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Chyong-Ling Lin 《Journal of Business Ethics》2008,83(3):409-418
For a long time, female endorsers in advertising have been doing product information promotion in the market. However, with
more and more highly educated women participating in the labor force, the conception of feminist depictions in advertising
have become a perplexing issue. The traditional female role portrayals or stereotypes of the past are not able to totally
reflect the expectations, behavior, attitudes, and beliefs of contemporary women. The author collected print ads as data from
three types of the highest circulation magazines: foreign women’s magazines (Chinese edition), domestic women’s magazines,
and domestic management magazines subscribed to in Taiwan to investigate what were the favorite feminine patterns and feminist
depictions in a traditionally masculine society. The results showed classical beauty and girl-next-door images were “acceptable”
gender-role behavior exposed highly in domestic magazines, which might contribute to conservative Confucian beliefs. On the
other hand, being trendy was a significantly high preference for contemporary feminist depictions in foreign women's magazines;
it might be considered as being due to the increased educational level of women and female labor participation rate in the
work place as well as upgrading of social status. 相似文献
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Comparing Society’s Awareness
of Women: Media-Portrayed Idealized Images and Physical Attractiveness
An advertiser develops visual associations of signs and symbols to create a product image that motivates consumers. Today
is characterized by a solid consumer culture based on visual identity consumption that articulates and interacts with each
consumer’s daily actions, words, and visual perceptions. The frequent use of female role portrayals and physical attractiveness
in advertising contributes to an increase in society’s awareness of women. Some scholars have developed an ethical discussion
out of the phenomenon of female role portrayals not matching the public expectations because the portrayals are too narrowly
defined and women are unfavorably depicted. But another group has studied the product-type match-up hypothesis, which emphasizes
effectively employing attractive female endorsers that closely match the product type. The shift in female social status in
Taiwan contributes to the importation of foreign ideas such as feminine values, rituals, and esthetics. Women in Taiwan have
been introduced to a new feminism, a modified perception of appropriate personal appearance and behavior. This current research
utilizes content analysis and in-depth interviews to explore contemporary female role portrayals in advertising. In addition,
this article examines the relationship between the formation of contemporary physical attractiveness and visual consumption
in advertising. The results reveal that most endorsers were celebrities, with fit bodies and pleasant␣expressions, portrayed
as product users who offer personal experiences to deliver product knowledge. Conservation classical beauty was the most common
depiction, while sexual expression was the least common. Finally, this article recommends that different types of beauty,
posture, and appeal should be carefully selected to match domestic and foreign magazines’ readers. 相似文献
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Many studies have sought to understand the functional impact of humor in advertising, psychology, and communication. Doctors
and other healthcare providers may use humor to treat mental health conditions and for easing stress. This is because humor
acts as a tonic in reducing anxiety and resolving conflict. Because of similar benefits, humor is a suitable message medium
in advertising. This research specifically examines the relationships among product types, female depictions and humor in
its broad use in advertising. The objective is to identify compelling, contemporary and humorous female depictions in advertising.
Further, it is to conceptualize how humor can be used to successfully classify a product as fitting into one of the four categories
of the product color matrix. The results can offer an idealization for marketing managers and consumers to help them understand
how female role depictions can be effectively used with humor in ads. The four propositions developed herein are derived from
related literature, through the identification of marketing strategy formulations that achieve product memory enhancement
by adopting humor mechanisms properly matched with female role depictions. 相似文献
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