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/60386/1/The%20perception%20of%20viewers%20on%20female%20role%20portrayals%20in%20Malaysian%20television%20advertisements.pdf |