On the Form of 'Sex' Cultural Elements in the Clothing Advertising Communication

摘要

In the modern civilized society, "sex" has the endless charm to the person, using "sex" as a sale communication tool has become a familiar phenomenon. Particularly prevalent in the clothing advertising communication, using "sex" as an appeal is a customary manoeuvre innumerous clothing brand. The form of "sex" elements in the clothing advertising communication can conclude, the functional type "sex appeal", the symbol "sex appeal", the chip type "sex appeal", the conceptualization "sex appeal". The use of "sex" cultural elements should adhere to the principle of "moderate", and combine with the particular culture, strive to achieve the unity of clothing advertising communication's aesthetic value and economic value.