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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.6
- 수록면
- 1 - 26 (26page)
- DOI
- 10.14431/aw.2012.06.28.2.1
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초록· 키워드
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There have been few studies on gender representation in television advertisements featuring a Confucian culture. Based on a content analysis of 322 television advertisements, this article presents results of gender stereotypes, including females portrayed as younger and thinner than males and product categories reflecting typical gender associations. With regard to the latter finding, body care/cosmetics and household appliances were associated with females, and mobile phones and home entertainment products were associated with males. In contrast, counter-stereotypical gender representations included a numerical dominance of females and settings and voiceovers that showed no traditional gender association. The possible effects of such representations on the audience were analyzed using social cognitive theory.
목차
Abstract
Introduction
Theoretical Framework
Gender Representations in Television Advertisements
Method
Results
Discussion
Conclusion
References
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