In order to explore whether gender stereotypes existing in Chinese magazine advertisements,the study examined the portrayal of men and women in 8 categories by conducting content analysis of the central figure in the 13 kinds of the mass magazine advertisements in China.

magazine advertisements.

Chinese magazine advertising improves rapidly with its good commencement and standardized operation.

Translation of Chinese advertisements into English is a restructuring process.

This article takes the Chinese advertisements,which target specially male or female consumers respectively,as the data,analyzes the language of those advertisements from the perspective of CDA and reveals the sex identity construction in the texts of advertisements.

Based on Jef Verschueren s adaptation theory, the present study analyzes how the advertiser achieves the purpose of advertising in the flexible use of idioms in Chinese advertisements, from the perspective of correlates of adaptability of contexts.

Because of the cultural differences, English and Chinese advertisement languages have different aesthetic characteristics in terms of both the languages themselves and cultural connotations.