Gender Role Stereotypes in Malaysian Television Advertisements

This book is based on a study to determine and identify audience s perceptions and awareness on gender role stereotypes in advertisements. The degree and frequency levels of gender role stereotypes in Malaysian television s advertisements were tabulated. Gender role stereotypes have not been fully and extensively explored in Malaysia. This is dissipative as advertising is a very powerful genre in persuading and manipulating the audience.

Autorentext

Roszainora Setia ha sido profesora de la Universiti Teknologi MARA (UiTM) de Malasia desde 1996. Actualmente es profesora titular especializada en Lenguaje y Comunicación de los Medios y su interés de investigación se centra en el discurso sobre el género desde una perspectiva crítica.

Klappentext

This book is based on a study to determine and identify audience''s perceptions and awareness on gender role stereotypes in advertisements. The degree and frequency levels of gender role stereotypes in Malaysian television''s advertisements were tabulated. Gender role stereotypes have not been fully and extensively explored in Malaysia. This is dissipative as advertising is a very powerful genre in persuading and manipulating the audience.