摘要
「性」在商業廣告中是個歷久不衰的話題，這類廣告訴求不退流行，並且隨著社會的開放，類似廣告越來越普遍，表達創意也越來越多元豐富；雖然性訴求廣告引人注目，然而該訴求方式是否真能激起廣告受眾的心理共鳴？有哪些因素又可能影響其效果的發揮？值得進行多面向的探討。 本文重點內容主要以性及兩性關係為分析的基礎，由文獻分析法並透過符號學理論作為分析的途徑，同時提供具代表性的廣告圖像佐證。首先針對性訴求廣告圖像與廣告產品進行研究，探求兩性心理對性訴求廣告及產品關聯性之間的影響性；接續分析性訴求廣告圖像多樣的視覺創意表現，探討這些創意能引發受眾心理及生理上何種情感反應。 再者對性訴求廣告圖像中符號的運作深入探討，加以說明性符號的動機與常見的性象徵，並藉由符號在性訴求廣告圖像中的傳達，建構出隱喻、象徵、類比三種作用，理解此三種傳達作用產生的象徵模式、過程及意涵。另外，還進行性訴求廣告中圖像與文案的相輔效果分析，探討廣告文案對圖像是否具強化的力量。 本研究在研究的過程中，不斷評估性訴求廣告運用的尺度，發現部分廣告主為達廣告的注目度及話題性，挑戰具爭議、禁忌的景象，產生男女性別刻板印象及女性物化的偏差觀念，亦對社會文化價值觀造成負面影響。最後則提出幾點性訴求廣告運用的效果如下；後續研究者可進一步研究性訴求廣告圖像在不同文化背景下的深層意義為何？以及隨著時代的變更，符號意義如何轉變或不變的歷時性研究，期盼這樣的研究結果能提供對性訴求有興趣的設計者參考。 1. 性是人類基本、重要的需求之一，故此手法極易造成話題與注意度，但若過度氾濫，仍會對社會價值觀和道德觀產生負面影響。 2. 當性訴求廣告的產品內容與性相關時，更能將性訴求內容處理恰當，提升廣告效果。 3. 性訴求廣告圖像藉著視覺創意策略可引導大眾以審美的眼光看待此一容易引起爭議的議題，若能正面性的將廣告產品與性意味連結起來，取信大眾的程度，高過於原先性聳動呈現的推廣方式，甚至包含趣味性，帶給觀者互動及良好的視覺感受。 4. 性訴求廣告圖像運用符號取代毫不保留的性感裸露圖片，是一種能讓視聽群眾對性訴求廣告圖像接受度提高的方法，相對也是用一層無形的概念，彌補圖像及文字訴求不足之處。 5. 性訴求廣告圖像裡使用恰當的文案，能夠輔佐圖像表達，引導觀者更進入廣告圖像本身的性訴求。
並列摘要
“Sex” is an enduring topic in commercial advertisement, and always popular. Moreover, such as advertisement is getting more and more common , also more creativity in expression for opening of social condition. Although sex topic advertisement is noticeable, can is it worth to explore that the expression topic arouse the consonance of the target audiences? Which factors has possibly to affect its effect the display? The key content of this article mainly regards sex and opposite sex relationships as the foundation of analysis, and documentary analysis and the theory of semiology are used so as to provide representative evidence of advertisement image at the same time. First, this study focuses on the sex appeal advertisement images and advertisement products to investigate the influence of opposite sex psychologies towards the correlation between sex appeal advertisement and products. Next, the various visual creative expressions of sex appeal advertisement images are analyzed so as to discuss what kind of emotional responses of the audiences these creativities could induce psychologically and physically. Moreover, the use of symbols in the sex appeal advertisement images would be discussed thoroughly so as to explain the motive of sex symbols and normal sex signs. Three functions, metaphor, symbolization, and analogy, are established through the transmission of symbols from the sex appeal advertisement image, so as to understand the symbolized styles, processes, and meanings that are produced by these three transmission functions respectively. Besides, the complementary analysis between the images and words from the sex appeal advertisement is carried out in order to discuss whether the advertising words could strengthen the images or not. During the process of study, this study assesses the criterion of the use of sex appeal advertisement continuously and finds out that some advertisers challenge the disputed and taboo scenes to draw audiences’ attention and discussion; thus, the stiff impression of genders and the biased concept of female objectification are produced, and the negative influence towards the social culture and values is caused. Lastly, the outcomes of using sex appeal advertisement are listed below. The follow-up researchers could further study the in-depth meanings of sex appeal advertisement image in different cultural backgrounds, and how the meaning of symbols changes or un-changes with time. Hopefully, such study result could serve as a reference for the designers who are interested in sex appeal. 1. Sex is the most fundamental need and important of mankind, so this technique could create discussion and draw attention easily; however, if it is spreading excessively, it will still bring negative influence to the social values and morals. 2. When the product content of sex appeal advertisement is correlated with sex, the content of sex appeal could be handled more appropriately so as to promote the outcome. 3. Through the strategy of visual creativity, the sex appeal advertisement image could guide the public to judge this controversial topic in terms of aesthetics. If the advertisement product could be connected with sex meaning positively, then it could win the public’s confidence along with interest even more than the original sex sensation advertisement method, so as to bring interaction and good visual experience to the audiences. 4. The sex appeal advertisement image uses symbol to replace the sexy and undressed pictures, which is a method to promote the audiences’ acceptability towards sex appeal advertisement image. In other words, an invisible concept is used to offset the defect of image and word appeals. 5. Adding words to the sex appeal advertisement images could assist the expression of images so as to guide the audiences to enter the sex appeal of the image even more.