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性别文化,“由社会或某一些人共同承认的有关性别的价值观和意义实体化的物质载体和行动;而这些物质载体和行动对有关性别的价值观和意义体系塑型和转变的反作用力也是十分强大的。”①简言之,性别文化就是关于性别的价值观。在现代传播媒介中,电视广告是一种说服性的传播,而现代传播媒体又与社会发展密切相关,从经济、社会、文化等方方面面影响着人们的价值观念和生活方式。因此,电视广告媒介在性别角色观念和男女两性的发展进程中有着重要的影响,在构建先进的性别文化,
Gender culture, “” material carriers and actions that are collectively recognized by society or some people regarding the values and meanings of gender, and the reaction of these material carriers and actions to the shaping and transformation of gender-related values and systems of meaning is also Very powerful. "① In short, gender culture is about gender values. In modern media, television advertisement is a kind of persuasive communication, and modern media is closely related to social development, influencing people’s values and way of life in economic, social and cultural aspects. Therefore, the television advertising medium has an important influence on the concept of gender roles and on the development of men, women and men. In building an advanced gender culture,