Roh Duk Sung(Kyungsung University Graduate School of Industry Department of Industrial Design Major in Photo)

It seems that an advertisement has been carried out for a long time since human beings understood their methods for communication. Moreover, such direct and real tools as letters, illustrations and photographs has been combined with advertisement so that its qualitative development and quantitative increase have been repeated.

Today several methods for expression are introduced into photographs for an advertisement, and intensive advertising wars are promoted in daily life to attract the sight of the general public.

The modern industrial society has resulted in improvement of material life with rapid growth of productivity, pleasure culture and indecent sex.

With appearance of feminism, liberation and open of sex, the original meaning of eroticism as an expression of human beings' true sexual instinct has been distorted. As a result, the wrong eroticism has been abusive and overused so that the physical pleasure is remarkably appearing.

In particular, this phenomenon is remarkably appearing in an advertisement where the degree of affection expression is gradually intensified. In general, there has increased such advertisement as appealing sex to attract only the sight of consumers by introducing a completely naked or seriously exposed female model for advertising. This tendency has been recently pointed out as social evils beyond the fashion degree.

Korean people usually answered that it is ashamed to see these advertisement with other persons because their contents are too sultry. As the result of investigation with 1200 males and females, it was shown that "0ften" accounted for 56.9%, and "Frequently" for 13.2 when investigating that they feel shame and awkwardness at too sultry advertisement.

Moreover, several social organizations have seriously criticized these sultry advertisements. As stated, the abuse and misuse of sex appeal is now strongly criticized.

However, advertisements are an essential information about life so that it is required to avoid too seriously controlling these advertisements with respect to the freedom of information circulation. Rather, the public communication agencies or advertisement owners must avoid too sultry, excessively naked or vulgar advertisement.

If these advertisements with sexual expression are properly used, they can be enough to obtain their successful results. Sex is not a taboo so that it can not be desirable to morally or ethically restrict these sexual advertisements although excessive attachment to these sexual advertisements includes a problem.

Sex must be considered as only a sexual image in advertisement. When it is expressed as highly improved eroticism for advertisements, these advertisements can be persuasively acceptable by their subjects. Eroticism expression in these advertisement must be used as the methods for expressing the good and sound living with affection, based on the fact that they are one of the cultural results in the modern society. in addition, it is desirable to express these advertisements suitable for the actual condition of our life customs or values, which are based on the original nature of human beings.