男色在审美多元化的时代只要善加利用,就能转化为无限商机。[1]于是,越来越多的男性开始出现在电视广告中。这些形象的建构在贯穿广告主促进销售意图的同时,也极力为消费者带来一种审美的享受。本文试图总结电视广告中所建构的男性形象的类型,分析存在的问题并提出相应的应对措施。 In the era of aesthetic diversity, male colors can be transformed into unlimited business opportunities by making good use of them. [1] Therefore, more and more men began to appear in television commercials. The construction of these images in the advertisers throughout the promotion of sales intentions, but also strongly for consumers to bring an aesthetic enjoyment. This article tries to summarize the types of male images constructed in TV commercials, analyze the existing problems and propose corresponding countermeasures.