7n vai tr\u00f2 mang m\u00e0u s\u1eafc gi\u1edbi, mi\u1ec5n l\u00e0 kh\u00f4ng ng\u1ea7m kh\u1eb3ng \u0111\u1ecbnh vai tr\u00f2 \u0111\u00f3 ch\u1ec9 g\u1eafn v\u1edbi m\u1ed9t gi\u1edbi ho\u1eb7c gi\u1edbi kia kh\u00f4ng bao gi\u1edd l\u00e0m (Committee of Advertising Practice [CAP], 2018).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">V\u00ec sao th\u01b0\u01a1ng hi\u1ec7u n\u00ean b\u1eadn t\u00e2m \u0111\u1ebfn \u0111\u1ecbnh ki\u1ebfn gi\u1edbi?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec r\u1ee7i ro ph\u00e1p l\u00fd v\u00e0 ph\u1ea3n \u1ee9ng c\u1ee7a ng\u01b0\u1eddi xem \u0111\u1ec1u c\u00f3 th\u1eadt. Lu\u1eadt Qu\u1ea3ng c\u00e1o n\u0103m 2012 c\u1ea5m qu\u1ea3ng c\u00e1o &#8220;c\u00f3 t\u00ednh ch\u1ea5t k\u1ef3 th\u1ecb d\u00e2n t\u1ed9c, ph\u00e2n bi\u1ec7t ch\u1ee7ng t\u1ed9c, x\u00e2m ph\u1ea1m t\u1ef1 do t\u00edn ng\u01b0\u1ee1ng, t\u00f4n gi\u00e1o, \u0111\u1ecbnh ki\u1ebfn v\u1ec1 gi\u1edbi&#8221; (Qu\u1ed1c h\u1ed9i, 2012, \u0110i\u1ec1u 8 kho\u1ea3n 6). Lu\u1eadt s\u1eeda \u0111\u1ed5i n\u0103m 2025 (hi\u1ec7u l\u1ef1c t\u1eeb 01\/01\/2026) \u0111i\u1ec1u ch\u1ec9nh kho\u1ea3n 3 v\u00e0 10 c\u1ee7a \u0110i\u1ec1u 8, kh\u00f4ng b\u1ecf quy \u0111\u1ecbnh n\u00e0y (Qu\u1ed1c h\u1ed9i, 2025). Lu\u1eadt B\u00ecnh \u0111\u1eb3ng gi\u1edbi c\u0169ng coi vi\u1ec7c l\u01b0u h\u00e0nh t\u00e1c ph\u1ea9m c\u1ed5 v\u0169 \u0111\u1ecbnh ki\u1ebfn gi\u1edbi &#8220;d\u01b0\u1edbi b\u1ea5t k\u1ef3 th\u1ec3 lo\u1ea1i v\u00e0 h\u00ecnh th\u1ee9c n\u00e0o&#8221; l\u00e0 vi ph\u1ea1m (Qu\u1ed1c h\u1ed9i, 2006, \u0110i\u1ec1u 40 kho\u1ea3n 6).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1ec1 ph\u00eda ng\u01b0\u1eddi xem, kh\u1ea3o s\u00e1t 519 ng\u01b0\u1eddi tr\u01b0\u1edfng th\u00e0nh t\u1ea1i Brazil cho th\u1ea5y c\u1ea3m gi\u00e1c b\u1ecb x\u00fac ph\u1ea1m b\u1edfi h\u00ecnh \u1ea3nh ph\u1ee5 n\u1eef r\u1eadp khu\u00f4n c\u00f3 li\u00ean quan \u0111\u1ebfn \u00fd \u0111\u1ecbnh t\u1ea9y chay s\u1ea3n ph\u1ea9m. Ph\u1ee5 n\u1eef th\u1ea5y b\u1ecb x\u00fac ph\u1ea1m nhi\u1ec1u h\u01a1n, nh\u01b0ng t\u00e1c \u0111\u1ed9ng l\u00ean \u00fd \u0111\u1ecbnh t\u1ea9y chay kh\u00f4ng kh\u00e1c bi\u1ec7t \u0111\u00e1ng k\u1ec3 gi\u1eefa hai gi\u1edbi (Marcon v\u00e0 c\u1ed9ng s\u1ef1, 2021). \u0110\u00e2y l\u00e0 m\u1eabu thu\u1eadn ti\u1ec7n \u1edf m\u1ed9t qu\u1ed1c gia, ch\u1ec9 n\u00ean xem l\u00e0 t\u00edn hi\u1ec7u tham kh\u1ea3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t kho\u1ea3ng tr\u1ed1ng kh\u00e1c l\u00e0 tu\u1ed5i t\u00e1c. D\u1eef li\u1ec7u n\u0103m 2022 c\u1ee7a Kantar ghi nh\u1eadn 33% nam gi\u1edbi nh\u01b0ng ch\u1ec9 21% ph\u1ee5 n\u1eef trong qu\u1ea3ng c\u00e1o \u1edf \u0111\u1ed9 tu\u1ed5i tr\u00ean 40, v\u00e0 ch\u1ec9 1% qu\u1ea3ng c\u00e1o c\u00f3 ng\u01b0\u1eddi s\u1ed1ng v\u1edbi khuy\u1ebft t\u1eadt (Kantar, 2023). Chi\u1ebfn d\u1ecbch 20\/10 ch\u1ec9 c\u00f3 g\u01b0\u01a1ng m\u1eb7t tr\u1ebb l\u00e0 \u0111ang b\u1ecf qu\u00ean nhi\u1ec1u ng\u01b0\u1eddi ph\u1ee5 n\u1eef m\u00e0 n\u00f3 mu\u1ed1n t\u00f4n vinh.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Khung 3P c\u1ee7a Unstereotype Alliance gi\u00fap g\u00ec khi l\u00ean \u00fd t\u01b0\u1edfng?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Khung 3P bi\u1ebfn \u00fd \u0111\u1ecbnh &#8220;kh\u00f4ng \u0111\u1ecbnh ki\u1ebfn&#8221; th\u00e0nh c\u00e2u h\u1ecfi c\u1ee5 th\u1ec3. Unstereotype Alliance l\u00e0 s\u00e1ng ki\u1ebfn c\u1ee7a ng\u00e0nh qu\u1ea3ng c\u00e1o do UN Women tri\u1ec7u t\u1eadp, h\u1ecdp phi\u00ean \u0111\u1ea7u ti\u00ean t\u1ea1i Cannes th\u00e1ng 6\/2017 c\u00f9ng Unilever v\u00e0 nhi\u1ec1u t\u1eadp \u0111o\u00e0n l\u1edbn (UN Women, 2017). Khung 3P g\u1ed3m ba nh\u00f3m c\u00e2u h\u1ecfi (Unstereotype Alliance, 2021; Kantar, 2023):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Presence (s\u1ef1 hi\u1ec7n di\u1ec7n):<\/strong> Ai l\u00e0 nh\u00e2n v\u1eadt trung t\u00e2m? D\u00e0n nh\u00e2n v\u1eadt c\u00f3 \u0111a d\u1ea1ng v\u1ec1 tu\u1ed5i, v\u00f3c d\u00e1ng, ho\u00e0n c\u1ea3nh, kh\u1ea3 n\u0103ng th\u1ec3 ch\u1ea5t kh\u00f4ng? Nh\u00e2n v\u1eadt c\u00f3 h\u01a1n m\u1ed9t &#8220;ma-n\u01a1-canh&#8221; \u0111\u1ee9ng c\u1ea1nh s\u1ea3n ph\u1ea9m kh\u00f4ng?<\/li>\n\n<li><strong>Perspective (g\u00f3c nh\u00ecn):<\/strong> Ai d\u1eabn d\u1eaft c\u00e2u chuy\u1ec7n, ta k\u1ec3 t\u1eeb g\u00f3c nh\u00ecn c\u1ee7a ai? C\u00f3 v\u1eadt th\u1ec3 h\u00f3a hay t\u00ecnh d\u1ee5c h\u00f3a kh\u00f4ng? Ekip s\u00e1ng t\u1ea1o c\u00f3 \u0111a d\u1ea1ng kh\u00f4ng?<\/li>\n\n<li><strong>Personality (t\u00ednh c\u00e1ch):<\/strong> Nh\u00e2n v\u1eadt c\u00f3 t\u00ednh c\u00e1ch &#8220;ba chi\u1ec1u&#8221;, \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n l\u00e0 l\u00e0m ch\u1ee7 cu\u1ed9c s\u1ed1ng kh\u00f4ng? V\u1ebb \u0111\u1eb9p c\u00f3 l\u00e0 m\u1ed9t ph\u1ea7n t\u00ednh c\u00e1ch, thay v\u00ec ch\u1ec9 l\u00e0 ngo\u1ea1i h\u00ecnh?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c c\u00e2u h\u1ecfi n\u00e0y n\u00ean \u0111\u01b0\u1ee3c d\u00f9ng \u1edf m\u1ecdi giai \u0111o\u1ea1n, t\u1eeb vi\u1ebft brief, ch\u1ecdn di\u1ec5n vi\u00ean, th\u1eed nghi\u1ec7m \u0111\u1ebfn ch\u1ecdn k\u00eanh, v\u00e0 \u0111i\u1ec1u ch\u1ec9nh theo v\u0103n h\u00f3a \u0111\u1ecba ph\u01b0\u01a1ng (Unstereotype Alliance, 2021). N\u1ebfu b\u1ea1n \u0111ang vi\u1ebft <a href=\"https:\/\/dykhoa.com\/blog\/communication-brief-la-gi-cach-viet-ban-dinh-huong-truyen-thong\/\">b\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng (communication brief)<\/a>, \u0111\u00e2y l\u00e0 l\u00fac t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111\u01b0a ba c\u00e2u h\u1ecfi n\u00e0y v\u00e0o. B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 d\u00f9ng ngay <a href=\"https:\/\/dykhoa.com\/blog\/ban-linh-diu-dang\/#cong-cu\">c\u00f4ng c\u1ee5 t\u1ef1 ki\u1ec3m qu\u1ea3ng c\u00e1o theo khung 3P<\/a> trong chuy\u00ean \u0111\u1ec1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">H\u01b0\u1edbng d\u1eabn c\u1ee7a ASA ch\u1ec9 ra nh\u1eefng &#8220;v\u00f9ng \u0111\u1ecf&#8221; n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1eeb ng\u00e0y 14\/6\/2019, quy t\u1eafc qu\u1ea3ng c\u00e1o c\u1ee7a Anh y\u00eau c\u1ea7u qu\u1ea3ng c\u00e1o &#8220;kh\u00f4ng \u0111\u01b0\u1ee3c ch\u1ee9a \u0111\u1ecbnh ki\u1ebfn gi\u1edbi c\u00f3 kh\u1ea3 n\u0103ng g\u00e2y h\u1ea1i, ho\u1eb7c g\u00e2y x\u00fac ph\u1ea1m nghi\u00eam tr\u1ecdng hay tr\u00ean di\u1ec7n r\u1ed9ng&#8221; (CAP, 2019). Quy t\u1eafc kh\u00f4ng c\u1ea5m m\u1ecdi khu\u00f4n m\u1eabu gi\u1edbi, ch\u1ec9 nh\u1eafm v\u00e0o d\u1ea1ng c\u00f3 h\u1ea1i. M\u1ed9t s\u1ed1 t\u00ecnh hu\u1ed1ng d\u1ec5 g\u1eb7p v\u1ea5n \u0111\u1ec1 (CAP, 2018):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>C\u1ea3 nh\u00e0 b\u00e0y b\u1eeba nh\u01b0ng ch\u1ec9 ng\u01b0\u1eddi ph\u1ee5 n\u1eef d\u1ecdn d\u1eb9p, trong khi ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng ng\u1ed3i ngh\u1ec9.<\/li>\n\n<li>Ng\u01b0\u1eddi ph\u1ee5 n\u1eef \u0111\u1eb7t vi\u1ec7c trang \u0111i\u1ec3m l\u00ean tr\u00ean vi\u1ec7c \u0111\u1ebfn \u0111\u00fang gi\u1edd h\u1ecdp.<\/li>\n\n<li>Qu\u1ea3ng c\u00e1o nh\u1eafm \u0111\u1ebfn ng\u01b0\u1eddi m\u1edbi l\u00e0m m\u1eb9 \u0111\u1eb7t ngo\u1ea1i h\u00ecnh hay nh\u00e0 c\u1eeda s\u1ea1ch bong l\u00ean tr\u00ean s\u1ee9c kh\u1ecfe c\u1ea3m x\u00fac.<\/li>\n\n<li>Ch\u1ebf gi\u1ec5u ng\u01b0\u1eddi kh\u00f4ng l\u00e0m theo khu\u00f4n m\u1eabu gi\u1edbi, k\u1ec3 c\u1ea3 d\u01b0\u1edbi d\u1ea1ng \u0111\u00f9a vui.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">L\u1eddi bi\u1ec7n h\u1ed9 &#8220;\u0111\u00f9a th\u00f4i&#8221; kh\u00f3 \u0111\u01b0\u1ee3c ch\u1ea5p nh\u1eadn (CAP, 2019). Ng\u01b0\u1ee3c l\u1ea1i, qu\u1ea3ng c\u00e1o v\u1eabn c\u00f3 th\u1ec3 d\u00f9ng ng\u01b0\u1eddi \u0111\u1eb9p, s\u1ea3n ph\u1ea9m ch\u1ec9 d\u00e0nh cho m\u1ed9t gi\u1edbi, ho\u1eb7c d\u00f9ng khu\u00f4n m\u1eabu \u0111\u1ec3 ph\u1ea3n bi\u1ec7n ch\u00ednh n\u00f3 (CAP, 2018).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ed d\u1ee5, qu\u1ea3ng c\u00e1o xe \u0111i\u1ec7n eGolf c\u1ee7a Volkswagen l\u1ea7n l\u01b0\u1ee3t cho th\u1ea5y hai phi h\u00e0nh gia nam ngo\u00e0i kh\u00f4ng gian, m\u1ed9t v\u1eadn \u0111\u1ed9ng vi\u00ean nam khuy\u1ebft t\u1eadt thi nh\u1ea3y xa, r\u1ed3i m\u1ed9t ng\u01b0\u1eddi ph\u1ee5 n\u1eef ng\u1ed3i \u0111\u1ecdc s\u00e1ch c\u1ea1nh xe \u0111\u1ea9y em b\u00e9. ASA k\u1ebft lu\u1eadn qu\u1ea3ng c\u00e1o \u0111\u1eb7t vai tr\u00f2 nam, n\u1eef \u0111\u1ed1i l\u1eadp nh\u01b0 th\u1ec3 ch\u00fang ch\u1ec9 thu\u1ed9c v\u1ec1 m\u1ed9t gi\u1edbi, v\u00e0 y\u00eau c\u1ea7u kh\u00f4ng ph\u00e1t l\u1ea1i \u1edf d\u1ea1ng \u0111\u00f3 (Advertising Standards Authority [ASA], 2019). \u0110\u1ecbnh ki\u1ebfn c\u00f3 th\u1ec3 n\u1eb1m trong c\u00e1ch s\u1eafp x\u1ebfp c\u1ea3nh, kh\u00f4ng ch\u1ec9 trong l\u1eddi tho\u1ea1i. Xem th\u00eam c\u00e1ch ASA x\u1eed l\u00fd <a href=\"https:\/\/dykhoa.com\/blog\/quang-cao-xanh-oatly-shell-bi-cam-asa\/\">qu\u1ea3ng c\u00e1o xanh c\u1ee7a Oatly v\u00e0 Shell<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c1p d\u1ee5ng v\u00e0o chi\u1ebfn d\u1ecbch 20\/10 nh\u01b0 th\u1ebf n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">D\u01b0\u1edbi \u0111\u00e2y l\u00e0 g\u1ee3i \u00fd c\u1ee7a ng\u01b0\u1eddi vi\u1ebft, d\u1ef1a tr\u00ean khung 3P v\u00e0 h\u01b0\u1edbng d\u1eabn c\u1ee7a CAP.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0110\u00e0o insight th\u1eadt.<\/strong> Thay v\u00ec m\u1eb7c \u0111\u1ecbnh ph\u1ee5 n\u1eef mu\u1ed1n \u0111\u01b0\u1ee3c khen &#8220;\u0111\u1ea3m \u0111ang&#8221;, h\u00e3y t\u00ecm hi\u1ec3u h\u1ecd th\u1ef1c s\u1ef1 quan t\u00e2m \u0111i\u1ec1u g\u00ec. Xem b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/insight-khach-hang-la-gi\/\">insight kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec<\/a>.<\/li>\n\n<li><strong>Cho nh\u00e2n v\u1eadt n\u1eef h\u00e0nh \u0111\u1ed9ng v\u00e0 l\u00ean ti\u1ebfng.<\/strong> V\u00ed d\u1ee5 gi\u1ea3 \u0111\u1ecbnh: thay v\u00ec c\u1ea3nh ng\u01b0\u1eddi m\u1eb9 l\u1eb7ng l\u1ebd nh\u1eadn hoa, \u0111\u1ec3 c\u00f4 \u1ea5y k\u1ec3 \u0111i\u1ec1u m\u00ecnh \u0111ang theo \u0111u\u1ed5i.<\/li>\n\n<li><strong>Tr\u00e1nh \u0111\u1eb7t nam v\u00e0 n\u1eef th\u00e0nh hai c\u1ef1c<\/strong> ki\u1ec3u &#8220;nam l\u00e0m vi\u1ec7c l\u1edbn, n\u1eef ch\u0103m nh\u00e0&#8221;.<\/li>\n\n<li><strong>M\u1edf r\u1ed9ng d\u00e0n nh\u00e2n v\u1eadt:<\/strong> ph\u1ee5 n\u1eef tr\u00ean 40 tu\u1ed5i, nhi\u1ec1u v\u00f3c d\u00e1ng, ngh\u1ec1 nghi\u1ec7p.<\/li>\n\n<li><strong>Ki\u1ec3m tra c\u1ea3 ekip.<\/strong> M\u1eddi \u0111\u1ed3ng nghi\u1ec7p n\u1eef \u1edf nhi\u1ec1u \u0111\u1ed9 tu\u1ed5i \u0111\u1ecdc k\u1ecbch b\u1ea3n s\u1edbm.<\/li>\n\n<li><strong>Th\u1eed nghi\u1ec7m v\u1edbi kh\u00e1n gi\u1ea3<\/strong> tr\u01b0\u1edbc khi ch\u1ea1y.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Khi \u00fd t\u01b0\u1edfng \u0111\u00e3 qua b\u1ea3ng ki\u1ec3m, h\u00e3y chuy\u1ec3n n\u00f3 th\u00e0nh <a href=\"https:\/\/dykhoa.com\/blog\/chien-luoc-sang-tao-insight-big-idea-thong-diep-tagline\/\">big idea v\u00e0 th\u00f4ng \u0111i\u1ec7p<\/a> nh\u1ea5t qu\u00e1n. N\u1ebfu mu\u1ed1n d\u00f9ng th\u00f4ng \u0111i\u1ec7p &#8220;trao quy\u1ec1n&#8221; l\u00e0m tr\u1ee5c chi\u1ebfn d\u1ecbch, h\u00e3y \u0111\u1ecdc b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/femvertising-la-gi\/\">femvertising l\u00e0 g\u00ec v\u00e0 khi n\u00e0o ph\u1ea3n t\u00e1c d\u1ee5ng<\/a>. V\u00e0 n\u1ebfu s\u1ea3n ph\u1ea9m d\u00e0nh cho ph\u1ee5 n\u1eef, b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/thue-hong-pink-tax-co-that-khong\/\">&#8220;thu\u1ebf h\u1ed3ng&#8221; c\u00f3 th\u1eadt kh\u00f4ng<\/a> nh\u1eafc r\u1eb1ng l\u1eddi t\u00f4n vinh c\u1ea7n \u0111i c\u00f9ng c\u00e1ch \u0111\u1ecbnh gi\u00e1 c\u00f4ng b\u1eb1ng. C\u00e1c b\u00e0i n\u00e0y thu\u1ed9c <a href=\"https:\/\/dykhoa.com\/blog\/ban-linh-diu-dang\/\">chuy\u00ean \u0111\u1ec1 B\u1ea3n l\u0129nh d\u1ecbu d\u00e0ng<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">C\u1ee9 cho ph\u1ee5 n\u1eef n\u1ea5u \u0103n, l\u00e0m vi\u1ec7c nh\u00e0 trong qu\u1ea3ng c\u00e1o l\u00e0 \u0111\u1ecbnh ki\u1ebfn gi\u1edbi?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng h\u1eb3n. H\u01b0\u1edbng d\u1eabn c\u1ee7a CAP cho ph\u00e9p th\u1ec3 hi\u1ec7n c\u00e1c vai tr\u00f2 n\u00e0y. V\u1ea5n \u0111\u1ec1 xu\u1ea5t hi\u1ec7n khi qu\u1ea3ng c\u00e1o ng\u1ea7m n\u00f3i \u0111\u00f3 l\u00e0 vi\u1ec7c ch\u1ec9 ph\u1ee5 n\u1eef l\u00e0m, ho\u1eb7c nam gi\u1edbi kh\u00f4ng th\u1ec3 l\u00e0m (CAP, 2018).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Qu\u1ea3ng c\u00e1o 20\/10 d\u00f9ng hoa, qu\u00e0 v\u00e0 v\u1ebb \u0111\u1eb9p c\u00f3 sai kh\u00f4ng?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng. Khung 3P ch\u1ec9 g\u1ee3i \u00fd xem v\u1ebb \u0111\u1eb9p nh\u01b0 m\u1ed9t ph\u1ea7n t\u00ednh c\u00e1ch v\u00e0 tr\u00e1nh chu\u1ea9n \u0111\u1eb9p r\u1eadp khu\u00f4n ki\u1ec3u &#8220;cao, g\u1ea7y, tr\u1eafng&#8221; (Unstereotype Alliance, 2021).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u1ede Vi\u1ec7t Nam c\u00f3 quy \u0111\u1ecbnh c\u1ea5m qu\u1ea3ng c\u00e1o \u0111\u1ecbnh ki\u1ebfn gi\u1edbi kh\u00f4ng?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3. \u0110i\u1ec1u 8 kho\u1ea3n 6 Lu\u1eadt Qu\u1ea3ng c\u00e1o c\u1ea5m qu\u1ea3ng c\u00e1o c\u00f3 t\u00ednh ch\u1ea5t \u0111\u1ecbnh ki\u1ebfn v\u1ec1 gi\u1edbi, v\u00e0 Lu\u1eadt B\u00ecnh \u0111\u1eb3ng gi\u1edbi coi vi\u1ec7c l\u01b0u h\u00e0nh t\u00e1c ph\u1ea9m c\u1ed5 v\u0169 \u0111\u1ecbnh ki\u1ebfn gi\u1edbi l\u00e0 vi ph\u1ea1m (Qu\u1ed1c h\u1ed9i, 2006, 2012).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0110i\u1ec1u g\u00ec n\u00ean nh\u1edb?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Qu\u1ea3ng c\u00e1o 20\/10 t\u1eed t\u1ebf kh\u00f4ng c\u1ea7n n\u00e9 m\u1ecdi h\u00ecnh \u1ea3nh quen thu\u1ed9c, nh\u01b0ng c\u1ea7n tr\u00e1nh n\u00f3i, d\u00f9 ch\u1ec9 ng\u1ea7m, r\u1eb1ng ph\u1ee5 n\u1eef ch\u1ec9 n\u00ean l\u00e0 m\u1ed9t ki\u1ec3u ng\u01b0\u1eddi. H\u00e3y h\u1ecfi ba c\u00e2u: ai xu\u1ea5t hi\u1ec7n, ai k\u1ec3 chuy\u1ec7n, nh\u00e2n v\u1eadt c\u00f3 l\u00e0 con ng\u01b0\u1eddi tr\u1ecdn v\u1eb9n kh\u00f4ng. K\u1ebft h\u1ee3p v\u1edbi c\u00e1c &#8220;v\u00f9ng \u0111\u1ecf&#8221; c\u1ee7a ASA v\u00e0 Lu\u1eadt Qu\u1ea3ng c\u00e1o, b\u1ea3ng ki\u1ec3m n\u00e0y gi\u00fap gi\u1ea3m \u0111\u00e1ng k\u1ec3 r\u1ee7i ro, d\u00f9 kh\u00f4ng b\u1ea3o \u0111\u1ea3m m\u1ecdi kh\u00e1n gi\u1ea3 \u0111\u1ec1u \u0111\u1ed3ng t\u00ecnh.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p b\u1edfi Nguy\u1ec5n Ho\u00e0ng Anh Khoa (<a href=\"https:\/\/dykhoa.com\/blog\/dy-khoa-la-ai\/\">Dy Khoa<\/a>), gi\u1ea3ng vi\u00ean Khoa Quan h\u1ec7 c\u00f4ng ch\u00fang v\u00e0 Truy\u1ec1n th\u00f4ng, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc V\u0103n Lang, v\u00e0 l\u00e0 ng\u01b0\u1eddi t\u1ed1t nghi\u1ec7p Th\u1ea1c s\u0129 Truy\u1ec1n th\u00f4ng Khoa h\u1ecdc v\u00e0 Thu h\u00fat C\u00f4ng ch\u00fang (Science Communication and Public Engagement) t\u1ea1i Universiti Malaya (UM), Malaysia. \u0110\u00e2y l\u00e0 l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n c\u1ed1t l\u00f5i m\u00e0 anh \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o b\u00e0i b\u1ea3n v\u00e0 ti\u1ebfp t\u1ee5c theo \u0111u\u1ed5i trong nghi\u00ean c\u1ee9u, gi\u1ea3ng d\u1ea1y v\u00e0 th\u1ef1c h\u00e0nh ngh\u1ec1 nghi\u1ec7p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n th\u1ea5y b\u00e0i vi\u1ebft c\u00f3 sai s\u00f3t ho\u1eb7c mu\u1ed1n g\u00f3p \u00fd, vui l\u00f2ng g\u1eedi email v\u1ec1 hi@dykhoa.com.<\/p>\n\n\n\n<details class=\"wp-block-details dk-refs is-layout-flow wp-block-details-is-layout-flow\"><summary>T\u00e0i li\u1ec7u tham kh\u1ea3o (11 ngu\u1ed3n)<\/summary>\n<ul class=\"wp-block-list\">\n<li>Advertising Standards Authority. (2019, August 14). <em>ASA ruling on Volkswagen Group UK Ltd<\/em> (Complaint ref. G19-1023922). https:\/\/www.asa.org.uk\/rulings\/volkswagen-group-uk-ltd-g19-1023922.html<\/li>\n\n<li>Committee of Advertising Practice. (2018, December 14). <em>Advertising guidance on depicting gender stereotypes likely to cause harm or serious or widespread offence<\/em>. https:\/\/www.asa.org.uk\/resource\/advertising-guidance-on-depicting-gender-stereotypes.html<\/li>\n\n<li>Committee of Advertising Practice. (2019, June 6). <em>Imminent ban on harmful gender stereotypes<\/em>. https:\/\/www.asa.org.uk\/news\/imminent-ban-on-harmful-gender-stereotypes.html<\/li>\n\n<li>Grau, S. L., &amp; Zotos, Y. C. (2016). Gender stereotypes in advertising: A review of current research. <em>International Journal of Advertising, 35<\/em>(5), 761-770. https:\/\/doi.org\/10.1080\/02650487.2016.1203556<\/li>\n\n<li>Kantar. (2023, November 2). <em>Unstereotype Alliance and Kantar launch Progressive Unstereotype Metric to drive diversity in advertising<\/em>. https:\/\/www.kantar.com\/press-center\/unstereotype-alliance-and-kantar-launch-progressive-unstereotype-metric<\/li>\n\n<li>Marcon, F. A., Rocha, R. A. da, &amp; Ribeiro, A. M. S. (2021). Pap\u00e9is femininos na propaganda e seus efeitos sobre consumidores brasileiros [Female roles in advertising and their effects on Brazilian consumers]. <em>Intercom: Revista Brasileira de Ci\u00eancias da Comunica\u00e7\u00e3o, 44<\/em>(3), 103-126. https:\/\/doi.org\/10.1590\/1809-58442021306<\/li>\n\n<li>Qu\u1ed1c h\u1ed9i. (2006). <em>Lu\u1eadt B\u00ecnh \u0111\u1eb3ng gi\u1edbi s\u1ed1 73\/2006\/QH11<\/em>. https:\/\/storage-vnportal.vnpt.vn\/cbg-ubnd\/4831\/N%C4%83m%202025\/th%C3%A1ng%201\/LU%E1%BA%ACT%20B%C3%8CNH%20%C4%90%E1%BA%B2NG%20GI%E1%BB%9AI.pdf<\/li>\n\n<li>Qu\u1ed1c h\u1ed9i. (2012). <em>Lu\u1eadt Qu\u1ea3ng c\u00e1o s\u1ed1 16\/2012\/QH13<\/em>. https:\/\/thuvienphapluat.vn\/van-ban\/Thuong-mai\/Luat-quang-cao-2012-142541.aspx<\/li>\n\n<li>Qu\u1ed1c h\u1ed9i. (2025). <em>Lu\u1eadt s\u1eeda \u0111\u1ed5i, b\u1ed5 sung m\u1ed9t s\u1ed1 \u0111i\u1ec1u c\u1ee7a Lu\u1eadt Qu\u1ea3ng c\u00e1o s\u1ed1 75\/2025\/QH15<\/em>. https:\/\/luatvietnam.vn\/thuong-mai\/luat-quang-cao-sua-doi-2025-so-75-2025-qh15-404208-d1.html<\/li>\n\n<li>UN Women. (2017, June 20). <em>In Cannes, UN Women Executive Director calls to eliminate gender stereotypes in advertising<\/em> [Press release]. https:\/\/www.unwomen.org\/en\/news\/stories\/2017\/6\/press-release-in-cannes-un-women-ed-calls-to-eliminate-gender-stereotypes-in-advertising<\/li>\n\n<li>Unstereotype Alliance. (2021, February 4). <em>3Ps unstereotype marketing communications framework<\/em>. https:\/\/www.unstereotypealliance.org\/en\/node\/877<\/li>\n<\/ul>\n<\/details>\n","protected":false},"excerpt":{"rendered":"<p>T\u00f4n vinh ph\u1ee5 n\u1eef d\u1ecbp 20\/10 m\u00e0 kh\u00f4ng \u0111\u1ecbnh ki\u1ebfn gi\u1edbi: b\u1ea3ng ki\u1ec3m t\u1eeb khung 3P c\u1ee7a UN Women, h\u01b0\u1edbng d\u1eabn ASA v\u00e0 Lu\u1eadt Qu\u1ea3ng c\u00e1o Vi\u1ec7t Nam.<\/p>\n","protected":false},"author":1,"featured_media":6169,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[695,488,135,755,737,716],"class_list":["post-6190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imc-chien-luoc","category-thuc-hanh-marcom","tag-ban-linh-diu-dang","tag-binh-dang-gioi","tag-dao-duc-quang-cao","tag-dinh-kien-gioi","tag-quang-cao-20-10","tag-unstereotype-alliance"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu\u1ea3ng c\u00e1o 20\/10 kh\u00f4ng \u0111\u1ecbnh ki\u1ebfn gi\u1edbi: b\u1ea3ng ki\u1ec3m 3P<\/title>\n<meta name=\"description\" content=\"Tr\u00e1nh \u0111\u1ecbnh ki\u1ebfn gi\u1edbi trong qu\u1ea3ng c\u00e1o 20\/10: b\u1ea3ng ki\u1ec3m theo khung 3P c\u1ee7a UN Women, h\u01b0\u1edbng d\u1eabn ASA v\u00e0 Lu\u1eadt 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