TY - JOUR
T1 - Women in advertising
T2 - a comparison of television advertisements in China and Singapore
AU - Siu, Wai sum
AU - Kai-ming au, Alan
PY - 1997/9/1
Y1 - 1997/9/1
N2 - Over the years, research studies have found sex stereotyping in television advertisements. However, those studies typically examined western television commercials only, leaving open the question of the cultural influence on advertising’s sex-role portrayal in emerging Pacific-rim markets. Presents an extension of a previous study undertaken by Gilly in 1988 to analyse sex roles in advertising and compare content analysis findings for Chinese and Singaporean television advertisements. Results reveal that stereotypes are found in the advertising of Singapore and China, but are manifested in different ways. Discusses implications for western advertising managers.
AB - Over the years, research studies have found sex stereotyping in television advertisements. However, those studies typically examined western television commercials only, leaving open the question of the cultural influence on advertising’s sex-role portrayal in emerging Pacific-rim markets. Presents an extension of a previous study undertaken by Gilly in 1988 to analyse sex roles in advertising and compare content analysis findings for Chinese and Singaporean television advertisements. Results reveal that stereotypes are found in the advertising of Singapore and China, but are manifested in different ways. Discusses implications for western advertising managers.
KW - Advertising
KW - Stereotyping
KW - Television
KW - Women
UR - http://www.scopus.com/inward/record.url?scp=84986180537&partnerID=8YFLogxK
U2 - 10.1108/02634509710177305
DO - 10.1108/02634509710177305
M3 - Article
AN - SCOPUS:84986180537
SN - 0263-4503
VL - 15
SP - 235
EP - 243
JO - Marketing Intelligence & Planning
JF - Marketing Intelligence & Planning
IS - 5
ER -