CAJ | 학술논문

文章首先介绍了性别角色定型的相关概念和广告中性别角色定型研究的理论基础，然后从内容分析和受众反应两个角度回顾并总结了有关电视广告中性别角色定型的研究。内容分析的结果表明：虽然经过了20多年的女权运动，电视广告中的性别角色定型并没有减弱；电视广告中的性别角色定型具有国际普遍性。受众反应的结果表明：受众对电视广告中的性别角色定型的反应是一个复杂的过程，会受到多种因素，比如性别、年龄、受教育程度和女性主义意识等的影响。
문장수선개소료성별각색정형적상관개념화엄고중성별각색정형연구적이론기출，연후종내용분석화수음반응량개각도회고병총결료유관전시엄고중성별각색정형적연구。내용분석적결과표명：수연경과료20다년적녀권운동，전시엄고중적성별각색정형병몰유감약；전시엄고중적성별각색정형구유국제보편성。수음반응적결과표명：수음대전시엄고중적성별각색정형적반응시일개복잡적과정，회수도다충인소，비여성별、년령、수교육정도화녀성주의의식등적영향。
At first, this article introduced the related concepts of gender stereotypes and the theoretical base of the researches on the gender stereotypes in television advertisements. The article reviewed the researches on the gender stereotypes in television advertisements from the points of view of the content analysis and audience＇s response. The results of content analysis showed that despite the feminist movement for more than 20 years, the gender stereotypes in television advertisements had not been reduced yet and it was universal around the world. The results of audience＇s response showed that audience＇s response to the gender stereotypes in television advertisements was a complex process and was influenced by many factors, such as sex, age, level of education, feminist consciousness and so on.