Gender Stereotypes in Japanese Television Advertisements
Gender Stereotypes in Japanese Television Advertisements
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日本电视广告中的性别刻板印象
DOI：
10.1023/a:1023965704387
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发表时间：
2003
期刊：
影响因子：
3.8
通讯作者：
Akie Arima
中科院分区：
文献类型：
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作者：
Akie Arima
本研究的目的是通过内容分析揭示日本电视广告中的性别刻画类型。531个成人主要角色按性别、年龄、种族背景、可信度、角色、地点、着装、背景、说服类型、摄像工作、摄像角度、产品类型、目标和配音性别进行编码。通过快速聚类分析，发现有5种类型：“美丽睿智的家庭主妇”、“引人注目的年轻女性”、“年轻名人”、“享受私密时光的中老年人”和“中年工蜂”。前三名主要是女性，后两名主要是男性。结果表明，在日本电视广告中，男性和女性的形象是不同的，这种差异符合传统的性别刻板印象。
The aim of this study was to reveal gender portrayal types in Japanese television advertisements through content analysis. Five hundred and thirty-one adult main characters were coded for sex, age, ethnic background, credibility, role, place, dress, background, persuasion type, camera work, camera angle, product type, target, and sex of voice-over. Five types were found by performing quick cluster analysis: “beautiful and wise housewives,” “young ladies attracting people's attention,” “young celebrities,” “middle- and old-aged people enjoying private time,” and “middle-aged worker bee.” The first three were mainly women and the latter two were mainly men. The results indicate that in Japanese television advertisements men and women are portrayed differently, and the differences correspond with traditional gender stereotypes.