Serial Researches On Gender Stereotypes In Advertisements

Gender stereotypes in advertisements is a universal phenomenon.The content analysis help to understand the actuality of gender stereotypes in advertisements; the audience's response help to understand the tendency of the audience's response and provide the theoretical basis to set up the marketing strategy for a company.First, this paper used the method of the content analysis to explore the actuality of gender stereotypes in chinses managzine and radio advertisements. Second, this paper used the method of questionnaire and experimentation to explore how audience response to the gender stereotypes in advertisements in china. The results showed that:(1) Gender stereotypes existed in Chinese magazine advertisemts. Men and women varied significantly in age, concern for own appearance, credibility, role and product categories. Although Gender stereotypes also existed in Chinese radio advertisemts, the condition was not as serious as in the television advertisements and magazine advertisements. The condition also varied among different radio stations, however, it was certain that men and women varied significantly in arguments.(2) The sex, the individual sex role, the age and the education influenced the audience'response to the gender stereotypes in advertisements through the female autonomy consciousness. The sex moderated the relationships between the individual sex role and the female autonomy consciousness, between the age and female autonomy consciousness and between the education and the female autonomy consciousness.(3) The female autonomy consciousness predicted the sensitivity of the bareness of the body, location, product categories, role, arguments, positive/negative relationship and credibility, through which The female autonomy consciousness influenced the audience's purchase intention.(4) Under the divided-attention condition of experimentation, nontraditional advertisements elicited more controlled and automatic processing than traditional ones; of the audience's gender and the type of the advertisements were not significant in evaluating toward the advertisements and purchase intention.