by Mak Kong-yin, Anna, Wong Wing-han, Angela. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 150-152. / ACKNOWLEDGEMENT --- p.ii / EXECUTIVE SUMMARY --- p.iii / TABLE OF CONTENTS --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Title of the Project --- p.1 / Literature Review --- p.1 / Statement of the Problem --- p.5 / Purpose of Study --- p.5 / Objectives --- p.5 / Justification --- p.6 / Scope of the Study --- p.6 / Hypothesis / Methodology --- p.9 / Types of Data --- p.9 / Sample Design --- p.9 / Data Collection Forms --- p.11 / Chapter II. --- SURVEY ON ADVERTISING PROFESSIONAL (INTRA GROUP COMPARSION) --- p.13 / Attitude on Gender Portrayal in TV Commercials --- p.13 / Traditional Gender Portrayal --- p.13 / Progressive Gender Portrayal --- p.15 / Selected Beer TV Commercials --- p.18 / Progressive Portrayal (San Miguel) vs Traditional Portrayal (Carlsberg) --- p.18 / Selected Seasoning Commercials --- p.20 / Progressive Portrayal (Lee Kum Kee) vs Traditional Portrayal (Maggi Sauce) --- p.20 / Conclusion --- p.21 / Chapter III. --- QUALITATIVE SURVEY ON CONSUMERS' ATTITUDE (INTRA GROUP COMPARSION) --- p.22 / Male Opinion --- p.24 / Attitude on Gender Portrayal in TV Commercials --- p.24 / Attitude on Gender Portrayal in Beer TV Commercials --- p.25 / Attitude on Gender Portrayal in Seasoning TV Commercials --- p.26 / Selected Beer TV Commercials --- p.27 / Selected Seasoning TV Commercials --- p.29 / Female Opinion --- p.32 / Attitude on Gender Portrayal in TV Commercials --- p.33 / Attitude on Gender Portrayal in Beer TV Commercials --- p.33 / Attitude on Gender Portrayal in Seasoning TV Commercials --- p.34 / Selected Beer TV Commercials --- p.35 / Selected Seasoning TV Commercials --- p.37 / Conclusion --- p.39 / Chapter IV. --- QUANTITATIVE CONSUMERS SURVEY (INTRA GROUP COMPARSION) --- p.40 / Attitude on Gender Portrayal in TV Commercials --- p.41 / Traditional Gender Portrayal --- p.41 / Progressive Gender Portrayal --- p.43 / Selected Beer TV Commercials --- p.45 / Progressive Portrayal (San Miguel) vs Traditional Portrayal (Carlsberg) --- p.45 / Selected Seasoning TV Commercials --- p.47 / Progressive Portrayal (Lee Kum Kee) vs Traditional Portrayal (Maggi Sauce) --- p.47 / Conclusion --- p.48 / Chapter V. --- INTER-GROUPS COMPARSION OF ATTITUDE & PERCEPTION OF PRACTITIONERS & CONSUMERS --- p.49 / Attitude on Gender Portrayal in TV Commercials --- p.49 / Traditional Gender Portrayal --- p.49 / Progressive Gender Portrayal --- p.53 / Preference on Traditional vs Progressive Portrayals --- p.53 / General TV Commercials --- p.53 / Beer TV Commercials --- p.55 / Seasoning TV Commercials --- p.56 / Conclusion --- p.57 / Chapter VI. --- MARKETING IMPLICATIONS --- p.58 / On Male Role Play --- p.58 / Beer TV Commercials --- p.58 / Seasoning TV Commercials --- p.60 / On Female Role Play --- p.62 / Beer TV Commercials --- p.62 / Seasoning TV Commercials --- p.63 / Conclusion --- p.65 / Chapter VII. --- RECOMMENDATIONS FOR FUTURE RESEARCH --- p.66 / Limitations --- p.66 / Recommendations --- p.67 / APPENDIX --- p.68 / BIBLIOGRAPHY --- p.150