The Ethical Issues Of Sexual Advertising And Countermeasure Analysis

Since the reform and opening, the development of the marketing economy has led to intensified competition in the market, promoting the rapid development of the advertising industry. In order to occupy a higher market share and expand their business territory, advertisers often use a variety of advertising strategies to promote and sell their products and services. As an important form of creative strategy, sexual advertising often finds favour with advertisers and media. Sexual advertisement is an effective advertising strategies, and its most prominent feature is that it can attract the attention of the audience easily. Furthermore, sexual advertising also plays a part of role in improving the degree of memory, arousing the emotional response of consumers, adding advertising persuasiveness and convincing consumers'buying behaviour. However, while the sexual advertising fulfill bussiness obligation of communicating goods information and shaping brand image, it has also brought a lot of social ethical issues, such as harmness to young people and discrimination to women. These ethical issues have been of great concern to the society. Western countries have a lot of theoretical research on the sexual advertising, but the study the on sexual advertising is still very rare in our country. Accordingly, the study on the ethical issues of sexual advertising is particularly important.In this paper, it uses the literature research and case study method to analyse the sexual advertising, the ethical issues existing in sexual advertising from the perspective of ethics. It also uses three types of ethical theory to evaluate the ethics of sexual advertising, and puts forward some solution measures on the basis of above analysis.Through induction and analysis, the main ethical problems that exist in sexual advertising is seriously breaking the law, consumer behavior alienation, misleading adolescent, discriminating women image, and distorting mainstream sexual ethics. On the ethical evaluation of Sexual advertising, it is used three main theories that is teleology, deonlogy and the Reidenbach-Robin Multidimensional Ethics Scale. In order to regulate the sexual advertising and construct sexual advertising ethics, this paper puts forward four countermeasures that is constructing ethical sexual advertising system, establishing and improving sexyual advertising law and regulation, and strengthening advertisers'self-discipline and realizing the function of social supervision fully.