The Research on the Female Stereotype of the Online Games Advertisements in Taiwan

Abstract

In advertising and culture, the values of genders are often exploited in the advertisements with distorted values of the female gender. This study emphasizes how online game advertisement discriminates against and influences the female image through gender differences. Thus, we show the bias Taiwanese people have toward women using documents and records to encourage people and advertising agencies to recognize that women‘s role in society has changed, and to overcome gender stereotypes by increasing gender equality.This study analyzes this issue from three dimensions, namely, the advertisement-created image of women, online game consumers‘ gender, and social aspects related to the objectification of women, for a comprehensive investigation of product advertisements and women‘s roles. However, protecting women‘s safety, respecting diverse development, practicing gender equality, and enhancing shared governance between men and women can reduce the gender difference conflicts between men and women and confirm women‘s overall exceptional performance.