Survey on College Students' Perception of Gender Division in Advertising（大学生对广告中性别分工认知的研究调查）

第一部分:基础信息

Part 1: Demographics

1. 你的性别 (Your Gender):

A. 男 (Male)

B. 女 (Female)

2. 你的专业领域 (Your Field of Study):

A. 人文社科 (Arts & Social Sciences)

B. 理工农医 (STEM)

C. 经济管理 (Business & Economics)

D. 艺术设计 (Arts & Design)

第二部分:广告感知

Part 2: Advertising Perception

你认为该广告的首要目标受众是谁？ (Who do you think is the primary target audience for this ad?)

全体家庭成员 (All family members)

职业女性 (Career women)

家庭主妇 (Housewives)

追求清洁效率的人 (People seeking cleaning efficiency)

当你看到这个标语时，你的直觉联想是？ (What is your immediate association with this slogan?)

赞赏：它关注到了女性的特定需求 (Appreciation: It addresses women's specific needs)

认同：清洁工作确实主要是由女性完成的 (Agreement: Cleaning is indeed primarily done by women)

违和：它潜意识里将清洁责任归于女性 (Dissonance: It subconsciously assigns cleaning responsibility to women)

无感：这只是一个普通的营销手段 (Neutral: It’s just a common marketing tactic)

3. 如果由你来重新设计该广告，你认为哪种卖点更具吸引力? (If you were to redesign the ad, which selling point would be more attractive?)

A. 强调产品更适合女性手型/体能 (Tailored for women's hand size/physical strength)

B. 强调产品的高科技和省力属性 (High-tech and labor-saving features)

C. 强调产品能减轻所有家庭成员的负担 (Reducing burden for all family members)

D. 强调产品设计符合现代审美 (Modern aesthetic design)

第三部分：认知图式与未来预期

Part 3: Cognitive Schemas and Future Expectations

请根据你的第一直觉，对以下陈述的认同程度打分（1-5分，1为强烈反对，5为非常认同）。
Please rate the following statements based on your intuition (1-5, 1=Strongly Disagree, 5=Strongly Agree).

即使我相信平等，我在看家务广告时仍习惯性地看到女性形象。
(Even though I believe in equality, I am accustomed to seeing female figures in domestic appliance ads.)

很不同意

很同意

我认为广告中展示的“男主外女主内”模式已经过时，但在现实中依然最稳固。
(I think the "breadwinner/homemaker" model in ads is outdated, but remains the most stable in reality.)

很不同意

很同意

当广告强调女性在家庭中的“专家”身份时，我觉得这无形中增加了女性的心理压力。
(When ads highlight women as "domestic experts," I feel it invisibly increases psychological pressure on women.)

很不同意

很同意

如果一个广告展示男性非常擅长做家务，我会觉得这种品牌更具现代感和包容性。
(If an ad shows a man being very skilled at housework, I find the brand more modern and inclusive.)

很不同意

很同意

10.

5. （场景题）如果你在未来事业非常成功，但由于你没时间做家务而导致家里凌乱，你是否会产生愧疚感?

会，觉得没能平衡好家庭责任 (Yes, I’d feel I failed to balance family responsibilities)

不会，我会雇佣家政或与伴侣平摊 (No, I would hire help or share the task with my partner)

不确定，取决于伴侣和家人的看法 (Uncertain, it depends on my partner/family’s views)

Other：

第四部分：开放性问题（定性分析）
Part 4: Open-ended Question (Qualitative Analysis)

11.

你认为当前的广告标语（如“更懂女/男性的XX”）在多大程度上影响了你对未来家庭分工的想象？请简要说明理由。
(To what extent do you think current ad slogans like "Understand Women Better" shape your imagination of future family labor division? Please briefly explain why.)