TY  - JOUR
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.
VL  - 15
IS  - 5
SN  - 0263-4503
DO  - 10.1108/02634509710177305
UR  - https://doi.org/10.1108/02634509710177305
AU  - Siu Wai‐sum
AU  - Kai‐ming Au Alan
PY  - 1997
Y1  - 1997/01/01
TI  - Women in advertising: a comparison of television advertisements in China and Singapore
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 235
EP  - 243
Y2  - 2024/04/20
ER  -