Abstract
An examination of the general perceptions of adult businesspeople regarding their sex role portrayals in advertising was undertaken in Singapore. As opposed to previous work, this study focused not on general perceptions, but on perceptions regarding the advertising depictions of sex roles by specific industry advertisers (e.g., Fast Food, HealthFitness, Personal Care, and Alcoholic Beverages). The sample population were 120 Singaporean businesspeople in an executive MBA program offered through an American Business School. The average age of the respondents was 32.5 years with 83 females and 3 7 males participating. The questionnaire was pretested in Singapore in English with focus groups, which indicated that there were no conceptual equivalency problems. The participants understood the items, and there were no problems noted with the scales, which were utilized. Anonymity was assured, and each respondent was given examples for each of the specific industries in question (e.g., pizza for fast food, running shoes for health/fitness, soap for personal care products, and beer for alcoholic beverages).
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