Information on the thesis "Advertising Methods on the Advertising Page of Tuoi Tre Newspaper, Ho Chi Minh City, from a Vietnamese Cultural Perspective (Survey 2010)" by graduate student Nguyen Thi Huong Giang, majoring in Journalism.1. Student's Full Name: Nguyen Thi Huong Giang 2. Gender: Female 3. Date of Birth: June 8, 1979 4. Place of Birth: Hanoi 5. Decision No. 1528/QD-XHNV-KH&SDH dated October 14, 2009, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student. 6. Changes during the training process: None 7. Thesis Title: Advertising Methods on the Advertising Page of Tuoi Tre Newspaper, Ho Chi Minh City, from a Vietnamese Cultural Perspective (Survey 2010). 8. Major: Journalism; Code: 60 32 01 9. Scientific Advisor: Assoc. Prof. Dr. Nguyen Thi Minh Thai – Faculty of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi. 10. Summary of the thesis results: Through the analysis of advertising works of Tuoi Tre newspaper in Ho Chi Minh City in 2010, the thesis has obtained the following results: - Clarifying the role and position of Vietnamese journalism in general, and print journalism in particular, as a forum of Vietnamese culture. Affirming that advertising is a cultural product, therefore, advertising culture is a very important issue not only for companies and businesses that need to advertise but also for the press agencies that provide advertising services. And in the Vietnamese print media system, Tuoi Tre newspaper in Ho Chi Minh City is a newspaper with a leading brand position not only in information content but also in advertising content. - Through focusing on researching and analyzing the values in the art of creating advertising designs on the advertising page of Tuoi Tre newspaper in Ho Chi Minh City, the thesis clarifies the cultural beauty of the advertising designs. From there, affirming the advertising in Tuoi Tre newspaper in Ho Chi Minh City... The Ho Chi Minh City Youth Newspaper has contributed to shaping the landscape of advertising culture in Vietnamese print media. Simultaneously, it helps businesses bring information about their brands and products closer to the public, building positive sentiment towards their brands and products. Conversely, the public itself receives a large amount of rich and diverse information on all aspects of life that they need to learn about through the advertising pages of the Ho Chi Minh City Youth Newspaper. This thesis also proposes standards for building an advertising culture model similar to the Ho Chi Minh City Youth Newspaper, with criteria that benefit both businesses and Vietnamese print media. Based on these standards, Vietnamese print media will be able to build an advertising system with high cultural value, suitable to the level and psychology of the Vietnamese public, and effectively meet the promotional needs of businesses. Thanks to this, the Vietnamese advertising industry will increasingly develop, have more opportunities to assert itself, and contribute to promoting the development of print journalism in Vietnam in the modern era. 11. Practical applications: Used as a reference for students who want to pursue a career in advertising and media, especially in learning about creative advertising ideas. 12. Future research directions: The art of advertising from a Vietnamese cultural perspective. 13. Published works related to the thesis: None
INFORMATION ON MASTER'S THESIS
1. Full name: Nguyen Thi Huong Giang 2. Sex: Female. 3. Date of birth: 08 June, 1979 4. Place of birth: Hanoi 5. Admission decision number: 1528/QD- XHNV-KH&SDH dated 14 October 2009 of the Rector of University of Social Sciences and Humanities, Hanoi National University. 6. Changes in academic process: N/A 7. Official thesis title: The method of advertising on Advertising pages of Tuoi Tre City. HCM newspaper under the point of view of Vietnamese Culture 8. Major: Journalism 9. Code: 60 32 01.. 10. Supervisors: Prof. Dr. Nguyen Thi Minh Thai – Faculty of Journalism and Communication, University of Social Sciences and Humanities, Hanoi National University. 11. Summary of the findings of the thesis: Through analyzing the print advertisements belonging to Tuoi Tre City. HCM newspaper during 2012, the thesis has got these below results: - The thesis has brought out the role of Vietnam Journalism as well as the printing press like a platform of Vietnamese Cultural. Strengthening that advertising is a cultural product. That is the reason why the advertising culture is not only a very important matter with every company and firms which has advertising on demand but also is the requirements of the press agency. In the Vietnamese printing press system, Tuoi Tre City. HCM is one of the most leading brand with the wealth of information and the attractiveness on advertising pages. - The thesis has also pointed out the cultural beauty of advertisements through researching and analyzing the value of advertising creativeness of Tuoi Tre City. HCM advertising pages. From this basis, the thesis affirms the value of advertisements and the contribution advertising culture of Tuoi Tre City. HCM newspaper for Vietnamese printing press system. That means the advertisements can also help firms and companies to introduce their brands and products to customers and to build feeling in customers' mind. In the opposite direction, the audiences can receive a large and diversified of information volume about all fields of life that they search on Tuoi Tre City. HCM advertising pages. - The thesis has put forward some criteria for building a standard cultural model such as the advertising model of Tuoi Tre City. HCM newspaper. This model will be included some standards which bring benefits to firms as well as printing press agency. Based on these standards, printing press agency can build an advertising system with high cultural values that fit with level and mentality of Vietnamese audiences. These standards will also be met every firms' advertising requirements. It is hoped that can lead to advertising field of Vietnam will have more opportunities to raise up and strengthenern in the development index of future modern Vietnamese printing press period. 12. Practical applicability, if any: The thesis is helpful for students who want to learn about the advertising and communication field, especially for who want to know how to create advertising ideas. 13. Further research directions, if any: The Art of Advertising through the point of view of Vietnamese Culture. 14. Thesis-related publications: N/A
