| Chapter 1 Introduction | 第1-27页 |
| ·Introduction | 第11-12页 |
| ·Literature Review and Methodology | 第12-15页 |
| ·Literature Review: | 第12-15页 |
| ·Methodology | 第15页 |
| ·History of Sexual Appeal Ads | 第15-24页 |
| ·Gradual Release from Victorian Puritanism from 1920s to 1950s | 第15-18页 |
| ·Sexual Revolution in the 1960s | 第18-20页 |
| ·Rebellious Sexual Image in 1970s | 第20-21页 |
| ·Blurring of Sex Identity in 1990s | 第21-23页 |
| ·21~(st) Century, the New Equation is Sex=X+Y | 第23-24页 |
| ·Discussion of Relationship between Social Value and Sexual Ads | 第24-27页 |
| Chapter 2 A content Analysis of Sex Appeal Ads | 第27-44页 |
| ·Types of Sexual Information in Advertising: | 第27-34页 |
| ·Sexual Behavior: | 第28-29页 |
| ·Physical Attractiveness: | 第29-31页 |
| ·Sexual Reference: | 第31-32页 |
| ·Sexual Embeds: | 第32-34页 |
| ·Relevance of Sexual Information to Products | 第34-37页 |
| ·Intensity of Sexual Information: | 第37-40页 |
| ·A Study of the Formula of Sex Ads | 第40-44页 |
| ·Characters in the Sexual Appeal Ads | 第40-41页 |
| ·Planning the Plot: | 第41-42页 |
| ·Other Factors: Atmosphere, Music, Voice, and Scene | 第42-44页 |
| Chapter 3 Business Implication of Sex Appeal Ads | 第44-58页 |
| ·Customer Psychology Analysis | 第44-46页 |
| ·Customer Reflection toward Sexual Images | 第46-51页 |
| ·Male Images in Sex Appeal Ads | 第46-48页 |
| ·Female Images in Sex Appeal Ads | 第48-51页 |
| ·Advertising's Creative Expression | 第51页 |
| ·Business Benefits of Sex Appeal Ads | 第51-58页 |
| ·Getting Attention and Generating Sell | 第51-54页 |
| ·Building Positive Emotional Tie between Customers and Products | 第54-55页 |
| ·Establishing Brand Image | 第55-58页 |
| Chapter 4 Ethical Responsibility of Sex Appeal Ads | 第58-67页 |
| ·Division among Sexy, Indecency and Pornography | 第58-60页 |
| ·Level of Public Acceptance | 第60-61页 |
| ·Adaptation to Different Nationality, Region and Morality | 第61-63页 |
| ·Sex-sell Ads in China | 第63-67页 |
| Conclusion | 第67-69页 |
| Bibliography | 第69-94页 |
