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Abstract Erving Goffman's study of gender relationships was often ignored by western scholars． Gender Advertisements is Goffman's representative work on gender research，which has two characteristics: firstly， to indicate subtle gender differences in lives through revealing details on daily activities， and secondly， to make best use of visual factors． Basically，Goffman uses ritual and frameworks to analyze gender advertisements， especially from the perspective of ritual to discuss gender displays at the level of behaviour． Goffman decodes gender based representations in commercial advertising in six dimensions: relative size， the feminine touch， functional ranking， the family， the ritualization of subordination and licensed withdrawal． To Goffman， gender inequality is the product of frame assumptions，meanwhile keying， fabrication， transformation， and hyper-ritualization make the gender display in commercial advertising not entirely the mirroring of reality． In sum， through the discussion of the naturalized gender relationships and the reproductive model of gender differences，Goffman reveal the micro-operational mechanism of patriarchy．
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