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題名 女生都不喜歡刻板印象嗎？探討女性消費者對於刻板印象與反刻板印象的廣告態度及品牌態度差異
The Difference of Female Consumers` Ad Attitude and Brand Attitude toward Stereotype and Non-stereotype in Advertisements作者 黃韻綺
Huang, Yun Chi貢獻者 張卿卿
Chang, Ching Ching
黃韻綺
Huang, Yun Chi關鍵詞 刻板印象
廣告性別角色
性別意識日期 2015 上傳時間 2-Dec-2015 16:06:03 (UTC+8) 摘要 廣告中刻板印象的表現已是習以為常的事，不論是女性或男性都以某種特定的樣貌呈現，儘管在兩性平權的現代社會，這樣的表現手法仍舊頻繁的出現。過去文獻發現消費者對於刻板印象廣告可能產生負面的態度，但未曾深究消費者所產生的負面態度是針對哪些刻板化的角色描繪，因此此次研究以此為核心深入探討。 本研究針對「廣告性別角色」以及「刻板印象/反刻板印象」的角度切入，根據陳正男以及譚大純(1995)兩位學者所歸納出的三種廣告性別角色，分別為職業角色、權力角色以及情慾角色，探討三種角色在刻板印象廣告以及反刻板印象廣告的呈現對於女性消費者有什麼不同的廣告以及品牌態度；此外，加入「性別意識」的個人特質作為調節變項，以探討其對於刻板印象廣告以及反刻板印象廣告的影響。 本研究共回收120份問卷，並同時利用因素分析以及回歸分析，所得結果如下： 一、 刻板化職業角色以及刻板化權力角色與廣告態度呈現負相關 二、 刻板化情慾角色與廣告態度呈現正相關 三、 不論在職業角色、權力角色以及情慾角色，「性別意識」對於廣告態度以及品牌態度不具有調節效果。 參考文獻 一、 中文 鄭杏玲(2009)。性別意識的形成, 解構與再建構· 陳虹余(2003)。〈比較海峽兩岸電視廣告中的性別角色〉。政治大學心理所碩士論文 黃恆正譯，星野克美等著(1988)。《符號社會的消費》。台北：遠流出版社。 陳正男及譚大純(1995)。〈廣告女性角色之衡量－量表建構與實證研究〉。《廣告學研究》，6，163-180。 林麗珊(2003)。《女性主義與兩性文化》。台北市。五南出版社。 李美枝、鐘秋玉(1996)。〈性別與性別角色析論〉。《本土心理學研究》，6，260-299。 顧玉珍(1991)。〈解讀電視廣告中的女性意涵〉。國立政治大學新聞研究所碩士論文。 張春興(1995)。《心理學辭典》。台北市。東寶書局。 陳皎眉、江漢聲、陳惠馨(1996)。《兩性關係》。國立空中大學出版。 陳凱筑（2003）。〈國小女性教師性別意識構成與實踐之研究〉。國立台中師範學院國民 教育研究所碩士論文 畢恆達（2004）。女性性別意識形成歷程。 通識教育季刊 。11（1/2），111-138。 二、 英文 Belkaoui, A., & Belkaoui, J. M. (1976). A comparative analysis of the roles portrayed by women in print advertisements: 1958, 1970, 1972. Journal of Marketing Research, 13, 168-172. Barker, C. (1999). Television, globalization and cultural identities. London: Open University Press Courtney, A.E. and Whipple, T.W. (1974). Women in TV commercials. Journal of Communication, Vol. 24, Spring, pp. 110-8. Chang, C. (2005). Ad-Self-congruency effects: self-enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11),887-910. Deaux, K., & Lewis, L.L. (1984). Structure of gender stereotypes: Interrelationships among components and gender label. Journal of Personality and Social Phychology, 46, 991-1004. DeYoung, S. and Crane, F.G. (1992). Females` attitudes toward the portrayal of women in advertising: a Canadian study. International Journal of Advertising, Vol. 11 No. 3, pp. 249-55. Downing, N. E., & Roush, K, L.(1985). From passive acceptances to active commitment: A model of feminist identity development for women. The Counseling Psychologist, 13(4), 695-709. Eisend, M. (2009). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, published online November 17. Eduardo García-Cuetoa, Francisco Javier Rodríguez-Díaza, Carolina Bringas-Molledaa, Javier López-Ceperob, Susana Paíno-Quesadac, Luis Rodríguez-Francob (2015).Development of the Gender Role Attitudes Scale (GRAS) amongst young Spanish people, International Journal of Clinical and Health Psychology,15,61-68. Ford, J.B., LaTour, M. and Honeycutt, E.D. (1997). An examination of cross-cultural female response to offensive sex role portrayals in advertising. International Marketing Review, Vol. 14 No. 6, pp. 409-23. Ford, J.B., Voli, P.K., Honeycutt, E.D. and Casey, S.L. (1998). Gender role portrayals in Japanese advertising: a magazine content analysis. Journal of Advertising, Vol. 27 No. 1, pp. 113-25. Ford, J.B., LaTour, M. and Lundstrom, W.J. (1991). Contemporary women’s evaluation of female role portrayals in advertising. Journal of Consumer Marketing, Vol. 8 No. 1, pp. 15-28. Griffin, C. (1989).”I’m not a women’s libber, but…“:Feminism, conscious and identity. In S. Skevington & D. Baker(Eds.), The social identity of women(pp.173-193).London : Sage. Gerson, J. M., & Peiss, K.(1985).Boundaries, negotiateon, consciousness: Reconceptualizing gender relations. Social Problems, 32(4),317-331. Gilly, M.C. (1988). Sex roles in advertising: a comparison of television advertisements in Australia, Mexico, and the United States. Journal of Marketing, Vol. 52 April, pp. 75-85. Ganahl, D.J., Prinsen, T.J. and Netzley, S.B. (2003). A content analysis of prime time commercials: a contextual framework of gender representation. Sex Roles, Vol. 49, pp. 545-51. Jaffe, L.J. and Berger, P.D. (1994).The effect of modern female sex role portrayals on advertising effectiveness. Journal of Advertising Research, Vol. 32, pp. 32-42. Klassen, M.L., Jasper, C.R. and Schwartz, A.M. (1993), Men and women images of their relationships in magazine advertisements. Journal of Advertising Research, Vol. 33 No. 2, pp. 30-9. Lundstrom, w. J., & Sciglimpaglia D.(1977). Sex role portrayals in advertising. Journal of Marketing(July), 72-79. Lindner, K. (2004). Images of women in general interest and fashion magazine advertisements from 1955 to 2002. Sex Roles, Vol. 51 Nos 7/8, pp. 409-21. Leppard, W., Ogletree, S. and Wallen, E. (1993). Gender stereotyping in medical advertising: much ado about something. Sex Roles, Vol. 29 Nos 11/12, pp. 829-38. Lysonski, S. (1983). Female and male portrayals in magazine advertisements: a re-examination. Akron Business Review, Vol. 14 No. 2, pp. 45-50. McArthur, L. Z.,& Resko, B. G(1975). The portrayal of men and women in American TV Commercials. Journal of Social Psychology, 97, December, 218-220. Madden, R. J., Allen, C. T., & Twible, J.L. (1988). Attitude toward the ad: an assessment of diverse measurement indices under different processing”sets”.. Journal of Marketing Research, 25(3), 242-252. Orth, U.R. and Holancova, D. (2004). Men`s and women`s responses to sex role portrayals in advertisements. International Journal of Research in Marketing, Vol. 21, pp. 77-88. Reichert, T. (2003). What Is Sex in Advertising? Perspectives from consumer behavior and social science research. In T. Reichert & J. Lambiase (Eds.), Sex in Adver- tising: Perspectives on the Erotic Appeal (pp. 11–38). Mahwah, NJ: Lawrence Erlbaum Associates. Soley, L. and Kurzbard, G. (1986). Sex in advertising: a comparison of 1964 and 1984 magazine advertisements. Journal of Advertising, Vol. 15 No. 3, pp. 54-64. Schneider, K.C. and Schneider, S.B. (1979). Trends in sex roles in television commercials. Journal of Marketing, Vol. 43, Summer, pp. 79-84. Stanley, L., & Wise, S.(1993). Breaking out again: Feminist ontology and epistemology(new ed.). New York: Routldege. Whipple, T. W., & Countney, A. E(1985). Female role portrayals in advertising and communication effectivess : A review. Journal of advertising, 14(3), 4-8. Wilcox, C. (1997). Racial and gender conscious among African-American women : Sources and consequences. Women and Politics, 17(1),73-94. Wilson, J. & Daniel, R.(1981). The effect of a career-options workshop on social and vocational stereotypes. The Vocational Guidance Quarterly, 30(4): 341-349. 描述 碩士
國立政治大學
廣告學系
102452011資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102452011 資料類型 thesis dc.contributor.advisor 張卿卿 zh_TW dc.contributor.advisor Chang, Ching Ching en_US dc.contributor.author (Authors) 黃韻綺 zh_TW dc.contributor.author (Authors) Huang, Yun Chi en_US dc.creator (作者) 黃韻綺 zh_TW dc.creator (作者) Huang, Yun Chi en_US dc.date (日期) 2015 en_US dc.date.accessioned 2-Dec-2015 16:06:03 (UTC+8) - dc.date.available 2-Dec-2015 16:06:03 (UTC+8) - dc.date.issued (上傳時間) 2-Dec-2015 16:06:03 (UTC+8) - dc.identifier (Other Identifiers) G0102452011 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/79503 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告學系 zh_TW dc.description (描述) 102452011 zh_TW dc.description.abstract (摘要) 廣告中刻板印象的表現已是習以為常的事，不論是女性或男性都以某種特定的樣貌呈現，儘管在兩性平權的現代社會，這樣的表現手法仍舊頻繁的出現。過去文獻發現消費者對於刻板印象廣告可能產生負面的態度，但未曾深究消費者所產生的負面態度是針對哪些刻板化的角色描繪，因此此次研究以此為核心深入探討。 本研究針對「廣告性別角色」以及「刻板印象/反刻板印象」的角度切入，根據陳正男以及譚大純(1995)兩位學者所歸納出的三種廣告性別角色，分別為職業角色、權力角色以及情慾角色，探討三種角色在刻板印象廣告以及反刻板印象廣告的呈現對於女性消費者有什麼不同的廣告以及品牌態度；此外，加入「性別意識」的個人特質作為調節變項，以探討其對於刻板印象廣告以及反刻板印象廣告的影響。 本研究共回收120份問卷，並同時利用因素分析以及回歸分析，所得結果如下： 一、 刻板化職業角色以及刻板化權力角色與廣告態度呈現負相關 二、 刻板化情慾角色與廣告態度呈現正相關 三、 不論在職業角色、權力角色以及情慾角色，「性別意識」對於廣告態度以及品牌態度不具有調節效果。 zh_TW dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機與目的1 第二章 文獻探討3 第一節 性別角色與性別刻板印象 3 第二節 廣告性別角色 5 第三節 性別刻板印象反應 8 第四節 性別意識 10 第三章 研究方法 13 第一節 研究架構 13 第二節 實驗設計 13 第三節 主要實驗對象與流程 23 第四節 變項與概念化操作 23 第四章 研究分析與結果 27 第一節 受測者樣本分佈27 第二節 量表信度檢驗 27 第三節 變項操弄檢定28 第四節 假設檢定31 第五章 結論37 第一節 發現與討論37 第二節 預期貢獻與未來研究38 第三節 研究限制40 參考文獻41 附錄47 附錄一 前測一問卷 47 附錄二 前測二問卷 48 附錄三 正式問卷 53 附件四 實驗圖稿 68 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102452011 en_US dc.subject (關鍵詞) 刻板印象 zh_TW dc.subject (關鍵詞) 廣告性別角色 zh_TW dc.subject (關鍵詞) 性別意識 zh_TW dc.title (題名) 女生都不喜歡刻板印象嗎？探討女性消費者對於刻板印象與反刻板印象的廣告態度及品牌態度差異 zh_TW dc.title (題名) The Difference of Female Consumers` Ad Attitude and Brand Attitude toward Stereotype and Non-stereotype in Advertisements en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、 中文 鄭杏玲(2009)。性別意識的形成, 解構與再建構· 陳虹余(2003)。〈比較海峽兩岸電視廣告中的性別角色〉。政治大學心理所碩士論文 黃恆正譯，星野克美等著(1988)。《符號社會的消費》。台北：遠流出版社。 陳正男及譚大純(1995)。〈廣告女性角色之衡量－量表建構與實證研究〉。《廣告學研究》，6，163-180。 林麗珊(2003)。《女性主義與兩性文化》。台北市。五南出版社。 李美枝、鐘秋玉(1996)。〈性別與性別角色析論〉。《本土心理學研究》，6，260-299。 顧玉珍(1991)。〈解讀電視廣告中的女性意涵〉。國立政治大學新聞研究所碩士論文。 張春興(1995)。《心理學辭典》。台北市。東寶書局。 陳皎眉、江漢聲、陳惠馨(1996)。《兩性關係》。國立空中大學出版。 陳凱筑（2003）。〈國小女性教師性別意識構成與實踐之研究〉。國立台中師範學院國民 教育研究所碩士論文 畢恆達（2004）。女性性別意識形成歷程。 通識教育季刊 。11（1/2），111-138。 二、 英文 Belkaoui, A., & Belkaoui, J. M. (1976). A comparative analysis of the roles portrayed by women in print advertisements: 1958, 1970, 1972. Journal of Marketing Research, 13, 168-172. Barker, C. (1999). Television, globalization and cultural identities. London: Open University Press Courtney, A.E. and Whipple, T.W. (1974). Women in TV commercials. Journal of Communication, Vol. 24, Spring, pp. 110-8. Chang, C. (2005). Ad-Self-congruency effects: self-enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11),887-910. Deaux, K., & Lewis, L.L. (1984). Structure of gender stereotypes: Interrelationships among components and gender label. Journal of Personality and Social Phychology, 46, 991-1004. DeYoung, S. and Crane, F.G. (1992). Females` attitudes toward the portrayal of women in advertising: a Canadian study. International Journal of Advertising, Vol. 11 No. 3, pp. 249-55. Downing, N. E., & Roush, K, L.(1985). From passive acceptances to active commitment: A model of feminist identity development for women. The Counseling Psychologist, 13(4), 695-709. Eisend, M. (2009). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, published online November 17. Eduardo García-Cuetoa, Francisco Javier Rodríguez-Díaza, Carolina Bringas-Molledaa, Javier López-Ceperob, Susana Paíno-Quesadac, Luis Rodríguez-Francob (2015).Development of the Gender Role Attitudes Scale (GRAS) amongst young Spanish people, International Journal of Clinical and Health Psychology,15,61-68. Ford, J.B., LaTour, M. and Honeycutt, E.D. (1997). An examination of cross-cultural female response to offensive sex role portrayals in advertising. International Marketing Review, Vol. 14 No. 6, pp. 409-23. Ford, J.B., Voli, P.K., Honeycutt, E.D. and Casey, S.L. (1998). Gender role portrayals in Japanese advertising: a magazine content analysis. Journal of Advertising, Vol. 27 No. 1, pp. 113-25. Ford, J.B., LaTour, M. and Lundstrom, W.J. (1991). Contemporary women’s evaluation of female role portrayals in advertising. Journal of Consumer Marketing, Vol. 8 No. 1, pp. 15-28. Griffin, C. (1989).”I’m not a women’s libber, but…“:Feminism, conscious and identity. In S. Skevington & D. Baker(Eds.), The social identity of women(pp.173-193).London : Sage. Gerson, J. M., & Peiss, K.(1985).Boundaries, negotiateon, consciousness: Reconceptualizing gender relations. Social Problems, 32(4),317-331. Gilly, M.C. (1988). Sex roles in advertising: a comparison of television advertisements in Australia, Mexico, and the United States. Journal of Marketing, Vol. 52 April, pp. 75-85. Ganahl, D.J., Prinsen, T.J. and Netzley, S.B. (2003). A content analysis of prime time commercials: a contextual framework of gender representation. Sex Roles, Vol. 49, pp. 545-51. Jaffe, L.J. and Berger, P.D. (1994).The effect of modern female sex role portrayals on advertising effectiveness. Journal of Advertising Research, Vol. 32, pp. 32-42. Klassen, M.L., Jasper, C.R. and Schwartz, A.M. (1993), Men and women images of their relationships in magazine advertisements. Journal of Advertising Research, Vol. 33 No. 2, pp. 30-9. Lundstrom, w. J., & Sciglimpaglia D.(1977). Sex role portrayals in advertising. Journal of Marketing(July), 72-79. Lindner, K. (2004). Images of women in general interest and fashion magazine advertisements from 1955 to 2002. Sex Roles, Vol. 51 Nos 7/8, pp. 409-21. Leppard, W., Ogletree, S. and Wallen, E. (1993). Gender stereotyping in medical advertising: much ado about something. Sex Roles, Vol. 29 Nos 11/12, pp. 829-38. Lysonski, S. (1983). Female and male portrayals in magazine advertisements: a re-examination. Akron Business Review, Vol. 14 No. 2, pp. 45-50. McArthur, L. Z.,& Resko, B. G(1975). The portrayal of men and women in American TV Commercials. Journal of Social Psychology, 97, December, 218-220. Madden, R. J., Allen, C. T., & Twible, J.L. (1988). Attitude toward the ad: an assessment of diverse measurement indices under different processing”sets”.. Journal of Marketing Research, 25(3), 242-252. Orth, U.R. and Holancova, D. (2004). Men`s and women`s responses to sex role portrayals in advertisements. International Journal of Research in Marketing, Vol. 21, pp. 77-88. Reichert, T. (2003). What Is Sex in Advertising? Perspectives from consumer behavior and social science research. In T. Reichert & J. Lambiase (Eds.), Sex in Adver- tising: Perspectives on the Erotic Appeal (pp. 11–38). Mahwah, NJ: Lawrence Erlbaum Associates. Soley, L. and Kurzbard, G. (1986). Sex in advertising: a comparison of 1964 and 1984 magazine advertisements. Journal of Advertising, Vol. 15 No. 3, pp. 54-64. Schneider, K.C. and Schneider, S.B. (1979). Trends in sex roles in television commercials. Journal of Marketing, Vol. 43, Summer, pp. 79-84. Stanley, L., & Wise, S.(1993). Breaking out again: Feminist ontology and epistemology(new ed.). New York: Routldege. Whipple, T. W., & Countney, A. E(1985). Female role portrayals in advertising and communication effectivess : A review. Journal of advertising, 14(3), 4-8. Wilcox, C. (1997). Racial and gender conscious among African-American women : Sources and consequences. Women and Politics, 17(1),73-94. Wilson, J. & Daniel, R.(1981). The effect of a career-options workshop on social and vocational stereotypes. The Vocational Guidance Quarterly, 30(4): 341-349. zh_TW
