Sexual Element In The Chinese Advertising Interpret

In recent years, with the sexual attitudes of China being more open, sexual elements gradually become regular products and the technique with domestic advertisers and merchants, many products intertwined with "sex" as a selling point to earn the audience's attention. Advertising of sexual elements are also of growing public concern and discussion. This paper adopts content analysis to the advertising of sexual elements of the most authoritative advertising anthology of domestic-the" IAI2009 Yearbook of China's advertising works". From communication, psychology, and sociology and other aspects, the paper systematically will discuss the Chinese advertising of sexual elements and try to showing the various sexual elements of the appearance and subsequent intentions.Thus, firstly the author gives the noun "sex" a new interpretation and definition. And with advertising of sexual elements of "IAI2009 Yearbook of China's advertising works" as examples, the "sex" as an important element in the advertisement is presented in exteriorization, from "sexual elements" of the expression modes and the application types in detail its explanation. Thus the author tries to depict the sexual element of sexy appeal on advertising of sexual elements. On this basis, through researching the Marlow's " hierarchy of needs theory ", subconscious theory, Elaboration Likelihood Model and two of binary opposition existing in advertising sexual elements, the author try to revealing the consumption narrative of the advertising of sexual elements.Studies find that In China's sexual elements advertisement, the physical attractiveness is the main means of expression, and beautiful or handsome face and graceful body size is the main concerns; being different from the western advertising, the sexual referents and the sexual embeds advertising have a lower proportion; and the sexual elements advertising unrelated products is occupying half status. Target consumers prefer sexual element advertising of implicative, tactful and low sexy degree. Beauty line is still the focus of sexy appeal, but the motherly and philanthropic sexy, the connotation of men and professionals sexy reveal a traditional stereotypes of surmounting. The sexual instinct demand, subconscious theory and Elaboration Likelihood Model all reveal the sexual elements in advertising more powerful role, but also exposed to the existing two contradiction:the imbalances of goods and moral, sexual information and product information imbalances.