Contemporary Singaporean male and female perceptions of male role portrayals in advertisements.

Abstract

This study of Singapore consumers' perceptions of subservient male role portrayals in advertisements and the effects of consumers' negative perceptions on company image and sales finds that Singapore consumers' perceptions are different between the gender. However, both male and female consumers are neutral to the company image and in their purchase intent of the product(s) of the company which uses potentially offensive advertisements.