杂志广告中的性别角色定型的实证研究  

Positive Research into Gender Stereotypes in Magazine Advertisements

作　　者：叶耀荣[1] 钟建安[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：《人类工效学》2006年第2期4-6,共3页Chinese Journal of Ergonomics

摘　　要：为了解中国杂志广告中是否存在性别角色定型,通过对中国13类大众杂志广告的内容分析,探讨了男性和女性在8个维度上的分布。结果发现在年龄维度、是否关注自己的外表维度、可信性维度、角色维度和产品分类维度上都有显著性别差异。在男权主义维度上,女性的分布存在显著差异。In order to explore whether gender stereotypes existing in Chinese magazine advertisements, the study examined the portrayal of men and women in 8 categories by conducting content analysis of the central figure in the 13 kinds of the mass magazine advertisements in China. The results showed that men and women varied significantly in age, concern for their own appearance, credibility, role and product categories. Women varied significantly on level of sexism.

关 键 词：杂志广告 性别角色定型 内容分析 

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