性诉求广告及其传播效果探微

The Probe into the Sex Appeal Advertisements and their Publicity Effect

什么是性诉求广告?它有哪些主题?广告能否通过性诉求增强其传播效果?有哪些因素会影响这一效果?通过综合分析国外对性诉求广告的实证研究,文章对以上问题进行了初步回答:1、性诉求在提高受众注意的同时却妨碍了他们对品牌信息的编码;2、能提高受众对广告的情绪情感体验的同时又不能肯定将之转移给其产品;3、受众的性别、年龄、人格特质等因素是重要的制约因素。

What＇s the sex appeal advertisement？ What is the theme？ Can the advertisement enhance its publicity effect by sex appeal？ What factors can influence the effect？ The paper analyzes the sex appeal advertisements abroad and answers the above questions which are as followed： 1 .Sex appeal does draw the audience attention but hinders their coding of brand information. 2. Sex appeal can improve audience＇s emotional experience of advertisements but cannot be necessarily diverted to the products.3. Gender, age, personality trait of media audience are very important influencing factors.