Itisassumedthatmenandwomendiffertosomeextentinusinglanguageinvarioussocialdomains.Apartfromdistinctivephysiologicalfeatures,asavehementlyconvincingsymbol,thelanguageoneusesmaymarkhisgenderwithspeciallabels.Basedontheselectionofthirty-twoChinesecommercialadsfromTV,thepaper,fromtheperspectiveofsociolinguistics,especiallythepertinencebetweenlanguageandgender,attemptstoexplorehowgenderidentitiesaremanifestedandconstructedthroughqualitativeanalysesofadvertisinglanguage.Then,thepaperalsotriestopresentsomepotentialaccountsforthedifferentgenderidentitiesandsomesuggestionsforreducingsexismthroughadvertisinglanguage.