摘要
通过操纵注意方式、刻板印象的启动方式及被试的刻板化状态,探讨了广告中性别刻板印象信息加工的方式和特点。结果表明:(1)广告中性别刻板印象信息的加工是自动化加工和控制性加工共同作用的结果,刻板化启动引起更多的自动化加工,反刻板化启动引起更多的控制性加工;(2)注意方式影响广告中性别刻板印象信息的控制性加工而不影响其自动化加工,集中注意时控制性加工的贡献最大;(3)对于广告中的性别刻板化信息,刻板化程度高的人具有更严格的判断标准。
Based on the confirmation and subjects＇ stereotypic degree that AD reflects the gender stereotype, acted attention levels, priming mode of stereotype, as the main variables, the study probed the information-processing mode and character of ADS＇gender stereotype. The results suggested that ： （ 1 ） The processing of gender stereotypic information in advertisements is a comprehensive result of the automatic processing and controlled processing. The stereotypic priming reduces to more automatic processing but counter-stereotypic priming reduces to more controlled processing. （2） The levels of distracted attention influences the controlled processing rather than automatic processing, and the controlled processing is most distributive on the fixed-attention condition. （3） Subjects with strong stereotype have more strict judgment criterion to the gender stereotypic information in advertisements.
出处
《心理学报》
CSSCI
CSCD
北大核心
2005年第6期819-825,共7页
Acta Psychologica Sinica
基金
"西北师范大学知识与科技创新工程资助项目"(编号CX03-01)
宁波大学校级课题"广告信息加工中性别刻板印象的实验研究(编号SS2004063)"
关键词
性别刻板印象
广告
信息加工
gender stereotype, AD, information processing.
