When the sex of the image representative in an advertisement is inconformity with the gender orientation of the commodity, both male and female put up a preferable advertisement psychological effect.

• 当广告形象代言人性别、商品的性别化倾向一致时,男女被试均表现出较好的广告心理效果:而当广告形象代言人性别与商品的性别化倾向不一致时,男女被试均表现出略有降低的广告心理效果。