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Also, using ex as an element, why do women resist sex ads compared to men?

1. Evolutionary psychology angle the evolution of human sexuality

The most direct way for both men and women to preserve their genesis to reproduce through sex. In such investments, however, women take far more risks than men. In the process of reproduction, men only need to provide sperm, while women provide eggs, but also need to undertake the process of pregnancy. Men can spread sperm widely without worrying about pregnancy, while women do not. Once a woman becomes pregnant, she is unable to conceive other offspring at the same time. It is very difficult for a woman to raise her children independently, so women are very careful in choosing a sexual partner. This is also why men are single-minded and always like eighteen-year-old girls because they have a strong ability to breed children. And the woman’s pursuit of the diamond king old five is always endless, a strong material foundation to ensure that the children grow up in a safe environment.

The low cost of sex allows men to enjoy both physically, but also the possibility of retaining their own genes, why not, so the vast number of female compatriots call men the lower body thinking of animals is not unreasonable. The high cost of sex makes sense for women to spend more time choosing the right sexual partner, and anxiety and fear.

“Meaningless sex”

2. Sexual economic theory the theory of the economic theory

The theory of sex economics is based on four assumptions of Gary Becker, the Nobel Laureate.

1) Consumers’ choices are influenced by costs and benefits under the stable preference;

2) The change of price and any other market influences can lead to scarce but desirable resources;

3) Sellers of products or services compete with each other;

4) The final purpose of people in the market is to pursue maximized profits.

Hypothesis 1: When preferences and habits are relatively stable, consumers’ consumption behaviour is affected by cost-effectiveness;

Hypothesis 2: Market and price changes, while leading to scarcity of resources, will also result in more satisfactory resources;

Suppose 3: sellers of goods and services will compete with each other;

Hypothesis 4: Whether the buyer or seller, what is sought is to maximize the benefits.

In the theory of sexual economics, we regard sex as a resource for women. Although sexual intercourse has taken place, the decision on whether or not to reproduce rests with the woman, who has the right to terminate the pregnancy even if the sperm-egg is combined. So when women have sex with men, women give men a chance to reproduce. From the point of view of social exchange theory, women want to get the same reward from men.

“Meaningless sex”

Women connect sex with value, and sex is given value. So when sex is seen as cheap or pointless, women reject it. When sex is used to describe a stable relationship, out of love or marriage, women are not very resistant.


Isn’t the West open, the East conservative? How can Chinese women show a more positive state towards ex ads instead?

Some studies by Berry, Gangestad and Simson have found that not all women reject sex, and some show a strong interest in sex, which is linked to factors such as personal experience, personality, and culture. In Chinese history, attitudes towards sex have not always been forbidden and conservative.

“Meaningless sex”

In ancient China, the new idea of our ancestors was actually very open. Many myths also describe this open conception of sex and sexual relationships. The three mainstream philosophical ideas also emphasize yin and yang balance and conform to nature. It was only to the appearance of Zhu Lixuan in the Song Dynasty that the ruling class began to suppress and apply double standards. Until the reform and opening up of New China, the whole society exercised very strict moral control. It’s a shame to talk about sex in public. After the reform and opening up, China began to be influenced by Western culture, people began to pay attention to their own feelings and needs, already have the right to free choice. The concept of sex was awakened again during this period.

Therefore, from the development history of the whole Chinese concept of sex, the current women’s view of sex presents a relatively contradictory state. On the one hand, influenced by traditional etiquette, suppressed by social pressure and family pressure, on the other hand, influenced by western liberal culture, the change of sex from curiosity to practical action, is becoming more and more open. The two concepts are constantly playing games, so Chinese women’s attitudes towards sex are very complicated. Many times, despite physical attempts, this attempt is accompanied by proof of openness rather than genuine openness.

In any case, sex means more money for women. Men pursue sex by instinct, while women are more like businessmen, and maximizing the value of sex is the ultimate goal.


Baker, M. J., & Churchill, G. A. (1977). The Impact of Physically Attractive Models on Advertising Evaluations. Journal of Marketing Research, 14(4), 538.

Baumeister, R. F., & Vohs, K. D. (2004). Sexual economics: Sex as female resource for social exchange in heterosexual interactions. Personality and Social Psychology Review, 8(4), 339–363.

Baumeister, R. F, Catanese, K. R., & Vohs, K. D. (2001). Is there a gender difference in strength of sex drive? Theoretical views, conceptual distinctions, and a review of relevant evidence. Personality and Social Psychology Review, 5, 242-273.

Bello, D. C., Pitts, R. E., & Etzel, M. J. (1983). The Communication Effects of Controversial Sexual Content in Television Programs and Commercials.Journal of Advertising, 12(3), 32-42.

Becker, G. S. (1976). The economic approach to human behavior Chicago: University of Chicago Press.

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