Intervention Research Of Advertising Gender Stereotypes

This research conducts the psychology experiment from the respect of implicit social cognition to investigate the existence and intervention of advertising gender stereotypes. This study is divided into three experimental studies:The first part of the studies is discussing about the existence of the explicit attitude of advertising gender stereotypes. Using free association questionnaire and explicit gender stereotypes questionnaire, 70 undergraduate students from was tested. The results show that explicit gender stereotypes exist in advertisements. In the advertisements, men are frequently matched with the professional products while women are usually taken as the spokesman of the life-giving products.The second part of the studies is discussing about the existing of implicit advertising gender stereotypes. Using IAT developed by Greenwald to test 36 undergraduate students, the results show that implicit gender stereotype is an objective reality. Furthermore, different degrees of being stereotyped from implicit gender stereotypes test were significantly different. Subjects with strong stereotype have more powerful implicit operational intensity.The third part of the studies is discussing about the plasticity of implicit advertising gender stereotypes. 54 undergraduate students were intervened by using Evaluative Conditioning (EC) during IAT test. The results show that the IAT can be changed by the subliminal EC. Meanwhile it is found that the higher strength of the implicit stereotypes more easily be changed.