摘要
广告是性别研究的重要载体，但目前尚无对性别与广告研究成果的全面整理和总结。本文使用内容分析法和文献归纳法，对20世纪70年代以来兴起的性别与广告研究进行文献综述和评析。这112篇文献涵盖五个研究主题：性别角色、性别形象、性别与广告效果、跨文化比较和其他细分广告。笔者提炼和总结了每个领域的主要成果，最后提出该领域的研究局限，探讨未来的研究方向。
Advertising is an important domain among gender research; however there are few review and analysis of relationship between gender and advertising. The thesis reviews international research on gender and adverting. Among 112 dissertations, there are five issues including gender role, gender image, gender and advertising effect, cultural comparison and other specific researches. The author concludes representative findings in each field, points out their research limitations and offers suggestions.
出处
《现代广告》
2013年第12期34-41,共8页
Modern Advertising
基金
资助信息：中央高校基本科研业务费专项资金资助项目《台湾商业广告的诉求及审美表现研究》（2010221091）.
关键词
性别
广告
述评
gender
advertising
literature review
