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This document is downloaded from Outstanding Academic Papers by Students (OAPS), Run Run Shaw Library, City University of Hong Kong. Title 敘事角度下視頻廣告的男女形象: 以香港 2005‐2018 信用卡視頻 廣告為例 Author(s) Chen, Shuting (陳舒婷) Citation Chen, S. (2018). 敘事角度下視頻廣告的男女形象: 以香港 2005‐ 2018 信用卡視頻廣告為例 (Outstanding Academic Papers by Students (OAPS), City University of Hong Kong). Issue Date 2018 URL http://dspace.cityu.edu.hk/handle/2031/9107 Rights This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner. Access is unrestricted.
This document is downloaded from Outstanding Academic
: 2005-2018This document is downloaded from Outstanding Academic
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Title : 20052018
2018 (Outstanding Academic Papers by
Students (OAPS), City University of Hong Kong).
Issue Date 2018
URL http://dspace.cityu.edu.hk/handle/2031/9107
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8 : <>(2013) 47 9 Pollay, R. W. The distorted mirror:
Reflections on the unintended consequences of advertising. Journal
of Marketing, 50(2) (1986): 18.
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Students (OAPS), Run Run Shaw Library, City University of Hong
Kong.
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2002
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3
gender stereotypeself-perception17
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Advertisements in Hong Kong: A Semiotic Study, social issue of
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31 ,(2009 ) 65-102 13 Bandura, A. Social cognitive theory of mass
communication. In J. Bryant & M. B. Oliver (Eds.), Media
effects: Advances in theory and research (3rd ed). (New York, NY:
Routledge, 2009), 279. 14 Gerbner, G., Gross, L., Signorielli, N.
& Morgan, M. Aging with television: Images on television drama
and conceptions of social reality. Journal of Communication, 30(1)
(1980): 37.
15 Oppliger, P. A. Effects of gender stereotyping on socialization.
In R. W. Preiss, B. M. Gayle, N. Burrell, M. Allen & J. Bryant
(Eds.), Mass media effects research: Advances through
meta-analysis. (Mahway, NJ: Lawrence Erlbaum, 2007) ,201
16 Furnham, A. & Chan, F. The gender-role stereotyping of men
and women in Hong Kong television advertisements. Psychologia: An
International Journal of Psychology in the Orient, 46(4) (2003):
213
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24
McArthur 40
20 25
18 Bem, S., & Estes, William K. Gender schema theory: A
cognitive account of sex typing. Psychological Review, 88(4),
(1981): 360.
19 Huston, A.C. “Sex-typing”, in Hetherington, E.M.(Ed), Handbook
of child psychology: Socialization, Personality, and Social
Development Vol. 4, Wiley, New York, (1983):391
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2015
26Lee, 2003; Siu & Au, 1997; Tan, Ling & Theng, 2002; Wee,
Choong & Tambyah, 1995(Bresnahan et al., 2001; Tan et al.,
2002; Wee et al., 1995)(Cheng, 1997; Paek, Nelson & Vilela,
2011; Siu & Au, 1997)
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32 <>2011 33 <> 4 2006 34 Furnham, A. & Chan, F.
The gender-role stereotyping of men and women in Hong Kong
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35 Furnham, A. Mak, T., & Tanidjojo, L. An Asian perspective on
the portrayal of men and women in television advertisements:
Studies from Hong Kong and Indonesian television. Journal of
Applied Social Psychology, 30(11) (2000): 2357.
36 Moon Y.S., Chan K. Gender portrayals and the gender of nations:
an extended study in Asian cultures. In: Diehl S., Terlutter R.
(eds) International Advertising and Communication. (DUV,
2006)
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