ISSN 0439-755X
CN 11-1911/B
主办：中国心理学会
　　　中国科学院心理研究所
出版：科学出版社

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

• • 上一篇    下一篇

广告中性别刻板印象的信息加工方式

王沛,孙连荣   

  1. 西北师范大学教育科学学院，兰州 730070
  • 收稿日期:2005-03-01 修回日期:1900-01-01 发布日期:2005-11-30 出版日期:2005-11-30

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 Online:2005-11-30 Published:2005-11-30

PDF (PC)

4130

摘要： 通过操纵注意方式、刻板印象的启动方式及被试的刻板化状态，探讨了广告中性别刻板印象信息加工的方式和特点。结果表明：（1） 广告中性别刻板印象信息的加工是自动化加工和控制性加工共同作用的结果，刻板化启动引起更多的自动化加工，反刻板化启动引起更多的控制性加工；（2）注意方式影响广告中性别刻板印象信息的控制性加工而不影响其自动化加工，集中注意时控制性加工的贡献最大；（3）对于广告中的性别刻板化信息，刻板化程度高的人具有更严格的判断标准。

关键词: 性别刻板印象, 广告, 信息加工

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

中图分类号: