The sex principle of advertising creativity. The so-called principle of sex means that advertising creativity can not be conformist and conformist, but must be brave and good at breaking new ground. Sexual advertising creativity has an intense psychological breakthrough effect. The novelty of the difference is eye-catching, and its distinct charm will trigger people's strong interest and can leave a deep impression in the mind of the audience. Long remembered, this series of mental processes fits the goal of the psychological ladder conveyed by advertising.

The principle of effectiveness of advertising creativity. Sex is the first principle of advertising creativity, but sex is not the goal. Whether advertising creativity can achieve the purpose of promotion basically depends on the efficiency of advertising information transmission, which is the principle of effectiveness of advertising creativity, including understanding and relevance. Comprehensibility means that it is easy to be accepted by the broad audience. When advertising creativity is carried out, it is necessary to be good at combining various information symbol elements to make it have moderate novelty and sex. The key is to find a junction between "novelty" and "comprehensibility". The correlation refers to the memory correlation between the image combination and the subject content of the advertisement.