The Cohesion And Narration Of Desire

"The air that we breathe is constituted by oxygen, nitrogen and advertisements."Anyone who is sensitive to the era changes will feel that we are living in an era surrounded by advertisements. In modern times, products produced more, and updates quicken, similar products emerge and become homogeneous. Relative to this, a new consume conception is formed: consumers regard the use value less and the symbolistic consumption more. Then the advertisements nowadays should not only pay attention to the utility, but also use artistic methods to improve the added value of the commodities'aesthete, so that it can capture the desire of consumers.The article explains modern advertisements culturally from the angle of desire. The article is composed of three parts:the introduction,the body of the following three chapters and the conclusion. Chapter 1 outspreads encircled with advertisements as a kind of desire expression and presentation, considers that the advertisement is the carrier of desire from the deep explanation. Behind advertisements, it emerges all kinds of desire in the material and spiritual lays. Advertisement is a special desire body, cohere the desires of advertisers and receivers. Modern advertisements, are not the produces themselves, but the assembly of symbols. What guides the trends of consuming consensus in the advertisements is all kinds of series of symbols made by originalities, with symbols and their meanings as dominants, not or totally not the pointers in reality. In other words, see from the represent methods of advertisements, the pointers are subordinate, the symbols of all kinds of desire point to the connotative pointers—commodities. In advertisements, the use function of commodities doesn't disappear, but the reason that a kind of commodity shows itself and dazzles the eyes, is that it caters people's superficial or secluded expects by using advertisements—which shows more the function that advertisements cohere, express desire. The article also uses Maslow's"demand levels theory"to class the advertisements, so as to explain the impact of advertisements to human different level's desires.Chapter 2 outspreads dissertation from the angle of tactics which advertisements use to specify desire. Advertisements'aims are promoting commodities and service to us, this is the desire of advertisers. In order to conceal their desire, they use very smart tactics to resolve this problem, by covering beautiful over clothes to advertisements contently and formally, then transfers the focus of receivers concern. Human sensibility and traditional culture become the leading factors in advertisements'narration, the lingual connotation and poetry, the elegancy and lasting of artistic conception, are formal represent techniques of advertisements, are narrative tactics consumers use to clear up their desire. The author considers that this kind of narration is the means advertisers use to inspirit receiver's consumption, this is the tactic"talk about other things first, then arose the words to be expressed", in order to achieve the desire that advertisers promote commodities and service.Chapter 3 discusses the desire affirmation and satisfaction of advertisements from the social value and aesthetic value of advertisements. At first, the article refers to this: materials are more abundant, people feel what belong to itself are less; buy more commodities, we feel what we possess are deficient. When one or several kinds of desire can't be satisfied, people would to seek the countermeasures and methods to satisfy desire. In a sense, advertisement is another kinds of attitude and countermeasure that consumers face to desire, because the consumers are the absent main actor and actress in advertisements. As consumers, they convert the desire in their deep hearts to the world which is constructed by advertisements; they discover their desire in advertisements, so as to confirm their desire in advertisements. In modern society, humanity is distorted, so modern people can't find their position and meaning much more, and maze themselves. The advertisement transfers humanity, human solicitude, stink human individuality, inspire individual's desire. Second, the article considers that advertisement is the self-portrait of social life, the advertisement is the maker of social living style, and is the embodier at the same time. All kinds of advertisements change people's living style from specific angles, and these changes will lead to far-flung reecho in the lives eventually. Third, the advertisement uses the poetry narration"living elsewhere"to eliminate the distance of reality and ideality, by expressing social living, unveiling social problems. The advertisement is a kind of solving method between social conflicts and individual living difficult position. The advertisement doesn't satisfy people's desire really, but uses visional fashion to pacify people's desire. In the aesthetic communication of receivers and advertisements, desire is satisfied imaginably, desire conflicts are settled temporally.In the advertisements'narration of desire, we find out a world different from real lives, this is an aesthetic world, which represents human's ideal, indicates human's future. If we say religion creates a heavenly myth, technology creates a merchandise world's myth, then advertisement should resort elaborate design to satisfy material desire and spiritual desire, should help people resume self-confidence and dignity, should bring infinite happiness, illusion and love to society, consequently let advertisers and receivers reach to a common understanding—return people's living field, envisage desire, let soul light and spacious in desire, let human beings not fall in desire river and get adrift like a piece of fallen leaf, this is the value and meaning that advertisements create in narrating desire.