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研究生： 王宜燕
論文名稱： 電視廣告的性別角色分析
指導教授： 羅文輝
學位類別： 碩士
Master
系所名稱： 傳播學院 - 新聞學系
Department of Journalism
論文出版年： 1991
畢業學年度： 79
語文別： 中文
論文頁數： 115
相關次數： 點閱：380  下載：0 
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    • 目錄
    第一章 緒論.................... 1
    第一節 研究問題之陳述.................... 1
    第二節 研究目的.................... 8
    第三節 論文結構.................... 9
    第二章 文獻探討.................... 14
    第一節 精神分析學對性別認同發展之觀點....................14
    第二節 性別角色刻板化研究之探討.................... 20
    第三節 電視廣告性別角色之內容分析研究探討.................... 22
    第四節 研究架構及研究假設.................... 30
    第三章 內容分析法.................... 36
    第一節 選樣.................... 36
    第二節 類目建構及其範疇.................... 38
    第三節 前測與登錄過程.................... 46
    第四節 信度分析.................... 47
    第四章 資料分析.................... 50
    第一節 基本資料.................... 50
    第二節 廣告片中之女性主角及男性主角在各變項的分布狀況比較.................... 51
    第三節 女性主角及男性主角在各變項間的差異分析.................... 56
    第五章 從結構語言學角度剖析廣告潛藏的性別刻板化訊息 6 1
    第一節 廣告的結構及其製造意義的過程.................... 61
    第二節 性別角色刻板化之深度分析.................... 67
    第六章 結論....................83
    第一節 重要發現與討論....................83
    第二節 研究限制與建議....................89
    參考書目.................... 98
    附錄一:有效樣本數一覽表.................... 102
    附錄二:登錄表.................... 107
    附錄三:登錄須知.................... 112

    參考書目
    一、中文部分
    李美枝(民79 年) 女性心理學。台北:大洋。
    梁濃剛(民78 年) 回歸佛洛依德。 台北:遠流。
    趙彥寧(民79 年) 意識型態-司迪麥-性別角色。清華大學社會人類研究所碩士論文。

    二、英文部分：
    Althusser. L.(1971). "Ideology and Ideological State Apparatuses. "Lenin and Philosophy and Other Essays. New York and London: Monthly Review Press.
    Butler. Matida and William Paisley (1980). Women and the Mass Media. New York: Human Sciences Press.
    Chodorow. Nancy(1974). "Family Structure and Feminine Personality. "in Woman. Culture & Society. Michelle Zimbalist Rosaldo (ed.) Standford: Standford University Press.
    Courtney. Alice E. and Sara Wernick Lockeretz(1971). "A Woman's Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements,"Journal of Marketing Research. 8(Feb.): 94-95. Courtney , Alice E. and Thomas W. Whipple(1980), Sex Stereotyping in Advertising: An Annotated Bibliography. Cambridge, Mass. : Marketing Science Institute.
    Courtney,Alice E. and Thomas W. Whipple(1983), Sex Stereotyping in Advertising. Toronto: D.C. Heath and Company.
    Courtney, Alice E. and Thomas W. Whipple (1974), "Women in T.V. Commercials, "Journal of Communication. 24(Spring):110-118.
    Courtney,Alice E. and Thomas W. Whipple(1978), Canadian Perspectives on Sex Stereotyping in Advertising. Ottawa: Advisory 'Council on the Status of Women.
    Cowie,Elizabeth (1977). "Women Representation and the Image, "Screen Education. 23:15.
    Dominick. Joseph and Gail E. Rauch(1972),"The Image of Women in Network T.V. Comillercials, "Journal of Broadcasting. 16(Summer): 259-265
    Ferguson, Jill Hicks et. al.(1990), "In the Pages of Ms.: Sex Role Portrays of Women in Advertising." Jounal of Advertising. 19(Nov.):40-51.
    Frued, Sigmund (1938), The Interpretation of Dreams. New York: Basic Books.
    Grosz, Elizabeth(1990), Jacques Lacan: A feminist introduction. London: Routledge .
    Hennessee, Judith Adler and Joan Nicholson (1972), "Now Says: Commercials Insult Women." New York Times Magazine. 28(May):12
    Horner, M. S. (1972), "Toward on Understanding of Achievement Related Conflicts in Woman, "Journal of Social Issues. 28:157-176
    Lacan, Jacques(1977), ECRITS: A SELECTION. London: Tavistock.
    Leiss, William and Stephen Kline(1986), Social Communication in Advertising. London: Methuen.
    Marecek, Jeanne et al. (1978), "Women as T.V. Experts: The Voice of Authority?" Journal of Communication. 28(Winter):159-158.
    McArthur, Leslie Z. and Beth G. Resko(1975), ." The Portrayal of Men and Women in American Television Commercials, "Journal of Social Psychology. 97 (Dec.): 209-220.
    Merton, Robert K. (1968), Social Theory and Social Structure. New York: Free Press.
    Mitchell, Juliet(1974), Psychoanalysis and Feminism. Landon: Allen Lane.
    O'Donnell, William and Karen J. (1978), " ? Update: Sex-Role Messages in T.V. Commercials," Journal of Communication.28(Winter):156-158.
    Pingree, Suzanne et al. (1976). "A Scale for Sexism," Journal of Communication.26(Autumn):193-200
    Scott, Rosemary (1976), The Female Consumer. New York: John Wiley.
    Thompson, John B. (1984), Studies in the Theory of Ideology. Oxford: Basil Blackwell.
    Vestergaard, Torben and Kim SchrOder (1985), The Language of Advertising. Oxford: Basil Blackwell.
    Weedon, Chris (1987), Feminist Practice & Poststructuralist Theory. Oxford: Basil Blackwell.
    Williamson, Judith (1984), Decoding Advertising. New York: Marion Boyards Publishers Inc ..

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