「男主內、女主外」探討廣告中非典型性別角色對廣告效果之影響機制

“Female Breadwinner and Male Housekeeper”Atypical Gender Role Mechanism in Advertising

過去幾年，雖然廣告商開始嘗試以非典型性別角色做為廣告的主軸，如男生可以被形塑為家庭主夫，女生也可以是在外打拼的家庭支柱；但在實務上，典型性別角色的廣告仍屬主流。因此，本研究探討非典型性別角色廣告是否會因不同於以往的性別角色描述產生不同的認知失調，並進一步影響廣告效果；此外，也加入消費者的認知需求程度以及廣告廠商最常使用的幽默訴求以探討不同程度非典型性別角色的廣告能被消費者接受的情況。本研究共執行三個組間實驗設計，結果發現低度非典型性別角色反而引發最高的認知失調，並進一步的影響廣告效果；而認知需求與幽默訴求的調節效果也產生一定的作用，使得中度非典型性別角色的廣告在廣告效果上具有一定的優勢。本研究的發現證實了性別刻板印象的框架已然弱化，性別的平等與多元已較為大眾接受，而廣告商則必須正視此一現象。

In past years, companies have used images of atypical gender roles in advertisements. For instance, a homemaker was depicted by a man and the breadwinner by a woman. However, the use of traditional gender roles is still the mainstream practice. Therefore, this study investigated the effects of different levels of atypical gender roles on advertising. Moreover, this study also included two important moderators: need for cognition and humor, which would lead an audience to rethink the meaning of gender roles. This study performed three between-subject experiments to examine the research arguments. The findings confirmed that a low-level atypical gender role causes the highest cognition dissonance, and influences advertising effects. Furthermore, after testing the effects of two moderators, a moderate level of an atypical gender role might be a riskless strategy for depicting gender roles in advertising. Moreover, gender stereotypes in Taiwan have weakened; that is, a typical gender role might no longer be accepted in general and advertisers and marketers should rethink their advertising strategies when depicting gender roles.