摘 要:随着市场竞争越来越激烈，营销者越来越多地使用广告中加入性暗示的形式来吸引消费者的注意力，增加消费者对广告的兴趣，提高广告的说服力，增加产品的购买魅力。这类广告早已在西方成为一种普遍的大众广告媒体策略，并且过去的许多研究也已经证明了它的有效性。但是，研究表明，在中国相对保守的社会文化下，这种过于直白的视觉冲击，并不能为营销者带来预期的效果。同时在巨大利益的诱惑面前许多企业抛弃了自身的底线，过度的用性元素来获取利益，造成了恶俗性暗示广告在生活中的大肆横行，给消费者造成了巨大的不良影响，同时也毁其自身形象。本论文主要探讨性暗示技巧在广告中的作用。在论文中我们引用了众多的案例和多种广告类型。比如：性暗示广告、性感广告、性诉求广告等广告类型。在众多的关于性的广告中总结归纳出性暗示在广告中的作用和造成的问题，针对现在的状况来研究该类广告在以后的发展状况和寻求一条合理的发展之道。

关键词：性暗示  广告  发展状况  效果

ABSTRACT: With the increasingly fierce market competition, marketing increasingly use the join that forms to attract the attention of consumers in advertising, increased consumer interest in advertising, the advertising persuasion, increase product purchase charm. This type of advertising has long become a common mass advertising media strategy in the west, and many past studies have proved its validity. However, research shows that, in China is relatively conservative social and cultural context, this too straightforward visual impact, and can not bring the desired effect for marketing managers. At the same time, in the face of great interests of the temptation of many enterprises abandoned their bottom line, the excessive use of elements to obtain benefits, caused a bad suggestion advertisement in the life of the big run, causing tremendous adverse effect to the consumers, but also damaged its image. This paper mainly discusses the implications of the skills of advertising. In the paper we refer to many cases and a variety of advertising types. For example: suggestive ads, the sexy advertisement, sex appeal advertisement advertisement type. In a number of advertising concludes that in the role of advertising and the problems caused by the current situation, according to the study of the advertising in the future development and seek a way of development and reasonable.

Keywords:  Hints   Advertisement   Development situation   Effect