Level of androgyny, media exposure and students' evaluation of gender stereotypic advertisements in Hong Kong.

Leung Hoi Man.Thesis (M.Phil.)--Chinese University of Hong Kong, 2004.Includes bibliographical references (leaves 77-82).Abstracts in English and Chinese ; questionnaire in Chinese.Chapter I. --- Introduction --- p.1Chapter II. --- Literature ReviewChapter A. --- The concept of gender-role orientation and related studies --- p.5Chapter B. --- The concept of androgyny --- p.9Chapter C. --- "Related studies on gender-role orientation and the perception of ""gendered"" advertisements" --- p.12Chapter D. --- "Evaluation of ""gendered"" advertisements from a cultivation perspective and related studies" --- p.16Chapter E. --- The concepts of life style and socioeconomic status and their interaction with gender-role orientation --- p.21Chapter III. --- Hypotheses --- p.29Chapter IV. --- MethodologyChapter A. --- Questionnaire design --- p.35Chapter B. --- Sample design --- p.39Chapter C. --- Variable construction --- p.41Chapter V. --- ResultsChapter A. --- Hypothesis testing --- p.48Chapter B. --- Further findings --- p.51Chapter C. --- Analysis --- p.60Chapter VI. --- Conclusion and Discussion --- p.68Chapter VII. --- AppendicesChapter A. --- Hypothesis model --- p.72Chapter B. --- Sample questionnaire --- p.73Chapter VIII. --- References --- p.7