Digital Transformation and Gender Representation: A Study of Service Advertisements in Vietnam

The digital transformation in Vietnam offers new opportunities for targeted advertising, but also enables biased and stereotypical content to be delivered quickly. Digital content can greatly impact public perception of gender roles and stereotypes, leading researchers to examine gender portrayals in digital ads for service brands in Vietnam. A content analysis of 300 digital service commercials found that female characters were more prominent than male ones and were often depicted in multiple roles. However, recent ads increasingly portrayed collaboration between female and male characters, and femvertising messages were conveyed more often. Despite these positive changes, gender stereotypes in digital advertising persist. This study highlights the need for policymakers and advertising professionals to consider the impact of gender portrayals in digital ads and strive for more balanced and non-stereotypical representations.