Some scholar insists that an advertisement is the society's mass information system which is used for the commercial purpose. And it is said that an advertisement continues to increase in direct proportion to the development of mass - communication and the brisk business activities.

Also it is pointed out that, in the mechanism of modern society, an advertisement is an activity with energies of social scale being operated by the investment of enormous capitals.

The aspect of an advertisement as it ought to be is, greatly multifarious.

The advertisement printed and those by electric waves and established outdoors, which are composed of and mixed with each other, from an advertisement.

An advertisement vanishes in a very short period of time and the requirements demanded in its expression and the working conditions are extraordinarily severe.

All is controlled by a unit of second and scale, which is derived from the cost of using media in which an advertisement is presented.

So, an advertisement has to contain elaborately much more highly condensed content. The primary purpose of an advertisement is to arract attentions from customers.

It is not until customers should pay attentions to it that it begins to fulfilling its function, which makes it possible to convey informations on products affectively and to establish differentiated images of them.

There fore, it is natural that the Keener the competition is and the quicker the cultural changes become, the more impact and stimulative it is.

Modern society has brought about such phenomena as the enhancement of material life and epicurean culture including the coming-up of sex to the surface.

Naturally, it also has induced rapid development such sa the liberation of sex for the pursuit of free man in its true sense and the opening of sex as a result of scientific and clinical study.

However, as side effects on it, commercialization of sect and unnecessarily excessive exposure, that is, visualization of sex and superfluity of distorted and unlawful knowledges of sex have been produced.

Such a series of phenomena dose not an exception of an advertisement, and on top of all this, sex is used in concept of a commodity and as creative strategy. Customers desires are the basis modern marketing.

Marketers does not create directly the desire of consumers but, in some cases, they arouse the potential desire. It is because sex become the specific means for the specific purpose that the sexual approach in advertising is reproached and restricted.

It is derived from its poor and direct expression and exposure of sex.

The Second is the distinction between the sexes. The argument that regards the sex of a woman as a motor for productivity and progress from the aspect of so-called vitality, is persuasive.

In this respect, the visualization of sexual concept being lated in the inner side and sought from daily life has its own value and it is estimated to require the highly analytical power and imaginative faculty by association.

This is a refined visual message composed of sexual associations, attractive images and signals from the aspect of symbolism and the theory of symbol far beyond the level of exposure.

The reason we are continuonsly troubled with aesthetic problems at the junction of combining eroticism with advertising, is due to its correlation with the desire positioned in the bottom of our consciousness.

As many specialists pointed out, our society stays in the early stage in terms of self-expression of sex taking an advertisement as medium.

For that, in recent days when the border of the advertisement market is being broken down, the sexual presentation of self-identity of sex attempted by some multinational brands seems to from a trend the basis for those eroticisms is humanism and further, globalism.

Presently, we are in the stage of facing the production of advertisements of sexual expression and massive exposure of it without having time to consider composedly its quality and experiencing refined and aesthetic filteration and development amid abrupt transition from the closed society to the open one.

From the affirmative point of view, it is an inevitable disorder resulting from the development process and is a cultural task to be assimilated flexibly in accordance with the maturity of our society.

Also, in the long term, it can be used effectively in shortening the psychological distance with consumers.

Important is purity of its motive, and high quality and sincerity of method of expression.