The University of Auckland, Faculty of Education, School of Learning, Development and Professional Practice, Private Bag 92601, Auckland 1150, New Zealand.
J Soc Psychol. 2013 Mar-Apr;153(2):175-95. doi: 10.1080/00224545.2012.717974.
The stereotypical depiction of men and women and of ethnic minority groups in advertisements is problematic because studies have shown that repeated exposure to selective portrayals of particular groups can lead to viewers adopting distorted beliefs about those groups. The current study examined the contemporary portrayal of men and women and of ethnic minority groups in New Zealand television advertisements. Over 3,000 advertisements were coded. Men and women were less often depicted in stereotypical roles than has previously been reported. However, White actors dominated the screen with Maori and Pacific Island people only being proportionally represented in advertisements that presented negative stereotyping. The findings were similar for Asians whose portrayal also appeared to be stereotypical. The authors call for more equitable appearances of women and ethnic minority groups.
广告中对男性、女性和少数族裔的刻板描绘是有问题的，因为研究表明，反复接触对特定群体的选择性描绘可能导致观众对这些群体产生扭曲的看法。本研究考察了新西兰电视广告中对男性、女性和少数族裔的当代描绘。对 3000 多个广告进行了编码。与之前的报道相比，男性和女性较少被描绘成刻板角色。然而，白人演员占据了银幕主导地位，毛利人和太平洋岛民只有在呈现负面刻板印象的广告中才得到相应的代表性。亚洲人的描绘也似乎是刻板的，其结果也类似。作者呼吁更公平地展现女性和少数族裔。
