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戈夫曼论性别广告:基于仪式与框架的分析视角 被引量:8
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作者 王晴锋 《妇女研究论丛》 CSSCI 北大核心 2018年第4期67-75,共9页
西方学术界经常忽略欧文·戈夫曼关于性别关系的研究。《性别广告》是戈夫曼性别研究的代表作,该研究具有两个特色:第一,通过琐碎的行为细节展示日常生活中微妙的性别差异;第二,充分运用视觉图像因素。戈夫曼主要从仪式与框架的视... 西方学术界经常忽略欧文·戈夫曼关于性别关系的研究。《性别广告》是戈夫曼性别研究的代表作,该研究具有两个特色:第一,通过琐碎的行为细节展示日常生活中微妙的性别差异;第二,充分运用视觉图像因素。戈夫曼主要从仪式与框架的视角分析性别广告,尤其是从行为学的意义上对性别展现进行仪式化分析。具体而言,戈夫曼从尺码相对大小、温柔的抚触、功能等级、家庭场域、次属地位的仪式化以及被许可的情境撤离等六个维度解码商业广告中的性别呈现。戈夫曼将性别不平等视为框架假定的产物,同时调音、编造、转换和超仪式化等因素使商业广告中的性别展现并非完全是现实的镜像。通过探讨被自然化的性别关系以及性别差异的再生产方式,戈夫曼揭示了父权制的微观运作机制。 展开更多
关键词 《性别广告》 性别展现 仪式化 框架分析 女性主义
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Sexism in advertisement
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作者 谷童宇 《Sino-US English Teaching》 2007年第5期66-69,共4页
The author holds a belief that women are treated oppressively and differently from men and that they are subject to personal and institutional discrimination. It is needless to say that this belief is expressed in man... The author holds a belief that women are treated oppressively and differently from men and that they are subject to personal and institutional discrimination. It is needless to say that this belief is expressed in many ways, and the most obvious reflection is in language, i.e. sexism in language. This paper mainly discusses sexism from the respect of advertising language. 展开更多
关键词 WOMEN ADVERTISEMENT SEXISM
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Exploring Gender Stereotypes in American and Mexican Magazine Advertisements
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作者 Jose L. Vasquez Jinbong Choi 《Journalism and Mass Communication》 2013年第3期154-168,共15页
This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines (i.e., Vogue, Cosmopolitan, People en Espahol, and ... This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines (i.e., Vogue, Cosmopolitan, People en Espahol, and Vanidades), using KANG's (1997) scales of gender behaviors inspired by Goffman's (1979) gender studies. The researcher obtained findings by averaging the overall sum of each country's stereotypes by comparing them for any similarities or disparities. The results suggest a similar amount of gender stereotypes across both countries, specifically in the gender categories of "feminine touch", "licensed withdrawal", and "body display". Overall, findings from this study provide further implications for future researchers and marketers. Future researchers should further analyze gender behavior by conducting a longitudinal study of the various types of gender stereotypes at an international level. Additional implications and future research ideas are discussed throughout this research. 展开更多
关键词 magazine advertisement gender stereotype international advertising fashion magazine
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