The present study observes the interaction of television audiences and its influence on their Interpretation of weight loss commercials, The findings suggest that those who identify with the female character In the weight-loss commercial tend to accept patriarchal values (dominant ideologies) in the commercial, and that factors contributing to the degree of acceptance include gender, Life experiences and attitudes toward gender relations. In addition, we found that well-educated males were no less sensitive than females when watching weight-loss commercials. This may indicate that some male audiences arc quite aware of symbols related to female bodies even though they adopt a strategy of resistant reading when watching the commercial.