{"id":6358,"date":"2026-10-13T03:14:58","date_gmt":"2026-10-12T20:14:58","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=6358"},"modified":"2026-10-13T03:14:58","modified_gmt":"2026-10-12T20:14:58","slug":"phu-nu-trung-nien-trong-quang-cao","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/phu-nu-trung-nien-trong-quang-cao\/","title":{"rendered":"Ph\u1ee5 n\u1eef trung ni\u00ean c\u00f3 \u0111ang &#8220;v\u00f4 h\u00ecnh&#8221; trong qu\u1ea3ng c\u00e1o?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">D\u1eef li\u1ec7u qu\u1ed1c t\u1ebf cho th\u1ea5y ph\u1ee5 n\u1eef trung ni\u00ean \u0111\u00fang l\u00e0 \u00edt xu\u1ea5t hi\u1ec7n trong qu\u1ea3ng c\u00e1o h\u01a1n nam gi\u1edbi c\u00f9ng tu\u1ed5i. Theo d\u1eef li\u1ec7u n\u0103m 2022 c\u1ee7a Kantar, nam gi\u1edbi tr\u00ean 40 tu\u1ed5i c\u00f3 m\u1eb7t trong 33% qu\u1ea3ng c\u00e1o, c\u00f2n ph\u1ee5 n\u1eef tr\u00ean 40 tu\u1ed5i ch\u1ec9 trong 21% (Kantar, 2023). Ph\u00e2n t\u00edch 2,7 tri\u1ec7u qu\u1ea3ng c\u00e1o tr\u00ean YouTube c\u0169ng th\u1ea5y nh\u00e2n v\u1eadt n\u1eef t\u1eadp trung \u1edf \u0111\u1ed9 tu\u1ed5i 20 v\u00e0 30 (Davis, 2019).<\/p>\n\n\n<p class=\"wp-block-paragraph\"><strong>T\u00f3m t\u1eaft nhanh:<\/strong><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li>Nh\u00e2n v\u1eadt nam trong qu\u1ea3ng c\u00e1o trung b\u00ecnh l\u1edbn h\u01a1n nh\u00e2n v\u1eadt n\u1eef kho\u1ea3ng b\u1ed1n tu\u1ed5i.<\/li>\n\n<li>Khi ng\u01b0\u1eddi l\u1edbn tu\u1ed5i xu\u1ea5t hi\u1ec7n, h\u1ecd th\u01b0\u1eddng b\u1ecb kh\u1eafc h\u1ecda l\u00e0 ph\u1ee5 thu\u1ed9c, c\u00f4 l\u1eadp, ho\u1eb7c ngo\u1ea1i h\u00ecnh b\u1ecb \u0111em ra l\u00e0m tr\u00f2 c\u01b0\u1eddi.<\/li>\n\n<li>\u0110\u1ecbnh ki\u1ebfn tu\u1ed5i t\u00e1c \u0111an xen v\u1edbi \u0111\u1ecbnh ki\u1ebfn gi\u1edbi, theo T\u1ed5 ch\u1ee9c Y t\u1ebf Th\u1ebf gi\u1edbi (WHO).<\/li>\n\n<li>Th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 b\u1eaft \u0111\u1ea7u t\u1eeb vi\u1ec7c ch\u1ecdn di\u1ec5n vi\u00ean, vai tr\u00f2 v\u00e0 insight th\u1eadt c\u1ee7a ph\u1ee5 n\u1eef trung ni\u00ean.<\/li>\n<\/ul>\n\n\n<h2 class=\"wp-block-heading\">D\u1eef li\u1ec7u n\u00f3i g\u00ec v\u1ec1 tu\u1ed5i v\u00e0 gi\u1edbi trong qu\u1ea3ng c\u00e1o?<\/h2>\n\n\n<p class=\"wp-block-paragraph\">Nhi\u1ec1u nghi\u00ean c\u1ee9u c\u00f9ng ch\u1ec9 ra m\u1ed9t xu h\u01b0\u1edbng: ph\u1ee5 n\u1eef trong qu\u1ea3ng c\u00e1o tr\u1ebb h\u01a1n nam gi\u1edbi. Vi\u1ec7n Geena Davis v\u1ec1 Gi\u1edbi trong Truy\u1ec1n th\u00f4ng v\u00e0 Google ph\u00e2n t\u00edch h\u01a1n 2,7 tri\u1ec7u video qu\u1ea3ng c\u00e1o tr\u00ean YouTube t\u1eeb th\u00e1ng 1\/2015 \u0111\u1ebfn th\u00e1ng 3\/2019, thu\u1ed9c 51 th\u1ecb tr\u01b0\u1eddng. K\u1ebft qu\u1ea3 cho th\u1ea5y nh\u00e2n v\u1eadt n\u1eef th\u01b0\u1eddng \u1edf \u0111\u1ed9 tu\u1ed5i 20 v\u00e0 30, trong khi nh\u00e2n v\u1eadt nam xu\u1ea5t hi\u1ec7n \u1edf m\u1ecdi nh\u00f3m tu\u1ed5i. Tr\u00ean to\u00e0n c\u1ea7u, nh\u00e2n v\u1eadt nam trung b\u00ecnh l\u1edbn h\u01a1n nh\u00e2n v\u1eadt n\u1eef b\u1ed1n tu\u1ed5i. Trong 5 n\u0103m kh\u1ea3o s\u00e1t, tu\u1ed5i trung b\u00ecnh c\u1ee7a nh\u00e2n v\u1eadt n\u1eef g\u1ea7n nh\u01b0 gi\u1eef nguy\u00ean, c\u00f2n nh\u00e2n v\u1eadt nam th\u00ec gi\u00e0 \u0111i (Davis, 2019).<\/p>\n\n\n<p class=\"wp-block-paragraph\">D\u1eef li\u1ec7u m\u1ed1c n\u0103m 2022 do Kantar th\u1ef1c hi\u1ec7n cho s\u00e1ng ki\u1ebfn Unstereotype Alliance (do UN Women tri\u1ec7u t\u1eadp) c\u0169ng cho k\u1ebft qu\u1ea3 t\u01b0\u01a1ng t\u1ef1: 33% qu\u1ea3ng c\u00e1o c\u00f3 nam gi\u1edbi tr\u00ean 40 tu\u1ed5i, so v\u1edbi 21% c\u00f3 ph\u1ee5 n\u1eef tr\u00ean 40 tu\u1ed5i (Kantar, 2023). Ng\u01b0\u1eddi vi\u1ebft ch\u01b0a t\u00ecm th\u1ea5y s\u1ed1 li\u1ec7u c\u00f4ng khai t\u01b0\u01a1ng t\u1ef1 cho th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam.<\/p>\n\n\n<h2 class=\"wp-block-heading\">Khi xu\u1ea5t hi\u1ec7n, ng\u01b0\u1eddi l\u1edbn tu\u1ed5i \u0111\u01b0\u1ee3c kh\u1eafc h\u1ecda ra sao?<\/h2>\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng ch\u1ec9 \u00edt xu\u1ea5t hi\u1ec7n, ng\u01b0\u1eddi l\u1edbn tu\u1ed5i c\u00f2n th\u01b0\u1eddng b\u1ecb kh\u1eafc h\u1ecda theo khu\u00f4n m\u1eabu. Nghi\u00ean c\u1ee9u c\u1ee7a AARP tr\u00ean 1.116 h\u00ecnh \u1ea3nh tr\u1ef1c tuy\u1ebfn t\u1ea1i M\u1ef9 cho th\u1ea5y ng\u01b0\u1eddi t\u1eeb 50 tu\u1ed5i tr\u1edf l\u00ean chi\u1ebfm 46% d\u00e2n s\u1ed1 tr\u01b0\u1edfng th\u00e0nh, nh\u01b0ng ch\u1ec9 c\u00f3 m\u1eb7t trong 15% h\u00ecnh \u1ea3nh c\u00f3 ng\u01b0\u1eddi l\u1edbn. Kho\u1ea3ng b\u1ea3y tr\u00ean m\u01b0\u1eddi h\u00ecnh \u1ea3nh kh\u1eafc h\u1ecda h\u1ecd c\u00f4 l\u1eadp ho\u1eb7c ph\u1ee5 thu\u1ed9c, nh\u01b0 ng\u1ed3i m\u1ed9t m\u00ecnh hay \u0111\u01b0\u1ee3c nh\u00e2n vi\u00ean y t\u1ebf ch\u0103m s\u00f3c. Ch\u1ec9 13% h\u00ecnh \u1ea3nh \u0111\u1eb7t h\u1ecd trong m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c, d\u00f9 nh\u00f3m n\u00e0y chi\u1ebfm 30% l\u1ef1c l\u01b0\u1ee3ng lao \u0111\u1ed9ng M\u1ef9, v\u00e0 ch\u1ec9 5% cho th\u1ea5y h\u1ecd d\u00f9ng c\u00f4ng ngh\u1ec7 (Thayer &amp; Skufca, 2019).<\/p>\n\n\n<p class=\"wp-block-paragraph\">Ph\u00e2n t\u00edch c\u00e1c qu\u1ea3ng c\u00e1o d\u1ef1 gi\u1ea3i Cannes Lions 2019 c\u1ee7a Vi\u1ec7n Geena Davis cho th\u1ea5y ch\u1ec9 7,0% nh\u00e2n v\u1eadt t\u1eeb 60 tu\u1ed5i tr\u1edf l\u00ean. Nh\u00f3m n\u00e0y \u0111\u01b0\u1ee3c kh\u1eafc h\u1ecda l\u00e0 ng\u01b0\u1eddi l\u00e3nh \u0111\u1ea1o nhi\u1ec1u h\u01a1n (24,9% so v\u1edbi 13,3% \u1edf nh\u00f3m tr\u1ebb h\u01a1n), nh\u01b0ng c\u0169ng th\u01b0\u1eddng g\u1eafn v\u1edbi h\u00e0i h\u00ecnh th\u1ec3 (15,0% so v\u1edbi 8,6%). B\u00e1o c\u00e1o k\u1ebft lu\u1eadn r\u1eb1ng khi xu\u1ea5t hi\u1ec7n, ngo\u1ea1i h\u00ecnh c\u1ee7a ng\u01b0\u1eddi l\u1edbn tu\u1ed5i &#8220;th\u01b0\u1eddng b\u1ecb bi\u1ebfn th\u00e0nh tr\u00f2 \u0111\u00f9a&#8221; (Geena Davis Institute on Gender in Media, 2020). L\u01b0u \u00fd: hai nghi\u00ean c\u1ee9u n\u00e0y kh\u00f4ng t\u00e1ch ri\u00eang s\u1ed1 li\u1ec7u theo gi\u1edbi.<\/p>\n\n\n<h2 class=\"wp-block-heading\">V\u00ec sao th\u01b0\u01a1ng hi\u1ec7u n\u00ean b\u1eadn t\u00e2m?<\/h2>\n\n\n<p class=\"wp-block-paragraph\">C\u00f3 \u00edt nh\u1ea5t ba l\u00fd do. Th\u1ee9 nh\u1ea5t l\u00e0 tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i. B\u00e1o c\u00e1o to\u00e0n c\u1ea7u v\u1ec1 ph\u00e2n bi\u1ec7t tu\u1ed5i t\u00e1c c\u1ee7a Li\u00ean H\u1ee3p Qu\u1ed1c ghi nh\u1eadn trong kh\u1ea3o s\u00e1t 83.034 ng\u01b0\u1eddi \u1edf 57 qu\u1ed1c gia, c\u1ee9 hai ng\u01b0\u1eddi th\u00ec c\u00f3 m\u1ed9t ng\u01b0\u1eddi mang th\u00e1i \u0111\u1ed9 ph\u00e2n bi\u1ec7t tu\u1ed5i t\u00e1c \u1edf m\u1ee9c trung b\u00ecnh ho\u1eb7c cao. \u0110\u1ecbnh ki\u1ebfn tu\u1ed5i t\u00e1c th\u1ea5m v\u00e0o n\u01a1i l\u00e0m vi\u1ec7c, truy\u1ec1n th\u00f4ng, v\u00e0 \u0111an xen, l\u00e0m tr\u1ea7m tr\u1ecdng th\u00eam c\u00e1c \u0111\u1ecbnh ki\u1ebfn kh\u00e1c nh\u01b0 v\u1ec1 gi\u1edbi t\u00ednh (WHO, 2021).<\/p>\n\n\n<p class=\"wp-block-paragraph\">Th\u1ee9 hai l\u00e0 b\u1ed1i c\u1ea3nh d\u00e2n s\u1ed1. Vi\u1ec7t Nam \u0111\u01b0\u1ee3c Qu\u1ef9 D\u00e2n s\u1ed1 Li\u00ean H\u1ee3p Qu\u1ed1c (UNFPA) m\u00f4 t\u1ea3 l\u00e0 m\u1ed9t trong nh\u1eefng qu\u1ed1c gia gi\u00e0 h\u00f3a nhanh nh\u1ea5t th\u1ebf gi\u1edbi (UNFPA Vi\u1ec7t Nam, 2024). M\u1ed9t chi\u1ebfn d\u1ecbch ch\u1ec9 d\u00f9ng g\u01b0\u01a1ng m\u1eb7t tr\u1ebb c\u00f3 th\u1ec3 \u0111ang b\u1ecf qu\u00ean m\u1ed9t nh\u00f3m c\u00f4ng ch\u00fang ng\u00e0y c\u00e0ng l\u1edbn.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Th\u1ee9 ba l\u00e0 hi\u1ec7u qu\u1ea3 kinh doanh. Nghi\u00ean c\u1ee9u c\u1ee7a Tr\u01b0\u1eddng Kinh doanh Sa\u00efd (\u0110\u1ea1i h\u1ecdc Oxford) cho Unstereotype Alliance, tr\u00ean 392 th\u01b0\u01a1ng hi\u1ec7u \u1edf 58 qu\u1ed1c gia giai \u0111o\u1ea1n 2020 \u0111\u1ebfn 2023, cho th\u1ea5y qu\u1ea3ng c\u00e1o c\u00f3 \u0111i\u1ec3m &#8220;ti\u1ebfn b\u1ed9&#8221; cao g\u1eafn v\u1edbi doanh s\u1ed1 d\u00e0i h\u1ea1n cao h\u01a1n 16,26% so v\u1edbi qu\u1ea3ng c\u00e1o k\u00e9m ti\u1ebfn b\u1ed9 (Unstereotype Alliance, 2024). Nghi\u00ean c\u1ee9u n\u00e0y \u0111o c\u00e1ch th\u1ec3 hi\u1ec7n gi\u1edbi n\u00f3i chung, kh\u00f4ng ri\u00eang tu\u1ed5i t\u00e1c, v\u00e0 l\u00e0 d\u1eef li\u1ec7u t\u01b0\u01a1ng quan, n\u00ean ch\u1ec9 n\u00ean xem l\u00e0 t\u00edn hi\u1ec7u h\u1ed7 tr\u1ee3. M\u1ed1i quan h\u1ec7 gi\u1eefa s\u00e1ng t\u1ea1o v\u00e0 doanh s\u1ed1 \u0111\u01b0\u1ee3c b\u00e0n th\u00eam trong b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/\">qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o c\u00f3 th\u1ef1c s\u1ef1 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng h\u01a1n kh\u00f4ng<\/a>.<\/p>\n\n\n<h2 class=\"wp-block-heading\">L\u00e0m sao th\u1ec3 hi\u1ec7n ph\u1ee5 n\u1eef trung ni\u00ean t\u1ed1t h\u01a1n trong qu\u1ea3ng c\u00e1o?<\/h2>\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 c\u00e1c nghi\u00ean c\u1ee9u \u0111\u00e3 d\u1eabn:<\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0110\u01b0a tu\u1ed5i t\u00e1c v\u00e0o brief.<\/strong> Ghi r\u00f5 d\u1ea3i tu\u1ed5i c\u1ee7a nh\u00e2n v\u1eadt ngay t\u1eeb <a href=\"https:\/\/dykhoa.com\/blog\/communication-brief-la-gi-cach-viet-ban-dinh-huong-truyen-thong\/\">communication brief<\/a>, thay v\u00ec \u0111\u1ec3 kh\u00e2u tuy\u1ec3n di\u1ec5n vi\u00ean t\u1ef1 quy\u1ebft.<\/li>\n\n<li><strong>M\u1edf r\u1ed9ng vai tr\u00f2.<\/strong> \u0110\u1eb7t ph\u1ee5 n\u1eef trung ni\u00ean \u1edf n\u01a1i l\u00e0m vi\u1ec7c, d\u00f9ng c\u00f4ng ngh\u1ec7, ra quy\u1ebft \u0111\u1ecbnh, kh\u00f4ng ch\u1ec9 \u1edf vai \u0111\u01b0\u1ee3c ch\u0103m s\u00f3c (Thayer &amp; Skufca, 2019).<\/li>\n\n<li><strong>Kh\u00f4ng l\u1ea5y ngo\u1ea1i h\u00ecnh l\u00e0m tr\u00f2 \u0111\u00f9a.<\/strong> H\u00e0i h\u01b0\u1edbc v\u1eabn \u0111\u01b0\u1ee3c, nh\u01b0ng \u0111\u1eebng \u0111\u1ec3 tu\u1ed5i t\u00e1c l\u00e0 \u0111i\u1ec3m g\u00e2y c\u01b0\u1eddi (Geena Davis Institute on Gender in Media, 2020).<\/li>\n\n<li><strong>T\u00ecm insight th\u1eadt.<\/strong> N\u00f3i chuy\u1ec7n v\u1edbi ch\u00ednh ph\u1ee5 n\u1eef trung ni\u00ean thay v\u00ec \u0111o\u00e1n h\u1ecd mu\u1ed1n g\u00ec. B\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/insight-khach-hang-la-gi\/\">insight kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec<\/a> c\u00f3 h\u01b0\u1edbng d\u1eabn chi ti\u1ebft.<\/li>\n\n<li><strong>N\u00f3i v\u1ec1 giai \u0111o\u1ea1n \u0111\u1eddi s\u1ed1ng m\u1ed9t c\u00e1ch t\u00f4n tr\u1ecdng.<\/strong> Nh\u1eefng ch\u1ee7 \u0111\u1ec1 nh\u01b0 <a href=\"https:\/\/dykhoa.com\/blog\/tien-man-kinh-man-kinh-khi-nao-can-di-kham\/\">ti\u1ec1n m\u00e3n kinh v\u00e0 m\u00e3n kinh<\/a> c\u1ea7n \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n ch\u00ednh x\u00e1c, kh\u00f4ng gi\u1ec5u c\u1ee3t.<\/li>\n<\/ul>\n\n\n<p class=\"wp-block-paragraph\">Khung c\u00e2u h\u1ecfi chi ti\u1ebft h\u01a1n \u0111\u1ec3 r\u00e0 so\u00e1t \u0111\u1ecbnh ki\u1ebfn c\u00f3 trong b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/quang-cao-20-10-khong-dinh-kien-gioi\/\">l\u00e0m qu\u1ea3ng c\u00e1o 20\/10 kh\u00f4ng \u0111\u1ecbnh ki\u1ebfn gi\u1edbi<\/a>. H\u00ecnh \u1ea3nh \u0111a d\u1ea1ng c\u0169ng ch\u1ec9 thuy\u1ebft ph\u1ee5c khi kh\u1edbp v\u1edbi gi\u00e1 tr\u1ecb th\u1eadt c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00fang tinh th\u1ea7n <a href=\"https:\/\/dykhoa.com\/blog\/tinh-chan-thuc-thuong-hieu-brand-authenticity-marcom\/\">t\u00ednh ch\u00e2n th\u1ef1c th\u01b0\u01a1ng hi\u1ec7u<\/a>. B\u00e0i vi\u1ebft 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<h2 class=\"wp-block-heading\">C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n\n\n<h3 class=\"wp-block-heading\">Bao nhi\u00eau tu\u1ed5i th\u00ec \u0111\u01b0\u1ee3c xem l\u00e0 trung ni\u00ean trong c\u00e1c nghi\u00ean c\u1ee9u n\u00e0y?<\/h3>\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng c\u00f3 m\u1ed1c th\u1ed1ng nh\u1ea5t. Kantar d\u00f9ng m\u1ed1c tr\u00ean 40 tu\u1ed5i, AARP d\u00f9ng m\u1ed1c t\u1eeb 50 tu\u1ed5i, c\u00f2n b\u00e1o c\u00e1o Cannes Lions c\u1ee7a Vi\u1ec7n Geena Davis d\u00f9ng m\u1ed1c t\u1eeb 60 tu\u1ed5i. Khi so s\u00e1nh s\u1ed1 li\u1ec7u, b\u1ea1n n\u00ean ch\u00fa \u00fd m\u1ed1c tu\u1ed5i c\u1ee7a t\u1eebng ngu\u1ed3n.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Vi\u1ec7t Nam c\u00f3 s\u1ed1 li\u1ec7u v\u1ec1 ph\u1ee5 n\u1eef trung ni\u00ean trong qu\u1ea3ng c\u00e1o kh\u00f4ng?<\/h3>\n\n\n<p class=\"wp-block-paragraph\">Ng\u01b0\u1eddi vi\u1ebft ch\u01b0a t\u00ecm th\u1ea5y nghi\u00ean c\u1ee9u c\u00f4ng khai n\u00e0o \u0111o l\u01b0\u1eddng ri\u00eang v\u1ea5n \u0111\u1ec1 n\u00e0y \u1edf Vi\u1ec7t Nam. \u0110\u00e2y l\u00e0 kho\u1ea3ng tr\u1ed1ng m\u00e0 c\u00e1c tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc v\u00e0 hi\u1ec7p h\u1ed9i qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 l\u1ea5p \u0111\u1ea7y.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Ch\u1ec9 c\u1ea7n th\u00eam v\u00e0i g\u01b0\u01a1ng m\u1eb7t l\u1edbn tu\u1ed5i v\u00e0o qu\u1ea3ng c\u00e1o l\u00e0 \u0111\u1ee7?<\/h3>\n\n\n<p class=\"wp-block-paragraph\">Ch\u01b0a \u0111\u1ee7. D\u1eef li\u1ec7u c\u1ee7a Vi\u1ec7n Geena Davis cho th\u1ea5y ng\u01b0\u1eddi l\u1edbn tu\u1ed5i c\u00f3 th\u1ec3 xu\u1ea5t hi\u1ec7n nh\u01b0ng v\u1eabn b\u1ecb bi\u1ebfn th\u00e0nh tr\u00f2 c\u01b0\u1eddi (Geena Davis Institute on Gender in Media, 2020). C\u00e1ch kh\u1eafc h\u1ecda quan tr\u1ecdng kh\u00f4ng k\u00e9m s\u1ed1 l\u01b0\u1ee3ng.<\/p>\n\n\n<h2 class=\"wp-block-heading\">\u0110i\u1ec1u g\u00ec n\u00ean nh\u1edb?<\/h2>\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c d\u1eef li\u1ec7u qu\u1ed1c t\u1ebf hi\u1ec7n c\u00f3 cho th\u1ea5y ph\u1ee5 n\u1eef trung ni\u00ean \u00edt xu\u1ea5t hi\u1ec7n h\u01a1n nam gi\u1edbi c\u00f9ng tu\u1ed5i trong qu\u1ea3ng c\u00e1o, v\u00e0 ng\u01b0\u1eddi l\u1edbn tu\u1ed5i n\u00f3i chung th\u01b0\u1eddng b\u1ecb kh\u1eafc h\u1ecda theo khu\u00f4n m\u1eabu. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng c\u1ea7n thay \u0111\u1ed5i t\u1ea5t c\u1ea3 c\u00f9ng l\u00fac: h\u00e3y b\u1eaft \u0111\u1ea7u t\u1eeb brief, vi\u1ec7c ch\u1ecdn di\u1ec5n vi\u00ean v\u00e0 insight th\u1eadt, r\u1ed3i \u0111o l\u01b0\u1eddng xem c\u00f4ng ch\u00fang ph\u1ea3n h\u1ed3i ra sao.<\/p>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/strong><\/p>\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<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<details class=\"wp-block-details dk-refs is-layout-flow wp-block-details-is-layout-flow\"><summary>T\u00e0i li\u1ec7u tham kh\u1ea3o (7 ngu\u1ed3n)<\/summary>\n<ul class=\"wp-block-list\">\n<li>Davis, G. (2019, th\u00e1ng 11). <em>What 2.7M YouTube ads reveal about gender bias in marketing<\/em>. Think with Google. https:\/\/www.unstereotypealliance.org\/sites\/default\/files\/2023-09\/what27myoutubeadsrevealaboutgenderbiasinmarketing.pdf<\/li>\n\n<li>Geena Davis Institute on Gender in Media. (2020). <em>Bias and inclusion in advertising: An analysis of 2019 Cannes Lions work<\/em>. https:\/\/geenadavisinstitute.org\/wp-content\/uploads\/2024\/01\/bias-and-inclusion-in-advertising-cannes-lions.pdf<\/li>\n\n<li>Kantar. (2023, ng\u00e0y 2 th\u00e1ng 11). <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>Thayer, C., &amp; Skufca, L. (2019). <em>Media image landscape: Age representation in online images<\/em>. AARP Research. https:\/\/doi.org\/10.26419\/res.00339.001<\/li>\n\n<li>UNFPA Vi\u1ec7t Nam. (2024, ng\u00e0y 23 th\u00e1ng 1). <em>Investing in human resources helps Vietnam prepare well for population ageing process<\/em>. https:\/\/vietnam.unfpa.org\/en\/node\/168029<\/li>\n\n<li>Unstereotype Alliance. (2024). <em>Inclusion = income: The business case for progressive advertising<\/em>. https:\/\/unstereotypealliance.org\/sites\/default\/files\/2024-06\/The%20Business%20Case%20for%20Progressive%20Marketing.pdf<\/li>\n\n<li>World Health Organization. (2021, ng\u00e0y 18 th\u00e1ng 3). <em>Ageism is a global challenge: UN<\/em>. https:\/\/www.who.int\/news\/item\/18-03-2021-ageism-is-a-global-challenge-un<\/li>\n<\/ul>\n<\/details>\n","protected":false},"excerpt":{"rendered":"<p>Ph\u1ee5 n\u1eef tr\u00ean 40 ch\u1ec9 c\u00f3 m\u1eb7t trong 21% qu\u1ea3ng c\u00e1o, so v\u1edbi 33% c\u1ee7a nam gi\u1edbi c\u00f9ng tu\u1ed5i. Th\u01b0\u01a1ng hi\u1ec7u \u0111ang b\u1ecf qu\u00ean ai, v\u00e0 n\u00ean l\u00e0m g\u00ec?<\/p>\n","protected":false},"author":1,"featured_media":6381,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[696,695,488,773,772,771,124],"class_list":["post-6358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imc-chien-luoc","category-thuc-hanh-marcom","tag-20-10","tag-ban-linh-diu-dang","tag-binh-dang-gioi","tag-dai-dien-trong-truyen-thong","tag-dinh-kien-tuoi-tac","tag-phu-nu-trung-nien","tag-quang-cao"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ph\u1ee5 n\u1eef trung ni\u00ean trong qu\u1ea3ng c\u00e1o: c\u00f3 \u0111ang &quot;v\u00f4 h\u00ecnh&quot;?<\/title>\n<meta name=\"description\" content=\"Ph\u1ee5 n\u1eef trung ni\u00ean trong qu\u1ea3ng c\u00e1o xu\u1ea5t hi\u1ec7n \u00edt h\u01a1n nam gi\u1edbi c\u00f9ng tu\u1ed5i. 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