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18 [, 2015].,., [Yu, Park, Sung, 2015]...,,,,,.,,,,.,, [, 2013]...,,,,,,., :,,, -. «-».. «-, -, 18

19 ,» [, 2003]..., «-»,, «-». -, «,»,, [, 2010].,,,,,,...,.,,, [, 2004,. :, 2012: 65].,,..,.,, : «森林木十» 木 ( ),. 十,.,, «是 I, 你是 you, 来是 come, 去是 go, 头 yes, 摇头 no, 谢谢 thank you» 19

20 , 摇头丸,,,.,,, ( ).,,, ( 珍爱生命禁绝毒品 yes to life, no to drugs) [, 2010].,,,,,,.,,,, :. / «gender dimension», «gender roles» [G. Hofstede, G.J. Hofstede, Minkov, 2010]... [, 2013: 121].,, 20

21 ...,,, ( - ),, (,..).,,, - [ ]., -,,, «,» [, 2009]...,,.., «Gender Advertisements»,,.., «( )»,,, «,» [, 2011: 96 97].,,,.,.,., 21

22 (globalization+localization),.,,,,, [Moraru, 2013]. «Advertising»,., «,».,,,, [Gregg, McDonogh, Wong, 2005: 12].,.,, «,» [, 2008: 184]..,.. «,,. -,,.,,,,» [ ].,, :,..., - 22

23 ,, [, 2012: 134]. :, «,»., «,, ( 不知礼, 无以立也 )» [ : 137]...,,,, «,,,». :, ;,.,,,.,.,, BMW - ( 宝马 ). (), «欧莱»., 23

24 : «,,,,,,, -.,,,,» [, 2015:7].. «Gender Advertisement».,,, «,,,.,» [Goffman, 1979: 27].,,,,,,.,. 1.2.,., 24

25 .,,,. «,,,,,» [Cook, 2001]...,.., -.. «-» [, 2011: 20],...,,, «( ),,,» [Leeuwen, Jewitt, 2001: 134]...,, : «(..,..,..,..,.. ),,,,,,» [, 2012: 33]... : «,,. 25

26 , :» [, 2015: 10].,,,...,,,,,, [ : 9].,.,,,,., (, ),,.,,, (the meaning potential), [Jewitt, 2016]. ( )., «: ( / ) (, )» [,, 1990: ]. C.., «, 26

27 (, ), (,, )» [, 2009: 2]...,,,..,, [, 2003]..,,,, ( (L`oreal), «, Maybelline»).... ( ) :,,,,, ( ) [, 2009: 3]... : (,,, ); ;. 27

28 ., ( ), : -,? (, / ). -? (, ). - -? (, ) [Fairclough, 2003]..., «Multimodal Discourse».,, : 1. ( ); 2. (,..); 3. ( / :,,, ); 4. (, ;, ; ) [Kress, Leeuwen, 2001].. : 1. ; 28

29 2. (viewing data «through the lens of research question»); 3. ; 4., ; 5. : (,, ), (,, ), (,, ), (, ). (embodiment), ( / ; ), ( / / - ),,, ; 6. ( ) (analysing across modes):,,, (multimodal ensemble); 7. [Jewitt, 2016].,,.,,.. 29

30 1., :,,,..,. (, -,,, );.,,,.,.,.,...,, -,,,,,.,,., ( ),,,. 30

31 ,,,, XX. «IBM» (cultural dimensions):,,,, (indulgence).. «Exploring Culture».,... 7., : 1. ; 2. ; 3.,, ; (be subservient). ; 31

32 4. (, ) ; 5., (,, ) ; 6. ; 7.,,. «Exploring Culture»,.,,,. (subservient and docile), (act like «one of the guys»),,,., :,,,.,,,,, (core distinction: man/woman).,,,, ( )., ( ).. : 1. (,, ); 32

33 2. ; 3.,,, ; 4. (, ) (play down),, ; 5. ; 6.,, ; 7., (permissive) [G.J. Hofstede, G. Hofstede, Pedersen, 2002].,. ;,,.,,.,., / (core distinction: caring/needing care). :,,,, ( 5 16) [G.J. Hofstede, G. Hofstede, Minkov, 2010].,,

34 :,. 1. : ;,. :,,,,,,,,,,,. :,,,,,,,. :,,,,. :,. :,,,,,,,, :,,,,,,,,,,,,. :,, small talk. :,.,, :,,,,,.,, :,,,,. 34

35 » / vs, «,.. (,, ),,.,,,, [,, 1978].,.,,,., : «/ ( a, ),, /,» [,, 2003]., «,, 35

36 »;, «,» [Brownell, Wasserstrom, 2002].,,.,.,,.... : «.,,,., -. < >,.,,» [Goffman, 1979: 14,. :, 2014: 97]...., «Playboy», «MS», «Time»,.,,..,..,, «, 95 %,,» [, 2014: ].,,,,,,. 36

37 ,,,,..., «.» [, 2012: 169] ,,... (.,.,.,.,.,..) XX. : «. «,,» [Bem, 1993,. :, 2011: 86].,., «:,,, -,,,, 37

38 ,,,...,,,» [Goffman, 1963,. : Kimmel, Aronson, 2004]., : «..,» [Gregg, McDonogh, Wong, 2005: 265].., (Barlow, Furth, Xiaojiang),,, ( ): ( 家 ),., 女 ( ), 妇 ( ) 母 ( ). ( 女性, ) ( ) 女性妇女, [Chong, 2013].,, (, ) 38

39 ,.. «Masculinities in Chinese History»,,,,.,,. «,,, -» [Hinsch, 2013: 53]. : ; wenwu 文 ( ).,,,,.,.,. «( 文 ) ( ),,» [Louie, Edwards, 1994:138]..,,.,, «39

40 » [Hinsch, 2013:3].,,. 花木兰,,, ( 妇好 ), -., ( X. XX.),,,, ( 缠足 ):,,. 3-4 «-», -,., (, «金瓶梅», ).,.,., 曲艺, -,, (body problem). (Luo Yusheng, Wang Yubao)., «Luo Yusheng 40

41 ,»., : (XII-XIV.) cross-casting ( ),,,,. ( ) cross-casting,,,,,, [Lawson, 2014]. XXI.,,.,., ( 王玲 ) ( 统层面的男性形象 ), ( 英形象 ), ( 男外 ) ( 功者形象 )., ( 反统层面的男性形象 ) : ( 男内, ), ( 小男人, / /, ) ( 新新人类的男人,,,, )., - 41

42 ( 男外, 女内 «,»),, ( 男内 ),,,.,,,, [ 王玲 Wang Weiling, 2010].,, «Chinese Femininities, Chinese Masculinities»,.. (,, ). :..,,,,,.,, (,,., «:,».. ) [Brownell, Wasserstrom, 2002].,,.., : «42

43 ,,» [Teng, 1996;. : Chong, 2013].,,, ( 男尊女卑 ). 2.2.,. Budweiser Dove., ( ), ( )., Budweiser ( 1 ),,., (Not small. Not sipped. Not soft. Not backing down),, (small, soft).,., 43

44 (Not for everyone. This Bud`s for you). :,,,,., ;,. ( 4 ), ( ).,, -. : ( 根本不 ), ( 不管你怎么说, 是不会放弃的 «,»), ( 最开心的大笑 ). ( ),., (. 支持, 温暖 «,», 理解 ; ),. : ( ) ;,,,, 44

45 .,., ( 走走, 人总要学着自己长大 «,,»),,,,.,,.., Dove Hair 4 :, -,,., :,.. : -, ( 有人说他们说人家说 «,,»), ( 头发么短, 头发染得么乱糟糟, 头发么爆 - 夸张了 «аки», «ак», «аки!»),,,,, : «?», «,?» ( 你的头发, 总是被别人质疑? 45

46 你的头发, 什么要让别人做?) (, «,?») ( 的头发, 说了算你的头发, 你说了算 «.»)., : ( ),,,,,..,,.,, :,,, ( ),. Dove Amazing Moments, 2016, Dove. «love story», -, :,.,,,,.,, :, (,, ),,. - 46

47 : be totally in love with smb, soulmate, best friend, be the part of smb`s life, need smb, love of my life, lay eyes on smb, not to follow traditions.,, (, ),,.. ( 1) Puma «伊周 femina» ( 2016.). ( 鹿晗 ), ( 刘雯 ). ( 都市型客靓厉而行 «/ ), ( 都市型客 ), ( 靓厉而行 ). :,,.,,. :,,.,,. :, -,,,., -,. 47

48 ,,. 1. Puma («伊周 femina», ) Calvin Klein ( 2) GQ ( 2016.)., (, ), (, ). :,,., ( ),,. :,,. : (glow) (free). 48

49 2. CK (GQ, ),,,,, Dove Real Strength,., ( / / / ),,, ( / ). : «What makes a man stronger? Showing that he cares».,. 49

50 :. 2 3,.,,,,.,, ( )...., (,..),,. :,,. (,,, ) 50

51 ,,., -,,.,,,..,,,,.,,,,,,,.,,,,,. 51

52 2. : accomplish, ambitious, : 做 challenge, confidence, control, cool, ( ), 说了算 courage, fantastic, fearless, fight, ( ), 赢 flawless, flirt, glory, great, hard, hero, ( ), 不屈 honor, intimidate, leader, lust, ( ), 出位 motivate, perfect, power, proud, real, reliable, rich, strong, wild, willpower, ( ), 出 win; release frustration, take control, ( ), 荣 ultimate luxury. (, ), 大, ( ), 要 ( ), 力量 : sexy smart ( ( ), 进 ( ). intelligent), sexy nerdy, : 根本不 cool hot, live die, win lose. ( ( ), 肯定, 一定 : an eye for an eye, blow (, ), smb`s mind, got no strings, hit the deck, make a scene, (women are 么, 那么 ( ), finally) making (their) mark. ( ), 过 ( ). / : 一风 ( : hangry (hungry+angry), angreppy (angry+sleepy), sulgar, ), 获益匪浅 (sad+vulgar). ( ). : dare to rock nude : 奖牌 (nude 1) 2) ( ), 奖杯 ( ), 冠军 ). (, ), 赢 : man, guys, boys, girls, dad, Miss, Mister. ( ), 输 ( )., : 大哥 («: baseball bat, cross the» - ), field, game, runner, score, strong, 哥 (), 美女 team, touchdown, win, work out, (, 6 packs. ), 朋友们 ( ). : Compromise scares us too (Audi); It`s you who takes control (Weight Watchers); Too strong? What does that mean? Just means that I`m stronger than you are (Mini). 52

53 : For honor. For courage. For country; The few. The proud; This is Kate. She likes This is Hannah. She likes ; Don`t go to Tokyo. Don t tour Tokyo. And please, don t do Tokyo; Shoes: keep it clean. Sneakers: get dirty. Shoes < > Sneakers < >. : as free as us, beyond than everyone else sees, free like a bird, more fun than flying. : the best, the biggest, the deepest, the fastest, the greatest, the mightiest, the most important, the noblest; faster, higher. : can, have to, must, need (=have to). : Eat a snickers; Shave like a man; Feel you wild with side; Wherever you go don t go there. Live there; Watch more. Lie less; Be brave; Get your edge; Do something wild; Do it your way; Do whatever you want to be you; Last longer go vegan. : Do not worry what anyone else thinks. No one can define you, only you can define you; No more no less; Don t stop winning; Not just new better. : Not small. Not sipped. Not soft. : 是不会放弃的 ( ). : 没有什么比昨的功消失的更快 (,, ). : 最大的 ( ), 最强装 ( ) 更快 ( ), higher, greater, the fastest, the toughest. : 必 ( ), 要 (,, 要面对所有人对的定和质疑, «,»). : Turn food waste into great taste. : 你, 能创造什么?(?) 你的头发, 什么要让别人做?(,,?) : 功很醉人, 但不会越越迷人功很短暂, 但他让你向往一个胜利 (,., ). 53

54 3. 做 : are, cute, 自己 ( ), 理解 ( ), 温 collaborate, comfortable, 暖 (, ), 担心 ( ), commitment, compromise, 支持 ( ), 在身 ( friendly, gentle, little, love, ), 关注 ( ), 感动 respect, share, sensitive, sensuous, sisterhood, ( ), 让 (, ), soulmate, touch; best friend, 享 ( ), 激动 ( ), 贵 slow and steady, healthy, 可爱 ( ), collaborative, help, competition. insecure, safely, share, together, trustworthy. : sweetheart, : 爸 (), 奶奶 ( ), darling, honey, dad/mum. 宝宝, 宝贝 (, ).,, : 谢谢让你做自己的人 : be grateful, (, thank your mom. ). ( ): It : (it) takes guts only takes a moment to turn happiness into (to be who you are), embrace hopelessness. who I am. (Would you? Please : Please turn off the faucet), - (What makes a man stronger? Showing that he cares). : need, should. : more comfortable, more sensitive, warmer, the most amazing. : Don t say grey hair isn t beautiful. Because it is. It is 54 / - : 过去的一年, 是谁一路默默支持你?(?) : 应该 ( ). : 不必了荣誉, 不必了出, 不必了引人注目 (.. ); 知道他一都是了, 了孩子 (,, ). : Share happiness! 奶奶, 欢饮回家! (,!) 新年就是要在一起! (!)

55 beautiful; We are not done. We are definitely not done. : Tell me about your eyes. Describe your lips. Choose beautiful. Be confident with who you are (Dove Real Beauty). : 珍惜团员让家最有聊的地方 (. ). : 你任何的功, 你得到任何的金银财富, 觉得那一刻的种激动心情是不能比拟的 (,, ), 感觉人是飘在云面的感觉 (, ) ,,,. :,, ; -, ( );,.,,,,.,,,.,, ;,. ( 55

56 ), (, ).,.,,,.,,.,,,,.,,.,.,,.,, 4.. 4, 2, %, 23% 12%.,

57 ,,, (, ),, ( Debut Fragrance).,,,,,,., (Sorento, DSW), (Axe, Calvin Klein). (Mini: Too strong What does that mean? Just means I`m stronger than you are. Pantene: Strong is beautiful). : (nerdy guy),, -. / :.,,, (,, ),,. (Start loving - Chevrolet)..,..,, -. (Nike, Tsingtao, Alibaba, Dove),, (Huawei). : «one of the guys» (Dove),,, (, ); (Alibaba),. : -,. : ( ). (Nike, Huawei), (Mercedes),,,, (Dove). 57

58 ,,,, 5., (,, ).. («Count on me» HYUNDAY; «Coming home» Lexus), / (Doritos, Dove). 16 : (6), (10). (Dove, Hyunday, Doritos),, (Dove). (While others keep our astronauts safe, we`ll help take care of our future astronauts). 5, (Procter&Gamble).,,. (That one`s for my mum, Campbells Chunky)., (Dove Amazing moments). (Dove: Beauty has no age; Love your hair). (Oreo: It`s not how you`re built, but what`s deep inside makes us all wonderfilled. 58 (Elevit, Merci)., (Orpea, Samsung). (Budweiser, Merci, Orpea), (Coca Cola, Elevit, Citroen, Glico, Samsung).. : (Abeille Royale). (Coca- Cola, Elevit, Orpea, Samsung, Budweiser), (Samsung) (Citroen, China`s safety).,,, (Abeille Royale).

59 2,. 70- XX.,,,, ; «/».,,.,,,.,, ( ),.,,,,,,.. (, (, ),,,,,..) 59

60 (,,, -,,..).,,,,.,,.,,..,,,,,,,. : (,, ), (, ).,, -. 60

61 Ю.,, ,,. C.,, ;,,,,. : -, -,,.,.,,,,.,,,,. 61

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67 41.. :,..:, Bem S. The Lenses of Gender: Transforming the Debate on Sexual Inequality. Yale University Press, URL: ( ). 43. Brownell S., Wasserstrom J. Chinese femininities, Chinese masculinities: a reader. University of California Press, p. 44. Chong P.L. Chinese Bodies that Matter: The Search for Masculinity and Femininity. The International Journal of the History of Sport, vol. 30, No. 3, P Cook G. The discourse of advertising. London: Routledge, Danesi M. Advertising discourse. The International Encyclopedia of Language and Social Interaction, Fred Dervin University, Helsinki, p. 47. Dijk T.A. van. Ideology: A Multidisciplinary Approach. London: Sage, 1998 [ ]. URL: ( : ). 48. Edgar A., Sedgwick P. Key Concepts in Cultural Theory. New York: Routledge, p. 49. Fairclough N. Analysing Discourse: Textual Analysis for Social Research. New York: Routledge, p. 50. Goffman E. Gender advertisements. London: Harper and Row Publishers, p. [ ]. URL: ( : ). 51. Gregg R., McDonogh G.W., Wong C.H. Advertisement, Encyclopedia of Contemporary American Culture. London and New York: Routledge, p. 52. Hall S. Representation: Cultural Representations and Signifying Practices [ ]. London: Sage in association with the Open University, URL: ( : ). 67

68 53. Hinsch B. Masculinities in Chinese History. Lanham, Maryland : Rowman & Littlefield Publishers, p. 54. Hofstede G.J., Hofstede G., Pedersen P.B. Exploring Culture. Yarmouth, Maine: Intercultural Press Incorporation, p. 55. Hofstede G. J., Hofstede G., Minkov M. Cultures and Organizations Software of the Mind. 3 d edition. The McGraw Hill Companies Incorporation, p. 56. Jewitt C. Multimodal Analysis. The Routledge Handbook of Language and Digital Communication, edited by Georgakopolou A., Spilioti T. Abingdon: Routledge, P [ ]. URL: ( : ). 57. Kimmel A., Aronson A. Men and Masculinities. A Social, Cultural, and Historical Encyclopedia. ABC-CLIO, Inc, p. 58. Kress G., van Leeuwen T. Multimodal Discourse. London: Bloomsbury Academic, p. 59. Lawson F.R. Bai Niu and the Women of Quyi: Appropriating Metaphysical Femininity and Reclaiming the Feminine Voice in Republican China. Modern Chinese Literature and Culture, Vol. 26, No. 1, P Leeuwen T. van, Jewitt C. Handbook of Visual Analysis. London: Sage Publications Limited, p. 61. Louie K., Edwards L. Theorising «Wen» and «Wu». East Asian History. Fyshwick: Goanna Print, p. 62. Moraru M. Reshaping American identity through advertising. University of Bucharest, Journal for the study of religions and ideologies, vol. 12, issue 35, P Teng E.J. The Construction of the Traditional Chinese Woman in the Western Academy: A Critical Review. The University of Chicago Press, vol. 1, No. 1, P

69 64. Yu S.Y., Park E., Sung M.J. Cosmetics Advertisements in Women`s Magazines: A Cross-Cultural Analysis of China and Korea. Social Behavior and Personality, 43 (4), P 钱海容性别身份在汉语广告中的构建绥化学院学报,2007 (Qian Hairong. Sex identity construstion in Chinese advertisements. Journal of Suihua University, Vol. 27, No.6, 2007). 66. 王玲中国当代广告中男性形象的符号学研究硕士学位论文, 金南大学,2010 (Wang W. Research on the male images in Chinese contemporary advertisement through semiotics. A thesis for the degree of Master of Arts, Jinnan University, p.) 69

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