The perception of viewers on female role portrayals in Malaysian television advertisements
The purpose of the study is to examine the extent to which there are gender differences in advertisements in Malaysia. Primary data for the study was based on questionnaires that were completed by 200 university undergraduates from Universiti Putra Malaysia (UPM) and Universiti Kebangsaan Malaysia (...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
Academy of Marketing Science
1997
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| Online Access: | http://psasir.upm.edu.my/id/eprint/60386/ http://psasir.upm.edu.my/id/eprint/60386/1/The%20perception%20of%20viewers%20on%20female%20role%20portrayals%20in%20Malaysian%20television%20advertisements.pdf |
| _version_ | 1848854180972724224 |
|---|---|
| author | Malar, Deva Ahmad, M. I. |
| author_facet | Malar, Deva Ahmad, M. I. |
| author_sort | Malar, Deva |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The purpose of the study is to examine the extent to which there are gender differences in advertisements in Malaysia. Primary data for the study was based on questionnaires that were completed by 200 university undergraduates from Universiti Putra Malaysia (UPM) and Universiti Kebangsaan Malaysia (UKM). The study found that there were significant differences, in general perceptions of female role portrayals in advertisements, among the male and female viewers. The study also found that the differences in gender and race could have caused different perceptions, on female role portrayals in television advertisements. The study further found that certain portrayals of women in television advertisements were considered offensive, particularly by female viewers and they further felt that there is a need for a change in such portrayals. |
| first_indexed | 2025-11-15T11:05:47Z |
| format | Conference or Workshop Item |
| id | upm-60386 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T11:05:47Z |
| publishDate | 1997 |
| publisher | Academy of Marketing Science |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-603862018-05-21T03:33:07Z http://psasir.upm.edu.my/id/eprint/60386/ The perception of viewers on female role portrayals in Malaysian television advertisements Malar, Deva Ahmad, M. I. The purpose of the study is to examine the extent to which there are gender differences in advertisements in Malaysia. Primary data for the study was based on questionnaires that were completed by 200 university undergraduates from Universiti Putra Malaysia (UPM) and Universiti Kebangsaan Malaysia (UKM). The study found that there were significant differences, in general perceptions of female role portrayals in advertisements, among the male and female viewers. The study also found that the differences in gender and race could have caused different perceptions, on female role portrayals in television advertisements. The study further found that certain portrayals of women in television advertisements were considered offensive, particularly by female viewers and they further felt that there is a need for a change in such portrayals. Academy of Marketing Science 1997 Conference or Workshop Item PeerReviewed text en http://psasir.upm.edu.my/id/eprint/60386/1/The%20perception%20of%20viewers%20on%20female%20role%20portrayals%20in%20Malaysian%20television%20advertisements.pdf Malar, Deva and Ahmad, M. I. (1997) The perception of viewers on female role portrayals in Malaysian television advertisements. In: 1997 World Marketing Congress, 24-27 June 1997, Kuala Lumpur, Malaysia. (pp. 367-370). 10.1007/978-3-319-17320-7_100 |
| spellingShingle | Malar, Deva Ahmad, M. I. The perception of viewers on female role portrayals in Malaysian television advertisements |
| title | The perception of viewers on female role portrayals in Malaysian television advertisements |
| title_full | The perception of viewers on female role portrayals in Malaysian television advertisements |
| title_fullStr | The perception of viewers on female role portrayals in Malaysian television advertisements |
| title_full_unstemmed | The perception of viewers on female role portrayals in Malaysian television advertisements |
| title_short | The perception of viewers on female role portrayals in Malaysian television advertisements |
| title_sort | perception of viewers on female role portrayals in malaysian television advertisements |
| url | http://psasir.upm.edu.my/id/eprint/60386/ http://psasir.upm.edu.my/id/eprint/60386/ http://psasir.upm.edu.my/id/eprint/60386/1/The%20perception%20of%20viewers%20on%20female%20role%20portrayals%20in%20Malaysian%20television%20advertisements.pdf |