Theory Of Sexual Implication Aesthetic Research In Advertisement Design

For this day and age,some say it is an “Eyeball Age”,others say it is an “Information Age”,while still others claim it is a “Media Age”.It is no exaggeration to say that advertisement is like the air that always surroundsus.It is also like the roadside rock which is everywhere and accessible to everybody.Therefore,this age can also be regarded as an Age of Advertisement.Sexual implication,an expression of advertisement,has drawn more and more attention.Sex has been discussed long since the old days,even though it is an embarrassing topic,like a shy bride with a red scarf.An aestheticdiscussiononthe usage ofsexual implication in advertisement design has gradually grown hotter.Lack of universal recognition,sexual implicationhas not been clearly defined in the academic field until now.Sexual implication has two basic characteristics: implicit and skeuomorphic.Similar to the objectification of emotion intraditional esthetics of China,this artistic expression can deliver personal artistic atmosphere with implicit and concise sentences.The advertisement with sexual implicationelements is an implicit expression of pursuing the sex(visuals)within the limits of the rule(advertising appeals).Advertisement of sexual implication is originally designed to involve the element of sex rather thaneroticism,so it will be a connotative misinterpretation if it is confused with the sexy advertisement,sex advertisement or eroticism advertisement.Some advertisements lead to many misunderstandingsabout sex,which is not conducive to the solid development of the people’s attitudes towards sex,and it will badly affect the creativity of the sexual implication in an advertisement.Therefore,this thesis attempts to use method of suspension in phenomenology to explore the essence of the sexual implicationfrom the multiple perspectives of culture,nation,custom,knowledge and psychology.The usageof sexual implication in the advertisement is flourishing to meet people’s esthetic needs of image,form and perception.In addition,its widespread is also caused by the fact that people’s attitudes towards sex become increasingly open.Cultural consumption and artistic consumption are both higher level of human needs.All of the above make the flourishmentof sexual implicationappear at the right time and regain vitality in the advertisement.The sexual implicationin the advertisementis usually demonstrated in the form ofskeuomorphism,contextualization,symbolization and organ-typed expression.Some scholars think that too much exposure of the sexual implication in the advertisement will cause people’s mental discomfort and even affect the mentalhealth of teenagers.They also think that it advocates a thought of material desires and sensual desires,which goes against the morality.Two factors are considered to be the causes of the above misunderstanding: 1)four types of demonstration of sexual implicationare not used in a correct way;2)instead of implicit,sex is expressed in an explicit form.We thus should hold a critical opinion to the sexual implicationand it is not advisable to use the same standard to treat different advertisements that contain the sexual implication.The usage of sexual implicationturnedout to be regulated by the advertising law.Onthe one hand,it shows that people’s attitudes towards sex arebecoming more and more open and advertisement related to sex is gaining more and more attention.On the other hand,it also suggests the deficiency of aesthetic standards towards sexual implicationadvertisement.Certainly,it’s clear that some public service advertisements about sex education and AIDS prevention arealso restricted because of public opinions.This thesis summarizes three aesthetic characteristics of the advertisement withsexual implication: 1)the integrity of history,nationality and culture;2)the integrity of art,interest and thought;3)the integrity of symbolization,substitution and abstraction.Accordingly,there are three rubrics for the evaluation the aesthetic standards: 1)to follow the “three yes and four no” of morality;2)to follow the “four-dimensions” which stipulates that forms must be consistent with contents;3)to follow “education in sex”,the “1+1” educationmode of practicality and aesthetics.The sexual implicationin advertisement is a knowledge scheme concerning sociology,communication and psychology.It is not only a cultural phenomenon,but an economic phenomenon,and even an aesthetic phenomenon.We could not judge the right or wrong only according to the severity of the mistake.On contrast,what we need is a critical theory that we can make the advertisementwithsexual implication suitable for all different aspects of life by making a rational choice.That is the final pleasing expectation of the academia.