广告中的性别刻板印象及其社会影响

  广告作为社会文化传播的重要媒介，其内容往往反映并强化了性别刻板印象，这对个体认知与社会发展产生了深远影响。本研究旨在探讨广告中性别刻板印象的表现形式及其对社会心理和行为的潜在作用机制。通过系统分析近十年来国内外相关文献，结合对500则典型广告样本的内容编码与定量分析，同时辅以深度访谈获取受众感知数据，研究发现广告中的性别角色呈现仍存在显著的传统倾向，如女性多被塑造成家庭角色或装饰性符号，而男性则更多地与领导力和权威相关联。这种模式不仅限制了性别身份的多元表达，还可能加剧性别不平等现象。本研究创新性地引入了社会建构主义视角，揭示了广告传播过程中性别刻板印象的动态形成机制，并提出了基于批判理论的干预策略。研究表明，通过提升公众媒介素养、优化广告行业规范以及倡导更具包容性的内容创作，可以有效缓解性别刻板印象的负面影响。这一研究为理解广告与性别关系提供了新的理论框架，也为推动性别平等的社会实践提供了实证支持与政策建议。

关键词：性别刻板印象；广告传播；社会建构主义；批判理论；性别平等


Abstract

  As an important medium for the dissemination of social culture, advertising often reflects and reinforces gender stereotypes, which have profound implications for individual cognition and social development. This study aims to explore the manifestations of gender stereotypes in advertisements and their potential mechanisms of influence on social psychology and behavior. By systematically analyzing relevant literature from the past decade both domestically and internationally, combined with content coding and quantitative analysis of 500 representative advertisement samples, as well as in-depth interviews to obtain audience perception data, it was found that gender roles in advertisements still exhibit significant traditional tendencies. For instance, women are frequently portrayed as family-oriented roles or decorative symbols, while men are more often associated with leadership and authority. Such patterns not only constrain the diverse ex pression of gender identities but may also exacerbate gender inequality. Innovatively integrating a social constructivist perspective, this study reveals the dynamic formation mechanism of gender stereotypes during the process of advertising communication and proposes intervention strategies grounded in critical theory. The findings indicate that enhancing public media literacy, refining industry norms in advertising, and promoting more inclusive content creation can effectively mitigate the negative impacts of gender stereotypes. This research provides a new theoretical fr amework for understanding the relationship between advertising and gender and offers empirical support and policy recommendations for advancing gender equality in social practice.

Keywords：Gender Stereotypes; Advertising Communication; Social Constructivism; Critical Theory; Gender Equality


目  录
摘要 I
Abstract II
一、绪论 1
(一) 广告中性别刻板印象的研究背景 1
(二) 研究广告中性别刻板印象的意义 1
(三) 国内外研究现状分析 2
二、广告中性别刻板印象的表现形式 2
(一) 性别角色的固化表现 2
(二) 性别审美标准的单一化 3
(三) 广告语言中的性别差异 3
三、性别刻板印象的社会根源与传播机制 4
(一) 社会文化对性别刻板印象的影响 4
(二) 广告行业内部的性别偏见 4
(三) 媒体传播对性别刻板印象的强化 5
四、广告中性别刻板印象的社会影响分析 5
(一) 对个体认知与行为的影响 5
(二) 对性别平等观念的阻碍作用 6
(三) 对社会文化的潜在塑造作用 7
结 论 8
参考文献 9
 

扫码免登录支付

原创文章，限1人购买！

是否支付38元后完整阅读并下载？

如果您已购买过该文章，[登录帐号]后即可查看

已售出的文章系统将自动删除，他人无法查看

阅读并同意：范文仅用于学习参考，不得作为毕业、发表使用。

支付38元