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題名：電視廣告再現老人形象分析
書刊名：廣播與電視
作者：連淑錦 引用關係
作者(外文)：Lien, Shu-chin
出版日期：2012
卷期：35
頁次：頁27-56
主題關鍵詞：老人；廣告；孝順；性別刻板印象；刻板印象；Older adults；Commercials；Filial piety；Gender stereotypes；Stereotypes
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(7) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:7
  • 共同引用共同引用:248
  • 點閱點閱:231
本研究以質化取向的主題分析，針對電視廣告如何再現老人形象進行研究，主要關注於老人職業角色、出現場景、故事情節、對白與旁白等面向。本研究發現，台灣電視廣告中的老人形象是過度正面形塑的。這樣過度正面形象再現，雖然有助於提升社會大眾對老人族群正面的認知與期望；但卻也可能造成對老人族群過度想像或是期望。另外，本研究也發現電視廣告不只是傳遞中華文化傳統的孝順、三代同堂的社會理想價值外，更將性別刻板印象天衣無縫地融入其中。孝順父母的訴求卻只針對女兒，期盼她們不僅善盡媳婦的責任外，也要善盡女兒對父母的責任。但是，女兒卻從父母的關懷名單中缺席，這充分反映出兒子、女兒在孝道要求上的雙重標準與重男輕女的刻板印象。
Using thematic analysis approach, this study examined how television commercials portrayed older characters' images, focusing on older adults' occupation, presented scenes, storyline, communication scripts, and subtitles. Thematic analysis results revealed that older adults were well-over positively represented, in terms of their social status, health and stereotypes. The findings also confirmed that television commercial is gender stereotyped. Daughters were taught to be responsible for parents' healthy, but not for sons. The findings also showed that the traditional values of filial piety and elder respect interpenetrated into the whole storyline.
期刊論文
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會議論文
1.連淑錦、張雁冰(2012)。電視廣告再現老人角色分析。2012年北京大學新聞傳播倫理與法治國際學術研討會。北京。  延伸查詢new window
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學位論文
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圖書
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其他
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圖書論文
1.Namey, E.、Guest, G.、Thairu, L.、Johnson, L.(2008)。Data Reduction Techniques for large qualitative data sets。Handbook for team-based qualitative research。Rowman Altamira。  new window
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