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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/79503
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/79503


    Title: 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
    Authors: 黃韻綺
    Huang, Yun Chi
    Contributors: 張卿卿
    Chang, Ching Ching
    黃韻綺
    Huang, Yun Chi
    Keywords: 刻板印象
    廣告性別角色
    性別意識
    Date: 2015
    Issue Date: 2015-12-02 16:06:03 (UTC+8)
    Abstract: 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。
    Reference: 一、 中文
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    Description: 碩士
    國立政治大學
    廣告學系
    102452011
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102452011
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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