On Non-traditional Design of Advertisement from the Perspective of Gender Differences

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As a culture conveyer, advertisement can not only influence its audiences on their attitudes and behaviors, but also reflect prevailing cultural values of a society and the transformation of certain cultural norms. Therefore, more and more scholars have regarded it as an important research object in the field of economics, even in the field of sociology. This paper analyzes Chinese and English television advertisements on the basis of Social Gender Theory and Hofstede's Masculine vs. Feminine. Through the comparison between traditional and modern advertisement, conclusion can be drawn as follows: gender differences is also one of the important factors that affect the market segmentation; the non-traditional advertisement design from the perspective of gender differences just adapts to the changes of modern social cultures and economic values.