| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所 === 97 === The doctrine of religion demonstrates a definition of clamping down woman’s social status as second gender in patriarchalism, which imposes citizen’s attitude to follow the perspective. The idea impacts female role portrayals that characterize their image to fulfill delicate duty such as nurse in ads. Nevertheless, the nursing personnel provoke a controversial issue that professional educated women are not qualified in Chinese social virtue. Hence, the study examine the conflict to understand whether the doctrine of religion direct the public perspective between female role portrayals and nursing personnel in ads.
The study adopts SEM to analysis dimensions. The data shows woman has higher degree of piety in religion than man. However, those person disagree female nursing personnel should possess both beauty and professional medical knowledge. The ads receivers’ purchasing willingness is more or less influenced by negative and discriminative stereotype femininity portrayals, the portrayals also impact corporate image. On the opposite, the beautiful celebrity can bring better ads effectiveness. The reason can contribute to that the public think good looking person have better characteristic of personality, academic capacity, and professional knowledge.
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