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      • 국내 광고에 표현된 SEX APPEAL

        김태중 경성대학교 1998 論文集 Vol.19 No.1

        Foreign sexual culture, which is quite liberal when comparing it with Korean's, has been running into the country without control, through the commercial advertisement and mass media, and this is an influence for bad in the society. According to the research it is found that advertisement might be in a strict responsibility for the bad effect. The problems caused by the advertisement of sex appeal can be classified as follows: First, there are a lot of commercials of sex appeal irrelevant to a product only to attract consumer's attention. Second, the original sex appeal advertisement of foreign brand is copied out in the domestic magazines. Third, advertisement of sex appeal in a magazine for juniors and teenagers is too suggestive and extensive. Fourth, in addition to a broad sex appeal, many cuts of homosexuality or mixed love are showed not only in the foreign advertisement, but also in the domestic advertisement. For the problems mentioned above, the following solutions can be suggested: First of all, the great importance of the cultural and social function of advertisement should be considered, besides its economic aspects. Second, the pre-screening system of advertisement should be tightened. Next, the quality of advertisement should be improved by using figurative expression rater than direct sex appeal. Finally, it is necessary to modify the content of foreign advertisement as an agreeable one to the Korean emotion. Uncontrolled advertisement of sex appeal cannot effectively support the marketing which is its main purpose, and it results in the deterioration of human being's body and spirit. As a result, the sex appeal in advertisement has to be sublimated as fresh and healthy energy of living.

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