| ACKNOWLEDGEMENTS | 第1-7页 |
| 摘要 | 第7-8页 |
| ABSTRACT | 第8-11页 |
| INTRODUCTION | 第11-19页 |
| Ⅰ. Advertising:Forms and Varieties | 第11-15页 |
| Ⅱ. Perspectives and Theories | 第15-19页 |
| Chapter One The Stereotyping of Women | 第19-29页 |
| ·Stereotypes | 第19-22页 |
| ·Selective Perception | 第19-20页 |
| ·The Use of Stereotypes with Gender Portrayal | 第20-21页 |
| ·Concerns and Criticisms | 第21-22页 |
| ·Literature Review | 第22-29页 |
| ·Stereotyping of Women in Television Commercials and in Print Advertisements | 第23-26页 |
| ·The Lessening of the Stereotypes Associated with women | 第26页 |
| ·Stereotypical Portrayals of Women | 第26-27页 |
| ·Effects of Stereotypical Portrayals of Women | 第26-27页 |
| ·Reactions of Women and Men to Stereotypical Portrayals of Women | 第27页 |
| ·Gender Differences in Self-consciousness Traits and Advertising Responses | 第27-29页 |
| Chapter Two Sexual Objectification in Advertisements | 第29-43页 |
| ·A General Picture of Sex Images | 第29-32页 |
| ·Sexual Objectification and Psychoanalysis | 第32-37页 |
| ·Child Development | 第33页 |
| ·The Unconscious | 第33-34页 |
| ·Lacanian Mirror Stage | 第34-36页 |
| ·The Concept of the Compulsion | 第36-37页 |
| ·Sexuality and Beer | 第37-43页 |
| Chapter Three Beauty Images in Advertisements | 第43-57页 |
| ·Construction of Beauty | 第43-49页 |
| ·Recent Changes in Women Images | 第44-45页 |
| ·Not Easy to Change | 第45-46页 |
| ·New Industry,New Woman | 第46-48页 |
| ·Rationalization of Beauty | 第48-49页 |
| ·Semiotics and Beauty Images | 第49-51页 |
| ·Cosmetics and Beauty | 第51-57页 |
| Chapter Four The Social Implications of Stereotyped Images in Advertisements | 第57-64页 |
| ·Cultivation Theory | 第57-58页 |
| ·Social Issues and Controversies | 第58-64页 |
| ·Violence against Women | 第58-60页 |
| ·Eating Disorders | 第60-61页 |
| ·The Rise of a Cosmetically Enhanced Society | 第61-62页 |
| ·Impact on Younger Generations | 第62-64页 |
| Conclusion | 第64-66页 |
| BIBLIOGRAPHY | 第66-71页 |
| ADVERTISEMENTS APPENDIX | 第71页 |
