ISSN 0439-755X
CN 11-1911/B

›› 2005, Vol. 37 ›› Issue (06): 819-825.

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The Information Processing Mode of ADs’ Gender Stereotype

Wang-Pei,Sun-Lianrong   

  1. College of EducationNorthwest Normal University, LanZhou, 730070, China
  • Received:2005-03-01 Revised:1900-01-01 Published:2005-11-30 Online:2005-11-30
  • Contact: Wang Pei

Abstract: Based on the confirmation that AD reflects the gender stereotype, acted attention levels, priming mode of stereotype, and subjects’ stereotypic degree as the main variables, the study probed the information-processing mode and character of ADS’ gender stereotype. The results suggested that: (1) The processing of gender stereotypic information in advertisements is a comprehensive result of the automatic processing and controlled processing. The stereotypic priming reduces to more automatic processing but counter-stereotypic priming reduces to more controlled processing. (2) The levels of distracted attention influences the controlled processing rather than automatic processing,and the controlled processing is most distributive on the fixed-attention condition. (3) Subjects with strong stereotype have more strict judgment criterion to the gender stereotypic information in advertisements.

Key words: gender stereotype, AD, information processing

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