{"id":6587,"date":"2026-10-13T23:24:19","date_gmt":"2026-10-13T16:24:19","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&#038;p=6587"},"modified":"2026-10-13T23:24:19","modified_gmt":"2026-10-13T16:24:19","slug":"femvertising","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/femvertising\/","title":{"rendered":"Femvertising l\u00e0 g\u00ec?"},"content":{"rendered":"<p>Femvertising l\u00e0 c\u00e1ch g\u1ecdi nh\u1eefng qu\u1ea3ng c\u00e1o d\u00f9ng th\u00f4ng \u0111i\u1ec7p \u1ee7ng h\u1ed9 ph\u1ee5 n\u1eef \u0111\u1ec3 trao quy\u1ec1n v\u00e0 ph\u00e1 v\u1ee1 \u0111\u1ecbnh ki\u1ebfn gi\u1edbi truy\u1ec1n th\u1ed1ng (Vandellos v\u00e0 cs., 2023). Thu\u1eadt ng\u1eef \u0111\u01b0\u1ee3c ghi nh\u1eadn xu\u1ea5t hi\u1ec7n \u1edf M\u1ef9 n\u0103m 2014 v\u00e0 th\u01b0\u1eddng \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 &#8220;qu\u1ea3ng c\u00e1o n\u1eef quy\u1ec1n&#8221; (Ruiz-S\u00e1nchez v\u00e0 Gallardo-Echenique, 2020).<\/p>\n<h2>Femvertising b\u1eaft ngu\u1ed3n t\u1eeb \u0111\u00e2u?<\/h2>\n<p>T\u1ed5ng quan h\u1ec7 th\u1ed1ng c\u1ee7a Vandellos v\u00e0 cs. (2023) cho bi\u1ebft gi\u1edbi nghi\u00ean c\u1ee9u kh\u00e1 th\u1ed1ng nh\u1ea5t khi xem chi\u1ebfn d\u1ecbch Real Beauty c\u1ee7a Dove n\u0103m 2004 l\u00e0 \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u, v\u00ec th\u01b0\u01a1ng hi\u1ec7u d\u00f9ng ph\u1ee5 n\u1eef b\u00ecnh th\u01b0\u1eddng thay cho ng\u01b0\u1eddi m\u1eabu. Thu\u1eadt ng\u1eef g\u1eafn v\u1edbi n\u1ec1n t\u1ea3ng SheKnows v\u00e0 \u0111\u01b0\u1ee3c ch\u1ea5p nh\u1eadn r\u1ed9ng h\u01a1n sau m\u1ed9t phi\u00ean th\u1ea3o lu\u1eadn t\u1ea1i Advertising Week th\u00e1ng 10\/2014. V\u00ed d\u1ee5 hay \u0111\u01b0\u1ee3c nh\u1eafc l\u00e0 video &#8220;Like a Girl&#8221; c\u1ee7a Always n\u0103m 2014, c\u00f3 h\u01a1n 60 tri\u1ec7u l\u01b0\u1ee3t xem tr\u00ean YouTube (Ruiz-S\u00e1nchez v\u00e0 Gallardo-Echenique, 2020). Ph\u00e2n t\u00edch chi ti\u1ebft h\u01a1n c\u00f3 trong b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/femvertising-la-gi\/\">femvertising l\u00e0 g\u00ec<\/a>.<\/p>\n<h2>Femvertising c\u00f3 hi\u1ec7u qu\u1ea3 v\u00e0 c\u00f3 r\u1ee7i ro g\u00ec?<\/h2>\n<p>Nhi\u1ec1u nghi\u00ean c\u1ee9u \u0111\u01b0\u1ee3c t\u1ed5ng quan ghi nh\u1eadn th\u00e1i \u0111\u1ed9 v\u1edbi qu\u1ea3ng c\u00e1o, v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u00fd \u0111\u1ecbnh mua t\u0103ng l\u00ean khi qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh trao quy\u1ec1n cho ph\u1ee5 n\u1eef (Vandellos v\u00e0 cs., 2023). C\u00f9ng t\u1ed5ng quan n\u00e0y n\u00eau c\u00e1c r\u1ee7i ro:<\/p>\n<ul>\n<li><strong>B\u1ecb xem l\u00e0 &#8220;t\u1ea9y r\u1eeda&#8221; tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i (CSR-washing):<\/strong> khi doanh nghi\u1ec7p kh\u00f4ng cho th\u1ea5y cam k\u1ebft l\u00e2u d\u00e0i v\u1edbi v\u1ea5n \u0111\u1ec1 m\u00ecnh n\u00f3i \u0111\u1ebfn.<\/li>\n<li><strong>N\u1eef quy\u1ec1n h\u00e0ng h\u00f3a (commodity feminism):<\/strong> n\u1eef quy\u1ec1n b\u1ecb g\u1eafn v\u1edbi ti\u00eau d\u00f9ng, nh\u01b0 th\u1ec3 ph\u1ee5 n\u1eef gi\u00e0nh quy\u1ec1n ch\u1ee7 \u0111\u1ed9ng b\u1eb1ng c\u00e1ch mua s\u1eafm.<\/li>\n<li><strong>L\u1ec7ch gi\u1eefa th\u00f4ng \u0111i\u1ec7p v\u00e0 s\u1ea3n ph\u1ea9m:<\/strong> chi\u1ebfn d\u1ecbch c\u1ee7a Gillette Venus \u0111\u01b0\u1ee3c nh\u1eadn x\u00e9t l\u00e0 k\u1ebft n\u1ed1i c\u1ea3m x\u00fac nh\u01b0ng k\u00e9m ch\u00e2n th\u1ef1c, v\u00ec s\u1ea3n ph\u1ea9m dao c\u1ea1o g\u1eafn v\u1edbi chu\u1ea9n m\u1ef1c t\u1ea9y l\u00f4ng \u00e1p l\u00ean ph\u1ee5 n\u1eef.<\/li>\n<\/ul>\n<p>T\u00ednh ch\u00e2n th\u1ef1c v\u00ec th\u1ebf l\u00e0 \u0111i\u1ec3m m\u1ea5u ch\u1ed1t, xem b\u00e0i <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>.<\/p>\n<h2>C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n<h3>Femvertising c\u00f3 ph\u1ea3i qu\u1ea3ng c\u00e1o ch\u1ec9 d\u00e0nh cho ph\u1ee5 n\u1eef?<\/h3>\n<p>Kh\u00f4ng h\u1eb3n. \u0110\u1ecbnh ngh\u0129a d\u1ef1a v\u00e0o n\u1ed9i dung th\u00f4ng \u0111i\u1ec7p, kh\u00f4ng d\u1ef1a v\u00e0o gi\u1edbi t\u00ednh ng\u01b0\u1eddi xem. M\u1ed9t nghi\u00ean c\u1ee9u trong t\u1ed5ng quan th\u1ea5y t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c m\u1ea1nh h\u01a1n \u1edf ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u1eef so v\u1edbi nam (Vandellos v\u00e0 cs., 2023).<\/p>\n<h3>Femvertising c\u00f3 ch\u1eafc ch\u1eafn l\u00e0m t\u0103ng doanh s\u1ed1?<\/h3>\n<p>Ch\u01b0a th\u1ec3 kh\u1eb3ng \u0111\u1ecbnh. C\u00e1c k\u1ebft qu\u1ea3 \u0111\u01b0\u1ee3c t\u1ed5ng quan ch\u1ee7 y\u1ebfu \u0111o th\u00e1i \u0111\u1ed9 v\u00e0 \u00fd \u0111\u1ecbnh mua, t\u1ee9c \u0111i\u1ec1u ng\u01b0\u1eddi xem n\u00f3i h\u1ecd s\u1ebd l\u00e0m, kh\u00f4ng ph\u1ea3i h\u00e0nh vi mua th\u1ef1c t\u1ebf (Vandellos v\u00e0 cs., 2023). M\u1ed9t v\u00ed d\u1ee5 v\u1ec1 c\u00e1ch l\u00e0m qu\u1ea3ng c\u00e1o kh\u00f4ng \u0111\u1ecbnh ki\u1ebfn gi\u1edbi c\u00f3 trong b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/quang-cao-20-10-khong-dinh-kien-gioi\/\">qu\u1ea3ng c\u00e1o 20\/10 kh\u00f4ng \u0111\u1ecbnh ki\u1ebfn gi\u1edbi<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Femvertising l\u00e0 g\u00ec? Qu\u1ea3ng c\u00e1o trao quy\u1ec1n cho ph\u1ee5 n\u1eef: ngu\u1ed3n g\u1ed1c t\u1eeb Dove 2004, hi\u1ec7u qu\u1ea3 theo nghi\u00ean c\u1ee9u v\u00e0 r\u1ee7i ro b\u1ecb xem l\u00e0 n\u1eef quy\u1ec1n h\u00e0ng h\u00f3a.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[477],"class_list":["post-6587","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-marcom-imc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Femvertising l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"description\" content=\"Femvertising l\u00e0 g\u00ec? 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