什么是gender stereotypes 性别陈规定型/陈规定型观念/性别刻板印象 ?

在之前的帖子： 案例学习与分享:《性别在广告中角色变化的纵向分析:超级碗广告的内容分析》  和帖子：什么是性别刻板印象 中， 提到过这个名词。

现在弄到了论文的原文(A longitudinal analysis of the changing roles of gender in advertising_a content analysis of Super Bowl commercials)， 读的过程中， 就把值得记录和分享的用帖子发出来。

性别陈规定型是一种认为女性和男性应该拥有某些特质或特点、或认为其应该扮演某种角色的归纳性观点或先入之见。当性别陈规定型限制了女性和男性发展个人技能、追求职业生涯和对生活与人生计划做出选择的能力，它就是有害的。有害的陈规定型既可以是充满敌意/负面的（如：女人是不理性的）或看似温和的（如：女人负责养育）。比如，正是基于“女人更适合养育”的陈规定型，抚养孩子的责任往往会单独落在她们的肩上。

性别陈规定型指的是将具体的特质、特点或角色归于女性或男性个人，而理由仅仅是她/他属于女性或男性社会群体。当性别陈规定型观念导致违反或多次违反人权与基本自由，它就是错误的。这里的一个例子是，基于妇女是男人性财产的社会观念而未能将婚内强奸列罪入刑。

这是原文的摘要和关键词
Abstract:
Although the prevalence of gender stereotypes in advertising is well established, relatively
little research has examined gender stereotypes in the context of Super Bowl that is
arguably the most important event in US television advertising. This study systematically
examines gender representations across various product categories in Super Bowl
commercials over a 20-year period (1990
2009). Our findings detect and discuss shifts
in the cultural notions of gender constructed in advertising messages targeting the largest
and the most demographically diverse audience in US television. The paper concludes
with a discussion of the theoretical and managerial implications of our findings.

Keywords: gender portrayals; female stereotypes; male stereotypes; Super Bowl
advertising; content analysis; TV advertising

更细分的有female stereotypes和male stereotypes

看这几个材料，我才知道gender和sex是有区别的。gender是社会性别，sex是生理性别。在某些场景下，两个可以不一样