商务传媒学院知识库

      随着互联网技术的不断发展，现代社交媒体上的广告信息泛滥，如何在一个
注意力稀缺的时代让受众短暂的停留是值得思考的问题。在众多广告创意变现的
过程中，反差手法可以称得上是百用不厌，反性别刻板印象广告的出现使原本平淡的陈述，变得跌宕起伏，抓住了大脑对反差的异常关心。
       本文以反性别刻板印象广告为切入口,运用调查研究为主的研究方法, 结合现实广告案例，通过整理传播学、广告学、心理学的相关文献，从表象到潜在的
对当前国内外的反性别刻板印象广告的影响因素进行了一次全面的剖析。通过研
究发现,反性别刻板印象广告中的广告代言人形象、产品性别、广告文案、广告
色彩设计都具有一定程度的性别倾向,是广告商在迎合受众多重身份及需求后制
定的特定意义框架下的产物，此类广告效果的影响因素对受众的社会性别认同起到重要影响。与此同时，本文指出,在反性别刻板印象广告流行的表象之下,潜藏着未解决的性别偏见、文化-精神困境等社会问题,需要引起社会重视。针对反性别刻板印象广告传播的形式，反向地提出了具有实操性的发展对策。最后，指出广告应当有正向的社会传播功能，期望反性别刻板印象广告能够促进性别平等，在社会生活中发挥积极的作用。

      With the continuous development of Internet technology, advertising
information on modern social media is flooding, how to make the
audience stay for a short time in an era of scarce attention is a question
worth considering. Among the many forms of advertising creative
realization, the contrast technique can be said to be endless. The
emergence of anti-gender stereotype ads makes the original plain
statement become ups and downs, and captures the brain's abnormal
concern for contrast.
       This article takes anti-gender stereotype advertising as the entry
point, uses research methods based on investigation and research, and
combines realistic advertising cases to sort out relevant literature on
communication, advertising, and psychology, from appearance to
potential reflections at home and abroad. A comprehensive analysis of the
influencing factors of gender stereotype advertising is carried out. The
study found that the image of the spokesperson, product gender, ad copy,and ad color design in anti-gender stereotype ads all have a certain degree  of gender inclination, which is a product of a specific meaning framework  formulated by advertisers after catering to the multiple identities and  needs of the audience. , The influencing factors of this kind of advertising  effect have an important influence on the audience’s gender identity. At  the same time, this article points out that under the appearance of the  popularity of anti-gender stereotype advertising, there are hidden  unresolved social issues such as gender prejudice and cultural-spiritual  dilemma, which need to be paid attention to by the society. Aiming at the dissemination of anti-gender stereotype advertising, it puts forward practical development countermeasures. Finally, it is pointed out that  advertising should have a positive social communication function, and it is expected that anti-gender stereotype advertising can promote gender equality and play an active role in sociallife.