Abstract: The language conveyed by TV host’s outfit is a dominant cultural symbol and an important part of the host’s external image. Accurately and appropriately making use of such language is an important means for the host to shape personal image and also the essential element for representing the style and positioning of the program. Equal importance should be attached to the language the host’s outfit conveys and the guiding role it plays in nurturing aesthetic taste, so that this publicly concerned media element can be steered by the correct creative direction.

Key words: host; garment language; carrier function; external image; aesthetic taste orientation