Exemplified by Taiwan ’s identity advertisements, this article selected 10 series of advertisements to explore the nature of different types of identity ads and their relationships to social structure and social psychological foundations. Findings suggest that subjectivity has been greatly growing in modern society and therefore the choices of identities available to individuals also increases extensively. These identities have already become part of the social fabric that functions to organize social life. As a response to social structure, the media utilizes the existing identities to attract its audiences on one hand, and creates new identities on the other. In modern society, the relations between communication and identity are connected by a commodification process -- a phenomenon of the so-called "commodification of identity." In a highly-developed and post-modern society, "symbolic consumption" has gradually replaced the "product-oriented consumption." In the field of communication, however, identity will keep playing an increasingly more important role in the future.