涉性广告把兴奋点放在“性”这一人类共有的欲求上,容易引起受众的注意,引起共鸣,所以广告人对于性元素的使用乐此不疲。然而,涉性广告是一把双刃剑,用的不好,既可能伤害到产品自身,又会危害社会。所以,必须认真对待涉性广告,既不能全盘禁止,也不能放任自流,而是可以采取如分时段、分媒体播出、刊登等迂回策略。 Sex-related advertisements put excitement on the common desire of “sex”, easily aroused the attention of the audience, resonate, so advertisers never tired of the use of sexual elements. However, sexual advertising is a double-edged sword, which is not good enough to harm both the product itself and the society. Therefore, it is necessary to take conscientious advertisements seriously, neither forbid them entirely nor allow others to follow suit. Instead, they can adopt such roundabout strategies as time-sharing, media broadcast and publication.