女性商品广告基于特定的目标消费群体,在把握女性心理上下足了功夫。近年来一些女性产品开始探索用男性代言女性商品从而吸引女性消费者的新思路。本文从性别文化的角度对女性商品中的男性形象进行分析,本文先从理论和现实角度分析女性广告中出现男性形象的原因,然后以三则亚洲男明星代言口红为例展开案例分析,最后分析此类广告的不足与缺陷。 Women’s product advertising based on a specific target consumer groups, in the grasp of female psychology up and down enough. In recent years, some women’s products have begun to explore the new ideas of using female endorsements of women to attract female consumers. This article analyzes the male image in the female goods from the perspective of gender culture. This article first analyzes the reasons why the male image appears in the female advertisement from the perspective of theory and reality. Then the case analysis is made with three Asian male celebrity endorsers lipstick as an example. Finally, Lack and deficiency of such ads.