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女性性的框架:品牌广告中性别隐喻的认知研究

Amna Aziz¹, Xu Wen¹, Muhammad Khizar Hayat Naeem²

¹College of International Studies, Southwest University, Chongqing 400715, China.

Acta psychologica

|June 20, 2025

概括

广告使用性别隐喻,比如女性作为物体 (WAO),女性作为自然 (WAN) 和女性作为动物 (WAAN). 女性作为动物 (WAAN) 的比喻最有效地提高了品牌认知,而女性作为对象 (WAO) 则对其产生了负面影响.

科学领域:

消费者心理学消费者心理学
营销传播营销沟通
社会语言学社会语言学

背景情况:

广告经常使用隐喻语言来塑造消费者的看法.
认知隐喻理论 (CMT) 为理解抽象概念如何通过具体经验被理解提供了一个框架.
广告中的性别隐喻由于其潜在的社会和商业影响而值得进行批判性审查.

研究的目的:

调查广告中对女性的比喻表现.
分析这些比喻对消费者认知和整体品牌认知 (OBP) 的影响.
探索性别在解释这些广告隐喻中的作用.

主要方法:

一种结合批判性话语分析 (CDA) 和结构方程建模 (SEM) 的多方法方法.
对时尚,化品,运动服装和汽车行业的广告进行分析.
性别隐喻的识别和分类:女性作为物体 (WAO),女性作为自然 (WAN) 和女性作为动物 (WAAN).

主要成果:

WAO的隐喻导致了女性的客观化,对OBP产生了负面影响.
WAN比喻强调自然性,但可能会加强传统的性别角色.
WAAN的比喻是最有效的,描绘了赋权的女性,并大大提高了OBP.
性别影响隐喻的解释;女性对WAO的反应更为消极,对WAN和WAAN的反应更为有利.

结论:

广告中的性别隐喻作为认知工具和文化叙述.
广告商应该采用包容和赋权的女性形象,与性别平等原则保持一致.
战略性地使用像WAAN这样的比喻可以提高品牌认知,并与消费者产生积极共.

关键词:

品牌广告品牌广告品牌的知觉品牌的知觉在CDA中,CDA是最重要的.认知隐喻理论是认知隐喻理论.对女性性进行框架化.性别的隐喻性别的隐喻这就是SEM SEM.

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