Sex role portrayal in television advertising: A comparative study of Singapore and Malaysia
Abstract
Men and women have been used to promoting products and services in advertisements since time immemorial. Past research has shown that their depiction was by no means accurate or realistic. Men are typically shown as “macho” while women are usually seen as housewives. Compares the portrayal of both sexes in television advertising from Singapore and Malaysia. Commercials were videotaped from SBC 5 (Singapore), RTM 1 and TV 3 (Malaysia). In addition, the findings were matched against the actual demographics of the respective countries. Although they were manifested differently, characters in both countries′ advertisements were found to be stereotyped. Demographics of the respective countries′ population were also not reflected in the commercial.
Keywords
Citation
Wee, C., Choong, M. and Tambyah, S. (1995), "Sex role portrayal in television advertising: A comparative study of Singapore and Malaysia", International Marketing Review, Vol. 12 No. 1, pp. 49-64. https://doi.org/10.1108/02651339510080098
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited