| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 92 === At first, the main purpose of the study is trying to use content analysis by male role in TV advertise for each variable in advertise male role and design scale by myself. Then, we use SAS software for testing the validity and the reliability. When we know the scale’s validity and reliability are accepted, we can go to the second gradation. It would be choosed the magazines during 1986 to 2001 to analysis the advertising mail role in intertemporal content analysis audience’s perception. After all, we get eighteen advertising male role variables and four factor dimensions, they name 「male role in power dimension」、「male role in ability dimension」、「male role in externality dimension」、「male role in position dimension」. Then, we use SAS software to analysis and compaire each other the intertemporal eighteen variables.
The outcome of this research is as follows:
One: In the early years the advertising male role is often play the multistatus role, and the near-term often play the singal status role.
Two: The advertising male role’s garb is more bravery in 1996, and the near-term is plainer.
Three: It is more praise male in the early advertisment, but in the near-term it is more uncomplimentary.
Four: In the early male roles often present with others, but in the near-term the male role oftern present along.
Five: In the early male roles is more accordance the pratical male image, and the near-term is more discrepancy.
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