反性别刻板印象代言人广告效果的实验研究——消费者性别角色和产品性别特质的影响

The Impact of Consumer’s Sex-role and Product Sextypes on the Effects of Counter-Gender Stereotypical Advertising:An Experimental Study

本研究针对时下有关反性别刻板印象代言人广告效果的争论,基于消费者性别角色的视角,结合产品的性别特征,针对反性别刻板印象代言人广告对四种不同性别角色消费者的广告效果进行了探讨。实验研究的结果显示,反性别刻板印象代言人广告对不同性别角色消费者的效果截然不同,广告效果依赖于消费者与代言人性别角色而不是生理性别的相似性;同时,反女性刻板印象代言人广告对不同性别产品的效果存在显著差异,而反男性刻板印象代言人广告的效果没有差异。此外,研究还对同一产品采用不同类型广告的效果进行了对比,结果发现,女性产品采用反男性刻板印象代言人广告的效果最好,其它两种性别商品的广告效果对反性别刻板印象代言人的类型不敏感。

Even though the effectiveness of Counter-Gender Ste- reotypical Endorses Advertising is still in dispute, this new kind of advertisement has risen up wildly concern from both academics and practitioners. When talking about ＂counter＂, most prior researches refer to anti-traditional gender-related social role. However, a new type of Counter-Gender Stereotypical Endorsers are much popu- lar in nowadays, namely, Counter-Sex-Role （e.g. a girl looks like a boy while a boy looks like a girl）, the purpose of the present study therefore is to examine the effectiveness of this new kind of Counter-Gender Stereotypical Advertising. From consumer＇s sex- role perspective, the authors divided consumers into four different sex roles （masculine, feminine, androgynous, undifferentiated）, and combined these four kind of samples with three kind of products with different sex types （male, female and neutral product）, by using 2×3 between subject experimental design, the results show that the effectiveness of Counter-Gender Stereotypical Endorses Advertis- ing depends on the extent of the sex-role similarity between the advertising endorser and consumers, the more similarity, the better advertising effectiveness. Specifically, the endorser with Counter- Male Sex-Role characteristics are favorite by consumers with strong female sex-role （feminine and androgynous）, while endorses with Counter-Female Sex-Role characteristics are favorite by consum- ers with strong male sex-role （masculine and androgynous）. On the other hand, the different effectiveness of Counter-Female-Gender Stereotypical Endorses Advertising on three different sex-typed products was found significantly, the effectiveness of Counter- Female-Gender Stereotypical Endorses Advertising in neutral prod- uct is better than the same endorses advertising in male and female products, while the effectiveness of Counter-Male-Gender Stereo- typical Endorses Advertising was not different between the differ- ent sex-typed products. Additionally, the authors also revealed that it＇s more suitable for a female-typed product to adopt a Counter- Male-Gender Stereotypical endorser than a Counter-Female-Gender Stereotypical endorser, but the advertising effectiveness of Counter- Male and Counter-Female Stereotypical endorser on the other two sex-typed products was not different.