ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2006, Vol. 14 ›› Issue (2): 281-.

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电视广告中性别角色定型研究述评

钟建安;楼劼;叶耀荣   

  1. 浙江大学心理与行为科学系，杭州310028
  • 收稿日期:2005-04-15 修回日期:1900-01-01 出版日期:2006-03-15 发布日期:2006-03-15
  • 通讯作者: 钟建安

Gender Stereotypes in Television Advertisements

Zhong Jianan;Lou Jie,  Ye Yaorong   

  1. Department of Psychology and Behavioral Science , Zhejiang University , Hangzhou 310028, China
  • Received:2005-04-15 Revised:1900-01-01 Online:2006-03-15 Published:2006-03-15
  • Contact: Zhong Jianan

PDF (PC)

5912

被引次数

30

摘要： 文章首先介绍了性别角色定型的相关概念和广告中性别角色定型研究的理论基础，然后从内容分析和受众反应两个角度回顾并总结了有关电视广告中性别角色定型的研究。内容分析的结果表明：虽然经过了20多年的女权运动，电视广告中的性别角色定型并没有减弱；电视广告中的性别角色定型具有国际普遍性。受众反应的结果表明：受众对电视广告中的性别角色定型的反应是一个复杂的过程，会受到多种因素，比如性别、年龄、受教育程度和女性主义意识等的影响

关键词: 性别角色定型, 广告, 内容分析

Abstract: At first, this article introduced the related concepts of gender stereotypes and the theoretical base of the researches on the gender stereotypes in television advertisements. The article reviewed the researches on the gender stereotypes in television advertisements from the points of view of the content analysis and audience’s response. The results of content analysis showed that despite the feminist movement for more than 20 years, the gender stereotypes in television advertisements had not been reduced yet and it was universal around the world. The results of audience’s response showed that audience’s response to the gender stereotypes in television advertisements was a complex process and was influenced by many factors, such as sex, age, level of education，feminist consciousness and so on

Key words: gender stereotypes, advertisement, content analysis

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