The author looks at the commercial technologies showing gender dichotomy. A female image in advertisement is presented either as a commodity or to support goods, while a male appears as a connoisseur or a "master". A conclusion is made that most commercial production is obviously masculine-oriented which not only reflects but also states a social gender hierarchy being implied in an individual world pattern for each commercial viewer determines a personality socialization hypertrophying it for women. The secret of the most commercial production aiming at selling rather a lifestyle than goods will directly depend on addressing to the established gender constructs and stereotypes and on how full is the identification of a potential consumer with a gender identity offered to him.