广告不但销售商品,同时也建构人们的生活想象与安身立命的价值观。本文借助文化研究与女性主义最常使用的工具———符号学,引入其观点,将广告视为社会文化体系中的一部分,通过分析其构成方式及意指活动,考察广告如何与社会其它系统互动,以此进一步了解媒体,尤其是广告背后的意识形态诉求。 Advertising not only sells goods, but also constructs values ​​for people’s life imagination and survival. This article uses the semiotics of cultural research and feminism’s most commonly used tool, semiotics, to introduce its viewpoints, to view advertisements as part of the social and cultural system, and to examine how advertisements and other social systems are analyzed by analyzing their compositional forms and referential activities. Interaction to further understand the media, especially the ideological appeal behind advertisements.