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

• المؤلف الرئيسي: Lim, Shainying.
• مؤلفون آخرون: Piron, Francis Maurice Valery
• التنسيق: Theses and Dissertations
• اللغة: English
• منشور في: 2008
• الموضوعات: DRNTU::Business::Advertising
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/7481
• المؤسسة: 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...