本研究從符號學的角度出發，分析了近七年 (1996-2003) 來的八支女性商品電視廣告，試圖發現當中的「新」男性形象以及再現意涵。研究發現廣告中的「新」男性形象不但具有男人與男孩的陽剛特質、女性陰柔特質，而且還融合了中國/西方/東洋等多元形象。另從更深入的男性觀看、性別權力、公領域與私領域、月經文化等影像來分析，這些再現的意涵雖顯示出傳統父權意識的鬆動，但若回歸「論述」(音部) 層面，我們仍舊發現，廣告中的言論 (對白、旁白等) 還是依循著堅固的父權意識邏輯運作而未有太大改變。

This research uses semiology to analyze eight TV advertisings of female goods. The researcher found that new man images in TV advertisings include not only man’s masculinities and woman’s femininities ,but also Chinese/Western/Eastern characteristics. Moreover, we also found the released hegemony of paternal ideology from the analyses of male gaze, sexual hegemony, public sphere and private sphere, and menstrual culture. But if we come back to see the discourses in those advertisings, such as the dialogues and opinions, we discovered that they still function as mouthpiece for paternal hegemony and haven't been changed a lot.