重审性别策略:广告性别叙事态度及影响因素研究

Reconsider gender strategy:research on gender narratives and influencing factors in advertising

为了探索出更易被消费者接纳的性别叙事,转变广告业顽固认知,本文对“传统的”“颠覆的”“平等的”三种广告性别叙事及其态度影响因素展开了研究。在社会性别角色效应理论下,以社会性别角色、社会性别态度为自变量,产品性别属性为调节变量,三种广告性别叙事态度为因变量,发现社会性别态度会影响广告性别叙事态度;不同社会性别角色在分别面对“传统的”和“颠覆的”性别叙事时态度上存在差异;当广告叙事的重点不在于产品描述时,受众会更加关注广告性别叙事带给自己的感受,产品性别属性营造的叙事语境难以发挥调节作用。这将对于制定合适且能体现社会文化进步的广告性别叙事策略有积极意义。

In order to explore gender narratives that are more acceptable to consumers and change the stubborn perception of the advertising industry,this paper studies the three gender narratives of"traditional","subversive"and"equal"advertising and their influencing factors.Under the theory of gender role effect,taking gender roles and gender attitudes as independent variables,product gender attributes as moderating variables,and three gender narrative attitudes in advertising as dependent variables,it is found that gender attitudes affect the audience's attitudes towards gender narratives in advertising.When the core of the advertising narrative is not the product description,the audience will pay more attention to the feelings brought by the advertising gender narrative,and the narrative context created by the gender attribute of the product is difficult to play a moderating role.This will be of positive significance for formulating appropriate advertising gender narrative strategies that can reflect social and cultural progress.