On Eutopia In Advertising Communication

Advertising Eutopia is a discourse system, which is based on the audients' outstanding demands.By means of imagination, advertisers combine a set of somblols, and endow commodities with new meaning so as to procuce a surreal and more perfect living artistic conception. It is a sort of realistic eutopia, an advertising culture as well as a mindset of advertising creative existing everywhere. There are great space for affirmative researches while most researchers holds a negative attitude towards it. This research is an objective overall one on the basis of philosophy, mass communication, semiotics and some relavent theories.It firstly defines the Advertising Eutopia and its features, then analyse the seven characters and the pros and cons. Secondly, it focuses on the growing atomosphere of Advertising Eutopia, which refers to the flourishing mass consumption and consumption culture of the society. Its audient's environment is their phantom consumption demands and the prospect of the future. Advertising Eutopia also has its communication environment, which refers to the deepening product homogenization, advertisers'focus on the brand competition and the great challenges of advertising creatives. What's more, media has some effect on producing consumption culture and interests play an active role in producing Advertising Eutopia as well. Thirdly, the thesis analyses the formation and applying mode of Advertising Eutopia. Advertising Eutopia is formed in the process of symbolization:simplification and combination by means of imagination. Finally, it gives advice of how to construct Advertising Eutopia in the field of real estate. The Advertising Eutopia is based on the thinking of merging the material culture and the vies culture. It create from the values of tradition culture, foreign culture, being health by sporting and environmental protection. We can gain its positive meaning of Advertising Eutopia by observing the characteristics of specialization, personalization and moralization in mass communication. It hopes to add some real materials and theory to the reach of Advertising Eutopia. Also, this paper can provide an overall and objective view of Advertising Eutopia to the mass, thus, we can make use of the effect of Advertising Eutopia to promote merchandising and social culture.