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

›› 2006, Vol. 14 ›› Issue (2): 281-.

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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

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

CLC Number: