Sex role portrayal in television advertising: A comparative study of Singapore and Malaysia

Men and women have been used to promoting products and services in advertisements since time immemorial. Past research has shown that their depiction was by no means accurate or realistic. Men are typically shown as “macho” while women are usually seen as housewives. Compares the portrayal of both sexes in television advertising from Singapore and Malaysia. Commercials were videotaped from SBC 5 (Singapore), RTM 1 and TV 3 (Malaysia). In addition, the findings were matched against the actual demographics of the respective countries. Although they were manifested differently, characters in both countries′ advertisements were found to be stereotyped. Demographics of the respective countries′ population were also not reflected in the commercial.