A Study Of Advertising Culture In Consumer Society

Advertising is the cultural form that most comprehensively reflects the modern life-style among the mass cultures, but it fails to embody the entire and real symptoms of the time. This paper is to enable people to acquire deeper and more profound understanding of advertising culture through an analysis into the relations between advertisements, society and people, thus laying the foundation for a favorable cycle of advertising culture environment.This paper, beginning with the analysis of the consumer society, points out that the fundamental nature of a consumer society is that the capitalists create social needs for the mass, aiming at seizing maximum profits. Then, it reaches a conclusion on the connotation, structure and nature of advertising culture and analyzes the contradictory performances of the subject and object of advertising activities, which reflect the operation of economy, culture, social contacts and public life in the consumer society and market economy. In addition, this paper reflects on advertising culture in a consumer society. It discusses the existence mechanism and the anti-human nature of advertisements as well as the power relation and subjectivity of advertising culture, thus exploring the impact of the consumer society on advertising culture, and it illustrates with cases what influence advertising culture has on the author of advertisements. Not only will these explorations enable us to gain further knowledge of advertisement texts, the relation between advertisements and society and that between advertisements and people, but also strengthen the reflecting quality of people, which contributes to the healthy development of advertising culture. Lastly, this paper analyzes into the current situation and the trend of the development of network advertisement by quoting data from authoritative reports. It puts forward the idea that the receivers of advertisements are not only consumers but important mass media, thus redefining network advertisement as a kind of hypermedia advertising. On the basis of this, this paper brings forward some suggestions for the development of network advertising, anddiscusses, by employing website designing as an example, how enterprises can make better use of web media to communicate information and improve their image.This paper, of course, makes only an initial exploration into advertising culture in a consumer society, which is supposed to serve as a reference for the subsequent further study into this subject.