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

• Main Author: Lim, Shainying.
• Other Authors: Piron, Francis Maurice Valery
• Format: Theses and Dissertations
• Language: English
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/7481
• Institution: 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...