| 杂志广告中的性别角色定型的实证研究 |
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| 引用本文： | 叶耀荣,钟建安,楼劼.杂志广告中的性别角色定型的实证研究[J].人类工效学,2006,12(2):4-6. |
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| 作者姓名： | 叶耀荣 钟建安 楼劼 |
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| 作者单位： | 浙江大学,心理与行为科学系,杭州,310028 |
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| 摘 要： | 为了解中国杂志广告中是否存在性别角色定型,通过对中国13类大众杂志广告的内容分析,探讨了男性和女性在8个维度上的分布.结果发现在年龄维度、是否关注自己的外表维度、可信性维度、角色维度和产品分类维度上都有显著性别差异.在男权主义维度上,女性的分布存在显著差异.
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| 关 键 词： | 杂志广告 性别角色定型 内容分析 |
| 文章编号： | 1006-8309（2006）02-0004-03 |
| 收稿时间： | 2005-04-11 |
| 修稿时间： | 2006-01-23 |
Positive Research into Gender Stereotypes in Magazine Advertisements |
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| YE Yao-rong,ZHONG Jian-an,LOU Jie.Positive Research into Gender Stereotypes in Magazine Advertisements[J].Chinese JOurnal of Ergonomics,2006,12(2):4-6. |
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| Authors: | YE Yao-rong ZHONG Jian-an LOU Jie |
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| Abstract: | In order to explore whether gender stereotypes existing in Chinese magazine advertisements, the study examined the portrayal of men and women in 8 categories by conducting content analysis of the central figure in the 13 kinds of the mass magazine advertisements in China. The results showed that men and women varied significantly in age, concern for their own appearance, credibility, role and product categories. Women varied significantly on level of sexism. |
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| Keywords: | magazine advertisement gender stereotypes content analysis |
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