This research uses semiology to analyze eight TV advertisings of female goods. The researcher found that new man images in TV advertisings include not only man's masculinities and woman's femininities, but also Chinese/Western/Eastern characteristics. Moreover, we also found the released hegemony of paternal ideology from the analyses of male gaze, sexual hegemony, public sphere and private sphere, and menstrual culture. But if we come back to see the discourses in those advertisings, such as the dialogues and opinions, we discovered that they still function as mouthpiece for paternal hegemony and haven't been changed a lot.