Language, as a communicative tool, is not only to impart information, to communicate ideas about a product, etc., but also to convey information about the relationship between the addresser (advertisement) and the addressee (the audience). An intimate relationship between the advertisement and the audience is always hoped to achieve. So according to different audience, language applied is different.

What constitutes a female and a male identity, according to advertising? Table 1, based on the language of advertising (Torben Vestergaard & Kim Schr der, 1981:74), gives the commodity profile of two gender-identified magazines: Women and Playboy and also provides the distribution of the different types of advertisements.