Paying attention to the standardization of TV advertising demand is the proper meaning of this importance. It is helpful for college students to establish a correct cognition of "sex" by comprehensively standardizing the sexual appeal of TV advertisements. Because the sex education in China is not perfect, most growing social individuals regard the love stories spread by the media as their own sexual concepts, so that many college students tend to think that "sex" is a love contract between two people, and once it happens, it will have an interdependent relationship. For example, "Ten Years of Sex: A Follow-up Survey of Sexual Behavior in China University" shows that 72.4% of college students think that love comes before sex, and the proportion of girls reaches 81.0%; The sum of "love is asexual", "love precedes sex" and "it is better to have sex without love" is less than 5%. Moreover, China college students' understanding of "sex" is generally later than their physical maturity, which leads them to unconsciously imagine "sex" through the sexual appeal information in TV advertisements. More importantly, understanding the meaning of "sex" is also the right of college students to pursue truth. Sex, as the most primitive way of human communication, exists in the communication between men and women.

In the west, aestheticians believe that the human body is made by God in his own image, so sex is the communication between man and God and a perfect expression. In China, sex represents an individual's life, so "sex" is inviolable. In fact, sex is never mysterious, and it is not as exaggerated as the sexual attraction in advertisements. Men and women essentially exist in independent forms. "Sex" is just an organizational activity of division of labor between men and women. On the one hand, it exists in personal private life, on the other hand, it is also a reproduction plan for social needs in a specific period. The information communication environment determines that the main media used by college students in China are TV and Internet, and advertising plays an important role in it. The meaning and additional concepts of advertising communication not only have connotative effects on the recipients, but also make the recipients imitate certain scenes and behaviors through internalization. This means that if the content of sexual appeal in TV advertisements is too erotic, it will inevitably lead to the increase of college students' desire for physical consumption, affect their correct establishment of sexual concepts, and then affect their healthy social growth and future work status. In view of this, in order to avoid the bad influence of TV advertisements with irregular requirements on sex on the stereotype of college students' sexual concept as much as possible, national and local TV stations and network departments should actively increase public service advertisements, broaden their horizons and let them find something more meaningful than sex in the world; Popularize correct sexual knowledge in an all-round way, and let them establish a "sexual" moral concept that is responsible for themselves, others and society. At the same time, in view of the infiltration of western culture, colleges and universities need to further strengthen supervision, further improve and perfect sex education, so that the sexual demands of mass media products, including TV advertisements, can better serve the healthy growth of college students and comprehensively promote the social cultivation of college students' healthy personality.