文章拟通过词语、句式、修辞及民族文化心理，探索广告语言创意及翻译中具有含蓄性的语言风格，并就其功能进行研究。

This paper explores the implicative language style in the advertising creation and translation, and studies its functions in the respects of terms, syntax, rhetoric and culture psychology of nations.

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广告语言是一种特殊的交际语言，许多专家学者对广告语言从不同角度进行了研究，如修辞角度、语篇分析角度、功能语法角度、心理学角度等等。

Advertising language is a special communicative one, which has been studied by many scholars from different aspects, such as rhetoric, discourse analysis, functional grammar and psychology.

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西方社会心理学的研究成果证明广告具有性别教育功能。中国广告中的女性形象在一定程度上误导女性的社会角色定位。

The paper proceeds from the gender role education function of advertising and provides a comparative analysis of gender roles in Chinese advertising and social contexts.

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