在广告界，性诉求依然作为一个重要的卖点存在于广告创意中。“性”在广告中的运用是个富有争议性但又不可避免的话题。本论文主要研究了性诉求在广告中的运用，同时对中国广告界采用这种诉求方式可行性，必要性以及注意事项进行了分析。 何谓性诉求广告?性诉求广告是以广告受众的感官，本能，感受为出发点来激发他们购买欲望的诉求手段。好的性诉求广告能够吸引人的注意力，刺激观众的欲望，并且引发观众对品牌的积极联想。性诉求广告在取得良好广告效应的同时也受到来自社会方方面面的批评。广告人处于一种矛盾的困境中：究竟是以利益为中心开发性诉求广告还是严格遵循社会道德成为他们在设计性诉求广告过程中亟待解决的问题。
关键词：广告；性诉求；效果；对策；幽默；文化。
Abstract
The present paper has mainly studied the demand in the advertisement utilization, at the same time used this kind of demand way feasibility to the Chinese advertising industry, the necessity as well as the matters needing attention has carried on the analysis. What nature demand advertisement?The natural demand advertisement is by the advertisement audiences' sense organ, the instinct, feels stimulates them for the starting point to purchase the desire the demand method. The good natural demand advertisement can the appealling attention, stimulate audience's desire, and initiates the audience to the brand positive association. The natural demand advertisement while obtains the good advertisement effect also to receive comes from the social aspects criticism. The adman is in one kind of contradictory difficult position: Actually is strictly follows the social morals take the benefit as the central demand advertisement to become them the question which urgently awaits in the demand advertisement process to be solved.
Key words: Advertisement; Natural demand; Effect; Countermeasure; Humorous; Culture
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