It¡¦s common to see sex indicated advertisements on TV. Some of them have overemphasized the element of sex attraction. It¡¦s interesting to find out how receivers response to such kinds of advertisements. This thesis studied the relationship among advertising cognition, advertising attitude and buying desire in sex indicated TV advertisement. Research result shows advertising cognition apparently affects advertising attitude. Advertising attitude apparently affects buying desire. Population characteristic partially affects advertising attitude. Within relationship between advertising cognition and advertising attitude, advertisement acceptance and ethic were discussed. For advertisement acceptance, product related to sex or not doesn¡¦t apparently affect acceptance. Lower product involvement gets higher acceptance. Higher sex indication gets lower acceptance. More graceful advertisement has better acceptance. For ethic influence, no matter high product sexual relationship, high product involvement, or high sexual indication, receivers think they will have worse impact to ethic. However, more graceful advertisement has less ethic impact. Within relationship between advertising attitude and buying desire, receivers have higher buying desire while they have higher advertisement acceptance, but ethic impact doesn¡¦t affect their buying desire. From population point of view, there is no difference in advertisement acceptance no matter the receiver is male or female, also no matter whether the receiver has child or hasn¡¦t. However, female receivers think sex indicated advertisement affect ethic more than male receivers. Receivers who have child also think it affects ethic more than the one who have no child.