Gender stereotypical portrayal in masculine & feminine product TV commercials: a study of the perception discrepancy between advertising professional & consumers.

• Other Authors: Mak, Kong-yin.
• Format: Others
• Language: English
• Published: Chinese University of Hong Kong 1991
• Subjects: Advertising > Television programs; Advertising > Television programs > China > Hong Kong
• Online Access: http://library.cuhk.edu.hk/record=b5886853; http://repository.lib.cuhk.edu.hk/en/item/cuhk-318678

by Mak Kong-yin, Anna, Wong Wing-han, Angela. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. === Bibliography: leaves 150-152. === ACKNOWLEDGEMENT --- p.ii === EXECUTIVE SUMMARY --- p.iii === TABLE OF CONTENTS --- p.v === Chapter === Chapter I. --- INTRODUCTION --- p.1 === Title of the Project --- p.1 === Literature Review --- p.1 === Statement of the Problem --- p.5 === Purpose of Study --- p.5 === Objectives --- p.5 === Justification --- p.6 === Scope of the Study --- p.6 === Hypothesis === Methodology --- p.9 === Types of Data --- p.9 === Sample Design --- p.9 === Data Collection Forms --- p.11 === Chapter II. --- SURVEY ON ADVERTISING PROFESSIONAL (INTRA GROUP COMPARSION) --- p.13 === Attitude on Gender Portrayal in TV Commercials --- p.13 === Traditional Gender Portrayal --- p.13 === Progressive Gender Portrayal --- p.15 === Selected Beer TV Commercials --- p.18 === Progressive Portrayal (San Miguel) vs Traditional Portrayal (Carlsberg) --- p.18 === Selected Seasoning Commercials --- p.20 === Progressive Portrayal (Lee Kum Kee) vs Traditional Portrayal (Maggi Sauce) --- p.20 === Conclusion --- p.21 === Chapter III. --- QUALITATIVE SURVEY ON CONSUMERS' ATTITUDE (INTRA GROUP COMPARSION) --- p.22 === Male Opinion --- p.24 === Attitude on Gender Portrayal in TV Commercials --- p.24 === Attitude on Gender Portrayal in Beer TV Commercials --- p.25 === Attitude on Gender Portrayal in Seasoning TV Commercials --- p.26 === Selected Beer TV Commercials --- p.27 === Selected Seasoning TV Commercials --- p.29 === Female Opinion --- p.32 === Attitude on Gender Portrayal in TV Commercials --- p.33 === Attitude on Gender Portrayal in Beer TV Commercials --- p.33 === Attitude on Gender Portrayal in Seasoning TV Commercials --- p.34 === Selected Beer TV Commercials --- p.35 === Selected Seasoning TV Commercials --- p.37 === Conclusion --- p.39 === Chapter IV. --- QUANTITATIVE CONSUMERS SURVEY (INTRA GROUP COMPARSION) --- p.40 === Attitude on Gender Portrayal in TV Commercials --- p.41 === Traditional Gender Portrayal --- p.41 === Progressive Gender Portrayal --- p.43 === Selected Beer TV Commercials --- p.45 === Progressive Portrayal (San Miguel) vs Traditional Portrayal (Carlsberg) --- p.45 === Selected Seasoning TV Commercials --- p.47 === Progressive Portrayal (Lee Kum Kee) vs Traditional Portrayal (Maggi Sauce) --- p.47 === Conclusion --- p.48 === Chapter V. --- INTER-GROUPS COMPARSION OF ATTITUDE & PERCEPTION OF PRACTITIONERS & CONSUMERS --- p.49 === Attitude on Gender Portrayal in TV Commercials --- p.49 === Traditional Gender Portrayal --- p.49 === Progressive Gender Portrayal --- p.53 === Preference on Traditional vs Progressive Portrayals --- p.53 === General TV Commercials --- p.53 === Beer TV Commercials --- p.55 === Seasoning TV Commercials --- p.56 === Conclusion --- p.57 === Chapter VI. --- MARKETING IMPLICATIONS --- p.58 === On Male Role Play --- p.58 === Beer TV Commercials --- p.58 === Seasoning TV Commercials --- p.60 === On Female Role Play --- p.62 === Beer TV Commercials --- p.62 === Seasoning TV Commercials --- p.63 === Conclusion --- p.65 === Chapter VII. --- RECOMMENDATIONS FOR FUTURE RESEARCH --- p.66 === Limitations --- p.66 === Recommendations --- p.67 === APPENDIX --- p.68 === BIBLIOGRAPHY --- p.150