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首頁(yè)> 外文學(xué)位 >The relevance of skin tone: Viewers' responses to black models in advertisements.
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The relevance of skin tone: Viewers' responses to black models in advertisements.

機(jī)譯：膚色的相關(guān)性：觀眾對(duì)廣告中黑人模特的反應(yīng)。

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This research examined the influences of skin tone, gender, and racial identity on black consumers' responses to advertisements that feature black models of different skin tones. The effects of the independent variables were assessed via a two (respondent's skin tone: light vs. dark) by two (respondent's gender: male vs. female) by six (racial identity level: pre-encounter assimilation, pre-encounter miseducation, pre-encounter low-race, immersion-emersion anti-white, internalization multiculturalist, internalization afrocentricity) by two (female model's skin tone: light and dark) mixed-subjects experimental design within the context of two low-involvement products: toothpaste and chewing gum. The model's skin tone was manipulated using computer software to create a light and dark version (between-subjects variable) for each product (within-subjects variable). Thus, each subject randomly received two of a possible four experimental ads with the same model used in all ads. The dependent variables included the dimensions of source credibility, attitude toward the ad, attitude toward the brand, and purchase intention. Main effects and interaction effects of skin tone, gender, and racial identity were tested on the dependent measures. Out of the thirteen hypotheses tested, three received partial support. Partial support for gender as a main effect was found. Weak partial support was found for skin tone and racial identity as an interaction effect and racial identity as a main effect.
機(jī)譯：這項(xiàng)研究調(diào)查了膚色，性別和種族認(rèn)同對(duì)黑人消費(fèi)者對(duì)以不同膚色的黑人模特為特征的廣告的反應(yīng)的影響。獨(dú)立變量的影響通過兩個(gè)（受訪者的膚色：淺色與深色），兩個(gè)（受訪者的性別：男性與女性）和六個(gè)（種族身份級(jí)別：遭遇同化，遭遇教育不足， -在兩種低涉及量產(chǎn)品（牙膏和口香糖）的背景下進(jìn)行兩種對(duì)象（女性模型的膚色：淺色和深色）混合的低種族，沉浸式反白，內(nèi)部化多元文化主義者，內(nèi)部化非洲中心主義的實(shí)驗(yàn)設(shè)計(jì)。使用計(jì)算機(jī)軟件操縱模型的膚色，以為每個(gè)產(chǎn)品（對(duì)象內(nèi)變量）創(chuàng)建明暗版本（對(duì)象間變量）。因此，每個(gè)主題都隨機(jī)收到四個(gè)廣告中可能使用的兩個(gè)相同模型的實(shí)驗(yàn)廣告中的兩個(gè)。因變量包括來源信譽(yù)度，對(duì)廣告的態(tài)度，對(duì)品牌的態(tài)度和購(gòu)買意愿的維度。對(duì)膚色，性別和種族認(rèn)同的主要影響和相互作用進(jìn)行了相關(guān)測(cè)量。在測(cè)試的13個(gè)假設(shè)中，有3個(gè)得到了部分支持。發(fā)現(xiàn)部分支持性別作為主要影響。人們發(fā)現(xiàn)膚色和種族認(rèn)同作為一種互動(dòng)效應(yīng)而種族認(rèn)同作為主要效應(yīng)的部分支持不足。

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  • 作者

    Watson, Stevie.;

  • 作者單位

    Mississippi State University.;

  • 授予單位 Mississippi State University.;
  • 學(xué)科 Black Studies.; Business Administration Marketing.
  • 學(xué)位 Ph.D.
  • 年度 2006
  • 頁(yè)碼 229 p.
  • 總頁(yè)數(shù) 229
  • 原文格式 PDF
  • 正文語種 eng
  • 中圖分類 人類學(xué);貿(mào)易經(jīng)濟(jì);
  • 關(guān)鍵詞

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