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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.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Beer commercials and male stereotypes: Cultivation of the perception of male relational deception./
作者:	Lopez, Justine E.
面頁冊數:	78 p.
附註:	Source: Masters Abstracts International, Volume: 49-03, page: 1448.
Contained By:	Masters Abstracts International49-03.
標題:	Business Administration, Marketing. -
電子資源:	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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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.
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