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Beer commercials and male stereotype...

Lopez, Justine E.

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Beer commercials and male stereotypes: Cultivation of the perception of male relational deception.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Beer commercials and male stereotypes: Cultivation of the perception of male relational deception./
Author:	Lopez, Justine E.
Description:	78 p.
Notes:	Source: Masters Abstracts International, Volume: 49-03, page: 1448.
Contained By:	Masters Abstracts International49-03.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1487616
ISBN:	9781124405391

Beer commercials and male stereotypes: Cultivation of the perception of male relational deception.
Lopez, Justine E.

Beer commercials and male stereotypes: Cultivation of the perception of male relational deception. - 78 p.

Source: Masters Abstracts International, Volume: 49-03, page: 1448.

Thesis (M.A.)--California State University, Fullerton, 2010.

This study examined television advertising and the cultivation of stereotypes and social perceptions among viewers. Using Gerbner's Cultivation Theory, the study investigated the gender-specific stereotype of "male relational deception." Instances of male relational deception are increasingly prevalent in current media representations of men---especially beer ads---which depict men who are purposefully deceptive, misleading, and dishonest toward their romantic partners. Through an experimental investigation, this study examined the cultivation of stereotypes when exposed to advertisements.

ISBN: 9781124405391Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Beer commercials and male stereotypes: Cultivation of the perception of male relational deception.
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020 $a 9781124405391
035 $a (UMI)AAI1487616
035 $a AAI1487616
040 $a UMI $c UMI
100 1 $a Lopez, Justine E. $3 1683043
245 1 0 $a Beer commercials and male stereotypes: Cultivation of the perception of male relational deception.
300 $a 78 p.
500 $a Source: Masters Abstracts International, Volume: 49-03, page: 1448.
500 $a Adviser: Dean Kazoleas.
502 $a Thesis (M.A.)--California State University, Fullerton, 2010.
520 $a This study examined television advertising and the cultivation of stereotypes and social perceptions among viewers. Using Gerbner's Cultivation Theory, the study investigated the gender-specific stereotype of "male relational deception." Instances of male relational deception are increasingly prevalent in current media representations of men---especially beer ads---which depict men who are purposefully deceptive, misleading, and dishonest toward their romantic partners. Through an experimental investigation, this study examined the cultivation of stereotypes when exposed to advertisements.
520 $a This phenomenon was tested using a quantitative experimental study (N=150) in which male and female participants were exposed to a beer advertisement portraying an overt act of male relational deception. Using a survey measure, participant perception of male relational deception and general trust were examined. Data supported the hypothesis that exposure to the ad would cultivate lower levels of trust in men among participants. However, data did not support the hypothesis that ad exposure would impact viewer perception of male relational deception, though results approached significance. Data did not support significant gender differences based on exposure to the ad. The limitations and implications of the study are also discussed.
590 $a School code: 6060.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Multimedia Communications. $3 1057801
650 4 $a Mass Communications. $3 1017395
650 4 $a Gender Studies. $3 898693
690 $a 0338
690 $a 0558
690 $a 0708
690 $a 0733
710 2 $a California State University, Fullerton. $3 1017845
773 0 $t Masters Abstracts International $g 49-03.
790 1 0 $a Kazoleas, Dean, $e advisor
790 $a 6060
791 $a M.A.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1487616