CHAPTER ONE

INTRODUCTION

1.0 Introduction
This research will discuss about the gender stereotypes in household advertisements on TV3
channel. Hence, this chapter is related to the research background which is about the gender
stereotypes in advertisements in Malaysia context. In the same chapter contains research
problems that motivate the researcher to conduct a study on it. It also includes the objective
of the study which is the purpose of this study. The researcher has also included the objective
of the study which is under the scope of the study. Next chapter contains chapters and
division of chapters to facilitate the understanding of the readers. At the end of the chapter, it
is accompanied by the importance of this study.

1.1 Research Background

Advertising has been a medium to promote a certain product for decades. According
to Cambridge dictionary, advertisement is defined as a picture, sign, etc. that is used to make
a product or service known and persuade people to buy it. Indeed, advertising plays a rather
important role in our everyday life. Advertising helps to determine the image and also way of
life. It also affects the way how we think as well as on the attitude on ourselves. Advertising
shows various kinds of forms of behavior in a certain situation, determining the bad and good
thing. People tend to buy what people tell or advise them to do. Everyone in this world is
influenced by advertising without them realizing it because the effects sometimes go
unnoticed.
A lot of companies spent a huge amount of money on advertising campaigns a lot just
to make their products or services known to the public. Advertising is known as a “product of
the first necessity” for any enterprise which aims at a commercial success. According to
statistics media the money spent on advertising in Finland was 1313,1 million euro in 2012
and 1206,7 million euro in 2013. (Finnish Advertising Council, TNS Gallup, Ad Intelligence
2014). Besides that, advertising is not just about selling products or services. According to
Frolova (2014), “Advertising is directly linked to politics. It determines not only the purchase
of toothpaste, but also the choice of political candidate. In the end it determines the path of
political development of the country and the politics itself. This function of advertising is
very important in our society.”
 In historical context, advertisement has been done a long time ago since the existence
in prehistoric times. For instance, an Egyptian papyrus with the details about the upcoming
sale of a slave has been used in the old days. “Advertising in those days was presented by
written or oral announcement touting a particular product or service. The oral advertising was
spread by some sort of barker. Besides papyrus scrolls and wax boards, the written
advertising was embodied in inscriptions on roadside rocks, as well as on buildings.”
(Frolova, 2014).
However, there have been many issues happening when it comes to the content and
the portrayal shown in the advertisements for the past decades which have brought to the
light. One of the issues that will be highlighted in this research is the gender stereotypes in
household advertisements to be precise. “Stereotype is a widely held but fixed and
oversimplified image or idea of a particular type of person or thing.” (Fung and Ma, 2000).
As seen in many advertisements these days, the gender roles have been constructed in real
life and have been reflected in the advertisements to show what reality is. For example,
women are always portrayed as the housewives doing the house chores such as cleaning the
house, washing the clothes, and many more while on the other hand, men are always
portrayed to be the breadwinner of the family, working adults and many more. Such gender
roles in advertisements are actually a reflection of today’s society and many people view it as
problematic. “When it comes to gender stereotyping in advertising, the way the ad is decoded
by the human watching it, decides how that person, be it male or female, reacts to it.” (Menon,
Punkambekar, & Bhatia, 2015).
Therefore, this study was conducted to analyze the gender stereotypes in household
advertisements on TV3 channel and the perception of the public on these kinds of
advertisements. This study will be devoted to everyone from the range of 18 to 60 to assess
their perceptions of gender stereotypes in household advertisements.

1.2 Problem Statement

Most advertisements all around the world show advertisements that have stereotyped
elements especially for household advertisements. In Malaysia, we can see that many of the
household advertisements are of gender stereotypes where the women are always being
portrayed to be the one doing the household job such as cleaning the house, washing the
clothes, and many more. The gender stereotypes in household advertisements are a major
problem that every member of society needs to be taken seriously. The lack of awareness
regarding the problematic advertisements that showcase the gender stereotypes elements
could construct the way how the people think of the specific roles done by either gender.
Previous research has shown that the use of humor in ads where gender stereotyping is done
helps to create a more positive image of the stereotype and helps the cognitive processing
function to turn out to be more accepting than not (Eisend, Plagemann and Sollwedel, 2014).
The lack of awareness regarding this issue has normalized the thoughts of gender
stereotypes in advertisements are rather okay. In fact, it is another way round as gender
stereotypes in advertisements could lead to many problems such as constructing gender roles
in real life, objectifying women to be doing the household work and many more. The
normalization of this issue and the culture context have made people think that such
advertisements are okay to be advertised when the reality is not. Such advertisements could
offend many parties as women are not responsible in doing the work at home as portrayed in
most advertisements. Companies take this as an opportunity to use gender stereotypes in
advertisements to sell their products to their targeted audience which are housewives. Hence,
the problems stated need to be solved in this research in order to create a better understanding
on gender stereotypes in household advertisements and understanding the perception of
people on mentioned advertisements.

1.3 Research Objective

Based on the problem statement that needs to be solved, there are two research objectives that
have been identified:
i. The gender stereotypes in household advertisements on TV3 channel
ii. The perception of the public towards the gender stereotypes in
household advertisements

1.4 Research Questions

Gender stereotypes in household advertisements are often associated with a low level of
awareness of the public about gender stereotypes. The low level of awareness is associated
with minimal knowledge of gender stereotypes, which led to the misconception of the public
on gender stereotypes. Accordingly, based on the research problems discussed by the
researcher, there is a question in the study of the research which is how far the perception of
the public about the gender stereotypes in household advertisements. The question posed by
the researcher is based on the objective of the study.
1.5 Scope of Study
The study was conducted around the University of Malaya and Petaling Jaya. The main focus
of this study is for all undergraduate students comprising 17 faculties and anyone ranging
around the age of 18 to 60 years old. The selection of bachelor’s degree in University of
Malaya is because they belong to the list of young people and the public of the said criteria.
Other than that, we are also aiming at people around the age of 40 to 60 years old as they are
the good targeted audience who mostly watch TV compared to the undergraduate students.
This group of people mostly spend their time watching TV compared to the young people
who spend more time with their smartphones. Therefore, we have selected people of the age
of 18 to 60 to conduct this research.

CHAPTER 2
HIGHLIGHTS

2.0 Introduction
This chapter is discuss about literature review for researchers study topic which is related to
search and evaluation of the available literature in chosen topic area. Additionally, this
chapter also contain theoretical framework which is logically structured representation of the
concept, variable and also element with the purpose of clearly identifying what will be
explored examined, measured or described. On top of that, the researchers also involved
Cultivation Theory in this chapter which they used this theory in their study.

2.1 Literature Review

Gender stereotype in household advertisement on television become one of the issue in
society. Recent research shows that, in general, gender stereotyping in advertising still exists
and is prevalent in many countries around the world. The images of gender role stereotypes in
advertising have been criticized since before the 1970s and the Women's Movement. For an
example, almost all the washing or cleaning products must endorse by women and not men.
Courtney & Lockeretz (1971) and Wagner & Banos (1973) found that women were most
often seen in advertisements for cleaning products, drugs, clothing, and home appliances, and
men were more often seen in ads for cars, travel, alcoholic beverages, cigarettes, and banks.
“To not be influenced by advertising would be to live outside of culture. No human
being lives outside of culture” said by Sut Jhally, a professor of communication at University
of Massachusetts and founder of Executive Director of the Media Education
Foundation(Kilbourne, 1999). Because of advertisements are broadcast publicly so gender
stereotype of advertisement already brainwash the society that doing household is the
necessary work for women and young generation influence by advertisement and they have
the perception that household is done by mother. Knoll, Eisend and Steinhagen (2011)
developed a new way to measure the degree of stereotyping in advertising. They found that
gender stereotyping was still prevalent in television and that this stereotyping depends on the
type of channel (public vs.private channels) .Thus, the researchers used TV3 as their research
channel and using Cultivation Theory in their study.

2.1 Theoretical framework

This is a theoretical framework which researcher used Cultivation Theory to examine this
subject. Gender stereotype in household advertisement on TV3 is the research title for the
researchers. Theoretical framework gives a general background to support researchers
investigation and provide readers with a detailed justification for studies of this topic.
In this study, TV3 is the specific channel for researchers to do the research about
gender stereotype advertisement. Medium for this research is TV3 Channel ( advertisement
company) and audiences are the viewers of TV3 channel. Furthermore, the researchers do the
survey by using a Google form and spread it through social media in order to get the
respondents. This survey is very important because researchers can know how many
audiences are cultivate by content of television.
 Additionally, theoretical framework also involved the 3 factors which related to their
topic. There are presentation angle in advertisement, this is about how the gender stereotype
in household advertisement present on TV3 and let the viewers believe that what they watch
are true. Besides, frequency of watching advertisement is also one of the factor in survey
form. This is about how often audiences watched household advertisement on TV3 which
they may influence by television. The third factor is perception of the audience. The more
they watch household advertisements which are included gender stereotype, the higher
tendency they apply this stereotype in daily life.
The last part for theoretical framework is outcome for this research. Because
audiences learn and absorb what they watch through television without questioning whether
correct or wrong. So, this will affect their behavior and attitude in society.

2.2 Cultivation Theory

Cultivation theory is a theory that developed by G. Gerbner and later expanded upon by
Gerbner & Gross (1976 – Living with television: The violence profile. Journal of
Communication, 26, 76.) The theory proposes that the danger of television lies in its ability to
shape not a particular view point about one specific issue but in its ability to shape audiences
idea, perception of everyday life and general beliefs about the world. Moreover, this theory
also stated that high probability audiences of television are more susceptible to media
messages include advertisement and also they believe what they watch on television. So,
cultivation theory is the most basic form of social theory that examines the long term effects
of television and also deals with the content of television and how it affects and shapes
society of television viewers.
Often, people receive and absorb television messages passively without questioning
them (Kolbe & Langefeldt, 1993; Gilly, 1988). In consequence, people’s behaviours change
because, according to the cultivation theory, persuasion and learning can occur without
comprehension or deliberation (Gerbner, 1980) Television viewers may, therefore, learn
gender-stereotyped behaviour through repeated exposure to gender stereotyped messages
because just as stereotypes can convince people that advertisers’ images and messages have
value, they can also convince people that adverts themselves are right (Shrikhande, 2003).
This is because this theory stated that repeated exposures to media portrayals of a stereotype
may result in public acceptance of the stereotype reality.
According to the theory, people who watch television frequently are more likely to be
influenced by the messages or images from the world of television. This is because the basic
principles of this theory state that media affect audience perceptions of the world outside of
their immediate environment. It also suggests that repeated exposures to consistent media
portrayals influence their perceptions of the social reality including people, objects, and
environments.

2.2.1 Application of theory

Numerous studies stated that the person who watch more television, often will influences by
the culture that broadcast at television and already have a perception in their mind. For an
example in this study, they found that viewers of television have a high probability affected
by the culture of the advertisement which is gender stereotype already exist in their mind
especially younger generation. This is because they are a group watch television more
frequently compare to older.
The cultivation theory has been widely used in the study that related to television
programme. In this study, the researches used to explain how audiences who watch gender
stereotype advertisement become stereotype in gender and believe what they watch on
television is true in their life. Repeated exposure to this kind of commercial advertisement on
television reinforces existing beliefs that the women is a housewife. Bardwick and Schumann
(1967) analyzed female and male portrayals in television commercials and concluded that
women are portrayed primarily as home bound or as housewives. Moreover, seventy-five
percent of all advertisements using women were for products found in the kitchen or
bathroom, reinforcing the stereotype that a woman’s place is in the home. So, in long term
effect, viewers of television start to absorb these ideas which they then use as a map to
navigate through life. Thus, cultivation theory is the suitable theory for the researchers to do
their research in this topic.

CHAPTER 3
METHODOLOGY

3.0 Introduction

The methodology of the study refers to the methods and processes used to collect the material
and data that is required to achieve the objective of the study. The purpose of this study was
to examine the perception of the Media and Communication first- and second-year students
toward the gender stereotyped household advertisements on TV3 Channel. This chapter
therefore explains the methodology used to measure the attitude of student about gender
stereotyped advertisement in detail. Discussion of the methodology of the study will cover
the design of the study, the tools used to conduct research, population and sampling of the
study, pilot study, data collection and data analysis methods.

3.1 Research design

Quantitative methods - surveys are used in this study to observe the perception of the Media
and Communication students toward the gender stereotyped household advertisements on
TV3 Channel. According to Isaac & Michael (1997), survey research is used to answer
questions that have been raised, to solve problems that have been posed or observed, to assess
needs and set goals, to determine whether or not specific objectives have been met, to
establish baselines against which future comparisons can be made, to analyse trends across
time, and generally, to describe what exists, in what amount, and in what context. The
questionnaire survey method was found to be appropriate with the survey to be done which is
about respondents' attitude towards the subject of the questionnaire.

According to Mathers, Fox and Hunn (2007), questionnaires are a very convenient
way of collecting useful comparable data from a large number of individuals. However,
questionnaires can only produce valid and meaningful results if the questions are clear and
precise and if they are asked consistently across all respondents. The researcher has made
sure that the questions being asked in the questionnaire are easily understood by the
respondents of the study.

The researcher focused his studies among University of Malaya undergraduate Media
and Communication degree student. In this regard, a survey using a questionnaire was
conducted to collect and obtain information from respondents. However, all respondents'
information contained in the questionnaire will only apply for the purpose of this study. The
personal information of the respondent will be kept confidential by the researcher. This is to
enable respondents to answer questions comfortably without having to worry about the
information being disseminated to the public.
3.2 Population and Sampling

To conducting this study, the researcher has chosen the target population of study from
University of Malaya undergraduate Media and Communication degree first and second year
students. The total number of first- and second-year Media and Communication students are
shown in the table below. (Table 3.01)

Table 3.01

Total number of first- and second-year students

No Status of the Number of Students

Media and Communication
degree student
1 First-year 27
2 Second-year 30
Total 57

Based on the information obtained, the total number of students is 57. To obtain the
required number of samples, the Yamane formula (1967) is used. Considering the sample size
determination formula, it is found that the total sample size that will be used in this study is
50 students. The following is the way to calculate the sample size measurement:

n= N____
1 + Ne 2
Guidance:

n = sample size

N = population size

e = Error tolerance (0.05)

n= __ 57 _____
1+ 57(.05)2

n= 50 Medcom first- and second-year students

Meanwhile, for sample selection, a simple random sample was used in this study.
According to Frerichs (2008), simple random sample is where subjects in the population are
sampled by a random process, using either a random number generator or a random number
table, so that each person remaining in the population has the same probability of being
selected for the sample. Whereas, random sampling is easy to refer to the assumption that
each respondent has the same opportunity to be selected as a sample without any biased
selection. Moreover, sample selection not only reduces the number of subjects especially in
large populations, but also saves time, energy and cost of questionnaire.

The researcher conducted the survey through online by creating a Google form and
spreading it through social media such as Facebook and Whatsapp in certain groups in order
to reach the target respondents of the study.

3.3 Research measurement Instrument

The researcher selected the questionnaire for the purpose of collecting data for research use.
The researcher will send a set of questionnaires to each respondent. The questionnaire was
used to examine the perception of the Media and Communication first- and second-year
students toward the gender stereotyped household advertisements on TV3 Channel. All the
questions in questionnaire were in English to facilitate the respondents to understand each
question.

The questionnaire divided into two parts. Part A is for respondents' demographics and
part B on the perception of the Media and Communication first- and second-year students
toward the gender stereotyped household advertisements on TV3 Channel. Part A covers sex,
race and age. While part B is divided into three factors, factor A, factor B, and factor C.
Factor A includes questions about the view of the student on the presentation angle in
advertisements and has ten items. For factor B, it is about the frequency of students watching
advertisements during the TV commercial break. Factor B has ten items. Whereas, factor C
highlighted the perception of the audience. Factor C consists of ten questions items that are
related to it.

Additionally, each item in section B will use the Likert scale measurement method.
Measurement technique of using Likert scale is very suitable to measure one's perception or
attitude about something. According to Joshi et al (2015), Likert scale is applied as one of the
most fundamental and frequently used psychometric tools in educational and social sciences
research. With this context, through reviewing the available literature and then clubbing the
received information with coherent scientific thinking, this paper attempts to gradually build
a construct around Likert scale. This analytical review begins with the necessity of
psychometric tools like Likert scale and its variants and focuses on some convoluted issues
like validity, reliability and analysis of the scale. the data obtained through the Likert scale
have higher reliability than other scales. This is because respondents respond and give the
answers according to their own understanding of the questions raised.

Each item is given points or scores one to seven. Measurement of Likert scale has
seven scales. Each respondent needs to give one point or mark for each item that is answered.
To facilitate understanding of how the scores are given, it is shown in the following tables.

Table 3.02
Likert scale for factor A : Presentation Angle in Advertisements
Scale Measurement
1 Strongly disagree
2 Disagree
3 Partially disagree
4 Neutral
5 Partially agree
6 Agree
7 Strongly agree

Table 3.03
Likert scale for factor B : Frequency

Scale Measurement
1 Never
2 Slightly rare
3 Rarely
4 Occasionally
5 Frequently
6 Slightly frequently
7 Very frequently
Table 3.04
Likert scale for factor C : Perception of the Audience

Scale Measurement
1 Strongly disagree
2 Disagree
3 Partially disagree
4 Neutral
5 Partially agree
6 Agree
7 Strongly agree

3.4 Pilot Study

A mini study was conducted to 10 respondents represented by 10 students of the Department
of Media, Faculty of Arts and Social Sciences, University of Malaya. Pilot study was
conducted to measure or test the reliability of an instrument used for the research to be
carried out. Reliability means the accuracy and stability of the marks from the measurement
scale. The study, which was represented by 10 third year students of the Department of
Media, Faculty of Arts and Social Sciences, was conducted on May 23, 2019. This study was
conducted at the Dataran Sastera, Faculty of Arts and Social Sciences. Each respondent was
being asked to fill up the Google form that was sent by the researcher. The use of 10
respondents as subjects in pilot studies will not be counted as populations when the actual
studies are conducted.

When selecting respondents, the researcher will ask respondents first whether they
have the time and willingness to answer the questionnaire. If the individual selected to be a
respondent does not agree to be a respondent and answer the questionnaire, the researcher
will choose another respondent who agrees and volunteers to answer the questionnaire.
Before respondents answered all the questions, the researcher gave a brief explanation on
how to answer the questionnaire. The time taken by each respondent to complete the entire
answer is about five to seven minutes. The information obtained was analyzed using
Statistical Packages for Social Science (SPSS) version 25.
3.5 Reliability Test

In order to determine the accuracy, truth and usability of the research instrument, the
researcher conducted a reliability test on the instrument of the study. In testing the reliability
of the study instrument, according to Frankel and Wallen (1996), a test is only valid if the test
is about to measure what it wants to measure or should be measured. Therefore, the internal
validity method is used to prove the validity of the research instrument. To determine the
validity of the research instrument, the test was conducted by the supervisor to determine the
validity of the research instrument.

The reliability of the instrument is tested using internal consistency techniques.

According to Roid and Haladyna (1982), internal consistency is a method used to measure
the internal consistency of the instrument. Hence, the Cronbach’s alpha is a measure of
internal consistency, that is, how closely related a set of items are as a group. It is considered
to be a measure of scale reliability. According to Sekaran (2003), Cronbach's Alpha method
is most widely used to determine the reliability of a questionnaire. The results of this pilot
study showed that the instrument used to measure the perception of the Media and
Communication first- and second-year students toward the gender stereotyped household
advertisements on TV3 Channel is significant and acceptable.

The coefficient of Cronbach's Alpha correlation on factor A representing the

presentation angle of advertisement questions reaches the value of Cronbach's Alpha α = .791.
For factor B which focuses on the frequency shows the value of Cronbach's Alpha α = .655.
The value of Cronbach's Alpha for factor C reaches α = .738. This indicates that factor B has
lower reliability compared to the other factors. The pilot study result has been shown in the
table below (table 3.05).

Table 3.05

The pilot study result

Item Factor Value Alpha (α)

A1-A10 Presentation Angle in Advertisements .791
B1-B10 Frequency .655
C1-C10 Perception of the Audience .738

In addition, to measuring the validity and reliability of the instrument to carry out
actual research, the purpose of this pilot study was to determine the extent to which the
respondents understood each statement and question used. Based on the result, overall, the
respondents understand the questions and can answer the questions well.

3.6 Data Analysis and Hypothesis

This section describes the method of data analysis used in explaining the data of Media and
Communication first- and second-year students’ perception toward the gender stereotyped
household advertisements on TV3 Channel. In analysing the data, the researcher will apply
the quantitative method to present the results of the research obtained from the questionnaires
distributed to 50 respondents. The data obtained from the questionnaires will be analysed
using the Statistical Package for Social Science (SPSS) Version 25 software with statistical
techniques in the form of descriptive and inferential analysis.

3.7 Hypothesis of Study

The hypothesis of the research that was formed by the researcher was based on the research
problems and the objectives of the study. Among the hypotheses proposed are as follows:

H01 The more women endorse household product, the more people think that stereotyped
advertisements are normalized in this country.

H02 Women are Frequently Used to Portrayed as Housewives in Most Household

Advertisements on TV3 Channel.

H03 Gender Stereotyped Household Advertisements Influenced the Way of People Think
of Gender Roles in the Society.

CHAPTER FOUR

RESULT OF INVESTIGATION

4.0 Introduction

This chapter will present the findings of the researcher on the gender stereotype in television
commercials. In this chapter, the researcher will analyse the data obtained from the
respondents to gain the results for the study conducted. Generally, the results of the
perception of respondent’s perceptions about gender stereotypes in television commercials
have two parts Firstly, findings on respondents' backgrounds through descriptive analysis
methods use frequency and percentage and second part of inference analysis. In answer to the
hypothesis, the researcher uses the Spearman correlation test to state the relationship between
two ordinal variables.

Descriptive analysis

4.1 Respondent demographic background

This study was carried out on 50 respondents who are the first year and second year students
of media studies department. Based on the findings of the survey, in terms of gender, female
respondents recorded the highest percentage in responding to the questionnaire with
percentage value of 54 per cent or 27 persons, while 42 per cent or 21 men, and also 2
persons or 4 per cent prefer not to say answered the questionnaires in this study (Table 4.1).

Table 4.1 Gender of Respondents

Sex Frequency Percentage (%)

Male 27 54.0
Female 21 42.0
Prefer not to say 2 4.0
Total 50 100.0

Percentage of respondents by sex

Figure 4.1 Percentage of respondents by sex.

Besides, this study divides races into four categories which are Malay, Chinese, Indian and
other. Based on the data obtained, the highest percentage of race is Malay, with a value of 66
per cent or 33 people. For Chinese respondents, there are 28 per cent or 14 people. Then,
Indian respondents had recorded a value of 4 per cent or 2 people. Meanwhile, the other
which is Murut has a percentage value of 2 per cent or 1 respondent (Table 4.2).

Table 4.2 Race of Respondents

Race Frequency Percentage (%)

Malay 33 66
Chinese 14 28
Indian 2 4
Other 1 2
Total 50 100.0

Race

Malay
28%
Chinese
Indian
Other (Murut)
68%

Figure 4.2 Percentage of respondents by race.

4.2 Summary of the Hypothesis Assessment

When assessing hypothesises, the Spearman correlation test will be used to determine both
the ordinal-scale variables. It is a non-parametric test.
4.21 Spearmen Correlation Test

H01 The more women endorse household product, the more people think that stereotyped
advertisements are normalized in this country.

Table 4.4 Relationship between women endorses household product and the normalization of
stereotyped advertisements.

Correlations
Frequency of seeing Stereotyped
woman endorses advertisements are
household product. normalized.
Spearman's rho Frequency of seeing Correlation Coefficient 1.000 .305*
woman endorses Sig. (2-tailed) . .031
household product. N 50 50
Stereotyped Correlation Coefficient .305* 1.000
advertisements are Sig. (2-tailed) .031 .
normalized. N 50 50
*. Correlation is significant at the 0.05 level (2-tailed).

Based on table 4.4, Spearmen Correlation Test has been conducted to the frequency of
women endorse household product with the normalization of stereotyped advertisements.
This hypothesis shows the positive relationship between the frequency of women endorse
household product with the normalization of stereotyped advertisements is significant at
p<0.05 (2-tailed). Thus, there is a significant relationship between women endorse household
product with the normalization of stereotyped advertisements. Based on the finding, the
frequency of women endorse household product have link to the normalization of stereotyped
advertisements at r=.305 and p<0.05 (p=.031). Thus, the alternative hypothesis can be
accepted because there is a relationship between the frequency of women endorse household
product with the normalization of stereotyped advertisements despite the low rate between
these two term.
H02 Women are Frequently Used to Portrayed as Housewives in Most Household
Advertisements on TV3 Channel.

Table 4.5 Relationship between frequency of watching household advertisement on TV3 and
the frequency of watching women as housewives in advertisements.

Correlations
Frequency of Frequency of
watching watching
household women as
advertisement on housewives in
TV3. advertisements.
Spearman's rho Frequency of watching Correlation Coefficient 1.000 .316*
household advertisement on Sig. (2-tailed) . .025
TV3. N 50 50
Frequency of watching Correlation Coefficient .316* 1.000
women as housewives in Sig. (2-tailed) .025 .
advertisements. N 50 50
*. Correlation is significant at the 0.05 level (2-tailed).

Based on table 4.5, Spearmen Correlation Test was conducted on the frequency of watching
household advertisement on TV3 and the frequency of watching women as housewives in
advertisements. This hypothesis shows positive correlation between frequency of watching
household advertisement with the frequency of watching women as housewives in
advertisements is significant at p<0.05 (2-tailed). Thus, there is a significant relationship
between the frequency of watching household advertisement and the frequency of watching
women as housewives in advertisements. Based on the finding the frequency of watching
household advertisement on TV3 have link to the frequency of watching women as
housewives at r=.316 and p<0.05 (p=.025). Hence, the alternative hypothesis can be
accepted because there is a relationship between the frequency of watching household
advertisement on TV3 and the frequency of watching women as housewives in
advertisements despite their low rates of association.
H03 Gender Stereotyped Household Advertisements Influenced the Way of People Think
of Gender Roles in the Society.

Table 4.6 Relationship between the frequency of watching household advertisement on TV3
and the construction of gender roles in household advertisements.

Correlations
Frequency of Gender roles
watching are constructed
household through
advertisement household
on TV3. advertisements.
Spearman's rho Frequency of watching Correlation Coefficient 1.000 .209*
household advertisement on Sig. (2-tailed) . .145
TV3. N 50 50
Gender roles are constructed Correlation Coefficient .209* 1.000
through household Sig. (2-tailed) .145 .
advertisements. N 50 50

*. Correlation is significant at the 0.05 level (2-tailed).

Based on table 4.6, Spearmen Correlation Test was conducted on the frequency of watching
household advertisement on TV3 and the construction of gender roles in household
advertisements. This hypothesis showed positive correlation between the frequency of
watching household advertisement on TV3 with the construction of gender roles in household
advertisements was significant at p <0.05 (2-tailed). Thus, there is a significant relationship
between the frequency of watching household advertisement on TV3 and the construction of
gender roles in household advertisements. The results show that the frequency of watching
household advertisement on TV3 have link with the construction of gender roles in household
advertisements, with r = .209 and p <0.05 (p .145). Thus, the alternative hypothesis can be
accepted due to the relationship between the frequency of watching household advertisement
on TV3 and the construction of gender roles in household advertisements.
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