A Study On The Change Of The "Health" Discourse In Chinese Contemporary Advertising (1979-2014)

Since the resumption of Chinese advertising in 1979, the society, economy, culture and concept have changed a lot. Advertising, as a kind of discourse, plays an important role in the transformation of social structure. The "health" discourse has been gradually revived with the restoration of advertisement. In different periods, the "health" discourse in advertisement presents different features.This paper based on the investigation on the 1979-2014 years on various media advertising works, and used qualitative research methods from the perspective of cultural studies, and explored the trajectory, features, power relations and the construction of the change of "health" discourse of Chinese contemporary advertising.The change of the "health" discourse of Chinese contemporary advertising is not immutable. Under different social and cultural background, the emergence of the dominant "health" discourse is not the same. In the early 1980s, it is a "product hero" era, and the national discourse led the advertising. With the development of society and economy, "no disease is the health" of the simple "health" discourse gradually shifted to the commercialization of the "health" discourse. With the development of market economy, "health" brand image is carefully crafted, "health" words entered the era of a flourishing, exaggerated the hustle and bustle of the. Under the influence of consumerism, the "health" has the characteristics of fashion, aesthetics, and so on. But over the market, leading to the health consumption appears a lot of chaos. Under the supervision of the government, the "health" discourse turn to standardize.In the modern risk society, the risk discourse of "health" is formed.The change of the "health" discourse of Chinese contemporary advertising is not a straight line, not simply replace, but showing the superposition, integration, competition, declination and other complex forms. Each period of "health" has the dominant discourse form and content. The discourse of the past not completely disappeared, but will change the shape to continue to exist, together constitute a rich connotation of the "health" discourse.The change of the "health" discourse of Chinese contemporary advertising is a gradual process, it is neither decided by a particular event, nor leaping changed at a point in time, but influenced by many advertising events or multiple social factors in a period of time, and gradually revealed the distinctive features of the discourse characteristics.The "health" discourse of Chinese contemporary advertising is produced and changed under the common function of politics, economy, media, culture, risk society and so on.The "health" discourse of Chinese contemporary advertising has shaped the consumption concept and consumption consciousness of "health people" in different periods.As a whole, The "health" discourse of Chinese contemporary advertising has taken a constant expansion of the situation to change. With the arrival of the social network, individual utterance right rising, "health" all in all areas of advertising and the continuous generalization, health risks aggravating, in a certain extent digestion "health" words discourse of advertising.