当前中国媒体的商业广告,对女性角色、形象的表达明显地含有性别歧视的倾向。一是在角色表达上,多是传统意识限定下女性的传统角色:如洗衣、烧菜、终日操持家务的家庭妇女,身着职业装,紧随老总身后的秘书等;二是在形象表达上,为男性视角下的女性性对象化表达,表现为:种种年轻貌美女子或搔首、或弄姿,通过挑逗眼神的流露、丰腴胴体的泄露来刺激 At present, the commercial advertisement of the Chinese media obviously contains the tendency of gender discrimination in the expression of the female characters and images. First, in the role of expression, mostly traditional limitations of traditional women’s traditional roles: such as laundry, cooking, housewife all day long housewife, dressed in business wear, followed by the boss behind the secretary, etc .; the second is the image of the expression , For the male perspective of the female sexual object expression, manifested as: all kinds of young and beautiful women or head scratching, or nongzi, through the provocative look, revealing the abundance of carcass to stimulate