A Promised "Brave New World" Real Estate Advertisement And Architecture Design In The Consumer Society

The thesis started from the actuality of the consumer society and analyzes the importance of unique commodity on the market, thus, to discuss how the architecture as a commodity to capture monopoly rents. However, it further elaborates the interaction between the advertisement as the main route of transmission of image and the space production and the architectural consumption, which results in the counter of the architectural design. The architectural desire of people from different classes is expressed by advertising symbols. In the space production, it becomes a guide vane of the architectural design, and the advertisement attached to the architecture counters the architecture.This thesis consists of five chapters. In Chapter one, it defines the consumer society as the background by analyzing the globalization and postmodern. The relationship between architectural"market hungry and commodity production"is the most important for the consumption. In Chapter two, the status of"globalization of the architecture production"is summarized. From global and Chinese perspective, it analyzes the impact of consumption social symbols from the mandatory output of consumer society and capitalism countries on the architectural production. Chapter three and four are the core sections in this paper, and they start discussion from commodity property of architecture. In order to get the most benefit from the architectural commodity, the capital is focused on the contest for monopoly rents. On one hand, it creates scarce, unique, real, unreproducible commodity symbols using advertisement; On the other hand, it uses these symbols to guide market and obtain the superprofit——monopoly rent. Then the consumption trend becomes the dependence of architectural design, whose original intention is selected as symbolization and commercialization. Either the flaunt from wonders or the warmth from customized residence, each level of architectural design is expressed as status experiences by advertisements image. Chapter five is the conclusion, people alienated by the consumption social understand their beautiful world by cognizing the advertisement symbols and obtain the world by consumption. The one dimensional life style has distorted the true essence of the"Brave New World", and it becomes problems which the architects need critical thinking.