The perception of viewers on female role portrayals in Malaysian television advertisements

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 (...

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Bibliographic Details
Main Authors: Malar, Deva, Ahmad, M. I.
Format: Conference or Workshop Item
Language:English
Published: Academy of Marketing Science 1997
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

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