本研究以Goffman性別廣告研究傳統中的身體行為類目：自我觸碰與 身體展示，來檢視過往20年廣告，內容分析上千則女性時尚與一般時事雜 誌廣告（.1358)，本研究發現近10年、女性時尚雜誌及吸引力相關產品 (例如化妝保養品）廣告中的女性模特兒高達32%出現裸露，並可能同時 使用手勢或手部動作自我觸碰。然而，不到1°%的男性模特兒出現裸露，且 高達85%的男性模特兒在廣告中使用具功能性手勢。相反地，女性模特兒 僅有42%使用具功能性的手勢。研究發現指出當廣告中自我觸碰之身體動 作與裸露之身體展示同時出現時，可能為閱聽眾帶來自我物化 (self-objectification)之媒體經驗。自我觸碰不外是聚焦身體的動作 (body-focused movement)，但與裸露經常同時出現時，廣告就可能成為涵 化女性朝向自我物化的重要來源。

Drawing on Goffman's theory of gender advertisements, this study focuses on the body behavior and body display of models in ads, specifically on their self-touch and nudity, to examine over one thousand advertisements in the past 20 years. This study content analyzes advertisements from women's fashion and general interest magazine ads (N = 1358). It is found in recent 10 years, in women's fashion magazines and form attractiveness-relevant products (such as makeup and beauty product), up to 32% of female models in advertisements are exposed and often shown to self-touch with gestures or hand movements. However, less than 1% of male models are exposed and up to 85% of male models use functional gestures. Conversely, only 42% of female models use functional gestures. Research findings are discussed in light of gender-based body communication such that self-touch and body display are shown frequently at the same time for female models and how this trend may bring self-objectification through media experience. Self-touch is nothing more than a body-focused movement. However, when it is shown with nudity in the advertising, advertising becomes a social source of self-objectification through acculturation.