受众对广告中性别角色定型反应的研究

为了了解广告中性别角色定型对受众产生的影响,通过问卷调查,探讨了个体性别角色、性别、年龄和受教育程度对广告中性别角色定型反应的影响过程。结果发现:性别、个体性别角色(分为传统性别角色和非传统性别角色)、年龄和受教育程度可以通过女性自主性意识间接影响受众对广告中女性模特被冒犯性描述的知觉,进而影响受众对企业的负面评价和购买欲望;研究同时发现年龄可以直接预测受众的购买欲望。     

Reasons to Buy: The Logic of Advertisements

This paper argues that advertisements have been wrongly conceived as appealing to the irrational. Advertisements contain a structure of argumentation, but often far more complex than would initially appear. Advertisements give reasons for consumers to choose products, voters to elect a candidate, or citizens to alter their behavior. The way they do so is to best explained in terms of their argumentative structure.     

广告信息加工中的性别差异

1 引言许多研究表明,广告代言人对于促进广告对受众的作用非常重要。Phillips(1996)认为,广告中的代言人可以吸引注意,提高对产品的再认和回忆,因为广告制作者用广告代言人将其所欲表达的诉求、意义赋予了产品。但至今尚未见到有人研究对于男、女性受众来说,不同性别的代言人就其所代言的品牌对他们的记忆能够产生多大作用。尤其是不同性别的代言人对不同性别受众的内隐记忆,即自动化加工的作用亦未见到有关研究。本研究试图用加工分离程序(PDP,Jacoby,1991)就不同性别广告代言人条件下,不同性别受众对其代言品牌的控制性加工和自动化加工作一初步探讨。     

Hume's nominalism and the Copy Principle

I consider some ways in which the Copy Principle (CP) and Hume's nominalism impinge on one another, arguing for the following claims. First, Hume's argument against indeterminate ideas isn't cogent even if the CP is accepted. But this does not vindicate Locke: the imagistic conception of ideas, presupposed by the CP, will force Locke to accept something like Hume's view of the way general terms function, the availability of abstract ideas notwithstanding. Second, Hume's discussion of nominalism provides support for the “old Hume” interpretation, that which takes the CP to be a criterion of meaningfulness, as against the “new Hume” reading, according to which it constrains what we can know. Finally, nominalism forces Hume to adopt a more complicated theory of ideas.     

主体关联性对贝叶斯推理概率估计的影响

用贝叶斯推理问题为实验材料,探讨了主体关联性对贝叶斯推理概率估计的影响。结果表明,当估计的事件与主体有关时,被试对消极事件概率估计较低,对积极事件概率估计值;当估计的事件与主体无关时,被试对消极事件和积极事件的概率估计无显著差异。反应时分析表明,被试对消极事件的概率估计比对积极事件的概率估计时间显著地长,当消极事件与主体有关时概率估计时间就更长;而对积极事件的概率估计,与主体有关和与主体无关时反应时差异不显著。这表明,被试对消极事件的概率估计(特别是消极事件与己有关时)更为慎重。     

电视广告中性别角色定型研究述评

文章首先介绍了性别角色定型的相关概念和广告中性别角色定型研究的理论基础,然后从内容分析和受众反应两个角度回顾并总结了有关电视广告中性别角色定型的研究。内容分析的结果表明：虽然经过了20多年的女权运动,电视广告中的性别角色定型并没有减弱;电视广告中的性别角色定型具有国际普遍性。受众反应的结果表明：受众对电视广告中的性别角色定型的反应是一个复杂的过程,会受到多种因素,比如性别、年龄、受教育程度和女性主义意识等的影响     

Racial Tolerance and Reactions to Diversity Information in Job Advertisements1

The present paper reports the results from two investigations that examined the degree to which racial tolerance influences Caucasians' attraction to organizations. In Study 1, 280 Caucasian job seekers rated the extent to which various organizational features would influence their interest in an organization. Findings suggested that (a) racial tolerance was related to the importance placed on organizational diversity, but not other factors (e.g., pay), and (b) that racial tolerance predicted the importance placed on organizational diversity above and beyond other relevant individual differences. Study 2 extended Study 1 by examining whether the diversity values expressed in job advertisements affect Caucasians' perceptions of organizational image and subsequent job pursuit intentions. The results of Study 2 indicated that racial tolerance was significantly related to organizational perceptions and pursuit intentions when strong diversity values were communicated in a job advertisement.     

Persuasiveness of Nationalistic Advertisements

A series of three experiments aimed to test persuasiveness of corporate image advertisements that appeal to nationalistic Australian symbols. In Experiment 1, 59 Psychology 1 students were shown two nationalistic advertisements and 32 students were shown two nonnationalistic advertisements from the same corporations. Only one nationalistic advertisement proved more persuasive than its non-nationalistic counterpart, and this effect was unrelated to the patriotism of subjects. In Experiment 2, the persuasive nationalistic advertisement from Experiment 1 proved more persuasive than its nonnationalistic counterpart but only for subjects that felt'Australian' ( n = 50), not for those who felt'Un-Australian' ( n = 50). To generalize beyond a single advertisement and beyond a college sample, Experiment 3 exposed a group low on Australian nationalism ( n = 32) and a group high on nationalism ( n = 32) to 15 advertisements varying in nationalistic content. "High nationalism" subjects judged highly nationalistic advertisements as most convincing in persuading them to'like the company and cosmopolitan advertisements as least convincing. The opposite was true for'low nationalism" subjects. Nationalistic corporate image advertisements are therefore only effective with highly nationalistic subjects.     

Argumentative Patterns in Over-the-Counter Medicine Advertisements

In this paper, an argumentative pattern that is prototypical for the communicative practice of over-the-counter medicine advertisements will be discussed. First, a basic argumentative pattern for this type of advertisement will be identified. In addition, an overview of various types of extensions of this basic pattern will be presented. Finally, it will be made clear how combinations of the basic pattern and specific extensions can be analysed as the result of strategic choices made by the advertisers concerning the type of arguments that are advanced, the argumentation structure and the presentation of their arguments.     

Gender Representation in Philippine Television Advertisements

This study analyzed 254 unduplicated primetime Philippine television advertisements from 2010 for differences in gender representation. Two coders independently coded the entire sample and achieved an intercoder reliability of greater than .700 for each reported variable. The findings are based on chi-square analyses and indicate a high prevalence of gender differences and stereotypes in Philippine television advertisements. For example, more males were shown in the workplace (17.9 % vs. 7.4 %), whereas more females were shown at home (45.9 % vs. 24.5 %); males were generally fully clothed (88.7 % vs. 44.6 %), whereas females were often suggestively dressed (52.7 % vs. 6.6 %); more males than females delivered voiceovers (46.1 % vs. 35.0 %); and product categories were stereotypically associated with gender. The only exception to these traditional, stereotypical gender portrayals was the predominance of female primary characters in television advertisements (58.3 % vs. 41.7 %). Overall, such stereotypical portrayals do not accurately reflect Philippine society, which is considered to be one of the most egalitarian Asian societies with regard to gender. By analyzing Philippine television advertisements, this study intends to close a gap in the still under-researched area of gender representation in developing countries, which could provide a more complete picture of this topic from an international perspective. The similarities and differences between this research and previous studies on this topic in developing and developed countries are examined. The possible effects of such representation on audiences are discussed based on social cognitive theory and cultivation theory.     

西方有关择偶启事的研究和论争

文章梳理了自20世纪70年代至本世纪初,西方以择偶启事为研究蓝本的择偶标准与择偶策略研究,展示了西方研究者运用进化心理学理论、社会学习理论与社会交换理论,对一般异性恋择偶,择偶启事回复率、初婚和再婚人士择偶,同性恋、异性恋、双性恋择偶间比较,以及网络启事择偶几方面的研究历程;预测了未来择偶启事研究的趋势应是几种理论间观点的相互借鉴与整合     

Thinking in Picture

Abstract :  We live today in a highly visual culture. Therefore, the author asserts that the use of visual images in preaching is an appropriate response of the church to the challenge of communicating the gospel in our pervasively visualized world. In making this argument, the author reviews the uses of art in the church's historical life, sets forth three theological assumptions that can ground such practice and urges a complementarity of words and images in homiletical practice. Words alone can be used to exclude people (e.g. doubters and heretics) from the embrace of the gospel. Images alone can be so all-inclusive in their meaning that they lead to superstition and idolatry. Words and images used together can communicate a holistic gospel to holistic hearers.     

Gender Stereotypes in Portuguese Television Advertisements

This study examined the portrayal of men andwomen in a sample of Portuguese television commercials,attempting to replicate and extend past investigationsdone in America, Australia, Britain, and Italy. The aim was to update Portuguese research andto compare findings across cultures. Three hundred andfour evening commercials were content analyzed by tworaters, one male and the other female, to check reliability. The attributes of each of theircentral figures were classified into 11 categories:gender, mode of presentation, credibility, role,location, age, argument, reward type, product type,background, and end comment. Strong evidence of differencesin the presentation of male and female characteristicswas obtained. The implications of results for thedevelopment and maintenance of gender roles arediscussed.     

An Analysis of Hyper-Masculinity in Magazine Advertisements

Hyper-masculinity is a gender-based ideology of exaggerated beliefs about what it is to be a man. HM consists of four inter-related beliefs, namely toughness as emotional self-control, violence as manly, danger as exciting, and calloused attitudes toward women and sex (Zaitchik & Mosher 1993). Adherence to HM is linked to a host of social and health problems in North America, such as dangerous driving and violence toward women (Parrot & Zeichner 2003). Advertising is believed to play a role in constructing hyper-masculinity (Kilbourne 1999). In this study, eight U.S. men’s magazines published in 2007–2008, differentiated by readership age, education, and household income, were analyzed for hyper-masculine depictions in their advertisements. Using a behavioural checklist with good inter-rater reliability, it was found that 56 % (n?=?295) of 527 advertisements depicted one or more hyper-masculine beliefs. Some magazines depicted at least one hyper-masculine belief in 90 % or more of advertisements. In addition, reader age, education, and income were all inversely related to the prevalence of hyper-masculine beliefs, with HM depictions presented more often in advertisements targeting young, less educated, and less affluent men. Implications of these findings for the well-being of men and society are discussed.     

Computer administration of the Peabody Picture Vocabulary Test to young children

Computer-controlled administration of the Peabody Picture Vocabulary Test to children between the ages of 4 and 13 years was shown to be feasible without the presence of a live examiner. Test-retest correlation coefficients were obtained in the range from .54 to .74 and were not significantly different from those obtained with manual administration in the PPVT standardization sample. Practice effects and IQ differences between the two forms of the test were nonsignificant.     

To Picture or Not to Picture: Levels of Erotophobia and Breast Self-Examination Brochure Techniques1

People's level of erotophobia influences their acceptance of sexually related situations, including the likelihood of engaging in sexually related health care such as breast self-examinations (BSE). Female college students (n= 61) completed a measure of erotophobia and read a BSE brochure that either did or did not contain instructional photographs showing a woman's breasts. As hypothesized when the brochure contained photographs, women high in erotophobia felt less competent in giving themselves BSE and were less likely to claim that they did things to improve their health. When the brochure contained no photographs, women low in erotophobia thought that the information was easier to understand and that BSE was more important.     

Seeing the Whole Picture

Much of what we need to plan for our survival is already known, but what we know, how we know, and who knows is divided up between disciplines. Thus much of the problem of ensuring our survival is a matter of learning across the disciplines. We identify four modes through which we bring disciplinary knowledge together: the unity of science, integrated assessment, heuristic models, and distributed learning networks. Although none of them are perfect, we can learn how to put our knowledge together across the disciplines much better than we do.     

Gender Stereotypes in Japanese Television Advertisements

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.     

受试者知情同意决策与家庭的相关度研究

在中国大陆,至少有以下四个方面的因素影响着受试者知情同意的决策,包括研究者的告知和研究者的导向、人体研究不同分期或类型的差别、受试者个体特质的状况、受试者家庭及类家庭成员(朋友、同伴等)的观念.这些因素与家庭的相关度不尽相同,家庭在不同领域、不同类型、不同层级的人体研究中参与决策表现出不同范围和深度.论证了在受试者知情同意决策过程中,需要受试者家庭或类家庭成员的参与,以实现保护受试者的目的.