Contemporary Singaporean male and female perceptions of male role portrayals in advertisements.

• 主要作者: Lim, Shainying.
• 其他作者: Piron, Francis Maurice Valery
• 格式: Theses and Dissertations
• 語言: English
• 出版: 2008
• 主題: DRNTU::Business::Advertising
• 在線閱讀: http://hdl.handle.net/10356/7481
• 機構: Nanyang Technological University

This study of Singapore consumers' perceptions of subservient male role portrayals in advertisements and the effects of consumers' negative perceptions on company image and sales finds that Singapore consumers' perceptions are different between the gender. However, both male and femal...