"Subtle-Sex Culture" Advertising Research

In recent years,a "subtle-sex culture" prevails in the Internet,which is not nasty and not obscene".It has become a new landscape of the current youth network subculture.Its resistance,marginality and carnival not only resonate with the youth,but also with the pulse of social business.It is forming a new form of advertising-"subtle-sex culture" advertising.It has enriched the type of advertising,but also caused some problems.it cannot be allowed to develop freely,but should be guided.The paper firstly elaborates on the origin and development of the "subtle-sex culture",the reasons for its formation,and the characteristics of youth subculture.And then it makes a dialectical reflection,and puts forward the pop culture should guide the development of “subtle-sex culture” On the basis of affirming its value.the second chapter defines the concept of "subtle-sex culture" advertisement as:the advertisement operator uses metaphor and suggestive rhetoric in advertisement,and manufactures Sexually related associations through certain language or picture,in order to attract consumers’ attention,interest,desire,and action.From five aspects,the paper analyzes the "subtle-sex culture" advertisement,sexy advertisement and pornographic advertisement,and provides the medium-scale control of the "subtle-sex culture" advertising creativity.In addition,this chapter also analyzes the expression,communication strategy and spiritual connotation of the "subtle-sex culture" advertisement.In the third chapter,the paper analyzes the value and dilemma of "subtle-sex culture" advertisement in development.In the fourth chapter,from three aspects of advertisers,the government,the youth audience to explore of the development of the "subtle-sex culture" advertising in the future.