Liquor plays an important role to ease tension in Chinese lives. When people hold parties or social events with their friends and relatives, liquor can often represent joyfulness and tact, and which led to many special cultures like toast, cheers, and drinking like a fish. If a new product wants to successfully enter a foreign market, it must be understand the local consumer¡¦s behavior and usage habit to satisfy their needs. Hence, this research study will base on Taiwanese national cultures to recognize the relation between national cultures and the effective of advertisements. This research study is using personal interviews and questionnaire surveys as its research methodologies. Based on five different liquor representational advertisements, this research study is focusing on consumers¡¦ perceptions and effectiveness of the foreign liquor advertisements in terms of the national culture. The results are as follows: First, in Taiwanese culture, the liquor advertisement under our national cultural should be approaching Taiwanese Power Distance Index, Medium Individualism, and high Masculinity Index. Second, the interference factors, such as noises, are easily to affect an advertisement¡¦s effectiveness result. Third, there are partial significant differences in terms of foreign liquor advertisements by different gender. Lastly, this research study will propose the managerial implications and suggestions for future research directions.

在父權的社會中，女性一直處於被宰制的弱勢地位，雖然今日女性在賦權的過程中，已在經濟、宗教、教育各方面達到平權，但在真實的社會制度裡，兩性平權依然只是一種幻覺。 本研究將藉由女性主義的觀點，輔以Goffman的「污名」理論與Veblen的「有閒階級」理論，探討過往兩性在酒文化裡所扮演的角色，以及當前臺灣資本主義社會的酒類廣告，如何呈現兩性意象，來作為洞悉台灣女性賦權真況的著力點。 研究發現，在酒類廣告中，女性主義所提倡的符號，已然被酒商商品化，而女性被污名化的現象，從明顯易見的狀況轉為更精緻隱晦的手法。最後，酒類廣告中，父權主義男性對於女性的刻板意象依然存在，例如，男性掌握了權力與生產工具，女性還是努力模仿學習男性，或只是配角。由以上可得知，目前的兩性平權，還是僅存於表面形式，真正的女性賦權，仍有一段辛苦的道路要努力。 / In the patriarchal society,women have long occupied a lower status . Although women today have gained more rights in economy, religion, and education in the process of empowerment, denger equality is still an illusion in real social systems. In order to explore the empowerment of Taiwanese women, this study is based on feminist view, complemented with Goffman's "stigma" theory and Veblen's "leisure class" theory, discussing the roles women and man played in the wine culture in the past, as well as how gender images are currently presented in alcohol advertising. According to this research, the wine merchants have commercialized in the advertising the symbols advocated by the feminists. And the stigmatized phenomenon of women still exists, while just turning from obvious ways into more sophisticated approach. Men’s patriarchal stereotype images for women still exist. For example, men control the power and produce tools, while women still try to imitate men, or just take supporting roles. From all above, it is not difficult to find out that gender equality is merely superficial. There is still long way to go for the woman empowerment.