受众对广告中性别角色定型反应的研究  

Research on Audience Response to Gender Stereotypes in Advertisements

作　　者：钟建安[1] 叶耀荣[1] 楼劼[1] 

机构地区：[1]浙江大学心理与行为科学系,杭州310028

出　　处：《应用心理学》2005年第4期375-380,共6页Chinese Journal of Applied Psychology

摘　　要：为了了解广告中性别角色定型对受众产生的影响,通过问卷调查,探讨了个体性别角色、性别、年龄和受教育程度对广告中性别角色定型反应的影响过程。结果发现:性别、个体性别角色(分为传统性别角色和非传统性别角色)、年龄和受教育程度可以通过女性自主性意识间接影响受众对广告中女性模特被冒犯性描述的知觉,进而影响受众对企业的负面评价和购买欲望;研究同时发现年龄可以直接预测受众的购买欲望。This study conducted a questionnaire survey to explore how such variables as sex role, sex, age, and education influenced audience response to gender stereotypes in advertisements. The re sults showed that through female autonomy, sex, sex role （including traditional sex role and nontraditional sex role）, age and education would influence the audience＇s perception of ofensiveness of female role portrayals in advertisements, which would have a negative influence on the manufacturers corporate image and the audience＇s purchase intention. The study also showed that age was a direct predictor of the audience＇s purchase intention.

关 键 词：性别角色定型 广告 女性自主性意识 

分 类 号：B849[哲学宗教—应用心理学] F713.8[哲学宗教—心理学]