Sex role stereotyping in television ads in Singapore.

Abstract

This dissertation looks at the extent of sex-role stereotyping in television advertisements in Singapore. A content analysis of advertisements on Singapore's English channel, Channel 5, was carried out. A week of day time and prime time advertisements were analysed. The study revealed that women were portrayed in diverse roles in Singapore. However, traditional sex role stereotyping was still present in some areas. For example, women still tend to be shown as beauty seekers and homemakers. They were also shown in more home settings than men. This can be attributed to the three cultures Malay, Chinese and Indian, that have shaped the Singapore society. In these cultures, patriarchal ideas are still being practised where women play a more submissive role while men are seen as authorities.