Thesis information "Analysis of Vietnamese cultural elements in television advertising (Survey during "prime time" broadcast on VTV1, VTV3 channels from January 2011 to June 2011)" by HVCH Nguyen Thi Trang Nhung, majoring in Journalism.1. Full name of student: Nguyen Thi Trang Nhung 2. Gender: Female 3. Date of birth: April 21, 2012 4. Place of birth: Hoa Hieu Ward, Thai Hoa Town, Nghe An Province 5. Decision to recognize student No.: 1528/QD-XHNV-KH&SĐH dated October 14, 2009 by the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi 6. Changes in the training process: None 7. Thesis topic: Analysis of Vietnamese cultural elements in television advertising (Survey during the "prime time" broadcast of VTV1, VTV3 channels from January 2011 to June 2011) 8. Major: Journalism; Code: 60 32 01 .. 9. Scientific supervisor: Dr. Nguyen Tri Nhiem - Academy of Journalism and Communication 10. Summary of the thesis results: Through the survey and analysis of the current status of television advertising, specifically during the "prime time" of VTV1 and VTV3 channels, it can be seen that traditional Vietnamese cultural elements have been partly expressed in television advertising through content, images, language and music, albeit at different levels. But the biggest problem today is that advertisers have not yet properly assessed the importance of compatibility between culture and advertising. This has contributed to the current state of advertising, with countless cultural "sand grains" that need to be resolved. Those are the "sand grains" in advertising content that lacks creative ideas, even creating offensive advertising content and images that are contrary to traditional Vietnamese culture, and are "sand grains" in a "hybrid" language, empty and sometimes untrue. So what is the cause of these limitations? It is due to the limited capacity of domestic enterprises in terms of capital, qualifications and experience, leading to a lack of initiative in managing and operating advertising production activities. In addition, the issue of research on culture and its compatibility with culture has not really been conducted on a large scale. Most advertisers write advertising ideas based on work experience and feelings, without really having formal training and in-depth research on these issues. Therefore, it is completely understandable that advertising has not been effective. In addition, a factor that cannot be ignored in the current state of advertising is the duration and time frame of advertising broadcast. Broadcasting too long, too many times and advertising models that are not broadcast at the right time during prime time also makes the audience have a more negative view of advertising. This factor, although not deciding the success of the advertisement, also contributes to influencing the audience. And that is also considered a manifestation of cultural factors in advertising. To overcome all the above factors, advertisers not only need to understand commercial knowledge, but more than anyone else, they must have a deep understanding of the culture of the recipient, in this case, Vietnamese culture. That means they must grasp all the customs, material and spiritual life of the Vietnamese people. And even all foreign-produced advertisements when entering Vietnam must be Vietnamized to suit the cultural characteristics of the Vietnamese people. Only then will advertising products become closer and be able to touch the hearts of consumers. 11. Practical applicability: We know that advertising is an important source of revenue for television channels and is also a means for producers to introduce products to consumers. Therefore, in today's modern life, audiences must "live with" advertising. So, in order for viewers to have "sympathy" for advertising, those advertising clips must be suitable for the customs, psychology, personality, and interests of Vietnamese people. If this can be done, advertising is not only simply introducing products to consumers, but it is also an information channel that conveys many characteristics of Vietnamese culture to viewers. And this thesis, with its very specific surveys and analysis of the current situation of Vietnamese culture in television advertising, will be very useful for those who are working in the production of advertising clips, as well as television stations, in creating advertising models suitable for Vietnamese people, or choosing the appropriate time and duration to broadcast advertising models. Therefore, the thesis is completely capable of practical application. 12. Further research directions: none 13. Published works related to the thesis: None
INFORMATION ON MASTER'S THESIS
1. Full name: Nguyen Thi Trang Nhung 2. Sex: Female 3. Date of birth: April, 21th, 1984 4. Place of birth: Nghe An 5. Admission decision number: 1528/QD-XHNV-KH&SĐH, issued on October 14th, 2009 by the Headmaster of the Hanoi University of Social Sciences and Humanities under the Hanoi National University 6. Changes in academic process: None 7. Thesis title: Analyze Vietnamese cultural factors in television advertising (based on a survey on “peak hours” of VTV1 and VTV3 channels from January to June 2011) 8. Major: Journalism 9. Code: 60 32 01 10. Supervisors: Dr. Nguyen Tri Nhiem, Academy of Journalism and Communication 11. Summary of the findings of the thesis: Through the survey and analysis on the real situation of television advertising, particularly in “peak hours” on VTV1 and VTV3 channels, it can be said that the television advertising has somewhat expressed Vietnamese cultural factors through its content, images, language and music, despite at different levels. However, the current biggest problem is that some advertisers have not yet evaluated properly the compatibility between culture and advertising. This problem has made mistakes in advertising. Those are the uncreative advertisements and even the advertisements with offensive images which are not suitable with Vietnamese culture. What more? Some advertisements are miscellaneous, trite and untrue. What are the reasons? It is because of the domestic businesses's limit on capital, ability and experience, thus leading to the passive management of advertising production. Besides, almost the advertisers do not do large-scale research on the compatibility between culture and advertising before producing an advertisement. They often do their jobs based on their experience and sensibility. Therefore, their adverstisements are not effective. Furthermore, duration and broadcasting hours are seen as current problems of the TV adversitsing. The duration for TV advertisements are too much in the “peak hours”, annoying the viewers. Although this factor does not determine the success of the advertisements, it somewhat affects the viewers. It is also seen as an expression of cultural factor in TV advertising. To make good those concerns, the advertisers should update themselves with not only knowledge about commerce, but also the viewers' culture, particularly Vietnamese culture. It means that they have to understand thoroughly the customs and life of Vietnamese people. Even, all foreign advertisements must be Vietnamized before they are imported to Vietnam so that they are suitable with Vietnamese culture. By these ways, the advertisements will become close to the consumers. 12. Practical applicability As we know, advertising is a significant source of income of the TV channels. It is also a means for the producers to introduce their products to the consumers. Therefore, in the modern life, the TV viewers have to live with the advertising. To make the advertisements close to the viewers, the advertisers have to make their works suitable with the custom, character and liking of Vietnamese people. By this way, the adverstisements not only introduce products to the consumers, but also promote Vietnamese culture to the viewers. With the specific survey and analysis on Vietnamese cultural factors in the TV advertising, this thesis is very useful to the advertisers as well as television. Hopefully, they will produce advertisements suitable with Vietnamese people and broadcast the advertisements in right time with moderate duration. Thus, the thesis is completely practical applicable. 13. Further research directions, if any: none 14. Thesis-related publications: none
