Survey : http://www.kwiksurveys.com/online-survey.php?surveyID=CLNEL_80d32430
So, we started off with a survey conducted on the internet since 28th February til 10th March. The survey contains 13 questions, ranging from open-ended to close-ended questions.
30 people participated in the survey.
The results were compiled and analyzed. This is how it is interpreted:
63% - agreed that advertising content directly influence their lives.
Male stereotype has a negative influence on youth
Majority agreed that male stereotype has negative influence on youth. From the majority,
78% of them are in between the age of 17 and 19;
highest percentage, at 84% came from the 20 to 22 age group;
while the 23-25 age group reported the lowest percentage, at 71%.
Accurate potrayal of male characteristics in advertisment
53% disagreed with the fact that male stereotype in advertisements accurately portray men in real life.
A small percentage of 6% agreed.
77% of the youths’ opinion was that men in advertisement were someone they could relate to or was a role model to them. On the other hand, 17% of the male youth wished to copy the male representations in advertisements.
Men featured in advertisement influence the perception of men in real life
Almost 50% disagreed that men featured in an advertisement influenced their perception of men in real life. Only 20% agreed.
Ranking on male stereotype trends in advertisement
The number 1 on the list is pretty boy stereotype. The pretty boy or soft masculinity stereotype is common in Asia where guys have a feminine look and manner.
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lets comment on how to conclude these findings.
ReplyDeleteEg. the last finding where the most often seen stereotype = pretty boy/ soft masculinity.
This could be the result of the current trend of idolizing pop bands by youths.
It is expected that the beer drinking guy would be at the bottom of the ranking. This is most probably because, Malaysia being a majority Muslim country prohibits Muslim from drinking, therefore beer ads are uncommon here.
Is a sad fact that caring family man is not so much of what people are seeking out for these days to be an example. Instead, the trend is leaning more towards the outward appearances. The fact is the society is failing to see what is more important these days. Appearances and wealth in advertisement is what the market wants these days.
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