The Contents Research Of Condom Advertisements In Chinese Mainland

All along, Condom advertisement is the most exceptional sexual topic. With the development of the Social ideas, under the double pressure of venereal disease prevention and the market demand, condom advertisements in Chinese mainland gradually are lifted a ban. Condom advertisements in Chinese mainland are continued to break through the mainstream cultural taboo by original advertisement form and content, which become an independent school in sex related products in advertising and have attracted extensive attention from the community.Condom advertisements in Chinese mainland are not only unique in its form features, but also underline the rich symbolic implication, is of high cultural value. Using the condom advertisements in Chinese mainland from 2009 to 2014 as samples and carding six aspects of form elements??theme, appeal, image,picture, advertising copy and music, this article makes an empirical analysis the formal characteristics of condom advertisements in Chinese mainland??commonweal, interactive, symbolic and implicitness. And on this basis,this article explains the profound significances of the content behind the condom advertisements in Chinese mainland, reveals humanistic spirit in contents from the form expression of condom advertisements to sublimates its representation to spiritual content. This part mainly interprets on four aspects??political, society, concept, and humanity. The contents of condom advertisements in Chinese mainland bear wide politic theme and at the same time prompt the changes of traditional mode of life, transmit the healthy and upward sexual concepts, proclaim the ideal life interests, change life goals and pursuit the revelation of own value. People have a newer, more profound and more healthy cognition on condom advertisements in Chinese mainland through the profound implication.However, the contents of condom advertisements in Chinese mainland present many controversial Issues in the cognition process??the contents of condom advertisements are obscure and poor understanding degree, the Exposed scales of images or texts are too maximum. Thus, in order to solve the above problems, the contents of condom advertisements in Chinese mainland should follow three principles to construct??diversified form, humanized implication and native cognition information. The form of expression should be integrated with Rich Media to present contents, endowed with visualize symbols on sexual expression to promote the attention degree, used commonweal contents to increase added-value, equilibriumed emotional contents with functional contents, infiltrated abundant rational connotation and spiritual implication, agreed with target audiences’ cultural background and established a correct concept of sexual orientation to promote the cognition degree of condom advertisements.