Wee, Chow‐Hou; Choong, Mei‐Lan; Tambyah, Siok‐Kuan - In: International Marketing Review 12 (1995) 1, pp. 49-64
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...