广告中人物角色的性别刻板印象效应

A Study on the Gender Stereotypic Effect of the Character Role in Ads

研究选取广告的呈现方式、呈现时间及广告词的呈现方式为变量,探查了广告中人物角色的性别刻板印象效应。结果发现:(1)广告中的性别刻板印象与三种因素之间存在交互作用,但在不同的启动条件下其作用方式不同;(2)伴随着广告出现的功能性介绍增强人们对产品的需要程度,而具有艺术性设计的广告词增强人们对产品的喜欢程度;(3)刻板化状态影响判断标准,高刻板化程度者的判断标准更严格。

By selecting advertisements＇ presentation mode, advertisements＇ presentation time span and messages＇ presentation modes as variables, the study tested the gender stereotypic effect in ads. The following results were obtained： （1） the interactions between the gender stereotype and three influence factors were found, but the process of dissimilar priming of gender stereotype was different; （2） the functional introduction added to an ad could boost consumers＇ demanding grade, while the artistic message could inspire consumers＇ favor for the products; （3） subjects with strong stereotype held stricter judgment criteria.