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題名 我國雜誌廣告中女性角色之分析 作者 陶福媛 貢獻者 王石番
陶福媛日期 1991 上傳時間 5-May-2016 13:37:48 (UTC+8) 參考文獻 參考書目 一、中文部份 李美枝(七二年)社會心理學。台北:大洋出版社。 李美枝(七四年)女性心理學。台北:大洋出版社。何銘驥、鄒光華譯(七七年) Donald W. Tugenheimer 與Peter B. Turk 著，廣告媒體計劃，台北:遠流出版社。 張逸民(六六年)女性模特兒的膚色與暴露程度對廣告訴求及產品印象之影響研究。政大企研碩士論文。黃安邦編譯 (七六年) Letitia A. Peplau et al. ,Social Psycholopy (5th ed), 社會心理學。台北:五南書局。 廖炳惠(七九年)形式與意識型態。台北:聯經出版社。 黎曼妮(七九年)報紙廣告中女性角色的研究──以1960 年至1989 年聯合報廣告為例，輔仁大學碩士論文。 戴瑞婷(六七年)台北市古亭區、松山區已婚婦女兢業者之研究，國立台灣大學社會學研究所碩士論文。 二、英文部份 Bartos , R. (1982) , The Moving Target: What Everv Marketer Schould Know About Women, New York Free Press. Caballero , Harjorie and William Pride(1984) , "Selected Effects of Salesperson Sex and Attractiveness in Direct Mail Advertisement." Journal of Marketing. Courtney , A. E. and T. W. Whipple.(1983) , Sex Stereotyping In Advertising, Lexington , MA: D.C. Health and Company Culley , J. and Bennett , R. (1974) ,The Status of Women in Mass Media Advertising: An empirical studv.Newark: University of Delaware , Bureau of Economic and Business Research. Ferguson , Jill et al. (1990) , "In the Pages of Ms.:Sex Role Portrayals of Women in Advertising" , Journal of Advertising. Vol.19, No.1. Goffman Erving (1979) , Gender Advertisment , Cambridge , Mass. :Harvard University Press. Green , Robert and Isabelle Cunningham (1975) , "Feminine Role Perception and Family Purchasing Decisions ,. Journal of Marketing Research,vol. 12 , Hennessee , Judith A. and Joan Nicholson (1975) ," NOW Says: TV Commercials Insult Women ," New York Times Hagazine, May 28,1975. Jennings , Joyce et al. (1980) , "Influence of Television Commercials on Women`s Self-confidence and Independent Judgment ," Journalof Personality and Social Psychology Jhally, Sut(1987), The Codes of Advertising:Fetishism And the Context of Meaning in Modern Society. Ph.D. diss. Simmon Fraser University , 1984.To be published in 1987 as Fetishism and Advertising. New York:frances Printerand St. Hartin`s Press. Kanango, Rabindra N. and Sam Pang(1973). “Effect of Human Models on Perceived Product Quality.”Joural of Applied Psychology, Vol.57, No. 2. Kerin , Roger A. et al.(1974) , "Women in Advertisements: Retrospectand Prospect." Journal of Advertising, Vo 1. 8. Kerlinger , F. (1973) Foundations of Behavioral Research. 2nd ed. New York: Holt , Rinehart and Winston. Kilbourne , William E. (1990) , " Female Stereotyping in Advertising: An Experiment on Male-Female Percep-tions Of Leadership” Journal Ouarterly, Vo 1 . 67, No.1. Kotler , Philip "A Generic Concept of Marketing , " Journal of Marketing, 2 , April 1972 , p.46. Krippendorf , K. (1980) Content Analysis: An Introduction To Its Methodology. Beverly Hills : Sage. 1980. Lazier-Smith Linda (1981) , "A New `Generation . of Images to Women." In Women in Mass Communication: Challenging Gender Values,Ed. Pamela Creedon. Beverly Hills: Sage. Leigh , Thomas W. et al. (1987) , "Role Protrayals of Women in Advertising: Cognitive Responses and Advertising Effectiveness" , Journal of Advertising Research, Vol.27 ,No.5. Leiss, William et al.(1986)Chap 8, Social Communication in Advertising, London: Hethuen Publication. Lundstrom , William and Donald Sciglimpaglia (1977), "Sex Role Portrayals in Advertising ," Journal of Marketing , Vo1. 41. McGinley , E. (1973) , The Image of The American Woman in Advertising, 1696-1972, West Liberty , W. Va.:West Liberty State College. Mischel , W. (1966) , "A Social-Learning View of Sex Difference in Behavior.: 1n E. E Maccoby (Ed.) ,The Development of Sex Differences., Standford: Calf.Standford Univ.Press. Pingree, Suzanna et al. (1976)."A Scale of Sexism" , Journal of Communication, Vol. 26. Potter , David M (1954) ,People of Plenty :Economic Abundance and the American Culture Chicago University of Chicago Press. Reynolds, Fred D. et al. (1977), “The Modern Feminine Life Style" , Journal ofMarketing, Vol. 41, No.3.. Scanzoni , John (1977) , "Changing Sex Roles and Emerging Directions in Family Decision Making ," Journal of C onsumer Research... vol.4. Scott , Rosemary , The Female Consumer ， New York:John Wiley, 1976. Sexton Donald E. and Phyliss Haberman (1974) ."Women in Magazine Advertisments ," Journal of Advertising Research, Vol . 14. Sinclair , John (1987). "Advertising in Cultural Theory ,” Images Incorporated: Advertising as Industry and Ideology, London: Methuen. Sprafkin , J. and R. Liebert (1 978). "Sex-Typing and Children`s Television Preferences." Home and Hearth: Images of Women in the Mass Media, ed. G. Tuchman et al. New York Oxford University Press. Tuckman, Gay(1978). "The Symbolic Annihilation of Women by the mass media." Images of Women in the Mass Media. eds. by Hearth and Home. Turner. G. (1 988) "Film Narrative". Film as Social Practice, New York: Macmillan. Tuckman .Gaye(1985), "Women`s Depiction by the Hass Media :Review Essay . ". Journal of Women in Culture and Society , 4(3). Whipple. Thomas W. and Alice E. Courtney(1978)."Social Consequences of Sex Stereotype in Advertising." In Future Directions for Marketing, ed. G. Fisk et al. Cambridge. Mass., Marketing Science Institute Williamson , J. (1978). Decoding Advertisements, London :Morion Boyars. Wimmer, Robert D. (1 983) , Chap 8 , Mass Media Research California Wadsworth Winship. Janice (1980). "Sexuality for Sale ".Culture.Media Language,edited by Stuart Hall. Dorothy Hobson. Andrew Lowe and Paul Willis , London:Hatchinson. Wise , Gordon L. et al. (1974) , "Reaction to Sexy Ads Vary With Age , "Journal of Advertising Research, Vol , 14 Venkatesan. M. and J. Losco (1 975). " Woman in Magazine Ads. :1959- 1971." , Journal of Advertising Research Vol. 15. 描述 碩士
國立政治大學
新聞學系資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002005996 資料類型 thesis dc.contributor.advisor 王石番 zh_TW dc.contributor.author (Authors) 陶福媛 zh_TW dc.creator (作者) 陶福媛 zh_TW dc.date (日期) 1991 en_US dc.date.accessioned 5-May-2016 13:37:48 (UTC+8) - dc.date.available 5-May-2016 13:37:48 (UTC+8) - dc.date.issued (上傳時間) 5-May-2016 13:37:48 (UTC+8) - dc.identifier (Other Identifiers) B2002005996 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/91155 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 新聞學系 zh_TW dc.description.tableofcontents 目錄 第一章 緒論……………………………………………1 第一節 研究動機……………………………………………1 第二節 研究目的……………………………………………2 第二章 理論基礎與文獻探討……………………………………………6 第一節 廣告在社會的角色與影響力. ……………………………………………7 第二節 影響廣告中女性角色呈現的外在環境分析. ……………………14 第三節 廣告中的男女角色呈現…………………………………………… 26 第三章 研究方法……………………………………………40 第一節 內容分析法……………………………………………40 第二節 研究設計. ……………………………………………43 第四章 資科分析與解釋……………………………………………57 第一節 基本資料……………………………………………57 第二節 資料分析結果.……………………………………………65 第三節 研究發現與解釋……………………………………………102 第五章 結論與建議……………………………………………107 第一節 重要發現……………………………………………107 第二節 檢討與建議……………………………………………115 第三節 結論…………………………………………… 118 附錄一 編碼表……………………………………………120 附錄二 登錄須如……………………………………………124 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002005996 en_US dc.title (題名) 我國雜誌廣告中女性角色之分析 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 參考書目 一、中文部份 李美枝(七二年)社會心理學。台北:大洋出版社。 李美枝(七四年)女性心理學。台北:大洋出版社。何銘驥、鄒光華譯(七七年) Donald W. Tugenheimer 與Peter B. Turk 著，廣告媒體計劃，台北:遠流出版社。 張逸民(六六年)女性模特兒的膚色與暴露程度對廣告訴求及產品印象之影響研究。政大企研碩士論文。黃安邦編譯 (七六年) Letitia A. Peplau et al. ,Social Psycholopy (5th ed), 社會心理學。台北:五南書局。 廖炳惠(七九年)形式與意識型態。台北:聯經出版社。 黎曼妮(七九年)報紙廣告中女性角色的研究──以1960 年至1989 年聯合報廣告為例，輔仁大學碩士論文。 戴瑞婷(六七年)台北市古亭區、松山區已婚婦女兢業者之研究，國立台灣大學社會學研究所碩士論文。 二、英文部份 Bartos , R. (1982) , The Moving Target: What Everv Marketer Schould Know About Women, New York Free Press. Caballero , Harjorie and William Pride(1984) , "Selected Effects of Salesperson Sex and Attractiveness in Direct Mail Advertisement." Journal of Marketing. Courtney , A. E. and T. W. Whipple.(1983) , Sex Stereotyping In Advertising, Lexington , MA: D.C. Health and Company Culley , J. and Bennett , R. (1974) ,The Status of Women in Mass Media Advertising: An empirical studv.Newark: University of Delaware , Bureau of Economic and Business Research. Ferguson , Jill et al. (1990) , "In the Pages of Ms.:Sex Role Portrayals of Women in Advertising" , Journal of Advertising. Vol.19, No.1. Goffman Erving (1979) , Gender Advertisment , Cambridge , Mass. :Harvard University Press. Green , Robert and Isabelle Cunningham (1975) , "Feminine Role Perception and Family Purchasing Decisions ,. Journal of Marketing Research,vol. 12 , Hennessee , Judith A. and Joan Nicholson (1975) ," NOW Says: TV Commercials Insult Women ," New York Times Hagazine, May 28,1975. Jennings , Joyce et al. (1980) , "Influence of Television Commercials on Women`s Self-confidence and Independent Judgment ," Journalof Personality and Social Psychology Jhally, Sut(1987), The Codes of Advertising:Fetishism And the Context of Meaning in Modern Society. Ph.D. diss. Simmon Fraser University , 1984.To be published in 1987 as Fetishism and Advertising. New York:frances Printerand St. Hartin`s Press. Kanango, Rabindra N. and Sam Pang(1973). “Effect of Human Models on Perceived Product Quality.”Joural of Applied Psychology, Vol.57, No. 2. Kerin , Roger A. et al.(1974) , "Women in Advertisements: Retrospectand Prospect." Journal of Advertising, Vo 1. 8. Kerlinger , F. (1973) Foundations of Behavioral Research. 2nd ed. New York: Holt , Rinehart and Winston. Kilbourne , William E. (1990) , " Female Stereotyping in Advertising: An Experiment on Male-Female Percep-tions Of Leadership” Journal Ouarterly, Vo 1 . 67, No.1. Kotler , Philip "A Generic Concept of Marketing , " Journal of Marketing, 2 , April 1972 , p.46. Krippendorf , K. (1980) Content Analysis: An Introduction To Its Methodology. Beverly Hills : Sage. 1980. Lazier-Smith Linda (1981) , "A New `Generation . of Images to Women." In Women in Mass Communication: Challenging Gender Values,Ed. Pamela Creedon. Beverly Hills: Sage. Leigh , Thomas W. et al. (1987) , "Role Protrayals of Women in Advertising: Cognitive Responses and Advertising Effectiveness" , Journal of Advertising Research, Vol.27 ,No.5. Leiss, William et al.(1986)Chap 8, Social Communication in Advertising, London: Hethuen Publication. Lundstrom , William and Donald Sciglimpaglia (1977), "Sex Role Portrayals in Advertising ," Journal of Marketing , Vo1. 41. McGinley , E. (1973) , The Image of The American Woman in Advertising, 1696-1972, West Liberty , W. Va.:West Liberty State College. Mischel , W. (1966) , "A Social-Learning View of Sex Difference in Behavior.: 1n E. E Maccoby (Ed.) ,The Development of Sex Differences., Standford: Calf.Standford Univ.Press. Pingree, Suzanna et al. (1976)."A Scale of Sexism" , Journal of Communication, Vol. 26. Potter , David M (1954) ,People of Plenty :Economic Abundance and the American Culture Chicago University of Chicago Press. Reynolds, Fred D. et al. (1977), “The Modern Feminine Life Style" , Journal ofMarketing, Vol. 41, No.3.. Scanzoni , John (1977) , "Changing Sex Roles and Emerging Directions in Family Decision Making ," Journal of C onsumer Research... vol.4. Scott , Rosemary , The Female Consumer ， New York:John Wiley, 1976. Sexton Donald E. and Phyliss Haberman (1974) ."Women in Magazine Advertisments ," Journal of Advertising Research, Vol . 14. Sinclair , John (1987). "Advertising in Cultural Theory ,” Images Incorporated: Advertising as Industry and Ideology, London: Methuen. Sprafkin , J. and R. Liebert (1 978). "Sex-Typing and Children`s Television Preferences." Home and Hearth: Images of Women in the Mass Media, ed. G. Tuchman et al. New York Oxford University Press. Tuckman, Gay(1978). "The Symbolic Annihilation of Women by the mass media." Images of Women in the Mass Media. eds. by Hearth and Home. Turner. G. (1 988) "Film Narrative". Film as Social Practice, New York: Macmillan. Tuckman .Gaye(1985), "Women`s Depiction by the Hass Media :Review Essay . ". Journal of Women in Culture and Society , 4(3). Whipple. Thomas W. and Alice E. Courtney(1978)."Social Consequences of Sex Stereotype in Advertising." In Future Directions for Marketing, ed. G. Fisk et al. Cambridge. Mass., Marketing Science Institute Williamson , J. (1978). Decoding Advertisements, London :Morion Boyars. Wimmer, Robert D. (1 983) , Chap 8 , Mass Media Research California Wadsworth Winship. Janice (1980). "Sexuality for Sale ".Culture.Media Language,edited by Stuart Hall. Dorothy Hobson. Andrew Lowe and Paul Willis , London:Hatchinson. Wise , Gordon L. et al. (1974) , "Reaction to Sexy Ads Vary With Age , "Journal of Advertising Research, Vol , 14 Venkatesan. M. and J. Losco (1 975). " Woman in Magazine Ads. :1959- 1971." , Journal of Advertising Research Vol. 15. zh_TW
