A Study On The Social Construction Of Sexual Elements In Chinese Advertisement From The Perspective Of Sociology Of Consumption

With the steady growth of productivity and increasing prosperity of material,the focus of social production has gradually shifted from material production to the production of spending wants and power as well as consumers.China has now formed a consumer society.On the premise of great productivity enhancement,the consumer society occurs due to great material richness and systematization.In this society,consumption,instead of material production,becomes the focus.Consumption serves as the core element in consumer society.On the other hand,sexual elements in advertisements play a non-negligible key role in attracting the audience and boosting consumption owing to its instinctive physiological stimulus effects.Therefore,sexual elements are popular with producers,and are widely applied.Meanwhile,a series of problems has appeared in the spread of advertisements with sexual elements.There are two reasons.For one thing,created in consumer society,advertisements are influenced by consumption logic.They aim at pursuing interests,and are strongly utilitarian.For another,in a field that the male discourse dominates,persons responsible for producing and spreading advertisements can hardly evade the restriction of male consciousness.Targeted at advertisements with sexual elements in China,this paper explores the forms of sexual elements,types of advertisements with sexual elements as well as existing problems in the construction of a society of advertisements with sexual elements.Through the method of literature research and text analysis,this paper concludes that problems including irregular sex application,unscientific physical sexuality and gender inequality exist with advertisements with sexual elements,one of the important approaches for the social construction of sex.At the meantime,this paper adopts the semiotic theory to analyze abundant examples in a recently controversial advertisement with sexual elements,which backs up the conclusions and investigates the profound causes for problems mentioned above.Accordingly,this paper puts forward targeted suggestions as follows: to establish moderate degree principle of sex;to establish scientific health conception principle;to establish right sex icon principle,and to establish gender equality principle.Marxism social dynamics of development believes that the motive force of social development comes from productivity,where the subject is the people and never discusses further on how individual promotes social development.However,in Freud's Sexual Instinct Theory,it emphasizes more on individual instinct a vital force of social development,that is,its individual sublimation which explicit social unacceptably impulse can be unconsciously transformed into acceptable behavior.In this article,we studied sexual elements in advertising under social community and are creatively discussing how individual promotes social development,combining the Marxism Social Dynamics of Development,Freud's Sexual Instinct Theory as well as Symbolic Interactionism.