Abstract
Based on the confirmation that AD reflects the gender stereotype, acted attention levels, priming mode of stereotype, and subjects’ stereotypic degree as the main variables, the study probed the information-processing mode and character of ADS’ gender stereotype. The results suggested that: (1) The processing of gender stereotypic information in advertisements is a comprehensive result of the automatic processing and controlled processing. The stereotypic priming reduces to more automatic processing but counter-stereotypic priming reduces to more controlled processing. (2) The levels of distracted attention influences the controlled processing rather than automatic processing, and the controlled processing is most distributive on the fixed-attention condition. (3) Subjects with strong stereotype have more strict judgment criterion to the gender stereotypic information in advertisements.
| Keywords: | gender stereotype; AD; information processing |
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