本研究主要檢視兒童玩具電視廣告中如何呈現性別角色的面貌,目的在了解以往性別刻板印象是否仍舊存在於現今的兒童廣告中。主要以內容分析檢視2006 年7 月、2007 年7 月以及2008 年7 月三個月份的兒童玩具電視廣告。剔除相同的廣告後,一共側錄81 則電視玩具廣告作為分析的樣本。類目的建構則是依據國外相關研究建構而成,主要類目包括廣告中主導角色的性別、旁白聲音、產品屬性、使用玩具的動作快慢、有無攻擊行為、玩耍情境、氛圍、玩耍時的人數。研究發現,兒童玩具電視廣告中男童仍是主要的代言者,玩具產品的介紹者主要是男性旁白聲音、以男性訴求的產品佔市場多數。另外,以男童為主導的電視廣告中跟以女童為主導的電視廣告中,所呈現的男女特質明顯有不同。男童被描繪成習慣一個人獨自玩耍玩具,展現出快速的動作與物件攻擊,並常在室外玩耍,整個氛圍顯示出戰鬥、競賽與挑戰。女童則被描繪成經常結伴玩耍玩具,動作速度的呈現適中,並不會有物件的攻擊,幾乎都在室內玩耍,整個氛圍顯示出夢幻、美麗與甜蜜。研究結果顯現兒童玩具電視廣告中的性別角色仍存在某些既定的刻板印象。
This study examined how gender roles portrayed in children’s toy commercials. Content analysis was conducted to analyze 81 commercials which were recorded from cable TV channels in July 2006, July 2007 and July 2008. Categories were constructed according to related studies. The main categories include the gender of spokesman, voice-over, product attributes, speed of activity, aggression behavior, playground outdoors or indoors, and the mood of commercial. Results were consistent with those of previous research in that boys were depicted as being more active, aggressive, and often play outdoors than girls. Besides, the present study also found that the mood of boy’s commercial was struggle, competition and challenge. However, the mood of girl’s commercial was dream, beauty and sweet.